Naming rules
How naming rules work
Naming rules are the core of UTMStandard. They enforce consistency at the moment a link is created — before any data reaches your analytics platform.
Rule types
Allowed values
Define a list of approved values for a parameter. When set, the parameter becomes a dropdown in the builder — free-text entry is disabled. Only values on your list can be used.
Example: utm_source allowed values: linkedin, google, email, twitter, facebook
Lowercase enforcement
All input for this parameter is automatically converted to lowercase before saving. Works with both free-text and allowed values. Prevents "LinkedIn" vs "linkedin" splits in your analytics.
Example: User types "LinkedIn" → saved as "linkedin"
Required
The parameter must be filled in before a link can be saved. If left empty, the Save link button is disabled and the field is highlighted.
Example: utm_source and utm_medium are required on all links
Blocked
The parameter is hidden entirely from the builder. Use this for parameters your team never uses — it keeps the interface clean and prevents accidental use.
Example: Hide utm_term if you only run social and email campaigns
Rule precedence
When multiple rules are set for a parameter, they interact as follows:
- Blocked overrides everything — a blocked parameter is hidden regardless of other settings
- Lowercase applies on top of allowed values — your allowed values list should use lowercase; the enforcement is a safety net
- Required + allowed values — the user must select one of the approved values; the field can't be left blank
Separator and global settings
In addition to per-parameter rules, you can set workspace-wide conventions:
Separator character
Choose between hyphen (-), underscore (_), or plus (+) for multi-word values. Enforced globally across all parameters.
Global lowercase
Enable lowercase enforcement on all parameters at once, without configuring each one individually.
Prohibited characters
Define characters that are never allowed in UTM values (e.g. spaces, special characters). The builder will reject input containing them.
When rules take effect
Rules apply to all new links created after the rule is saved. Existing links are not retroactively changed — only future link creation is governed. This means you can tighten rules over time without breaking historical data.