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utm-builder

Build consistent, correctly structured UTM parameters for ad URLs so traffic shows up cleanly in analytics. Use when a user needs UTM tags, tracking URLs, campaign links, or their analytics source/medium data is a mess.

Quality

78%

Does it follow best practices?

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SecuritybySnyk

Passed

No findings from the security scan

Fix and improve this skill with Tessl

tessl review fix ./packages/claude-directory/skills/utm-builder/SKILL.md

The canonical home for this skill is utm-builder in Synter-Media-AI/plugin

SKILL.md
Quality
Evals
Security

Quality

Content

67%Weight 40%Scale 1-5

Reviews the quality of instructions and guidance provided to agents. Good implementation is clear, handles edge cases, and produces reliable results.

A compact, well-targeted instruction skill with concrete parameter definitions and a genuine verification step. Its weaknesses are structural redundancy between the two Rules sections and the absence of a worked example URL or an explicitly ordered workflow.

Suggestions

Merge "Rules that keep data clean" and "Rules" into a single section — they repeat the same naming-convention and parameter-survival guidance, which costs tokens and muddies the message.

Add one fully assembled example of a tagged URL (e.g., https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=...) to make the guidance copy-paste ready.

Rewrite "Wire it up" as a short numbered sequence (tag URLs → verify parameters survive redirects → check ga4_get_report after traffic starts) so the order of operations is explicit.

DimensionReasoningScore

Conciseness

The body is lean and assumes Claude already knows what UTMs are, but the "Rules that keep data clean" and "Rules" sections substantially duplicate each other ("One convention, applied everywhere" vs "Enforce one naming convention"; "confirm the parameters survive" vs "Verify the tagged URL resolves"), which is more than minor tightening — matching the 'mostly efficient but could be tightened' anchor.

3 / 5

Actionability

Concrete guidance is present: enumerated parameters with example values (google, cpc, paid_social), explicit naming rules (lowercase, no spaces), and a real verification command (`ga4_get_report`). It stops short of fully copy-paste-ready coverage because no worked example of a complete tagged URL is given, so it does not reach the top anchor.

4 / 5

Workflow Clarity

"Wire it up" lays out a real sequence (apply convention, confirm parameters survive redirects, check in analytics after traffic starts) with before-launch and post-launch validation, but the sequence lives in prose and is fragmented across two overlapping Rules sections rather than an explicit ordered list, fitting 'clear sequence with most checkpoints present; minor gaps'.

4 / 5

Progressive Disclosure

The skill is under 50 lines with no external references needed and is organized into clear sections, which supports the simple-skill exception; however, the duplicated Rules sections are a genuine minor organization gap, so it scores 4 rather than 5.

4 / 5

Total

15

/

20

Passed

Description

78%Weight 40%Scale 1-5

Based on the skill's description, can an agent find and select it at the right time? Clear, specific descriptions lead to better discovery.

A strong description with an explicit what-and-when structure and natural trigger phrases. Its main gaps are modest capability breadth in the 'what' statement and slight trigger overlap with general analytics skills.

DimensionReasoningScore

Specificity

"Build consistent, correctly structured UTM parameters for ad URLs" names the domain and one concrete action, but the description does not enumerate several distinct capabilities, matching the '1-2 concrete actions, not comprehensive' anchor rather than the 'several specific actions' anchor above.

3 / 5

Completeness

It clearly states what the skill does ("Build consistent, correctly structured UTM parameters for ad URLs") and explicitly answers when with a "Use when" clause listing concrete trigger phrases, matching the top anchor exactly.

5 / 5

Trigger Term Quality

"UTM tags, tracking URLs, campaign links" and "analytics source/medium data" are natural phrases users would say, giving good keyword coverage, but a few common variations (e.g., "tracking links", "tagging links") are missing, so it falls short of the comprehensive-synonyms anchor.

4 / 5

Distinctiveness Conflict Risk

UTM building is a distinct niche with distinct triggers, but the trigger "their analytics source/medium data is a mess" creates minor overlap risk with analytics reporting/cleanup skills, so it fits 'mostly distinct; minor overlap risk' rather than 'minimal conflict risk'.

4 / 5

Total

16

/

20

Passed

Validation

100%

Checks the skill against the spec for correct structure and formatting. All validation checks must pass before discovery and implementation can be scored.

Validation — 16 / 16 Passed

Validation for skill structure

No warnings or errors.

Repository

Synter-Media-AI/plugin

Path

packages/claude-directory/skills/utm-builder/SKILL.md

Reviewed

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