UTM Parameters in emails

What are UTM Parameters?

UTM parameters help you understand where your website traffic is coming from by providing detailed information about the source, medium, campaign, and other attributes of a visitor's session. This data is crucial for marketers and website owners to measure the effectiveness of their various marketing efforts and channels.

There are five main UTM parameters:

1. utm_source: This parameter identifies the source of the traffic, such as a search engine (e.g., Google), a specific website (e.g., example.com), or a marketing campaign (e.g., newsletter).
2. utm_medium: This parameter describes the marketing medium or type of traffic, such as organic search, paid search, social media, email, or referral.
3. utm_campaign: This parameter specifies the name of the marketing campaign or promotion that the URL is associated with. For example, if you're running a summer sale, the campaign name might be "summer_sale."
4. utm_term: This parameter is used to track specific keywords associated with paid search campaigns. It's typically used for tracking keyword performance in search engine marketing (SEM) campaigns.
5. utm_content: This parameter allows you to differentiate between different elements within the same campaign. For example, if you're running multiple ads within a single campaign, you can use this parameter to track which ad a visitor clicked on.

Here's an example of a URL with UTM parameters:

https://example.com/page?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=running+shoes&utm_content=ad1

In this example:

• The source of the traffic is Google.
• The medium is cost-per-click (cpc).
• The campaign is the "spring_sale" campaign.
• The term associated with the campaign is "running shoes."
• The content is "ad1," indicating the specific ad clicked within the campaign.

By analyzing the data collected through UTM parameters in tools like Google Analytics, marketers can gain valuable insights into the effectiveness of their marketing efforts, optimize their campaigns, and allocate resources more efficiently.

Using UTM Parameters in the email editor...

You can either specify UTM Parameters for each specific link using a tool like Google's Campaign URL Builder, or you can set parameters for your entire email by opening the UTM Parameters tab in any email's advanced section.