Short answer
A UTM dictionary prevents one campaign being split across inconsistent names. Define source, medium, campaign and formatting rules before publishing links, retain a register and check that the parameters reach the attributed lead.
Key verification: Verify the final link and its coexistence with Google Ads auto-tagging.
Sources and limitationsA UTM dictionary maintains the same names for source, medium, and campaign across fetch links. It serves to prevent a report from dividing a campaign between different spellings. Define the rules before distributing links and keep a record of those already published.
What each field represents
Google documents campaign parameters to identify traffic and warns that their values are case-sensitive. Therefore, Google and google can fragment the data. Official documentation of campaign parameters .
| Field | Proposed editorial rule | Example |
|---|---|---|
| utm_source | Who sends the visit, with a fixed vocabulary | newsletter |
| utm_medium | Channel type | |
| utm_campaign | Stable identifier of the initiative | revision_installations_2026 |
| utm_content | Part or location that you want to distinguish | budget_button |
| Internal record | Responsible party, destination and date of publication | Sales team, contact page |
Do not use a person's name or email in the parameters. URLs may appear in histories, logs, and third-party tools. A campaign identifier should describe the marketing action, not identify the recipient.
Reproducible example without real traffic
https://example.com/presupuesto/?utm_source=newsletter&utm_medium=email&utm_campaign=revision_instalaciones_2026&utm_content=boton_presupuestoThe example domain is not a commercial destination. Replace the base URL with the appropriate page and construct the parameters with a tool that encodes characters correctly. If the URL already has a query, add the parameters without duplicating the question mark.
Rules that prevent fragmented reports
- Choose lowercase and a unique way to separate words.
- Give a campaign an ID that doesn't change when the ad text is corrected.
- Do not reuse the same value for initiatives that you need to evaluate separately.
- Define who approves new source or medium values.
- Don't tag internal links for "measuring buttons" without reviewing their effect on attribution; use appropriate events for that task.
These are proposed governance rules. You don't need dozens of fields to get started; Each added dimension must respond to a specific decision in the report.
Using UTM parameters alongside Google Ads auto-tagging
Don't turn off self-tagging just so a platform can display your names. WhatConverts documents that it can prioritize google/cpc when detecting GCLID and offers force_utm=true to modify its categorization. It's a specific option you should try, not a universal GA4 rule. Official behavior in WhatConverts .
Control before publishing
- Check that the destination exists and that the parameters survive the initial navigation.
- Check the spelling against the dictionary.
- Makes a test contact identified as such.
- Verify source, medium and campaign in the tool you will use to decide.
- Save final URL, responsible party and date in the link registry.
If the origin is lost when changing URLs, check the diagnostic parameters in redirects ; If you need to transport information between systems, see call connection, GA4 and CRM .
What a lead tool provides
WhatConverts can help query the attribution next to the received contact, if capture is configured and validated. It is not a substitute for the dictionary: a tool can also accumulate inconsistent names. Buy for the traceability of the lead you need, maintaining the nomenclature rules as the responsibility of the team.
Sources and limitations
Documentary review: . Content type: Documentation-based guide.
Sources describe terms and capabilities stated by their owners. Proposed protocols and fictional examples do not establish product tests performed by CallsIQ.
- Official documentation of campaign parameterssupport.google.com
- Official behavior in WhatConvertswww.whatconverts.com
Check current terms
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Official sources, explained calculations and clearly labelled examples. Read about our methodology and use of AI in writing.