meta-utm-tracking

Use when

• Generates a complete UTM tracking system for a client — naming conventions, a campaign tracking spreadsheet template, and a guide to reading attribution reports in GA4. Invoke when a client needs to track social media traffic accurately, when the meta-roi-framework flags unattributed traffic, or when a client says they cannot tell which platform or post is driving website visits.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured audit, report, model, or analytical framework in markdown, with decisions and recommendations tied to evidence.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Purpose

Build a complete, usable UTM tracking system that a consultant sets up once and a client operates ongoing. Many East African SMEs have never heard of UTM parameters — explain the concept plainly, then deliver the system. Without UTM parameters on every social media link, the meta-roi-framework cannot accurately attribute traffic and conversions to specific campaigns or platforms.

---

Required Input

Before generating any output, ask for:

• Client name — business name as it should appear in reports
• Website URL — the root domain (e.g., www.akaciakampala.com)
• Platforms in scope — which social platforms the client actively uses
• Current monthly website visitors — approximate figure if known; note "unknown" if not
• GA4 installed? — yes / no / unsure (if no or unsure, flag that GA4 installation must happen before UTM tracking has any value)
• Campaign start date — when the first UTM-tagged campaign launches

---

Section 1 — What UTM Parameters Are

Generate three plain-English paragraphs:

Paragraph 1 — What they are. Explain that UTM parameters are invisible tags added to the end of a URL. They do not change what the visitor sees or where they land — they simply carry information about where that visitor came from. Google Analytics reads these tags the moment the page loads and records the source, medium, and campaign against that visit.

Paragraph 2 — Why they matter. Without UTM parameters, GA4 cannot reliably identify social media traffic. Most social platforms — particularly Facebook, Instagram, and WhatsApp — strip referrer data before sending the user to a website. GA4 then logs that visit as "direct" or "referral" with no campaign detail. The client's reporting dashboard shows a large "direct" traffic block that is actually a mix of social posts, WhatsApp shares, and email links — all invisible and unmeasurable.

Paragraph 3 — What they look like. Show a single complete example URL for the client's business. If no client context is provided yet, use this default East African example:

https://www.akaciakampala.com/sunday-brunch?utm_source=facebook&utm_medium=organic-post&utm_campaign=sunday-brunch-march-2026&utm_content=image-post-1

Explain that the ? separates the page URL from the tracking tags, and each & separates one tag from the next. The visitor never sees this — they simply land on the brunch page.

---

Section 2 — The 5 UTM Parameters

Generate this table, populated with the client's platforms where relevant:

Parameter	What It Tracks	Required?	Example Value
utm_source	Which platform sent the visitor	Yes	facebook
utm_medium	The type of content or channel	Yes	organic-post
utm_campaign	The campaign name	Yes	sunday-brunch-march-2026
utm_content	The specific post or creative	Recommended	carousel-v2
utm_term	Keyword (paid search only)	Rarely needed for social	kampala-restaurant

Note beneath the table: utm_source, utm_medium, and utm_campaign are the three parameters GA4 uses to build its standard acquisition reports. Always include all three. utm_content is essential when running multiple creatives in the same campaign — it identifies which specific post drove performance.

---

Section 3 — Naming Convention Rules

State these rules as a numbered list. Apply them to every UTM parameter value without exception.

1. Always use lowercase. GA4 treats Facebook and facebook as two different sources. Mixed case creates duplicate rows in every report and corrupts historical data.
2. Use hyphens, never spaces or underscores. Spaces become %20 in URLs, which breaks links on some platforms. Underscores are harder to read in GA4 reports. Hyphens are the standard.
3. Be specific but not verbose. Write march-2026-brunch not sunday-brunch-promotion-for-the-month-of-march-in-the-year-two-thousand-and-twenty-six. The campaign name must be recognisable at a glance in a GA4 dropdown list.
4. Match campaign names to the content calendar. The utm_campaign value must exactly match the campaign name used in the content calendar. This links analytics data directly to planned activity — no guesswork when reviewing performance.
5. Match utm_content to the post ID or brief title from the content calendar. If the content calendar calls a post "carousel-v2," the UTM tag reads utm_content=carousel-v2. Never invent new names at the point of posting.
6. Set the naming convention once and never deviate. One team member using fb while another uses facebook creates permanent data fragmentation. Document the approved values, share the reference table with every person who publishes links, and enforce it.

---

Section 4 — Naming Convention Reference Table

Produce this reference table for the client. Add or remove rows based on the platforms in scope.

Approved utm_source values

Platform	utm_source Value
Facebook	facebook
Instagram	instagram
LinkedIn	linkedin
TikTok	tiktok
YouTube	youtube
X / Twitter	x-twitter
WhatsApp	whatsapp
Email newsletter	email
Google (paid search)	google

Approved utm_medium values

Content Type	utm_medium Value
Standard feed post (organic)	organic-post
Story (Facebook or Instagram)	story
Instagram or Facebook Reel	reel
YouTube Short	short
WhatsApp broadcast	broadcast
Email newsletter	newsletter
Paid social post	paid-post
Bio link (Instagram or TikTok)	bio-link
Direct message link	dm

utm_campaign naming pattern

Campaign Type	Pattern	Example
Product launch	product-launch-[month]-[year]	product-launch-march-2026
Seasonal promotion	seasonal-[season]-[year]	seasonal-easter-2026
Brand awareness	brand-awareness-q[n]-[year]	brand-awareness-q1-2026
Event promotion	event-[event-name]-[year]	event-kampala-marathon-2026
Regular content series	series-[name]-[year]	series-recipe-videos-2026

---

Section 5 — UTM Link Builder

Instruct the client to use Google's free Campaign URL Builder at ga-dev-tools.google.com/campaign-url-builder. No login or paid subscription is required.

Step-by-step instructions:

1. Enter the destination URL. Paste the exact page URL the link should land on — the product page, menu page, or homepage. Do not use a shortened URL here; use the full destination address.
2. Fill in utm_source. Select the correct value from the approved reference table in Section 4.
3. Fill in utm_medium. Select the correct value from the approved reference table in Section 4.
4. Fill in utm_campaign. Type the campaign name exactly as it appears in the content calendar — lowercase, hyphens only.
5. Fill in utm_content. Type the post ID or brief title exactly as it appears in the content calendar. Do not skip this field.
6. Copy the generated URL. The builder displays the complete tagged URL. Copy it in full.
7. Shorten the URL. Paste the full UTM URL into bit.ly (free tier available) or rb.gy. Copy the shortened link. Use this shortened link in all captions, broadcast messages, and bio slots.

Shortening guidance:

• WhatsApp broadcasts and Instagram bio links: always shorten — long UTM strings look unprofessional and may discourage clicks.
• LinkedIn posts and email newsletters: shortening is optional because the full URL is not visible to the reader.
• Never change or rebuild the shortened link after posting — the UTM data must remain consistent for the duration of the campaign.

---

Section 6 — Campaign Tracking Spreadsheet Template

Build this template in Google Sheets or Microsoft Excel. Create one sheet per month. The template captures every UTM link created, so the team can find and reuse links and the consultant can audit naming consistency.

Columns:

Date Created	Campaign Name	Platform	Content Type	Destination URL	Short UTM URL	Notes

Three example rows for a Kampala business:

Date Created	Campaign Name	Platform	Content Type	Destination URL	Short UTM URL	Notes
2026-03-10	sunday-brunch-march-2026	WhatsApp	broadcast	https://www.akaciakampala.com/sunday-brunch	https://bit.ly/akacia-brunch-wa	Sent to 340-person broadcast list; resend Thursday if bookings below target
2026-03-12	sunday-brunch-march-2026	Instagram	reel	https://www.akaciakampala.com/sunday-brunch	https://bit.ly/akacia-brunch-ig	Reel hook variant A; compare to hook-b performance after 48 hours
2026-03-14	sunday-brunch-march-2026	Facebook	organic-post	https://www.akaciakampala.com/sunday-brunch	https://bit.ly/akacia-brunch-fb	Image carousel; posted in Kampala Foodies group and on page

Notes on the template:

• Use a unique shortened URL for each platform, even if the destination and campaign are identical. This preserves per-platform attribution in GA4.
• The Notes column is for operational observations — send times, audience segments, A/B variants, or flags for follow-up. Keep it brief.
• Archive each month's sheet rather than deleting it. Historical UTM logs are essential for year-on-year campaign comparisons.

---

Section 7 — Reading Attribution in GA4

Instruct the client on how to find UTM data in Google Analytics 4. Note: these instructions reflect the GA4 interface, not Universal Analytics. If the client's account still shows "Universal Analytics," flag that they must migrate before proceeding.

Finding source and medium data:

1. Log in to Google Analytics at analytics.google.com.
2. Select the correct property from the account selector.
3. In the left-hand navigation, go to Reports → Acquisition → Traffic Acquisition.
4. The default dimension is Session source / medium — this shows which UTM sources drove sessions to the website. Look for entries such as facebook / organic-post and whatsapp / broadcast.

Finding campaign data:

1. In the same Traffic Acquisition report, click the primary dimension dropdown (currently showing "Session source / medium").
2. Change it to Session campaign.
3. Each row now shows a campaign name from utm_campaign. Rows labelled (not set) are visits that arrived without UTM tags.

Key metrics to read:

Metric	What It Means
Sessions	Total visits from that source or campaign
Engaged sessions	Sessions lasting more than 10 seconds, with a conversion event, or with 2+ page views — a better quality signal than raw sessions
Engagement rate	Engaged sessions ÷ total sessions — use this to compare platform quality, not just volume
Conversions	Goal completions (form fills, bookings, purchases) — requires conversion events to be configured in GA4
Revenue	Total e-commerce revenue attributed (only if e-commerce tracking is set up)

Monthly reporting routine:

1. Open the Traffic Acquisition report on the first working day of each month.
2. Set the date range to the previous calendar month.
3. Screenshot the top five sources/mediums by engaged sessions (not raw sessions).
4. Note which social platform delivered the highest engagement rate — this is the platform producing the most qualified traffic, regardless of volume.
5. Cross-reference findings against the campaign tracking spreadsheet to identify which specific posts drove the strongest results.
6. Carry these findings into the monthly social media performance report and use them to inform the following month's content priorities.

---

Section 8 — WhatsApp and Dark Social

Include this note in every UTM system delivered to an East African client. It is specific to the EA market context.

What dark social is. When someone copies a link from a website and shares it in a WhatsApp chat, the person who clicks that link arrives at the website with no referrer information. GA4 logs the visit as "direct" traffic. In Uganda and across East Africa, WhatsApp is the primary channel through which content spreads informally — links are copied from posts, forwarded between groups, and shared in family and business chats. A significant portion of what appears as "direct" traffic in GA4 is actually WhatsApp-driven dark social.

Why it matters. A client who sees 40% direct traffic may assume those visitors typed the URL manually or came from a bookmark. In reality, many of those visits came from social sharing that UTM tags never captured. This inflates the apparent value of direct traffic and understates the true contribution of social media.

What to do about it:

1. Always place UTM-tagged, shortened links in every WhatsApp broadcast. Tag the broadcast separately with utm_medium=broadcast so it is distinguishable from other WhatsApp traffic.
2. When creating posts on Facebook and Instagram that will be shared widely, include the UTM-tagged link in the caption or as a story link — not the bare URL.
3. Ask the client to use the UTM-tagged link (the shortened bit.ly version) when they personally share content in WhatsApp groups. Brief every team member who shares links informally.
4. Accept that dark social cannot be fully eliminated. The goal is to reduce unattributed traffic progressively — from a typical 40–60% "direct" share toward 20% or below — by making UTM-tagged links the default in all outbound communications.

Note the baseline "direct" percentage at campaign start. Report the reduction in unattributed traffic as a metric in the monthly report — it demonstrates the value of the UTM system itself.

---

Quality Criteria

• Naming convention rules are specific enough that a non-technical client can follow them without errors — no ambiguity about which separator to use, which case to apply, or how to name a campaign
• All UTM parameter examples use real East African business contexts — no generic mywebsite.com or placeholder URLs in any deliverable
• The spreadsheet template is complete enough to copy directly into Google Sheets without redesign — columns are labelled, example rows are filled, and operational guidance is included
• GA4 navigation instructions match the actual GA4 interface — no references to Universal Analytics views, goals, or bounce rate (replaced by engagement rate in GA4)
• The WhatsApp and dark social note is specific to the EA market — it references the role of WhatsApp in Uganda, the informal sharing behaviour, and a realistic target for reducing unattributed traffic
• All tools referenced are free and require no paid subscription — Google Campaign URL Builder, bit.ly free tier, GA4 free tier
• The skill produces a complete, usable UTM system — naming convention, link builder workflow, tracking spreadsheet, and GA4 reading guide — not a conceptual overview
• British English throughout — "analyse," "recognise," "organise," "colour," "behaviour" — no American spellings