UTM Hygiene
Builds, parses, lints, and normalizes UTM campaign URLs according to custom team rules, without external APIs. Digital marketers use it to standardize tracking links across campaigns, while data analysts clean inconsistent parameters for reliable analytics. Developers integrate it into CI/CD pipelines or scripts for automated URL validation.
Overview
UTM Hygiene is an MCP server that handles the full lifecycle of UTM parameters in campaign URLs: building new ones, parsing existing URLs, linting for rule compliance, and normalizing formats. It operates entirely offline using predefined team rules, ensuring consistency in tracking without dependencies on third-party services.
Key Capabilities
- Build: Constructs UTM URLs from source, medium, campaign, term, and content parameters, applying team-specific defaults and validations.
- Parse: Extracts UTM parameters from any URL, identifying and categorizing them accurately regardless of order or casing.
- Lint: Checks URLs against custom team rules, flagging issues like invalid values, missing required params, or non-standard naming.
- Normalize: Standardizes UTM parameters to a consistent format, such as lowercase keys, encoded values, and trimmed extras.
Use Cases
- A marketing team uses build and lint to generate compliant campaign links before distribution, preventing tracking errors in Google Analytics.
- An analyst runs parse and normalize on historical ad data exports to unify UTM variations for accurate attribution reporting.
- Developers script lint in a pre-commit hook to validate UTM links in email templates or landing pages during code review.
- Growth teams apply normalize to scraped competitor URLs, creating clean datasets for benchmarking campaign performance.
Who This Is For
Digital marketers managing multi-channel campaigns, analytics engineers processing tracking data, and developers building marketing automation tools. It suits teams needing enforceable UTM standards without API rate limits or vendor lock-in.