Klaviyo UTM Tracking for Ecommerce and D2C
Turn on Klaviyo's UTM tracking, tag flows and SMS consistently, and understand why Klaviyo's revenue number will never match GA4's or Shopify's.
Blog
Deep-dives on UTM parameters, analytics strategy, and campaign tracking.
Multi-Touch Attribution Models and the Data They Need
What each attribution model assumes, which platforms still offer it, and the tagging failures that break each one in its own specific way.
HubSpot UTM Tracking: Capture, Attribution and Reporting
What Original Source really stores, how to capture raw UTM values into contact properties, and which attribution models HubSpot still offers.
Salesforce UTM Capture and Lead Source Attribution
Capture UTM parameters into Salesforce leads and contacts, design a Lead Source scheme that survives a quarter, and keep first-touch attribution through lead conversion.
Terminus.app vs UTM.io
Two mid-market UTM governance platforms compared on enforcement model, structure, security and what each actually charges.
iOS Link Tracking Protection: What It Strips and What Survives
Which parameters Apple's Link Tracking Protection removes, the three contexts it runs in by default, the setting that widens it, and why most attribution loss blamed on it is something else.
Best UTM Management Platforms in 2026, Compared
Terminus.app, Claravine, CampaignTrackly, Accutics and UTM.io compared on enforcement model, integrations and what each actually costs.
The 2026 UTM Tagging Guide
Parameter syntax, naming conventions that survive a quarter, how GA4 reads UTMs, where click IDs fit, and what changed for AI-era referrers.
The ROI of Marketing Taxonomy Governance
A finance-literate case for governing campaign taxonomy: where the money leaks, a worked ROI framework, honest payback maths, and when not to buy.
UTM vs gclid vs fbclid vs ttclid: The Click ID Reference
Which identifier each ad platform appends, how long it stays valid, which ones iOS strips, and why your URLs need both layers.
Why Is My Paid Traffic Showing as Direct in GA4?
The twelve real causes of paid traffic landing in (direct) / (none), the five-minute triage that finds most of them, and what actually counts as acceptable direct share.
Terminus.app vs Spreadsheets for UTM Management
When a Google Sheet is genuinely the right tool for UTMs, the four ways it fails, and the thresholds that mean you have outgrown it.