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UTM Best Practices Checker
The UTM tagging rules that keep GA4 campaign reports clean, as a checklist you can test any campaign URL against.
UTM Best Practices
Check a URL against each rule
Why it matters
GA4 reports UTM values exactly as written, so "Facebook" and "facebook" show up as separate sources and split your campaign numbers. These checks cover the URL itself; they can't tell whether your values match the naming convention your team agreed on.
How to use this tool
Follow these steps to get the most out of the UTM Best Practices Checker.
Enter your accurate data in the provided form fields.
Review all configuration options and settings.
Click the generate or proceed button to execute.
Copy, download, or implement the professional output.
In depth
UTM Best Practices
Rules that keep campaign data clean in GA4:
- Always set utm_source, utm_medium and utm_campaign.
- Use lowercase only: GA4 reports 'Email' and 'email' as different values.
- No spaces: use hyphens or underscores, and pick one.
- Use utm_medium values that GA4's default channel groups recognise (for example cpc, email, social, display, affiliate, referral); unrecognised mediums can end up as Unassigned.
- Don't put UTM parameters on links within your own site; they replace the visitor's real source in attribution.
- Use utm_content to tell apart ads or links in the same campaign, and utm_term for paid keywords.
- Write the naming convention down and share it with everyone who builds links.
What the Checklist Can Test
Pasting a URL tests the rules that can be read from the link itself: required parameters, case, spaces, duplicates and parameter names. It can't tell whether a link is internal or whether your values follow your team's convention.
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