Why is it so critical to get UTM codes right?

If these links have errors in them, you won't be able to produce a simple campaign report, let alone be able to figure out attribution.

Also, the visitor might find themselves landing on a 404 error page or getting quite a different experience to the one you planned.

UTM codes will get the right ad data into your web analytics platform.

Not using UTM codes significantly reduces your ability to understand the performance of your marketing efforts, and could lead to wasted budgets and effort.