UTM hygiene before you trust any attribution model
Broken parameters and inconsistent campaign names quietly wreck multi-touch reports. Here is a practical naming discipline used with Hong Kong retail and B2B teams.
Attribution dashboards only reflect the tags you send them. When three agencies invent three UTM schemes for the same brand, last-click looks decisive and multi-touch looks chaotic—both for the wrong reasons.
Start with a single source of truth: a shared spreadsheet or Notion table that lists medium, source, campaign, content, and term for every flight. Require the performance lead to approve new names before media goes live. In practice, that review takes five minutes and prevents weeks of cleanup.
For Hong Kong teams running both Traditional Chinese and English creatives, encode language in the content parameter rather than inventing parallel campaign names. Parallel names split volume and make month-end comparisons unreliable.
Audit weekly during peak promo periods. Look for empty mediums, lowercase vs mixed-case duplicates, and paid social clicks that arrive as (none). Fix those before debating which channel deserves budget.
Once naming is stable for a full reporting cycle, revisit your attribution model. Clean inputs make position-based and data-driven approaches far easier to defend in front of finance.