Data Management Playbook: a single standard for campaign naming, UTMs and custom fields

Laiki's Data Management Playbook brings together, in a single standard, the campaign naming convention, the UTM tracking manual and the custom fields guide that your marketing and sales operation needs to follow to stop losing track of its own investment. The material is free and was designed for those who build campaigns, create links or configure CRM fields day to day, such as performance analysts and marketing coordinators.

Download Laiki's Data Management Playbook: campaign naming, UTMs and custom fields in a single standard. Access the full playbook.

What you will find in this material:

The playbook starts from three golden rules that apply to any name or link created in the operation: everything in lowercase, no spaces, always with an underscore in their place, and no accents or special characters. From there, the material details three modules. The first defines the fixed naming formula for campaign, ad set and ad, always opening with the date in year and month format. The second is the UTM manual, with the standard of values for source, medium, campaign and content, including the rule that the campaign field in the UTM must be identical to the name created in the first module. The third organizes the custom fields of the CRM and forms with a prefix per function, marketing, lead scoring or sales, so that the same field always has the same technical name across all tools. The material closes with an integration checklist, with a template spreadsheet, to map each source field, type and function before creating its twin on each platform.

Why a single standard changes the report

Traffic without a standardized UTM falls into a common ditch called direct/none, and a campaign written one way in one ad and another way in the next ad becomes two report lines for the same thing. The article How to set up UTMs: the naming standard that keeps your report reliable goes deeper into this mechanism, and the playbook starts from that point to also cover the campaign name and the CRM field, which are the stages before and after the UTM in the same data chain.

The playbook works as a binding internal rule for the operation: every campaign, link and field created from now on follows the same standard, and each CRM field gets a twin with an identical technical name in the marketing tool and in Laiki. The article Marketing and sales data management: how to organize before automating shows the broader picture of this organization.

Start with the stage that hurts the most

You do not need to apply the three modules at the same time. Start with the stage that currently generates the most divergence in your operation, whether it is the campaign name, the UTM link or the CRM field, and implement that module first before expanding to the others.

Download Laiki's Data Management Playbook: Access the full playbook and start standardizing the stage that is distorting your report right now.