Tools

Your GA4 is only as good as the links that reach it.

UTM builder with naming standards, GA4 channel prediction, link auditor, Tag Manager templates, media calculators and checklists. Everything runs in your browser: nothing you type leaves it.

pain points that come up most in forums and support

what’s different from a regular URL builder

Situation	Simple URL builder	Here
Everyone writes campaign names their own way	Accepts any text	Team naming convention with a dictionary and validation
Knowing which channel the session will land in	You find out later, in the report	Prediction from GA4’s official rules before you publish
Paid ads with macros	Builds one link at a time	One macro string per platform + ad set and ad names
Printed material	No QR code, no record of the piece’s age	QR code in PNG/SVG, size control and CSV batches
Links that are already live	Doesn’t check them	Bulk auditor: case, duplicates, # before the UTM, click IDs
Setting up GA4 from scratch	Out of scope	GTM container to import, ready-made dataLayer and implementation service

plans

Free with 4 links every 24 hours. Pro with 30 links per day, bulk builder, templates and labels for US$ 9.90 per month. Max with no link limit and your brand on QR codes and reports for US$ 20 per month.

Compare plans

sources used for the rules and pain points

Google: GA4 default channel group (channel rules and the official source list)
Google: custom channel groups
Bing: import sites from Google Search Console
Optimize Smart: why GA4 ignores UTM parameters
Stape: unassigned and not set traffic (in Portuguese)

The channel rules were checked in October 2026. Google warns they can change, so check them again every quarter.

UTM builder

Only parameters GA4 reads natively, readable names and the channel prediction. Name formatting follows the Naming convention tab.

1. destination url

Paste the clean URL. If it already has a parameter, the builder appends with &.

2. channel

utm_source

utm_medium

3. campaign

objective

useful detail

No date in the name: you filter the period in the report.

4. ad sets

5. ads

The version goes up within the same type and format. The +v button creates the next version.

platform fills in you type fixed

campaign name

ad sets

ads

how it lands in ga4

all combinations

campaign	ad set	ad	url with macros

Naming convention

Choose the separator, case and delimiter (underscore, hyphen, brackets, braces, pipe or key:value), then define the fields and the dictionary. The UTM builder starts using this pattern and the validator flags anything that breaks it.

template

start from a ready-made template

separator between fields

joins words inside a field

case

delimiter

fixed prefix

use key:value in each field (e.g. obj:vendas)

fields and dictionary

Allowed values separated by commas. Leave it empty for free text. The first 4 fields feed the campaign name in the UTM builder.

share with your team

import .json

With an account, the convention is saved per client and the whole team uses the same one.

build a name

result

validate and break down existing names

With the name split into columns, you can report by objective, audience or format without a lookup spreadsheet.

campaign, ad set and ad names

ad set audience

age

audience type

ad version

ad type

format

campaign

ad set

The campaign comes from “build a name”. Ad set and ad use the same separator, case and delimiter, without key:value, just like the UTM builder.

take it to your report

regex that breaks down the campaign name

Looker Studio calculated field

source field

medium field

Maps source and medium, lowercased and trimmed, to one channel per source in the convention, with the values the UTM builder uses. Use the field name as it appears in your data source; if the editor doesn’t recognize it, type the beginning and pick the field from the list.

BigQuery SQL (GA4 export)

export table

The dataset is named analytics_ followed by the property ID. The SQL uses collected_traffic_source, which is the UTM recorded on each event; the comments show how to switch to the session source and to the user’s first source.

Link auditor

Paste the URLs that are already live (ads, bio, email, QR). The auditor points out what GA4 will read wrong and which channel each link lands in.

Your site’s domain (optional)

With the domain filled in, the auditor flags UTM on internal links, from one page of your site to another.

#	source / medium	campaign	predicted channel	issues

what the auditor checks

source, medium and campaign present; uppercase letters that split the same source into different rows in the report.
The same source or medium written with different case in the pasted list (Facebook and facebook).
# before the ?, UTM after the #, a duplicate ? and repeated parameters.
Spaces in the value, raw or encoded (%20, +), and UTM values longer than 100 characters.
utm_ parameters GA4 doesn’t read natively and copied click IDs (gclid, fbclid, ttclid, msclkid).
Leftover macros in the link: {{...}} from Meta, __X__ from TikTok, {x} from Google Ads, Microsoft Ads or Pinterest.
shop, shopping or cross-network in utm_campaign, which send the session to another GA4 channel.
UTM on internal links, when you enter your site’s domain.
Destinations without a page carrying the GA4 tag: PDF, image, app store, mailto: and tel:.
It doesn’t follow redirects, so it doesn’t check whether the site keeps the UTM after one. For that, open the link and look at the final URL.

Bulk builder

Paste a spreadsheet with URL, source, medium and campaign and get every link ready, validated and with its predicted GA4 channel.

Paste the spreadsheet rows

Standardize values

Column order without a header

open csv file

With a header in the first row, column order doesn’t matter. Accepts tabs, semicolons or commas. Excel file: save it as CSV before opening it here. Pro: up to 50 rows at a time. Max: up to 500.

Build the rows for influencers

Page URL

Campaign

Creators, one per line, with the networks after a colon

Post type

Each creator becomes one row per network, with the name in utm_content. A network with an unknown name goes in as is. Organic posts land in Organic Social; boosted posts, in Paid Social.

GA4 channels

Simulate which default channel a session lands in and build a custom channel group to get WhatsApp, offline and marketplaces out of the wrong place.

channel simulator

source

medium

campaign

order	channel	rule	match?

Rules for manual traffic (UTM). Traffic with gclid follows the Google Ads rules by campaign type. The source list used here is Google’s full official spreadsheet, with 818 sources, checked in October 2026; Google’s page has the latest version.

custom channel group

Check what you use. The tool tells you which channels to create, the condition and where to place them (GA4 evaluates from top to bottom).

step by step in ga4

Regex builder

For GA4 filters, GTM triggers, channel groups and Looker Studio. GA4 uses RE2 syntax: no lookahead and no backreferences.

build from a list

type

ignore case (?i)

regex

test

how the field compares

In GA4, “matches regex” compares the whole value; “partially matches regex” accepts a fragment. The test uses the browser’s engine, which accepts more than RE2; the warnings next to it point out the most common differences.

dataLayer for your developer

Pick the events and hand your developer the code and the spec. It follows GA4’s recommended ecommerce format, with event_id to deduplicate with conversion APIs.

events

currency

site platform

code

parameters per event

event	when to fire	parameters

Cross-platform event map

Same action, different names on each platform. Use it to set up GTM and to check that the pixel and the API send the same event.

action	GA4	Meta	TikTok	Google Ads (category)	key parameters

Names marked with * change more often or vary between accounts. Check the platform’s current documentation before publishing.

rules that prevent duplicate data

The pixel and the conversion API must send the same event_id (Meta uses eventID / event_id) so the platform can deduplicate.
Value always numeric and currency as an ISO code (USD, BRL), with no currency symbol and no comma.
transaction_id unique per order: it’s what stops a purchase from being counted twice when the customer reloads the thank-you page.

GTM web: ready-to-import container

Fill in the IDs, check the events and download the JSON. In Tag Manager: Admin, Import Container, choose a new workspace and the Merge option.

ids

container name

GA4 ID (G-)

Google Ads conversion ID

purchase label

lead label (optional)

Meta pixel ID

Server-side URL (optional)

events

what goes in the container

view json

Always import into a separate workspace, review it in Preview and only publish after you see the events in GA4 DebugView.

consent mode v2 (before the gtm snippet)

ads (default)

analytics (default)

wait (ms)

Whether the default is denied or granted is a legal decision for each company under privacy law (LGPD in Brazil), not a technical one. The cookie banner tool is what calls update.

what this container doesn’t do

TikTok Pixel: use the official template from the GTM Community Template Gallery and map the events from the Event map tab.
It doesn’t create the dataLayer on the site: generate the code in the dataLayer tab and hand it to your developer.
Google Ads enhanced conversions need user data in the dataLayer and setup in the account.

Prefer to get this installed and validated on your site?

Server-side (sGTM)

Interactive guide to move tracking out of the browser and send it through your own subdomain. Progress is saved in this browser.

your setup

site domain

server subdomain

hosting

Meta Conversions API

TikTok Events API

Cost: the server is billed by usage, by the hosting you choose. Check sizing and current pricing before promising a timeline or a price to the client.

guide

event_id to deduplicate pixel and api

Misconfigured server-side counts conversions twice. Want us to set it up and validate it?

Tag scanner

Open the site, press Ctrl+U (page source), copy everything and paste it here. The scanner lists what’s installed and flags duplicates and outdated code.

Browsers don’t let one site read another site’s code, so you paste it instead of typing the URL. Tags that GTM injects later don’t show up in the page source; for those, use Tag Manager Preview.

found

issues

Search Console, Bing and IndexNow

Domain verification, sitemap, robots.txt and fast URL submission. Bing Webmaster Tools imports the sites already verified in Search Console, so the shortest path is to do Google first.

check the domain’s dns

domain (no https)

Public DNS lookup made by your browser (DNS-over-HTTPS). DNS changes can take hours to show up.

robots.txt

site url

result

Blocking a page in robots.txt doesn’t remove it from the index. To take it off Google, use noindex or the Removals tool.

indexnow (bing and others)

url to submit

Upload the .txt file to the site root before submitting. As far as I know, Google doesn’t use IndexNow; for Google, the path is the sitemap in Search Console.

google search console

bing webmaster tools

shortcuts

Keyword combiner

Combines lists, applies match types and exports in Google Ads Editor format. Here, brackets and quotes have a job: they are the match type.

list a

list b

list c (optional)

broad "phrase" [exact]

also include a + b without list c generate an unaccented version and remove duplicates

campaign

ad group

negative keywords (one per line)

CSV columns: Campaign, Ad group, Keyword, Criterion Type. When you import into Editor, check that the column names match your version.

Text ads

Counter and preview for Google responsive search ads and for Meta copy. One line per headline or description.

google headlines (up to 15, 30 characters)

google descriptions (up to 4, 90 characters)

final url

path 1 (15)

path 2 (15)

approximate preview

Google combines headlines and descriptions on its own. The preview only shows one possible combination.

meta (truncation reference, not a limit)

primary text

headline

description

Truncation varies by placement and device. The numbers are a practical reference so your text doesn’t disappear behind “See more”.

Media calculators

Each number comes with the formula below it so you can check it. Use a dot or a comma as the decimal separator.

break-even roas and max cpa

average order value

product cost (%)

taxes (%)

subsidized shipping (%)

payment gateway and fees (%)

other variable costs (%)

reverse funnel (revenue target to budget)

revenue target

average order value

site conversion rate (%)

average cpc

% of sales from paid media

campaign metrics

spend

impressions

clicks

conversions

revenue

contribution margin (%)

compare two periods

metric

previous period

current period

lower is better (cost)

Budget pacing

How much should have been spent by today, how much is left per day and where the month will close at the current pace.

reference date

days already closed

platform	monthly budget	spent so far	ideal so far	deviation	per day from now on	projection

Creative specs and safe zones

A quick aspect ratio reference and a visual test: upload the vertical artwork and see what ends up under the interface.

safe zone test (9:16)

vertical artwork

placement

show bands

top %

bottom %

left %

right %

Approximate starting percentages. Platforms change their interfaces; adjust the fields to each one’s current guidance.

most used aspect ratios

platform	placement	aspect ratio	suggested size

A reference for common aspect ratios and resolutions. Video length, file size and limits change often: check the platform’s help center.

Brazil retail calendar

Dates calculated for the year (Carnival, Easter, Mother’s Day, Father’s Day and Black Friday move every year). Export them to your calendar.

year

start planning (days before)

launch campaign (days before)

date	event	plan from	launch by	days left

Launch checklist

Before you put budget behind it. Saved per client in this browser.

client / campaign

WhatsApp link with source

One wa.me link per source, with a short code in the message so your support team knows where the person came from.

WhatsApp number

Code prefix (optional)

Message the person will send

Sources, one per line

Code length (without the prefix)

The code uses letters and numbers that can’t be confused (no 0, O, 1, I or L in the draw) and is always the same for the same source. If two sources get the same code, the second one gets a different one.

Generated links

WhatsApp only receives the number and the text. The code shows the source when the person doesn’t delete the message before sending it. This link doesn’t count clicks; that needs a redirect, which comes later. For the opposite path, a link sent on WhatsApp that leads to your site, use the UTM builder with the WhatsApp channel.

Source: WhatsApp’s help center documents only the number and the text parameter in wa.me links (faq.whatsapp.com/5913398998672934). UTM added to a wa.me link goes nowhere.

UTM capture for CRM

Generates a script that stores the visit’s UTMs and fills in the form fields, so the lead source reaches your CRM even when the person converts on another page.

Destination and rules

Form or CRM

Which visit counts

Expiration in days

Where to store

Cookie consent

Parameters and fields

store	parameter	field name	first-touch field

Create a hidden field when the form doesn’t have one

Which forms (CSS selector)

Cookie or key name

Cookie domain (optional)

dataLayer name

A domain starting with a dot makes the cookie valid on all subdomains (store.com and checkout.store.com). Leave it empty to make it valid only on the address where the script runs.

Format

Code for your site

How to install and test

The script has no library dependencies and is ES5, which GTM Custom HTML accepts. It doesn’t record visits without UTM: people who arrive directly or from search keep what was already stored. A form inside an iframe from another domain is out of reach of any script on the page. To check it in the browser, run capturaUTM.primeiro() and capturaUTM.ultimo() in the console.

Checkout parameters

Builds the checkout link with the parameters each platform reads and generates the script that carries the UTMs from the sales page to the buy button.

Platform and link

Checkout platform

Checkout link

Sales page URL with UTM (optional)

Pasted a URL with UTM? The fields below fill in on their own with what it carries.

UTMs

utm_source

utm_medium

utm_campaign

utm_content

utm_term

Checkout link with parameterstest

parameter	value	what the platform does with it

Script for the sales page

Format

Fill in the source tracking code with

Remember the UTMs if the person visits another page before buying (quiz, second page)

Code

Where to paste it and how to test

Everything here runs in your browser: the link and the UTMs you paste don’t leave it.

Checkout on another domain

List the domains in your funnel and get the GA4 steps to measure across domains, the unwanted referrals to add and a test of the URL that reached the checkout.

Your domains

Domains with your GA4 tag (site, LP, checkout), one per line

Only domains where your GA4 tag runs with the same G- ID go here. A checkout where you don’t install your tag stays out: it goes in the list below.

Third-party domains that send the person back to your site, one per line (optional)

Google’s example: a third-party payment processor, when the person pays there and comes back to your thank-you page.

Test the URL that reached the checkout

URL that opened after clicking the buy button

Open your sales page, click the buy button and copy the address of the page that opened.

1. Configure your domains in GA4

2. List unwanted referrals

3. Check

Open a page on your site that links to one of the domains in the list and click the link.
Check that the destination page opened and that its address has the _gl parameter. Paste the address into the test next to it.
No _gl: check that the configured domain is the same as the link’s and that no redirect along the way strips the parameter.

The _gl parameter is added when the person clicks. A button that opens the checkout via JavaScript, or a script that calls stopPropagation() on the click, keeps the parameter from being added.

What you type and paste here stays in your browser. Nothing goes to a server.

Source: Google, set up cross-domain measurement, Google, identify unwanted referrals and Hotmart, cross-domain (in Portuguese).

Instagram links

One UTM link for each place on Instagram (bio, Stories, Reels, Direct and profile), with a source and medium that land in Organic Social in GA4, plus the version for paid ads.

Destination URL

Campaign (utm_campaign)

Source (utm_source)

Placements

Each placement’s text goes in utm_content. Uncheck the placements you don’t use.

Paid ad

Ad medium (utm_medium)

Ad content (utm_content)

Link kit

Why app traffic shows up as Direct: when the click arrives without UTM and without a clear referral source, GA4 classifies the visit as (direct) / (none). With UTM, the source comes from the link itself and doesn’t depend on the app.

The links are built in your browser. Nothing you type leaves it.

Source: Google, default channel group (Organic Social: source in the social sites list or medium social; Paid Social: social source and a medium that matches ^(.*cp.*|ppc|retargeting|paid.*)$) and Google, traffic-source dimensions ((direct) / (none)).

Source and medium normalizer

Paste your GA4 export and see the source and medium variants grouped, with the proposed standard name, the predicted channel and formulas to clean up the report.

GA4 export (CSV or TSV)

Works with the “Session source / medium” column (also with the Portuguese interface) or with source and medium in separate columns, plus the sessions column if there is one. Lines that start with # (the header GA4 adds to the file) are ignored.

Summary

Groups and standard name

standard source	standard medium	predicted channel	sessions	merged variants	issues

The channel follows the same rules as the simulator in the GA4 channels tab, with Google’s official source list. Edit a group’s standard source or medium; groups that end up with the same pair are merged.

Formulas to clean up the report

Source field in Looker Studio

Medium field in Looker Studio

Calculated field: standard source

Calculated field: standard medium

Calculated field: standard source / medium

In Looker Studio: Resource, Manage added data sources, Edit, Add a field, then paste one formula per field. If your interface is in another language, the fields have translated names: change the names above in advanced mode.

Source column

Medium column

Snippet for the SELECT

In the GA4 export to BigQuery, each event’s source and medium are in collected_traffic_source.manual_source and collected_traffic_source.manual_medium; traffic_source.source and traffic_source.medium come from the user’s first visit. Change the column names above in advanced mode.

Pixel and CAPI deduplication

Paste the events the browser and the server sent and see which ones the platform merges, which ones it counts twice and why.

Platform

A time without a time zone is

Events: CSV lines, pixel code or server JSON

Accepts source;event_name;event_id;time lines (source: pixel or server; the pixel column is optional), fbq('track', ..., {eventID}) and ttq.track(..., {event_id}) calls, the facebook.com/tr?ev=&eid= image and the JSON sent to the API ({"data":[...]}, with event_time in seconds). The time can come at the start of the code line.

What you paste stays in the browser. To get the server events, copy the request body from your server, from server-side GTM or from the integration log. In the browser, Meta Pixel Helper and the Network tab (filter facebook.com/tr or analytics.tiktok.com) show the name and ID of each hit.

Nothing you paste leaves the browser. Source: Meta, deduplicate pixel and server events; Meta, server event parameters; TikTok, event deduplication and TikTok, 5-minute and 48-hour windows.

Summary

Paste the events or load the example.

Conversions API hashing

Normalizes email, phone, name and address and generates their SHA-256 the way Meta’s documentation asks, to send in the Conversions API.

One customer

Phone with area code

First name

Last name

City

State

ZIP code (CEP)

Country (2 letters)

Customer ID (external_id)

Phone country code

A phone without a leading + gets the country code. With 55, a 10 or 11 digit number (area code + number) becomes 55 + area code + number, and a leading zero (021) is dropped. A value that already looks like a SHA-256 (64 characters from 0 to 9 and a to f) goes as is.

Nothing you type leaves the browser: the hash is made here, with the browser’s Web Crypto. Source: Meta, customer information parameters.

Normalized and in SHA-256

CSV batch

Customer spreadsheet with a header

Country for rows without a country column

open csv file

Columns recognized by name: email, phone, first_name, last_name, city, state, zip, country and external_id (the Portuguese names also work). Order doesn’t matter. Accepts tabs, semicolons or commas. The downloaded file has a row number column, columns with Meta’s names (em, ph, fn, ln, ct, st, zp, country, external_id) and a warnings column.

Why Meta, GA4 and your store don’t match

Enter the purchases on each side and how each one is set up: the tool shows the difference and the causes that each platform’s official rules explain. With the files, it matches order by order.

Purchases in the same period

Store or platform (paid orders)

GA4 (purchases)

Meta Ads (purchases)

Pix (Brazil’s instant payment system) and boleto generated but not paid

TikTok Ads (purchases)

Google Ads (purchases)

How each side is set up

Meta attribution window in the report

The Meta column includes engagement attribution

Purchase date in the Meta report

Google Ads column

TikTok view-through window

The purchase event fires

Cookie banner and GA4

Who accepts cookies (%)

Pixel and Conversions API

Everything is calculated in the browser.

Differences and causes

Order by order: store vs. GA4

Store orders (CSV with order and total; status optional)

open store csv

GA4 transactions (CSV with transaction_id and revenue)

open GA4 csv

Accepted revenue difference

Show

In GA4: Reports, Monetization, Ecommerce purchases or Transactions, with the Transaction ID dimension and the Ecommerce purchases and Purchase revenue metrics; export as CSV. The # lines at the start of the GA4 file are ignored. IDs are compared without the leading #, without spaces and ignoring case. In a store file with one line per item, the first value of each order counts.

The files stay in the browser. Source: Google, minimize duplicate events with the transaction ID.

Implementation by a specialist

For people who don’t have time to set it up, don’t trust their own GA4, or already tried and the numbers don’t match the ad platform.

request a quote

name

site

platform

service

what’s happening

details (optional)

send via whatsapp send by email

Tools

Your GA4 is only as good as the links that reach it.

pain points that come up most in forums and support

what’s different from a regular URL builder

plans

sources used for the rules and pain points

UTM builder

1. destination url

2. channel

3. campaign

4. ad sets

5. ads

4. piece (utm_content)

Naming convention

template

fields and dictionary

share with your team

build a name

validate and break down existing names

campaign, ad set and ad names

take it to your report

Link auditor

what the auditor checks

Bulk builder

GA4 channels

channel simulator

custom channel group

Regex builder

build from a list

test

dataLayer for your developer

events

parameters per event

Cross-platform event map

rules that prevent duplicate data

GTM web: ready-to-import container

ids

events

what this container doesn’t do

Server-side (sGTM)

your setup

Tag scanner

found

issues

Search Console, Bing and IndexNow

check the domain’s dns

robots.txt

indexnow (bing and others)

shortcuts

Keyword combiner

list a

list b

list c (optional)

Text ads

approximate preview

meta (truncation reference, not a limit)

Media calculators

break-even roas and max cpa

reverse funnel (revenue target to budget)

campaign metrics

compare two periods

Budget pacing

Creative specs and safe zones

safe zone test (9:16)

most used aspect ratios

Brazil retail calendar

Launch checklist

WhatsApp link with source

UTM capture for CRM

Destination and rules

Parameters and fields

How to install and test

Checkout parameters

Platform and link

UTMs

Script for the sales page

Where to paste it and how to test

Checkout on another domain

Your domains

Test the URL that reached the checkout