Different motions still benefit from identical source/medium grammar—differentiate with campaign and content instead.
Overview
Fighting over parameter names by team creates irreconcilable dashboards.
Why it matters
Encode motion type in utm_campaign families (`dg_`, `lg_`) if needed.
Implementation playbook
Sales should recognize campaign names on lead records.
Next steps
Refresh playbooks yearly.
Frequently asked questions
- Who should read this guide on Demand Gen vs Lead Gen?
- Different motions still benefit from identical source/medium grammar—differentiate with campaign and content instead.
- 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.