UTMStandard enforces naming rules at the point of creation — so your attribution data is clean before it ever reaches your dashboard. No more manual policing. No more reports you can't trust.
Free plan available · No credit card required · Setup in under 5 minutes
When one person types utm_source=linkedin and another types utm_source=LinkedIn, your analytics splits them into two traffic sources. Your paid social report is wrong. Your channel mix is wrong. Every budget decision built on that data is wrong.
One typo
splits a traffic source in two — and most teams never catch it until the quarter review
No naming doc
has ever stopped someone from deviating — enforcement has to be automatic
Bad attribution
means pipeline forecasts and channel investments built on data you can't trust
Built for revenue and demand gen teams
Define your naming rules
Set allowed values for each UTM parameter. Enforce lowercase, separators, and required fields — once, for your whole team.
Build links with guardrails
Your team builds links in the builder. Rules run automatically — no spreadsheet, no policing, no email threads.
Track what actually matters
Every link shortens to your branded domain and feeds clean click data into your analytics stack.
Built for revenue and demand gen teams who are done arguing about UTM conventions.
Unlimited naming rules on every paid plan
utm.io limits you to 1 rule. TerminusApp gives you 3. Every UTMStandard paid plan includes unlimited naming rules — define as many as your team needs, no artificial caps.
Rules that enforce themselves
Option dropdowns, regex patterns, date formats, and constants. Non-compliant links are blocked at creation — before bad data reaches your analytics.
Branded short links on your domain
Every link auto-shortens to go.yourcompany.com. Trustworthy URLs with click tracking built in — no separate shortener or integration needed.
Attribution you can budget from
Country, device, browser, and referrer breakdowns with bot filtering. Know which campaigns drive pipeline — not just which ones drive clicks.
Bulk link creation in minutes
CSV upload or Grid Mode. 3 sources × 2 mediums × 1 campaign generates 6 links in one click — every naming rule enforced on all of them.
REST API from $29/mo
utm.io gates API access behind their $69 plan. UTMStandard includes it in Growth. Create, list, and manage links from your CRM, CDP, or automation stack.
We don't apologize for the price difference — we built for it.
Focused product
We do UTM governance and link management. No bloat, no features you'll never use.
Flat workspace pricing
One price for your whole team. Competitors charge per user — we don't.
Modern infrastructure
Built on serverless and Postgres. Lower infrastructure costs that we pass on to you.
Add your entire marketing team. Your price never changes.
Free
For individuals getting started
No credit card required
Growth
For teams that need clean attribution data
14-day free trial
Scale
For teams managing multiple channels
14-day free trial
Enterprise
White-glove setup for complex organizations
Custom pricing
All paid plans include a 14-day free trial. Cancel anytime. If you don't upgrade, your workspace downgrades to Free automatically — no surprise charges.
Same governance features. Significantly lower cost.
| Feature | UTMStandard | utm.io | TerminusApp |
|---|---|---|---|
| Naming rules | Unlimited (all paid) | 1 | 3 |
| Templates | Unlimited | 10 on $69 plan | 15 |
| API access | From $29/mo | $69/mo only | Add-on cost |
| Custom domains | 1 from $29/mo | $69/mo only | $79/mo |
| Workspace pricing | Flat — no per-user | Per user | Per user |
| Price (mid-tier) | $29/mo | $49–69/mo | $49–79/mo |
How is this different from a spreadsheet or naming doc?
A spreadsheet documents what you intended. UTMStandard enforces it at the point of creation — before bad data reaches your analytics. No spreadsheet can stop someone from typing "Email" instead of "email".
How does this compare to utm.io or TerminusApp?
Same governance features at 50–70% lower cost. UTMStandard Growth ($29/mo) includes 5 naming rules, unlimited templates, and API access. utm.io doesn't unlock API until $69/mo and caps templates at 10. TerminusApp charges extra for API and limits rules to 3 on mid-tier plans.
What if my team already has a UTM process?
Even better — codify your existing process as naming rules and stop relying on people following a doc. Most teams find their data gets cleaner within the first week.
Do we need to replace our existing link shortener?
No. Short links are optional. Use UTMStandard purely for UTM governance and keep your existing shortener, or use both together.
Is there a per-user fee?
No. All plans are flat workspace pricing. Add your entire marketing, demand gen, and RevOps team without paying more.
What happens when my trial ends?
Your workspace automatically downgrades to the Free plan — no surprise charges, no data loss. Upgrade whenever you're ready.
Set up your workspace in under five minutes. Free plan includes naming rules, templates, and 100 links per month.
Sign up → Define your first rule → Invite your team → Start building links.
Create my free accountNo credit card required · Free plan always available