UTM Builder
/utm-builder
Claude Code creates a UTM naming convention system tailored to your channel mix and reporting needs, then generates the actual UTM-tagged URLs for your campaigns. It prevents the inconsistent naming that causes data fragmentation in GA4 channel reports.
What this skill does
Design a UTM naming convention across source, medium, campaign, content, and term parameters
Generate UTM-tagged URLs for all active campaigns following the defined convention
Create a UTM documentation template your team can use to maintain consistency
Identify existing UTM inconsistencies in your GA4 data that are fragmenting attribution
How to use it
Describe your channel mix
List all the channels you run campaigns across (Google Ads, Meta, LinkedIn, email, affiliates) and how you currently name campaigns.
Run /utm-builder
Tell Claude Code which reports you need UTMs to support and how many people on your team are creating tracked links.
Document and enforce
Use the naming convention document Claude Code produces to train your team and lock in consistent naming going forward.
Example prompts
$Build a UTM naming convention for our marketing team. We run Google Ads, Meta, LinkedIn, email, and affiliates. 3 people create tracked URLs.
$Generate UTM-tagged URLs for our Q2 email campaign. We have 5 email sends going to different segments. Campaign name: q2-nurture-2026.
$Our GA4 shows 'google / cpc' and 'Google / Paid' and 'google_ads / paid' as separate sources. Help me clean up our UTM naming to fix this.
Who it's for
Marketing teams with multiple people creating UTM links who need a shared naming standard
Performance marketers who need clean source attribution for budget allocation decisions
Agencies managing multi-channel campaigns across client accounts who need consistent UTM practices
Frequently asked questions
What's the minimum set of UTM parameters I need?
Source, medium, and campaign are the essential three. Source tells you where the traffic came from (google, facebook, newsletter). Medium tells you the channel type (cpc, email, organic). Campaign ties the link to a specific initiative. Claude Code helps you define consistent values for each.
Do I need UTMs on Google Ads if I have auto-tagging enabled?
Not for GA4, since auto-tagging handles Google Ads attribution automatically. But if you want to pass campaign-level data to your CRM or track custom campaign dimensions in GA4, manual UTMs give you more control. Claude Code explains the tradeoffs for your specific setup.
How do I handle UTMs for email links?
Use utm_source=newsletter (or your email platform name), utm_medium=email, and utm_campaign=the-specific-campaign-name. Keep the campaign name lowercase with hyphens and consistent with how you name other campaigns. Claude Code generates a template for your email team.
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