Preserve parameters at the end of a URL in the presence of redirects. So if Shadow Making for example you have an AdWords auto-tagging parameter at the end of the URL - after it redirected - poof, your auto-tagging parameter is gone and the keyword will show up as (undefined) in Google Analytics. Similarly, for Facebook, you may lose your utm parameters. Redirects are therefore Shadow Making the bane of SEM account managers. Find them and fix your destination URLs. Targeting… and toilet seats I'm a fan of AdWords, so I like to talk about keywords as targets, but this all applies to Facebook and other channels, for example, with demographic or remarketing target audiences.
First, how can you spend thousands of dollars on behalf of your business if you can't track results to prove you've been successful? Second, if you're not tracking results, how can you optimize your campaigns by improving Shadow Making poor-performing ads, favoring high-performing ads, and using targeting methods like keywords or demographics? Monitoring is often neglected or poorly maintained; without it, in the long run, most Shadow Making organizations won't allow you to have a budget. And if you can't prove your results, you'll get a reputation as a , where Google automatically adds a parameter with a string to all your ad URLs.