Campaign links need consistent names too
The same newsletter can end up spread across several report rows if every link uses a different name. Before adding more tags, agree on what you want to measure. A small shared convention is usually more useful than a long list of parameters that nobody maintains.
Three questions before building the link
Google Analytics explains that UTM parameters identify campaigns that refer traffic. The source, utm_source, describes where the visit comes from; the medium, utm_medium, identifies the channel; and utm_campaign groups the initiative. The documentation recommends using these three fields when tagging a URL.
In a fictional newsletter example, the source might be newsletter, the medium email and the campaign autumn_guide. These are not mandatory names or a universal recipe: what matters is that the team writes them consistently and understands what each one means.
Consistency is part of the data
Values are case-sensitive. Google and google are therefore different values. Define a rule, such as lowercase letters and a stable separator, and keep it in a small shared register. Record each link’s destination and where it will be published too.
If the same piece contains two buttons, utm_content can distinguish them. Add it when it answers a specific question, not just to fill fields. Avoid putting names, email addresses or other personal data in the values: a URL can be copied, forwarded and stored in logs.
Check the journey, not only the text
Open the final link and confirm that it reaches the intended page. If it passes through a shortener or redirect, check that the parameters survive. Then verify collection with the analytics tools you actually have configured.
A tag does not install Analytics, guarantee that every visit is recorded or prove a sale. Separate the naming convention, actual data collection and business outcome. With these boundaries clear, links help compare campaigns without inventing a level of precision the report does not provide.