utm-builder

UTM 构建器

工作区上下文

提问前先阅读启动上下文：strategy/brand.md，了解品牌、受众、产品与服务、渠道、工具、限制和指标；about/me.md，了解个人风格；content/ideas.md 和 content/calendar.md，了解内容规划。仅在必要时，将旧版产品营销上下文文件用作备用。将生成的草稿保存到 content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md，并将值得长期保留的经验反馈到 strategy/brand.md、about/me.md 或 content/ideas.md。

工作约定

此技能在其前置元数据范围内独立运行：将本地说明、参考资料、脚本和资源用作操作指南；只询问任务所需但尚缺的输入；将超出范围的事项交给相邻技能处理；并提供可执行的成果、决策、计划、草稿或诊断。

为营销活动生成一致且条理清晰的 UTM 跟踪链接。

UTM 参数

参数	必填	用途	示例
utm_source	是	流量来源	google, linkedin, newsletter
utm_medium	是	营销媒介	cpc, email, social, organic
utm_campaign	是	活动名称	spring-sale-2025
utm_term	否	付费搜索关键词	project+management
utm_content	否	区分不同版本	cta-button, hero-image

命名规范

推荐格式

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

来源值（小写，不含空格）

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

媒介值

Paid:
  - cpc (cost per click)
  - cpm (cost per impression)
  - display
  - video
  - retargeting

Organic:
  - organic
  - social
  - referral

Direct:
  - email
  - sms
  - push

Content:
  - blog
  - pr
  - podcast
  - webinar

活动命名

Format: {date}-{name}-{segment}

Examples:
  - 2025-03-spring-promo
  - 2025-q1-product-launch
  - 2025-04-webinar-ai-trends
  - 2025-03-ebook-marketing-guide
  - evergreen-demo-request

使用方法

单个 URL

Create a UTM link for:
URL: https://example.com/pricing
Campaign: Spring promotion on LinkedIn

输出：

https://example.com/pricing?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-03-spring-promo

批量生成

Create UTM links for a multi-channel campaign:
URL: https://example.com/demo
Campaign: Q2 Product Launch

Channels:
- Google Search Ads
- LinkedIn Sponsored Content
- Email newsletter
- Twitter organic post

输出：

═══════════════════════════════════════════════════════════════
CAMPAIGN: Q2 Product Launch
BASE URL: https://example.com/demo
DATE: 2025-Q2
═══════════════════════════════════════════════════════════════

GOOGLE SEARCH ADS:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_term={keyword}

Use {keyword} placeholder for dynamic keyword insertion.

LINKEDIN SPONSORED:
──────────────────────────────────────────────────────────────
Variant A (Image):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=image-a

Variant B (Video):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=video-b

EMAIL NEWSLETTER:
──────────────────────────────────────────────────────────────
Header CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=header-cta

Footer CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=footer-cta

TWITTER ORGANIC:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=twitter-organic&utm_medium=social&utm_campaign=2025-q2-product-launch

═══════════════════════════════════════════════════════════════
TRACKING SPREADSHEET
═══════════════════════════════════════════════════════════════
| Channel | Source | Medium | Campaign | Content | Full URL |
|---------|--------|--------|----------|---------|----------|
| Google | google | cpc | 2025-q2-product-launch | - | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | image-a | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | video-b | [url] |
| Email | newsletter | email | 2025-q2-product-launch | header-cta | [url] |
| Email | newsletter | email | 2025-q2-product-launch | footer-cta | [url] |
| Twitter | twitter-organic | social | 2025-q2-product-launch | - | [url] |

A/B 测试链接

Create UTM links for A/B testing two landing pages:
URL A: https://example.com/landing-v1
URL B: https://example.com/landing-v2
Campaign: Homepage redesign test
Channel: Google Ads

输出：

VARIANT A (Control):
https://example.com/landing-v1?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=control-v1

VARIANT B (Treatment):
https://example.com/landing-v2?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=treatment-v2

TRACKING NOTE:
Compare conversion rates in Google Analytics:
Acquisition → Traffic Acquisition → Filter by utm_content

平台专属技巧

Google Ads

Use ValueTrack parameters for dynamic insertion:
- {keyword} - Search keyword
- {matchtype} - Match type (e, p, b)
- {device} - Device (m, t, c)
- {adposition} - Ad position

Example:
?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term={keyword}&utm_content={adposition}

LinkedIn Ads

Use LinkedIn macros:
- {{CAMPAIGN_NAME}}
- {{CREATIVE_NAME}}
- {{CAMPAIGN_GROUP_NAME}}

Note: LinkedIn auto-appends some tracking; combine carefully.

Meta（Facebook/Instagram）

Use URL parameters in ad setup:
- {{ad.name}}
- {{adset.name}}
- {{campaign.name}}

Example:
?utm_source=meta&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

HubSpot 集成

HubSpot auto-recognizes UTM parameters.
Ensure consistency with HubSpot campaign naming.

Best practice:
- Create HubSpot campaign first
- Use exact campaign name in utm_campaign
- Tag all assets (emails, pages, ads) with same campaign

短链接集成

在社交媒体上使用能保留 UTM 参数的 URL 缩短服务：

• Bitly - 跟踪点击量，保留 UTM 参数
• Rebrandly - 自定义品牌域名
• Short.io - 团队功能

示例工作流：

1. 生成完整的 UTM URL
2. 使用 Bitly 缩短链接
3. 在社交媒体帖子中使用短链接
4. Google Analytics 仍会跟踪 UTM 参数

应避免的常见错误

错误	问题	解决方案
大小写不一致	在 GA 中创建重复的活动	始终使用小写
参数中含有空格	导致 URL 无效	使用连字符或下划线
缺少 utm_medium	渠道归因不准确	始终填写媒介
活动名称过于笼统	难以分析	使用日期 + 描述性名称
未记录	跟踪上下文丢失	维护电子表格
utm_source 重复	报告结果混乱	统一命名规范

UTM 审核

检查清单

• 全部使用小写（不混用大小写）
• 不含空格（使用连字符）
• 团队内命名一致
• 活动名称包含日期前缀
• 媒介与渠道类型匹配
• 内容参数可区分不同版本
• 已记录在跟踪电子表格中

分析验证

上线后，在 GA4 中验证：

1. 前往“报告 → 获客 → 流量获取”
2. 添加次级维度：会话来源/媒介
3. 按活动名称筛选
4. 确认数据正常填充

模板库

电子邮件活动

Newsletter:
?utm_source=newsletter&utm_medium=email&utm_campaign={date}-{topic}&utm_content={position}

Drip Sequence:
?utm_source=hubspot&utm_medium=email&utm_campaign={sequence-name}&utm_content=email-{number}

Transactional:
?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation

社交媒体

Organic Post:
?utm_source={platform}-organic&utm_medium=social&utm_campaign={date}-{topic}

Paid Social:
?utm_source={platform}&utm_medium=cpc&utm_campaign={date}-{campaign}&utm_content={creative-name}

内容营销

Blog Post:
?utm_source=blog&utm_medium=organic&utm_campaign={post-slug}

Guest Post:
?utm_source={publication}&utm_medium=referral&utm_campaign=guest-post-{date}

Podcast:
?utm_source={podcast-name}&utm_medium=podcast&utm_campaign={episode}

合作伙伴

Co-Marketing:
?utm_source=partner-{name}&utm_medium=referral&utm_campaign={joint-campaign}

Affiliate:
?utm_source=affiliate-{name}&utm_medium=referral&utm_campaign=affiliate-program

集成

可与以下工具配合使用：

• data-and-funnel-analytics - 分析 UTM 效果
• ad-campaign-management - 跟踪付费活动的 ROI
• social-media-management - 衡量社交媒体活动效果
• marketing-automation - 为电子邮件活动添加跟踪参数