Case: UTM standardization recovered 31% of "lost" sales

Case: UTM standardization recovered 31% of "lost" sales
A fitness creator ran 4 platforms with free-text UTMs. 38% of conversions landed in "(not set)". We fixed it with a process.

Phase 1: Audit
— Pulled 90 days of links, found 11 spellings of "instagram"

Phase 2: Standardize
— Locked utm_source to a 6-value enum, utm_medium to 3, utm_campaign = YYYYMM_offer
— Built a Sheet generator: pick from dropdowns, it outputs the link

Phase 3: Enforce
— Rule: if a link isn't from the generator, it doesn't ship

Result after 60 days: "(not set)" dropped from 38% to 7%. That reclassified 31% of revenue to its true source, and we cut the underperforming Pinterest spend.

Definition of done:
— One source-of-truth generator
— Enum-locked parameters
— Zero hand-typed links in circulation