Google Analytics Audit Test #

81

Match Between Clicks in Reddit to Analytics Sessions

Why It Matters:

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

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

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 compares clicks reported in Reddit Ads Manager with sessions recorded in Google Analytics for Reddit-sourced paid traffic.

Because Reddit’s ad platform and tracking ecosystem are more limited than larger platforms, it’s common to see discrepancies due to:

  • Missing or incorrect UTM tagging
  • Google Analytics not loading fast enough before user exits
  • Reddit in-app browser limitations
  • Stripped query parameters during redirects or link shortening

When click-to-session ratios are low, your performance data in Google Analytics may underrepresent Reddit’s true impact.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In Reddit Ads Manager, pull click counts for a recent campaign or 7–30 day date range.
  • In Google Analytics > Reports > Acquisition > Traffic Acquisition, filter by:
    • Session source/medium = reddit / paid_social
    • Or by UTM campaign name if tagged.
  • Compare the number of clicks (Reddit) to sessions (Google Analytics).
  • If session counts are significantly lower (e.g., <60–70% of clicks), investigate further.

Automated, Free Audit

Run our Instant Audit to check for accurate attribution of your Reddit Ads campaigns in Google Analytics.

Unsure how to evaluate or fix your Reddit Ads attribution in Google Analytics? Hire a pro.

How To Fix

  • Ensure all Reddit ad links are tagged with complete UTM parameters:
    • utm_source=reddit
    • utm_medium=paid_social
    • utm_campaign=your_campaign_name
  • Avoid URL shorteners or redirect tools that may strip UTM parameters.
  • Test landing page speed and ensure Google Analytics loads before user interaction or bounce.
  • If Reddit links open in an in-app browser, test UTM retention and Google Analytics firing manually on mobile.
  • Consider using campaign-specific landing pages with tracking built in to reduce complexity.
  • Hire a pro to patch tracking gaps, enforce consistent UTM tagging, and improve Reddit attribution accuracy in Google Analytics.

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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