What actually breaks attribution, why it breaks quietly, and how to stop it. Written by people who have debugged it at 2am.
Campaign tracking rarely fails loudly. It fails as a quietly wrong number that nobody questions until the quarterly review — by which point the channel that looked mediocre turns out to have been the one carrying the quarter.
Clicks, sessions, redirects and UTMs are four different things. How to instrument a campaign so the numbers survive the trip to your report.
24 June 2026 · 11 min read
Not a trust argument and not a CTR argument. The real differences are shared domain reputation, email deliverability, and who owns the link in five years.
9 July 2026 · 7 min read
A dead landing page costs you a weekend of budget. A stripped UTM costs you the next quarter's. Both are cheap to catch and nobody checks.
2 July 2026 · 8 min read
Roughly monthly. Campaign tracking, link governance, and the occasional post-mortem of an attribution bug.