UTM Consistency Audit
Find paid channels split across inconsistent UTM spellings in GA4. This audit groups them, shows what each one really brings in and the tags to fix.
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Frequently asked questions
What does the UTM Consistency Audit check?
It finds paid channels that reach GA4 under more than one UTM spelling, such as facebook / cpc and Facebook / paid. Each spelling becomes its own row, so the channel's sessions, conversions and revenue are split and its real contribution looks smaller than it is.
Why do inconsistent UTM tags matter?
Because GA4 treats every spelling as a separate source. A channel tagged three ways shows three small rows instead of one large one, so budget decisions based on channel reports undervalue it. Fixing the tags restores one clean row per channel from that day forward.
Does fixing UTM tags repair past data in GA4?
No. GA4 does not rewrite historical data, so old sessions keep their original spelling. The audit shows which spellings belong together, so you can read past reports correctly, and once the tags are fixed every new session lands under one consistent source and medium.
Which UTM parameters does the audit look at?
Source and medium, the two parameters GA4 uses to build its channel groups. When the same paid channel appears under different capitalisation, spellings or medium values, the audit flags the variants and shows the sessions, conversions and revenue behind each one.
How often should I run a UTM audit?
Once now to clean up, then let ClickBoss run it every morning. New campaigns, agencies and team members bring new spellings, and the morning scan catches a stray tag in its first days, before weeks of data are split across rows.