UTMs vs network sub-IDs: which carries your attribution

UTMs vs network sub-IDs: which carries your attribution

They solve different layers. Use both, never confuse them.

— UTMs live in your analytics (GA4). They tell you which post, platform, or placement drove the click to your site.
— Sub-IDs (s1, sub_id, aff_sub) live in the network's report. They tell you which click converted into a commission.

Decision rule:
— If the link goes to your own landing page first then tag it with UTMs and pass a sub-ID downstream.
— If the link goes straight to the advertiser then UTMs are useless (you can't read the advertiser's GA) — only the sub-ID matters.

Naming framework (reusable):
sub_id = platform-content-date
Example: yt-review-0612. Same string in both UTM content and sub-ID so the two reports reconcile.

Checklist:
— Sub-ID appears in network report after a test click.
— UTM appears in GA4 real-time.
— Both use the identical naming key.

Definition of done: one row in GA4 maps cleanly to one row in the network payout report.