The Path to Data Clarity
How consistent UTM governance transforms chaotic campaign data into clear, actionable insights.
Step 1: Uncontrolled Data Inputs
Campaign data from various sources without standardization.
Mismatched Case
utm_source=google
utm_source=Google
Typos & Variations
utm_medium=emial
utm_medium=e-mail
No Convention
utm_campaign=summer_sale
utm_campaign=sale-summer24
Missing Parameters
utm_source=facebook
(no medium/campaign)
Step 2: UTM Governance
Apply consistent rules and validation with Terminus.app
Standardized Naming Conventions
Mandatory Parameter Requirements
Centralized Link Builder & Database
Step 3: Clarity in Analytics
Clean, reliable data leads to trustworthy reports and insights.
Traffic by Source / Medium
google / cpc
facebook / social
newsletter / email
Conversion Rate by Campaign
webinar-q3
8.2%
summer-sale
5.5%
blog-promo
2.1%
Data Accuracy
95%
Trustworthy Insights