A company switches CRMs and loses a year of channel attribution overnight because nobody standardized how campaigns were tagged.
Why this keeps coming up
The concrete approach
Step 1
Agree on a fixed naming convention for source, medium, and campaign before creating a single new tracked link.
Step 2
Keep a master spreadsheet of every UTM combination in use, not just the links themselves; this becomes the reference during any migration.
Step 3
Store campaign source data as a standard field in the CRM, not a free-text note that different people fill in differently.
Step 4
Export raw lead-level data with its source tags before any platform migration, regardless of what the new tool promises to import.
Step 5
Re-verify tracking in the new system with a handful of test submissions before trusting a full month of live data.
Where this goes wrong
- Letting different team members invent their own UTM naming conventions.
- Trusting a platform migration to preserve historical attribution without a manual export first.
- Storing campaign source as free text instead of a structured field.
- Skipping a test run in the new system before relying on its numbers.
How to tell it is actually working
Bottom line
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See Fracmo pricing →Keep reading
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