How to Track Email Campaigns with UTM Parameters

You’ve just sent out a brilliant email campaign. The copy is compelling, the visuals are stunning, and you’re confident it will drive traffic to your website. But how can you be sure? If you’re not tracking your email performance, you’re missing out on crucial data that could inform your entire marketing strategy.

Knowing exactly which emails, links, and calls-to-action (CTAs) are generating clicks and conversions is essential for optimizing your efforts and maximizing your return on investment. Without proper tracking, you’re essentially flying blind, unable to distinguish between a successful campaign and one that fell flat.

This is where Urchin Tracking Module (UTM) codes come in. These simple snippets of text added to your URLs provide the detailed insights you need to measure the true impact of your email marketing. This guide will walk you through what UTMs are, why they matter, and how you can use them to track your email campaigns like a pro.

UTM Parameters for Email Campaigns

Parameter	Use Case	Example Value	Example Link Description
utm_source	Identifies the source of your traffic	newsletter	“Monthly Newsletter”
utm_medium	Specifies the marketing channel	email	Email, SMS, Social
utm_campaign	Names the specific campaign	spring_launch	Spring launch, Black Friday
utm_term	Differentiates links/keywords (optional)	cta_button	Button CTA vs. headline link
utm_content	Distinguishes versions or elements (A/B test, etc.)	blue_button	Variant 1: blue button, Variant 2: red

What Are UTM Parameters?

UTM parameters, often called UTM codes or tags, are text snippets added to the end of a URL to track the source of your website traffic. When a user clicks a link with UTM parameters, the information is sent to your analytics platform, like Google Analytics 4 (GA4), allowing you to see exactly how they arrived at your site.

A URL with UTM parameters looks like this:
www.yourwebsite.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale

The part after the question mark is the UTM code, which is broken down into specific parameters that tell a story about your traffic.

The 5 Core UTM Parameters Explained

There are five standard UTM parameters you can use to track your campaigns. While some are optional, using them consistently will give you the clearest picture of your email performance.

1. utm_source

Identifies where your traffic is coming from (e.g., newsletter, partner site).

• Why it matters: Distinguishes your email list’s impact from social, ads, or organic.
• Example: utm_source=monthly_newsletter

2. utm_medium

Defines the channel used to reach your audience.

• Why it matters: Lets you group all email-driven traffic together for analysis.
• Example: utm_medium=email

3. utm_campaign

Labels your specific campaign, promo, or test.

• Why it matters: Tracks performance of specific blasts, like “holiday_2025” or “product_update”.
• Example: utm_campaign=holiday_2025

4. utm_term

(optional) Pinpoints the keyword or element clicked.

• Why it matters: Great for tracking which link or CTA is effective within one email.
• Example: utm_term=headline_link

5. utm_content

(optional) Differentiates versions or A/B test variations.

• Why it matters: Ideal for comparing different button styles or placements in the same send.
• Example: utm_content=blue_button versus utm_content=red_button

How to Set Up UTM Tracking for Your Emails

Step 1: Establish Naming Conventions

Create clear, lowercase, and consistent UTM names.

• Use lowercase only: utm_source=newsletter, not NewsLetter.
• Separate words by underscores or hyphens: summer_sale.
• Be descriptive but concise: 2025_07_newsletter vs. blast1.

Step 2: Build Your UTM-Tagged Links

• Google’s Campaign URL Builder
• Spreadsheets for teamwide link building and organization.
• Linkutm or similar tools for template management and branded short links.

Step 3: Insert Tagged URLs into Your Emails

• Tag every destination link: CTA buttons, text links, image links.
• For multiple CTAs to the same URL, use unique utm_content and utm_term tags.

Step 4: Analyze Results in Google Analytics

• Go to Reports > Acquisition > Traffic acquisition in GA4.
• Filter by session campaign, source, and medium.
• Add secondary dimensions for deep analysis (e.g., which CTA led to conversions).

Visual Aid: UTM Tracking Flow

• Email Campaign → Tagged Link → Website Landing Page → Google Analytics Captures UTM Data

(Visual: See embedded diagram or screenshot of Analytics with UTM campaign data—add your own for best effect.)

Real-World Example: Multi-CTA Email

Scenario:
You send a newsletter with:

• CTA 1: “Shop Now” button at top — utm_term=button_top
• CTA 2: “See New Arrivals” image at middle — utm_term=image_middle
• CTA 3: Text link at bottom — utm_term=text_bottom

Results in GA4:

• Button: 150 clicks, 6 sales
• Image: 34 clicks, 1 sale
• Text: 25 clicks, 0 sales

Interpretation: Focus future emails on above-the-fold button CTAs for best results.

Mini Case Study: Testing UTM Content

“We sent 1,000 emails with two versions of the main CTA—one blue (utm_content=blue_button) and one red (utm_content=red_button).
Result: Blue got 60% of clicks and double the conversions. Now, we use blue for our top-performing campaigns.”

Common Mistakes with UTMs

• Inconsistent naming (e.g., sometimes utm_medium=Email, sometimes email)
• Forgetting to use UTMs on every link
• Not testing links before sending
• Using different naming conventions across team members
• Letting UTMs get indexed by Google (use robots.txt to block test URLs!)

See more UTM best practices here.

Limitations and Pitfalls

• UTMs only work for digital/online content—not print or offline channels.
• Sharing/forwarding email may muddy attribution.
• UTMs are visible and can be edited by users if shared elsewhere.
• Cross-device tracking can dilute data if users switch devices.
• Not great for capturing conversions that don’t occur immediately after the click.

Google’s official guide on UTM limitations.

Frequently Asked Questions (FAQ)