Mistake: running promo codes and UTMs as separate systems

Mistake: running promo codes and UTMs as separate systems

Failure mode: a creator's code is public, it leaks to coupon sites, and now "their" sales include strangers who never saw the post. Meanwhile your UTM data tells a different story. Two attribution systems, two answers, no truth.

Fix: bind the code to the link and pick one as primary.

Phase 1 — Pair: issue a unique code per creator that mirrors the UTM (code = creatorHandle).
Phase 2 — Designate: link-based UTM is primary attribution. Code is the backup and the customer incentive.
Phase 3 — Reconcile weekly: code sales minus UTM sales = leakage. Investigate the gap.

Decision rule: if code sales exceed UTM clicks by more than 20%, the code has leaked to coupon aggregators. Rotate it.

Checklist:
— One code per creator, matching their UTM tag
— Primary attribution system declared in writing
— Weekly leakage check scheduled

Definition of done: code-based and link-based numbers reconcile within 20%, or you know exactly why they don't.

Two attribution systems without a primary is just two ways to be wrong.