utm-builder — Claude Code skill: UTM strategy and validation
A skill for building correct UTM parameters, checking them against GA4 channel rules, and auditing live data from Google Ads and analytics platforms. Built for marketers and analysts who track attribution.
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-codeWhat utm-builder does
utm-builder is a reference and builder for marketing attribution parameters. The skill knows how GA4 groups channels by utm_source and utm_medium, what each parameter means, naming conventions for campaigns, and why traffic sometimes lands in the wrong channel. It includes GA4 grouping rules, source examples (google, facebook, linkedin, tiktok, klaviyo) and medium types (cpc, paid-social, email, organic-social), plus BigQuery validation queries.
Without connected accounts, the skill works as a reference—showing conventions, explaining why traffic might end up in the wrong channel, and helping you assemble correct URLs. When Cogny MCP is connected, it can pull live GA4, Google Ads, Meta Ads, LinkedIn, and X data to audit how tags are actually set and flag errors.
The skill offers commands for different tasks: /utm-builder naming-conventions shows naming rules, /utm-builder channel-grouping explains GA4's distribution logic, /utm-builder build google cpc generates a ready-to-use link with the right parameters for Google Ads.
What it helps with
- Generate a UTM link with the correct source and medium for GA4 channel grouping
- Find why paid traffic ended up in Organic Search or Direct instead of the right paid channel
- Validate UTM parameters on your site using BigQuery queries
- Audit how UTM tags are set in Meta Ads, Google Ads, or LinkedIn campaigns
- Set a naming convention for utm_campaign and utm_content and apply it across all ads
Example prompts for the agent
- Build a UTM link for a Facebook campaign: source facebook, medium paid-social, campaign spring-sale-2025
- Audit what UTM parameters are set on our Google Ads accounts
- Show me the GA4 rules for Paid Social and explain how traffic gets routed there
How to install utm-builder
1Skills CLI (Vercel)
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-code2Manually: put the files in place
~/.claude/skills/utm-builder/SKILL.mdCopy the whole skill folder; for one project use .claude/skills/utm-builder/
1Skills CLI (Vercel)
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a codex2Manually: put the files in place
.agents/skills/utm-builder/SKILL.mdFor all projects use ~/.agents/skills/
1Skills CLI (Vercel)
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a cursor2Manually: put the files in place
.cursor/skills/utm-builder/SKILL.mdCursor also reads .agents/skills/ and .claude/skills/
1GitHub CLI
gh skill install cognyai/claude-code-marketing-skills utm-builder2Manually: put the files in place
.github/skills/utm-builder/SKILL.md1Skills CLI (Vercel)
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a gemini-cli2Platform CLI
gemini skills install https://github.com/cognyai/claude-code-marketing-skills --path skills/utm-builderManually: put the files in place
.devin/skills/utm-builder/SKILL.mdThe legacy .windsurf/skills/ path still works
Skills CLI (Vercel)
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a opencodeClaude.ai
Zip the folder and upload it in Settings → Capabilities → Skills
Step by step, with commands for each platform: How to install skills in Claude Code: five ways
Questions about utm-builder
How do I install utm-builder in Claude Code?
Run npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-code, then open ~/.claude/skills/utm-builder/SKILL.md. For other platforms, change the -a flag to your target (codex, cursor, gemini-cli, opencode), or use gh skill install for GitHub Copilot.
What does utm-builder do?
It helps you build correct UTM links following GA4 standards, explains how analytics groups traffic by utm_source and utm_medium, and can audit real data from GA4, Google Ads, and social platforms if you connect integrations via Cogny MCP.
Do I need connected accounts to use utm-builder?
For the reference sections (naming rules, GA4 grouping), nothing is required. To audit real data, you need connected GA4, Google Ads, or ad platform accounts; without them, the skill can show examples and provide BigQuery validation queries.
