Many brands run the same seasonal creative toward both a marketplace storefront and an owned cart. When every link inherits the same campaign name, analytics and marketplace dashboards both claim the order. Finance then sees a gap neither channel team can explain.
Agree a naming convention that encodes destination: owned versus marketplace, and the primary creative theme. Keep the structure boring and documented in a shared sheet so freelancers and agencies do not invent weekly variants.
Sample ten high-value orders each week during a campaign and walk the click path. You are not building a perfect model—you are catching systematic mislabels before month-end reconciliation.
If marketplace reporting cannot accept custom parameters, isolate that spend in finance’s view and stop mixing it into owned-store conversion targets. Clarity beats a blended number that no buyer trusts.