Governance Layer

Rules-enforced execution. Before campaigns go live.

Campaign blueprints, pre-launch QA and tracking readiness run as rules. Every check has a defined pass/fail and a full audit trail. One taxonomy, one UTM schema. That is how ACE matches a campaign to a conversion.

Six execution-standard systems.

Change governance layer6 systems · rules-enforced
SystemPrimary functionValidation rules
System: Campaign Blueprint EnginePrimary function: Standardizes account structure before platform configuration.Validation rules: Channel taxonomy · Audience structure · Budget grouping · Objective mapping
System: UTM & Naming EnforcementPrimary function: Validates parameter architecture and naming logic.Validation rules: Schema validation · utm_source / medium / campaign / content / term · Channel taxonomy compliance
System: Pre-Launch QAPrimary function: Gate blocking deployment until checks pass.Validation rules: Pixel firing and conversion path · Geo and budget targeting · Creative and link approval
System: Tracking ReadinessPrimary function: Scores the measurement foundation ACE builds on.Validation rules: GA4 event setup · GTM tag deployment · CAPI deduplication · CRM source capture
System: Audit LogsPrimary function: Records every check, override and decision.Validation rules: Actor · Timestamp · Rule reference · Outcome
System: Account-Level RulesPrimary function: Carries per-market and vertical execution rules.Validation rules: Per-market overrides · Vertical exceptions · Approval required

The standard, written down.

The naming convention, as enforced

Every campaign identifier decomposes into four segments. A name that does not decompose fails the blueprint check before a specialist opens a platform.

NRTAccountThree-letter account code, assigned once and never reused.
EMEAMarketRegion or country. Drives geo targeting and per-market overrides.
Q2PeriodPlanning quarter the budget was approved against.
PROSPECTObjectiveOne of the objective classes the channel taxonomy defines.

The UTM schema, as validated

Five parameters. The first four are required on every paid link. This is the join key ACE uses to match a campaign to a conversion.

UTM schema4 required · 1 conditional
ParameterRuleExampleRequired
utm_sourcePlatform, lower case, from the channel taxonomygoogle · meta · tiktok · linkedinRequired
utm_mediumObjective class, not the ad formatcpc · paid_social · displayRequired
utm_campaignExact campaign identifier, matching the namenrt-emea-q2-prospectRequired
utm_contentAd set and creative, so a lead resolves past the campaignprospect-tier1-video-15sRequired
utm_termKeyword on search, empty elsewhereworkwear-b2b-accountOn search

The audit log, as written

Actor, timestamp, rule reference, outcome. Machine checks and human overrides land in the same log.

Audit log · NRT-EMEA-Q2-PROSPECT6 entries · 2 unresolved
ActorTimeRule referenceOutcome
Adeqo · Pre-Launch QAMon 09:14QA-014 · conversion event on landing pageGate held
Adeqo · Tracking ReadinessMon 09:14TR-009 · CAPI dedup below 8%Warning raised · 14%
J. Okafor · Paid social leadMon 11:02QA-021 · geo targeting presence onlyOverride requested
S. Reyes · Account managerMon 11:40QA-021 · geo targeting presence onlyOverride approved · EMEA
Adeqo · Blueprint EngineMon 11:41BP-003 · budget split matches planPass · 70/20/10
Adeqo · Pre-Launch QATue 08:26QA-014 · conversion event on landing pageRe-checked · still failing

NRT-EMEA-Q2-PROSPECT · launch gate.

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

Tracking readiness, scored.

A failing check here invalidates every number downstream of it.

Tracking Readiness26 checks · 7 issues
GA4 configuredProperty G-NRT-WIND · 12 key events mapped
Pass
Google Ads conversion importVerified · 4 primary, 3 secondary
Pass
Meta CAPI deduplicationDedup rate 14% · threshold 8%
Warning
HubSpot source capturePaid social UTMs dropped on 2 form types
Critical
Form referral captureMissing on /book and /quote pages
Critical
Cross-domain trackingBooking flow spans 2 domains
Monitor

Example · open issues across the account.

Every fix writes back to the knowledge graph ACE maintains.

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

What the rules buy you.

Attribution that resolves

One taxonomy and one UTM schema across the ad accounts and the CRM, so a conversion resolves to the campaign that produced it. When source capture breaks, reconciliation raises it with a severity and a named owner.

Launch control

A campaign does not go live until its checks pass, or until an override is signed off and written to the log.

A reviewable record

Every check, override and decision lands in one log with actor, timestamp, rule reference and outcome. Machine checks and human overrides go to the same place.

See the workflowsSee Intelligence