UTM Builder Skill

Generate properly formatted UTM-tagged URLs for campaign tracking across all marketing channels.

Capabilities

1. Single URL Generation - Create one UTM-tagged URL with all parameters
2. Bulk URL Generation - Generate multiple URLs for multi-channel campaigns
3. UTM Validation - Check existing URLs for proper UTM formatting
4. Convention Templates - Apply consistent naming conventions across campaigns

Quick Usage

Generate Single UTM URL

When a user asks to create a tracking URL:

def build_utm_url(
    base_url: str,
    source: str,      # google, facebook, linkedin, newsletter
    medium: str,      # cpc, paid_social, email, organic
    campaign: str,    # campaign name/promo code
    content: str = None,  # ad variation identifier
    term: str = None      # paid search keywords
) -> str:
    from urllib.parse import urlencode, urlparse, urlunparse, parse_qs
    
    parsed = urlparse(base_url if base_url.startswith('http') else f'https://{base_url}')
    params = parse_qs(parsed.query)
    
    params['utm_source'] = [source]
    params['utm_medium'] = [medium]
    params['utm_campaign'] = [campaign]
    if content:
        params['utm_content'] = [content]
    if term:
        params['utm_term'] = [term]
    
    query = urlencode({k: v[0] for k, v in params.items()})
    return urlunparse(parsed._replace(query=query))

Example Response

When user asks: "Create a UTM link for our Google Ads campaign to yoursite.com/signup"

Here's your UTM-tagged URL:

https://yoursite.com/signup?utm_source=google&utm_medium=cpc&utm_campaign=product_launch_q1

**Parameters:**
- Source: google (where traffic comes from)
- Medium: cpc (paid search)
- Campaign: product_launch_q1 (campaign identifier)

You can add optional parameters:
- `utm_content`: To differentiate ad variations (e.g., "headline_a")
- `utm_term`: For paid search keywords (e.g., "ppc+management")

Bulk Generation

For multi-channel campaigns, generate all URLs at once:

CHANNELS = [
    {"source": "google", "medium": "cpc", "content": "search"},
    {"source": "google", "medium": "display", "content": "banner"},
    {"source": "facebook", "medium": "paid_social", "content": "feed"},
    {"source": "linkedin", "medium": "paid_social", "content": "sponsored"},
    {"source": "email", "medium": "email", "content": "newsletter"},
]

def generate_campaign_urls(base_url: str, campaign: str) -> list[dict]:
    urls = []
    for ch in CHANNELS:
        url = build_utm_url(base_url, ch["source"], ch["medium"], campaign, ch["content"])
        urls.append({"channel": f"{ch['source']}_{ch['medium']}", "url": url})
    return urls

Naming Conventions

Source Values

Medium Values

Campaign Naming

Use consistent format: {product}_{type}_{date}_{variant}

Examples:

• product_launch_q1
• blackfriday_promo_2025_v2
• webinar_registration_q1

Validation Rules

• Source: Required, lowercase, no spaces
• Medium: Required, lowercase, use standard values
• Campaign: Required, lowercase, underscores for spaces
• Content: Optional, use for A/B testing
• Term: Optional, URL-encode keywords

Integration with Google Analytics

UTM parameters flow into GA4 as:

• utm_source → Traffic Source
• utm_medium → Medium
• utm_campaign → Campaign
• utm_content → Manual Ad Content
• utm_term → Manual Term

Best Practices

1. Be consistent - Use the same source/medium values across campaigns
2. Use lowercase - GA is case-sensitive; "Google" ≠ "google"
3. No spaces - Use underscores or hyphens
4. Document conventions - Create a UTM naming guide for your team
5. Shorten URLs - Use URL shorteners for social/email if needed
6. Test tracking - Verify URLs work before launching

About this skill

Part of the Synter free skills collection — open-source agent skills for advertising, PPC, and marketing automation.

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