Tools for people who have to explain the numbers
Analytics gets messy for boring reasons. Someone types Facebook where the last
person typed facebook. A campaign name picks up a space. A medium gets invented on
the spot. None of it throws an error — it just quietly turns your channel report into three
rows that should have been one.
CrispTag is a small set of tools that stop that happening, and a set of guides explaining the rules underneath. Everything runs in your browser; nothing is uploaded anywhere.
The tools
UTM Builder
Build campaign URLs one at a time or a hundred at once, with naming-convention validation as you type. Catches uppercase, spaces, accented characters and non-standard mediums before they reach your reports. Paste rows straight from a spreadsheet for bulk generation.
The guides
Written for the person who has to defend the numbers in a meeting, not for a search engine.
- What is a UTM parameter? — plain-language explanation, one worked example
- The five parameters — what each field is for, which are required
- Naming conventions — six rules and a template worth stealing
- Standard medium values — the list analytics recognises, and what happens when you invent one
- Where UTMs show up in GA4 — which report, how long it takes, why tagged traffic sometimes reads as direct
- Seven mistakes that break reports — including the one that overwrites your own attribution
- Examples by channel — newsletter, paid social, affiliate, QR code, podcast
- Building links in bulk — from a spreadsheet, without breaking them
- FAQ — case sensitivity, SEO impact, Google Ads auto-tagging
Why "crisp"
A crisp tag is one that reads the same every time: lowercase, hyphenated, no surprises. Get that right and the report writes itself. Get it wrong and you spend the last week of the quarter reconciling rows by hand.
Last reviewed 2026-08-13