How to Use the UTM Builder for Email
Enter a link, set the campaign values and copy the tagged result, or paste a list to tag every link at once.
- Enter the link from your email, including https://, or paste several links into the bulk field.
- Keep utm_source newsletter and utm_medium email, or change them to your own naming scheme.
- Enter a utm_campaign name and, if needed, utm_content to tell links in the same email apart.
- Select Build link, then copy the tagged link or export the bulk table as CSV.
Email UTM Parameters
Email UTM parameters tell your analytics which newsletter, channel and campaign sent each visitor to your site.
UTM Parameters in URL
The builder appends the UTM parameters to the query string and keeps every other parameter in its original form and order. A fragment such as #offers stays at the end, where browsers expect it. Existing utm_ parameters are removed first, so a copied link never carries two different campaigns.
Bulk UTM Builder
Paste up to 500 links, one per line, into the bulk field to tag them all with the same parameters. The result table shows each original link next to its tagged version and a status. Mailto links, unsubscribe links and lines that are not valid web addresses are left unchanged and explained.
Email UTM Tracking
Email apps open links without a referrer, so analytics tools often report email clicks as direct traffic. UTM parameters label each visit with the newsletter, the email channel and the campaign that sent it. The tagging happens in the link itself and needs no tracking pixel.
UTM Parameters Best Practices
Keep values lower case and use hyphens instead of spaces, because analytics tools treat Newsletter and newsletter as two sources. Use utm_medium email for every message so reports group the traffic in the email channel. Leave unsubscribe links untagged, as they must work exactly as your sending platform issues them.
Frequently Asked Questions
What Are UTM Parameters?
UTM parameters are name-value pairs such as utm_source=newsletter that you add to the query string of a link. Analytics tools read them when the visitor arrives and attribute the visit to that source, medium and campaign. They do not change what the page shows.
What Is a UTM Builder?
A UTM builder is a tool that adds the parameters to a link for you and encodes them correctly. This one is made for email: it starts with newsletter and email as defaults, tags many links at once and warns about links that should stay untagged.
Is Email the Source or the Medium?
Email is the medium: use utm_medium=email for every message you send. The source names where the click came from, such as newsletter or the name of a specific mailing list. Keeping this split consistent lets analytics reports group all email traffic together.
What Is UTM Tracking in Email Marketing?
It is the practice of tagging every link in a campaign email so website analytics can show which email brought each visit and conversion. Without the tags, many of those visits appear as direct traffic. The utm_content parameter can also separate a header button from a footer link in the same message.
Related Email Tools
Continue with the guide Email Signature Best Practices. Build a readable signature that travels well.