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While UTMs are ubiquitous in analytics, the best practice requires constant effort to ensure external links are tagged. The reality is that only a few links contain UTM tags. Links that do have UTMs are often only digital marketing campaigns, generated through manual tagging with the help of a campaign tracking URL builder. This creates a challenge when you want to create standard reports to compare the performance across all marketing channels. This is even more important when your analytics stack extends beyond the Google ecosystem.
