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
These three aren't competing options — they solve three different problems, and most campaigns with a real budget behind them end up using at least two at once. Here's how to tell which one a given link actually needs.
1 August 2026 · 3 min read
QR codes are everywhere now, and they still fail in the same handful of predictable ways once they leave a screen and go on paper. Here's what actually causes a scan to fail, and how to test for it before the print run ships.
1 August 2026 · 4 min read
What each of the five UTM parameters actually does, which two are required, and how to fill them in so your reports split traffic correctly instead of scattering it.
1 August 2026 · 4 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.