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UTM Builder · nicepkg | DecimalAI

nicepkg/utm-builder

SkillScore70Maintained

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.

marketingby nicepkg

Links this skill to your agents and keeps it current with the author’s updates.

Automatic

Marketing & Content pack

1 · One-time — install the CLI (docs ↗)

pip install decimalai

2 · Get the skill — writes .claude/skills/nicepkg-utm-builder/SKILL.md

decimalai skills pull nicepkg-utm-builder --out .claude/skills/

No CLI? Get the same file — curl · raw file

curl -fsSL --create-dirs -o .claude/skills/nicepkg-utm-builder/SKILL.md https://app.decimal.ai/s/nicepkg-utm-builder/SKILL.md

Raw file: /s/nicepkg-utm-builder/SKILL.md ↗ · machine-readable summary at /s/nicepkg-utm-builder.json ↗

In productionGlobal

how this skill behaves on real traffic · last 30 days

No production data for this skill yet — usage numbers appear here once agents start running it.

Anonymized aggregate across every org using this skill — proof from real production use, not a demo.

Does this skill help? · Benchmark: with vs. withoutsign in to run this on your agents

23 test cases from the publisher’s eval.yaml · each run twice on gemini-3.6-flash — with the skill injected, then without · last run 5d ago

Yes — +39% lift · at higher cost+144% tokens0% turns70% of whole cases pass with skill (16/23)

Test case	Without → With	Effect	Δ tokens	Δ turns
case-01	✗→✓	▲ Improved	71%	0%
case-02	✗→✓	▲ Improved	106%	0%
case-03	✗→✓	▲ Improved	176%	0%
case-16	✗→✓	▲ Improved	194%	0%
case-05	✗→✓	▲ Improved	387%	0%

Showing 5 of 23 cases

SkillSafety

✓ 3 of 3 passed

Code scan15 of 15 checks clean

0 critical · 0 warning · 0 info — scanner v4 — 8/3/2026

live_secretremote_code_executionreverse_shelldata_exfiltrationssrf_metadataagent_snoopinganti_refusaldestructive_commandsobfuscated_unicodeunicode_homoglyphopaque_blobsuspicious_urltool_overreachtrigger_abuseprompt_injection_phrasing

IntentSafe

LLM judge · does the skill do what it claims

ContentClean

LLM judge · policy & harmful-content review

Source

Imported

nicepkg / ai-workflow

workflows/marketing-pro-workflow/.claude/skills/utm-builder/SKILL.md

View on GitHub ↗

License MITImported 8/3/2026Version v1

Skill contents

SKILL.md

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

] 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:

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

Want to see if nicepkg/utm-builder would activate on your phrasing? Try it before you install — no LLM call, no signup.

Latest benchmark · publisher runVerified

8/24/2026, 12:22 UTC · 23 cases

Lift

+39%

70% vs 30%

Agent turns

1.0 vs 1.0

Tokens

+144%

4,159.13 vs 1,705.7

fail → pass · 11pass → pass · 5fail → fail · 5pass → fail · 2

Per-case results (23)

Case	Status	Duration (ms)			Turns			Tokens			Tool calls
Case	Status	Without	With	Δ	Without	With	Δ	Without	With	Δ	Without	With	Δ
case-01 I am preparing a multi-channel marketing push for our enterprise demo page at https://workforce.io/demo. We plan to distribute links across Google Search Ads, LinkedIn Sponsored Content, our Mailchimp weekly newsletter, and organic Twitter posts. Please generate the full promotional link suite organized by channel, including asset variants where appropriate, and finish with a consolidated markdown tracking table summarizing the channel, source, medium, campaign name, content tag, and full URL.	fail→pass	14,186	13,019	-8%	1	1	0%	3,137	5,361	+71%	0	0	—
case-02 We are setting up an A/B split test for our pricing page redesign using two distinct URLs: https://cloudflow.net/pricing-control and https://cloudflow.net/pricing-variant. The traffic will come from Google Ads paid search campaigns. Please produce the tagged tracking links for both Variant A and Variant B with appropriate content tags, along with brief instructions on how to filter and verify these variants in Google Analytics.	fail→pass	11,097	7,686	-31%	1	1	0%	1,931	3,969	+106%	0	0	—
case-03 I need tracking links for an email drip campaign linking subscribers to our resource guide at https://datahub.io/resources/security-guide. We want to track traffic coming from email #1 versus email #2 in the automated sequence, while differentiating between the main hero button and the secondary text link. Please generate the structured campaign links for each link placement variant across both emails.	fail→pass	8,053	9,555	+19%	1	1	0%	1,671	4,614	+176%	0	0	—
case-04 We are running paid Instagram and Facebook ad sets promoting https://acmesoftware.com/trial. Our growth team wants to use Meta's dynamic parameter tags so campaign and creative names pull directly from Facebook Ads Manager. Please construct the destination URL for this campaign, keeping all parameter keys standard.	fail→fail	6,583	6,521	-1%	1	1	0%	1,305	3,762	+188%	0	0	—
case-16 We are printing physical flyers with QR codes for attendees at an industry conference to scan, pointing to https://event.io/conference-discount. Generate the destination URL that will be encoded inside the QR code.	fail→pass	7,287	6,655	-9%	1	1	0%	1,225	3,605	+194%	0	0	—
case-05 Our founder is posting an organic thought leadership update on LinkedIn pointing to https://saasbuilder.io/blog/scaling-tech. Generate the single tracking URL. Note: our team usually tags social posts with medium=paidsocial or medium=post, so make sure to select the correct standard medium for organic social updates.	fail→pass	4,499	4,926	+9%	1	1	0%	706	3,441	+387%	0	0	—
case-06 We sponsored episode 42 of the Tech Trends Podcast to promote https://devmatrix.org/pricing. The host will read an audio ad. We want a tagged link for our attribution tracker. A team member suggested using utm_medium=podcast_ad with spaces or underscores in the campaign name like spring_2025_podcast.	pass→pass	9,838	10,244	+4%	1	1	0%	1,792	4,343	+142%	0	0	—
case-07 We are launching a joint co-marketing webinar with partner AcmeCorp linking to https://cloudnode.io/webinar. Please generate the tracking link for AcmeCorp's referral traffic. A partner manager suggested setting utm_source=Acme Corp Partner with spaces and title case.	fail→pass	9,045	9,852	+9%	1	1	0%	1,551	4,350	+180%	0	0	—
case-08 An affiliate publisher named TechReviews is promoting our software on https://saastools.net/deals. We need the standard UTM link for TechReviews. Should we set utm_medium=affiliate_link or utm_medium=referral?	fail→fail	9,278	7,547	-19%	1	1	0%	1,549	3,878	+150%	0	0	—
case-09 Our product team is sending a push notification to active mobile app users encouraging them to upgrade at https://appmobile.io/upgrade. We need the appropriate tracking link. A developer suggested setting utm_medium=push_notification.	fail→pass	9,620	8,040	-16%	1	1	0%	1,615	3,829	+137%	0	0	—
case-10 We are sending an SMS text blast to opted-in SMS subscribers offering a flash discount at https://retailstore.com/flash-sale. Please construct the full URL parameters. A colleague suggested setting utm_medium=text_message.	fail→pass	11,206	8,557	-24%	1	1	0%	1,904	4,028	+112%	0	0	—
case-11 We are running a Google Display Network retargeting campaign for users who abandoned their cart at https://shopgear.com/cart. Produce the tracking URL. A designer asked whether we should use utm_medium=display_retargeting or utm_medium=retargeting.	fail→pass	11,563	9,349	-19%	1	1	0%	1,951	4,152	+113%	0	0	—
case-12 We are running a pre-roll video ad campaign on YouTube directing traffic to https://streamapp.io/demo. Construct the tracking URL. Should the medium be set to video_ad or video?	fail→fail	9,521	8,349	-12%	1	1	0%	1,611	3,973	+147%	0	0	—
case-13 We published a blog post at https://techblog.com/ai-guide with an embedded banner linking readers to an ebook landing page at https://techblog.com/ebooks/ai-handbook. Create the UTM parameter string for the embedded banner.	fail→fail	7,743	5,480	-29%	1	1	0%	1,255	3,563	+184%	0	0	—
case-14 We are sending a 3-part automated email invitation sequence via HubSpot for an upcoming live webinar at https://learnhub.com/webinar-ai. Generate the link for Email #2 hero banner. A team member suggested setting utm_source=HubSpot Email and utm_campaign=AI Webinar 2025.	fail→pass	8,164	9,644	+18%	1	1	0%	1,368	4,406	+222%	0	0	—
case-15 We are distributing a press release through PR Newswire pointing to https://enterprise.io/news/funding-announcement. Please generate the tracking link for news outlets picking up the release. A PR manager suggested utm_medium=press_release.	fail→pass	8,486	8,701	+3%	1	1	0%	1,422	3,990	+181%	0	0	—
case-17 An Instagram influencer is posting a swipe-up story link pointing to https://fashionbrand.com/summer-collection. Construct the tracking URL. An agency rep suggested setting utm_source=Instagram_Stories and utm_medium=paid_social.	fail→fail	8,486	8,873	+5%	1	1	0%	1,565	3,937	+152%	0	0	—
case-18 We are setting up paid search ads on Microsoft Advertising (Bing) for our keyword campaign pointing to https://cloudservices.net/enterprise. Generate the tracking link structure. Someone suggested setting utm_source=bing_ads and utm_medium=paid_search.	pass→pass	10,956	8,282	-24%	1	1	0%	1,929	3,964	+105%	0	0	—
case-19 Please audit this marketing URL generated by a vendor and list all formatting policy violations: https://analytics.com/landing?utm_source=Google_Ads&utm_medium=paid-search&utm_campaign=Spring%20Sale&utm_content=Banner%201	pass→fail	11,506	9,773	-15%	1	1	0%	2,085	4,425	+112%	0	0	—
case-20 Please draft persuasive email copywriting for our Q3 enterprise software promo email targeting IT Directors. The email should highlight 99.99% uptime, SOC2 compliance, and end with a call to action to request a custom quote.	pass→fail	10,887	11,370	+4%	1	1	0%	1,599	4,376	+174%	0	0	—
case-21 Write a custom Google Tag Manager (GTM) JavaScript snippet to track 50% and 90% scroll depth events on a webpage and push them into the window.dataLayer array.	pass→pass	12,496	11,430	-9%	1	1	0%	2,283	4,783	+110%	0	0	—
case-22 Write a 3-paragraph executive summary proposing how to allocate our $500,000 Q3 marketing budget across paid search, content syndication, and industry events based on customer acquisition cost trends.	pass→pass	9,452	9,539	+1%	1	1	0%	1,579	4,050	+156%	0	0	—
case-23 We want to post links on Twitter/X using shortened URLs via Bitly while ensuring custom campaign tracking works in Google Analytics for https://myproduct.io/launch. How should we order and execute the URL creation and shortening process?	pass→pass	13,178	13,136	-0%	1	1	0%	2,198	4,861	+121%	0	0	—

These cases were also screened by the skill’s intent / safety pass.See the Trust review ↗Reproduce this benchmark in Colab ↗

How this skill was measured

DecimalAI ran this skill against gemini-3.6-flash twice over the same eval suite — once with the skill loaded and once without — and compared the two runs case by case. 23 cases were attempted. The headline lift of +39 percentage points is the difference between those two pass rates over the 23 comparable cases. 2 cases got worse with the skill loaded, and they are included in that figure.

Model measured: gemini-3.6-flash
Graded by: gemini-3.6-flash
Grading method: judged
Verification: verified
Pass rate without the skill: 30.4%
Pass rate with the skill: 69.6%
Cases attempted: 23
Cases counted toward lift: 23
Cases that regressed: 2
Skill version measured: v1
Run completed: 8/24/2026, 12:22 UTC

Measured example — same prompt, with vs. without the skill · from the benchmark run · case case-01

Prompt

I am preparing a multi-channel marketing push for our enterprise demo page at https://workforce.io/demo. We plan to distribute links across Google Search Ads, LinkedIn Sponsored Content, our Mailchimp weekly newsletter, and organic Twitter posts. Please generate the full promotional link suite organized by channel, including asset variants where appropriate, and finish with a consolidated markdown tracking table summarizing the channel, source, medium, campaign name, content tag, and full URL.

Without the skill loaded, the model failed this case. With it loaded, the same prompt on the same model passed. This is one improved case from the latest verified run; every case, including any that regressed, is in the table above.

Show both answers

SkillScore blends 4 signals1 of 4 complete

BenchmarkPass rate WITH skill on a verified run70

Live evalNeeds ≥20 evaluated traces in 30 days

AI ratingNeeds ≥10 rated traces

AdoptionNeeds ≥10 serves across ≥2 orgs in 30 days

Efficiency · separate axis (at equal correctness)+0% turns+125% tokens

Shown for transparency; not credited unless a verified run shows no correctness regression.

Backed by 1 of 4 signals — each added signal makes the score more robust.

Verified on gemini-3.6-flash · re-tested 4 days ago

Other measured skills in the registry, with their headline benchmark lift.

Ready to supercharge your AI agents?

nicepkg/utm-builder

SkillSafety

Source

UTM Builder

UTM Parameters

Naming Conventions

Recommended Format

Source Values (lowercase, no spaces)

Medium Values

Campaign Naming

How to Use

Single URL

Bulk Generation

A/B Test Links

Platform-Specific Tips

Google Ads

LinkedIn Ads

Meta (Facebook/Instagram)

HubSpot Integration

Short URL Integration

Common Mistakes to Avoid

UTM Audit

Checklist

Analytics Verification

Template Library

Email Campaigns

Social Media

Content Marketing

Partnerships

Integration

How this skill was measured

Measured example — same prompt, with vs. without the skill · from the benchmark run · case case-01

Related skills