Paid Campaign Tracking Checklist: Never Miss Auto-Tagging Again

Your team launches a $50,000 campaign. Tracking breaks. No attribution data. Budget wasted.

Use this checklist before launching ANY paid campaign to ensure perfect tracking every time.

The Pre-Launch Checklist

Copy this checklist for every campaign launch. Do NOT skip any steps.

Phase 1: Platform Configuration (5 minutes)

✅ Google Ads

• Auto-tagging enabled (Settings → Account settings → Auto-tagging: ON)
• GA4 linked (Tools & Settings → Linked accounts → Google Analytics)
• Cost data import enabled
• Conversion tracking configured

✅ Microsoft Ads

• Auto-tagging enabled (Settings → Auto-tagging: ON)
• Tracking template configured:

  CodeCopy

  {lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={campaign}&msclkid={msclkid}
  

• UET tag installed on site

✅ Facebook/Instagram Ads

• URL parameters configured in Ad Manager:

  CodeCopy

  utm_source={{site_source_name}}&utm_medium=paid-social&utm_campaign={{campaign.name}}
  

• Facebook Pixel installed
• Test ad shows both fbclid AND UTMs

✅ TikTok Ads

• URL parameters configured:

  CodeCopy

  utm_source=tiktok&utm_medium=paid-social&utm_campaign={{campaign.name}}
  

• TikTok Pixel installed
• Test ad shows both ttclid AND UTMs

✅ LinkedIn Ads

• URL parameters configured:

  CodeCopy

  utm_source=linkedin&utm_medium=paid-social&utm_campaign=your_campaign_name
  

• LinkedIn Insight Tag installed

Phase 2: URL Validation (3 minutes)

Test Every Ad Creative

// Run this for each test ad URL
const url = 'YOUR_TEST_AD_URL';
const urlObj = new URL(url);
 
console.log('Tracking check:');
console.log('gclid:', urlObj.searchParams.get('gclid'));
console.log('fbclid:', urlObj.searchParams.get('fbclid'));
console.log('msclkid:', urlObj.searchParams.get('msclkid'));
console.log('ttclid:', urlObj.searchParams.get('ttclid'));
console.log('utm_source:', urlObj.searchParams.get('utm_source'));
console.log('utm_medium:', urlObj.searchParams.get('utm_medium'));
console.log('utm_campaign:', urlObj.searchParams.get('utm_campaign'));

Required results:

• Google Ads: gclid present (UTMs optional)
• Facebook: fbclid + utm_source + utm_medium + utm_campaign
• Microsoft: msclkid + utm_source + utm_medium + utm_campaign
• TikTok: ttclid + utm_source + utm_medium + utm_campaign
• LinkedIn: utm_source + utm_medium + utm_campaign

Check for Common Errors

• No duplicate UTM parameters (utm_source=x&utm_source=y)
• No spaces in values (use underscores or hyphens)
• Special characters encoded (& → %26, + → %2B)
• Query string starts with ? (not &)
• Fragment # comes AFTER query parameters
• No conflicting click IDs (gclid + fbclid on same URL)

Phase 3: GA4 Real-Time Testing (2 minutes)

Test Flow for Each Platform

1. Click test ad in incognito browser
2. Open GA4 → Reports → Realtime
3. Verify session appears within 30 seconds
4. Check Traffic acquisition source
5. Confirm correct attribution

Expected results:

Phase 4: Naming Convention Compliance (2 minutes)

UTM Naming Standards

Ensure all campaign names follow your organization's standards:

✅ Good naming:

utm_campaign=2024_q4_black_friday_sale
utm_campaign=product_launch_email_sequence
utm_campaign=brand_awareness_video_ads

❌ Bad naming:

utm_campaign=campaign1
utm_campaign=Test
utm_campaign=NEW CAMPAIGN!!!

Standard format:

{year}_{quarter/month}_{campaign_type}_{target_audience}_{creative_variant}

Examples:
2024_q4_acquisition_enterprise_video_a
2024_dec_retention_smb_carousel_b

Check Against Standards

• Campaign name follows format
• No spaces (use underscores)
• All lowercase
• Descriptive (not generic)
• Unique (no duplicates with other campaigns)
• Documented in campaign tracker

Phase 5: Cross-Domain Tracking (If Applicable)

If Campaign Lands on Different Domain

• GA4 cross-domain tracking configured
• Both domains listed in GA4 settings:

  CodeCopy

  Admin → Data Streams → Configure → Configure your domains
  Add: shop.yoursite.com, www.yoursite.com
  

• Test redirect preserves parameters
• Linker parameter appears on cross-domain URLs

Phase 6: Landing Page Verification (2 minutes)

Check Landing Page

• Page loads without errors
• GA4 tag fires (check browser console)
• Conversion tracking configured
• Mobile responsive
• Page speed acceptable (less than 3 seconds)
• Form tracking configured (if applicable)

Test Conversion Flow

• Click test ad
• Complete desired action (form fill, purchase, etc.)
• Verify conversion appears in GA4 Realtime
• Check conversion attribution to correct source

Phase 7: Budget & Targeting Review (3 minutes)

Budget Alignment

• Daily budget set correctly
• Total campaign budget documented
• Billing method configured
• Budget alerts configured

Targeting Verification

• Geographic targeting matches campaign goals
• Demographic targeting configured
• Audience segments applied
• Placement exclusions set (if needed)
• Dayparting configured (if needed)

Phase 8: Team Communication (2 minutes)

Internal Documentation

• Campaign documented in tracker:
  • Campaign name
  • Platform
  • Budget
  • Start/end dates
  • UTM parameters
  • Landing pages
  • Expected KPIs
• Stakeholders notified
• Analytics team alerted
• Creative assets archived

Phase 9: Monitoring Setup (3 minutes)

Set Up Alerts

Configure GA4 alerts for:

Alert 1: Traffic appears

Condition: Campaign shows >0 sessions within 24 hours
Action: Confirm tracking working

Alert 2: Cost data importing (Google Ads only)

Condition: Cost > $0 within 48 hours
Action: Confirm cost import working

Alert 3: Conversion tracking

Condition: Conversions > 0 within first week
Action: Confirm conversion attribution working

Phase 10: Post-Launch Validation (24 Hours Later)

Day 1 Check

• Campaign traffic visible in GA4
• Source/medium attribution correct
• Cost data imported (Google Ads)
• Conversions tracking properly
• Click volume matches platform reporting
• No attribution anomalies

Quick Reference: Platform-Specific Requirements

Google Ads Minimum Requirements

✅ Auto-tagging: ON
✅ GA4 linked
✅ Test ad shows: ?gclid=...
✅ GA4 shows: source=google, medium=cpc

Microsoft Ads Minimum Requirements

✅ Auto-tagging: ON
✅ Tracking template with UTMs
✅ Test ad shows: ?msclkid=...&utm_source=bing&utm_medium=cpc
✅ GA4 shows: source=bing, medium=cpc

Facebook Minimum Requirements

✅ URL parameters configured
✅ Facebook Pixel installed
✅ Test ad shows: ?fbclid=...&utm_source=facebook&utm_medium=paid-social
✅ GA4 shows: source=facebook, medium=paid-social

TikTok Minimum Requirements

✅ URL parameters configured
✅ TikTok Pixel installed
✅ Test ad shows: ?ttclid=...&utm_source=tiktok&utm_medium=paid-social
✅ GA4 shows: source=tiktok, medium=paid-social

LinkedIn Minimum Requirements

✅ URL parameters configured
✅ Insight Tag installed
✅ Test ad shows: ?utm_source=linkedin&utm_medium=paid-social
✅ GA4 shows: source=linkedin, medium=paid-social

Troubleshooting Common Pre-Launch Issues

Issue: Test Ad Shows No Parameters

Check:

1. Auto-tagging actually enabled (not just saved)
2. Clear browser cache and test again
3. Test in incognito mode
4. Verify no URL shortener stripping parameters

Issue: GA4 Real-Time Shows Wrong Source

Check:

1. UTM values match expected platform
2. No conflicting parameters (multiple sources)
3. Referrer data not overriding UTMs
4. No browser extensions modifying URLs

Issue: Cost Data Not Importing

Check:

1. GA4-Google Ads link complete (both directions)
2. Auto-tagging enabled in Google Ads
3. Cost import permission enabled in link settings
4. Wait 24-48 hours (not instant)

FAQ

How long does this checklist take?

20-30 minutes for first campaign on each platform. 10-15 minutes for subsequent campaigns once you know the process.

Can I automate any of these checks?

Yes. URL validation, UTM parameter presence, and GA4 tag firing can be automated with testing scripts. But manual verification recommended for first launch.

What if I skip the checklist?

Risk of untracked campaigns, wasted budget, incorrect attribution, inability to optimize, and missing ROI data. Don't skip.

Should I use this for organic campaigns too?

Simplified version, yes. Focus on UTM consistency and GA4 validation. Skip auto-tagging steps (not applicable to organic).

How often should I audit active campaigns?

Weekly during first month, then monthly. Use shortened checklist focusing on tracking health, not configuration.

What if I find issues after launch?

Fix immediately. Document when fix applied. Segment reports to exclude broken period. Future data will be correct.

Can I create a template from this?

Yes. Create platform-specific templates in your project management tool. Assign to team members before every launch.

What about A/B testing campaigns?

Use utm_content to differentiate variants. Run checklist for each variant. Ensure consistent naming across variants.

How do I train my team on this?

Create internal documentation, record walkthrough video, require checklist completion before campaign approval, review first 3 launches together.

What's the most commonly skipped step?

GA4 Real-Time testing. Teams configure tracking but don't verify it works. Always test before spending budget.

Related guides:

• How to Enable Auto-Tagging on All Ad Platforms
• Fix Untagged Paid Campaigns Missing Click IDs
• Auto-Tagging vs Manual UTMs: Which to Use and When