UTM Creation agent
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.
Install agent
Note
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,
- Go to Agents > Agent Directory.
- Select UTM Creation.
- Click Install Agent to add the agent to your Opal instance.
Use the agent
In Optimizely 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
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
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.
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applicationsTurn generative AI off across Optimizely applications.