Centralized governance for marketing campaign tracking
Define UTM policies once. Enforce standards everywhere. Validate links before they go live. Generate blessed URLs with full audit trail. Stop messy analytics data at the source.
Everything you need to enforce UTM standards and maintain clean analytics
Define allowed values, required params, naming formats in one place. Version control for all policy changes.
Different standards for paid social, email, affiliates, organic. Override global rules per channel.
Validate every link before it goes live. Web validator + API for automated workflows.
See validation rates, top issues, policy violators. Track governance health over time.
Approved URLs with audit trail. Share with agencies, contractors, or clients. Proof of compliance.
Automated reports on new invalid values, policy drift, top violators. Catch issues early.
No more spreadsheets, wiki pages, or Slack threads. UTM standards live in one governed platform. Everyone uses the same rules.
Inconsistent UTMs split campaign data across reports. Enforce standards before links go live. Clean data from day one.
New hires, agencies, contractors all follow the same rules. Self-service validation. No manual training needed.
Full policy version history. Every blessed link tied to policy version. Complete audit trail for compliance.
See how UTMPolicy solves common marketing operations challenges
Enterprise Marketing Team
Enforce UTM standards across 50+ marketers, 10 agencies, 5 regions. One policy, zero exceptions.
Marketing Agency
Manage client-specific UTM policies. Generate blessed links with client approval proof. Reduce QA time.
SaaS Growth Team
Validate all product, growth, and partner marketing links. Prevent attribution breakage in analytics.
E-commerce Brand
Enforce UTM standards for PPC, affiliates, email, influencers. Clean attribution for ROAS analysis.
Post-Merger Integration
Consolidate UTM conventions from 3 acquired companies. Migrate to unified standards over 90 days.
Analytics Team Cleanup
Audit 10,000 historical URLs. Generate report of non-compliant links. Create policy to prevent future drift.
Common questions about UTM Tracking Governance Platform
UTM tracking governance is the practice of defining, enforcing, and monitoring standards for marketing campaign parameters (utm_source, utm_medium, utm_campaign, etc.). Instead of hoping teams follow guidelines, governance platforms like UTMPolicy validate every link against defined rules before they go live.
Without governance, every marketer uses different conventions: "Facebook" vs "facebook" vs "fb", "PPC" vs "cpc" vs "paid_search". This fragments analytics data, breaks attribution models, and wastes hours in manual cleanup. Governance enforces consistency at the source.
Define your policy in UTMPolicy (allowed values, required params, formats). Teams use the web validator or API to check links. Invalid links get rejected with specific errors. Blessed links provide shareable proof of compliance.
Yes. Global rules apply everywhere, but you can override per channel. Example: paid social requires utm_content, email campaigns don't. Paid search uses stricter campaign name formats than organic social.
Every policy change creates a new version. All validation events and blessed links reference the version used. You can see exactly which links were validated under which rules. Complete audit trail.
Existing links aren't retroactively invalidated. Policy changes only apply to new validations. You can audit historical links and optionally create migration plans or exceptions.
Yes. Small teams benefit most. Prevent bad habits before they scale. Start with simple policies, add complexity as needed. No minimum team size. Free tier available.
UTMPolicy validates links before they reach analytics. Think of it as upstream governance. Clean data goes into Google Analytics, Adobe, Mixpanel, etc. No retroactive cleanup needed.
Join marketing teams using UTMPolicy to maintain clean, consistent tracking data.
Coming Q1 2026 • Early Access Available