UTM hygiene before any attribution model
No model survives a taxonomy where the same campaign wears three names. Start with naming rules that humans can follow on a Friday afternoon.
We decline to recommend multi-touch models when campaign names still mix Thai transliteration, agency codes, and leftover product launches in one field.
Minimum viable naming
- Channel and source separated from campaign theme.
- One source of truth for “brand” vs “generic.”
- A written owner for each ad account’s naming — not “everyone knows.”
The Friday test
If a junior media buyer cannot name a new campaign correctly without pinging Slack, the taxonomy fails. Attribution will inherit that failure.
After hygiene improves, models become debates about business logic instead of archaeology.