utm-builder

UTM Builder

Workspace Context

Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.

Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.

Generate consistent, well-organized UTM tracking links for marketing campaigns.

UTM Parameters

Parameter	Required	Purpose	Example
utm_source	Yes	Traffic source	google, linkedin, newsletter
utm_medium	Yes	Marketing medium	cpc, email, social, organic
utm_campaign	Yes	Campaign name	spring-sale-2025
utm_term	No	Paid search keywords	project+management
utm_content	No	Differentiate variants	cta-button, hero-image

Naming Conventions

Recommended Format

utm_source:    {platform}
utm_medium:    {channel-type}
utm_campaign:  {yyyy-mm}-{campaign-name}
utm_term:      {keyword} (paid search only)
utm_content:   {ad-variant}-{placement}

Source Values (lowercase, no spaces)

Paid:
  - google
  - linkedin
  - meta (facebook + instagram)
  - tiktok
  - twitter
  - bing

Organic Social:
  - linkedin-organic
  - twitter-organic
  - facebook-organic

Email:
  - mailchimp
  - hubspot
  - sendgrid
  - newsletter

Referral:
  - partner-{name}
  - affiliate-{name}
  - referral

Medium Values

Paid:
  - cpc (cost per click)
  - cpm (cost per impression)
  - display
  - video
  - retargeting

Organic:
  - organic
  - social
  - referral

Direct:
  - email
  - sms
  - push

Content:
  - blog
  - pr
  - podcast
  - webinar

Campaign Naming

Format: {date}-{name}-{segment}

Examples:
  - 2025-03-spring-promo
  - 2025-q1-product-launch
  - 2025-04-webinar-ai-trends
  - 2025-03-ebook-marketing-guide
  - evergreen-demo-request

How to Use

Single URL

Create a UTM link for:
URL: https://example.com/pricing
Campaign: Spring promotion on LinkedIn

Output:

https://example.com/pricing?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-03-spring-promo

Bulk Generation

Create UTM links for a multi-channel campaign:
URL: https://example.com/demo
Campaign: Q2 Product Launch

Channels:
- Google Search Ads
- LinkedIn Sponsored Content
- Email newsletter
- Twitter organic post

Output:

═══════════════════════════════════════════════════════════════
CAMPAIGN: Q2 Product Launch
BASE URL: https://example.com/demo
DATE: 2025-Q2
═══════════════════════════════════════════════════════════════

GOOGLE SEARCH ADS:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_term={keyword}

Use {keyword} placeholder for dynamic keyword insertion.

LINKEDIN SPONSORED:
──────────────────────────────────────────────────────────────
Variant A (Image):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=image-a

Variant B (Video):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=video-b

EMAIL NEWSLETTER:
──────────────────────────────────────────────────────────────
Header CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=header-cta

Footer CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=footer-cta

TWITTER ORGANIC:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=twitter-organic&utm_medium=social&utm_campaign=2025-q2-product-launch

═══════════════════════════════════════════════════════════════
TRACKING SPREADSHEET
═══════════════════════════════════════════════════════════════
| Channel | Source | Medium | Campaign | Content | Full URL |
|---------|--------|--------|----------|---------|----------|
| Google | google | cpc | 2025-q2-product-launch | - | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | image-a | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | video-b | [url] |
| Email | newsletter | email | 2025-q2-product-launch | header-cta | [url] |
| Email | newsletter | email | 2025-q2-product-launch | footer-cta | [url] |
| Twitter | twitter-organic | social | 2025-q2-product-launch | - | [url] |

A/B Test Links

Create UTM links for A/B testing two landing pages:
URL A: https://example.com/landing-v1
URL B: https://example.com/landing-v2
Campaign: Homepage redesign test
Channel: Google Ads

Output:

VARIANT A (Control):
https://example.com/landing-v1?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=control-v1

VARIANT B (Treatment):
https://example.com/landing-v2?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=treatment-v2

TRACKING NOTE:
Compare conversion rates in Google Analytics:
Acquisition → Traffic Acquisition → Filter by utm_content

Platform-Specific Tips

Google Ads

Use ValueTrack parameters for dynamic insertion:
- {keyword} - Search keyword
- {matchtype} - Match type (e, p, b)
- {device} - Device (m, t, c)
- {adposition} - Ad position

Example:
?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term={keyword}&utm_content={adposition}

LinkedIn Ads

Use LinkedIn macros:
- {{CAMPAIGN_NAME}}
- {{CREATIVE_NAME}}
- {{CAMPAIGN_GROUP_NAME}}

Note: LinkedIn auto-appends some tracking; combine carefully.

Meta (Facebook/Instagram)

Use URL parameters in ad setup:
- {{ad.name}}
- {{adset.name}}
- {{campaign.name}}

Example:
?utm_source=meta&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

HubSpot Integration

HubSpot auto-recognizes UTM parameters.
Ensure consistency with HubSpot campaign naming.

Best practice:
- Create HubSpot campaign first
- Use exact campaign name in utm_campaign
- Tag all assets (emails, pages, ads) with same campaign

Short URL Integration

For social media, use URL shorteners that preserve UTM:

• Bitly - Tracks clicks, preserves UTMs
• Rebrandly - Custom branded domains
• Short.io - Team features

Example workflow:

1. Generate full UTM URL
2. Shorten with Bitly
3. Use short URL in social posts
4. UTMs still tracked in Google Analytics

Common Mistakes to Avoid

Mistake	Problem	Solution
Inconsistent capitalization	Creates duplicate campaigns in GA	Always use lowercase
Spaces in parameters	Breaks URL	Use hyphens or underscores
Missing utm_medium	Poor channel attribution	Always include medium
Generic campaign names	Hard to analyze	Use date + descriptive name
Not documenting	Lost tracking context	Maintain spreadsheet
Duplicate utm_source	Confusion in reporting	Standardize naming

UTM Audit

Checklist

• All lowercase (no mixed case)
• No spaces (use hyphens)
• Consistent naming across team
• Campaign includes date prefix
• Medium matches channel type
• Content differentiates variants
• Documented in tracking spreadsheet

Analytics Verification

After launching, verify in GA4:

1. Go to Reports → Acquisition → Traffic acquisition
2. Add secondary dimension: Session source/medium
3. Filter by campaign name
4. Confirm data is populating correctly

Template Library

Email Campaigns

Newsletter:
?utm_source=newsletter&utm_medium=email&utm_campaign={date}-{topic}&utm_content={position}

Drip Sequence:
?utm_source=hubspot&utm_medium=email&utm_campaign={sequence-name}&utm_content=email-{number}

Transactional:
?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation

Social Media

Organic Post:
?utm_source={platform}-organic&utm_medium=social&utm_campaign={date}-{topic}

Paid Social:
?utm_source={platform}&utm_medium=cpc&utm_campaign={date}-{campaign}&utm_content={creative-name}

Content Marketing

Blog Post:
?utm_source=blog&utm_medium=organic&utm_campaign={post-slug}

Guest Post:
?utm_source={publication}&utm_medium=referral&utm_campaign=guest-post-{date}

Podcast:
?utm_source={podcast-name}&utm_medium=podcast&utm_campaign={episode}

Partnerships

Co-Marketing:
?utm_source=partner-{name}&utm_medium=referral&utm_campaign={joint-campaign}

Affiliate:
?utm_source=affiliate-{name}&utm_medium=referral&utm_campaign=affiliate-program

Integration

Works well with:

• data-and-funnel-analytics - Analyze UTM performance
• ad-campaign-management - Track paid campaign ROI
• social-media-management - Measure social campaign results
• marketing-automation - Add tracking to email campaigns