User guide

UTM Builder works with client environments. One environment is one advertiser: it holds the brands, the tagging policy, the campaigns and the audit log. Within an environment, one or more parties — external agencies or an in-house team — each build their own links.

Getting in:

1. Open the sign-in page via the button in the top right.
2. Sign in with your e-mail address and password, or with your Google account.
3. You land on the environment picker. Click the environment you want to work in.

If you have access to several environments, you pick one first each time. That choice stays visible in the address of every page, so you never mix up data from two advertisers. You switch environments at any time with the switcher at the top of the sidebar.

Agencies and their team members never enter on their own: they are invited with a personal link tied to one environment, one party and one role. See 'Inviting agencies and teams'.

The policy defines which data must be attached to every campaign link. It belongs to a brand, not to the organisation: if you run several brands, you set a policy per brand. Only the client administrator (klant_admin) configures this.

Creating a brand and fixing its domain:

1. Open 'Policy' in the sidebar and click 'New brand'.
2. Give the brand a name and add its domain, for example example.be.
3. Add extra domains if your campaigns run on several sites. The first domain is the primary domain; the last remaining domain of a brand cannot be removed.

Next you decide, per channel, which parameters are required. You do that with channel templates:

1. Open the brand and choose 'New channel template'.
2. Start from the channel library — Google Ads, Meta, TikTok, LinkedIn, e-mail and more — or build your own channel. The library pre-fills the usual parameters, including the macros the platform fills in itself.
3. For each parameter rule, define the allowed values. Only values from that list pass the check later.
4. Add brand-specific parameters if you want to measure more than the standard UTM fields, such as your own ad identifier.

If you change the policy later, the new version applies to new links. Links that were already approved remain unchanged and traceable in the log.

Links are built inside a campaign. Every campaign belongs to one party: an agency only sees its own campaigns and links, never those of another party.

A campaign and a first link:

1. Open 'Campaigns' in the sidebar and click 'New campaign'.
2. Give the campaign a name and choose the brand you are advertising for.
3. Open the campaign and click 'New link'.
4. Enter the destination and choose the channel. The builder only shows the parameters the policy requires for that channel.
5. For each parameter, pick a value from the allowed list, or use a macro if the platform fills it in itself.
6. Save the link. It now sits in the campaign as a draft.

On save, UTM Builder immediately checks the link against the policy: are parameters missing, is a value not on the list, is the format wrong, or is a macro in the wrong place? Blocking errors appear in red, warnings in orange. You adjust the link until the check passes without blockers.

Once the link is correct, you submit it for approval with the 'Submit' button. Its status becomes 'submitted' and it appears in the advertiser's approval queue. While a link is submitted you can no longer edit it; if the advertiser rejects it, it becomes a draft again that you can adjust and resubmit.

Approval is done by the advertiser: the client administrator, or someone with read access who was granted approval rights. Agencies and their staff do not see the approval page; they track the status on their own links.

How approval works:

1. Open 'Approval' in the sidebar. You see all submitted links from all parties.
2. Open a link and check its structure and the validation result.
3. Approve, or reject with a reason. That reason is shown to the person who submitted the link, so they know what to change.

An approved link is frozen: it can no longer be edited or deleted. What was published always remains exactly traceable.

Everything that happens — campaigns created, links submitted, approvals and rejections with reasons — lands in the audit log. Open 'Log' in the sidebar to see who did what and when. The log is kept indefinitely, in every plan.

Every party that builds links — an external agency or an in-house team — is a party within the environment. The number of parties and users is unlimited; invited agencies pay nothing.

Creating a party and inviting someone:

1. Open 'Parties' in the sidebar and click 'New party'.
2. Choose the type: external agency or in-house team. The app then uses the word that matches the type.
3. Create an invitation: choose the role (party administrator or team member) and send the link.
4. The invitee opens the link, creates an account or signs in, and lands directly in your environment.

An invitation link is personal and expires after fourteen days. If it has expired, you simply send a new one. A party administrator can then invite their own team members; they cannot change the policy.

Who can do what inside an environment:

• Client administrator (klant_admin): everything. Defines and changes the policy, invites and removes parties, approves or rejects links, reads the full log.
• Party administrator (partij_admin): builds and submits links, and manages the members of their own party. Does not change the policy.
• Team member (partij_medewerker): builds links and submits them for approval.
• Read only (alleen_lezen): views the policy, campaigns and log without changing anything.
• Platform administrator: manages environments and the channel library, and turns trial environments into permanent ones. Does not read campaign data.

Roles apply per environment. Someone can be a party administrator in one environment and a read-only viewer in another.

Anyone who requests a demo immediately gets a trial environment: their own environment with a brand on the domain from their e-mail address and an invitation to enter. The trial lasts fourteen days and ends by itself; no payment is attached. The platform administrator can make the environment permanent — the trial label disappears — or delete it.

Frequently asked questions:

• Does our agency pay anything? No. Invited parties and their team members pay nothing; the advertiser pays per environment.
• How many agencies or users can join? Unlimited, in every plan.
• What happens to the log if we leave? The log is kept and can be exported on request.
• Can an agency become a customer itself? Yes, an agency can take its own environment for its portfolio. Inside your environment, the advertiser always remains the client administrator.

Is your question not listed? E-mail hello@itsolutions.be — we reply within two working days.