UTM & Tracking Generator

Create standardized tracking parameters for consistent marketing attribution.

Process

1. Understand campaign context - Channels, goals, audience, offers
2. Apply naming taxonomy - Consistent, lowercase, documented
3. Generate UTM strings - Complete parameter sets
4. Create GA4 event specs - Compliant naming
5. Provide implementation guidance - Platform-specific instructions

UTM Parameter Taxonomy

Parameter	Purpose	Example Values
utm_source	Traffic source platform	google, facebook, linkedin, newsletter
utm_medium	Marketing channel type	cpc, paid-social, email, display, organic
utm_campaign	Campaign identifier	spring_sale-us-2024-prospecting
utm_term	Paid keywords (optional)	running_shoes, [brand_name]
utm_content	Content variant (optional)	hero_cta, sidebar_banner, email_v2

Naming Convention Rules

1. Always lowercase - UTMs are case-sensitive (google ≠ Google)
2. No spaces - Use hyphens (-) or underscores (_)
3. Consistent separators - Pick one style for organization
4. Descriptive but concise - Balance clarity with length
5. Document everything - Maintain shared naming guide

Campaign Naming Structure

[product/goal]-[geography]-[date]-[audience]-[offer]

Examples:
- shoes-us-q1_2024-running_enthusiasts-20off
- saas-global-jan2024-smb_trial-free_demo
- ebook-uk-2024_q2-marketers-lead_magnet

Platform-Specific Templates

Google Ads

utm_source=google&utm_medium=cpc&utm_campaign={campaign_name}&utm_term={keyword}&utm_content={creative}

Meta Ads (Dynamic Parameters)

utm_source={{site_source_name}}&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&utm_term={{ad.name}}

LinkedIn Ads

utm_source=linkedin&utm_medium=paid-social&utm_campaign=[campaign_name]&utm_content=[ad_name]

Email Marketing

utm_source=klaviyo&utm_medium=email&utm_campaign=[flow_name]-[email_position]&utm_content=[variant]

GA4 Event Naming Rules

Rule	Requirement	Example
Start with letter	No numbers or symbols first	✅ page_view ❌ 1st_click
Allowed characters	Letters, numbers, underscores only	✅ add_to_cart ❌ add-to-cart
Max length	40 characters	Keep concise
No reserved prefixes	Avoid ga_, google_, firebase_	Use custom prefix
Case	Use snake_case	form_submit, button_click

Standard Event Names (Use These)

page_view
scroll_depth
form_submit
button_click
video_play
video_complete
file_download
outbound_click
add_to_cart
begin_checkout
purchase
sign_up
login
search

Output Format

## Tracking Specification

### Campaign Overview
- **Campaign Name**: [Name]
- **Channels**: [List]
- **Goal**: [Conversion objective]

### UTM Parameters

#### [Channel 1]
| Parameter | Value |
|-----------|-------|
| utm_source | |
| utm_medium | |
| utm_campaign | |
| utm_term | |
| utm_content | |

**Full URL**: `https://example.com?utm_source=...`

#### [Channel 2]
...

### GA4 Event Specifications

| Event | Trigger | Parameters |
|-------|---------|------------|
| [event_name] | [When fired] | [Key params] |

### Implementation Notes
- [Platform-specific guidance]
- [Testing recommendations]

### Naming Convention Reference
- Separator: [hyphen/underscore]
- Date format: [YYYY_QN or MMYYYY]
- Geography codes: [us, uk, global]

Example

Input: "I need UTM tracking for a spring sale campaign running on Google Ads, Facebook, and email for US customers, promoting 20% off shoes."

Output:

## Tracking Specification

### Campaign Overview
- **Campaign Name**: shoes-us-spring2024-allcust-20off
- **Channels**: Google Ads, Meta Ads, Email
- **Goal**: Purchase conversions

### UTM Parameters

#### Google Ads
| Parameter | Value |
|-----------|-------|
| utm_source | google |
| utm_medium | cpc |
| utm_campaign | shoes-us-spring2024-allcust-20off |
| utm_term | {keyword} |
| utm_content | {creative} |

**Full URL**: 
`https://yoursite.com/shoes?utm_source=google&utm_medium=cpc&utm_campaign=shoes-us-spring2024-allcust-20off&utm_term={keyword}&utm_content={creative}`

#### Meta Ads
| Parameter | Value |
|-----------|-------|
| utm_source | facebook |
| utm_medium | paid-social |
| utm_campaign | shoes-us-spring2024-allcust-20off |
| utm_content | {{adset.name}} |
| utm_term | {{ad.name}} |

**Full URL**:
`https://yoursite.com/shoes?utm_source=facebook&utm_medium=paid-social&utm_campaign=shoes-us-spring2024-allcust-20off&utm_content={{adset.name}}&utm_term={{ad.name}}`

#### Email (Klaviyo)
| Parameter | Value |
|-----------|-------|
| utm_source | klaviyo |
| utm_medium | email |
| utm_campaign | shoes-us-spring2024-allcust-20off |
| utm_content | promo_blast_1 |

**Full URL**:
`https://yoursite.com/shoes?utm_source=klaviyo&utm_medium=email&utm_campaign=shoes-us-spring2024-allcust-20off&utm_content=promo_blast_1`

### GA4 Events to Track
| Event | Trigger | Parameters |
|-------|---------|------------|
| view_promotion | Promo banner viewed | promotion_id, promotion_name |
| select_promotion | Promo clicked | promotion_id, promotion_name |
| add_to_cart | Shoe added | item_id, item_name, price, discount |
| purchase | Order completed | transaction_id, value, items[] |

### Implementation Notes
- Test all UTMs with Google's Campaign URL Builder before launch
- Verify events in GA4 DebugView
- Document naming convention in shared spreadsheet

Guidelines

• Always use lowercase for all UTM values
• Never include PII in tracking parameters
• Test URLs before distributing
• Provide platform-specific dynamic parameter syntax
• Include testing/validation recommendations