Traffic Source and Attribution Sanity Audit
Check for data problems before you trust channel numbers.
The Open buttons send the prompt text as currently shown below to that site only when you click. Fill in the placeholders first.
[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Audit traffic source data. Channel or source and medium table with sessions, engaged sessions or conversions, and revenue if relevant: [SOURCE_DATA]. Campaign tagging practices: [TAGGING_PRACTICES]. Known issues (self-referrals, payment gateway referrals, bot traffic): [KNOWN_ISSUES]. Check for a large 'direct' or 'unassigned' share, inconsistent source or medium names (for example 'email' and 'Email'), missing campaign tags, referral sources that are really payment or login domains, spikes that suggest bot traffic, and mismatch between ad platform clicks and sessions. Compute shares by channel and the ratio of platform clicks to sessions for paid channels with the arithmetic. Make a table with Issue, Evidence, Effect on decisions, and Fix. Propose a tagging convention, an exclusion list to check, and a monthly sanity check. State clearly what the data cannot tell us. Use my data only. Mark property settings and definitions [VERIFY]. Add a worked share table: direct 38 percent, organic search 27, paid search 14, referral 11, email 6, unassigned 4, and a plan to investigate the 'direct' share by checking untagged email links and campaigns. Include a naming rule list such as always lower case for source and medium.
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