# UTM builder Human Guide

## What This Is For
Generate UTM-tagged URLs for campaign tracking. It gives the agent a clearer input/output frame for UTM builder: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the UTM builder agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for UTM builder.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the UTM builder guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Bitly** - Tracks clicks, preserves UTMs
- **Rebrandly** - Custom branded domains
- **Short.io** - Team features
- Use short URL in social posts
- UTMs still tracked in Google Analytics
- [ ] All lowercase (no mixed case)
- [ ] Consistent naming across team
- [ ] Campaign includes date prefix
- [ ] Medium matches channel type
- [ ] Content differentiates variants
- [ ] Documented in tracking spreadsheet
- Go to Reports → Acquisition → Traffic acquisition

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, UTM Parameters, Naming Conventions, Recommended Format, Source Values (lowercase, no spaces), Medium Values, Campaign Naming, How to Use, Single URL.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- | Parameter | Required | Purpose | Example |
- Note: LinkedIn auto-appends some tracking; combine carefully.
- Common Mistakes to Avoid

## Copy-And-Paste Prompt
```text
Use the UTM builder human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `utm-builder`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# UTM Builder

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


Generate consistent, well-organized UTM tracking links for marketing campaigns.

## UTM Parameters

| Parameter | Required | Purpose | Example |
|-----------|----------|---------|---------|
| `utm_source` | Yes | Traffic source | google, linkedin, newsletter |
| `utm_medium` | Yes | Marketing medium | cpc, email, social, organic |
| `utm_campaign` | Yes | Campaign name | spring-sale-2025 |
| `utm_term` | No | Paid search keywords | project+management |
| `utm_content` | No | Differentiate variants | cta-button, hero-image |

## Naming Conventions

### Recommended Format
```
utm_source:    {platform}
utm_medium:    {channel-type}
utm_campaign:  {yyyy-mm}-{campaign-name}
utm_term:      {keyword} (paid search only)
utm_content:   {ad-variant}-{placement}
```

### Source Values (lowercase, no spaces)
```
Paid:
  - google
  - linkedin
  - meta (facebook + instagram)
  - tiktok
  - twitter
  - bing

Organic Social:
  - linkedin-organic
  - twitter-organic
  - facebook-organic

Email:
  - mailchimp
  - hubspot
  - sendgrid
  - newsletter

Referral:
  - partner-{name}
  - affiliate-{name}
  - referral
```

### Medium Values
```
Paid:
  - cpc (cost per click)
  - cpm (cost per impression)
  - display
  - video
  - retargeting

Organic:
  - organic
  - social
  - referral

Direct:
  - email
  - sms
  - push