Attribution breaks can hide the real source of conversions. The checker reviews observable UTM retention, source/medium quality, paid channel signals, and payment referral risk, with missing evidence called out clearly.
Attribution checks
Crawls accessible pages to detect internal links that may strip UTM parameters and create attribution review work.
Checks your GA4 event CSV for mixed case, non-standard medium values (e.g. 'Email' vs 'email'), and '(not set)' sources that break channel grouping.
Verifies Paid Search, Paid Social, and Display channels have key events and revenue attributed — flags paid channels with zero tracked conversions.
Looks for known payment provider referrals in uploaded acquisition evidence and flags situations that may overwrite the original channel.
Measures what percentage of event rows have session_id, utm_source, utm_medium, and utm_campaign populated — gaps here cause unassigned traffic.
Identifies unassigned and (direct) session spikes in your User Acquisition report that indicate broken campaign tagging or referral exclusion issues.
Frequently asked questions
Internal links that don't preserve the URL query string, JavaScript navigation that strips parameters, redirects that lose the query string, or same-domain links that reset the session source.
Common causes: final redirect URL strips UTM parameters, auto-tagging is disabled for Google Ads, or the landing page URL has been modified by the ad platform. The audit detects these patterns.
When a user bounces through a payment gateway (PayPal, Stripe) and returns, GA4 records the payment gateway as the referral source — overwriting the original paid channel attribution. Fix: add payment domains to your referral exclusion list.
No — UTM retention is checked by crawling your site. The event CSV adds source/medium naming checks and session attribution coverage. The User Acquisition CSV adds paid channel and dark traffic analysis.
Start with a URL-based retention check. Upload acquisition evidence for deeper attribution review.
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