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" ... These miscategorizations wouldn't be a huge deal if they were rare occasions, but this critical part of GA measurement fails often for a multitude of reasons. UTM codes, unique snippets of text added to the end of URL to indicate the source, are complicated to write and track and they also break all the time. Even when the UTM is pristine, other factors can impact GA’s reporting. If a visitor lands on your page and immediately gets redirected or clicks away before the GA tag gets loaded, you lose the credit. If someone comes to your page from Facebook, leaves and then comes back through search to make a purchase, Google gets the credit. The more channels you add to the mix, the less effective GA is at reporting at the channel level. ... "