Google Analytics Audit Test #

145

Web Analytics Campaign Name Matches Twitter 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 ensures that utm_campaign values in Google Analytics match the campaign names used in Twitter Ads (X Ads).

Because Twitter Ads does not support auto-tagging, manual UTM tagging is required to attribute traffic accurately in Google Analytics.

Mismatches between what’s in the ad platform and what’s tracked in Google Analytics can cause:

  • Inaccurate or fragmented campaign reporting
  • Poor attribution of conversions or revenue to Twitter Ads
  • Underreporting of performance or duplicated campaign entries
  • Inefficient optimization due to misaligned data

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Explore, create a Free-form report:
    • Dimensions: Session source/medium, Session campaign
    • Filter for source = twitter or x, and medium = cpc or paid_social
  • Export campaign names from your Twitter Ads account and compare them to what’s recorded in GA4 under utm_campaign
  • Watch for:
    • Empty, missing, or (not set) campaign names
    • Mismatched naming due to inconsistent formatting (e.g., spaces, casing, underscores)
    • Duplicate campaign records in Google Analytics pointing to the same Twitter campaign

Advanced QA

  • You can also validate using BigQuery:
    SELECT session_campaign, COUNT(*) AS sessions
    FROM `your_dataset.events_*`
    WHERE session_source IN ('twitter', 'x')
    GROUP BY session_campaign
    ORDER BY sessions DESC;

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How To Fix

  • Use manual UTM tagging on all Twitter ad links:
  • Recommended format:
    • utm_source=twitter
    • utm_medium=cpc
    • utm_campaign=exact_campaign_name
    • Match utm_campaign values exactly to your Twitter Ads campaign names (use lowercase, avoid spaces, be consistent)
  • Avoid shortened URLs that may drop or break UTMs
  • Standardize a UTM tagging template for your Twitter team to reduce manual errors
  • Reconcile Google Analytics data with Twitter Ads reports regularly to ensure clean alignment
  • Hire a pro to lock in your Twitter Ads tracking and ensure Google Analytics reports give you the full picture of paid performance.

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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