Adler University
Digital & Web Tools
UTM Builder
Generate tracking URLs for Adler campaigns
Campaign details
The destination page the user will land on. Must start with https://adler.edu or a valid subdomain.
The domain should be https://adler.edu or
https://subdomain.adler.edu.
You can add or edit the path, for example: /programs/ma-counselling-psychology.
You can add or edit the path, for example: /programs/ma-counselling-psychology.
Identifies who sent the traffic (platform, partner, vendor). Example: google, facebook, newsletter.
Identifies how traffic arrives (channel type). Example: paid_search, email, paid_social.
Campaign name for reporting/grouping. Example: fall_2026_launch, open_house, lead_nurture.
Optional: keyword or audience segment. Commonly used for paid search keywords or segmentation.
Optional: variation/creative name. Example: banner_a, email_header_cta, button_blue.
Used to identify who generated the UTM link in the Teams message.
Use your Adler email (example: name@adler.edu).
Generated URL
Copied!
Your UTM URL will appear here.
Tip: Keep sources/mediums consistent across all campaigns.
Internal utility · Not for external marketing use.
How to Use
Click a step to expand details.
Workflow
1
Enter the Base URL
Paste the final destination page you want to track.
Paste the final destination page you want to track.
Example: https://www.adler.edu/programs/ma-psychology/
Best practices: Always include https:// and avoid redirects.
The domain needs to be https://adler.edu/path_name or https://sub_domain.adler.edu
The domain needs to be https://adler.edu/path_name or https://sub_domain.adler.edu
2
Choose your UTM Source
Identifies where the traffic comes from (platform, partner, vendor).
Identifies where the traffic comes from (platform, partner, vendor).
| Channel Type | Value |
|---|---|
| Google Ads | |
| QR Code | qr |
| Organic Social | organic-social |
3
Choose your UTM Medium
Describes how the traffic arrives (channel type).
Describes how the traffic arrives (channel type).
| Use Case | Value |
|---|---|
| Email campaigns | |
| Paid social | paid_social |
| Organic social | social |
| Paid search | cpc |
| Display ads | display |
| QR codes | offline |
4
Set the Campaign Name
Identifies why the link exists.
Identifies why the link exists.
Naming formula: initiative_term_year
- fall_2026_applications
- spring_2026_open_house
- faculty_research_webinar
- chicago_clinic_awareness
5
Optional Fields
Use only when extra detail is required.
Use only when extra detail is required.
UTM Content
Differentiates multiple links pointing to the same URL.
| Placement | Example Value |
|---|---|
| Hero CTA button | hero_cta |
| Footer link | footer_link |
| Inline text link | inline_text |
| Image banner | image_banner |
UTM Term
Primarily used for paid search keywords.
Example: trauma_psychology_program
6
Share the URL
Copy, send to Teams, and add to the spreadsheet.
- The tool builds the tracking URL for you.
- Use Copy URL to paste into your channel.
- Send a message in Teams.
- Add the generated UTM to the spreadsheet.
- As a backup, there is a database storing all the URL's that can be viewed here