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.

Display & Video 360: UTM Conventions for Programmatic

Map IO or line item IDs into utm_content at a level analysts can aggregate sensibly.

Overview

Too granular UTMs create sparse cells; too coarse hides optimization levers.

Why it matters

Align with finance’s IO numbering when possible.

Implementation playbook

Use lookup tables in BI rather than encoding everything in the URL.

Next steps

Document cardinality decisions.

Frequently asked questions

Who should read this guide on Display & Video 360?: Map IO or line item IDs into utm_content at a level analysts can aggregate sensibly.
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.