Using a Convention in UTM URL builder

Building URLs manually, even with predefined dropdowns, can lead to errors when complex naming structures are required. A team member might forget the correct order for a campaign name (e.g., Region-Product-Objective) or select a combination of parameters that violates your tracking rules. This leads to inconsistent data that is difficult to analyze.

Applying a Convention to the URL Builder solves this problem entirely. It transforms the standard builder into a dynamic, rule-based form that actively enforces your predefined naming structures. This eliminates guesswork, prevents errors, and guarantees that every URL created by your team adheres perfectly to your data governance standards.

Method 1: Using a Convention in Form Mode Builder

Form Mode Builder is ideal for creating one or a few tracking URLs at a time while still enforcing the rules of your convention. It offers two layouts for building your URLs: the standard Vertical Layout for a detailed, step-by-step view, and the compact Field Mode for quick, horizontal data entry.

1. Vertical Layout

This is the standard, most common view, which presents each field on its own line for maximum clarity.

1. Navigate to the Builder: From the main navigation menu, click URLs > Build Tracking URL. 

2. The builder will open in the Vertical Layout of the Form Mode Builder by default.

3. Select Your Convention: At the top of the builder, select your desired convention from the Apply a convention dropdown (e.g., Email Convention). The form will dynamically update.

4. Enter Destination URL: In the DESTINATION URL/S field, enter the web address you want to send traffic to. If adding multiple, place each URL on a separate line.

5. Fill in Parameter & Info Fields: In the PARAMETERS / INFO FIELDS section, fill in the values based on your convention's rules. 

• Labels (Optional): Add or select label(s) to organize this URL.
• Notes (Optional): Add notes about the URL labels for your team.
• Short URL (Optional): A short URL is automatically generated. You can customize the back-half to be more memorable (e.g., qa.ter.li/w-newsletter). Our guide can show you how to customize the back-half of short URLs for better branding.

6. Save the URL: Click Save. The final, fully tagged URL will be created according to your convention's rules, like this:

https://www.mycompany.com/case-studies/acme-corp-success?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-20250925

2. Field Mode

Field Mode is a compact, horizontal layout that is ideal for users who are already familiar with a convention and want to enter data quickly.

1. Navigate to the Builder: From the main navigation menu, click URLs > Build Tracking URLs. 

2. Select Your Convention: Select your desired convention from the Apply a convention dropdown at the top of the builder. The form will update to show your custom fields. Since this convention has the Field Mode enabled, you will see the compact horizontal view.
3. Fill in the Builder Fields: 

• Destination URL(s): Enter one or more destination URLs. 
• Convention Fields: The standard UTM fields will be replaced by the specific fields you created in your convention. Fill in the required values.

4. Complete Miscellaneous Fields (Optional): In the MISC section, add organizational data like Labels, Notes, and a custom Short URL.
5. Save the URL: Click Save. Your final, fully tagged URL will be created.

Method 2: Using a Convention in Grid Mode Builder

Grid Mode Builder is a powerful, spreadsheet-like interface for creating many URL variations in bulk while adhering to a convention. 

1. Navigate to Grid Mode Builder: From the main navigation, click URLs > Build Tracking URLs. At the top of the page, select Grid Mode URL Builder from the dropdown menu.

2. Apply Convention: Once in Grid Mode Builder, select your convention from the Apply a convention dropdown. The grid will reconfigure to match your convention's specific columns.
3. Populate the Grid: Add your data to the spreadsheet-like interface. You can either enter values row-by-row manually or use the special Control Row at the top to generate all possible combinations of your parameters at once.
4. Generate and Save: Once your data is entered, click Save to generate all the tracking URLs in bulk.

For a complete walkthrough, including detailed explanations of the Control Row, different Column Data Types, and advanced features, please refer to our comprehensive guide on How to use Grid Mode URL Builder.

Best Practices for Using Conventions

• Test in Form Mode First: Before generating hundreds of URLs in Grid Mode, build a single test URL in Form Mode first. This helps you confirm that your convention's logic and output are exactly what you expect.
• Use Descriptive Convention Names: Give your conventions clear, descriptive names (e.g., "PPC Campaign - Google Ads" or "Social Media - Blog Posts"). This makes it easy for your team to select the correct one from the dropdown menu.
• Provide Guidance with Notes: When building your convention, use the Notes field for each component. These notes will appear as helpful tooltips in the URL Builder, guiding your team on what each field means.
• Start Simple: A convention should simplify your workflow. Start with a simple, straightforward structure and only add more complexity (like dependencies and parent fields) as your needs evolve.

Using a Convention transforms the URL Builder from a simple form into a powerful tool for enforcing data governance. Whether you are creating a single link in Form Mode or hundreds of variations in Grid Mode, conventions ensure every URL is perfectly structured, leading to cleaner, more reliable analytics.