| name | utm-builder |
| description | Generate UTM-tagged URLs for campaign tracking. Create consistent, organized tracking links for Google Analytics, HubSpot, and other analytics platforms. Supports bulk generation, naming conventions, and campaign documentation. Use when creating tracking links, campaign URLs, or organizing marketing attribution. |
UTM Builder
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:
- Generate full UTM URL
- Shorten with Bitly
- Use short URL in social posts
- 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
Analytics Verification
After launching, verify in GA4:
- Go to Reports → Acquisition → Traffic acquisition
- Add secondary dimension: Session source/medium
- Filter by campaign name
- 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:
- analytics-interpretation - Analyze UTM performance
- marketing-demand-acquisition - Track paid campaign ROI
- social-media-analyzer - Measure social campaign results
- email-template-generator - Add tracking to email campaigns
