Google Analytics Audit Test #

29

All Campaign Names Set for CPC

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 checks whether campaign names are being recorded for cost-per-click (CPC) traffic.

When utm_campaign is missing, CPC traffic may be misattributed or grouped into (not set), reducing the ability to analyze ROI by campaign.

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How to Conduct This Test

Basic Tests

  • In GA4, go to Explore > Free-form.
    • Set dimensions: Session source/medium, Campaign
    • Set metrics: Sessions
    • Filter source/medium to include "cpc"
    • Look for any CPC traffic where the campaign is "(not set)"
  • Seeing "(not set)" for CPC? That usually means a URL is missing utm_campaign.

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How To Fix

  • Review your ads and landing URLs to ensure every paid link includes utm_campaign, utm_source, and utm_medium.
  • Use templates in ad platforms to enforce consistent UTM tagging.
  • Audit your ad URLs regularly.
  • Ensure that any 301s for your landing pages persist all relevant query string parameters:
    • gclid/msclkid/fbclid/etc.
    • utm_source
    • utm_medium
    • utm_campaign
    • utm_term
    • utm_content
  • Hire a pro if you want to ensure the issue is fixed comprehensively across campaigns/platforms.

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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