DeFi Campaign Naming Conventions
Bad naming = broken attribution. Half of DeFi marketing attribution problems start with inconsistent campaign names. This guide gives you a standard taxonomy that works across every tool and team.
The Standard Format
{chain}_{channel}_{type}_{date}_{variant}chain
Target blockchain. Values: eth, base, sol, ton, multi
channel
Traffic source. Values: twitter, discord, telegram, kol, email, reddit, paid
type
Campaign goal. Values: awareness, acquisition, retention, launch, airdrop
date
Campaign start date. Format: YYYYMM for monthly or YYYYMMDD for daily campaigns
variant
Specific identifier for the campaign — KOL name, ad creative version, announcement topic, etc.
Examples by Campaign Type
| Campaign Name | Description |
|---|---|
| eth_kol_acquisition_202603_cryptoinfluencer1 | Ethereum KOL acquisition campaign, March 2026 |
| base_twitter_launch_20260315_threadv2 | Base chain launch thread on Twitter, March 15 |
| sol_discord_retention_202603_stakingannouncement | Solana staking retention campaign via Discord |
| multi_email_awareness_202603_newsletter12 | Multi-chain awareness newsletter #12 |
| ton_reddit_acquisition_202603_defithread | TON Reddit DeFi thread for user acquisition |
| eth_kol_launch_20260301_alice | ETH launch campaign with KOL Alice, March 1 |
| base_paid_acquisition_202603_googleads1 | Base chain Google Ads acquisition campaign |
| sol_telegram_airdrop_20260320_claimbot | Solana airdrop claim via Telegram bot |
| multi_twitter_awareness_202603_spacesrecap | Multi-chain Twitter Spaces recap thread |
UTM Parameter Mapping
Map your naming convention segments directly to UTM parameters for clean attribution across every analytics tool.
| UTM Parameter | Value From | Example |
|---|---|---|
| utm_source | channel | twitter, discord, kol |
| utm_medium | type | acquisition, launch, airdrop |
| utm_campaign | Full campaign name | eth_kol_acquisition_202603_alice |
| utm_content | variant | alice, threadv2, newsletter12 |
Common Mistakes
Mixed Casing
"ETH_Twitter" and "eth_twitter" become two separate campaigns. Always use lowercase.
No Dates
Without dates, you can't distinguish between the March and June Twitter launch campaigns.
Too Generic
Names like "campaign1" or "test" tell you nothing 30 days later. Be specific.
Spaces in Names
Spaces break URLs and UTM parameters. Use underscores as delimiters — never spaces.
Inconsistent Delimiters
Mixing underscores, hyphens, and dots ("eth-twitter_launch.v2") makes filtering impossible. Stick to underscores everywhere.
Get the Template
Download the Google Sheets template with pre-built naming convention validation, UTM builder columns, and example campaigns. Make a copy and share it with your team.
Download Google Sheets Template →FAQs
Why do campaign naming conventions matter for attribution?
Attribution tools match conversions to campaigns by name. If one person writes "eth-twitter-launch" and another writes "ETH Twitter Launch Campaign", they show as two different campaigns. Consistent naming gives you accurate, aggregatable data.
Should I use underscores or hyphens?
Underscores. Most analytics tools (including GA4) handle underscores cleanly in UTM parameters. Hyphens can cause issues with some reporting tools that split on hyphens. Pick one and enforce it.
How granular should my campaign names be?
Granular enough to distinguish campaigns, but not so detailed that every link is unique. The format {chain}_{channel}_{type}_{date}_{variant} gives you five levels of filtering without being unwieldy.
What if my campaign spans multiple chains?
Use "multi" as the chain segment: multi_twitter_launch_202603_v1. You can still filter by channel, type, and date. If you need per-chain breakdowns, create separate links per chain.
Can I use this with Web3 Trackers?
Yes. Web3 Trackers reads UTM parameters from your tracked links. If your campaign names follow this convention, your dashboard automatically groups and filters correctly — no extra setup.
Ready to automate your attribution?
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