Lowercase everything.
GA4 treats Google and google as different sources. Pick lowercase as the convention and stick with it for every campaign.
UTM Builder.
Build GA4-compliant tagged URLs for ads, email, social, and print. Six channel presets cover the most common pairings — or roll your own. Copy, paste, ship.
◆ Tagged URL
◆ What this URL says
Pick a preset or fill in source / medium / campaign manually, then click Build URL.
Four rules to keep your reports honest.
Use consistent vocabulary.
If newsletter traffic is medium=email in January, don't make it medium=newsletter in February. Reports break when conventions drift.
Don't tag internal links.
UTM parameters on links from one of your pages to another reset the session and corrupt source attribution. Only tag links from external surfaces.
Use utm_term for paid keywords only.
Reserved for the search keyword in PPC campaigns. Don't repurpose it as a free-form tag — it has dedicated reporting in GA4.
Start here
Tagging matters because untagged traffic is invisible traffic .
If you want someone to audit your full GA4 + tagging setup — what's tracked, what's broken, what's leaking attribution — the $197 audit covers analytics as one category.