Automate UTM link generation with Make.com

Using make.com, you can automatically generate standardized UTM tracking links directly from Slack, so your marketing team never has to build links manually again.

This step-by-step how-to article walks you through creating a scenario that converts a simple Slack message into a complete UTM link, then posts it back to your team channel.

Why build a Slack UTM generator with Make.com

Marketing teams often paste raw URLs into chat and forget to append UTM parameters. With make.com, you can solve this by centralizing UTM creation in a simple Slack workflow.

This setup helps you:

Standardize campaign naming conventions.
Reduce manual link building errors.
Speed up collaboration between performance and content teams.
Keep a consistent structure for reporting in analytics tools.

Before you start, ensure you have access to both Slack and make.com, plus permission to connect apps in your workspace.

Prerequisites for the Make.com Slack workflow

To follow this guide, you will need:

A make.com account with access to create scenarios.
A Slack workspace where you can add apps and test messages.
A list of your preferred UTM parameters, such as source, medium, and campaign.
Basic understanding of how URLs and query strings work.

If you want expert help designing complex automation strategies around this workflow, visit Consultevo for consulting resources.

Create a new scenario in Make.com

The core of this automation is a scenario in make.com that listens to a Slack channel, parses a message, and returns a built UTM link.

Step 1: Start a scenario in Make.com

Log in to your make.com account.
Click Create a new scenario from the dashboard.
When prompted to choose the first module, search for Slack.

You now have an empty canvas where you will connect Slack to your link-building logic and output.

Step 2: Add the Slack trigger module

Select the Slack app module as the trigger.
Choose an event such as Watch messages in a channel.
Authorize make.com to access your Slack workspace if you have not already done so.
Pick a dedicated channel, for example #utm-generator, where users will send base URLs and campaign details.

Once set, the scenario will fire whenever a new message arrives in that chosen Slack channel.

Design your Slack message format for Make.com

To keep the automation reliable, you should standardize how your team writes UTM requests in Slack. This allows make.com to parse each part correctly.

Recommended message structure

Decide on a simple, repeatable pattern such as:

Line 1: Base URL (required)
Line 2: Campaign source
Line 3: Campaign medium
Line 4: Campaign name
Line 5: Optional term or content info

An example message:

https://your-landing-page.com
newsletter
email
spring_launch
subject_line_a

With this format, the Slack trigger in make.com will receive the full text, which you can then split into variables.

Parse Slack text with Make.com tools

After the Slack trigger, you will use make.com tools to extract each line of the message into a usable variable.

Step 3: Add a text or array parsing module

Click the plus icon to add another module after Slack.
Search for the Tools or Text parser module in make.com.
Choose an operation that can split text by line breaks, such as Split text.
Map the Slack message body as the input to this module.
Set the delimiter to a newline character so each line becomes a separate item.

This will give you an array where each element corresponds to a specific UTM parameter.

Step 4: Map array items to UTM fields

Now, map each position in the array to a meaningful name:

Item 1: base_url
Item 2: utm_source
Item 3: utm_medium
Item 4: utm_campaign
Item 5: utm_content or utm_term (optional)

You can handle missing optional fields using default values or conditional logic in make.com.

Build the UTM link inside Make.com

With your variables ready, you can construct a clean tracking URL according to your analytics standards.

Step 5: Use a text aggregator or function module

Add a Tools > Text aggregator or similar string-building module.
Combine the base URL and query parameters into one field, for example:
{{base_url}}?utm_source={{utm_source}}&utm_medium={{utm_medium}}&utm_campaign={{utm_campaign}}&utm_content={{utm_content}}
Ensure that any optional parameters are added only when they contain values. You can use conditional mapping or separate branches in make.com.

Confirm that the resulting URL follows your standard pattern and does not create duplicate question marks or ampersands.

Step 6: Add URL encoding if needed

If your campaign names or content fields contain spaces or special characters, include a URL-encoding step:

Insert a function module that encodes specific variables.
Apply encoding before concatenating the final UTM link.

This prevents broken links and helps analytics platforms interpret parameters correctly.

Send the final UTM link back to Slack via Make.com

Once the UTM URL is created, you will post it back to your Slack channel to complete the loop.

Step 7: Configure the Slack response module

Add another Slack module at the end of your scenario.
Select an action such as Post message or Reply to a thread.
Map the generated UTM link into the message body field.
Optionally, include a short summary of the parameters used so teammates can verify the link.
Choose whether to send the message as a bot or as a user, depending on your Slack setup.

Test this step to ensure the message appears in the expected channel and clearly highlights the final link.

Test and refine your Make.com scenario

Before rolling this automation out to your entire team, validate the workflow thoroughly.

Step 8: Run test messages through Slack

Send several test messages that follow your chosen structure.
Try different campaign names, mediums, and sources.
Check that the generated URLs open correctly in a browser.
Verify that UTM data appears as expected in your analytics tool.

If anything looks off, adjust your parsing or string-building logic inside make.com and run additional tests.

Step 9: Document the workflow for your team

Finally, provide clear usage instructions in Slack so teammates know how to trigger the automation. Include:

The exact message format required.
Examples of valid sources, mediums, and campaigns.
Guidelines for naming conventions.
A note that the scenario runs on make.com and where to request improvements.

Next steps and further Make.com resources

Once your Slack UTM generator is running smoothly, you can extend the same make.com scenario to log every generated URL in a spreadsheet, CRM, or database for future analysis.

For deeper technical details and configuration options, review the original how-to material hosted by the platform at this make.com guide. Use that as a reference while you customize the workflow for your own stack.

With a well-designed scenario, make.com becomes a central automation layer that standardizes campaign tracking, keeps your marketing data clean, and saves time for everyone who shares links in Slack.

Need Help With Make.com?

If you want expert help building, automating, or scaling your Make scenarios, work with ConsultEvo — certified workflow and automation specialists.

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Automate UTM links with Make.com