UTM Parameter Library and Link Builder for Marketing Operations Teams
Why This is an Opportunity
Dirty UTM parameters are one of the most common and preventable problems in marketing analytics. The root cause is that link building is decentralized — anyone on the team can type anything into a UTM generator. The fix is a controlled vocabulary approach: admins set up approved UTM values, team members select from constrained dropdowns to generate links, and the app maintains a log of every link created (who, when, for what campaign). This is essentially a form with dropdown fields populated from an admin-managed lookup table, plus a link history log. Extremely simple CRUD. Could also include a bulk link generator for teams launching campaigns across many channels simultaneously.
Key Pain Points
- •Google Analytics shows 15 variations of 'facebook' as a source because team members each type it differently
- •No way to enforce UTM naming conventions without manually reviewing every link before it goes live
- •New marketing hires have no reference for the team's UTM taxonomy and invent their own parameter values
- •Retroactively cleaning UTM data in analytics is painful and often impossible for historical campaigns
- •Bulk campaign launches requiring 20+ unique tracking links means 20 chances for typos in manual UTM builders
Original Discovery
Every marketing team has a UTM naming convention. Almost none of them enforce it consistently. Campaign managers create tracking links with inconsistent capitalization, misspelled source names, or entirely made-up medium values — then analytics becomes a mess of 'facebook' vs 'Facebook' vs 'fb' vs 'social_facebook' all representing the same thing. A team-wide UTM library where admins define approved values for source, medium, and campaign name patterns, and team members build links by selecting from dropdowns rather than free-typing, would fix attribution data at the source.
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