Audit Modules
UTM & Campaign Integrity module (30 checks)
Checks UTM data for missing tags, casing splits, runaway cardinality, dark direct traffic, and auto-tagging conflicts that silently corrupt channel attribution.
UTM presence and coverage
Measures the percentage of paid-channel sessions arriving with UTM parameters attached. Sessions from known ad platforms (detected via referrer and gclid/fbclid patterns) without UTMs indicate incomplete tagging — they get misattributed to (direct) or Referral instead of Paid Search or Paid Social.
Casing consistency
GA4 treats UTMs as case-sensitive — utm_source=Google and utm_source=google become two separate channel rows. The module analyses every UTM source, medium, and campaign value and flags any that appear in multiple casings — usually a sign of manual tagging across multiple team members.
Source and medium cardinality
Hundreds or thousands of distinct utm_source or utm_campaign values usually means dynamic UTM generation has gone wrong — session IDs, timestamps, or user IDs are being appended to campaign names. The module flags properties exceeding a reasonable upper bound on unique campaign values.
Dark direct traffic
A disproportionate (direct)/(none) ratio means UTM stripping or link shorteners are losing attribution before sessions reach GA4. The module benchmarks your direct ratio against your session volume and channel mix.
Auto-tagging conflicts
When gclid and manual UTM parameters appear on the same URL, GA4 has to pick one. Misconfigured override settings let one silently overwrite the other. The module verifies your auto-tagging configuration so manual UTMs and gclid aren't corrupting Google Ads attribution.