How to Build UTM Links with Claude (Without Breaking Your Naming Rules)

Why not just ask Claude to write the UTM parameters?

You can paste a URL into any AI assistant and ask it to add UTM tags. It will. The trouble is that it has never seen your naming conventions, so it guesses: utm_source=Facebook on Monday, fb on Tuesday, meta on Wednesday. Analytics tools treat each spelling as a separate source, so one channel ends up split across three rows.

Connecting Claude to UTMLoop fixes this. Through the UTMLoop MCP server, Claude builds links inside your workspace, so it uses your templates and your allowed values. If it picks a value your team doesn't allow, UTMLoop rejects the link and tells Claude which values are allowed, and Claude corrects it.

Step 1: Connect Claude to UTMLoop

In Claude on the web or desktop, open Customize, then Connectors, and choose Add custom connector. Paste https://app.utmloop.com/api/mcp and click Add, then Connect. A browser window opens so you can sign in to your UTMLoop account. There is no API key to copy. On a Team or Enterprise plan, an owner adds the connector under Organization settings first, as Anthropic's connector guide (linked under Sources) explains.

In Claude Code, run claude mcp add --transport http utmloop https://app.utmloop.com/api/mcp, then type /mcp to sign in. ChatGPT, Cursor and VS Code work too; the setup steps for each are on the MCP page.

Step 2: Ask for links, and preview them first

Ask in plain language, for example: "Tag our webinar page for LinkedIn, the newsletter and X using the Events template. Show me the links first." Claude checks your project's naming rules, then shows you the exact tagged URLs without saving anything.

When the links look right, say so and Claude saves them. Each one gets a short link on your domain and appears in UTMLoop with the rest of your links, labelled in the activity log as created by an AI assistant.

Step 3: Check links other people built

Paste a link from a colleague or an agency and ask, "Is this link OK to use?" Claude checks it against your rules and lists anything wrong: a missing campaign, a capitalized source, a medium your team doesn't use, or something that looks like personal data in the URL.

You can also ask Claude to find problems across your whole library, such as "Find any links to /pricing that are missing utm_campaign."

Step 4: Ask how a campaign is doing

Ask "How is the spring-launch campaign doing this month, by source?" and Claude answers with visits, QR scans and conversions for that campaign, broken down by source and medium and compared with the month before. It matches the campaign name even if some links spell it with dashes and others with underscores, and points out the split.

Keeping control of what Claude can do

Claude asks before any change, because every UTMLoop tool tells it whether it only reads or makes changes. In UTMLoop, Settings lists every connected app: switch one to read-only, or revoke it and it stops working on its next request.

Read-only access, checking links, searching and reporting, is included on the Free plan. Creating and changing links needs Pro or the Lifetime Deal. See pricing for the full comparison.