One naming convention for the whole team, and a validator for anyone who strays from it.
Every client has its own standard, and everyone tags links their own way. Here the convention is saved, the builder only produces links inside it, and the validator checks the names already live and flags who broke the standard.
https://www.yourstore.com/promo?utm_source=rdstation&utm_medium=email&utm_campaign=EMAIL_VENDAS_CUSTOMER-WEEK
Separator, case, prefix and fields come from the convention. Amber is what the person types; the builder writes the rest the same way for everyone, and the validator breaks the name apart to check it field by field.
What breaks
Everyone tags links their own way
The intern writes it one way, the agency another, and the email goes out with a third. Three months later the channel report has a giant block of Unassigned and nobody knows what to add up.
“91% of the properties audited by the Métricas Boss Reliability Index have UTM problems. The contradiction comes down to one word: people. UTMs don’t break because of a technical limitation. They break because everyone on the team tags links their own way.”Métricas Boss, “UTM naming standard,” July 7, 2026 (in Portuguese)
A creative medium ends up in Unassigned
GA4 only recognizes the values in the Default channel group. A medium made up for a client, with no rule on the other side, disappears from the channel report. The convention locks the medium to the values GA4 reads, and the simulator shows where each one lands.
“Creativity in the medium is the Unassigned factory. This is the decision behind most of the mysterious Unassigned we find in audits: someone adopted a creative medium and nobody created the rule on the other side.”Métricas Boss, “UTM naming standard,” July 7, 2026 (in Portuguese)
The shared spreadsheet breaks
Every guide recommends the spreadsheet as the single source of truth, and it’s also the point of failure: outdated versions, free text in the cells and a standard that dies when the person who invented it goes on vacation. The bulk builder reads the spreadsheet, but it validates every row before it returns the link.
“A standard that lives in one person’s head dies when they go on vacation. A UTM built by hand dies in a typo.”Métricas Boss, “UTM naming standard,” July 7, 2026 (in Portuguese)
What to use
- Naming convention (in Portuguese)Separator, case, delimiter, prefix, fields and dictionary. Export it as JSON for the whole team to import.
- Bulk builder (in Portuguese)Paste the spreadsheet with URL, source, medium and campaign and get every link validated, with its predicted channel. On Pro.
- Link auditor (in Portuguese)The links already live, from the client or the previous team, with what GA4 will read wrong.
- Source and medium normalizer (in Portuguese)Merges fb, facebook and m.facebook.com and writes the formula for your report.
- GA4 channels (in Portuguese)Build a custom channel group for WhatsApp, offline and marketplaces.
- History by account (in Portuguese)Every link you build is saved, with search, filters and CSV export.
In three steps
- Set up the conventionSeparator, case, fields and dictionary, from a ready-made template or from what the client already uses.
- Build links with itOne at a time in the builder or hundreds at once from the spreadsheet. The standard is built in.
- Validate what’s already livePaste the names from your report and see who broke the standard, field by field, with a CSV split into fields.
One standard per client, the same builder for the whole team
Convention, history and templates stay in your account. Pro unlocks the bulk builder, 30 links per day and per-client labels.