Why two tag systems?
UTM-parameters are convenient for web analytics, and SubID - for transferring cuts to the partner system. They can do similar things, but they don’t have to duplicate each other. The main thing is to determine in advance what each field means.
Bad scheme.
sub1=test, sub2=123, sub3=new2 It only works when the author remembers the meaning. Within a month, this analysis becomes archaeology.
Worksheet
| Field. | Example | Meaning. |
|---|---|---|
| sub1 | paid-social | source |
| sub2 | kz | GEO |
| sub3 | prospecting | campaign-type |
| sub4 | angle-bonus | creative angle |
| sub5 | video-03 | creative |
For SEO, instead of a creative angle, you can transfer a cluster or page type. It is important that the reference values are the same for the whole team.
Naming rules
- Use the Latin alphabet and lower case.
- Do not change the meaning of the field from campaign to campaign.
- Do not store personal data of the user in tags.
- Do not insert spaces and long free comments.
- Save the field dictionary in one document.
How to Link UTM and SubID
For example, utm_source can describe the site, and sub1 Aggregated source type. You do not need to copy each field one to one, if this does not help the analysis. It is better to leave only those sections on which you actually make decisions.
What to Check Before Launching
Make a test transition and make sure the tags reach all systems. After the first test event, check that the desired values are visible both in your analytics and in the affiliate report.
The next step after the markup is to set up postback For events that need to be returned to advertising analytics.
Create a dictionary before the first campaign
In one small document, write down the appointment. sub1–sub5, permissible values and examples. As the team grows, this vocabulary becomes more important than the memory of a particular mediabuer. A new campaign should inherit the scheme, not invent its own pitches.
How to Work with Creative Versions
Don’t encode meaning with just a number. 03. Better. video-03 or static-03Take the creative angle in a separate field. Then you can compare all videos regardless of the angle or all versions of a particular idea regardless of the format.
Protection from “dirty” meanings
Make sure that the same GEO does not appear as KZ, kz, kazakhstan and kz-1. Such options will fragment the statistics. Simple normalization of values when generating a link saves hours of manual cleaning.
Old markup migration
If chaos has already accumulated, it is not necessary to break current campaigns. Fix the new scheme from a certain date, and compare the old values through the table of correspondences. The report will show where the “new era” of markup begins.
Check the length and acceptable symbols
Different systems may have limitations on parameters. Before a mass launch, make sure that values are not cropped or broken when URL-encoding. Be especially attentive to Cyrillic, spaces and special symbols.
Don’t put things in tags that don’t need to be analyzed.
The more fields there are, the greater the risk of chaos. If the team never makes a decision on a specific feature, it may not need to be stored in every link. The scheme should be minimal, but sufficient.
Control reference
Keep one reference URL where all fields are filled in correctly. Before starting again, compare the generation to it. This is an easy way to catch a parameter permutation or accidental deletion of a single SubID.
