UTM rules

1. Force lowercase (default ON) - Summer_Sale → summer_sale
2. Space replacement (default _) - summer sale → summer_sale
3. Max length (default 100) - reject values longer than this
4. Prohibited values - fail if value contains any banned term
5. Allowed characters - fail if value contains characters outside the selected set (lowercase, numbers, dots, hyphens)

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When to use it

• Marketing team of more than one person - drift is guaranteed without rules.
• Anyone publishing UTMs to a shared analytics tool (GA, Mixpanel) where casing/typos create duplicate rows.
• Agencies enforcing client-specific naming conventions.

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How to configure

1

Open the rules page

Sidebar → UTM Rules.

2

Set the basics

3

Set the basics

4

Save and test

Try creating a link with bad values. Validation errors appear inline on the failing fields.

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Real-world example

forceLowercase: true
spaceCharacter: "_"
allowedCharactersRegex: "^[a-z0-9_-]+$"
prohibitedValues: ["test", "draft", "tbd"]

Required field rule:
{
  validationType: "not_empty",
  requiredParameters: ["campaign"],
  description: "Campaign name is required"
}

Required field rule:
{
  validationType: "allowed_values",
  requiredParameters: ["source"],
  allowedValues: ["google", "facebook", "linkedin", "newsletter"]
}

Conditional logic rule:
if ifField=source, condition=equals, ifValue=google
then set thenSet=medium, toValue=cpc

• Force lowercase: on
• Space character: hyphen
• Allowed characters: select lowercase, numbers, dots, hyphens
• Blocked values: test, draft, tbd

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Edge cases