Your UTM taxonomy, fixed in real time.
Inflight plugs into your Google Tag Manager server-side container and rewrites broken UTMs before they ever hit GA4. Milliseconds, not migrations. No backfill, no lost attribution.
No credit card · 19 regions · Fails open
Not a spreadsheet. Not a review queue. A GTM server-side template.
UTM Assistant deploys as a single variable template in your GTM server-side container. Every GA4 event passes through it in milliseconds. Your taxonomy rules — enforced at the exact moment the hit is recorded.
Hit arrives at your sGTM container
Web, app or server-side event hits your sGTM container, self-hosted on Google Cloud or on a managed sGTM host.
Rewrites in-flight
Casing, typos, forbidden values, missing required fields — all corrected before the event is forwarded. Optional AI pass for fuzzy matches.
Clean event lands in GA4
Your GA4 property only ever sees the canonical taxonomy. No backfill. No parallel data stream. No lost history.
CA East (Canada)US Center (Iowa)US East (South Carolina)US West (Oregon)SA East (Brazil)SA West (Chile)EU West (England)EU West (Belgium)EU West (Germany)EU North (Finland)EU North (Netherlands)EU East (Poland)EU Center (France)EU South (Italy)ME Center (Qatar)JP Center (Japan)AP South (India)AP East (Singapore)AU East (Australia)Global infrastructure, zero cross-continent hops.
Inflight runs in 19 Google Cloud regions across the Americas, Europe, the Middle East, and Asia-Pacific. Your correction call always stays in the same region as your own sGTM container — never routed across an ocean. Every request carries a strict 400ms timeout; if it's ever slow, your tag fires with the original UTM values instead of waiting.
One typo upstream. Three weeks of cleanup downstream.
Every team has shipped utm_source=Facebook on Tuesday and utm_source=fb on Thursday. The attribution splits. The dashboard lies. Someone opens a spreadsheet.
- Taxonomy drift only surfaces weeks later in GA4
- Fixing means re-tagging live campaigns
- BigQuery backfills overwrite historical attribution
- Ops spends Fridays in spreadsheets, not optimising
- Rules enforced at the GTM server-side layer
- Corrections happen before the hit reaches GA4
- Full audit log — every rewrite is versioned
- Zero migration, zero backfill, zero lost history
Built around one job: keeping your GA4 taxonomy canonical.
Rule engine
Allowed sources, mediums, regex patterns, required UTMs — defined once, enforced per-hit.
AI fuzzy match
Optional. Maps 'Facebok', 'FB', 'fb_paid' → facebook with an explainable confidence score.
Same-region, fail-open
One call to our API in the same Cloud region as your sGTM container, capped at 400ms. If it's ever slow or down, the hit goes through with the original UTMs. Your tracking never breaks.
Audit trail
Every rewrite is logged with before/after, rule triggered, and actor.
Multi-property
One workspace, many GA4 properties. Scoped rules per property or shared across all.
Zero backfill
Fix goes forward from install. Your historical attribution is never overwritten.
Questions ops teams ask us first.
How does this integrate with Google Tag Manager?
We ship as a Custom Variable template for your sGTM server-side container. Download the template and import it (Templates → New → ⋮ → Import), set your API key and Cloud Region, then map corrected fields via a native Augment Event Transformation. Takes under 15 minutes. Community Template Gallery listing coming soon.
What's the latency added to each hit?
Bounded by a tight timeout (400ms by default) on a single call to our ingestion API, deployed in the same Cloud Run region as your sGTM container to keep the round trip short. If that call is ever slow or fails, it fails open — the original, uncorrected UTMs pass through rather than blocking the hit.
Does it modify my historical GA4 data?
Never. Fixes only apply to events going forward from install. Your history is preserved exactly as it was.
What about non-GA4 destinations?
Because we rewrite at the sGTM layer, every downstream tag (Meta CAPI, Ads, custom HTTP) sees the corrected UTMs too.
What's the AI option for?
Fuzzy matching — 'Facebok', 'FB', 'fb_paid' → facebook. Every correction has a confidence score and an audit trail. Opt-in per property.
Is there a free plan?
Yes. Two GA4 properties, full rule engine, up to 10k visits/month checked and corrected where needed. No credit card.
Will I know before I go over my plan's visit allowance?
Yes — we email you as soon as you reach 80% of your plan's included visits for the month, before any overage applies. No surprises on your next invoice.
Stop auditing. Start shipping.
Deploy it in your sGTM container in 15 minutes. Never clean a GA4 report again.