UTM Builder for Email
Tag newsletter and broadcast links so every click reports back as email traffic instead of direct.
Assembled tracking URL
Email tracking best practices
Untagged newsletter clicks arrive as direct traffic, because most mail clients send no referrer at all. The medium is the parameter that rescues them.
| Parameter | Recommended value | Use case |
|---|---|---|
| utm_source | newsletter | Names the list or programme, for example newsletter or lifecycle. |
| utm_medium | email is a GA4 default channel; anything else fragments the report. | |
| utm_content | [link position] | Separates the header, body and footer links of one send. |
Email UTM FAQs
Name the list or the programme rather than the sending tool. Values such as newsletter, onboarding or product_update read far better in a report six months later than the name of your email platform.
Because email is one of the GA4 default channel groupings. Values such as e-mail, mail or newsletter are not, so they drop out of the Email channel and get reported separately.
Tag every link that leaves the email, and give each position its own utm_content value. That is how you find out whether the header image or the footer button is doing the work.
The rest of the UTM toolkit
UTM Checker
Paste a finished campaign URL and see every tag parsed, plus the casing and spacing problems that quietly split your reports.
Bulk UTM Generator
Tag a whole list of destination URLs with one shared campaign, then copy them all or download the result as a CSV file.
What are UTM parameters?
The reference page: what each of the five tags means, the naming conventions that keep GA4 clean, and the mistakes to avoid.