UTM Campaign Manager
A builder gives you one URL. A campaign manager gives you the fifty links that campaign actually needs, built the same way, saved in one place and findable a year later.
Where a URL builder stops being enough
The first few links are fine. You open a builder, type the values, copy the URL, paste it into the email. It takes a minute and nothing goes wrong.
The trouble starts at about link twenty, usually across three people and two weeks. Somebody needs the exact campaign value that was used last Tuesday and cannot find it. Somebody builds a second link to the same landing page without knowing the first one exists. Somebody spells the medium differently. And when the campaign is over and you want to compare it against the same campaign last year, nobody can remember what it was called.
None of that is a builder problem. A builder has no memory, by design. It is a records problem, and it needs something that keeps the records.
From one URL to a managed campaign
Each step is the answer to a question the step before it cannot answer.
1. Build the URL
Five parameters, joined to a destination and encoded properly. The free TagPipes UTM Builder does this in your browser, and for a one-off link it is all you need.
2. Build it against a campaign
In Relay a link belongs to a campaign record rather than floating on its own. The campaign carries its own agreed value, an owner and a team, and optionally the dates it runs between. Every link built against it inherits the campaign value, so it is the same for all of them by construction rather than by care.
3. Build it from a template
The campaign is attached to a naming template that decides which parameters a link has to carry. A link that is missing a required parameter is refused at the point of saving, with a message naming the field and the template that asked for it.
4. Find it again later
Saved links live in a searchable library. You can list a campaign's links, see which of them fail the rules you have in place now, and open any one of them to see what it points at and when it was last edited.
What the campaign manager holds
Described as it behaves. Anything Relay does not do yet is not on this page.
A campaign record
Name, the campaign value your links will carry, an owner and a team, a status, and the window it runs between. An end date means the end of that day, so a campaign ending on the 31st is still running on the 31st.
Links that belong to it
A link is built against a campaign and keeps that relationship. Deleting a campaign does not delete its links, which is deliberate: the links may still be live somewhere you cannot recall them from.
A naming template
The set of parameters a link must carry, in the order they should appear in the final URL. Companies start on a standard five-field UTM template and can attach their own.
Validation at creation
Required parameters, a destination that has to be present and well formed, and a duplicate check. A refused link is never created, so there is no half-made record to clean up afterwards.
A searchable library
Every saved link, with search and filters, and a badge on the rows that do not satisfy the current rules. Links created before a rule existed are visible rather than silently grandfathered in.
Editable without breaking
Changing a parameter on a saved link rebuilds the final URL from the record, so what is stored and what the link does cannot drift apart. Removing a parameter removes it from the URL too.
What people search for, and what it is called in TagPipes
Relay is the module name inside the product. These are the same thing.
| What you are looking for | In TagPipes | What it means in practice |
|---|---|---|
| UTM builder | The Relay link builder | A form whose fields come from your naming template, with the final URL previewed as you fill it in |
| UTM campaign manager | Relay campaigns | A campaign record with an agreed campaign value that every link built against it inherits |
| Campaign link manager | The Relay link library | The searchable list of every link saved, with its campaign, destination and current state |
| UTM governance | The Relay naming template and save gate | The rules a link must satisfy before it can be created, applied at creation rather than audited later |
The free UTM Builder on this site is a separate thing: no account, no records, nothing saved. It is the right tool for a single link and it stays free.
Generating one URL is easy. Managing hundreds is not.
The builder above is free and always will be. Relay is the part of TagPipes for when one link becomes a taxonomy somebody has to keep straight.
Free UTM Builder
- Build one tagged campaign URL from the five standard parameters
- Keeps the query parameters already on your destination
- Encodes the values correctly, so nothing breaks in an email client
- Optionally lowercases and hyphenates, so casing never splits a report
- Copy the URL and go. No account, no login, nothing stored
TagPipes Relay
- Links are saved against a campaign, so you can find one again next quarter
- A naming template decides which parameters a link must carry before it can be saved
- A link that duplicates an existing destination and parameter set is refused, not quietly created
- A searchable library of every link the team has built
- Editing a saved link rebuilds its URL, so the record and the link never drift apart
Relay is part of TagPipes and needs an account. What Relay is.
Frequently asked questions
More on managing campaign links
The rest of the Relay pages, and the free builder for when you only need one URL.
- Campaign Link ManagerFind, reuse and keep track of the links a campaign is already using.
- UTM GovernanceAn agreed naming template, enforced when the link is created.
- Agency UTM ManagementMany clients, many properties, one taxonomy per client.
- UTM BuilderBuild one tagged campaign URL. Free, no signup, nothing leaves your browser.
- Campaign URL BuilderThe same builder, with the naming decisions spelled out before you tag.
- GA4 UTM BuilderWhere each parameter lands in a GA4 report, and what GA4 does with it.
- Relay overviewEverything the Relay module does inside TagPipes.
Stop rebuilding links you have already built.
Relay is part of TagPipes. Build a campaign URL in the free builder, then save it into Relay from the result: the destination and the values you typed carry across, and your account and first campaign are created as you register.
Start with a free campaign URLGenerating a URL is free and needs no account. You register only when you save one into Relay.
Already have an account? Log in.