The Tagsmith blog

Practical, no-fluff guides on UTM governance — how to design a naming convention, keep GA4 clean, and get a whole team to tag campaigns the same way.

Guide

GA4 default channel grouping, explained (and why your UTMs break it)

The exact rules GA4 uses to sort traffic into channels — and why messy utm_medium values land in "Unassigned."

Comparison

UTM spreadsheet vs a governance tool: when to switch

A shared sheet works until your team grows. Where spreadsheets break, a side-by-side comparison, and the signals it's time to switch.

Guide

Why is your GA4 traffic split across multiple rows — and how to merge it

The same channel shows up as several rows because UTM values are case- and character-sensitive. How to find every split, merge the data, and prevent it — plus a free audit.

Guide

What is UTM governance? (And why free UTM builders aren't enough)

Governance is the difference between a link builder that helps one person and a standard your whole team can't break. Here's what it means and when you need it.

Guide

The UTM naming convention that keeps GA4 clean

A field-by-field convention — lowercase rules, medium taxonomy, and a structured campaign pattern — you can adopt today, with copy-paste examples.

Guide

Why "Facebook" and "facebook" are two rows in GA4 — and how to fix it

Case sensitivity quietly fragments your best channel. Here's why it happens, how to clean up the damage, and how to stop it for good.

Reference

UTM glossary: every parameter and term, defined

Plain-English definitions of utm_source, utm_medium, utm_campaign, and the governance terms around them.