Track campaign links with consistent UTM tags

A good UTM naming convention is a short set of rules that makes every tag predictable: lowercase letters only, one fixed list of source and medium values, and one pattern for campaign names. Kite writes those rules for your team, and a typical set looks like this:

• Source is the site or sender, written the same way every time: google, linkedin, meta, or the name of your newsletter.
• Medium comes from a short fixed list: cpc for paid search ads, paid_social for paid social ads, email for email, social for unpaid social posts, and referral for links on partner sites.
• Campaign names the campaign in lowercase words joined by underscores, such as forecasting_webinar or spring_launch.
• Content names the ad or email version, such as video_a or headline_b, so you can compare versions within one campaign.
• Term holds the keyword for paid search ads and is left off everywhere else.

The medium values are chosen for a reason. Google Analytics and Kite's built-in analytics both recognize cpc as paid search, paid_social as paid social, and email as email, so visits tagged with those values land in the right channel without any extra setup. If your Google Analytics property uses custom channel groups, Kite reads how they're defined and picks medium values that land where you expect.

When your team already tags links, Kite starts from what you have. With Google Analytics connected, it reads the source, medium, and campaign values that already appear in your reports. If "LinkedIn", "linkedin", and "li" all show up, Kite picks one and writes it into the scheme, so future links stop splitting your results.

Kite tags links while it builds the campaign, because that's the moment each link is created. When it builds a landing page for a LinkedIn ad, a partner promotion, or an email campaign, it writes the tagged link for every channel that will point to the page and lists them in the campaign's results.

Say you're running a webinar and promoting it three ways. Kite gives each channel its own link, all sharing the campaign name forecasting_webinar:

• The LinkedIn ads use linkedin as the source and paid_social as the medium, with video_a and image_b as the content values for the two ad versions.
• The invitation email uses your newsletter's name as the source and email as the medium.
• A partner's announcement uses the partner's name as the source and referral as the medium.

The ad copy, emails, and posts Kite writes for the campaign carry those links. When Kite sends the email or publishes a post through a connected account, the tagged link goes out with it. For ad platforms where you launch the ads yourself, Kite hands you the finished link for each ad so you can paste it in.

Kite keeps names, email addresses, and other personal details out of the tags. A link can end up in browser histories, shared screenshots, and analytics reports, so the tags describe the campaign and never the person who clicked.

Kite records your naming scheme and each campaign's tag values in the campaigns section of your team's knowledge base. That record is what keeps the next campaign consistent. When someone asks Kite for a new campaign three months later, Kite reads the same scheme and follows it, so the new links match the old ones.

The record also answers the questions that come up mid-campaign, such as which link the partner should use or what the content value was for the second ad. You can ask Kite and it looks it up. If your team keeps campaign links in a shared spreadsheet, Kite can add the new links there too through a connected spreadsheet account.

Consistent tags pay off when Kite reads the results, because every visit from a campaign lands under one name in the right channel. Kite measures results in one of two ways, depending on where your website runs.

On a website Kite builds and hosts, its built-in analytics sorts every visit into a traffic source using the medium tag and the page the visitor came from. The sources are paid search, paid social, email, AI assistants, organic search, organic social, referral, and direct. Kite can break your conversion funnel down by those sources to show, for example, that paid social brought half the visitors but email brought most of the signups.

For campaign-by-campaign numbers, or for a website that runs somewhere else, Kite reads them from your connected Google Analytics account. It reads conversions grouped by source and medium, campaign, and landing page, using the attribution settings your property already has, so its numbers match what you see in Google Analytics. A campaign that sent 2,000 visitors and 12 signups reads very differently from one that sent 300 visitors and 30 signups, and Kite puts them side by side.

Kite then uses the comparison to plan the next round. It tells you which campaign, channel, and ad version earned the most conversions, and it proposes where the next campaign's time and budget should go.