UTM Link Builder

Platform macros

Ad systems can insert the campaign ID, the ad ID, and the keyword into a tag on their own. The syntax differs: Yandex Direct and Google Ads use single curly braces, while VK Ads and myTarget use double braces. Mixing them up is easy, and the mistake shows up in a report only a week later.

Pick a platform, and its macros appear next to the fields. A click inserts the macro wherever your cursor is, and value cleanup leaves it untouched: whatever sits inside the braces must stay exactly as the system expects it.

The erid token

Online advertising in Russia has carried a mandatory marking since September 2022, and the token from the ad data operator goes straight into the link. It has its own field: erid stands as a separate parameter, and it should not go inside utm_content.

Mistakes that break your statistics

• Cyrillic letters turn into a string of percent codes in the link;
• Capital letters make reports count Sale and sale as different campaigns;
• Spaces become %20 and ruin the link;
• A parameter repeated from the original address gets ignored: systems keep the first value and silently drop the second;
• An http address that redirects to https loses the tags along the way.

The check names every mistake and explains what it leads to. You can clean up the values with a button, or leave them as they are: the tool never rewrites what you typed without asking.

Breaking down someone else's link

The reverse task comes up just as often: paste a link with tags, and it splits into the address, the tags, and the remaining parameters. Russian values show up as words, not percent codes. This is how you analyze someone else's ads and check what a contractor sent over.