[FAQ]

Hello all,

I am using UTM parameters for our various marketing activities, and I want to be sure I am correctly tracking the traffic that is coming specifically from our email campaigns.

Could you please clarify which UTM tag is the primary one I should be using or looking for in our analytics to identify this email traffic? Is it utm_source or utm_medium, or perhaps another parameter altogether that is most crucial for this purpose?

Your clarification would be very helpful. Thank you.

[Jeff Bullas]

The main UTM parameter you will use to specifically monitor and categorise traffic coming from your email marketing efforts is utm_medium.

When you are setting up the links in your emails, you should consistently use utm_medium=email. This tag tells your analytics platform, such as Google Analytics, that the user arrived at your website via the email channel.

While utm_medium=email identifies the channel, you then use utm_source to give more detail about which email or email system the traffic came from. For instance, you might have utm_source=may_newsletter or utm_source=product_update_email, and this would work alongside utm_medium=email.

In your analytics reports, by filtering or segmenting your traffic by Medium: email, you will be able to see all the visitors and activity attributed to your email marketing, regardless of the specific utm_source or utm_campaign values you have also used.

The other parameters, such as utm_campaign, utm_content, and utm_term, provide additional layers of detail. utm_campaign will name the specific promotion. utm_content can help you differentiate between different links within the same email. And utm_term is less commonly used in email but can identify specific segments or keywords if needed.

However, to directly answer your question, utm_medium=email is the fundamental tag for identifying, tracking, and reporting on traffic from the email channel as a whole.

Cheers,

Jeff

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