Funnel Links
Funnel Links — Miles Mortensen (ISOM)
Every live funnel, landing page, sales page, opt-in form, checkout, and community link. Operational tracking layer. Without this, links rot, UTMs drift, broken pages stay broken for weeks.
Purpose
The client has multiple funnels at any given time: lead magnet → email → community, lead magnet → email → 1:1, ad → VSL → booking, etc. Each funnel has 3-8 URLs. Without a central tracking file, links go stale, UTMs become inconsistent, and reporting becomes impossible. This file is the operational backbone.
How to populate
Sources to mine:
- Client's hosting / funnel platform dashboard (Pablo, GHL, Stripe, ConvertKit, etc.)
- Existing analytics tools (where are live URLs being tracked?)
- Ad accounts (what URLs are paid traffic hitting?)
- Email platform (what links are emails sending to?)
What good looks like: every funnel is named, every URL listed with status, every UTM convention documented in one place. Health-check column flags when a link was last tested. Owner column tells you who to ask when something breaks.
Update: rolling. Whenever a page is built or retired, update here. Weekly health-check pass during active launches.
UTM Convention
Document the team's UTM standard so links are tagged consistently.
| Parameter | Convention | Example |
|---|---|---|
| utm_source | platform name lowercase, no spaces | instagram, email, tiktok |
| utm_medium | content type | organic, paid, email, bio-link |
| utm_campaign | dated campaign code | 2026-07-launch-shoulder |
| utm_content | creative variant ID | hero-reel-v1, email-2-pain |
| utm_term | keyword (for paid only) |
Active Funnels
Funnel 01 — [FUNNEL NAME]
Purpose: [TO POPULATE]
Status: [Active / Paused / Retired]
Owner: [TO POPULATE]
Last health check: [YYYY-MM-DD]
| Stage | Page / URL | Platform | Status | Notes |
|---|---|---|---|---|
| Top of funnel (ad / organic) | [TO POPULATE] | |||
| Lead capture | ||||
| Welcome / thank you | ||||
| Email sequence | ||||
| Mid-funnel (LP / VSL) | ||||
| Checkout / booking | ||||
| Confirmation / onboarding |
[Duplicate per funnel. A typical client has 2-5 active funnels at any time.]
Retired / Archived URLs
Pages that used to be live but aren't anymore. Worth keeping for audit and historical comparison.
| Page | URL | Retired Date | Reason | Replacement |
|---|---|---|---|---|
[TO POPULATE] |
Tracking Dashboards
Where do we look to see how these funnels are performing?
| Dashboard | URL | Permissions | What it shows |
|---|---|---|---|
[TO POPULATE] |
Known Issues / Broken Links
| Issue | URL | Reported | Status | Owner |
|---|---|---|---|---|
[TO POPULATE] |
Related
- Dossier Index
- Offerings — each paid offer in there should have a funnel here
- Creatives — page URLs cross-referenced
- Awareness Benchmarks — conversion benchmarks per stage
- Client Doc — current sprint priorities