Tracking auditSeptember 2026
  • UTM Grabber1,120 leads audited
  • Sample datafictional business

33 leads from paid clicks arrived with no UTMs in September.

3 of 7 checks passed. Fix first: paid clicks without UTMs.

northwinddental.com1,120 leads audited30 days

Leads audited

1,120

No UTMs at all

131

12% of leads

Paid clicks untagged

33

had a click ID, no UTMs

Checks passed

3 of 7

Tracking health score

68%

→Flat vs August

of 1,120 leads arrived fully tagged: source, medium and campaign. 131 had no UTMs at all.

The checks

Seven checks on your tracking.

Each one names a specific leak and how many leads it touched.

Tracking health

  • Full UTM coverage on campaign traffic

    714 of 765 leads from ads, email and social carried source, medium and campaign. Most often missing: utm_campaign (51 leads).

    93%

    Healthy

  • Paid clicks that lost their UTMs

    33 leads had a Google Ads click ID but no UTMs, most often on /emergency-dentist.

    33

    Fix

  • Google click ID on Google Ads leads

    369 of 382 Google Ads leads carried it.

    97%

    Healthy

  • Meta click ID on Meta Ads leads

    115 of 287 Meta Ads leads carried it. Check redirects on your landing pages and keep the fbclid field on your forms.

    40%

    Fix

  • One spelling per source, medium and campaign

    "google" and "Google" and "GOOGLE" are counted as different values in utm_source. Analytics tools split them, so each looks smaller than it is.

    7

    Watch

  • Campaign names that look like typos

    15 misspelled names split 24 leads off their real campaign. Biggest: "invisaline_consult_promo" next to "invisalign_consult_promo" (4 leads and 80 leads).

    15

    Watch

  • Landing pages losing tags

    No landing page lost tags on half or more of its leads.

    0

    Healthy

Where tags go missing

How each lead arrived.

Every lead sorted into one tagging state.

  1. Fully taggedall three UTMs761
  2. Partly taggedone or two missing228
  3. Ad click, no UTMsclick ID, no tags33
  4. Referrer, no UTMsfrom another site58
  5. No UTMs, no referrertyped in or lost40

Leads

Every lead in September, by tagging state

Where tags go missing

Pages losing the most tags

#Landing pageNo UTMsOf pageAd clicksLikely fix
1/5224%4Add UTMs to Google Ads ad URLs
2/new-patients1714%5Add UTMs to Google Ads ad URLs
3/emergency-dentist159%7Add UTMs to Google Ads ad URLs
4/book-appointment1043%0Tag links from google.com
5/invisalign1010%4Add UTMs to Google Ads ad URLs
6/insurance712%2Add UTMs to Google Ads ad URLs
7/invisalign-consult75%3Add UTMs to Google Ads ad URLs
8/new-patient-special54%3Add UTMs to Google Ads ad URLs
9/dental-implants46%3Add UTMs to Google Ads ad URLs
10/teeth-whitening48%2Add UTMs to Google Ads ad URLs

Ad clicks: leads with a click ID and no UTMs. Pages are each lead's landing page.

Where tags go missing

Campaign traffic missing part of its tags

#Source / mediumLeadsMissing
1facebook / social10utm_campaign
2instagram / social8utm_campaign

Ads, email and social only. Organic, referral and direct visits are left out.

Fix order

What to fix first.

  1. This week

    Add UTMs to Google Ads ad URLs

    33 leads arrived from a paid click with no UTMs, most often on /emergency-dentist. Add utm_source, utm_medium and utm_campaign to the final URL or tracking template.

    High impactLow effort33 leads to recover

  2. This week

    Capture the fbclid on Meta leads

    172 of 287 Meta Ads leads had no fbclid. Check redirects on the landing page and keep the fbclid field on your forms.

    Medium impactLow effort

  3. This month

    Use one spelling for google

    510 leads are split across 3 spellings in utm_source. Pick lowercase and update the links.

    Medium impactLow effort

  4. This month

    Merge invisaline_consult_promo into invisalign_consult_promo

    The names are 2 letters apart and probably one campaign. Fix the link that uses it; 14 names more like it split 20 leads.

    Low impactLow effort

  5. Next month

    Rerun this audit after the fixes

    Coverage was 68% in September. Run the audit again in two weeks to confirm the fixes held.

    Low impactLow effort
How we built this report
  • Fully tagged: utm_source, utm_medium and utm_campaign all present. Partly tagged: one or two of them.
  • Campaign traffic means ad clicks plus any medium other than organic, referral or direct; organic visits never carry a campaign, so they are left out of the coverage check.
  • Click ID checks: Google Ads leads are google with a paid medium; Meta Ads leads are facebook or instagram with a paid medium. Pass is 90% or more.
  • Spelling check groups values that match once case and punctuation are ignored. Typo check flags campaign names one or two letters away from a bigger campaign, skipping numbered series and short variants like _us and _uk.
  • Sites that add only utm_source on their own (chatgpt.com, perplexity.ai) count as referrals, not campaign traffic.
  • The score's change compares September 2026 with August.