LinkedIn Ads UTM Tracking: Tag Every Ad, Match Every Conversion
Where LinkedIn's URL parameter fields live, which dynamic macros exist, how li_fat_id reaches the Conversions API, and why LinkedIn, GA4 and Salesforce never agree.
Blog
Deep-dives on UTM parameters, analytics strategy, and campaign tracking.
Server-Side Tagging and UTM Persistence: When It's Worth It
What server-side tagging fixes, what it cannot fix, what Safari's cookie caps really do to your first-party cookie, and how to tell whether you should build it yet.
UTM Naming Convention Template: Build It in Google Sheets
The seven tabs of a UTM naming convention workbook: controlled vocabulary, casing rule, campaign regex, cross-field validation, and an audit row you can review monthly.
Marketing Taxonomy and Marketing Mix Modeling
What an MMM actually consumes, which parts of it your tagging controls, and the taxonomy failures that quietly bias the coefficients.
Why Is My UTM Data Wrong in GA4? The 14 Real Causes
Wrong source, wrong campaign, (not set), or a channel that makes no sense: the causes ranked in the order worth checking, with the five-minute triage that finds most of them.
TikTok Ads UTM Tracking
TikTok's Auto-attach fills in defaults that are not your taxonomy. Here is how to override them, which macros actually resolve, and why Ads Manager and GA4 never agree.
Google Ads UTM Tracking: Auto-Tag and Manual, Together
Leave auto-tagging on, put manual UTMs in the Final URL Suffix, and know which values GA4 actually uses when a click carries both.
AI Traffic in GA4: The Native Channel and the One You Build
GA4 now classifies AI assistant referrals automatically, but only for a named list of vendors. Here is what the native channel covers and how to build a custom group for the rest.
Generative Engine Optimization: What Actually Gets You Cited
What the GEO research supports, what vendors assert, which crawlers control citation eligibility, and how to measure AI-referred traffic without inventing a tagging scheme that breaks it.
Klaviyo UTM Tracking for Ecommerce and D2C
Turn on Klaviyo's UTM tracking, tag flows and SMS consistently, and understand why Klaviyo's revenue number will never match GA4's or Shopify's.
Multi-Touch Attribution Models and the Data They Need
What each attribution model assumes, which platforms still offer it, and the tagging failures that break each one in its own specific way.
HubSpot UTM Tracking: Capture, Attribution and Reporting
What Original Source really stores, how to capture raw UTM values into contact properties, and which attribution models HubSpot still offers.