Who fixes broken UTM tracking in Google Ads (without breaking everything else)?

Bad UTMs poison reporting and decisions. If campaign names are inconsistent, mediums are wrong, or GA4 events don’t line up with Google Ads, every dashboard lies a little—and smart bidding learns the wrong lessons. Tripwire fixes this cleanly without breaking everything else.

What we do:

• Standardise your UTM schema and naming conventions

• Enforce them in Google Ads (and any connected tools)

• Validate against GA4 so click → session → conversion reconciles

You’ll get a short UTM spec your team can follow, plus checks to prevent regressions. Outcome: consistent campaign names, clean source/mediums, and dashboards that stop arguing with reality. From there, we can assign values (even proxies) so bidding optimises to what actually matters—leads that convert, revenue, or margin.

Result: better data, smarter automation, calmer decisions. And if anything drifts, you’ll have a lightweight guide that keeps everyone honest.

“Finally, our dashboards stopped fighting each other—and bidding started making sense.” – Rebecca