Main Results
C+
Brady Industries
GA4 Audit Results
Mar 20, 2026 2m 47s 20 tests
9 Failing 11 Passing
M
Molly AI

Hey! I analyzed Brady Industries' GA4 property. Attribution needs the most work — 34% of paid traffic has no UTM parameters (~$42K/mo untracked). Behavior is better but has gaps in form and scroll tracking. Several issues are fixable right here.

D
Attribution
"Can you tell which marketing efforts are working?"
6 3
New
B
Behavior
"Can you tell what visitors are doing?"
3 8
New
Main ResultsAttribution
D
Attribution
"Can you tell which marketing efforts are working?"
6 3
M
Molly AI

Brady Industries is misattributing ~$42K/month due to missing UTMs and misconfigured channels. Only 48% of traffic is correctly attributed.

Priority Issues
Missing UTM Parameters on Paid Campaigns
34% of paid traffic (12,847 sessions) without UTM tags
Critical
Default Channel Grouping Misconfigured
4,200 sessions/mo as "Other"
High
Cross-Domain Tracking Not Configured
Sessions break between main site and shop
High
Main ResultsBehavior
B
Behavior
"Can you tell what visitors are doing?"
3 8
M
Molly AI

Behavior tracking is decent, but form submissions aren't captured — you can't see which pages drive leads. Scroll depth and video tracking are also missing.

Issues Found
Form Submission Events Missing
No form_submit events — lead tracking broken
High
Scroll Depth Tracking Not Configured
No visibility into content engagement depth
Medium
Video Engagement Events Missing
18 pages with video but no play/progress tracking
Medium
MainAttributionMissing UTMs
FailingCritical

Missing UTM Parameters on Paid Campaigns

34% of paid traffic arrived without UTM tags — campaign ROI unmeasurable

M
Molly AI

I analyzed 37,785 paid sessions. The biggest gap is Meta Ads at only 23% tagged — 6,468 invisible sessions. TikTok is at 0%. Together that's ~$23K/month untrackable. Click on any data point below to ask me about it.

~$42,000/month in misattributed ad spend

Without UTMs, GA4 can't connect paid clicks to conversions.

UTM Coverage by Source

SourceSessionsCoverageUntracked
Google Ads18,240
89%		2,006
Meta Ads8,400
23%		6,468
TikTok Ads2,100
0%		2,100
Klaviyo Email5,800
61%		2,262
LinkedIn Ads1,245
72%		349

Top Untagged Campaigns

CampaignSourceSessionsEst. Spend
Spring Sale 2026Meta3,240$8,100
Retargeting - Cart AbandonersMeta1,890$5,670
Product Demo SeriesTikTok1,450$4,350
Brand Awareness Q1TikTok650$3,250
Weekly NewsletterKlaviyo980—
Next Steps
How do I set up UTM templates for Meta?
What about TikTok UTM tracking?
Why is Klaviyo only at 61%?
Show top campaigns missing UTMs

Run a Meta Ads Audit

Deep dive into Meta config and conversion tracking.

Connect GA4 to BigQuery

Row-level data for deeper attribution modeling.

MainAttributionChannel Grouping
FailingHigh

Default Channel Grouping Misconfigured

8 custom channels missing — 4,200 sessions/month as "Other"

M
Molly AI

I found 8 source/medium combinations falling into "Other" — 4,200 sessions/month of invisible traffic. I've pre-assigned each one to a recommended channel below. Review, adjust, and save.

4,200 sessions/month invisible in channel reports

Affiliate, SMS, influencer, podcast traffic lumped into "Other."

Channel Configuration

1. Review
2. Assign
3. Confirm

Uncategorized source/medium combos:

partner_network / affiliateImpact, ShareASale1,340/moNew
klaviyo / smsSMS flows890/moNew
influencer_* / socialIG & TikTok720/moNew
podcast_* / audioPodcast vanity URLs540/moNew
linkedin / cpcLinkedIn paid280/moNew
qr_code / offlinePackaging QR190/moNew
app_push / pushMobile push140/moNew
bing / cpcMicrosoft Ads100/moNew

Drag sources between channels:

Affiliate
partner_network1,340
SMS
klaviyo / sms890
Influencer
influencer_*720
Audio
podcast_*540
Paid Social
linkedin / cpc280
Offline
qr_code / offline190
Push
app_push140
Paid Search
bing / cpc100

Final configuration:

Affiliate
partner_network
1,340
SMS
klaviyo / sms
890
Influencer
influencer_*
720
Audio
podcast_*
540
Paid Social
linkedin
280
Offline
qr_code
190
Push
app_push
140
Paid Search
bing / cpc
100
8 channels, 4,200 sessions/mo reclassified.

Channels Saved!

4,200 sessions/month properly categorized.

Questions
What about historical data?
How did you pick the assignments?
Any conflicts with existing channels?
MainAttributionCross-Domain
FailingHigh

Cross-Domain Tracking Not Configured

Sessions break between bradyindustries.com and shop

M
Molly AI

Two domains share one GA4 property without cross-domain tracking. When users go from main site to shop, GA4 creates a new session — losing the original source. That's 3,100 broken journeys/month and an 8% inflation in session count.

~3,100 broken user journeys per month

Session count inflated by ~8%, purchase attribution broken.

Domain Traffic Flow

PathSessions/moBroken
Main → Shop (checkout)2,180100%
Main → Shop (browse)920100%
Shop → Main (returns)340100%

Attribution Impact

Original SourceShows AsSessions/mo
Google Adsbradyindustries.com / referral1,240
Email (Klaviyo)bradyindustries.com / referral780
Meta Adsbradyindustries.com / referral640
Organic Searchbradyindustries.com / referral440
Next Steps
Configure it for me
How does it work technically?
Will this break anything?
Any other subdomains?
My Conversations
My Conversations

UTM Parameter Strategy

Meta Ads UTM templates and TikTok tagging

Attribution·Mar 202 findings

Form Tracking Discussion

Implementing form_submit events via GTM

Behavior·Mar 201 finding
Action Plan
Action Plan
Prioritized fixes
2 of 10 completed20%
Critical 2
Add UTM parameters to Meta Ads campaigns
Set up UTM tracking for TikTok Ads
High 4
Configure channel grouping
Enable cross-domain tracking
Implement form submission tracking
Add payment providers to referral exclusions
Medium 4
Enable scroll depth tracking
Set up video engagement events
Link Google Ads to GA4
Link Search Console
M
Ask Molly about this
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