Case: consistent UTM tagging recovered 31% of 'direct' traffic

Case: consistent UTM tagging recovered 31% of 'direct' traffic
A DTC brand saw 31% of social traffic land in GA4 as 'direct' because links were untagged. They enforced auto UTM tagging (campaign/source/medium params appended on publish) via Sprout Social.

✔ 'Direct' social traffic fell to 4% within 6 weeks
✔ Per-network revenue finally split cleanly in GA4
✔ Template locks naming so no two people tag differently
✖ Pricey for a tagging feature alone
✖ Retroactive fix needs a one-time link audit

Best for: teams whose attribution is leaking into 'direct'.
Price: Sprout $199/seat/mo (Standard); auto-UTM included.

Pick this if your dashboards can't tell you which network pays.