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Universal Analytics sent a notification "Property XXXX is receiving hits with utm_term parameters of the same text but different letter cases" (e.g. MY term, my term, My Term) and proposed to set up a lowercase filter for Campaign Term, which I did.

lowercase filter Campaign Term

After one week, the Keyword column in Paid Keyword view keeps showing a couple of lines with mixed cases.

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Moreover, if in the All Campaigns you select Keyword as a Primary Dimension it shows many more mixed cases words that came from some non-paid campaigns

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I checked actual URLs in BigQuery. All these words that appear in the Keyword column do come as utm_term parameters.

Why did not Campaign Term lowercase filter change my data?

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    Are you only looking at data in the date range from 24hrs after the filter was applied, up to the current date? Filters are not retroactive.
    – Bronwyn V
    Aug 13 at 23:39
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    @BronwynV yes, of course! Aug 14 at 4:16
  • I had to ask :)
    – Bronwyn V
    Aug 14 at 6:17
  • @BronwynV After you asked and received a reply, any answer? :) My guess is that lowercase Campaign Term filter do not use utm_term, but uses what is encrypted in gclid parameter. Since it is related to the Paid Campaigns first. I'll investigate this issue more. Aug 15 at 19:01
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Actually, the filter is working. It took 5 days, not 24-48 hours as Google usually says, for it to be effective. In my original explanation, I made a mistake. I did check the filter one week later after I set it up, but I checked data of 2-3 days after the setup, not after 7 days.

It's more complicated. I just found an interesting fact. On Aug 12 I checked Paid Keywords of Aug 5-11. There were 2 lines with upper case. Now I checked the same time period Aug 5-11 -- all Keywords are in lowercase! It means the filter has been slowly working. and GA was showing the current progress

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    Thank you for coming back and posting the solution! Aug 16 at 18:12

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