How building a gamified tracking links builder with AI (kinda) saved my sanity

Hey Indie Hackers,
Just launched UTMRunner.com, a marketing tool that makes creating tracking links… actually enjoyable.

This project started because I hit a weird point in my life: building UTMs daily at work + a toxic living situation + a breakup = not ideal for mental health.

I needed a tiny escape. Something fun. Something mine.

So I built a karate rabbit that sprints through biomes while you generate tracking links. Some people drink. I built that.

The Problem

I'm a digital marketer. I've created 1,000+ tracking links in 2 years.

Every tool works, but none have personality. Zero delight. Zero memory.

I thought: If I have to do this boring task anyway… why not make it fun?

What I Built

UTMRunner → A keyboard-first tracking links generator with a karate rabbit helper.

Not just cosmetic — it's genuinely fast:

• Tab/Space/Enter flow (no clicking)
• Instant copy to clipboard
• ~3x faster than Google Campaign URL Builder

It runs client-side only, so it's instant.

The Build

• Timeline: 4 days (late nights + weekends)
• AI: Claude/Cursor/Gemini wrote 95% of code
• Me: Every decision: UX, flow, the rabbit, the biomes, the "why not?"
• Stack: React + Vite

Building this became my after-work therapy. Funny thing: I used to hate UTMs. I kinda love them now.

Business Model (simple)

Freemium / donation-based:

• Everything free forever
• Optional $5 / $10 / $20 donation
• A gentle banner appears after 5 links
• Philosophy: If it helps you, support it. If not, still use it.

What I Learned

1. AI accelerates execution, but can't replace vision
2. Fun UX isn't frivolous — it's differentiation
3. Donation model works if you're genuine
4. Shipping fast > shipping perfect

Next Steps

• Launching another tiny app in 2 weeks
• Building a suite of fun tools for marketers/builders

Happy to answer questions about:

• Building with AI (Claude / Cursor / Gemini workflow)
• Keyboard-first UX
• Gamifying boring tools
• Indie making while working full-time at an NGO

Link: utmrunner.com

What boring tool should I make fun next?