SAM's URL builder is used to create traceable URLs that will provide insights on the behavior of the audience they are shared with: once someone clicks or accesses this URL, a campaign will be created automatically in SAM, and you'll be able to see the click rate and the income generated through it.
It will also be able to trace its activity when you share it with partners, in social media, though mobile apps, introducing it in emails, turning it into a QR code... or sharing it through any other kind of media distribution.
You'll be able to set up and launch the campaign just by clicking on the campaign that will be automatically generated for the URL.
Of course, you could also introduce the URL in any other SAM campaign, and thus see also its performance in that particular use case.