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Always "inspect what you expect!"

This happened years ago, during a conversation with a client. During the client call, we discussed setting up UTM tracking links for their online advertising efforts. The client had mentioned that they had a series of online advertising buys that were scheduled to start, last week.

A quick look in Google Analytics showed that the scheduled advertising buys were not sending traffic to their website. The reasons for no referral-based traffic could be many. The simplest explanation is that the advertising isn't running.

In the end, I encouraged the client to call their advertising rep and let them know, "we do not see any traffic from you in Google Analytics. Can you please verify that our online ads are running?"

The wording above gives the advertising people a gentle nudge and lets them know you're keeping an eye on things. You can call it a diplomatic and data-driven approach.

More often than not, clients have paid for online advertising that simply wasn't running. It wasn't out of malice or deception, just that someone dropped the ball. That said, you must keep a watchful eye on your online advertising.

At the end of the day, it's your money. As my friend Phil Pacific is fond of saying, "inspect what you expect!" A simple check of Google Analytics is all it takes.

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