A client's offhand remark about our analytics setup got me digging

Last Tuesday I was on a call with a local bakery owner in Austin and she mentioned she'd been getting email blasts from a competitor every single week. That sounded off since we'd only set up their basic tracking months ago. I pulled up their dashboard and realized our UTM parameters weren't matching up between the email tool and Google Analytics, so all that data was basically useless for figuring out what worked. I spent the next two days rebuilding the tagging structure and now I'm curious if anyone else has run into this mismatch issue with their own campaigns.

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1 Comment

christopher9431mo ago

The whole "UTM parameters weren't matching up" thing hit me right in the gut. I had almost the exact same mess happen with a client who ran a small landscaping company. Their email tool was adding extra characters to the links, and Google Analytics just saw it as random traffic, so we had no clue which promos actually brought in leads. Took me a full weekend to map out every single tag and fix the breakage, and even then I found a few stragglers in their old campaigns. It drives me nuts how easy it is for these systems to quietly fall out of sync, especially when you think you set them up right the first time. Your rebuild sounds solid, and I bet that bakery owner will see way clearer numbers now.