Naming rules and approved values

In Rules, set how every value is written and which parameters are required, then give each parameter an approved list that you can lock so only those values are allowed; teammates request new values and the owner approves them once for everyone.

Set up your convention

1. Set the naming rules
   Open the Rules tab. Under Naming rules, choose Lowercase every value, Replace spaces and special characters, and remove accents, the Word separator (hyphen, underscore or dot) and the Required parameters. Press Save rules.
2. Add approved values
   Under Approved values, type a value for a parameter in Add a value and press Add. Values are cleaned with your rules as they are saved. Press × to remove one.
3. Lock a parameter
   Tick Only allow these values on a parameter to accept only its approved values. Add at least one value first.
4. Request a new value
   When someone uses a value that is not approved, the Build page shows Request approval. They add an optional reason in Why do you need it? and press Send request.
5. Approve or decline
   The owner sees requests under Value requests on the Rules tab and in Needs attention on Overview, and presses Approve or Decline. An approved value is available to everyone at once.
6. Add custom parameters (Pro)
   Under Custom parameters, add names such as region, campaign_id or Adobe's cid, and press Add. They appear in the builder, bulk builder and audit.

Good to know

• New workspaces start with lowercase values, hyphens between words, cleaning on, and Source, Medium and Campaign required.
• Cleaning turns "Spring Sale 2026 / Québec" into spring-sale-2026-quebec; "&" becomes "and".
• Parameter names must be lowercase: utm_Source is flagged.
• Rules apply everywhere: the builder, bulk builder, spreadsheet check, API, Chrome extension and ad account audit, on every plan.
• Changing a rule does not rewrite old links. Overview lists recent links that don't follow today's rules so you can edit them.
• Owners and editors change rules and values. Only the owner approves requests.

Related articles

• Build a tracked linkPaste a destination, fill in source, medium and campaign, check the result follows your rules, and create the link.
• Templates, the bulk builder and spreadsheet checksSave reusable templates, build up to 1,000 links from a CSV on Pro, and check the spreadsheet your team uses today.
• Attribution check for GA4 and your CRMUpload a GA4 export or pull from your CRM to see every spelling of each source, medium and campaign, with a fix list.
• Audit the links running in your ad accountsAn hourly read-only script checks every live Google Ads and Microsoft Ads URL against your naming rules.