UTM Governance Validator
Define your UTM taxonomy: allowed sources, mediums, campaign formats: then paste a list of URLs to validate every link against your rules. Catches typos, case drift, undefined values, and missing parameters in one pass.
Measurement Intelligence
One sprawling spreadsheet of UTMs can wreck a whole quarter of analytics.
At scale, UTM taxonomy breaks every analytics report. One team writes
utm_source=facebook, another writes utm_source=Facebook, a third writes utm_source=fb. GA4 treats these as three separate sources. This tool enforces one definition across your whole org, upstream of GA4.
1. Define your taxonomy
Governance rules
Set once, enforce across your team
Allowed
utm_source values (one per line)Allowed
utm_medium valuesRequired parameters
Define a strict format for utm_campaign. Example above enforces: season_name_year.
Taxonomy summary
2. Validate URLs against taxonomy
Paste URLs with UTMs (one per line)
Each line is validated against the taxonomy above
URLs Checked
0
Pass
0
Fail
0
Warnings
0
Validation results
URL-by-URL findings
| Status | URL | Issues |
|---|
Next steps
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Frequently asked questions
What is UTM governance?
A documented policy for how UTM parameters are structured, named, and used across the organisation. Prevents the mess of 50 variations of "email".
What should a UTM taxonomy define?
Allowed values for utm_source, utm_medium, utm_campaign. Naming conventions. Required vs optional parameters. Who approves new values.
How does the validator work?
Paste UTM-tagged URLs. The validator checks each against your defined taxonomy and flags violations: wrong case, undefined source, missing campaign, etc.
Should UTMs be lowercase?
Yes. GA4 is case-sensitive. "Email" and "email" are different sources. Enforce lowercase.
What is a common governance mistake?
Letting each team define their own utm_medium values. End state: 15 variants of "social" across channels.
How do I introduce UTM governance?
Document the taxonomy in a shared doc. Build a UTM Builder with pre-defined values. Validate inbound links monthly.
Does the validator check beyond UTMs?
It validates UTM parameters specifically. For redirect-chain or other URL hygiene use other tools.
Can I define my own taxonomy?
Yes. The tool accepts a custom taxonomy as JSON. Default is a sensible starter.
How often should I audit UTM compliance?
Monthly on inbound links. Set thresholds for violations and alert when crossed.
What about auto-tagged Google Ads links (gclid)?
Separate from UTMs. If auto-tagging is on, don't also add UTMs: pick one.
What happens if someone pushes a non-compliant UTM live?
The URL still works. The report gets a bogus source. Fix at the generation step (UTM builder) rather than retroactively.
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