Attribution

Naming Conventions + UTM Builder

UTMs give you five parameters, but when combined with a clear naming convention, you get far richer data.

This template ensures cohesiveness across platforms and that no detail is missed when it comes to reporting on performance. Plus, the included Google Ads script automatically fills in these values for you, saving time and reducing errors.

One time payment

Free

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Questions you can answer with our

Naming Conventions + UTM Builder

What content or messaging drives the most qualified traffic?

Consistent naming lets you identify which headlines, offers, or creative types are pulling in high-value users. That means smarter creative testing and faster iteration.

Which channels are contributing to revenue—not just clicks?

With structured UTMs and naming conventions, you can attribute conversions all the way back to source and campaign inside your CRMs. Stop relying on assumptions and start allocating budget with confidence.

How can we make reporting more consistent and insightful?

When every campaign follows the same naming convention, your reporting becomes far more robust. You can slice performance by theme, funnel stage, audience type—whatever matters to your strategy.

How can I stop manually creating custom parameters in Google Ads tracking templates?

This script was built to stop the hassle of having to manually create custom parameters like {_campaignname} or {_adgroupname}. It dynamically inserts names and updates them automatically when they change. That means better accuracy and way less maintenance.

How to start using the

Naming Conventions + UTM Builder

For the Naming Conventions + UTM builder all you have to do is make a copy of the Google Sheet, and you can start filling in the cells under our examples to start seeing the final URLs populate.

Step 1

Create two dropdown properties on the contact called ‘How Did You Hear About Us Tier 1’ and ‘How Did You Hear About Us Tier 2.’

Step 2

Add the new properties to existing forms in Hubspot and other data collection /conversion points.

Step 3

Create new workflow(s) to overwrite existing attribution data in these specific use cases based on user inputs.

Step 4

Build reporting to monitor How Did You Hear About Us alongside traditional attribution properties (UTM data, original source etc.)

Step 1

Click the “Download” button.

Step 2

Enter the Google Ads "Account ID" of the account you wish to use.

Step 3

Click "Edit and share" in the top right hand corner.

Step 4

Click "Acknowledge and save" on the pop-up.

Step 1

Click the “Download” button.

Step 2

Enter the GA4 “account ID” & “property ID” of the analytics account you wish to use.

Step 3

Click “Edit and share” in the top right hand corner.

Step 4

Click “Acknowledge and save” on the pop-up.

Step 1

Click the "Download" button, right-click on the page and select "Save As".

Step 2

Navigate to the Tag Manager home page here.

Step 3

Create a new Tag Manager account.

Step 4

Create a new Tag Manager container.

Step 5

Under the "Admin" tab, select "Import Container" to upload the template.

Step 1

Click "Download Now." You will receive a zip file containing the HTML email templates. Unzip it and open the "hubspot.html" file with an HTML editor.

Step 2

In Hubspot, navigate to 'Content' then 'Design Manager.' Click the 'Create a New File Button' and choose 'HTML + HubL' from the drop-down menu.

Step 3

Select "Email" from the "Template type' drop-down. Give the template a name and file location, then click "Create."

Step 4

Remove all HTML code from the new file, then copy all HTML in the unzipped email code. Paste the copied code into the blank file. Click "Publish Changes."

Step 5

Navigate to "Marketing", then "Email" and click the "Create email" button to build a new email with one of your new custom templates.

Step 6

Choose the email type "Regular", and find the uploaded template in the "Custom" tab. Name your email, click 'Create email' and start editing the content.

Step 1

You will receive a confirmation email that your order has been received.

Step 2

Click the link in that email and follow the prompts to grant UTTR the correct access to your Hubspot account.

Step 3

Hang tight while we drop the templates and modules into your account, within 72 hours max.

Step 4

The wait's over. We'll send you an email when this process is complete.

Step 5

Watch our quick tutorial videos for more tips and tricks to get the most out of your new templates.

Step 6

Remove us from your account and get back to creating brilliant emails.

Step 1

Click the "Download" button.

Step 2

Enter the Google Search Console "Domain" of the account you wish to use.

Step 3

Click "Edit and share" in the top right hand corner.

Step 4

Click "Acknowledge and save" on the pop-up.

Step 5

Follow video instructions below to update the second data source.

Step 1

Click the Download button to be redirected to the Webflow clone page.

Step 2

If you're not logged in, Webflow will prompt you to sign in before continuing.

Step 3

Once on the clone page, select the correct workspace and click Create Site in the top-right corner.

Step 4

Go to Project Settings > General Settings, rename your project, and adjust other basic settings.

Step 5

Choose a Webflow plan, connect your custom domain, and publish the site.

Step 6

Import your brand assets (logos, images, and fonts), customize the design, and launch your paid campaigns!

Step 1

Click the "Download" button.

Step 2

Download the "Google Ads Tracking Template.js" file.

Step 3

Open up your Google Ads Account & head over to "Tools" → "Scripts".

Step 4

Click the "+" button →& "New script" to copy and paste the downloaded script.

Step 5

Name the file & click the "Authorize" button & then run and save your script.

Step 6

Click the "Frequency" column to run the script on a schedule.

Naming Conventions + UTM Builder

Questions you can answer with our

Naming Conventions + UTM Builder

How to start using the

Naming Conventions + UTM Builder

Video Instructions

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