UTM Builder for Email

Your email tool reports its own clicks. UTM tags let your analytics agree with it — and tell you what happened after the click.

Recommended Parameters for Email

Source

newsletter

Medium

email

Suggested Campaign Names

weekly_newsletterproduct_launchonboarding_sequencewin_backabandoned_cart

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Build Your UTM URL

1. Enter Your Destination URL

The website or landing page you want to track

Must include http:// or https://

2. Campaign Tracking Parameters

These parameters help you track your marketing campaigns

Where the traffic is coming from

Marketing medium or channel

Specific campaign identifier

3. Optional Parameters

Additional tracking for paid search and A/B testing

Paid search keywords

A/B test variations

Generated URL

Fill in the form to see your URL with UTM parameters...

How to Build UTM Parameters for Email

  1. 1

    Decide what the source actually is

    utm_source should name the list or programme (newsletter, onboarding, digest), not the software. Switching from one email tool to another should not rewrite your history.

  2. 2

    Keep the medium as email

    Use utm_medium=email for every send. This is the one medium value nobody should improvise on, because it is how analytics groups email against every other channel.

  3. 3

    Give every link in the send its own content tag

    Set utm_content to hero_button, text_link, or footer. A newsletter with three links to the same page tells you nothing unless you can tell them apart.

  4. 4

    Shorten before sending

    Long tagged URLs get broken across lines in plain-text emails and look like phishing in the status bar. A short branded link avoids both.

Email Tracking Tips

Your ESP and your analytics will never match exactly

Email tools count clicks; analytics counts sessions that survived the redirect. Expect a gap. UTM tags are what let you reconcile the two at all.

Do not put UTMs on transactional links

Password resets and receipts are not campaigns. Tagging them pollutes campaign reports with traffic you did not market.

Automations need campaign names that age well

An onboarding email sends for years. Name the campaign after the sequence and step, never after the month you built it.

UTM Examples for Email

Campaign: weekly_newsletter

source=newslettermedium=emailcontent=hero_button
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_newsletter&utm_content=hero_button

Campaign: onboarding_sequence

source=onboardingmedium=emailcontent=step_2_cta
?utm_source=onboarding&utm_medium=email&utm_campaign=onboarding_sequence&utm_content=step_2_cta

Frequently Asked Questions

Should utm_source be the email tool or the list?▼
The list or programme. Using mailchimp or klaviyo as the source ties your reporting to a vendor — the day you migrate, every historical comparison breaks. newsletter, digest, or onboarding survive the switch.
Do UTM tags work in plain-text emails?▼
Yes. The parameters travel with the URL regardless of format. In plain text the tagged URL is visible and ugly, which is a good reason to shorten it first.
Why do my email tool and Google Analytics disagree?▼
They measure different things. Your ESP counts every click including bots and prefetchers; analytics only counts visitors whose session actually started. Privacy features in mail clients widen the gap further. Use UTMs to compare trends, not to chase an exact match.

Want to Shorten Your UTM Links?

Long UTM URLs look unprofessional. Create a free TrimLink account to shorten campaign links and track clicks with built-in analytics.

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