What is a UTM builder?

Software which helps you create accurate, well-structured campaign / tracking links. These tracking links contain two elements: the landing page, followed by query string parameters known as UTM(s).

UTM parameters tell MarTech platforms how users got to their website or app, letting marketeers evaluate what marketing is working and what isn’t. Marketeers can then adjust there their marketing strategy and budgets for the greatest return.

Marketers and web analysts love using UTM builders because they:

1. Eliminate mistakes from:

   • pasting URLs with spaces

   • pasting URLs which don’t exist or redirect

   • using special/incompatible characters

   • page anchors

2. Creates naming consistency forcing:

   • lowercase

   • removal of spaces

   • correct use of all required UTM parameters

   • correct use of custom parameters

3. Make lots of links at speed with:

   • bulk csv uploads

   • auto email utm tagging

   • MarTech integrations

   • Instantaneously branded short links and QR codes

4. Create governance with:

   • auditable timestamp with author

   • approval flows to request new parameters

   • integrated reporting

Historically marketeers used to create and store links in UTM spreadsheets. However, these were prone to mistakes, with data validation formulars frequently breaking and versioning issues from a lack of governance.

Now best practice is to use an online tool like Uplifter, which allows everyone to self-serve creating accurate links across an organisation.