Our story

Hi there, I’m Tije. I’m the founder of UTM Coach. I can honestly say I’ve never met anyone more obsessed then me about UTM tagging. And I’ve met a lot of people who use, produce and analyse UTM tags on a daily basis.

I got hooked on aiming for perfect tagging while working at Blendle; a journalism subscription startup in The Netherlands. Our main revenue driver was the daily newsletter. And to prove that value, correct tagging was everything.

It was only till after I made the switch to Hollands best online marketing agency, Traffic Builders, that I found out how much people struggle with keep up with their tagging. As an Digital Analytics Consultant I had to explain and solve a lot of measurement errors for our clients. And a lot of them originated in bad tagging. Not only for email, but also for other paid (and owned) media. 

It was then, already 6 years ago that I programmed the first version of UTM coach. Back then it was called the “utm link checker in emails processor” (thank god that name didn’t stick right?!). The idea originated when i came across a lot of bad tagged emails, but also emails of which the links we’re well tagged but they got destroyed in the server redirects. And thus I decided to add a redirect path check within UTM Coach. 

Since this is only  a side-project, it took me 6 years to develop UTM Coach up till its current form. With a working subscription model, well formatted report emails and artificial, but personal, coaches. 

In short; this all started as a time-saving idea, which i used for a long time in its first form. Then, to explore the world of SaaS product development I worked on it on and off. With one main driver: my passion for UTM tagging.