Clean up broken UTMs and rebuild campaign tracking governance

Start by exporting the campaign data your team is actually using, not the taxonomy you wish existed. Pull the last 6-12 months of GA4 traffic acquisition data, HubSpot tracking URLs and campaigns, Salesforce campaigns if used, active paid media URLs, webinar links, email links, and partner links. Put everything into Google Sheets with separate columns for destination URL, final URL after redirects, source, medium, campaign, content, term, channel, owner, campaign status, and CRM campaign name. Add one row per live or historical link so you can see duplicate naming patterns and broken conventions side by side. Mark each row as active, historical, or unknown before cleanup so you do not waste time fixing old links that no longer drive traffic.

Use Claude to review the export and group problems by pattern, not by individual mistake. Ask it to flag inconsistent source names, medium drift, mixed casing, duplicate campaign names, missing values, paid-versus-organic confusion, broken source and medium pairings, CRM campaign mismatches, and links with no clear owner. Add the resulting issue type, severity, and suggested fix back into the sheet. Keep a separate column for confidence so questionable rows go into review instead of being silently corrected. This step should produce an error map that tells you where governance is breaking, not just a long list of messy URLs.

Analyze these campaign tracking records and classify the issues.

Tracking export:
{{utm_tracking_export}}

Current reporting goals:
{{reporting_goals}}

CRM campaign structure:
{{crm_campaign_structure}}

For each issue pattern, return:
1. Issue type
2. Example rows
3. Why it hurts reporting
4. Severity: low, medium, or high
5. Frequency estimate
6. Recommended cleanup action
7. Whether the fix should apply historically or only going forward
8. Rows that need human review

Look for source naming inconsistency, medium naming inconsistency, mixed casing, missing values, duplicate campaigns, paid versus organic misclassification, CRM mismatch risk, broken links, and unclear ownership.

Create a simple taxonomy for source, medium, campaign, content, and term that matches how your team reports performance. Keep allowed values short, lowercase, and tied to channel behavior rather than personal preference. Define examples for LinkedIn ads, Google search, partner email, owned newsletter, webinar promotion, organic social, paid social, display ads, field events, and sales-shared links. Include invalid examples with corrections so marketers can recognize the difference between acceptable and messy links. Get one marketing ops or RevOps owner to approve the taxonomy before you build the URL generator.

Create a practical UTM taxonomy for our marketing team.

Channels we use:
{{channels}}

Current tracking errors:
{{tracking_error_report}}

Reporting questions we need to answer:
{{reporting_questions}}

CRM campaign structure:
{{crm_campaign_structure}}

Return:
1. Allowed source values
2. Allowed medium values
3. Campaign naming format
4. Content naming format
5. Term usage rules
6. Examples by channel
7. Invalid examples and corrected versions
8. Required owner and approval fields
9. Rules for when to create a new CRM campaign
10. Rules for when a link needs review

Keep rules simple, lowercase, and easy enough for non-ops marketers to follow.

Build a mapping table that translates messy existing values into the new approved taxonomy. For each old value, decide whether it should be corrected in reporting views, aliased in a dashboard, fixed only on active links, or left alone for history. Add a reason for each decision so future reviewers understand why you did not rewrite everything. If HubSpot or Salesforce campaign names do not align with UTM campaign names, map the relationship explicitly rather than pretending they are the same field. Review this map with the reporting owner before changing any live dashboards.

Create a cleanup mapping plan from these old campaign tracking values.

Approved taxonomy:
{{approved_taxonomy}}

Old values and examples:
{{old_tracking_values}}

CRM campaign names:
{{crm_campaign_names}}

For each old value, recommend one action:
- Correct in active links
- Alias in reporting
- Map to CRM campaign
- Leave historical only
- Needs human review

For each recommendation, include the corrected value, reason, risk, and whether the change affects GA4, HubSpot, Salesforce, or only the governance sheet.

Create a Google Sheets URL builder that makes correct tracking easier than manual URL editing. Use dropdowns for approved source, medium, campaign type, region, persona, offer, channel, and content variant, then generate the final URL from those choices. Add validation that blocks uppercase values, spaces, unapproved mediums, missing campaign names, and source-medium pairings that do not match the taxonomy. Include visible fields for requester, campaign owner, review status, creation date, destination URL, generated tracking URL, and notes. Create a locked reference tab for approved values so marketers can use the builder without accidentally changing the rules.

Review all active campaign links before you announce the new system. Check that each URL resolves to the intended page, keeps its UTM parameters after redirects, uses approved source and medium values, connects to the correct CRM campaign, and lands on a page that matches the offer. Prioritize live paid campaigns, partner emails, webinars, event promotions, and any links connected to sales follow-up. Add a QA status for pass, fix required, owner review, or retired. Do not publish the taxonomy until high-risk active links are fixed or consciously accepted as exceptions.

Update HubSpot or Salesforce campaign guidance so CRM campaigns and UTMs describe the same marketing motion at different levels. Define when a marketer should create a CRM campaign, when to use an existing one, how forms and landing pages should be associated, and how offer names should map into campaign names. Create a short review checklist for campaign launches that covers URL creation, CRM association, form tracking, email links, paid links, and reporting owner. Add the checklist to your campaign intake process so UTM governance happens before launch, not during reporting cleanup. Ask demand gen, marketing ops, and sales ops to sign off on the rules because all three teams will feel the reporting impact.

Set a monthly 30-minute review where marketing ops exports new campaign links and asks Claude to flag taxonomy drift. Track error count by channel, team, owner, issue type, and source-medium pairing so you can see whether the system is improving. Use the review to update dropdown values, retire confusing rules, and coach teams on repeated errors without turning governance into blame. Compare GA4 and CRM reporting after the cleanup so you can spot large source-medium changes before leadership sees inconsistent numbers. Keep the monthly report in the same sheet so the taxonomy becomes a living operating system instead of a one-time cleanup.

Audit this month’s new campaign tracking records against the approved taxonomy.

Approved taxonomy:
{{approved_taxonomy}}

New campaign links:
{{new_campaign_links}}

CRM campaign rules:
{{crm_campaign_rules}}

Last month’s error summary:
{{last_month_error_summary}}

Return:
1. New tracking errors
2. Repeated errors from prior months
3. Error count by channel and owner
4. High-risk active links
5. Suggested fixes
6. Taxonomy rules that may need clarification
7. Dashboard or CRM mismatches to review
8. A short summary for the monthly ops review

Do not blame individuals. Focus on system improvements and launch risk.