Google Analytics 4 differs significantly from Universal Analytics. Although the Google team makes everything to keep GA4 functionality close to Universal Analytics (internal traffic filter, for instance), it still doesn’t have all the features UA had. 

One of these features is filters. For now, you can use internal and developer traffic filters, including a hostname filter workaround I offered in another article.

Like a hostname filter that GA4 doesn’t have, Google Analytics 4 filters don’t include a lowercase filter. Therefore, I dedicate this article to present a workaround solution to you. 

Contents hide
1 How to set up a lowercase filter in GA4 using GTM
2 Final Thought

How to set up a lowercase filter in GA4 using GTM

To lowercase UTM parameter values, you should use Google Tag Manager. The process is straightforward and can be applied to every UTM parameter (source, medium, campaign, term, content). 

Below I will show how to lowercase the utm_campaign parameter, but again, you can apply it to every parameter you send through GTM. So, here are the steps you should take.

Time needed: 10 minutes

  1. Open GTM and create a new variable

    1. Variable Type – URL
    2. Component Type – Query
    3. Query Key – utm_campaign
    4. Format Value – Change cases to – lowercase
    5. Save it and give it the name  “utm_campaign”GTM Variable - UTM Parameter Lowercased

  2. Open your GA4 configuration tag and make the following adjustments in “Configuration settings”:

    1. Configuration Parameter – campaign_name
    2. Value – {{utm_campaign}} (our variable we created early)ga4_lowercase_utm_campaign

  3. Publish the GTM container

    Publishing-gtm-container

After you make the above-mentioned changes, your GA4 property will receive the values of utm_campaign in lowercase. Of course, if all of your GA4 traffic goes through GTM and GTM is your primary way of GA4 implementation.

GA4 Debug View - Lowercased UTM Parameter
GA4 Debug View – Lowercased UTM Parameter

Final Thought

Although the Google team makes everything to transit the most popular UA features to GA4, GA4 still doesn’t have all the necessary filters we had in UA. Therefore, this article presents you with a workaround solution you can use. If you find it helpful, please help me to grow my blog by leaving a comment below.

Does GA4 have a lowercase filter?

GA4 doesn’t have a lowercase filter yet, BUT you can use Google Tag Manager to lowercase UTM parameter values. 

Written By

Ihar Vakulski

With over 8 years of experience working with SaaS, iGaming, and eCommerce companies, Ihar shares expert insights on building and scaling businesses for sustainable growth and success.

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