Products

Built from the actual work.

Every one of these started as something I needed and could not find. They are practical, opinionated, and made for people who run marketing operations for a living.

Free tool

UTM Builder

A fast campaign URL builder with naming rules built in. It enforces a consistent taxonomy as you type, so tracking does not drift the moment a second person touches it.

utm-builder · output

https://michaelurquidi.com/pricing

?utm_source=newsletter

&utm_medium=email

&utm_campaign=2026_q3_launch

naming rules applied0 errors

Consistent taxonomy
Copy-ready output
Recent history
No login

FreeWeb tool

Open the builder →

Template

UTM Naming & Governance

The convention behind the builder, written down for multi-team analytics.

Free · PDF Get it free →

For SFMC operators

AMPscript Starter Library

73 production-tested AMPscript patterns with quick start and glossary.

$79 · PDF + files Get it · $79 →

Chrome extension

UTM Builder Pro

The UTM Builder in your toolbar, same naming rules, local history.

Free · Chrome Add to Chrome →

Chrome extension

Value-Based Bidding Calculator

Margin and close rate into target ROAS, in your toolbar.

Free · Chrome Add to Chrome →