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Adding and managing UTM parameters

UTM parameters are special tags added to your email links that help you track campaign performance in tools like Google Analytics. With UTMs, you can see exactly how your email traffic behaves once it lands on your website.

What Are UTM Parameters?

UTM = Urchin Tracking Module, a standard method of tagging URLs for analytics.
When added to a link, UTMs send tracking data to your analytics platform.

Example of a URL with UTMs:

https://yourwebsite.com/promo?utm_source=sendigram&utm_medium=email&utm_campaign=spring_sale

Why Use UTMs?

Measure how much traffic your emails generate.
Compare campaign performance against other channels (social, ads, etc.).
Track conversions back to specific email campaigns.
Understand which links or CTAs drive the most engagement.

Adding UTMs in Sendigram

Open your campaign and go to the Email Template block.
Enable UTM Parameters.
Fill in the UTM fields:
- Campaign source: utm_source = source of the campaign.
- Campaign medium: utm_medium = email
- Campaign name: utm_campaign = campaign name
- Campaign content: utm_content (optional) = specific link or button label
- Campaign term: utm_term (optional) = keywords for paid campaigns

How Sendigram manages UTM parameters

Your HTML-template might already contain links with some UTM-parameters attached to them before—or not have any links at all. That’s how Sendigram handles such cases:

If your email contains links without any tracking parameters, Sendigram makes it easy. Simply define your UTM tags in the Campaign Settings, and we will automatically append them to every link in your email.
If your links already have UTM tags (either from a previous template or manual entry in HTML), Sendigram ensures your data remains consistent. The tags you set during the Campaign Setup will override any existing ones. This prevents data conflicts and ensures your current campaign results are tracked accurately.
If your email does not contain any clickable links, the UTM settings will be ignored. Since UTM tags require a destination URL to function, they will not be injected into the message.

Viewing Results in Google Analytics

In Google Analytics (or your chosen tool), go to Acquisition → Campaigns.
Look for traffic where Source = sendigram and Medium = email.
Compare different campaigns, links, and audiences to refine your strategy.

Still have questions?