Attribution Problems
Misattribution and referrer issues that cause traffic to be credited to the wrong source or channel.
CriticalCritical Issues
Missing Campaign Name on Paid Traffic - UTM Validation Rule
Detects paid traffic (CPC/PPC) without utm_campaign parameter, making ROI tracking impossible
Orphaned UTM Parameters - UTM Validation Rule
Detects utm_source without utm_medium or utm_campaign, causing incomplete tracking and Unassigned channel classification
Paid Traffic Missing Auto-Tagging or UTM Parameters - UTM Validation Rule
Detects paid channel traffic without proper click IDs or complete UTM parameters, making ROI tracking impossible
Reserved Keywords Used in UTM Source - UTM Validation Rule
Detects reserved values like null, undefined, (none) in utm_source, causing data misclassification
UTM Parameters on Internal Links - UTM Validation Rule
Detects UTM parameters on internal navigation links, which destroys original traffic source attribution
WarningWarnings
Conflicting Source and Medium Combination - UTM Validation Rule
Detects illogical utm_source and utm_medium pairs like 'google + social' that break channel grouping
Direct Traffic with External Referrer - UTM Validation Rule
Detects traffic classified as Direct but has external referrer, indicating missing UTM parameters
Referrer Domain Mismatch - UTM Validation Rule
Detects when utm_source doesn't match actual referrer domain, indicating incorrect tagging or link sharing
UTM ID Without Platform Integration - UTM Validation Rule
Detects utm_id parameter without platform click IDs (gclid, fbclid), breaking cost data import