Tracking & Attribution
This section covers how to track marketing traffic and credit conversions to the right channels. It explains UTM parameters and naming conventions, GA4 channel groupings, and the main attribution models (first-touch, last-touch, and multi-touch) so your campaign data stays clean, consistent, and trustworthy.
Guides in this section
- What Are UTM Parameters?
- UTM Naming Conventions: Rules & Examples
- The 5 UTM Parameters Explained
- UTM Builder: How to Use It
- What Is Marketing Attribution?
- First-Touch vs Last-Touch Attribution
- Multi-Touch Attribution Models Explained
- What Is a GA4 Default Channel Grouping?
- Why You Shouldn't Put UTMs on Internal Links
- Common UTM Tracking Mistakes (and How to Fix Them)
Why it matters
Attribution is only as good as the tracking underneath it. If UTMs are inconsistent, with mixed casing, ad-hoc source names, or UTMs left on internal links, your analytics fragments traffic into dozens of look-alike rows and GA4 misfiles channels. That quietly distorts every model you build on top. Getting the tagging layer right first means first-touch, last-touch, and multi-touch models all draw from the same clean data, so the budget decisions you make from them actually reflect what drove the conversion.
Last updated: 14 June 2026