Using the Google Analytics URL Builder

BL.INK's URL Builder empowers marketers to build, measure, and manage analytics tracking parameters in URLs.

With URL Builder, multifunctional teams can standardize, analyze and optimize paid advertising, email, SMS, and other digital campaigns. This article covers setting up the Google Analytics URL Builder and creating new links with the URL Builder.

Setting up the Google Analytics Campaign URL Builder

To configure the settings for the Google Analytics URL Builder, a user must be an account owner or account administrator. To configure the settings for the URL Builder, start by logging in to BL.INK. On the left-hand side, click Admin > URL Builder.

On this page, users may enter the labels used for each parameter. 

By default, BL.INK includes the following parameters in the Google Analytics Campaign URL Builder:

Campaign Source
This helps to identify a search engine, newsletter name, or another source of click traffic
Campaign Medium
This helps to identify a medium such as email, cost-per-click, social media, or QR code
Campaign Name
This field is for keyword analysis. Enter terms that help to identify a specific promotion or campaign
Campaign Term
This is used for paid search. Be sure to note the keywords for this ad or promotion
Campaign Content
This field is used for A/B testing and content-targeted ads or promotions. Enter terms to differentiate ads or links that point to the same URL

Tips when Setting up the URL Builder

Make sure to enter only one item per line. Each line will show up as an option when configuring the UTM parameters for new or existing links. 

If the UTM parameters are code names or shortened, users may use the value|Label format to distinguish between the code and an easy-to-read label for users creating new links. 

For example, if fb is the UTM parameter for Facebook, users may enter fb|Facebook as the parameter. fb will remain as the UTM parameter and will be sent to Google Analytics. The label is what is shown in the drop-down menu in BL.INK for users when adding a new link. In this example, this value will show as Facebook so that users do not have to guess what fb means.


The value|Label format is not required -- this is just an option to avoid confusion for internal teams.

To indicate a blank or empty field, use {empty} when configuring the Google Analytics URL Builder. An empty field can be used in the event that one of the parameters does not need to be defined.

To set a default value, use an * (asterisk) after the value. For example, if by default the Campaign Medium is email, users would type email* in the field for Campaign Medium. This will set email as the default value and will be automatically selected from the drop-down options when creating a new link with the URL Builder. 

If a field on the URL Builder settings page is left blank, users will see a text field when using the URL Builder to add new links. The field may be left blank, or users may type custom parameters into the text field.

Creating Links with the Google Analytics URL Builder

Links can be created individually or in bulk with the URL Builder.

Creating Individual Links with the URL Builder

To create a new link using the URL Builder, start by logging in to BL.INK. Select the domain in the drop-down menu at the top of the dashboard, and click New Link > Branded Link. Follow the steps as covered in this article. After entering the long URL, choosing the keyword, and assigning tags, redirect type, archive/delete date, click the drop-down menu that says Choose URL Builder and select Google Analytics.


The fields for Campaign Source, Campaign Medium, Campaign Name, Campaign Term, and Campaign Content will appear. 

Some fields may appear as drop-down menus and some may appear as text fields, depending on what was set in the URL Builder settings. Select the parameters from the drop-down menus or enter text in the text fields, and then click Save to save the new link.


Creating Links in Bulk with the URL Builder

Users may create links in bulk with the URL Builder using BL.INK’s import process. Below, there are downloadable links for the CSV and Excel templates that include columns for each of the parameter fields.

Download the CSV template here

Download the Excel template here


The file must be a .CSV when importing to BL.INK. If using the Excel template, make sure to export as a .CSV when the file is ready to be imported to the dashboard.

Once you have downloaded the template, fill in the fields for each column - some fields are optional and some are mandatory. Be sure to check out the article linked above for more information on the import format. 

The sample files above include the columns for each of the parameters. When inputting a parameter, please make sure it matches the parameters used by your organization to avoid any issues with tracking in Google Analytics.

Once the file is ready, export it as a .CSV, log in to BL.INK, and navigate to Links > Import. Under Choose URL Builder select Google Analytics. 

Click Upload .csv file to search your computer for the file. Select the file and then click Import Links. The import will start, and we’ll email the user that imported the file once it completes. Users may also check the status of the import or for any errors by clicking View Import History at the top of the Import page.

For more questions about using the Google Analytics URL Builder, please submit a ticket.

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