How agencies should manage UTM links across clients

Agencies need one approved pattern for source, medium, campaign, term, and content values. Without it, reports split the same campaign into multiple rows and every monthly report requires manual interpretation.

The naming system should be written before links are created and reused across paid media, email, social, influencer, and partner campaigns.

A good UTM workflow makes it obvious which client, campaign, channel, and asset a link belongs to. That context should not live only in a spreadsheet note or Slack thread.

When links are grouped by client and campaign, teams can find approved URLs faster and avoid reusing the wrong destination or short link.

Every campaign link should be checked before it reaches an ad platform, email tool, social post, QR code, or client handoff.

• Confirm the destination page is final
• Check required UTM values
• Remove duplicate parameters
• Use approved source and medium values
• Test the final short link or branded link
• Store the approved link where the whole team can find it

Spreadsheets can help with planning, but a growing agency needs one reliable system for approved campaign links.

Linkly is built to be that system of record: links can be organized by client, campaign, domain, and reporting context instead of being scattered across docs, messages, and ad accounts.