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• Mis-tagging Social Media links and not separating paid and non-paid social campaigns
• Setting the medium to “cpc” when tagging Social Media campaigns
• Mixing lowercase and uppercase letters
• Making UTM parameter values difficult to read in campaign reports
• Incorrectly using ‘&’, ‘=’, ‘?’ and ‘#’ symbols in UTM tags
• Using UTM tags to track internal links
• Not testing tagged links before using them
• Creating unique campaign names for each medium and source
• Making spelling mistakes when using Google Analytics UTM tags
• Not following a consistent naming convention for UTM campaigns
• Confusing the purpose of  “utm_source” and “utm_medium” parameters
• Not using the mandatory utm_source parameter"

If you’re not applying UTM tags to your Facebook advertising traffic, it’s likely not being categorized correctly. Facebook ad traffic often shows up as m.facebook.com / referral | facebook.com / referral, or something similar without UTM tagging in place. 

In Google Analytics, your main method for viewing lead and sale success should be by navigating to the Acquisition section and selecting Source/Medium. Within this section, we are able to choose both ad content and ad campaign as secondary dimensions; this means that when we use UTMs, we can actually use Google Analytics to see success at the ad level (and do some other cool things).

By choosing a process for the campaign and content UTMs, you set yourself up for success. What does success look like?