Agent skill

Utm Builder

by cognyai in cognyai/claude-code-marketing-skills

UTM Parameter Strategy & Builder — naming conventions, GA4 channel grouping rules, auto-tagging, common mistakes, and BigQuery validation queries

No licenceAuto-check: notesMarketing & SEO

Install Utm Builder

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/utm-builder .claude/skills/utm-builder && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Paste into Claude Code

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .claude/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

Claude Code copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

$skill-installer

$skill-installer install https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder

Type this inside Codex. $skill-installer <name> installs a curated skill from openai/skills. The installer writes to $CODEX_HOME/skills (default ~/.codex/skills). Restart Codex if the skill does not show up.

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a codex

Project install goes to .agents/skills/; add -g for ~/.codex/skills/.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder --agent codex

Project scope by default (.agents/skills/); add --scope user for a personal install.

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .agents/skills && cp -r skills-src/skills/utm-builder .agents/skills/utm-builder && rm -rf skills-src

Use ~/.agents/skills/ instead of .agents/skills for a personal install.

Codex skills documentation · loads skills from .agents/skills/

Paste into Codex

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .agents/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

Codex copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a cursor

Project install goes to .agents/skills/; add -g for ~/.cursor/skills/.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder --agent cursor

Project scope by default (.agents/skills/); add --scope user for a personal install.

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .cursor/skills && cp -r skills-src/skills/utm-builder .cursor/skills/utm-builder && rm -rf skills-src

Use ~/.cursor/skills/ instead of .cursor/skills for a personal install.

Cursor skills documentation · loads skills from .cursor/skills/, .agents/skills/, .claude/skills/, .codex/skills/

Paste into Cursor

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .cursor/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

Cursor copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

gemini skills install

$ gemini skills install https://github.com/cognyai/claude-code-marketing-skills.git --path skills/utm-builder

--scope user (default) or --scope workspace; --path is the subfolder of the repo that holds the skill; --consent skips the security confirmation prompt.

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a gemini-cli

Project install goes to .agents/skills/; add -g for ~/.gemini/skills/.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder --agent gemini-cli

Project scope by default (.agents/skills/); add --scope user for a personal install.

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .gemini/skills && cp -r skills-src/skills/utm-builder .gemini/skills/utm-builder && rm -rf skills-src

Use ~/.gemini/skills/ instead of .gemini/skills for a personal install, then run /skills reload.

Gemini CLI skills documentation · loads skills from .gemini/skills/, .agents/skills/

Paste into Gemini CLI

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .gemini/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

Gemini CLI copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder

Installs for Copilot at project scope by default; add --scope user for a personal install. Preview a skill first with gh skill preview. Needs GitHub CLI 2.90.0 or later (public preview).

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a github-copilot

Project install goes to .agents/skills/; add -g for ~/.copilot/skills/.

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .github/skills && cp -r skills-src/skills/utm-builder .github/skills/utm-builder && rm -rf skills-src

Use ~/.copilot/skills/ instead of .github/skills for a personal install. Commit .github/skills so cloud agent and code review can use it.

GitHub Copilot skills documentation · loads skills from .github/skills/, .claude/skills/, .agents/skills/

Paste into GitHub Copilot

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .github/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

GitHub Copilot copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

skills CLI

$ npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a opencode

OpenCode documents no install command of its own. Project install goes to .agents/skills/; add -g for ~/.config/opencode/skills/.

GitHub CLI

$ gh skill install cognyai/claude-code-marketing-skills utm-builder --agent opencode

Project scope by default (.agents/skills/); add --scope user for a personal install.

Manual copy

$ git clone --depth 1 https://github.com/cognyai/claude-code-marketing-skills.git skills-src && mkdir -p .opencode/skills && cp -r skills-src/skills/utm-builder .opencode/skills/utm-builder && rm -rf skills-src

Use ~/.config/opencode/skills/ instead of .opencode/skills for a personal install.

OpenCode skills documentation · loads skills from .opencode/skills/, .claude/skills/, .agents/skills/

Paste into OpenCode

Install the "utm-builder" agent skill from https://github.com/cognyai/claude-code-marketing-skills/tree/main/skills/utm-builder into .opencode/skills/utm-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "utm-builder", then confirm the skill loads.

OpenCode copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.

Facts

Skill name: utm-builder
GitHub stars: 104
Token cost: ~4.3k tokens
SKILL.md length: 884 words
Files: 1
Skills in repo: 47
Repo updated: Jun 16, 2026
First seen: Oct 7, 2026
Licence: None found

At a glance

UTM Parameter Strategy & Builder — naming conventions, GA4 channel grouping rules, auto-tagging, common mistakes, and BigQuery validation queries

Works in 6 steps: Inconsistent Naming → UTMs on Internal Links → Missing utm_medium → …
Tasks that involve Marketing analytics
SKILL.md covers Usage, Instructions, The Five UTM Parameters and GA4 Default Channel Grouping…, plus 5 more sections
Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Utm Builder is an agent skill from cognyai/claude-code-marketing-skills. UTM Parameter Strategy & Builder — naming conventions, GA4 channel grouping rules, auto-tagging, common mistakes, and BigQuery validation queries

Its SKILL.md is about 4.3k tokens, which your agent loads only when the skill is triggered. It is a single SKILL.md file with no bundled scripts.

It sits in Marketing & SEO, covering Marketing analytics, Data warehousing and Paid advertising. It works with Google Analytics, Google BigQuery and Google Ads. The repository describes itself as: Marketing skills for Claude Code — SEO audits and implementation, ad analysis, ad optimization. Free skills need no account. $9/mo for live Search Console, Bing & LinkedIn data.

When your agent uses it

Tasks that involve Marketing analytics
Tasks that involve Data warehousing
Tasks that involve Paid advertising

Example prompts

“/utm-builder”

Requirements

Pre-approved tools (allowed-tools): WebSearch, Read, Write, Bash, mcp__cogny__google_analytics_4__tool_run_report, mcp__cogny__google_analytics_4__tool_get_property, mcp__cogny__google_analytics_4__tool_list_data_streams, mcp__cogny__google_ads__tool_execute_gaql

Workflow steps

6 steps, taken from the step headings in SKILL.md.

Inconsistent Naming
UTMs on Internal Links
Missing utm_medium
URL-Encoded Special Characters
UTMs on Organic/SEO Pages
Not Including Date in Campaign Names

What it can do on your machine

Read from SKILL.md and the folder at commit a062fb4. It shows what the files ask for, not the result of running them.

Tool permissions
Pre-approves these tools, so the agent can use them without asking each time:
- WebSearch
- Read
- Write
- Bash
- mcp__cogny__google_analytics_4__tool_run_report
- mcp__cogny__google_analytics_4__tool_get_property
- mcp__cogny__google_analytics_4__tool_list_data_streams
- mcp__cogny__google_ads__tool_execute_gaql
From allowed-tools in the SKILL.md frontmatter.
Runs code
No scripts in the folder and no shell commands in SKILL.md (its code samples are sql and html).
From the folder's file list and the shell code blocks in SKILL.md.
Network
Links to these hosts (documentation or services it may open):
- support.google.com
- cogny.com
- ga-dev-tools.google
- facebook.com
From URLs in SKILL.md, links to its own repository left out.
Credentials
Names no API keys, tokens, secrets or passwords.
From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Utm Builder loads about 4.3k tokens when it runs. Until then it costs about 39 tokens; SKILL.md has 884 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it: ~39
When it runs · the whole SKILL.md, loaded when a task matches: ~4.3k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check: notes

The automated check noted patterns worth knowing about, such as sudo or a known installer.

NotePre-approves every shell command (allowed-tools: Bash)SKILL.md

allowed-tools: WebSearch, Read, Write, Bash, mcp__cogny__google_analytics_4__tool_run_report, mcp__cogny__google_an

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

Without a licence we can't republish the file, so here is its outline and opening line. It has 884 words (~4,277 tokens).

“Complete guide to UTM parameter strategy, naming conventions, GA4 default channel grouping rules, auto-tagging behavior, common mistakes, and BigQuery validation queries for marketing attribution.”

— opening of SKILL.md by cognyai

name: utm-builder
allowed-tools: WebSearch, Read, Write, Bash, mcp__cogny__google_analytics_4__tool_run_report, mcp__cogny__google_analytics_4__tool_get_property, mcp__cogny__google_analytics_4__tool_list_data_streams, mcp__cogny__google_ads__tool_execute_gaql
version: 1.0.0
author: Cogny AI
user-invocable: true
argument-hint: <query or topic>

Outline of SKILL.md

UTM Parameter Strategy & Builder Reference
Usage
Instructions
The Five UTM Parameters
Parameter Details
GA4 Default Channel Grouping Rules
GA4 Source/Medium Mapping in BigQuery
Naming Conventions
Rules
Recommended Taxonomy
UTM Templates by Channel
Google Ads (Search)
Google Ads (Display)
Meta Ads (Facebook/Instagram)
LinkedIn Ads
Email
Organic Social
Influencer
Affiliate
Auto-Tagging vs Manual Tagging
Google Ads (gclid)
Meta Ads (fbclid)
LinkedIn Ads
When to Use Both
Common UTM Mistakes
1. Inconsistent Naming
2. UTMs on Internal Links
3. Missing utm_medium
4. URL-Encoded Special Characters
5. UTMs on Organic/SEO Pages

Read the full SKILL.md on GitHub

Files

Just SKILL.md in skills/utm-builder of cognyai/claude-code-marketing-skills.

Open the folder on GitHubat commit a062fb4

Compare with similar skills

Utm Builder next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Utm Builder compared with similar skills
Skill	Stars	Used in	Tokens	Auto-check	Licence	Repo updated
Utm Builder this skillcognyai/claude-code-marketing-skills	104	—	~4.3k	Automated safety check: Notes	None	3 mo ago
GoogleVKirill/claude-lane-stack	122	—	~1.7k	Automated safety check: Pass	MIT	2 days ago
Google Adsarnabbagxd/Brand-building-skills	720	—	~3.1k	Automated safety check: Pass	MIT	3 mo ago
Ad Conversion Tracking Setupminhnv0807/ai-business-skills	608	—	~3.7k	Automated safety check: Pass	MIT	26 days ago
Blog GoogleAgriciDaniel/claude-blog	2.3k	1 repos	~3.3k	Automated safety check: Notes	MIT	yesterday
Google Adszapier/connectors	176	1 repos	~3.7k	Automated safety check: Pass	Elastic-2.0	1 mo ago

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Questions about Utm Builder

What does Utm Builder do?

UTM Parameter Strategy & Builder — naming conventions, GA4 channel grouping rules, auto-tagging, common mistakes, and BigQuery validation queries. Utm Builder is an agent skill from cognyai/claude-code-marketing-skills.

When should I use Utm Builder?

Utm Builder fits situations like: tasks that involve Marketing analytics; tasks that involve Data warehousing; tasks that involve Paid advertising.

How do I install Utm Builder in Claude Code?

Run `npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a claude-code`. Or copy the skill folder (skills/utm-builder in cognyai/claude-code-marketing-skills) into .claude/skills/utm-builder in your project. Claude Code loads it when a task matches its description.

How do I install Utm Builder in Codex?

Run `npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a codex`. Or copy the skill folder (skills/utm-builder in cognyai/claude-code-marketing-skills) into .agents/skills/utm-builder in your project. Codex loads it when a task matches its description.

Can I use Utm Builder in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add cognyai/claude-code-marketing-skills --skill utm-builder -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/utm-builder, .gemini/skills/utm-builder, .github/skills/utm-builder and .opencode/skills/utm-builder in your project.

What does Utm Builder need to run?

SKILL.md names no scripts, command-line tools or credentials: Utm Builder is instructions for the agent only. Its frontmatter pre-approves these tools: WebSearch, Read, Write, Bash, mcp__cogny__google_analytics_4__tool_run_report, mcp__cogny__google_analytics_4__tool_get_property, mcp__cogny__google_analytics_4__tool_list_data_streams, mcp__cogny__google_ads__tool_execute_gaql.

Does Utm Builder access the network?

SKILL.md names 4 domains. As links in the text: support.google.com, cogny.com, ga-dev-tools.google and facebook.com. This is read from the text; nothing was executed.

Is Utm Builder safe to install?

Our automated static check of SKILL.md found notes only (pre-approves every shell command (allowed-tools: bash)), nothing it rates as a warning. It is not a guarantee. Review the folder before installing.

What licence does Utm Builder use?

No licence was found for Utm Builder or its repository. Without one, default copyright applies: ask the author before reusing or redistributing it.

How many tokens does Utm Builder use?

About 4.3k tokens (SKILL.md is roughly 17k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.

What are the alternatives to Utm Builder?

Skills that share tags, products or a category with Utm Builder: Google (VKirill/claude-lane-stack, 122 stars), Google Ads (arnabbagxd/Brand-building-skills, 720 stars), Ad Conversion Tracking Setup (minhnv0807/ai-business-skills, 608 stars) and Blog Google (AgriciDaniel/claude-blog, 2.3k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Utm Builder?

cognyai (a GitHub organization) maintains it in cognyai/claude-code-marketing-skills, which has 104 GitHub stars. The repository holds 47 skills in this directory. The repository was last updated on June 16, 2026.

Source: cognyai/claude-code-marketing-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.

Utm Builder

Install Utm Builder

Facts

At a glance

What it does

When your agent uses it

Example prompts

Requirements

Workflow steps

What it can do on your machine

Tool permissions

Runs code

Network

Credentials

Context cost

Safety

SKILL.md

Files

Compare with similar skills

Similar skills

Google

Google Ads

Ad Conversion Tracking Setup

Blog Google

Google Ads

SEO Google

More from cognyai/claude-code-marketing-skills

Gtm Audit

Gtm Setup

Gtm Tracking Plan

Pre Send QA

Brand Kit

Linkedin Launch Video

Questions about Utm Builder

Install Utm Builder

Facts

At a glance

What it does

When your agent uses it

Example prompts

Requirements

Workflow steps

What it can do on your machine

Tool permissions

Runs code

Network

Credentials

Context cost

Safety

SKILL.md

Files

Compare with similar skills

Similar skills

More from cognyai/claude-code-marketing-skills

Related

Questions about Utm Builder