Seeds
What are coded UTM parameters?
Coded UTM parameters encode campaign attribution data into compact, privacy-tool-resistant strings that replace standard utm_ query parameters in campaign URLs. Instead of appending ?utm_source=facebook&utm_medium=cpc&utm_campaign=summer-2025, a...
Which UTM parameters are required?
utm_source and utm_medium are the only two parameters required for GA4 to classify traffic into channel groupings correctly. Without both, GA4 assigns sessions to the...
What is the QSA flag in Apache redirects?
QSA stands for Query String Append, an Apache mod_rewrite flag that preserves existing query parameters when a URL is redirected. Without QSA, a RewriteRule that...
Does Nginx preserve UTM parameters by default?
It depends on how the redirect is configured. Nginx preserves query parameters by default in most rewrite and return directives, but only when the target...
Why should I minimize redirect chains?
Each redirect in a chain is an opportunity for UTM parameters and click identifiers to be silently stripped, even when individual redirects are correctly configured....
Why shouldn't I use UTMs on internal links?
UTM parameters on internal links override the original traffic source, replacing the real attribution data with a self-referral that tells you nothing useful. When a...
Which platform numbers should I trust?
None of them in isolation — each advertising and analytics platform measures through its own lens, using different attribution models, conversion windows, and counting methods....
How do transaction IDs help with attribution?
Transaction IDs serve as a universal key that connects the same purchase event across every platform that recorded it, enabling deduplication and accurate attribution. When...
What's the best single source of truth for conversions?
Your own first-party transaction database — specifically, the server-side order records from your e-commerce platform, stored in a warehouse like BigQuery. Every advertising and analytics...
Can server-side tracking align my platform data?
Server-side tracking cannot force platforms to agree on attribution — each platform applies its own model and counting rules that server-side infrastructure cannot override. What...
Should I trust GA4 or Facebook for reporting?
Neither platform should be trusted as the sole authority — they measure different things using different methodologies. GA4 uses last-click attribution with session-scoped measurement, crediting...
How do attribution windows affect my numbers?
Attribution windows determine how far back in time a platform looks when deciding whether an ad deserves credit for a conversion. Facebook's default window is...