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New study finds that 97.5% of audited websites preserved campaign tracking parameters, while advertising measurement technologies were less consistently observable.
01From the release
Each figure is printed with its sample and source, as recorded in the release.
42.5%
Among the 120 websites audited, Google Analytics was not observed on 51 (42.5%) and was observable on 67 (55.8%). Two websites were classified as Unable to Determine.
Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1. Publicly observable infrastructure only.
97.5%
Among the 120 websites audited, 117 preserved the UTM parameters used during testing. This does not show that these businesses actively use UTMs in their campaigns; it shows that the websites preserved the parameters supplied in the audit.
Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1. Harmless predefined UTM parameters.
120
30 websites each from Manufacturing, Jewellery, Fashion and Technology, purposively selected and examined during 2025–2026.
Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1.
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