I can audit these three links. First, one decision changes every corrected URL:
- Underscores or hyphens? Your rule says underscores, and the agency uses hyphens. GA4 doesn't require either one. It records whatever value you send, and it treats different spellings ("paid_social" and "paid-social") as different values. It also treats different cases as different ("Meta" and "meta"). So the right answer is to pick one and use it everywhere. Which wins, your rule or the agency's?
- The allowed list of utm_medium values. If your convention has one, send it. Otherwise I'll use cpc, paid-social (or paid_social, depending on your answer), email, social, referral, affiliate, display.
Already clear from your links, and what I'll do with them: - Lowercase everywhere. Both conventions agree, so "Meta" and "Paid_Social" will be flagged. - Link 3 has no https:// and no utm_medium. I'll add https://. For the medium, I'll put [SET: medium] unless you confirm it's email, since the source is klaviyo. I won't guess. - Links 1 and 2 look like the same Black Friday campaign spelled two ways (bf_2026 and bf-2026). Your answer to question 1 decides which spelling stays.
Tell me which separator wins, and send the medium list if you have one. You'll get the parsed table, issues by row, issue counts, the convention, corrected URLs and notes on how GA4 will report past traffic.