Implement the standard

Point an agent or tool at two JSON documents. Everything it needs to generate a conforming UTM is in them.

Step 1

Endpoints

https://www.schemafirst.org/standards/utm/standard.jsonLatest standard in this major version
https://www.schemafirst.org/standards/utm/0.1Pinned to version 0.1 — use in production
https://www.schemafirst.org/standards/utm/sources/index.jsonRegistry index
https://www.schemafirst.org/standards/utm/sources/{source}.jsonIndividual source record

All endpoints are public, CORS-enabled, and served as JSON.

Step 2

Agent instruction

Add this to a system prompt or tool description. The agent fetches the standard and follows it.

instruction.txt

Generate UTM parameters using the SchemaFirst UTM Standard 0.1.0.

Standard: https://www.schemafirst.org/standards/utm/standard.json
Source Registry: https://www.schemafirst.org/standards/utm/sources/index.json

Rules:
- Require campaign, source, and distribution_context. If any is missing, return
  {"status": "requires_context", "missing": [...]} and do not guess.
- Resolve source against the registry's canonical_source and aliases.
- utm_source and utm_medium come only from the resolved source record.
- utm_campaign = campaign.slug if present, otherwise slugify campaign.name.
- Do not add source, medium, platform, creative, audience, or dates to utm_campaign.
- Set other utm_* parameters only from supplied inputs.

Step 3

Conformance cases

A conforming implementation produces exactly these outputs. They are computed from the published standard.

Organic social

Input

{
  "campaign": {
    "name": "Spring Product Launch"
  },
  "source": "linkedin",
  "distribution_context": "organic",
  "destination_url": "https://example.com/product"
}

Expected output

{
  "status": "ok",
  "standard_version": "0.1.0",
  "parameters": {
    "utm_source": "linkedin",
    "utm_medium": "social",
    "utm_campaign": "spring_product_launch"
  },
  "url": "https://example.com/product?utm_source=linkedin&utm_medium=social&utm_campaign=spring_product_launch"
}

Alias resolves to canonical source

Input

{
  "campaign": {
    "slug": "spring_product_launch"
  },
  "source": "fb",
  "distribution_context": "paid"
}

Expected output

{
  "status": "ok",
  "standard_version": "0.1.0",
  "parameters": {
    "utm_source": "facebook",
    "utm_medium": "paid_social",
    "utm_campaign": "spring_product_launch"
  }
}

Existing UTMs are replaced, other params kept

Input

{
  "campaign": {
    "name": "Spring Product Launch"
  },
  "source": "email",
  "distribution_context": "owned",
  "destination_url": "https://example.com/product?ref=nav&utm_source=old#pricing"
}

Expected output

{
  "status": "ok",
  "standard_version": "0.1.0",
  "parameters": {
    "utm_source": "email",
    "utm_medium": "email",
    "utm_campaign": "spring_product_launch"
  },
  "url": "https://example.com/product?ref=nav&utm_source=email&utm_medium=email&utm_campaign=spring_product_launch#pricing"
}

Missing context

Input

{
  "campaign": {
    "name": "Spring Product Launch"
  },
  "source": "linkedin"
}

Expected output

{
  "status": "requires_context",
  "missing": [
    "distribution_context"
  ]
}

Unsupported context

Input

{
  "campaign": {
    "name": "Spring Product Launch"
  },
  "source": "sms",
  "distribution_context": "paid"
}

Expected output

{
  "status": "unsupported_context",
  "source": "sms",
  "supported": [
    "owned"
  ]
}