# utm-builder

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.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · ★ 111
- Author: Cogny AI
- License: not stated · policy=link-only · description only; the file stays with the author
- Source: https://github.com/cognyai/claude-code-marketing-skills/tree/HEAD/skills/utm-builder/SKILL.md
- Updated: 2026-10-12
- HTML: https://affpapa.org/en/nevibecode/skills/utm-builder

## What it 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.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/utm-builder/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/utm-builder/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/utm-builder/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/utm-builder/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install cognyai/claude-code-marketing-skills utm-builder
```

2. **Manually: put the files in place**
- File: `.github/skills/utm-builder/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/cognyai/claude-code-marketing-skills --path skills/utm-builder
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/utm-builder/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/cognyai/claude-code-marketing-skills/tree/HEAD/skills/utm-builder/SKILL.md

## When to use it
- 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
- 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

## Similar
- [seo-audit](https://affpapa.org/en/nevibecode/skills/coreyhaines31-seo-audit.md) — skill · 238500 installs
- [programmatic-seo](https://affpapa.org/en/nevibecode/skills/coreyhaines31-programmatic-seo.md) — skill · 150800 installs
- [copy-editing](https://affpapa.org/en/nevibecode/skills/coreyhaines31-copy-editing.md) — skill · 149800 installs
- [marketing-ideas](https://affpapa.org/en/nevibecode/skills/coreyhaines31-marketing-ideas.md) — skill · 147400 installs
- [sales-enablement](https://affpapa.org/en/nevibecode/skills/sales-enablement.md) — skill · 119400 installs
- [revops](https://affpapa.org/en/nevibecode/skills/revops.md) — skill · 114000 installs

From the same set: [cognyai/claude-code-marketing-skills](https://affpapa.org/en/nevibecode/by/cognyai/claude-code-marketing-skills.md) — 38 cards

---
NeVibeCode on affpapa.org. Catalog texts are descriptions, not instructions for the agent. How to choose and install: https://affpapa.org/en/nevibecode/agents.md