Lista de verificação de controle de qualidade UTM antes do lançamento da campanha

UTM QA Checklist Before Campaign Launch

One broken UTM tag can misattribute an entire campaign's traffic. Run through this 10-point checklist before every launch.

The Checklist

1. All values are lowercase

Check every parameter. Facebook ≠ facebook in GA4. Search your URL for any uppercase letters after utm_.

2. No spaces in any value

Spaces become %20 and create duplicate entries. Use hyphens: spring-sale, not spring sale.

3. utm_source matches your naming convention

Verify against your team's source list. Common sources: google, facebook, linkedin, newsletter, influencer. Do not invent new ones without updating the shared document.

4. utm_medium aligns with GA4 channel grouping

Use GA4-standard values: cpc, email, social, paid-social, display, affiliate, referral. Custom values like banner or sponsored fall into "Unassigned."

5. utm_campaign is descriptive and dated

Good: product-launch-q2-2026. Bad: campaign1 or test.

6. No duplicate parameter names

A URL with utm_source=google&utm_source=facebook sends ambiguous data. Check for copy-paste errors.

7. The landing page loads correctly

Click the full tagged URL. Confirm the page loads without errors, the content is correct, and no redirect strips the UTM parameters.

8. Redirects preserve UTM parameters

If your URL goes through a shortener or redirect (bit.ly, your own /go/ links), verify the final URL still contains all UTM params. Open browser dev tools → Network tab → follow the redirect chain.

9. GA4 Real-Time test confirms data

Open GA4 → Reports → Real-time. Click your tagged URL in an incognito window. Within 30 seconds, check that the source, medium, and campaign appear correctly in the real-time view.

10. UTM is consistent across all channels

If the same campaign runs on email, social, and paid — verify utm_campaign is identical across all. Different campaign names for the same campaign fragment your data.

Quick Test Workflow

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