CONFIRMED: How to lock down a UTM taxonomy so reporting stops lying.

CONFIRMED: How to lock down a UTM taxonomy so reporting stops lying.
A source running analytics at a growth team told us 90% of 'broken attribution' is just inconsistent tags. Fix the source.
— Lowercase everything — Facebook and facebook are two channels in your reports
— Define a fixed vocabulary for source and medium; ban free-text
— Build links through a single sheet or tool, never by hand in a doc
— Reserve utm_campaign for the campaign, not the creative variant
— Audit live ad URLs monthly; one rogue link splits a channel in two
The quarterly report nobody believes is the one fed by hand-typed UTMs. Watch this.