Various arrangements for creating and using generic universal resource indicators are presented. To create a generic universal resource indicator, one or more parameters of a universal resource indicator may be identified. An interface that permits a parameter of the one or more parameters to be selected and mapped to a variable may be presented. A selection of the parameter for mapping may be received. An indication of the variable to map to the parameter of the selection may also be received. The generic universal resource indicator having a generic parameter corresponding to the parameter of the selection may be created.