UTM tags

UTM tags are referred to as parameters or short text codes. When these tags are added to URLs or links, marketers can track performance, segment audiences, and report on website traffic from various sources. Marketers can also use UTM tags with Google Analytics 4 to clearly understand the effectiveness of their marketing content and ROI for marketing campaigns.

Key benefits of using UTM tags¶

With UTM tags, you can:

Track the value of marketing campaigns and measure ROI
Get precise data about conversion and traffic sources
Test the effectiveness of marketing content through A/B testing

Using UTM tags in Campaign Studio¶

To use UTM tags with Google Analytics 4 where they appear in your GA Dashboard, you must install your GA tracking code on the page you are linking to. This synchronizes with your GA Dashboard and records UTM tags.

If you use a Campaign Studio landing page, click Settings > Configuration > Tracking Settings, and add your Google Analytics ID.
If you use a non-Campaign Studio landing page, you must manually embed the GA tracking script on the third-party page.

Campaign Studio users can automatically append UTM tags to all links in an email or focus item. For other channels, you can make the link trackable by including UTM values in the URL address. When a contact clicks a link in an email or focus item, Campaign Studio records UTM tags and stores them in the contact record. You can find the details on the Contact Event History page. After the UTM tags are recorded, you can use them as filters in segments.

Note

For both known and anonymous contacts, UTM tags are always recorded from a page URL.

UTM tags can be used to track leads who convert from dynamic web content slots in emails, and determine the lead source in Google Analytics 4 or Campaign Studio reports. You can also use them as columns in a report by selecting UTM codes as the data source.

The following table lists the Google Analytics 4 UTM tags:

UTM tags	Description
Campaign Source	The referring source of the web activity. It indicates the social network, search engine, newsletter name, or any other specific source driving the traffic. Examples: blogs or newsletters UTM code: utm_source Sample code: utm_source=facebook
Campaign Medium	The type of channel driving the traffic. For example, Email or SMS. Examples: cpc, organic_social UTM code: utm_medium Sample code: utm_medium=paid_social
Campaign Name	The specific promotion or campaign title that you want to track. Examples: summer_sale, free_trial UTM code: utm_campaign Sample code: utm_campaign=summer_sale
Campaign Content	The assets within the messages. This non-configurable value auto-populates with the content asset identifier associated with the specific asset.
Campaign Term	The keyword to search a campaign. This non-configurable value auto-populates within the link text and tracks links within the messages.

Note

You do not need to fill all the options.

Using UTM tags in emails¶

Campaign Studio supports UTM tagging in emails. Campaign Studio can automatically append UTM tags to all links in an email by entering the appropriate campaign values in the fields provided.

Log in to Campaign Studio.
In the left navigation pane, click Channels > Emails.
On the Emails page, create a new email or edit an existing email.
(Optional) If you choose to edit an existing email, click the email and then click Edit.
Locate the Google Analytics UTM tags section on the bottom right.
Enter the appropriate information in the fields.
Click Apply.

Important

When adding links in emails, use the edit link icon in the builder.
When adding links in Code Mode, use the <a href> tag.
All links must include a trailing slash. Otherwise, UTM codes will not be appended.

Using UTM tags in focus items¶

Campaign Studio supports UTM tagging in focus items. Campaign Studio can automatically append UTM tags to all links in a focus item by entering the appropriate campaign values in the fields provided.

Log in to Campaign Studio.
In the left navigation pane, click Channels > Focus Items
On the Focus Items page, create a new focus item or open an existing one.
Locate the Google Analytics UTM tags section on the bottom right.
Enter the appropriate information in the fields.
Click Apply.

Using UTM tags in Campaign Studio

If you use a Campaign Studio landing page, click Settings > Configuration > Tracking Settings, and add your Google Analytics ID.

If you use a non-Campaign Studio landing page, you must manually embed the GA tracking script on the third-party page.

Note

For both known and anonymous contacts, UTM tags are always recorded from a page URL.

The following table lists the Google Analytics 4 UTM tags:

UTM tags	Description
Campaign Source	The referring source of the web activity. It indicates the social network, search engine, newsletter name, or any other specific source driving the traffic. Examples: blogs or newsletters UTM code: utm_source Sample code: utm_source=facebook
Campaign Medium	The type of channel driving the traffic. For example, Email or SMS. Examples: cpc, organic_social UTM code: utm_medium Sample code: utm_medium=paid_social
Campaign Name	The specific promotion or campaign title that you want to track. Examples: summer_sale, free_trial UTM code: utm_campaign Sample code: utm_campaign=summer_sale
Campaign Content	The assets within the messages. This non-configurable value auto-populates with the content asset identifier associated with the specific asset.
Campaign Term	The keyword to search a campaign. This non-configurable value auto-populates within the link text and tracks links within the messages.

Note

You do not need to fill all the options.

Using UTM tags in emails

Campaign Studio supports UTM tagging in emails. Campaign Studio can automatically append UTM tags to all links in an email by entering the appropriate campaign values in the fields provided.

In the left navigation pane, click Channels > Emails.

On the Emails page, create a new email or edit an existing email.

(Optional) If you choose to edit an existing email, click the email and then click Edit.

Locate the Google Analytics UTM tags section on the bottom right.

Enter the appropriate information in the fields.

Click Apply.

Important

When adding links in emails, use the edit link icon in the builder.
When adding links in Code Mode, use the <a href> tag.
All links must include a trailing slash. Otherwise, UTM codes will not be appended.

Using UTM tags in focus items

Campaign Studio supports UTM tagging in focus items. Campaign Studio can automatically append UTM tags to all links in a focus item by entering the appropriate campaign values in the fields provided.

In the left navigation pane, click Channels > Focus Items

On the Focus Items page, create a new focus item or open an existing one.

Locate the Google Analytics UTM tags section on the bottom right.

Enter the appropriate information in the fields.

Click Apply.

Key benefits of using UTM tags¶

Using UTM tags in Campaign Studio¶

Using UTM tags in emails¶

Using UTM tags in focus items¶

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