UTM insights, from people who track for a living
Best practices, announcements, and stories.
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- guide
TikTok dynamic UTM parameters: the macro guide (and the __AID__/__CID__ trap)
TikTok's dynamic UTM macros are easy to misread — __AID__ is the ad group, __CID__ is the creative. Here's the copy-ready template, the syntax rule, and the ttclid story.
- guide
Facebook & Meta dynamic UTM parameters (and why your builder keeps breaking them)
Meta's dynamic UTM tokens use double curly braces and break the moment you rename a campaign. Here's the copy-ready template, the fb-vs-ig split, and a builder that won't mangle the syntax.
- guide
Agentic traffic: what AI shopping agents do to your attribution
AI agents that browse and buy on a user's behalf break last-click and pixel-based attribution — here's what survives and how to keep a durable signal.
- guide
GA4 now has a native AI Assistants channel — here's how to use it
GA4 added a native AI Assistants channel: it recognizes utm_medium=ai-assistant and auto-detects ChatGPT, Gemini, Copilot, Grok, and Deepseek. Here's what to tag, what still slips through, and when a custom channel group still helps.
- guide
Why your AI traffic shows up as Direct / None — and how to fix it
ChatGPT and Perplexity clicks routinely land in your analytics as Direct or None. Here's why the referrer disappears, what survives, and how to tag for it.
- guide
llms.txt and UTMs: tagging the links AI assistants cite
What llms.txt is, how it intersects with attribution, and how to tag the canonical links you expose to AI crawlers — plus the limit you can't engineer around.
- guide
How to track ChatGPT, Perplexity, and Gemini traffic with UTMs
AI assistants are sending real visitors to your site — and most of them land as Direct / None. Here's how to tag the links you control so AI traffic shows up in your reports.
- guide
Tracking AI-generated ad campaigns without breaking your UTMs
When you spin up hundreds of AI-written ad variants, structured utm_content and utm_term plus platform macros for utm_id keep every creative comparable.
- guide
Use AI to generate and govern your UTM taxonomy
Prompt patterns for getting an LLM to design a UTM naming convention, validate links at scale, and catch casing drift — plus where AI should never be in charge.
- guide
A UTM convention for the AI search era (GEO/AEO)
A concrete, copy-ready UTM taxonomy for traffic from ChatGPT, Perplexity, Gemini, Copilot, and Claude — and the casing trap that splits it across buckets.
- announcement
Two things are breaking the GA4 ↔ Google Ads link in 2026
One already broke for some advertisers in April. One lands June 15 when consent controls split. Here's what changed, what to check, and what to do.
- story
How we rebuilt our UTM conventions after a messy Q3
What we were doing wrong, what broke, and the two-hour meeting that fixed it.
- announcement
GA4 is quietly making utm_id the most important UTM
Campaign ID is how GA4 joins your ad-platform data to your site behavior. If you're leaving utm_id blank, you're leaving Google Ads ↔ GA4 reconciliation on the table.
- guide
UTM parameters best practices (that won't break your reports)
The naming conventions, structure, and small rules that keep UTM-tagged links readable, reportable, and actually useful six months later.