Knowledge Base
The Definitive Guide to UTM Parameters
Master campaign tracking in Google Analytics 4 (GA4). Learn naming conventions, avoid common mistakes, and clean up your data.
Standardizing Naming Conventions
Inconsistent tagging is the #1 reason for broken analytics. GA4 is case-sensitive, meaningFacebook and facebook are treated as two different sources.
- Always Lowercase: Never use capital letters.
- No Spaces: Use underscores (
_) or dashes (-). - Keep it Clean: Avoid redundant info.
Troubleshooting: "Unassigned" Traffic
Seeing high volumes of "Unassigned" or "(not set)" in GA4? This usually happens when:
- Missing Medium: You defined a source but forgot
utm_medium. - Redirects stripping tags: http:// redirects to https:// often drop parameters.
- Non-Standard Mediums: Custom mediums may get lost.