The fastest way for a marketing team to get role based access link management is to sort links into workspaces, then give each person an admin, editor, or viewer role inside them. This stops juniors and clients from editing live campaign links they only needed to look at. This page shows the exact setup in linkutm.
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Most link tools have one level of access. Everyone who can see a link can also edit it, retarget it, or delete it. That is fine for a team of two. It is a standing risk for an agency where juniors, freelancers, and sometimes clients all touch the same account.
The failure mode is quiet. An intern tidies up old links and deletes one that is printed on ten thousand flyers. A client fixes a typo in a destination URL and strips the UTM parameters with it. Nobody meant harm, and nothing warned them the link was live.
So teams protect links the manual way. One person holds the login, every change goes through them, and campaign edits queue up behind one calendar. Access that should be a permission setting becomes a bottleneck person.
Roles are only useful if they apply to the right slice of links. Create a workspace per client or per team before assigning anyone a role, because access in linkutm is granted inside a workspace.
This makes permissions precise. A freelancer working on one client gets a role in that client's workspace and sees nothing else. There is no all-or-nothing account access to worry about.
You end up with clean boundaries, so the next step is just deciding who gets which role inside each one.
Admins control the workspace itself: members, naming rules, domains, and templates. Keep this to one or two people per workspace, usually the account lead.
The admin's job is to set the guardrails others work inside. When rules and templates are owned by one accountable person, they stay consistent instead of drifting every time someone has a preference.
Everyone in the workspace knows exactly who to ask for a new template or a rule change, and nobody else can quietly change the setup.
Editors create and update links but cannot touch workspace settings. This is the right role for the account managers and specialists who ship campaigns every day.
An editor works at full speed inside the guardrails. They build links, fix destinations, and launch campaigns without waiting for the admin, but they cannot delete the naming rules or remove a domain by accident.
The bottleneck person disappears. Work flows because the safe actions are open to the whole team and only the risky ones are gated.
Viewers see links and analytics but cannot change anything. This is the seat for new juniors in their first weeks, for clients who want to watch results, and for anyone who reports on campaigns but does not build them.
A client with a viewer seat checks their own campaign clicks whenever they want, inside their own workspace, without you sharing GA4 access. And the flyer link the intern was curious about survives, because looking is all a viewer can do.
Every stakeholder gets the visibility they asked for, with zero ability to break a live link.
With roles in place, editors do their daily work in the UTM builder, which applies the naming rules and shared templates the admin set up. Correct links come out by default, whoever builds them.
If someone outside the workspace needs to draft a link, the free UTM builder tool works without an account, so you never have to hand out an editor seat just for a quick test.
The result is a workspace where the roles control who can act, the rules control what a link looks like, and live campaigns stay safe from both accidents and improvisation.
Example parameter set an editor builds inside the shared rules
| Parameter | Value |
|---|---|
| utm_source | newsletter |
| utm_medium | |
| utm_campaign | q3_product_update_2026 |
| utm_content | footer_button |
Roles separate looking from touching. Most people who broke a link only ever needed to see it, and a viewer seat gives them exactly that.
Scoping roles to workspaces keeps permissions small. A person gets access to one client's links, not the whole agency's book of work.
Admin-owned rules plus editor-built links means conventions are set once and applied by everyone, without every change routing through one person.
Client viewer seats replace GA4 access sharing. The client sees live numbers for their own links and nothing else, which is what they wanted from access in the first place.
Making everyone an editor to avoid discussing roles. The whole point is that most seats should be viewers, because most people only read.
Giving clients editor access so they can fix small things. Client-side edits are how live links lose their UTM parameters. Take the change request, make it as an editor, keep the client on a viewer seat.
Leaving departed freelancers in the workspace. Review members when a project ends, since an unused editor seat is a standing risk with nobody watching it.
Handing out admin roles as a courtesy to senior people. Admin is a job, not a rank. Extra admins mean more hands that can change rules nobody else knows about.
Admins manage the workspace: members, naming rules, domains, and templates. Editors create and update links but cannot change workspace settings. Viewers see links and analytics without being able to edit anything. Most teams need one or two admins, a handful of editors, and viewer seats for everyone else.
Yes. Add the client as a viewer in their own workspace. They see their links and live click analytics but cannot edit, delete, or create anything. This also replaces sharing GA4 access, since the client reads results directly from their workspace.
Yes, roles are set per workspace. An account lead can be admin in the two clients they run and a viewer in workspaces they only observe. Access follows the work instead of one global permission level.
Start them as a viewer in the workspaces they support, so they learn the account by reading real links and analytics. Move them to editor once they build links on their own. The upgrade is one setting change, so there is no cost to starting safe.
Free plan available. No credit card required.
