Tip: Keep your campaign reports clean
Google Analytics campaign tracking is a great feature, but it requires some project management to ensure the data coming in stays accurate. Campaign tagging your links is case sensitive, meaning if you launch three campaigns and you list the medium as “EMAIL,” “Email,” and “email,” those will show up as three completely separate mediums. You can use a shared document between your marketers to keep track of these tags and make sure they’re consistent. But you can also add a lowercase campaign/medium/etc. view filter to make sure that your campaign mediums show up consistently in your reports.