Aging Tools Limit the Full Potential of UTMs

Most UTM tools are built for data entry, when marketers actually need help managing a complex and evolving taxonomy.

You could use a simple UTM builder where the entire interface is on one page. But that doesn’t help with team workflows or advanced use cases., on the other hand, is a collaborative tool that deepens reporting (including metrics like ROI and ROAS), automates workflows, and locks team members out of making mistakes.  

Marketers mess up UTMs when they don’t know what is supposed to go where. Spreadsheets can’t help with that. Automated formulas are better than nothing, but cover only a fraction of your workflow.

UTM Conventions Builder TemplateUTM conventions applied in combination with rules
and dynamic variables  in Made to Build & Manage Links as Complex as You Can Imagine

Advanced UTM naming conventions add new nuance to your campaign reporting, but they’re too complex to manage manually.

How to use advanced parameters: Turn utm_campaign parameter from summer-sale to utm_campaign=summer-sale-FL-July-percentage.

You just tripled the depth of your data.

And with, you can enforce your taxonomy through customizable team-level rules. The user workflows are built for fool-proof management of advanced naming conventions.

Your UTM data will flow consistently into platforms for website analytics (such as Google Analytics), app analytics, CRM, user analytics, data visualization, or data warehousing.

How’s Link Builder Creates Advanced UTM Naming Conventions With Ease

Demo of advanced UTM naming conventions in’s link builder, by the co-founder Dan McGaw

Since naming conventions must be enforced consistently, we developed several unique features that help your team manage and optimize your UTM naming conventions:

  • Attributes — For saving information about a link without including it on the URL (e.g. campaign goal)
  • Dynamic variables — Pull dynamic information, such as attributes, into any parameter field. 
  • Rules — Use rule settings to create mistake-proof UTM generation workflows, customizable at the team level
  • Templates — Spend less time creating UTMs with templates that shave off repetitive steps and reduce opportunities for error
  • Instructions — Embed notes to your team members about parameters or conventions that require additional context for proper use

This powerful combination makes advanced naming conventions infinitely expandable. Our tool can prepare you to create a campaign parameter as complex as this:


The Reporting Benefits of Advanced UTM Naming Conventions

In addition to providing deeper data, advanced naming in the campaign parameter lets you see the insights quicker — because it’ll show in the top-level campaign reports. When you add basic filtering, your speed to insight will be amazing:

advanced utm naming convention benefits
Proper UTM naming conventions help to quickly drill down to find the data you need

The analyst reading this report can easily filter down to just the right region, brand, product type, or model. The sky’s the limit.

For a deep-dive into improving reporting and collaboration through advanced UTMs, check out our Guide to Advanced UTM Naming Conventions — Definition, Use Cases, Benefits, Workflow article.