Naming Conventions

Braze campaign & UTM naming reference, builder, and validator

Market *

Type *

Goal

Product

Audience

Offer Type

Channel

Time Marker

Braze V2

{MARKET}-{TYPE}-{GOAL}-{PRODUCT}-{AUDIENCE}-{OFFER}-{CHANNEL}-{TIME}

Example: SE-nws-ret-pul-prm-dis-eml-q126

UTM Parameters

utm_source={platform}
 utm_medium={medium}
 utm_campaign={country}_{goal}_{product}_{audience}_{offer}_{time}
 utm_content={proposition}_{variant}

Example: utm_source=meta&utm_medium=psc&utm_campaign=de_ecom_caa_rm_dis_bf25

Key difference

Braze V2 uses dashes (-) as separators. UTM campaign uses underscores (_). This ensures both formats are parseable without ambiguity.

These dimensions use the same codes in both Braze and UTM conventions. Updating a product code in the shared registry updates both systems.

Dimension	Braze V2 Position	UTM Position	Codes
Country / Market	MARKET (1st segment)	utm_campaign (1st part)	`se, no, de, nl`
Goal	GOAL (3rd segment)	utm_campaign (2nd part)	`ua, lead, ecom, ret, awn, eng, app, sub, lf, mf, tf`
Product	PRODUCT (4th segment)	utm_campaign (3rd part)	`caa, ecm, pul, hv, zgo, wpm, ...`
Audience	AUDIENCE (5th segment)	utm_campaign (4th part)	`rm, pr, prrm, fre, prm, chn`
Offer Type	OFFER (6th segment)	utm_campaign (5th part)	`reg, dis, gwp, bun, lau, pre, free`
Time Marker	TIME (last segment)	utm_campaign (last part)	`q126, bf25, eas25, 260303`