Plausible Analytics @plausible.io · Apr 27 Why does Facebook show up 12 times in your campaign report when you only ran 3 ads? Inconsistent UTM parameters. One person writes "Facebook" with a capital F. Another uses "facebook" lowercase. A third accidentally adds a space. contd.
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Your analytics splits them into separate entries, making trends impossible to spot. We built a UTM checker to fix this. Drop your link in, get instant feedback on formatting issues, and copy a cleaned-up version. plausible.io/utm-checker