We’ve rolled out two new checkpoints to help you improve attribution accuracy and data quality in GA4.
UTM Persistence
- This checkpoint checks whether your UTM parameters are being preserved correctly across sessions, redirects, and internal navigation. It helps you identify issues that can lead to:- Broken campaign attributionInflated direct traffic
- Loss of marketing performance visibility
- You’ll get clear visibility into where UTMs are dropping and what needs fixing.
Bot Filtering
- This checkpoint detects whether bot and non-human traffic is polluting your GA4 data. It flags:- Missing or misconfigured bot filters
- Suspicious traffic patterns impacting engagement and conversion metrics
Cleaner data means more reliable reporting and better decisions. Both checkpoints are now live, re-run your audits to view your score!
As always, they surface issues without storing or accessing your data - only reading configurations to present the audit.