Google Analytics Audit Test #

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 the same campaign name (utm_campaign) is being used across multiple traffic sources or mediums (e.g., “spring_sale” used in both email and paid social).

While this may seem harmless, it can muddy performance reporting, distort channel-specific metrics, and make it harder to compare campaign effectiveness by source or medium.

Campaign names should be unique per channel, or include a channel-specific prefix/suffix, so marketers can track exactly which campaign and platform drove the performance.

• Create and enforce a campaign naming convention that includes:
  • Platform/channel indicators (e.g., spring_sale_facebook, spring_sale_email)
  • Funnel stage or audience type, if relevant
• Train internal teams and vendors to use channel-unique campaign names when tagging URLs.
• Use dynamic UTM templates in ad platforms and email tools to auto-append identifying info.
• Periodically review GA4 campaign reports to ensure uniqueness and consistency.
• Hire a pro to standardize campaign naming and eliminate attribution confusion across marketing channels.