Initial commit - but way too late.

openspec/specs/conversion-ctas/spec.md

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+## ADDED Requirements
+
+### Requirement: Reusable CTA component
+The site MUST implement CTAs as a reusable component that can render at least the following actions:
+- YouTube subscribe action (linking to the channel)
+- Instagram follow action (linking to the profile)
+- Podcast listen action (linking to a designated destination)
+
+Each CTA MUST be configurable with:
+- `platform` (`youtube`, `instagram`, `podcast`)
+- `placement` (e.g., `hero`, `module_header`, `footer`)
+- destination `url`
+
+#### Scenario: Rendering a YouTube subscribe CTA
+- **WHEN** the homepage includes a CTA with `platform: youtube`
+- **THEN** the site renders a visible action that links to the configured YouTube channel destination URL
+
+### Requirement: Trackable outbound links
+CTA outbound links MUST support appending UTM parameters so traffic can be attributed in downstream analytics.
+
+#### Scenario: UTM parameters applied
+- **WHEN** a CTA is configured with UTM parameters
+- **THEN** the rendered outbound link includes the UTM query parameters in its URL
+
+### Requirement: CTA click event emission
+CTA clicks MUST emit an analytics event with at least:
+- event name `cta_click`
+- `platform`
+- `placement`
+- `target` (destination URL or a stable identifier)
+
+In addition, CTA clicks MUST conform to the site click tracking taxonomy and MUST include a stable, unique identifier (`target_id`) for the CTA instance (so multiple CTAs with the same destination can be measured independently).
+
+#### Scenario: User clicks CTA
+- **WHEN** a user clicks an Instagram follow CTA in the hero placement
+- **THEN** the system emits a `cta_click` event with `platform=instagram` and `placement=hero`
+
+#### Scenario: Two CTAs to the same destination
+- **WHEN** two CTAs link to the same destination but appear in different placements
+- **THEN** their emitted events contain different `target_id` values