Full Answer
Living UTM guide = standardized naming documentation. Prevents facebook vs Facebook fragmentation.
Cherry Seed
What is a UTM living guide?
attribution model
conversion tracking
channel grouping
Quick Answer
Documented standard for UTM naming: approved sources (facebook, google, newsletter), mediums (cpc, email, social), lowercase conventions, campaign structures. Team references guide for consistent tagging. Prevents data fragmentation from inconsistent naming.