How to use UTM tags to track your campaigns

Estimated reading time: 9 minutes

With recent changes to email privacy policies, measuring the effectiveness of your campaigns is becoming increasingly difficult. Relying on open rates is no longer a reliable practice. So what can you do instead? This is where UTM email tracking comes in. UTM parameters are actively used in email marketing to gain valuable insight into the performance of specific campaigns. In this article, you’ll learn about the main types of UTM tags, how to set up UTM tags for links in your email campaigns, and common UTM email tracking mistakes to avoid.

What are UTM codes?

Urchin Tracking Module (UTM) tags are additional tags added to web links that allow you to track clicks and traffic from your marketing campaigns back to your website. These parameters allow you to see exactly where the traffic is coming from – email campaigns, social media, advertising.

There are five different UTM parameters to use:

• utm_source – shows where the traffic came from, for example email channel;
• utm_medium – identifies the type of medium used for the link, distinguishing whether it is an email, social media or pay-per-click advertising;
• utm_campaign – specifies the name or identifier of a particular marketing campaign from which the visitor came;
• utm_content – ​​Determines the exact element that brought users to your site, such as a specific banner ad or text link. It is particularly useful for A/B testing and analysis of content-targeted ads;
• utm_term – optional used mainly in search campaigns, this parameter captures the search terms or keywords that brought users to your site.

Using UTM tags in your emails is a simple but great way to see how well your campaigns are performing. They provide detailed insight into user behavior by attributing website traffic to specific emails. Adding UTMs to your email links enables web analytics tools, such as Google Analytics, Hotjar, Mixpanel or Adobe Analytics, to use these parameters to provide you with actionable data. This information is critical to identifying strengths and weaknesses and refining your email marketing strategy based on data-driven results.

The three most commonly used UTM parameters in email marketing are:

• utm_source (example: utm_source=email)
• utm_medium (example: utm_medium=newsletter)
• utm_campaign (example: utm_campaign=blackfriday)

Here is an example of the entire link with UTM tags:

www.ditt_domenenavn.com/side?utm_source=email&utm_medium=newsletter&utm_campaign=blackfriday

To track email campaigns effectively, you can set up UTM parameters manually or automate the process, each with its own advantages and limitations:

1. Manual setup of UTM parameters involves the use of tools such as Google Analytics URL builder for the campaign to create unique tracking codes for each email item. While this approach is time-consuming, it gives you full control over the UTM structure, allowing you to customize it to gain actionable insights. Use clear, consistent and descriptive language so your parameters are easy to analyze and lowercase all tags to avoid errors and ensure analysis tools categorize all sessions correctly. For example, keep them simple but specific, such as utm_campaign=blackfriday or utm_medium=newsletter.

2. Automating UTM settings speeds up the process and eliminates manual work. Many email marketing platforms can automatically generate and add UTM tags to your emails. However, this convenience comes at the cost of limited flexibility, as the parameters are usually predefined and may not be appropriate for all campaigns.

Choose the method that best fits your campaign goals and resources while ensuring your UTM parameters remain effective for reporting and analytics.

Analyze UTM data in Google Analytics

To improve email performance, it is not enough to simply set tags. Monitor UTM tracking insights consistently and use this data for strategic optimizations. Integrate Google Analytics to track tagged links in your emails. When users click on them, you will receive data about the traffic to your website. With UTM codes in your campaign links, you can easily monitor and compare traffic from different channels and campaigns. Google Analytics automatically collects this data and generates reports for you. Here you can find it in your GA account:

The channel report

Channel reports are valuable tools for monitoring the effectiveness of various marketing channels such as email, social media and advertising. To access this information in Google Analytics, navigate to “Acquisition” and then select “Traffic Acquisition” from the sidebar. It helps to compare the effectiveness of email with other channels.

The campaign report

This report categorizes traffic according to specific campaigns and allows for an analysis of which marketing events have been most effective in driving users to your site. If goal tracking or e-commerce tracking is implemented, the report will also indicate the number of visitors who completed purchases or achieved other defined goals. To access this report, simply open the Traffic Acquisition tab and add a secondary dimension labeled Session Campaign.

Make sure you brand your email marketing campaigns properly. Poorly executed UTM tracking parameters lead to messy and inaccurate data. Here are common UTM email tracking pitfalls and how to avoid them:

1. Inconsistent naming conventions.

Variations in capitalization, spelling, or terminology can fragment data, making analysis difficult. For example, using both “Email” and “email” as sources will split the data into separate categories.

2. Misuse of UTM parameters.

Confusing “utm_source” with “utm_medium” or other parameters leads to incorrect data attribution. To maintain data integrity, ensure that each parameter is used as intended.

3. Using UTMs on internal links.

Never use promotional tagging for internal site links. Using UTM codes on internal links can overwrite original source data, resulting in inaccurate tracking.

4. Does not test UTM tagged links.

Failure to verify links prior to distribution may result in broken URLs or incorrect tracking. Always test links to confirm they work as they should and capture data as intended. An easy way to do this is to type the marked URL into your browser and observe what happens. If you notice that your UTM codes disappear after the page loads, this indicates that there may be an issue that needs to be addressed.

5. Overcomplicating UTM parameters.

Using overly complex or exaggerated parameters complicates analysis and increases the risk of error. Keep UTM tags simple and relevant for clear insights.

6. Neglecting to use UTMs.

Failure to include UTM parameters results in missing attribution data, complicating effective assessment of campaign results. Make sure all external links in your emails are properly labeled.

7. Incorrect use of symbols in URLs.

Misplacement or misuse of characters such as ‘&’, ‘=’, ‘?’ and ‘#’ in UTM codes can break URLs or cause tracking errors. Check the syntax for correctness when constructing UTM tags in email marketing.

8. Uses generic terms such as UTM sources.

Using broad terms like “campaign” without further context in UTM sources can lead to ambiguous data. To clearly distinguish between different traffic sources, use specific identifiers. For example:

9. Do not test your email content before sending.

Skipping a full email campaign test can lead to delivery issues, broken setups, or lost tracking data. Always test your emails before sending them so that they reach recipients. GlockApps analyzes all your email content, including text, images and links. It quickly identifies potential problems and gives you action steps to fix them.

Final thoughts

UTM tracking is a powerful tool for understanding how your email campaigns are performing. It helps you see what is working and where you can improve. Take the time to review your data regularly, fix any branding errors, and focus on what appeals to your audience. With a little attention to detail, you’ll gain clearer insights and make better decisions about your email marketing. Follow these best practices to use UTM parameters correctly and improve your marketing results with precise analytics.

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