Find the right starting point
Start with the failed journey rather than changing every UTM convention. Keep the original link, final URL, relevant collection event and report dimension. Then choose the audit matching your channel or checkout path, fix one cause, and repeat the same test.
- Revenue or checkout looks wrong
Test payment returns, internal promotions and campaign-data import keys.
- Email clicks do not match visits
Check wrappers, provider tagging and the collected destination.
- Review a campaign before launch
Catch missing, duplicated or unresolved values before the link is published.
15 UTM Tracking Mistakes That Ruin Your GA4 Data (and How to Fix Them)
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