Social → Store UTM Playbook
One content topic, one landing page, one strict UTM naming rule. Keep weekly tracking simple and actionable.
UTM Pattern
?utm_source={platform}&utm_medium=social&utm_campaign={theme}&utm_content={creative}
Example Links
TikTok winter bed demo
/product-category/winter-essentials/?utm_source=tiktok&utm_medium=social&utm_campaign=winter_comfort&utm_content=demo_video_01
Pinterest cat cave pin
/product-category/cats-beds-caves-blankets/?utm_source=pinterest&utm_medium=social&utm_campaign=cat_sleep_setup&utm_content=pin_01
YouTube Shorts dog clip
/product-category/dogs-beds-crates/?utm_source=youtube&utm_medium=social&utm_campaign=anxious_dog_sleep&utm_content=short_01
Travel kit short
/pet-travel-comfort-kit-guide/?utm_source=tiktok&utm_medium=social&utm_campaign=travel_comfort&utm_content=short_01
Weekly SOP
- Pick 3 themes: comfort, winter, behavior support.
- Create 7-14 short contents from those themes.
- Each post links to one matching landing page with UTM.
- Friday review: views, clicks, CTA rate; optimize top 20%.