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

Data access (Ryze MCP)

This skill works best with live account data. Connect the free Ryze MCP once and Claude reads your Google Ads, Meta Ads, GA4 and Search Console directly:

• claude.ai / Claude Desktop: Settings → Connectors → Add custom connector → https://connector.get-ryze.ai/mcp
• Claude Code: claude mcp add ryze --transport http https://connector.get-ryze.ai/mcp
• Cursor: Settings → MCP → add the same URL

Setup guide: https://www.get-ryze.ai/how-to-connect-claude-to-google-meta-ads-mcp