UTM.io

What UTM.io does

UTM.io is a privately held SaaS platform, operated by McGaw, LLC, that provides UTM campaign tracking, link building, and URL shortening tools primarily for marketing teams. Founded in 2015 by Dan McGaw and headquartered in Orlando, Florida, the company centralizes the creation, management, and enforcement of UTM-tagged URLs to ensure consistent and accurate campaign data flows into downstream analytics platforms such as Google Analytics, Adobe Analytics, Amplitude, Mixpanel, Kissmetrics, and Heap. The core product surface comprises UTM Campaign Tracking, UTM Link Builder, UTM Link Shortener, UTM Conventions, UTM Templates, a Chrome Extension for in-browser link creation, and Branded QR Codes, supplemented by add-on modules including UTM Cleaner, Bulk Link Builder, Pretty Names, Workspace Rules, Custom Permissions, Dynamic Variables, and Attributes. Underlying technology consists of a web application (app.utm.io) accessed globally with Google authentication, an API with rate limits (20 req/min, 600/hr, 7,200/day) available on Professional and higher tiers, and integrations with Zapier, Bit.ly, Google Tag Manager, Google Ads, and SSO providers (Okta, LastPass).

The company monetizes through a tiered subscription model with a free Starter tier, Plus at $19/month, Professional at $69/month, Business at $159/month, and custom Enterprise plans, with annual billing offering approximately a 20% discount. All tiers include unlimited users and clicks, while higher tiers add workspaces, branded shortener domains, custom rules, API access, SSO add-ons, and invoice billing. Additional revenue streams include add-on services such as additional workspaces, dedicated shortener IPs, increased API limits, and 3rd-party SSO, plus a Professional Services line starting at $999 for tracking setup and attribution consulting. Go-to-market combines a product-led growth motion through the free tier and Chrome extension with sales-led enterprise motion including demos, custom feature development, and dedicated success management. The customer book spans individual marketers, startups, mid-market teams, and large enterprises, with named reference customers including Shopify, HubSpot, Unilever, Intuit, Formlabs, Turtle Beach, Orbitkey, Kissmetrics, and Webprofits. The company appears bootstrapped with no external institutional funding disclosed.

Name

UTM.io

Legal name

McGaw, LLC

Website

https://utm.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

UTM.io is a SaaS platform that builds, manages, and enforces consistent UTM-tagged campaign links for marketing teams. It serves SMBs through enterprise customers with tiered subscriptions, a Chrome extension, API access, and integrations with major analytics platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: Tiered subscription model with monthly and annual billing options. Annual plans offer approximately 20% discount. All plans include unlimited users and clicks with varying feature access.
2. Add-on Services: Additional workspaces, branded shortener domains, dedicated shortener IPs, increased API limits, and 3rd party SSO available as paid add-ons
3. Professional Services: Expert support services for tracking setup, attribution mastery, and campaign tracking simplification starting at $999

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

UTM.io provides a SaaS platform that helps marketing teams build, manage, and enforce consistent UTM-tagged links across an entire organization. The core product combines a web-based UTM link builder, link shortener (with branded domain support), reusable templates, conventions engine for naming standards, and a Chrome extension for in-browser link creation, alongside branded QR codes and professional services for tracking implementation.

Product overview

UTM.io is a campaign tracking and URL management platform designed for marketing teams. The core offering centers on UTM Campaign Tracking, UTM Link Builder, UTM Link Shortener, UTM Conventions, and UTM Templates—all working together to help teams build consistent UTM-tagged links and obtain clean campaign data in analytics tools. The platform extends through a Chrome Extension for on-the-fly link creation, Branded QR Codes for offline tracking, and a free UTM Builder tool for individual users. UTM.io offers tiered pricing plans (Starter free, Plus $19/mo, Professional $69/mo, Business $159/mo, Enterprise custom) with escalating features like custom rules, workspaces, API access, Zapier integration, and SSO. Professional Services provide hands-on training and setup assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• UTM Campaign Tracking Core platform feature for tracking marketing campaign performance by monitoring UTM-tagged links across all channels and attributing traffic, conversions, and revenue to specific campaigns; designed for marketing teams managing multi-channel campaigns.
• UTM Link Builder URL builder tool that adds UTM tracking parameters to URLs for campaign tracking and analytics attribution; targeted at marketing teams that need consistent tagged links.
• UTM Link Shortener Link shortening service for UTM-tagged URLs with a free shortener and branded domain options plus click tracking on shortened links; for marketing teams that need shareable, trackable short URLs.
• UTM Conventions Framework for establishing standardized UTM naming rules across teams, including templates, parameter definitions, and validation rules that enforce consistent tracking; designed for organizations that need governance over UTM creation.
• UTM Templates Pre-configured sets of UTM parameters and values that teams can reuse for recurring campaign types, ensuring consistency and speeding up link creation; for marketers who repeatedly run similar campaigns.
• UTM Chrome Extension Browser extension that enables users to create UTM-tagged links directly from any webpage without copy-pasting, integrating with the main platform; targeted at marketers who frequently need to tag links on the fly.
• UTM Branded QR Codes Dynamic QR code generator that encodes UTM-tagged URLs with custom branding, colors, and designs for offline-to-online campaign tracking; for marketers running campaigns that bridge physical and digital channels.
• Free UTM Builder Standalone free online tool for creating basic UTM-tagged URLs, supporting all five standard UTM parameters and working without an account; intended for individual users who need a quick tag builder.
• UTM Cleaner Tool that removes UTM parameters from browser URLs after page load to prevent users from sharing tagged URLs in organic contexts, maintaining accurate attribution; aimed at site owners concerned about referral source contamination.
• Professional Services Expert consulting services including UTM taxonomy setup, tracking and attribution mastery training, and analytics gap analysis, starting at $999; offered to organizations needing hands-on implementation assistance.

Quantifiable outcome

• Stop wasting hours cleaning UTM tracking reports
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature14 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ZapiercoreTechnology or IntegrationNative integration enabling automated workflows between UTM.io and thousands of other applications. Available on Professional tier and above.
• Bit.lycoreTechnology or IntegrationIntegration allowing users to shorten UTM links with Bit.ly while preserving click tracking data. Available on Plus tier and above.
• Google Analytics (GA4)coreTechnology or IntegrationUTM parameters generated by UTM.io work seamlessly with Google Analytics GA4 out of the box. Primary analytics platform integration.
• Adobe AnalyticscoreTechnology or IntegrationUTM data flows directly into Adobe Analytics for enterprise reporting needs.
• WebprofitsminorGTM or Marketing PartnerMarketing agency partner using UTM.io for client campaign management.
• Google Auth (SSO)coreTechnology or IntegrationSingle Sign-On integration allowing users to access UTM.io using Google credentials.
• OktacoreTechnology or IntegrationEnterprise SSO integration for identity management available as add-on for Business and Enterprise plans.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bitly: Bitly is the dominant link shortener and click-tracking platform for marketing teams. It directly overlaps with UTM.io's link-shortening and click-tracking functionality and shares the same buyer (marketing/communications teams), though it is broader and more consumer-oriented.
• Rebrandly: Rebrandly is a branded link management platform offering custom short domains, link analytics, and team collaboration. It competes directly with UTM.io's branded shortener, team workspaces, and link-tracking features for the same marketing-team buyer.
• Short.io: Short.io provides branded URL shortening with analytics and team management. It targets a similar marketing-operations buyer and overlaps with UTM.io on link-shortening, click tracking, and workspace-level team management.
• ClickMeter: ClickMeter provides link tracking, click analytics, and conversion attribution for marketing teams. It overlaps directly with UTM.io's link-tracking and campaign-attribution capabilities, especially for performance-marketing use cases.
• LinkTrust: LinkTrust is a link/click-tracking and affiliate-marketing platform with campaign tagging and conversion tracking. It serves a similar marketing-operations buyer and overlaps with UTM.io on tagged-link analytics and attribution.

Emerging players

• Dub.co: Dub.co is a modern link management platform with built-in analytics, branded short domains, and developer-friendly APIs. It targets the same modern marketing and developer audience as UTM.io and overlaps on link management and tracking, though it is newer and more developer-led.

Broad incumbents

• Branch.io: Branch.io is a broader attribution and deep-linking platform for mobile and web. While its scope is much larger, its attribution and link-tracking infrastructure competes with UTM.io for the same marketing-analytics budget, particularly in larger organizations.
• HubSpot Marketing Hub: HubSpot's marketing platform includes native UTM/campaign tracking within its broader marketing automation suite. Although HubSpot is also a UTM.io customer, its bundled UTM capabilities represent the primary bundled-substitute risk to standalone tools like UTM.io.
• ActiveCampaign: ActiveCampaign is a marketing automation and CRM platform that includes UTM tagging and campaign tracking features. It overlaps with UTM.io as a broader martech suite where UTM tracking is one of many bundled capabilities.
• Klaviyo: Klaviyo is an email and SMS marketing platform with built-in UTM tagging and campaign attribution. It targets marketing teams and overlaps with UTM.io on UTM-driven attribution, though it is a much broader commerce-marketing platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/utmio
• LinkedInlinkedin.com/company/utmio

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UTM.io