Clean attribution starts with consistent UTM parameters.
Fragmented UTM naming — 'google' vs 'Google' vs 'google_ads' — silently breaks your attribution reports and makes first-touch data unreliable. Prooflytics gives your team a shared taxonomy, a canonical builder, and an audit that fixes historical drift in one click.
The UTM naming problem
Every marketing team eventually discovers the same problem: the CRM shows 847 contacts from "paid social", but the ad platform shows 1,200 attributed leads from "meta". The gap is UTM drift — the same source being written differently by different team members, tools, and integrations.
The fix is not technical. It is a single canonical taxonomy, consistently used by everyone who generates campaign URLs. Prooflytics enforces this through three layers:
- Taxonomy:The canonical allowed values for each UTM slot, defined once per workspace.
- Convention:Pattern templates for campaign, content, and term parameters — so every URL follows the same naming format.
- Naming hygiene:The audit that scans historical data, finds drift, and fixes it — so past and future data are consistent.
utm_sourceutm_mediumutm_campaignEverything in the UTM governance workspace
Org taxonomy
Define the canonical values for each UTM slot once — for your entire workspace. Sources line up with our attribution map so joins to CRM contacts and Stripe charges are always clean. Default taxonomy pre-seeded for GA4-aligned mediums and the four major ad platforms.
Workspace builder
Generate UTM links using dropdown pickers that enforce your canonical taxonomy. Campaign, content, and term fill from saved pattern templates. Live preview updates as you type. Every generated URL is logged to the audit trail.
Saved templates
Save frequently-used parameter combinations as named templates — "Meta Retargeting", "Google Brand", "Newsletter Q3". Click to apply and fill in only the campaign-specific parts. Shared across the workspace so every team member uses the same format.
Variant audit
The audit scans your historical event data and identifies fragment clusters — UTM values that are identical after normalisation but written differently. See the affected event count and fix all variants in one click.
Quality KPI
The UTM quality score measures what percentage of your CRM contacts have a clean first-touch attribution. The score appears on every channel page. Click through to see which slot has the most drift and fix it.
Audit log
Every URL generated through the workspace builder is logged — who generated it, when, which template was used, and the full parameter set. Useful for debugging attribution gaps and enforcing consistency across a distributed team.
Frequently asked questions
What is UTM governance?
UTM governance is the practice of maintaining a consistent, documented set of UTM parameter values across your marketing team. Without governance, different team members and tools generate variations of the same parameter ("google", "Google", "google_ads", "Google Ads") that fragment attribution reports and make first-touch data unreliable. UTM governance defines canonical values, enforces them through a shared builder, and audits existing data for drift.
What UTM parameters does Prooflytics cover?
Prooflytics covers all five standard UTM parameters: utm_source, utm_medium, utm_campaign, utm_content, and utm_term. The taxonomy defines canonical values for source and medium, and pattern templates for campaign, content, and term. Sources line up with our attribution map so "meta" as a source correctly credits your Meta Ads first-touch data.
What does the UTM audit do?
The UTM audit scans your historical canonical_event data for parameter variants — values that normalise to the same string but are spelled differently ("cpc" vs "CPC" vs "cost-per-click"). It groups these into fragment clusters and shows you the impact: how many events are affected, how much attributed traffic is split across variants. One-click canonicalization bulk-rewrites the historical data and updates your taxonomy.
What is the UTM quality score?
The UTM quality score measures the percentage of identified contacts in your CRM that have a first-touch channel attribution. If 60% of your contacts have a known first-touch source, your quality score is 60%. The goal is 100% — every contact's acquisition channel is known. The score improves as you clean historical UTM data and ensure all new campaigns use canonical parameters.
Is there a free UTM builder without signing up?
Yes. Prooflytics offers a free public UTM builder at utm-builder that uses the same canonical taxonomy — no account required. The workspace builder (available inside Prooflytics) adds org-specific taxonomy, saved templates, audit history, and team-wide access.
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