How to Add UTM Parameters in Email Builder

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are small tags you add to a URL. When someone clicks your email link, your analytics tool can tell you where that click came from and which campaign caused it.

Enable Automatic UTM Tagging

1. Open the Email Builder settings for your template or campaign.
2. Find the Tracking / UTM Tracking option and toggle it ON.
3. Set your default values (typically Medium + Campaign).
4. Save. UTMs will be automatically appended to links in your email.

Recommended Default UTM Values

• utm_source: typically set to email (often fixed by the system).
• utm_medium: set something consistent like email or email_marketing.
• utm_campaign: name the campaign (example: jan-newsletter or promo-2026-01).

Custom Parameters and Disabling UTMs

If you need deeper reporting, you can add up to five custom UTM parameters. This is useful when you want to separate versions of the same email or identify specific content blocks.

• Custom UTM example: utm_content=cta_button or utm_content=footer_link
• Disable UTMs per campaign: toggle tracking off during the Send / Schedule step.

Best Practices

• Use consistent naming: lowercase, hyphens/underscores, no spaces.
• Don’t include PII: never put names, emails, or phone numbers in UTMs.
• Test before sending: click links in a test email and confirm UTMs appear.
• Track the right destination: when possible, use a landing page link (better attribution than sending traffic straight to YouTube or other platforms).

Limitations & Troubleshooting

• Malformed URLs: always include https:// to avoid tracking issues.
• Special link types: some dynamic/trigger links may not accept UTMs the same way standard URLs do.
• Double-tagging: if your URL already has UTMs, verify you’re not appending duplicates.