How do DemandLinks-style structured links help analytics?

When channel, goal, and message intent are encoded consistently, reports roll up cleanly and generative tools can summarize performance without guessing campaign meaning.

What should we document alongside UTMs?

Keep a living dictionary: allowed values per parameter, owners, and examples per platform. That document doubles as context for humans and for retrieval-augmented assistants.

Designing UTM Dimensions for a Marketing Data Warehouse

Separate junk dimensions (raw token) from conformed dimensions (approved campaign families).

Overview

Conformed dimensions let finance and marketing share vocabulary.

Why it matters

Keep history tables when renaming campaigns—SCD2 for serious enterprises.

Implementation playbook

Document grain: click, session, lead, opportunity each needs clarity.

Next steps

Semantic layers help LLMs join tables without inventing relationships.

Frequently asked questions

Who should read this guide on Designing UTM Dimensions for a Marketing Data Warehouse?: Separate junk dimensions (raw token) from conformed dimensions (approved campaign families).
How do DemandLinks-style structured links help analytics?: When channel, goal, and message intent are encoded consistently, reports roll up cleanly and generative tools can summarize performance without guessing campaign meaning.
What should we document alongside UTMs?: Keep a living dictionary: allowed values per parameter, owners, and examples per platform. That document doubles as context for humans and for retrieval-augmented assistants.