Attribution · NinjaOps Guides
UTM Discipline: Make Your Own Funnel Data Readable
UTM parameters on your internal campaigns (newsletter → site, social → landing) keep analytics clean. Random or absent UTMs mean every report ends with '(direct)' — the 'we don't know' bucket.
How to fix it
- Standardize: utm_source=newsletter, utm_medium=email, utm_campaign=issue-12.
- Build links from a template, never freehand.
- Lowercase everything; Newsletter and newsletter are two channels otherwise.
- Never put UTMs on external affiliate URLs — that space belongs to your Amazon tag.
Diagnose this exact issue on your site — free
The 100-Point Affiliate Site Grader runs this check (and 40+ more) on your live site in ~10 seconds. No signup.
Want it fixed for you?
The Zero-Overhead Affiliate Playbook walks through every gap in this guide in 14 days on a $0 stack. Join the launch list →
More Attribution fixes: