Tags, Folders, and UTM Reference
Organization controls keep large workspaces navigable and analytics interpretable.Tags
Use tags for flexible, cross-cutting labels. Good tag examples:- channel names
- region and language
- experiment cohort
- brand or product line
- use a controlled naming style.
- avoid near-duplicate tags.
- document high-value tags used in reporting.
Folders
Use folders for ownership and structural grouping. Typical folder patterns:- by team
- by region
- by product
- by campaign family
UTM templates
UTM templates standardize tracking parameters across campaigns. Typical fields:- utm_source
- utm_medium
- utm_campaign
- utm_term
- utm_content
- Use reusable templates instead of manual entry.
- Keep naming stable over time.
- Avoid changing UTM conventions mid-campaign.
Governance model
| Control | Best use |
|---|---|
| Tags | Fast filtering and comparative reporting |
| Folders | Ownership boundaries and operational structure |
| UTM templates | Campaign attribution consistency |
Search and filtering workflows
In large workspaces, combine global search with tags/folders to speed operations:- Start with folder filter for ownership scope.
- Apply tags for campaign/channel segmentation.
- Apply date and status filters in analytics pages.
- Export filtered views when reconciling with external systems.
Common mistakes
| Mistake | Result | Fix |
|---|---|---|
| Freeform tag naming by each user | Fragmented filters and reports | Adopt naming standard and merge duplicates |
| Using folders like tags | Poor discoverability | Keep folders structural, tags descriptive |
| Manual UTMs without templates | Inconsistent attribution | Use templates and review periodically |
Monthly organization review
- Merge duplicate tags.
- Archive stale folders.
- Validate top UTM templates against current campaigns.
- Reconcile analytics filters with naming standards.
/user-guides/manual/growth/campaigns-links-rules/user-guides/manual/data/analytics-views-reference/user-guides/manual/data/exports-and-operational-checks