Google Ads UTM Tracking: Auto-Tag and Manual, Together
Leave auto-tagging on, put manual UTMs in the Final URL Suffix, and know which values GA4 actually uses when a click carries both.
Blog
Deep-dives on UTM parameters, analytics strategy, and campaign tracking.
AI Traffic in GA4: The Native Channel and the One You Build
GA4 now classifies AI assistant referrals automatically, but only for a named list of vendors. Here is what the native channel covers and how to build a custom group for the rest.
Generative Engine Optimization: What Actually Gets You Cited
What the GEO research supports, what vendors assert, which crawlers control citation eligibility, and how to measure AI-referred traffic without inventing a tagging scheme that breaks it.
Klaviyo UTM Tracking for Ecommerce and D2C
Turn on Klaviyo's UTM tracking, tag flows and SMS consistently, and understand why Klaviyo's revenue number will never match GA4's or Shopify's.
Multi-Touch Attribution Models and the Data They Need
What each attribution model assumes, which platforms still offer it, and the tagging failures that break each one in its own specific way.
HubSpot UTM Tracking: Capture, Attribution and Reporting
What Original Source really stores, how to capture raw UTM values into contact properties, and which attribution models HubSpot still offers.
Salesforce UTM Capture and Lead Source Attribution
Capture UTM parameters into Salesforce leads and contacts, design a Lead Source scheme that survives a quarter, and keep first-touch attribution through lead conversion.
Terminus.app vs UTM.io
Two mid-market UTM governance platforms compared on enforcement model, structure, security and what each actually charges.
iOS Link Tracking Protection: What It Strips and What Survives
Which parameters Apple's Link Tracking Protection removes, the three contexts it runs in by default, the setting that widens it, and why most attribution loss blamed on it is something else.
Best UTM Management Platforms in 2026, Compared
Terminus.app, Claravine, CampaignTrackly, Accutics and UTM.io compared on enforcement model, integrations and what each actually costs.
The 2026 UTM Tagging Guide
Parameter syntax, naming conventions that survive a quarter, how GA4 reads UTMs, where click IDs fit, and what changed for AI-era referrers.
The ROI of Marketing Taxonomy Governance
A finance-literate case for governing campaign taxonomy: where the money leaks, a worked ROI framework, honest payback maths, and when not to buy.