UTM Link Builder

Formatting rules

• use lowercase + hyphens only (no spaces, no ä/ö/ü)
• utm_campaign can be:
  – 2025q4-playbook-launch-emea (for paid)
  – artem-ai-concierge-playbook-2025 (for LI personal)
• utm_content = what they clicked (e.g. li-2025-10-31-post, hero-banner, email-body-btn)
• don’t change utm_source / utm_medium unless you really need to