UTM and Tracking Audit Plan for a Website
Find broken or missing campaign tracking.
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.
Plan a tracking audit. Site and analytics tool: [SITE_AND_TOOL]. Campaign types: [CAMPAIGN_TYPES]. Known problems: [KNOWN_PROBLEMS]. Conversion events: [CONVERSION_EVENTS]. Create a checklist covering consistent UTM values, internal links wrongly tagged, redirects that drop parameters, conversion events firing once, cross-domain journeys, bot traffic, and a large direct share that might be misclassified. For each check give the method, the expected result and the fix. Return a test plan with five sample journeys to run and record, plus a table of findings template. Consent banners affect measurement; note what is lost and mark rules [VERIFY] for [REGION]. Provide five sample journeys to test: paid ad to purchase, email to sign-up, organic search to enquiry, social post to purchase on mobile, and a returning visitor from a bookmark. For each journey list the expected source and medium and where to check it in the analytics tool. Add a table template for findings with columns for check, result, evidence and fix. Mention that testing must use a private browser and that internal traffic should be excluded.
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