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Before creating templates, agree on your team’s naming convention. The UTM naming convention playbook defines the approved source, medium, and campaign values your templates should use.
A UTM template is a saved set of UTM values (source, medium, campaign, term, content) you can apply with one click in the link builder. Workspace-scoped. Track how often each is used.
UTM Templates page - template cards showing source, medium, campaign tags and usage counts

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When to use it

  • Same channel, repeat campaigns: weekly newsletter, monthly Google Ads, recurring event.
  • Multi-person team - without templates, three marketers will spell Newsletter/newsletter/news_letter differently.
  • Big launches with 20+ links per channel.
If you only build a one-off link a quarter, skip templates. Use UTM Rules instead - they apply automatically to all links.

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How it works

A template stores the raw UTM values. When applied during link creation, they pre-fill the form. You can override any field before saving. The system tracks how many times each template has been used - see Manage templates for the most-used view.

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Real-world example

A SaaS company runs: Marketer building this week’s newsletter link: pick Newsletter Weekly template → fill destination URL + content (hero_cta) → done in 5 seconds.

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Common mistakes

utm_content differentiates within a template. Leave it blank in the template; fill per-link. Otherwise every link inherits the same content value.
Templates are opt-in - a user can skip them. If consistency matters across the team, pair templates with UTM Rules which enforce standards automatically.

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Edge cases

Template limit. Each workspace has a maximum number of templates. Reached the limit? Deactivate or delete unused ones - see Manage templates.
Template values still pass through UTM Rules on link save. A template with utm_source=Newsletter becomes newsletter if force-lowercase is on.