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UTM taxonomy

Every lead reaching Salesforce must be attributable, without ambiguity, to the platform, campaign, audience, and creative that generated it. The UTM taxonomy is the convention that makes that reading possible. Without it, monthly reports lose granularity and budget optimization becomes subjective.

General conventions

All values are built in lowercase, without accents, without spaces, and without special characters. The internal separator between concepts is the underscore. URLs are always built from a controlled template, never by hand per ad, to avoid typos that break attribution.

Parameters

Parameter Function Allowed values
utm_source Origin / platform linkedin, google, email, direct, referral
utm_medium Traffic type cpc, paid_social, display, video, email, organic
utm_campaign Campaign identifier [product]_[objective]_[period]
utm_content Ad variant [format]_[angle]_[v#]
utm_term Google Search only: keyword or ad group [adgroup] or dynamic {keyword}

utm_campaign

Format: product_objective_period.

Product (two values in the pilot):

  • credit → CIAL360 Credit
  • cwatch → Compliance Watch

Objective:

  • awareness → top of funnel, reach
  • leadgen → demo or form capture
  • retarget → remarketing to visitors
  • abm → specific accounts (LinkedIn matched)

Period: fiscal quarter in the format 2026q2, 2026q3, 2026q4.

Examples: credit_leadgen_2026q2, cwatch_abm_2026q2, credit_retarget_2026q2.

utm_content

Format: format_angle_v#.

Format:

  • single → single image
  • carousel
  • video
  • doc → document ad (LinkedIn)
  • text → text ad or RSA in Google
  • lead → lead-gen form (LinkedIn)

Angle or persona:

  • cfo, creditmgr, cro, compliancemgr, cooperations
  • industria_[mfg|retail|auto|fyb|oilgas|construction|logistics] when segmenting by industry

Version: v1, v2, v3 for A/B testing.

Examples: single_cfo_v1, video_creditmgr_v2, lead_compliancemgr_v1.

Example URLs

LinkedIn — CIAL360 Credit, lead gen, CFO angle v1:

https://es.cialdnb.com/landing-pages/cial360-credit-velocidad
  ?utm_source=linkedin
  &utm_medium=paid_social
  &utm_campaign=credit_leadgen_2026q2
  &utm_content=lead_cfo_v1

Google Search — Compliance Watch, keyword "lista PEP":

https://es.cialdnb.com/productos/compliance-watch
  ?utm_source=google
  &utm_medium=cpc
  &utm_campaign=cwatch_leadgen_2026q2
  &utm_content=text_compliancemgr_v1
  &utm_term={keyword}

In Google Ads, {keyword} is a dynamic parameter the platform fills automatically with the keyword that triggered the ad.

Operating rules

URL construction is always done with a controlled template (master sheet with dropdowns), not by hand. Before publishing, each URL is validated with a parser that checks for typical errors: double ?, double &, disallowed uppercase, encoded spaces, special characters. Campaigns are not recycled: if one ends and restarts with changes, utm_campaign is versioned or the period is updated.

Capture in Salesforce

For attribution to survive the handoff from Webflow to Salesforce, the five UTM parameters travel as hidden form fields into the Lead. Salesforce stores them in five custom fields on the Lead object, with equivalents propagated to Opportunity and Account to preserve attribution across the funnel.

GA4 reads UTMs automatically from the URL, without additional configuration. Looker Studio consumes them from GA4 and from Salesforce to build cross-funnel reports.