Recommended email UTM values
- utm_medium=email for every email link.
- utm_source=newsletter, product_updates or the name of the list.
- utm_campaign=the send or automation name, for example welcome_series or 2026_10_digest.
- utm_content=the link position: header_logo, hero_button, footer_link.
Example
https://example.com/blog/post?utm_source=newsletter&utm_medium=email&utm_campaign=2026_10_digest&utm_content=hero_buttonCompare links inside one email
Give each link in an email its own utm_content value. Over a few sends you will see which placement and wording earns clicks.
Automations versus one-off sends
For one-off sends include the date in the campaign name. For automations keep the campaign name stable so all months of data aggregate under one row.
Frequently Asked Questions
- Does my email platform add UTM parameters automatically?
- Some do, with their own naming. Check a sent email first. If it adds parameters you do not control, tag links yourself and turn the automatic option off to avoid conflicts.
- What utm_source should I use for email?
- Use the name of the list or newsletter rather than the sending tool, for example weekly_digest.
- Should I tag unsubscribe links?
- No. They usually point to your email platform and tagging them has no analytics value.
- How do I tag many links at once?
- Use the bulk UTM builder: paste your links, set the shared source, medium and campaign, and download the CSV.
Related tools and guides
- Bulk UTM BuilderGenerate UTM links for many URLs and channels at once and export CSV.
- UTM Builder for LinkedInBuild UTM links for LinkedIn posts, newsletters and sponsored content. Pre-filled with linkedin as source for clean B2B campaign tracking.
- UTM Naming ConventionA simple, consistent naming system for source, medium and campaign.