Google Analytics Audit Test #

144

Web Analytics Campaign Name Matches Reddit Ads Campaign Name

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 utm_campaign values in Google Analytics match the campaign names set in Reddit Ads. Since Reddit does not auto-tag links, manual UTM tagging is required to ensure visibility and attribution in Google Analytics.

If campaign names do not match:

  • You’ll lose clarity on Reddit Ads performance
  • Reporting will fragment across Google Analytics and Reddit’s platform
  • Attribution for traffic and conversions may appear as (not set), referral, or unassigned
  • Optimization decisions could be misinformed or incomplete

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Explore, build a Free-form report:
    • Dimensions: Session source/medium, Session campaign
    • Filter for source = reddit and medium = cpc or paid_social
  • Export Reddit Ads campaign names from the Reddit Ads UI and compare them to what’s in GA4
  • Look for signs of mismatch:
    • Missing or inconsistent utm_campaign values
    • Typos or naming discrepancies between platforms
    • Multiple Google Analytics campaign entries tied to the same Reddit campaign

Advanced QA

In BigQuery, run this query:

    SELECT session_campaign, COUNT(*) AS sessions
    FROM `your_dataset.events_*`
    WHERE session_source = 'reddit'
    GROUP BY session_campaign
    ORDER BY sessions DESC;

Automated, Free Audit

Need a quick answer on your Reddit attribution? Run our Instant Audit

Or hire a pro to align Reddit Ads with your analytics strategy.

How To Fix

  • Always use manual UTM parameters when setting up Reddit Ads:
    • Example:
      • utm_source=reddit
      • utm_medium=cpc
      • utm_campaign=your_campaign_name
        • Match utm_campaign values exactly to your internal naming convention
    • Use lowercase, underscores or dashes consistently, and avoid long or variable-based names
  • Avoid using short links or third-party redirectors that strip or alter UTMs
  • Document a standard Reddit Ads UTM tagging template to ensure team-wide consistency
  • Periodically compare Reddit campaign performance in-platform with Google Analytics to confirm tracking integrity
  • Hire a pro to implement airtight UTM governance and ensure Reddit Ads are visible, measurable, and optimizable in your web 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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