Write down your UTM convention
One page: source, medium, campaign casing. Inconsistent UTMs make Phase 3 unreadable.
Step 1.1.1.4
Time: 20m
Done when
Quote the convention: what goes in utm_source, utm_medium and utm_campaign, and the casing rule. If it does not say the casing, it is not written down. (Proof: the exact words.)