Map the handoffs
Audit existing platforms, account ownership, customer touchpoints and the gaps between campaign activity and follow-up.
Marketing Technology / UTM management
UTM management
Make campaign links consistent across teams and channels. We establish UTM naming rules, maintain a shared link register, check tagged destinations and review campaign reporting. UTM tags do not identify an individual or establish causation.
Let’s discuss your brief
01 / THE OPPORTUNITY
UTM management has a role in the bigger picture.
Make campaign links consistent across teams and channels. We establish UTM naming rules, maintain a shared link register, check tagged destinations and review campaign reporting. UTM tags do not identify an individual or establish causation.
The goal is not to run utm management in isolation. It is to give this service a clear job within your marketing technology strategy, with an audience, a relevant message and a next step that makes sense.
02 / OUR APPROACH
Useful technology. Clear responsibilities.
We start with the journey, then configure the tools around it. HubSpot supports customer relationships; Google, Meta, LinkedIn and TikTok support campaign activation and measurement; SharePoint supports team collaboration. Conversational chat carries enquiries forward, while UTM governance keeps campaign links consistent.
What this means for utm management.
Make campaign links consistent across teams and channels. We establish UTM naming rules, maintain a shared link register, check tagged destinations and review campaign reporting. UTM tags do not identify an individual or establish causation. Before execution, we clarify the objective, scope, access requirements, responsibilities and reporting approach with your team.
Set up and connect
Agree the scope, configure access and workflows, connect supported integrations and test events and lead handoffs before launch.
Manage and improve
Run agreed campaigns, review data quality and lead journeys, and refine workflows with documentation and team handover.
03 / CONNECT THE JOURNEY
The next touchpoint
should feel familiar.
Search and social create demand. Marketing Technology connects that attention to forms, conversations, CRM workflows and usable reporting. MIP is the separate intelligence layer that helps interpret agreed campaign data—not a replacement for your CRM or advertising platforms.
Connect with Search & AIWhat we look at together
Validated conversion eventsLead routing and response qualityCampaign-link and reporting consistencyMeasures are agreed for your scope. Delivery and engagement are not the same as a business outcome.
Bring the learning together with MIP04 / THE CAPABILITIES
From the brief to the next move.
One service, a focused campaign, or ongoing support for your brand or creative agency.
What your engagement can include.
- Source, medium and campaign naming conventions
- Shared campaign-link register and link checks
- Reporting consistency and ongoing tagging governance
Tell us what you want to improve, who you need to reach and what a useful response looks like. We use that context to shape the service rather than beginning with a tool or channel checklist.
Agree on the work.
Define deliverables, account ownership, access, responsibilities, dependencies and reporting before work starts. When another agency is involved, we clarify where each team contributes.
Review, then refine.
Bring the service’s reporting into the wider plan. MIP supports campaign visibility and analysis so your team can decide which questions, creative or allocations to revisit.
UTM management: your questions, answered.
What does UTM management do?
It creates consistent source, medium and campaign labels for campaign links. A shared naming convention and link register help analytics reports group traffic more reliably.
Should UTMs be added to internal website links?
Campaign tags are intended to identify incoming campaign traffic. Internal tagging can confuse attribution, so the convention should focus on approved external campaign links and the chosen analytics setup.
Do UTM tags guarantee complete campaign attribution?
No. Tags can be lost or affected by consent, redirects and reporting behaviour. Link checks improve consistency, but tagged visits do not establish that a campaign caused a sale.
LET’S MAKE EVERY SCREEN COUNT
Your next chapter.
Our next conversation.
For ambitious brands and the agencies behind them.