Utility
UTM QA & Normalizer
Check UTM parameters for missing fields, duplicates, casing, whitespace, separator drift, and configurable source or medium rules.
QA summary
Review these URLs
| Input | Status | Issues | Normalized suggestion |
|---|
Rules are configurable guidance, not a universal UTM or GA4 standard. URLs stay in your browser.
How it works
Paste one URL per line to check the required UTM source, medium, and campaign parameters. The checker also flags duplicate parameters, casing drift, whitespace, and separator choices that do not match your selected rule.
You can configure allowed source and medium values for your own naming convention. The suggested URL keeps unrelated query parameters and fragments and is generated entirely in your browser.
Example
A URL such as https://example.com/?utm_source=Google&utm_medium=Paid_Social&utm_campaign=Spring_Sale is flagged for casing and separator drift under the default lowercase/hyphen rule. The normalized suggestion uses google, paid-social, and spring-sale.
Limitations
UTM conventions are configurable. This tool provides QA guidance for your chosen rules; it does not claim that one naming scheme is universally valid or that a URL is automatically correct for GA4, Google Ads, or another analytics platform.
URL values stay in your browser. The checker does not upload data, connect to analytics APIs, or store a history.
FAQ
Does the checker validate every marketing URL rule?
No. It checks the fields and rules you select. Destination availability, redirect behavior, campaign attribution, and platform-specific policies are separate checks.
What does normalization change?
It rewrites recognized UTM parameter names to lowercase, removes duplicate recognized keys, applies your casing and separator preferences to the first non-empty value, and leaves unrelated query parameters and the fragment in place.
Are my URLs uploaded?
No. Parsing and normalization run in this browser session only.
Related
Use the same practical workflow approach across the Lattice tools.