UTM Discipline for App Teams
Attribution reporting collapses when every launch invents its own UTM dialect. Source, medium, and campaign should be boring, shared, and enforced—especially when agencies and in-house marketers both ship links.
Write a one-page naming guide: allowed sources, medium values that map to your report, and campaign patterns that include date or offer codes. Keep it short enough that someone will actually open it.
Review dark traffic weekly for the first month after a big push. If “direct” spikes without a product reason, your tagging slipped—not your users.