Google Analytics Audit Test #

139

Using Best Practices for Ad Platform Campaign Names

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether campaign names coming from paid platforms (e.g., Google Ads, Facebook Ads) follow consistent and informative naming conventions. Good campaign names improve filtering, reporting, and understanding performance across platforms.

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How to Conduct This Test

Basic Tests

  • In Google Analytics Explore, view Session source/medium and Campaign.
  • Identify patterns: Do campaign names include date ranges, channel indicators, or objective types?
  • Spot outliers, unbranded patterns, or cryptic names (e.g., "123XYZtest")

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How To Fix

  • Standardize naming conventions across all ad platforms.
  • Include details like campaign type, funnel stage, and platform in the campaign name.
  • Use consistent casing and separators (e.g., "google_brand_search_q1")
  • Hire a pro to standardize and enforce naming conventions.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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