Campaign Tracking Checklist
A pre-launch check for naming, UTMs, events, attribution and reporting so campaign data stays usable after the spend begins.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Naming | Agree predictable source, campaign and version names. Preserve the convention across reports and handoffs. | The naming record, its source and the person responsible for resolving missing evidence. |
| UTMs | Set source, medium and campaign values consistently. Test the final URL without exposing personal data in parameters. | The utms record, its source and the person responsible for resolving missing evidence. |
| Events | Define the action represented by each event and test that it fires once at the intended point. | The events record, its source and the person responsible for resolving missing evidence. |
| Attribution | Record the model and conversion window used. Explain differences between source systems before comparing results. | The attribution record, its source and the person responsible for resolving missing evidence. |
| Reporting | State the date range, event definitions and decision the report supports. Reconcile differences between source systems. | The reporting record, its source and the person responsible for resolving missing evidence. |
Review the decision
A pre-launch check for naming, UTMs, events, attribution and reporting so campaign data stays usable after the spend begins. Keep naming, utms, events attached to the conclusion so the next owner can challenge the assumptions. Resolve missing evidence before treating this record as approval.
Continue the decision
ROAS Is a Metric, Not a Business Model · ROAS: What the Number Means and How to Use It.
Calculation and source notes
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026