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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.

1. 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

2. 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.

3. Adding UTMs in Sendigram

  1. Open your campaign and go to the Email Template block.
  2. Enable UTM Parameters.
  3. 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

4. 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.
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