InstagramThe standard
- One written standard for source, medium and campaign values, shared by every person on the account.
- Lowercase values, no spaces, and a fixed separator.
The audit
- List every live ad and its destination link.
- Mark links with no tags, wrong values or values that do not match the standard.
- Check that the campaign value matches the ad naming convention.
In analytics
- Confirm that traffic appears under the expected source and medium.
- Look for the same channel split across several spellings.
After the audit
- Fix links in a batch and note the date in the change log, so the report can explain a break in the series.
The UTM builder creates links that follow a consistent pattern, and the UTM standard guide explains the reasoning.
