Prompt library
Marketing
Systems & Data
RevOps

Data Assessment — UTMs

Catch missing UTMs and source fields that break campaign ROI and CAC tracking.
Table of contents
Prompt
Follow-up Prompts
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applicable Roles
Demand Generation
Marketing Ops
Digital Campaign Managers
Prompt
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Petavue, analyze all leads created in the past 90 days and deliver:

1. Attribution Metrics

  • % with Complete UTM Parameters (utm_source, utm_medium, utm_campaign)
  • % with Original Source or Lead Source Populated
  • % from Known Digital Channels (Google Ads, LinkedIn Ads, Organic, Direct)

2. Gap Analysis

  • Identify any systematic gaps in source attribution

3. Recommendations

  • Suggest improvements (e.g., mandatory UTM fields on forms, CRM validation rules)

4. Channel Breakdown

Provide a table showing attribution drop-offs by channel and where leads are misclassified or untracked

Follow-up Prompts
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Based on the attribution analysis for Leads created in the past 90 days, recommend corrective actions to:

  1. Improve capture of UTM parameters and Original/Lead Source
  2. Prevent future attribution drop-offs
  3. Take immediate remediation steps on high-volume misclassified leads

For each flagged issue (e.g., low UTM capture, missing Lead Source), return:

  • System or Page to Fix (e.g., “HubSpot form: Request Demo”)
  • Recommended Action (Tool)
  • Trigger Logic (e.g., “If utm_source is null AND Lead Source is ‘Web Form’, alert Marketing Ops”)

Also recommend:

  • HubSpot/Salesforce form field validations for mandatory UTM + Lead Source
  • List of leads entering CRM without attribution from high-cost channels (e.g., Google Ads, LinkedIn)
Action Prompt

What This Prompt Does

This prompt evaluates the completeness of source attribution for leads created in the past 90 days. It checks whether UTM parameters (utm_source, utm_medium, utm_campaign) and Lead Source fields are properly captured, and flags systematic gaps in attribution. It identifies misclassified or untracked leads from key digital channels and recommends specific fixes, such as mandatory UTM fields on forms, CRM validations, or triggered alerts. The output includes a channel-level breakdown to show where attribution is breaking down.

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Strategic Impact

Without clean attribution, campaign ROI and CAC reporting become unreliable. This prompt helps marketing and operations teams identify the root causes behind attribution drop-off and take proactive steps to close the gaps.

Business outcomes:

 → Increases campaign reporting accuracy by ensuring UTM and source data integrity

 → Improves CAC and ROI tracking by capturing all lead origins

 → Flags and remediates untracked high-cost leads before budget waste compounds

 → Powers more confident channel optimization and performance forecasting