UTM Mind Documentation
UTM Mind is an AI-powered UTM governance platform that helps marketing teams define naming conventions, generate validated links, enforce compliance rules, sync tracking templates to ad platforms, and verify attribution with GA4 — all through a conversational AI agent.
Quickstart — 3 Steps to Your First UTM Link
UTM Mind is designed around a simple three-step workflow. Follow these steps to generate your first governed UTM link in under 5 minutes.
Go to Attributes and define the allowed values for each UTM parameter. For example, define utm_source values as "google", "meta", "email", "linkedin". These become the vocabulary of your naming convention.
Go to Templates and create a channel-specific template (e.g., "Google Ads — Paid Search"). Define each UTM field as Text Input, Fixed/Macro, Dropdown, Auto UUID, or Auto Date. Templates enforce consistency across all links.
Go to Links and select your template. Fill in the required fields and click Save & Copy. Your UTM link is validated against your rules, stored in the database, and ready to use.
Using the AI Agent
The AI Agent (accessible via the Assistant menu) can perform any action in UTM Mind through natural language. It understands your existing attributes, templates, and rules, and can create, edit, or analyze data on your behalf.
Example prompts:
- ›Create a UTM strategy for a SaaS product launch across Google Ads, Meta, and Email.
- ›Generate UTM templates for Google Ads paid search campaigns with dynamic keyword insertion.
- ›Set up UTM validation rules following Google Analytics 4 best practices.
- ›Audit my UTM links and identify naming inconsistencies.
- ›Add Google Ads dynamic macro attributes like {keyword}, {matchtype}, {adgroupid}.
- ›Search for UTM best practices for e-commerce brands.
The AI agent has access to all your workspace data and can read website URLs to generate context-aware UTM strategies. It can also search the web for UTM best practices and platform-specific guidance.
Attributes
Attributes define the allowed vocabulary for each UTM parameter in your organization. They are the foundation of your naming convention and are used by templates to populate dropdown fields.
| Field | Description | Example |
|---|---|---|
| Name | The attribute name (maps to a UTM parameter) | utm_source |
| Values | Allowed values for this attribute | google, meta, email, linkedin |
| Description | Internal documentation for your team | The traffic source platform |
| Required | Whether this attribute is required in all links | Yes |
Attributes support Google Ads dynamic macros (e.g., {keyword}, {matchtype}, {adgroupid}) as fixed values in templates.
Templates
Templates define the structure of a UTM link for a specific channel or campaign type. Each template specifies which UTM parameters are required, how they are filled, and what values are allowed.
| Field Type | Description |
|---|---|
| Text Input | User fills in a free-text value when creating a link |
| Fixed / Macro | Auto-filled with a static value or platform macro (e.g., {keyword}) |
| Dropdown (enum list) | User selects from a predefined list of attribute values |
| Auto UUID (unique ID) | Automatically generates a unique ID for each link (e.g., lnk_a1b2c3) |
| Auto Date (today) | Automatically fills the current date |
| Link ID | Inserts the unique link ID into the UTM parameter |
| Auto Day / Month / Quarter / Year | Fills the current day, month, quarter, or year automatically |
Templates support Single, Bulk, and Matrix link generation modes. Matrix mode generates all combinations of multiple values across parameters.
Links
The Links page is your central repository of all generated UTM links. Every link is stored with its full parameter set, creation metadata, sync status, and creator information.
- ✓Search and filter links by campaign, source, medium, or status.
- ✓Copy any link to clipboard with one click.
- ✓Export links to Google Sheets or CSV.
- ✓See which team member created each link.
- ✓View sync status with Google Ads and Meta Ads.
- ✓Delete or archive links you no longer need.
Validation Rules
Rules enforce your naming convention by validating UTM parameters when links are created. Rules can require specific values, forbid combinations, or enforce format patterns.
Example rules:
- ›If utm_source = "google", then utm_medium must be one of: cpc, cpm, display, video
- ›If utm_source = "email", then utm_medium must be "email"
- ›utm_campaign must match pattern: [a-z0-9_-]+ (lowercase, no spaces)
- ›utm_source must not be empty
- ›If utm_medium = "cpc", then utm_term is required
Rules are automatically injected into the AI Validation report to check your historical GA4 data against your current governance standards.
AI Validation & Reports
The Reports page connects to your GA4 account and runs an AI-powered audit of your UTM data. It automatically excludes GA4 built-in traffic types (direct, organic, referral) and focuses on manually tagged UTM traffic.
Google Ads Sync
UTM Mind can automatically update the tracking URL template in your Google Ads account, replacing landing page URLs with the {lpurl} ValueTrack parameter.
- Go to Sync Hub and click Connect Google Ads.
- Authorize UTM Mind via OAuth. Supports both MCC (manager) and standalone accounts.
- Select the account and set your tracking template (e.g.,
{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={_campaign}). - Click Sync to push the template to Google Ads.
Meta Ads Sync
Connect your Meta Ads account to sync UTM parameters directly to your ad sets. UTM Mind uses the Meta Marketing API to update URL parameters at the ad set level.
- Go to Sync Hub and click Connect Meta Ads.
- Authorize UTM Mind via Meta OAuth.
- Select the ad account and configure your UTM parameter mapping.
- Click Sync to push UTM parameters to your Meta ad sets.
Google Analytics 4
Connect your GA4 property to enable UTM validation reports and attribution analysis. UTM Mind reads your session data to audit UTM compliance and surface attribution insights.
- Go to Integrations and click Connect Google Analytics 4.
- Authorize UTM Mind via Google OAuth.
- Select your GA4 property.
- Go to Reports to run an AI validation audit.
Teams & Org Manager
UTM Mind supports multi-user collaboration through shared organizations. Invite team members, share your attribute library, templates, links, and validation rules across the entire org. Every member works from the same naming convention — no more conflicting UTM values in GA4.
| Plan | Team Members | Organizations | Org Manager |
|---|---|---|---|
| Free | 1 (solo) | 1 | — |
| Starter | Up to 5 | 1 | — |
| Pro | Up to 10 | 1 | — |
| Scale / Agency | Up to 20 | Up to 10 | ✓ Admin only |
Org Manager (Scale / Agency plan)
The Org Manager is available exclusively on the Scale / Agency plan. It lets org admins create and manage up to 10 separate organizations — each with its own isolated team, UTM links, templates, attributes, and validation rules.
- → Access via Workspace → Org Manager in the sidebar
- → Create a new organization with a name and slug
- → Switch between organizations using the switcher in the top-right header (visible on desktop and mobile)
- → Each org has independent data — switching reloads all links, templates, and settings for that org
- → Only org:admin role can create or delete organizations
Team and Org Manager features require Starter plan or above. View pricing →
Plans & Limits
UTM Mind is free to start with no credit card required. Paid plans unlock higher limits, team collaboration, and advanced features.
| Feature | Free | Starter | Pro | Scale |
|---|---|---|---|---|
| Links / month | 100 | 2,000 | 20,000 | Unlimited |
| Templates | 5 | 20 | 50 | Unlimited |
| Attributes | 10 | 50 | 200 | Unlimited |
| AI messages / month | 50 | 500 | 2,000 | Unlimited |
| Team members | 1 | 5 | 10 | 30 |
| Google Ads sync | — | ✓ | ✓ | ✓ |
| Meta Ads sync | — | ✓ | ✓ | ✓ |
| GA4 validation | — | ✓ | ✓ | ✓ |
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