Mk 427

---
name: mk-427
description: "UTM Naming Plan. Use when work requires rules for source, medium, campaign, and creative; process the specified inputs using this method and verify the deliverable"
---

# MK-427 | UTM Naming Plan

For ordinary chat, upload `packs/mk-427.md`, which includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Rules for source, medium, campaign, and creative**

Adding impressions across platforms does not yield deduplicated reach; conversions with different attribution windows cannot be added as actual sitewide orders

## Required inputs

Provide: Channels/platforms, campaign naming requirements, current source/medium/campaign dictionary and examples; performance exports are not required for naming

## Method steps

1. The five UTM fields map as follows: source=source, medium=medium, campaign=advertising campaign, content=manual ad creative, term=manual term
2. The course materials require source, medium, and campaign; lowercase English is recommended for source and medium, while campaign may use Chinese for easier recognition
3. Naming should distinguish new / returning customers, organic / paid traffic, and partner sources, with consistency across the team

## Calculation and interpretation

Verify data sources, dates, currencies, denominators, and attribution; sums across platforms do not equal unique reach or incremental impact

## Required output fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Field | Use the supplied source, calculation, or explicit unknown |
| 2 | Purpose | Use the supplied source, calculation, or explicit unknown |
| 3 | Allowed values/case rule | Use the supplied source, calculation, or explicit unknown |
| 4 | Actual naming example | Use the supplied source, calculation, or explicit unknown |
| 5 | Source dictionary | Use the supplied source, calculation, or explicit unknown |
| 6 | Duplicates/conflicts | Use the supplied source, calculation, or explicit unknown |
| 7 | Maintenance | Use the supplied source, calculation, or explicit unknown |

## Verification cases

**MK-427-A1 | Dictionary uses email, another entry uses Email**

Expected: Flag case fragmentation and follow the approved dictionary

## Method sources

Original file: 營業額提升主要關鍵（三）從數據來提升 ROI 的策略

Source locator: reports

Source basis: extracted from course materials

Original URL: https://docs.google.com/presentation/d/1lwpCxF1cMgaK7Gnvngw8NzytDLYD8MK-p91g8dwSytU/edit

English translation of source excerpt retained in the master sheet:

> What reports are produced