---
title: UTM Measurement skill
slug: agent-platform/docs/utm-measurement-skill
docTags: 
createdAt: 2026-10-06T00:00:00.000Z
---

The **UTM Measurement** skill is an org skill in the Optimizely Opal Skills Directory that standardizes your campaign tracking parameters and attribution conventions so web traffic is measured consistently across every channel, team, and tool.

It applies to everyone in your organization. An administrator installs and configures it once.

## Skill details

- **Shortcut** – `/utm-measurement`
- **Type** – Org skill
- **Setup** – Required

## What the skill does

- Makes every tracked link, campaign name, ad name, and UTM value follow one taxonomy, so traffic reports cleanly and joins to leads, pipeline, and revenue.
- Builds paste-ready tracked URLs and designs or extends your naming convention.
- Audits links and platform exports before launch with an 11-check quality table and a launch verdict.
- Specifies UTM capture and consent handling, and explains why CRM leads don't match analytics sessions. Off-list values are flagged, never improvised.

## Before you begin

- You must have the **Manage Instructions** permission to install this skill. If you do not, click **Request** in the Skills Directory to ask an administrator to install it.
- Opal works best with a connected analytics, tag management, ad platform, or CRM tool. Without one, paste exports. Checks that Opal can't verify are marked "Not verifiable".
- Have your answers and files ready. Opal asks for them during setup.

## Information Opal asks for

Opal asks for the following during setup. You can skip optional items.

- **Business, Tracked Sites, and Systems of Record** (Required) – Your business, the domains that count as internal, and the system that anchors lead, pipeline, and revenue numbers.
- **Campaign Naming Convention** (Required) – The structure of your campaign names and the approved values for each field. If you don't have one, list your regions, products, and campaign types, and Opal proposes a structure for your approval.
- **Approved Taxonomy File** (Optional) – Often a spreadsheet, with approved content slugs.
- **Source, Medium, and Platform Exceptions** (Optional) – If you skip this, a built-in source and medium table applies.
- **How Tracking Is Captured Today** (Optional) – Including conversion events. If you skip this, Opal assumes only analytics session attribution.

## Install the skill

1. Go to **Directory > Skills**.
2. Find **UTM Measurement** and click **Install**.
3. In the **Setup required** dialog, click **Set up in chat**.
4. Answer Opal's questions and upload any files it asks for.
5. Confirm the details when Opal asks.

For details about browsing, installing, updating, and uninstalling skills, see [Skills Directory overview](docId\:jw_PeWvKOXocy3ihL5h9w).

## Use the skill

After setup, enter `/utm-measurement` in Opal Chat to run the skill on demand. Opal also applies it automatically when your request matches its **When to use** conditions. Try prompts like the following:

- *Build tracked links for our paid social and email campaign launching next week.*
- *Audit this export of ad names and links before launch.*
- *Why don't our CRM leads match analytics sessions?*

## Things to know

- Your taxonomy is a snapshot. Opal flags new regions, products, or events as off-list until you edit the skill or update the file.
- A typo in an approved value becomes part of the taxonomy and spreads into every link built afterward.

## Update the skill

When Optimizely publishes a new version, **Update** displays on the skill's card in the Skills Directory. Opal keeps the information you provided during setup and asks only for anything the new version adds. See [Update a skill](docId\:jw_PeWvKOXocy3ihL5h9w).

## Related skills

- [GA4 Report Guidelines skill](docId\:WiOyvKex4g64DQqEQnPSu)
- [Google Ads Report Guidelines skill](docId\:BashTeMhSjc7sa0Y4l4OG)
- [LinkedIn Ads Report Guidelines skill](docId\:SXimaVTsQcMUepvNbW39w)

:::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).
:::