Campaigns · 1 min read
UTM Parameters for Email Campaigns
What UTM parameters are
UTM parameters are tags added to links in your emails. Analytics tools such as Google Analytics use them to show which visits came from which campaign.
Default parameters
- utm_source = email: always included.
- utm_medium = email marketing: always included. You can change the value.
- utm_campaign = campaign name (send date): optional. Choose the value from the dropdown.
You can also add your own parameters, such as
utm_content to compare links within one email.Turn them on
When you click Send or Schedule, open the tracking options and turn on UTM parameters. Review the values and add any custom parameters.
Best practices
- Never include personal information, such as names, email addresses or ID numbers. Analytics platforms don't allow it.
- Stick to the essentials: source, medium and campaign cover most needs.
- Be consistent: use the same lowercase naming every time, so reports group correctly.
- Keep names readable: "spring-sale-2026" is easier to find than a code.