Campaign naming automation for a top 10 streaming service
We automated campaign IDs and tracking links for a top 10 streaming service's growth team. The week-long post-launch audit found 0 naming errors.
What we worked on
Marketing Ops Automation Campaign Attribution & UTM Governance Internal Web App
Year completed
2022–2026
Background
The growth marketing team at a top 10 streaming service ran campaigns across many channels and markets, and every campaign ID and tracking link came out of a hand-maintained spreadsheet. Attribution was only as good as the typing.
Challenges
Campaign tracking depended on unique IDs, and the spreadsheet process was full of human errors, inconsistencies and maintenance work. The team was expanding into international markets and needed campaign operations that could keep up without more manual cleanup.
Outcome
A guided campaign-ops tool that only lets marketers build valid campaign IDs and tracking links. The week-long audit after launch found zero naming errors, and the team kept extending the tool for more than two years: programmatic campaigns, new markets, new ad types, and IDs synced from their data team.
A top 10 streaming service (media company, name withheld)
Name withheld
Marketing ops for a top 10 streaming service: campaign IDs and UTMs automated, with 0 naming errors in the week-long post-launch audit
0
Campaign-naming errors in the week-long post-launch audit
~3 months
To replace the spreadsheet process (our estimate)
2+ years
Of follow-on campaign-ops work across markets and channels
Pull quote
amazing, thank you for the quick fix
Marketing operations lead, top 10 streaming service (December 2024)
Snapshot
Industry
Media and streaming: growth marketing operations
Services
Marketing-ops workflow design, internal web app build, data-team ID sync, ongoing enhancement sprints
Duration
About 3 months to launch in 2022, then extended through early 2026
Before
Campaign IDs and UTMs typed by hand from a spreadsheet. Naming errors broke tracking and attribution, and marketing ops spent time maintaining and cleaning the sheet.
After
Rule-enforced campaign ID and UTM generation. Zero naming errors in the week-long post-launch audit, and the same tool now covers programmatic, new markets and new ad types for in-market teams and agency partners.
Timeline
2022
Discovery and build
About three months from kickoff to replacing the spreadsheet process.
2022
Launch and audit
A week-long audit after launch found zero campaign-naming errors.
Sep 2024
Data-team ID sync
Content and season IDs synced from the client's data team into the tool.
Oct–Nov 2024
Programmatic and new markets
A programmatic campaign workflow and new markets added.
2025
New rules and platforms
Ad-group rules, new platforms and ongoing fixes.
Jan 2026
Still in daily use
The team was still requesting naming-taxonomy updates.
What we designed
An internal web app that generates unique campaign IDs and UTMs from dropdown selections.
Conditional fields so people can only build valid names, plus a record of every campaign created.
Why this work existed
Clean attribution starts with clean campaign names. The spreadsheet process introduced human errors and inconsistencies, and it needed constant maintenance.
The marketing team was also expanding into international markets and needed campaign operations that could scale with it.
What we built
A guided web app with dynamic dropdowns and conditional rules that generates campaign IDs and tracking links.
Standard and programmatic campaign flows (insertion order, placement, line item), country, region and platform rules, and content and season IDs synced from the client’s data team.
User management for in-market teams and agency partners.
What powers it: rules-based automation. No AI was needed. The value is in enforcing the naming convention at the moment a campaign is created.
The problem this solved
We replaced a manual, error-prone spreadsheet with a tool that makes invalid campaign names hard to create, so marketing and analytics can trust tracking data from launch day instead of cleaning it up afterwards.
Result: zero naming errors in the week-long post-launch audit.
FAQ
What did this change for marketing operations?
Campaign IDs and tracking links are generated by a guided tool instead of typed by hand, so attribution data is clean when a campaign launches. The week-long post-launch audit found zero naming errors.
Did this use AI?
No. It is rules-based automation: dependent dropdowns, conditional rules and an ID sync from the client's data team. We use AI where it helps, and this problem was solved best with strict rules.
How long did it take?
About three months to replace the spreadsheet process, by our estimate. The team then kept extending the tool for more than two years.
Are revenue or ROI figures available?
No. We have not seen the client's spend or attribution data, so we don't claim revenue lift or marketing ROI. The published result is the audit.
Who is this kind of engagement for?
Growth and marketing-ops teams whose attribution depends on hand-built campaign names and UTMs, especially multi-market teams working with agency partners.
