Find what's fragmenting your channel reporting
Paste a batch of your tagged URLs and this finds the things that quietly split one channel into several: the same source appearing with different capitalisation, mediums your analytics platform won't group, and URLs with no medium at all — which is how traffic ends up in unassigned and stays there. It analyses your links, in your browser, and nothing is sent anywhere.
Free30 minutesNo obligation
Analyse your UTM consistency
Paste a batch of your tagged URLs and this finds the things that fragment channel reporting: the same source appearing with different capitalisation, mediums your analytics platform won't recognise, and URLs with no medium at all — which is how traffic ends up in unassigned.
Paste a batch of URLs and press Check. Everything happens in your browser. Nothing is sent anywhere.
UTM analyzer · what breaks
What this tool is for — UTM analyzer
- 01
Your reports have duplicate sources
The same platform under several spellings.
- 02
Unassigned traffic is growing
Usually a medium problem.
- 03
You inherited a link library
Built by several people over several years.
UTM analyzer · the fix
What you get out of it — UTM analyzer
Case fragmentation, named
Every variant of every source listed.
Unrecognised mediums flagged
The ones that break channel grouping.
A distinct source list
So you can see the vocabulary you're actually using.
UTM analyzer · architecture
Why fragmented UTMs are worse than no UTMs — UTM analyzer
Inconsistent tagging doesn't produce missing data. It produces confidently wrong data, which is harder to notice and harder to unpick.
- 1
Three spellings look like three channels
And each one looks smaller than the real channel is, so all three get underinvested.
- 2
Unassigned traffic hides real performance
A missing medium doesn't error. It just quietly removes that traffic from every channel comparison you run.
- 3
Historical data can't be re-tagged
Fixing the convention helps from today. What's already recorded stays fragmented, which is a reason to fix it sooner.
- 4
A convention nobody enforces isn't one
Which is why a builder that normalizes automatically beats a document that says lowercase everything.
UTM analyzer · diagnose
What this tool cannot tell you — UTM analyzer
Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.
- 01
Which links are actually in use
It analyses what you paste. Links you forgot about are still out there fragmenting your reports.
- 02
Whether the traffic actually arrived
It reads URLs, not analytics data.
- 03
Whether your channel grouping is configured correctly
That's a setting in your analytics platform and worth checking separately.
- 04
Anything about click identifiers
Those do attribution; UTMs do labelling. Different problems.
UTM analyzer · prove
How to confirm the result — UTM analyzer
Against your own records, not against the tool's output.
Source of truth
your analytics channel grouping — whether it resolves cleanly
- A full export of live tagged links analysed, not a sample.
- Distinct source and medium values reviewed for near-duplicates.
- Unassigned traffic checked in analytics after the convention changes.
- A documented vocabulary put where link-builders will find it.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked after your next site release, which is when most breaks happen.
UTM analyzer · free audit
What we check in the free audit
- Which links are actually in use
- Whether the traffic actually arrived
- Whether your channel grouping is configured correctly
- Anything about click identifiers
Checked against
your analytics channel grouping — whether it resolves cleanly
Free30 minutesNo obligation
UTM analyzer · when not to buy
Why this isn't gated — UTM analyzer
There's no email form in front of it, and that's deliberate.
- A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
- Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
- It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
- If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.
UTM analyzer · what we deliver
What it checks — UTM analyzer
Case consistency
Sources and mediums grouped case-insensitively; any group with more than one spelling is reported.
Medium recognition
Against the values analytics platforms commonly group on.
Missing parameters
URLs with no source or no medium.
Stray click identifiers
Present on hand-built links, which is a problem; present on copied real clicks, which isn't.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.
- Root cause fixed, not worked around
- Verified on a live conversion
- Reconciled against your own records
- Written handover
1st-party server-side
Recommended$800One-time fee · most popular
Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.
- First-party server container on your own subdomain
- Events from your records, not the browser
- Deduplicated on a shared event ID at every destination
- First-party cookies beyond Safari's 7-day cap
- 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop
- Refunds and cancellations corrected wherever each platform allows it
- Monitoring on every destination
FAQ
UTM analyzer questions, answered
As many as you like — it all runs locally, so there's no request size limit. Practically, a few thousand lines is fine.
No. Historical data stays as it was recorded. Fixing the convention helps from today onward, which is a reason to do it now rather than later.
Lowercase everything. It resolves most case fragmentation and it's a one-line rule anyone can follow.
It flags them when present. Click IDs do attribution and UTMs do labelling — for click ID coverage, use the capture tester.
Free · 30 min
Get the whole measurement setup checked
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