Make campaign names useful six months later.

Choose a stable vocabulary

Agree on source, medium and campaign labels before distributing links. Use a written set of values rather than letting each person invent punctuation and capitalization. Keep the vocabulary small enough to remember.

A campaign name should identify the business initiative, not contain a customer’s email, phone number or other personal data. URLs can travel through logs, screenshots and shared messages.

Separate the channel from the creative

For an illustrative autumn catalog email, source might be “newsletter,” medium “email” and campaign “autumn-catalog.” A separate content label can distinguish the header button from a product image. Keep that distinction consistent across sends.

Test the final link after any redirect or shortening step. A perfectly named spreadsheet entry is useless if the actual customer link drops its tags before the storefront records them.

• Keep a register of approved campaign names.
• Use the same timezone when comparing reports.
• Exclude deliberate test orders from performance summaries.
• Do not overwrite an unknown source with a guessed campaign.

Reconcile at the order level

Follow a controlled visit to a test order and inspect the recorded fields. Check that a page refresh does not create another purchase event and that source data survives the intended navigation.

Torva’s attribution views help put known source evidence beside orders. Campaign naming improves that evidence; it does not remove consent, device or browser limits on measurement.