UTM governance for teams that outgrew their spreadsheet
Your governance model sits at the center. Each team draws from it, scoped to its own region, channels, and mediums. One dataset. Reports you can stand behind.
The spreadsheet went off the rails.
The free UTM builders never had rails.
Teams grow. Standards erode. Analytics suffer.
Naming conventions drift
Teams grow, standards erode. Nobody remembers the rules from six months ago.
Nobody knows which values are valid
Dropdowns in spreadsheets can't enforce conditional logic or context-dependent rules.
Reports become untrustworthy
Inconsistent UTMs mean bad analytics, wasted ad spend, and decisions based on noise.
New team members guess
Without enforced structure, onboarding means hoping people read the wiki.
Define it once. Enforce it everywhere.
Three steps from chaos to governed campaign data.
Build your governance model
Fields, taxonomies, picklists, validation rules. Structure your campaign data the way your organization actually works.
Your team builds. Wrong values aren't an option.
Build URLs via form or grid. No guessing, no typos. Every value validated, every record governed.
Every report sliced by the dimensions you defined
Not just location, referrer, and browser. Every click is broken down by your actual business dimensions, the fields you defined: source, medium, campaign, product, goal.
Every team sees only what it can build.
Each workspace inherits your model, then you scope it down by region, source, medium, and channel. Your US team can't tag Europe; your paid agency can't touch social.
| Workspace | Region | Sources | Mediums | Channels |
|---|---|---|---|---|
US Marketing In-house | US | all | cpc · cpm · email | Paid · Email |
Northstar Paid agency | US | google · meta | cpc · cpm | Paid only |
EMEA Events Field team | Europe | all | event · email | Events |
Build a link against a real governance model.
Pick a template, then build a real governed link in the actual Terminus builder. Nothing is saved.
Any tool can build a UTM.
Terminus makes sure nobody builds a wrong one.
Your naming convention, enforced as structure
Not just text rules: actual field types, conditional dropdowns, computed values, and validation. The system prevents bad data, not just warns about it.
One model. Many contexts.
Paid search, email, and social share fields but need different rules. Taxonomies let you define those contexts: shared fields stay shared, context-specific fields only appear where they belong.
Hierarchical, conditional, automated
What you see depends on what you've already selected. Hierarchical values, context-aware filtering.
Built for speed and efficiency
Build one at a time in form mode, or switch to grid mode and create dozens of governed URLs in bulk. Both fully validated.
Portable governance
Export any model as JSON, or share it so another team or client can copy it into their own account. No rebuilding from scratch.
Not everything fits in a dropdown
Rules and picklists catch most mistakes. But some decisions need human judgement. Approval workflows add that layer. Records only go live when someone signs off.
Batch submissions
Submit multiple records at once for review. Create or update in bulk, then send for approval.
Immutable once approved
Approved records are locked. Full audit trail from draft to sign-off. No silent edits after the fact.
Short URLs that know what they're tracking
Most shorteners stop at location, referrer, and device. Terminus breaks every click down by the dimensions that matter to you.
Grouped by Business unit. A field on your governance model, not a UTM parameter.
QR codes that look like your brand
Not generic black squares. Shape the dots and eyes, recolor them, add a gradient, drop in your logo, and export print-ready.
Classic
With your logo
Gradient
Classy6 dot shapes, 7 eye styles
Square, rounded, classy, dots, extra-rounded. Style the body dots and the corner eyes independently.
Any color, gradients too
Pick any hex color, or a two-stop linear or radial gradient, for the dots and the background.
Drop in your logo
Center a PNG, JPEG, or SVG logo, auto-sized, with the dots cleared behind it so it still scans.
"Scan me" frames
Wrap the code in a call-to-action banner with your own text and colors, above or below.
Captions
Add a label beneath the code that scales automatically with its size.
Print-ready exports
Transparent backgrounds and crisp output for packaging, signage, and print.
From solo marketers to enterprise teams
Marketing Teams
Enforce UTM standards across campaigns and channels. Every team member uses the same values, every time.
Agencies
Build governance models for clients, share via link, hand off cleanly. One workspace per client, one model across all.
Enterprise
Multi-workspace, role-based access, SOC 2 compliance, audit trails. Governance at scale.
Don't start from scratch
Production-ready governance models built by people who've governed campaigns for thousands of teams.
B2B Demand-Gen Standard
Positional names with dependency rules: medium filters source, funnel stage built in.
View template EcommerceEcommerce Performance
Positional campaign names for retail: objective, category, season, year, and region.
View template AgencyAgency Multi-Client
Client is a required, locked top-level dimension so every report rolls up cleanly per brand.
View template UniversalSimple UTM Starter
Flat, human-readable UTMs with a couple of approved dropdowns. Consistency without overhead.
View template EnterpriseEnterprise Multi-BU
Self-labeling key-value notation that stays readable across regions, products, and segments.
View template Browse all templates →Start with a template. Be governed in minutes.
Pick a production-ready governance model, customize it for your team, and start building governed UTMs today. No credit card required.