Forums › Forums › PPC › The 4 UTM parameters PPC teams get wrong, in order of damage caused › Reply To: The 4 UTM parameters PPC teams get wrong, in order of damage caused cole-interteam Guest May 4, 2026 at 1:17 pm Yeah this makes sense. UTMs are your data model. Once they drift, every insight downstream is compromised. I’ve seen more budget reallocated from cleaning naming conventions than from any bid or creative test.
