What to change
Adopt a controlled naming convention based on the reporting decision, then confirm which existing variants actually mean the same thing. Similar text can still describe different campaigns, so do not merge purely by appearance. Provide an approved example that staff can copy when building new links, and test the complete landing URL. Keep any historical grouping transparent so a cleaner report does not disguise an unexplained change in classification.
A worked example
Illustrative example
Fictional naming example: agree source = practice_newsletter, medium = email and campaign = autumn_opening_2026_10 for one October send. Two staff preparing that same send should produce those exact values. A genuinely different November send uses its own approved campaign value rather than being silently grouped into October. Keep the destination page identical when comparing their drafts, then open both completed links. Review older spelling variants with the campaign owner before mapping them together. These are sample labels, not a mandatory naming scheme or a claim about a live campaign.
What this means for your practice
Small differences in capital letters, spaces or separators can split one initiative across several report rows. Begin by confirming which existing labels genuinely refer to the same activity. Similar wording is not enough to merge separate campaigns. Agree a simple naming example that staff can copy, then ask two people to create draft links from the same brief. They should produce consistent labels and the intended landing page. Keep any historical grouping transparent so a cleaner chart does not disguise changed definitions. The purpose is a reporting distinction the practice can use, rather than a complicated naming system that requires a specialist for every new link.
How to check the result
Future labels are consistent and any historical grouping has an explained mapping.
A mistake to avoid
Automatic lowercasing cannot resolve labels that represent different business activities.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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