UTM parameters: how to use them correctly and the 4 patterns that break GA4 channel grouping

UTM parameters in Google Analytics 4 (GA4) require careful setup to ensure accurate channel grouping. Incorrect or inconsistent values can lead to misleading reports. To avoid issues, use the Campaign URL Builder, verify in DebugView and Realtime, and ensure consistency in values, specifically using lowercase for utm_source. This will help maintain the integrity of channel reports and prevent incorrect classification of traffic sources.