Phase 3 of 6
Prepare and launch
What must be true before GreenLeaf turns on paid media?
A launch is not ready because the creative looks finished. It is ready when claims, events and ownership can answer the first question.
The work · Before spending
Pre-launch checks
Confirm evidence, tracking and responsibilities before any campaign spend.
- Product statements
- Brand and legalSubstantiate sourcing and dose statements with current product records before publishing.
- Event tracking
- Web and analyticsTest consent, duplicate handling and retained-journey counts before launch.
- Campaign naming
- MediaApply one UTM convention across paid, owned and earned channels.
- Early monitoring
- Growth leadName a contact for the first two days; this is a proposed plan, not a live launch.
Why this choice
Do not launch on a green dashboard alone. The go/no-go is evidence that the page, events and ownership can answer the first question after traffic arrives.
Next step
Next, watch the first two days of activity and investigate any measurement gaps.
Inspect further: One hypothetical event trace
An illustration of how collection becomes a count, not a log from the recorded campaign.
- A paid click creates one retained journey and one quiz_start.
- A refresh does not create a second journey or a second start.
- quiz_complete is counted only inside the same journey and the seven-day window.
- The cohort count is read after the window closes; repeat events do not change it.
Full reference: Launch calendar
Four-week plan: align product statements and the landing page; publish sourcing and dose information; answer buyer questions across paid, owned and earned channels; then review the purchase journey and decide what to change. Keep product details consistent across channels and verify each claim before use. An illustration of how collection becomes a count, not a log from the recorded campaign.
- UTM example: utm_source=paid_social, utm_medium=paid, utm_campaign=uk_transparency_w1, utm_content=proof_a. Keep identifiers stable; never put personal data in URLs.
- Event trace: one consented paid click creates journey GL-TEST-014; quiz_start fires once; refresh reuses the journey; quiz_complete fires once after completion. Deduplicate by journey and event key; count after seven days.
- Before launch, check that each claim has supporting evidence and that the page makes it easy to understand.