utm.io caps naming rules and templates on lower tiers. UTMStandard gives you unlimited on every paid plan — plus API access from $29/mo instead of $69.
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utm.io pioneered UTM governance — but their pricing hasn't kept up with what modern marketing teams actually need.
1 naming rule isn't enough
utm.io's lower tiers limit you to a single naming rule. Most teams need rules for source, medium, campaign, and more — UTMStandard gives you unlimited on every paid plan.
Template caps slow your team down
utm.io gives you 5 templates on Plus and 10 on Pro. If you run more campaign types than that, you're back to starting from scratch. UTMStandard includes unlimited templates.
API shouldn't cost $69/mo
Your CRM and automation stack need API access. utm.io gates it behind their Professional plan. UTMStandard includes it in Growth at $29/mo.
| Feature | utm.io | UTMStandard |
|---|---|---|
| Naming rules | 1 rule on lower tiers | Unlimited on all paid plans |
| Templates | 5 (Plus), 10 (Pro), 30 (Business) | Unlimited on all paid plans |
| API access | $69/mo (Professional) | $29/mo (Growth) |
| Branded short links | All plans | All paid plans |
| Click analytics | Basic | Country, device, browser, referrer + bot filtering |
| Bulk link creation | CSV only | CSV + Grid Mode |
| Starting price | $19/mo (Plus, limited rules & templates) | $29/mo (Growth, unlimited rules & templates) |
Unlimited templates
Build a template for every campaign type — paid social, email, events, ABM. utm.io caps you at 5–30 depending on plan. UTMStandard includes unlimited on every paid plan.
Unlimited naming rules
Define as many rules as your team needs. Option dropdowns, regex, date formats, and constants — all enforced at link creation.
REST API from $29/mo
Create, list, and manage links from your CRM, CDP, or automation stack. utm.io gates API behind their $69/mo plan.
Bulk link creation
CSV upload or Grid Mode — 3 sources x 2 mediums x 1 campaign generates 6 links in one click.
Branded short links
Every link auto-shortens to your custom domain. Click tracking with country, device, and referrer breakdowns built in.
Bot-filtered analytics
Country, device, browser, and referrer breakdowns. Know which campaigns drive pipeline — not just clicks.
Why switch from utm.io to UTMStandard?
UTMStandard gives you unlimited naming rules and unlimited templates on every paid plan — utm.io caps both. API access is $29/mo vs utm.io's $69/mo. Same core governance, fewer artificial limits.
Can I migrate my existing utm.io data?
Yes. Export your links from utm.io as CSV and import them directly into UTMStandard. Your naming conventions can be recreated as naming rules in minutes.
Does UTMStandard support branded short links?
Yes. Every paid plan includes branded short links on your custom domain with full click analytics — country, device, browser, and referrer breakdowns.
Is there a free plan?
Yes. UTMStandard Free includes 1 naming rule, 1 template, and 100 links per month. No credit card required.
How does pricing compare?
utm.io Plus starts at $19/mo but limits you to 1 naming rule and 5 templates. UTMStandard Growth is $29/mo with unlimited naming rules, unlimited templates, and API access included. utm.io doesn't unlock API until $69/mo.
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