UTM parameter strategy, campaign tracking, and marketing attribution modeling. Build consistent UTM taxonomies, configure attribution models, measure cross-channel performance, and connect marketing spend to revenue. Use when the user asks about UTM parameters, campaign tracking, attribution models, marketing measurement, or cross-channel analytics.
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Campaign tracking with UTM parameters and marketing attribution modeling.
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/utm-attribution-strategy ~/.claude/skills/
| Parameter | Purpose | Required | Example |
|---|---|---|---|
utm_source | Where traffic comes from | Yes | google, linkedin, newsletter |
utm_medium | Marketing medium/channel | Yes | cpc, email, social, referral |
utm_campaign | Campaign name | Yes | spring-sale, product-launch-q1 |
utm_term | Paid keyword (search ads) | No | email+marketing+software |
utm_content | Differentiate ad variants | No | cta-button, sidebar-banner, video-ad |
Rules:
-) as word separators, never spaces or underscores| Value | When to Use |
|---|---|
google | Google Ads, Google organic |
facebook | Meta/Facebook ads and organic |
instagram | Instagram ads and organic |
linkedin | LinkedIn ads and organic |
tiktok | TikTok ads |
twitter | Twitter/X |
youtube | YouTube ads and organic |
bing | Microsoft/Bing ads |
newsletter | Your email newsletter |
email | Transactional or one-off emails |
partner-[name] | Partner/affiliate traffic |
podcast-[name] | Podcast mentions |
| Value | When to Use |
|---|---|
cpc | Paid search (cost per click) |
paid-social | Paid social media |
social | Organic social media |
email | Email marketing |
referral | Partner/affiliate referrals |
display | Display/banner ads |
video | Video ads (pre-roll, in-stream) |
retargeting | Retargeting/remarketing |
influencer | Influencer partnerships |
organic | Organic search (usually auto-tagged) |
direct | Direct traffic (usually auto-tagged) |
Pattern: [initiative]-[audience]-[date]
Examples:
spring-sale-2026product-launch-enterprise-q1webinar-seo-masterclass-mar2026blog-weekly-digest-w12retarget-cart-abandoners-marPattern: [format]-[variant]-[placement]
Examples:
video-testimonial-feedcarousel-product-storiescta-start-trial-herobanner-logo-sidebartext-ad-headline-v2https://example.com/landing-page?utm_source=linkedin&utm_medium=paid-social&utm_campaign=product-launch-q1&utm_content=video-demo-feed
| Channel | Full UTM String |
|---|---|
| Google Search Ad | ?utm_source=google&utm_medium=cpc&utm_campaign=[campaign]&utm_term=[keyword]&utm_content=[ad-group] |
| Facebook Ad | ?utm_source=facebook&utm_medium=paid-social&utm_campaign=[campaign]&utm_content=[ad-name] |
| LinkedIn Ad | ?utm_source=linkedin&utm_medium=paid-social&utm_campaign=[campaign]&utm_content=[creative-type] |
| Email Newsletter | ?utm_source=newsletter&utm_medium=email&utm_campaign=[newsletter-name]-[date]&utm_content=[link-position] |
| Organic LinkedIn Post | ?utm_source=linkedin&utm_medium=social&utm_campaign=[post-topic] |
| Partner Referral | ?utm_source=partner-[name]&utm_medium=referral&utm_campaign=[initiative] |
| Model | How It Works | Best For | Limitation |
|---|---|---|---|
| Last Click | 100% credit to last touchpoint | Short sales cycles, direct response | Ignores awareness/consideration |
| First Click | 100% credit to first touchpoint | Brand awareness measurement | Ignores conversion-driving touches |
| Linear | Equal credit to all touchpoints | Simple multi-touch view | Over-credits low-impact touches |
| Time Decay | More credit to recent touches | Long sales cycles with clear momentum | Under-values early awareness |
| Position-Based | 40% first, 40% last, 20% middle | Balanced view of full funnel | Arbitrary weight distribution |
| Data-Driven | ML-based credit allocation | Large datasets (1000+ conversions) | Black box, requires volume |
GA4 uses data-driven attribution by default. Key settings:
Sales cycle < 7 days → Last Click or Data-Driven
Sales cycle 7-30 days → Position-Based or Data-Driven
Sales cycle > 30 days → Time Decay or Data-Driven
Brand awareness focus → First Click
Performance marketing focus → Last Click
Balanced view needed → Position-Based
1000+ monthly conversions → Data-Driven (always)
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A/B and multivariate testing methodology. Design experiments, calculate sample sizes, determine statistical significance, avoid common pitfalls, and interpret results. Platform-agnostic framework applicable to landing pages, emails, ads, pricing, and product features. Use when the user asks about A/B testing, split testing, experiment design, statistical significance, or conversion experiments.
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Google and Meta paid media account structure evaluation. Audits campaign/ad set architecture against conversion volume minimums, budget thresholds, and targeting overlap. Identifies over-segmentation, under-segmentation, budget fragmentation, and structural anti-patterns blocking algorithmic learning. Provides consolidation roadmaps with migration plans. Use when inheriting accounts, quarterly health checks, or before scaling budgets.
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Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) specialist. Optimize content and websites to appear in AI-generated answers from ChatGPT, Perplexity, Claude, Google AI Overviews, and other LLM-powered search experiences. Use when the user asks about AI search optimization, AEO, GEO, AI Overviews, appearing in AI answers, LLM citations, or optimizing for generative search.
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Extract brand identity from a website URL — voice, colors, typography, imagery, values, and target audience — into a structured brand-profile.json. The profile feeds downstream skills (seo-content-writer, email-composer, frontend-design, pro-deck-builder, cross-platform-audit) for brand-consistent output. Use when the user says brand DNA, brand profile, extract brand, analyze brand, brand voice, brand identity, brand colors, or brand style guide.
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Develop brand voice, tone matrices, messaging frameworks, and brand book documentation. Use when the user asks about brand voice, tone of voice, brand guidelines, messaging framework, or brand consistency.
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Braze customer engagement platform expertise. Audit campaigns, Canvases, segments, messaging channels, and data architecture. Use when the user asks about Braze, customer engagement, push notifications, in-app messaging, cross-channel orchestration, or lifecycle marketing at scale.
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