Marketing campaigns process - ariel-fer/Araena GitHub Wiki

Naming conventions

Keep it consistent – Use the same naming conventions across all campaigns.
Use lowercase – Some analytics tools are case-sensitive (google ≠ Google).
Avoid spaces – Use underscores (_) or hyphens (-) instead of spaces.
Shorten URLs – Use Bit.ly or UTM.io to keep links clean.
Test your tracking – Use Google's Campaign URL Builder to ensure proper tagging.

Suggested to follow this: [Medium]_[Source]_[Campaign]_[Content]_[Term]

Element	Description
Channel	The marketing source (Google, Facebook, Email, etc.)
Objective	The goal (LeadGen, BrandAwareness, Traffic, Retention)
Audience	Who it's targeted at (NewUsers, VIPUsers, ReturningUsers, etc.)
Offer	The promotion or message (Discount50, FreeTrial, Reactivation, etc.)
Date	The launch month (YYYYMM format) to differentiate multiple campaigns over time

utm_* are the standard. source_platform, creative_format and marketing_tactic are more detailed.

UTM Parameter	Purpose	Examples
utm_medium	Identifies the type of traffic	`email`, `social`, `organic`, `referral`, `paid`
utm_source	Identifies where the traffic is coming from	`linkedin`, `facebook`, `email-reachout`, `email-newsletter`, `email-jobs`
utm_campaign	Identifies the name of the campaign	`brand-awareness`, `new-feature`, `article-promo`, `hiring`, `product-update`
utm_content	Any other grouping below the campaign name that could be needed	`elisabeth-hasselstrom`, `morten-guldager`, `ariel-devoto`
utm_term	Useful to define a date or season	`Q1-2025`, `black-friday-2025`, `rolling`, `march-2025`
source_platform	Identifies the platform where the ad was served
creative_format	Specifies the ad format	`carousel`, `banner`, `video`, `text`
marketing_tactic	Defines a broader marketing strategy	`remarketing`, `prospecting`, `upsell`, `discount_promo`

When to Use UTM vs. GA4 Campaign Parameters

For external traffic (Facebook, Email, Paid Search) → Use UTM parameters
For internal tracking (Google Ads, GA4 events) → Use GA4 campaign parameters

can be grouped by:

source (if article stands in other places not social media)
social network if in other places than linkedin
by article-promo if there are more than 1 article for this campaign
by employee if more than 1 employee posts it
by date if its tested multiple times during the year or different years. can be grouped by year or month, not day.
by season if wanted to group by seasons instead of dates

email_email-jobs_hiring-position1_elisabeth-hasselstrom_2025-03

can be grouped by:

medium (if job position stands in other places not via email)
if it is sent via email through multiple purposes (email-jobs vs email-newsletter for example)
campaign is called hiring, so this could be used in multiple channels and sources.
can be grouped by the position name (need to set an id here)
by employee since many could be sending the same job position
by date if its tested multiple times during the year or different years. can be grouped by year or month, not day.

email_email-signature_brand-awareness_elisabeth-hasselstrom_2025-03

can be grouped by:

an email signature probably isn't anywhere else but an email signature, so skipping from this analysis medium and source
campaign is called brand awareness, so this could be used in multiple channels and sources.
by employee since different employees can acquire different % of prospects to our site.
by date if its tested multiple times during the year or different years. can be grouped by year or month, not day.

Campaign Name	UTM Source	UTM Medium	UTM Campaign	UTM Content	Launch Date
EmailSignature_BrandAwareness_Prospects_CompanyWebsite_202403	email	signature	brand_awareness_signature	john_doe_email	2024-03
EmailSignature_LeadGen_BusinessOwners_SaaSDemo_202403	email	signature	leadgen_saas_demo	employee_x_email	2024-03
EmailSignature_Recruitment_Candidates_JobOpening_202403	email	signature	recruitment_job_opening	generic_signature	2024-03
InternalEmail_BusinessAcquisition_CEOs_PartnershipProposal_202403	email	internal	business_acquisition_partnership	ceo_outreach_template	2024-03
InternalEmail_Recruitment_JobSeekers_OpenRolesList_202403	email	internal	recruitment_open_roles	email_template_hr	2024-03
InternalEmail_ClientEngagement_ExistingClients_FeatureUpdate_202403	email	internal	engagement_feature_update	client_announcement_version_A	2024-03

Campaign Name	UTM Source	UTM Medium	UTM Campaign	UTM Content	Launch Date
LinkedIn_Recruitment_Developers_SeniorBackendRole_202403	linkedin	social	recruitment_senior_backend	job_post_promotion	2024-03
Indeed_Recruitment_ProjectManagers_RemoteOpportunity_202403	indeed	job_board	recruitment_project_manager	remote_friendly_listing	2024-03
Glassdoor_Recruitment_Designers_UIUXRole_202403	glassdoor	job_board	recruitment_uiux_designer	creative_team_listing	2024-03

Campaign Name	UTM Source	UTM Medium	UTM Campaign	UTM Content	Launch Date
LinkedIn_BrandAwareness_IndustryProfessionals_ThoughtLeadership_202403	linkedin	social	brand_awareness_thought_leadership	industry_professionals_article	2024-03
LinkedIn_LeadGen_CTOs_WhitepaperDownload_202403	linkedin	social	leadgen_whitepaper_ctos	whitepaper_ad_version_A	2024-03
LinkedIn_Engagement_Developers_TechTrendsArticle_202403	linkedin	social	engagement_tech_trends	developer_focus	2024-03

Before launching a campaign, test the tracking:

Click on an ad and check if the UTMs are correctly applied in the URL.
In Google Analytics (GA4), go to Reports → Acquisition → Traffic Acquisition and verify campaign names.
Use Google Tag Assistant or GA DebugView to see if parameters are being tracked correctly.

Once campaigns are running, review performance regularly in GA4:

Reports → Acquisition → Traffic Acquisition → Source/Medium
Reports → Advertising → Attribution (for paid campaigns)
Explore → Free-form exploration (for advanced breakdowns) Identify which campaigns, audiences, and channels are driving the most value and optimize accordingly.