---
title: UTM Creation agent
slug: agent-platform/docs/utm-creation-agent
docTags: 
createdAt: 2026-08-12T15:37:06.000Z
---

**UTM Creation** is an agent in Agent Platform. It generates correctly formatted Urchin Tracking Module (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

:::hint{type="info"}
**Note**

**Mark 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 Mark instance. See [Add users and set permissions.](../../get-started/get-started-with-optimizely-opal-for-administrators.mdx)
:::

Install the agent from the **Directory**.

1. Go to **Directory > Agents**.
2. (Optional) Begin entering *UTM Creation* or use the drop-down list filters to narrow the list.
3. Click **Install** on **UTM Creation** to add it to your Mark instance.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/FzhYNkb3NUR4vEwI6Fauq_image.png" size="100" isUploading="false" width="2066" height="1104" darkWidth="2066" darkHeight="1104" showCaption="false" indent="1"}

## Use the agent

In [Mark chat](docId\:dtNBEttEGVvkhNkwNypLM), 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 you provide none, the agent includes all channels.
- (Optional) `Content` – Additional content details. Add this to differentiate 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. When you specify no channel, it delivers a table of UTM links across all standard channels.

To use the **UTM Creation** agent in a [workflow agent](docId:2HD0fUsIsfdek516VtN9l), drag and drop it into your workflow. See [Create a workflow agent](docId\:KWaI2TBwD38sN7p74exoy).

## Details

The following are the default details of the **UTM Creation** agent. After you [install the agent in your Mark instance](docId\:hMmU72c0bkRWe0Q9JdfYV), you can customize these details based on your organization's needs. See [Manage agents](docId\:SSeNiblVMXwVvDR_lhtvI) 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.

:::hint{type="info"}
**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 applications](docId\:X5U0kKD2azV5cIdNqwGNj).
:::