The UTM Tag Structure

Taught on 2024-12-13, 2024-12-19

What this is

A distinct UTM tag per traffic source so Search Console and Analytics can tell you which property actually produced the click.

Run it

1. Build a separate tag for each of: GMB organic, GMB maps, GMB branded, GMB knowledge panel.
2. Build a separate tag for each social platform: Twitter/X, Facebook, LinkedIn, Instagram, Pinterest, TikTok, YouTube.
3. Use Google's own UTM builder.
4. Keep the tags SHORT so the URLs do not blow up.
5. Track the major sources only, do not over-engineer.
6. Read the result in Search Console to see which platform and content type drives engagement.

From the call

Mike drew this as a mind map on the 2024-12-19 call and committed to sharing it. A member-built Google Sheets template was requested on the same call.

Where this came from

Call date	Source in the archive
2024-12-13	_ingest/fireflies/calls/2024-12-14_friday-the-13th-part1.md
2024-12-19	_ingest/fireflies/calls/2025-07-08_green-grid-goblins-12-19-call-recording.md

See also

• All playbooks
• Tool stack
• Member wins
• Call archive