utm-builder

What this skill does

# 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