Always lowercase your UTM parameters

Quick one.

GA4 treats these as different sources:

• facebook
• Facebook
• FACEBOOK

Same with medium:

• cpc
• CPC
• Cpc

Your reports will show 3 rows instead of 1.

The fix:

Always use lowercase. No exceptions.

• facebook not Facebook
• google not Google
• cpc not CPC
• email not Email

Add this rule to your naming doc:

"All UTM values must be lowercase. No capital letters. Ever."

Simple. Easy to check. Prevents messy data.

If you already have mixed case data in GA4, use regex in custom channel groupings to group them together. Can't fix historical data, but you can make reports cleaner.

What naming rules does your team follow?