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UTM QA checklist

Before a campaign launches, verify that every tracked URL uses consistent source, medium, campaign, casing, separators, and launch ownership.

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pre-launch checklist

First checks

Required fields, naming, medium, internal links

Catch reporting drift before the launch, not after GA4 has split the campaign.

Pre-launch UTM QA steps

Confirm every campaign URL has `utm_source`, `utm_medium`, and `utm_campaign`.
Use one case convention, usually lowercase.
Avoid spaces in UTM values; use one separator consistently.
Keep `utm_medium` values consistent with your analytics channel grouping rules.
Do not tag internal navigation links with campaign UTMs.
Check that campaign names do not have duplicate variants like `spring-sale` and `Spring Sale`.

Common UTM risks

Risk	Why it matters	Fix
Missing `utm_campaign`	The link cannot be tied cleanly to a launch or promotion.	Add one campaign name shared across the launch.
Mixed case	Analytics reports can split `Newsletter` and `newsletter`.	Lowercase values before publishing.
Spaces in values	Encoded spaces make reports messy and naming harder to reuse.	Use `spring_sale` or `spring-sale` consistently.
Internal UTMs	Internal campaign tags can overwrite acquisition source.	Use events or internal labels instead of campaign UTMs.

Copyable QA handoff

Campaign:
Owner:
URLs checked:
Required field failures:
Naming risks:
Medium/channel risks:
Internal UTM risks:
Corrected suggestions:
Launch decision:

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