If your UTM sheet and your MMP campaign names evolved separately, reconciliation will always feel like archaeology. User acquisition attribution does not require poetry; it requires a grammar.
A grammar that survives festive spikes
- Channel family — paid_social, paid_search, affiliate, store
- Objective — install, reinstall, reactivate
- Offer or creative family — short code, not a slogan
- Geo — MY, SG, or a city code when truly needed
- Date stamp — ISO week or launch date
Example: paid_social_install_ramadanA_MY_2026W12
Ownership
Someone on media writes the string; someone on analytics documents which field maps to channel family. Without that handshake, every new contractor invents a dialect.
A Campaign Tagging Review is essentially a facilitated handshake with a written output you can enforce.