Field notes
Playbooks, teardowns and the occasional argument — everything we have learned helping creators grow across every major platform.
Some of these identify a person, not a campaign. igshid names the account that shared, mc_eid names the subscriber — and YouTube's t must never be stripped.
Every platform treats a link differently. Here is what happens to a social media link once you post it, and the four decisions worth making first.
UTM parameters tell your analytics where a visitor came from. Here is a naming scheme that stays readable after a year and the mistakes that make reports useless.
Platform analytics stop at the platform. Tagged links tell you which post, which platform and which campaign actually sent someone to your site.