Governance Layer

Rules-enforced execution. Before campaigns go live.

The Governance layer is deterministic. Campaign blueprints, UTM enforcement, pre-launch QA, and tracking readiness all run as rules — not opinions. Every check has a defined pass/fail and a full audit trail.

What Governance Covers

Five execution-standard systems.

Campaign Blueprint Engine

Standardizes account structure before specialists touch a platform.

Channel taxonomyAudience structureBudget groupingObjective mapping

UTM & Naming Enforcement

Naming convention and UTM architecture validated on every campaign.

Schema validationutm_source / medium / campaign / content / termChannel taxonomy compliance

Pre-Launch QA

Gate that blocks campaign launch until checks pass.

Pixel firingConversion pathGeo + budget targetingCreative + link approval

Tracking Readiness

Scored health of the measurement foundation an account depends on.

GA4 eventsGTM tagsCAPI deduplicationCRM source capture

Audit Logs

Every check, override, and decision logged for compliance and post-mortem review.

ActorTimestampRule referenceOutcome

Account-Level Rules

Per-account overrides where market or vertical requires it — always logged.

Per-market overridesVertical exceptionsApproval required
Example · Launch Checklist

NRT-EMEA-Q2-PROSPECT · launch gate.

Real campaign-launch checklist as it appears in Adeqo. Critical and warning items must be resolved or explicitly overridden before the gate opens.

Pre-Launch QA10 checks · 1 critical · 2 warnings
Campaign name matches taxonomyChannel · Market · Objective · Audience
Pass
UTM schema validutm_source / medium / campaign / content / term
Pass
Conversion mapped to Google AdsPrimary conversion: quote_submit · imported
Pass
Meta CAPI deduplication < 8%Current: 14%
Warning
Landing page LCP < 2.5sLCP: 2.1s · CLS: 0.04
Pass
Geo targeting set to "presence"Currently: presence or interest
Warning
Budget split mapped to objective70/20/10 prospect/retarget/brand · matches plan
Pass
Creative reviewed and approved8 / 8 assets passed brand review
Pass
Landing page emits conversion event/quote thank-you fires GA4, not Ads
Critical
Cross-domain tracking enabled2 domains in booking flow
Pass
Gate held — resolve 1 critical and 2 warnings before launch
Open Issue Queue

Example · open issues across the account.

Issues are surfaced with severity, evidence, and assigned owner. Adeqo does not file the ticket — it makes the issue impossible to miss and easy to route.

Critical/quote thank-you fires GA4 but not Google Ads conversionTracking team
CriticalHubSpot source field dropping paid social UTMs on 2 form typesCRM ops
WarningMeta CAPI deduplication 14% — above 8% thresholdPaid social lead
WarningGeo targeting set to "presence or interest" on 3 campaignsPaid search lead
Warningutm_content missing on 3 ad sets in PROSPECT campaignPaid social lead
MonitorCross-domain tracking spans 2 domains in booking flowAnalytics
See workflowsSee Intelligence layer