UTM tags help track conversions, understand email channel contribution, and run A/B tests. Add them to links to see accurate campaign results.

What UTM Tags Consist Of

UTM is a set of parameters that is added to a URL and records the traffic source.

  • utm_source — traffic source. Examples: utm_source=google, utm_source=facebook, utm_source=blog, utm_source=media.
  • utm_medium — channel type: utm_medium=organic, utm_medium=cpc, utm_medium=email, utm_medium=banner.
  • utm_campaign — campaign name: utm_campaign=online-event, utm_campaign=inbound-cm, utm_campaign=email-09-11-2021, utm_campaign=press-release.

Composition Rules

  • Use lowercase (utm_source=facebook).
  • Write in Latin characters and numbers, hyphens and underscores are allowed.
  • Maintain a consistent format across all campaigns.
  • Use clear values: utm_source=google, utm_medium=email, utm_campaign=summer_sale.
  • Encode invalid characters (space → %20).
  • Keep tags short and verify URLs before launch.

How To Add UTM Tags To Your Campaign

  1. On the campaign creation step, open the "Additional" section.
  2. Fill in the fields:
  • traffic source, for example google_campaign;
  • traffic type — email;
  • campaign name — promo.
  1. Save the settings — the system will add parameters to all links in the email.

The resulting URL will look like this:

?utm_source=google_campaign&utm_medium=email&utm_campaign=promo

Using these tags, you can track clicks in website analytics.