Audit Modules
UTM & Campaign Integrity module (30 checks)
UTM parameters are the foundation of accurate channel attribution. This module checks your UTM data for consistency, completeness, and common tagging errors that silently corrupt your channel reports.
UTM presence and coverage
The module starts by measuring what percentage of sessions from paid channels arrive with UTM parameters attached. A high volume of sessions from known advertising platforms (detected via referrer and gclid/fbclid patterns) that lack UTM parameters indicates incomplete tagging — these sessions will be misattributed in channel reports, usually inflating (direct) or Referral at the expense of Paid Search or Paid Social.
Casing consistency
GA4 treats UTM values as case-sensitive. utm_source=Google and utm_source=google are counted as separate sources in your reports, splitting what should be a single channel row into two. The module analyses all UTM source, medium, and campaign values and flags any where the same value appears in multiple casings — a common sign of manual tagging across multiple team members or tools.
Source and medium cardinality
Very high cardinality in utm_source or utm_campaign (hundreds or thousands of distinct values) often indicates dynamic UTM generation gone wrong — for example, session IDs, timestamps, or user IDs being appended to campaign names. This makes campaign reporting unworkable. The module checks for cardinality thresholds and flags properties where the number of unique campaign values exceeds a reasonable upper bound.
Dark direct traffic
A disproportionately high percentage of (direct)/(none) sessions is a signal that UTM stripping or link shorteners are losing attribution before sessions reach GA4. The module checks the direct traffic ratio against industry benchmarks and flags properties where it appears anomalously high relative to the overall session volume and channel mix.
Auto-tagging conflicts
When both Google Ads auto-tagging (gclid) and manual UTM parameters are present on the same URL, GA4 has to decide which to use. Misconfigured auto-tagging override settings can cause one to silently overwrite the other. The module checks your property's auto-tagging configuration and verifies that manual UTMs and gclid are not fighting each other in ways that corrupt your Google Ads attribution.
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