What “good hygiene” means
- Consistent naming conventions for channels, campaigns, and UTMs
- Stable identifiers (customer, order, product) across systems
- Clear definitions for metrics (gross vs net, refunds, cancellations)
Common causes of reporting issues
- Missing or inconsistent UTMs (especially for email/SMS and subscriptions)
- Timezone mismatches across platforms
- Changes to orders after purchase (edits, refunds, cancellations)
What to do next
- Standardize UTMs: Improving Your Last-Click (UTM) Attribution
- Learn why sources differ: Why would external reports not match the SourceMedium dashboard?