Strategy

UTM Framework

Naming conventions, parameter codes, and tracking rules for all paid campaigns.

Structure

Naming Convention

Parameter	Format	Example
utm_source	meta	meta
utm_medium	paid	paid
utm_campaign	iam_{angle}_{month}{year}	iam_system_may26
utm_content	{format}_{hook#}_{variation}	static_h03_v1
utm_term	{audience}	broad_m2545

Reference

Angle Codes

Angle	Code
The System	system
First Timer	firsttimer
Proof Over Promise	proof
The Upgrade	upgrade
Founder's Standard	founder
The Gift	gift

Reference

Format Codes

Format	Code
Static image ad	static
Carousel	carousel
Video ad	video
AI avatar	avatar
UGC-style	ugc

Reference

Audience Codes

Audience	Code
Broad male 25–45	broad_m2545
Broad male 22–30	broad_m2230
Broad male 28–40	broad_m2840
Broad male 30–45	broad_m3045
Broad female 25–50	broad_f2550
Interest: skincare/grooming	int_skincare
Interest: science/health	int_science
LAL: purchasers	lal_purchase
LAL: add-to-cart	lal_atc

Example

Full URL Example

Static ad, Hook 03, Variation 1 — System angle, Broad male 25–45

https://iam-funnels.pages.dev/system/?utm_source=meta&utm_medium=paid&utm_campaign=iam_system_may26&utm_content=static_h03_v1&utm_term=broad_m2545

Enforcement

Rules

1 All landing page links in ads MUST include UTMs

2 No spaces, no caps — all lowercase with underscores

3 Hook numbers map to the hook library (h01 = first hook in hooks.md)

4 Variation numbers are sequential per concept (v1, v2, v3)

5 Update this doc if new audience segments or formats are added