UTM Creation agent

  • Updated

Optimizely Opal's UTM Creation agent simplifies the creation of UTM parameters (tags added to the end of a URL to help track the source, medium, and name of a marketing campaign in website analytics). The agent uses campaign details such as source, medium, campaign, content, and term to automatically generate correctly formatted UTM links. This helps ensure accurate attribution tracking, improves data quality, and simplifies campaign analysis.

  • Challenge – Manually creating and ensuring the correctness of UTM parameters for campaign tracking can be complex and prone to errors.
  • Agent outcome – The agent automatically generates correctly formatted UTM links based on provided campaign details.
  • Value – The agent ensures accurate attribution tracking, improves data quality, and simplifies campaign analysis.

Product requirements

  • None

Install agent

Opal Administrators, Agent Builders, and users with the Add, edit, and install specialized agents  attribute for a custom role can add agents to their organization's Optimizely Opal instance. See Add users and set permissions.

In Opal,

  1. Go to Agents > Agent Directory.
  2. Select UTM Creation.

  3. Click Install Agent to add the agent to your Opal instance. 

Use

In Opal Chat, enter @utm_creation and provide the following details:

  • Campaign name – Name of the asset or campaign that you are promoting. For example, Winter Sale 2025 or New Product Launch.
  • Landing page URL – The final destination URL.
  • (Optional) Channel – Marketing channel where the link is used, such as Email Newsletter, Facebook Ad, or Blog Post. If none are provided, all channels are included.
  • (Optional) Content – Additional content details. Add this if you need to differentiate between different ads or elements within the same campaign, for example, banner-ad-top or text-link-sidebar.

To use the UTM Creation agent in a workflow agent, drag and drop it into your workflow. See the Configure workflow section in the Create a workflow agent documentation.

Details

The following are the default details of the UTM Creation agent. After you install the agent in your Opal instance, you can customize these details based on your organization's needs. See Manage agents for instructions.

Input variables

  • Campaign name
  • Landing page URL
  • (Optional) Channel
  • (Optional) Content

Tools

  • None

Output

  • Inference level – Standard
  • Creativity – 0.3

If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applications.