UTM and click_id Loss Workflow

Q: Which parameters should I always preserve?

At minimum preserve campaign source keys and attribution identifiers like utm_source, utm_campaign, click_id, subid, and any postback token required by your network.

Q: How do I prove where the loss happens?

Export hop-by-hop traces, compare initial and final URLs, and show the first hop where a required key disappears.

Missing parameters can silently break attribution and produce lower reported performance than actual media impact.

Step-by-step checklist

1. Capture the exact entry URL and preserve full query string.

2. Run chain inspection and export hop-by-hop URL changes.

3. Compare initial keys (`utm_*`, `click_id`, `subid`, `aff_id`) against final landing keys.

4. Verify postback token mapping still matches the click reference.

5. Record failing hop and share reproducible evidence with partner/network.

Frequent root causes

1. Redirectors drop unknown parameters when rebuilding URLs.

2. JS redirect scripts overwrite location without forwarding query string.

3. URL sanitizers remove keys that are not in allowlists.

FAQ

Which parameters should I always preserve?

Preserve core campaign and attribution keys like utm_source, utm_campaign, click_id, subid, and required postback tokens.

Can JavaScript redirects cause UTM loss?

Yes. Client-side redirects often rebuild URLs and can drop query parameters unless forwarding is explicitly implemented.

How do I prove where the loss happens?

Export hop-by-hop traces and identify the first hop where a required parameter is removed.

Run parameter integrity check

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