UTM governance, the boring fix with outsized payoff

UTM governance, the boring fix with outsized payoff

Five links on the tracking discipline that cleans up every downstream report.

1. A UTM naming convention that scales — lowercase, hyphenated, and enforced. Source: a growth ops template.
2. The UTM builder spreadsheet — generate consistent links so nobody freehands them. Source: a public Sheet.
3. Validating UTMs at click time — catching typos before they pollute analytics. Source: a redirect-service writeup.
4. Channel grouping logic — turning raw UTMs into the channels your CMO understands. Source: GA4 docs.
5. Why your paid social looks like direct — the in-app browser problem and the fix. Source: a measurement thread.

That's the stack for this week. Forward to a teammate.