Naming Conventions

Naming conventions let you define a structured format for parameter values, so every campaign name follows the same pattern. Instead of relying on team members to remember brand_spring-sale_us_2026, the convention builder guides them through each segment. This alone has saved us hours of cleanup.

How it works

A naming convention is a set of segments joined by a separator. Each segment has a name and a list of allowed values. When someone creates a template or link, they pick a value for each segment and Attri assembles the final string.

Simple as that.

Example

Convention for utm_campaign:

Segment	Values
Brand	acme, acme-pro
Campaign Type	launch, sale, webinar, newsletter
Region	us, emea, apac, global
Quarter	q1-2026, q2-2026, q3-2026, q4-2026

Separator: -

Result: acme-sale-us-q2-2026

Setting up a convention

1. Go to Parameters > click on the parameter you want to configure
2. Under Naming Conventions, click Create convention
3. Add segments with their allowed values
4. Choose a separator (-, _, ., or /)
5. Save

The whole setup takes a couple of minutes, and it pays for itself the first time someone doesn’t have to Slack you asking “what’s the naming format again?”

Using conventions in templates

When creating a template, parameters with a naming convention show a Convention option. Select it to build the value from segments instead of typing manually. You can switch between convention mode and manual entry at any time (handy for one-off campaigns that don’t fit the pattern).

Notes

• Conventions are typically used for utm_campaign but can be applied to any managed parameter
• The assembled value is stored as a plain string, so it works with any analytics tool
• Convention values appear in the parameter’s value list automatically