Define the fields
Set stable lowercase vocabularies for source and medium, then choose a readable campaign naming pattern.
MARKETING URLS · UTM STANDARD
A UTM source / medium / campaign standard stops reporting drift
LinkedIn, linkedin, and paid-social should not become three rows in the same report. Define the pattern, normalize the backlog, and keep campaign URLs legible.
The problem
Campaign reporting breaks when utm_source, utm_medium, and utm_campaign are treated as free text. Uppercase values, spaces, mixed separators, and channel synonyms create duplicate dimensions that no dashboard can reliably reconcile.
A UTM standard needs an enforcement-ready list, not another slide. You need to normalize existing URLs, spot near-duplicate source·medium·campaign combinations, strip tracking junk, and export a clean set without uploading the URL graveyard.
How Utmend helps
Utmend is a browser-local campaign URL cleaner for putting a UTM standard into practice. Paste or drop a URL list, normalize source·medium·campaign values, preview ordered rewrites, strip known click-ID junk, and export cleaned URLs plus a summary table.
Normalize the backlog
Decode values, collapse whitespace and separators, and flag near-duplicate campaign combinations.
Rewrite + export
Preview changes, remove tracking noise, and download a governed URL list for the next launch.
Private by default. Cleanup runs client-side — your URLs stay in the browser. Anonymous pageviews only (no file/URL payloads).