Don't start from a blank page
Start from a production-ready governance model built by people who've governed campaigns for thousands of teams. Pick one, make it yours, and your team is building governed links in minutes.
Simple UTM Starter
Flat, human-readable UTMs with a couple of approved dropdowns. Consistency without overhead.
Cross-Channel Campaign Standard
One governed field set split across Paid Media, Organic Social, and Email taxonomies. Each channel keeps only the outputs it needs.
Ecommerce Performance
Positional campaign names for retail: objective, category, season, year, and region.
B2B Demand-Gen Standard
Positional names with dependency rules: medium filters source, funnel stage built in.
Enterprise Multi-BU
Self-labeling key-value notation that stays readable across regions, products, and segments.
Standardized Campaign Vocabulary
Controlled picklists on the values that matter, with an auto-built campaign name. The cure for spreadsheet drift.
Agency Multi-Client
Client is a required, locked top-level dimension so every report rolls up cleanly per brand.
Regulated / Opaque ID
Opaque campaign IDs that reveal nothing in the URL. Strategy stays internal.
Content and Lifecycle
Built for engagement, not a funnel: newsletter edition, send date, segment, and subject-line variant.
ABM Account-Based
Tiered account-based programs: account tier, target persona, program type, and funnel stage in one scheme.
Paid Social Creative Testing
A structured utm_content built for clean creative attribution: format, hook, placement, and variant.
Marketplace Two-Sided
A required side dimension keeps buyer-side and supply-side acquisition cleanly separated end to end.
Events and Field Marketing
Tag webinars, conferences, and booths, with a short link and QR code wired in for offline-to-online.
Paid Ads Naming Kit
Governed names for campaigns, ad sets, and ads inside the ad platforms. No URLs involved.
Stride Footwear
The guide's worked example: a fictional DTC shoe brand tagging five channels, including retail QR codes, with one campaign pattern.
Can't find the right fit?
Every template is a starting point. Copy one and reshape it, or build your own governance model from scratch. Start with a 21-day trial, no credit card required.