Before running a campaign for a client, we need at least four things that usually require three separate tools: UTM tracking links for each channel, Open Graph tags for the landing page, a QR code for any print materials, and a brief the client can review before we spend anything. We built the Campaign Kit to generate all of that from a single input, one campaign name, one destination URL, channels selected. Everything comes out consistent, named correctly, and copy-ready.
Campaign name
Auto-slugified as the utm_campaign value (e.g. spring_sale_2026).
Destination URL
Page title
Meta description (optional)
Enter campaign details above.
Ready to paste into Notion, Slack, or a client brief.
The most common campaign tracking mistake we see isn’t a bad UTM builder, it’s inconsistency. Someone builds a UTM link in a spreadsheet, a different person builds another one slightly differently, the social team uses Facebook (capital F) while the email team uses facebook (lowercase), and you end up with split data in GA4 that’s impossible to reconcile.
The Campaign Kit solves this at the source: you enter the campaign name once, and every output (every UTM link, every tag, the brief) uses the same automatically slugified identifier. Spring Sale 2026 becomes spring_sale_2026 everywhere, automatically.
UTM links for every selected channel: Google Ads, Meta (Facebook), Meta (Instagram), LinkedIn, Email, and a print/QR version. Each link uses the correct source and medium conventions for its platform, and every link uses the same campaign name slug.
Open Graph meta tags: built from the page title and description you enter, ready to paste into your page’s <head> before the campaign goes live. Your social previews will look right when the links start getting shared.
A print QR code: if you select the Print / QR channel, the kit generates a QR code linked to the print-specific UTM URL (so print traffic is tracked separately from digital). Download as SVG for print or PNG for digital use.
A campaign brief: a structured text summary of the campaign name, destination URL, all channel links, and the OG tags, formatted for pasting into Notion, Slack, or a client-facing document. One copy → everything the team needs.
Use individual tools (UTM Builder, OG Generator) for one-off tasks, a single link, fixing existing tags, testing. Use the Campaign Kit when you’re launching anything that touches multiple channels at once: a product launch, a seasonal promotion, a retargeting push, an event. The consistency payoff is only meaningful when you have multiple outputs that need to match.
What is a campaign brief and who is it for? The campaign brief is a structured text summary that includes the campaign name, destination URL, all generated UTM links organized by channel, and the Open Graph meta tags. It’s designed to be copied into a project management tool (Notion, Asana, ClickUp), pasted into a Slack message, or sent to a client for review before spend starts. The goal is one document that gives everyone involved (designer, paid media manager, client) exactly what they need.
Can I use this for organic social posts, not just paid campaigns? Yes. The Instagram Organic preset uses utm_medium=social instead of paid_social, and the campaign name is the same regardless of paid vs. organic. You can add UTMs to any link you share (paid or organic) as long as you’re not adding them to internal links on your own website.
How are the UTM campaign names formatted? The Campaign Kit automatically converts your campaign name into a slug: lowercase, spaces replaced with underscores, special characters removed. “Spring Sale 2026” becomes spring_sale_2026. This is applied consistently to every link generated, so your GA4 reports will group all channels under the same campaign name with no manual cleanup.
Does the QR code link to the same URL as the other channels? No, the QR code gets its own UTM link with utm_medium=print and utm_source=qr-code, so print traffic is tracked separately from your digital channels in GA4. This lets you compare, for example, whether your flyer or your Facebook ad drove more conversions from the same campaign.
What image size should I use for the OG image? 1200×630px at 72dpi is the widely accepted standard for Facebook and LinkedIn. Twitter/X renders well at 1200×628px with the summary_large_image card type. If you only have one image, 1200×630px works across all four platforms this tool previews.
Setting up campaigns but spending more time on tracking and setup than on the actual campaign strategy? We manage Google Ads and social campaigns end-to-end for small businesses, tracking, copy, creative briefing, and optimization included.