> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Importance of good data hygiene

> Why clean, consistent data matters for accurate reporting and how to avoid common data-quality pitfalls

Good data hygiene makes reporting more trustworthy and reduces time spent reconciling differences across tools.

## What “good hygiene” means

* Consistent naming conventions for channels, campaigns, and UTMs
* Stable identifiers (customer, order, product) across systems
* Clear definitions for metrics (gross vs net, refunds, cancellations)

## Common causes of reporting issues

* Missing or inconsistent UTMs (especially for email/SMS and subscriptions)
* Timezone mismatches across platforms
* Changes to orders after purchase (edits, refunds, cancellations)

## What to do next

* Standardize UTMs: [UTM Setup](/help-center/core-concepts/attribution/utm-setup)
* Learn why sources differ: [Why would external reports not match the SourceMedium dashboard?](/help-center/faq/data-faqs/why-would-external-reports-not-match-the-sourcemedium-dashboard)