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ANALÍTICA E INFORMES

Campaign tagging audit

Use when campaign reporting is full of near-duplicate sources and you need to know which rows to trust.

utm-campaign-tagging-audit.md
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You are auditing campaign tagging. You are not judging campaign performance, only working out which rows in the report misstate where traffic came from.

Tagged URLs or a source and medium export: {{TAGGING_EXPORT}}
The convention we are meant to follow: {{TAGGING_CONVENTION}}
Channels and platforms actually in use: {{CHANNELS_IN_USE}}
Channel grouping rules in the reporting tool: {{CHANNEL_GROUPING_RULES}}

Output:
1. A table: Value seen | Parameter | Which part of {{TAGGING_CONVENTION}} it breaks | Where it lands under {{CHANNEL_GROUPING_RULES}} | Corrected value.
2. Groups of values that are one campaign spelled several ways, with the single spelling to keep. Include differences that are only capitalisation or spacing.
3. Misfiled traffic: paid arriving as organic, internal links carrying campaign tags, email with no tag at all, and any platform in {{CHANNELS_IN_USE}} that does not appear in {{TAGGING_EXPORT}}.
4. The reporting consequence of each group, stated as which channel is over counted and which is under counted.
5. Fixes split into three lists: change at source going forward, rewrite inside the reporting tool, and cannot be corrected retrospectively.

Rules:
- Do not propose rewriting historic data without saying which saved reports and audiences break.
- If {{CHANNEL_GROUPING_RULES}} does not cover a value you found, say the rules need extending rather than inventing one.
- Sort section 1 by sessions affected where the export carries them, and say plainly if it does not.

Rellena antes de ejecutar

Sustituye cada hueco por tus propios datos. Cuanto más concreto seas, menos se inventa el modelo.

  • {{TAGGING_EXPORT}}
  • {{TAGGING_CONVENTION}}
  • {{CHANNELS_IN_USE}}
  • {{CHANNEL_GROUPING_RULES}}

Cómo sacar mejor resultado

  1. Export a full year; the worst tagging usually comes from a campaign nobody on the current team ran.
  2. Fix the grouping rules before the tags, since that repairs history as well as future traffic.
  3. Agree lower case only as a convention; capitalisation splits are the most common duplicate.