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Yeah the casing thing with utm_source is a silent killer, especially when you’re scaling campaigns across teams and agencies. one lowercase “google” versus uppercase “Google” can split your data and make optimization guesses way harder than they need to be.
consistency is everything. i’ve seen teams waste weeks trying to figure out why a channel looks underperforming when it’s just fragmented across five different source spellings. the fix is stupid simple but rarely enforced: lock down your naming convention in a shared doc and make it part of QA before any campaign launches.
another angle people overlook is utm_term. most leave it blank or stuff it with junk, but for search campaigns it’s where you can actually see which keywords are driving conversions at scale. if you’re not populating it with the actual keyword or match type, you’re flying blind on optimization.
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how do you handle utm governance at your agency? is it mostly manual checks or do you have automated alerts for casing mismatches?
