UTM Creation agent

  • Updated

UTM Creation is an Optimizely Opal agent that generates correctly formatted UTM links for campaign tracking.

  • Challenge – Manually creating and ensuring the correctness of UTM parameters for campaign tracking is 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.

Required Optimizely products

None.

Install agent

Opal Administrators, Agent Builders, and Opal 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.

Install the agent from the Opal Agent Directory.

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

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

    screenshot of the UTM Creation entry in the Opal Agent Directory where Install Agent is highlighted

Use the agent

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

  • Campaign Name – Name of the asset or campaign 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 to differentiate between different ads or elements within the same campaign, for example, banner-ad-top or text-link-sidebar.

The agent delivers a formatted UTM link for a single channel, or a table of UTM links across all standard channels when no channel is specified.

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

Details

These are the default details for the UTM Creation agent. After you install the agent in your Opal instance, customize these details for your organization's needs. See Manage agents for instructions.

Input variables

The UTM Creation agent takes the following input:

  • Campaign Name
  • Landing Page URL
  • (Optional) Channel
  • (Optional) Content

Tools

None.

Additional details

The agent uses the following default configuration:

  • Inference level – Standard. Provides reliable answers.
  • Files – None.
  • Output – Text.

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.