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Marketing Academy · Field Work●Analytics & Attribution
All projects·From: UTM Tagging
MiniTeardown· 20 minutes

The Pre-Send Teardown: Finding What's Broken in Five Campaign Links

Nykaa (FSN E-Commerce Ventures)

Objective: Given five real-shaped UTM-tagged URLs pulled from a campaign brief, find every tagging defect before the links go live.

You're the campaigns coordinator at Nykaa reviewing the batch of tracking links a junior teammate built for next week's festive sale push, across email, paid social, and influencer posts.

Read all five URLs against the lesson's five-step checklist and flag every defect, not just the first one you notice.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets
FreeLog each link's defects and the corrected version

Free, easy to hand back to the teammate who built the links

Google Analytics 4(optional)
FreeCheck how a swapped source/medium actually renders in reports

Free, shows the real reporting consequence of each defect

The process

Specimens to review

This link is going into the Instagram bio next week. What's wrong with it?

Sample output
https://nykaa.com/festive-sale?utm_source=Instagram&utm_medium=social&utm_campaign=festive-sale-2026

Specimen: synthetic, realistic

This is the newsletter send link. Will GA4 report this traffic correctly?

Sample output
https://nykaa.com/festive-sale?utm_source=mailchimp&utm_campaign=festive-sale-2026

Specimen: synthetic, realistic

Another version of the newsletter link, from a different draft. What's off here?

Sample output
https://nykaa.com/festive-sale?utm_source=email&utm_medium=mailchimp&utm_campaign=festive-sale-2026

Specimen: synthetic, realistic

This is the Meta ad link. Two separate teammates flagged it as 'probably fine'. Are they right?

Sample output
https://nykaa.com/festive sale?utm_source=facebook&utm_medium=paid-social&utm_campaign=festive sale

Specimen: synthetic, realistic

This link is used on the 'Shop Now' button in the site's own top navigation bar. Should it be tagged?

Sample output
https://nykaa.com/pricing?utm_source=nav&utm_medium=internal&utm_campaign=site-nav

Specimen: synthetic, realistic

Final deliverable

A defect log for all 5 links: what's wrong, why it matters, and the corrected URL.

See a reference example
Sample output
Zomato campaign link teardown (excerpt)

Link 3 (WhatsApp share): utm_source=WhatsApp -> should be lowercase 'whatsapp'
Link 4 (nav bar CTA): tagged with utm_source=nav -> remove all UTM tags, internal links only

Success criteria

You're done when you can:

  • Finds all defects across all 5 links, not just the most obvious one
  • Correctly explains why source/medium swap corrupts reporting
  • Flags the internal-link tag as the most severe issue