Email Campaign Tracking: Complete UTM Best Practices Guide

You're sending thousands of emails every month. Newsletters, promotions, abandoned carts, product updates. But when you look at GA4, your email data is a mess:

• Some emails show as "Email" channel ✅
• Others appear as "Direct" ❌
• A few show up as "Paid Search" ❌❌
• Campaign names are inconsistent
• Can't compare performance across email types
• No idea which subject lines or CTAs drive conversions

Sound familiar?

This guide gives you a complete, copy-paste-ready UTM tracking framework for email campaigns that works across every major ESP and ensures clean, consistent GA4 data.

The Email UTM Framework (Copy This)

Core Rule: The 3 Required Parameters

EVERY email link must include these 3 UTM parameters:

?utm_source=`{"{"}{"{"}source{"}"}{"}"}}`&utm_medium=email&utm_campaign=`{"{"}{"{"}campaign{"}"}{"}"}}`

Parameter definitions:

Optional (But Recommended) Parameters

Email UTM Naming Standards

Standard Format

?utm_source=`{"{"}{"{"}platform{"}"}{"}"}}`&utm_medium=email&utm_campaign=`{"{"}{"{"}type{"}"}{"}"}}`-`{"{"}{"{"}name{"}"}{"}"}}`-`{"{"}{"{"}date{"}"}{"}"}}`

Examples:

Weekly Newsletter:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest-2025-01-09

Promotional Campaign:

?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-sale-2025-01

Abandoned Cart Recovery:

?utm_source=klaviyo&utm_medium=email&utm_campaign=cart-recovery-day1

Product Announcement:

?utm_source=newsletter&utm_medium=email&utm_campaign=product-launch-widget-pro

Transactional (Order Confirmation):

?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation

Naming Conventions: Do's and Don'ts

DO:

• Use lowercase (GA4 is case-sensitive: "Spring" ≠ "spring")
• Use hyphens instead of spaces (spring-sale not spring sale)
• Include dates for time-bound campaigns (jan-2025 or 2025-01)
• Be descriptive (flash-sale-shoes-30off not promo)
• Keep consistent across campaigns

DON'T:

• Use spaces (breaks URLs, requires encoding)
• Use special characters (&, =, ?, #)
• Mix uppercase and lowercase
• Use generic names (campaign1, promo, test)
• Change naming format mid-year

UTM Strategy by Email Type

1. Regular Newsletters

Frequency: Weekly, bi-weekly, or monthly

UTM Format:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest-`{"{"}{"{"}date{"}"}{"}"}}`

Example:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest-2025-01-09

Pro tip: Include week number for easy comparison:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest-w02-2025

2. Promotional Campaigns

Use case: Sales, discounts, limited-time offers

UTM Format:

?utm_source=`{"{"}{"{"}platform{"}"}{"}"}}`&utm_medium=email&utm_campaign=`{sale-type}`-`{"{"}{"{"}product{"}"}{"}"}}`-`{"{"}{"{"}date{"}"}{"}"}}`

Examples:

Spring Sale:
?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-sale-2025-03

Black Friday:
?utm_source=klaviyo&utm_medium=email&utm_campaign=black-friday-2025

Flash Sale (24hr):
?utm_source=sendgrid&utm_medium=email&utm_campaign=flash-sale-jan-9-2025

3. Drip/Nurture Campaigns

Use case: Onboarding, trial sequences, re-engagement

UTM Format:

?utm_source=`{"{"}{"{"}platform{"}"}{"}"}}`&utm_medium=email&utm_campaign=`{"{"}{"{"}sequence{"}"}{"}"}}`-{day/email-number}

Examples:

Trial onboarding:
?utm_source=drip&utm_medium=email&utm_campaign=trial-onboarding-day1
?utm_source=drip&utm_medium=email&utm_campaign=trial-onboarding-day3
?utm_source=drip&utm_medium=email&utm_campaign=trial-onboarding-day7

Re-engagement:
?utm_source=activecampaign&utm_medium=email&utm_campaign=win-back-email1
?utm_source=activecampaign&utm_medium=email&utm_campaign=win-back-email2

4. Transactional Emails

Use case: Order confirmations, password resets, shipping updates

UTM Format:

?utm_source=transactional&utm_medium=email&utm_campaign=`{email-type}`

Examples:

?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation
?utm_source=transactional&utm_medium=email&utm_campaign=password-reset
?utm_source=transactional&utm_medium=email&utm_campaign=shipping-notification

Pro tip: Add &utm_content={order-id} for order-specific tracking:

?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation&utm_content=order-12345

5. Event Invitations / Webinars

UTM Format:

?utm_source=events&utm_medium=email&utm_campaign=`{event-name}`-`{"{"}{"{"}date{"}"}{"}"}}`

Examples:

?utm_source=events&utm_medium=email&utm_campaign=webinar-seo-strategies-jan-15
?utm_source=events&utm_medium=email&utm_campaign=conference-2025-registration

6. Product Updates / Announcements

UTM Format:

?utm_source=newsletter&utm_medium=email&utm_campaign=product-`{"{"}{"{"}feature{"}"}{"}"}}`-announcement

Examples:

?utm_source=newsletter&utm_medium=email&utm_campaign=product-ai-integration-launch
?utm_source=newsletter&utm_medium=email&utm_campaign=feature-dark-mode-announcement

Advanced: A/B Testing Email Campaigns

Use utm_content to Track Variants

Subject Line A/B Test:

Variant A:
?utm_source=newsletter&utm_medium=email&utm_campaign=jan-sale&utm_content=subject-a

Variant B:
?utm_source=newsletter&utm_medium=email&utm_campaign=jan-sale&utm_content=subject-b

CTA Button A/B Test:

Button text "Buy Now":
?utm_source=promo&utm_medium=email&utm_campaign=spring-sale&utm_content=cta-buy-now

Button text "Shop the Sale":
?utm_source=promo&utm_medium=email&utm_campaign=spring-sale&utm_content=cta-shop-sale

Email Design A/B Test:

Image-heavy design:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest&utm_content=design-images

Text-focused design:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest&utm_content=design-text

GA4 A/B Test Analysis

Step 1: GA4 → Explore → Blank exploration Step 2: Dimensions: utm_content, utm_campaign Step 3: Metrics: Sessions, Conversions, Conversion rate Step 4: Filter: utm_campaign = your test campaign name

Result: Compare conversion rates by utm_content variant.

Advanced: Audience Segmentation with utm_term

Track Which Audience Segment Converts Best

VIP customers:

?utm_source=promo&utm_medium=email&utm_campaign=exclusive-sale&utm_term=vip-customers

Trial users:

?utm_source=drip&utm_medium=email&utm_campaign=upgrade-offer&utm_term=trial-users

Lapsed customers (no purchase in 90 days):

?utm_source=winback&utm_medium=email&utm_campaign=comeback-offer&utm_term=lapsed-90days

Geography-based:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest&utm_term=us-east
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest&utm_term=us-west

GA4 Segment Performance Analysis

GA4 → Explore:

• Dimension: utm_term
• Metrics: Sessions, Revenue, ROAS
• Compare which audience segment has highest lifetime value

ESP-Specific Setup (Quick Reference)

Mailchimp

Settings → Tracking → Google Analytics
utm_source: mailchimp
utm_medium: email
utm_campaign: *|CAMPAIGN_UID|* (dynamic)

SendGrid

Settings → Tracking → Google Analytics
utm_source: sendgrid
utm_medium: email
utm_campaign: (set per campaign)

Klaviyo

Settings → Integrations → Google Analytics
utm_source: klaviyo
utm_medium: email
utm_campaign: {{ campaign.name }}

HubSpot

Settings → Marketing → Email → Tracking URL parameters
utm_medium: email
(HubSpot auto-sets source and campaign)

ActiveCampaign

Settings → Analytics & Goals → Google Analytics
utm_source: activecampaign
utm_medium: email
utm_campaign: %TITLE%

Link-Level UTM Customization

When to Use Different UTMs for Links Within the Same Email

Scenario: Email with multiple CTAs (hero button, mid-email link, footer link)

Strategy: Same campaign, different utm_content:

Hero CTA button:
?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale&utm_content=hero-cta

Product image link:
?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale&utm_content=product-image

Footer "Shop Now":
?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale&utm_content=footer-link

GA4 Analysis:

• Which CTA position gets most clicks?
• Which link drives highest conversion rate?

Common Email UTM Mistakes to Avoid

Mistake #1: Using utm_medium=newsletter

Wrong:

?utm_source=mailchimp&utm_medium=newsletter&utm_campaign=jan-sale

Right:

?utm_source=newsletter&utm_medium=email&utm_campaign=jan-sale

Why: utm_medium determines GA4 channel grouping. Only email is recognized as Email channel.

Mistake #2: Inconsistent Capitalization

Wrong:

Email 1: utm_campaign=Spring-Sale
Email 2: utm_campaign=spring-sale
Email 3: utm_campaign=SPRING-SALE

GA4 treats these as 3 different campaigns!

Right: Pick one standard (lowercase recommended):

utm_campaign=spring-sale

Mistake #3: Forgetting Transactional Emails

Missed tracking opportunities:

• Password reset emails → often link to login page (conversion!)
• Order confirmations → often link to related products (upsell!)
• Shipping notifications → often link to tracking page (engagement!)

Fix: Add UTMs to ALL transactional email links.

Mistake #4: Not Encoding Special Characters

Wrong (breaks URL):

?utm_campaign=50% Off Sale!

Right (URL-encoded):

?utm_campaign=50-percent-off-sale

Or use URL encoding:

?utm_campaign=50%25%20Off%20Sale

Mistake #5: Using Generic Campaign Names

Wrong:

utm_campaign=promo
utm_campaign=campaign1
utm_campaign=test

Right:

utm_campaign=spring-sale-2025-03
utm_campaign=product-launch-widget-pro
utm_campaign=black-friday-early-access

GA4 Custom Reports for Email Performance

Report 1: Email Campaign Performance Dashboard

GA4 → Explore → Free Form

Dimensions:

• utm_campaign
• utm_source

Metrics:

• Sessions
• Engaged sessions
• Conversions
• Revenue
• Conversion rate

Filter: utm_medium = email

Result: See which email campaigns drive most revenue.

Report 2: Email Link Performance (CTA Analysis)

Dimensions:

• utm_campaign
• utm_content

Metrics:

• Sessions
• Conversion rate

Filter: utm_medium = email

Result: See which CTA position converts best.

Report 3: Email Audience Segment Performance

Dimensions:

• utm_term
• utm_campaign

Metrics:

• Sessions
• Revenue
• ROAS

Filter: utm_medium = email AND utm_term is not null

Result: See which audience segments have highest lifetime value.

Prevention & Maintenance Checklist

✅ Set default UTMs in your ESP (utm_medium=email) ✅ Create naming standards doc for your team ✅ Audit quarterly for naming drift ✅ Test before major sends (check real-time GA4) ✅ Train new team members on UTM standards ✅ Review GA4 monthly for anomalies (e.g., email showing as Direct) ✅ Update transactional emails when adding new flows

FAQ

Should I use utm_source=mailchimp or utm_source=newsletter?

Both are valid. Choose based on your reporting needs:

Use ESP name (mailchimp, sendgrid) if you:

• Want to compare ESP performance
• Use multiple ESPs
• Care about platform-level metrics

Use campaign type (newsletter, promo, transactional) if you:

• Only use one ESP
• Want to compare email types
• Care more about content type than platform

Our recommendation: Use campaign type as source, ESP as medium or content:

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest&utm_content=mailchimp

Do I need UTMs on transactional emails?

Yes! Even transactional emails drive valuable actions:

• Password reset → user logs in (engagement)
• Order confirmation → user clicks "track order" (retention)
• Shipping notification → user browses related products (upsell)

Track them all.

Can I use different utm_medium values for different email types?

No. Always use utm_medium=email for ALL emails. Use utm_source or utm_campaign to differentiate:

✅ Promotional:
?utm_source=promo&utm_medium=email&utm_campaign=jan-sale

✅ Transactional:
?utm_source=transactional&utm_medium=email&utm_campaign=order-confirm

❌ Wrong:
?utm_source=app&utm_medium=transactional (GA4 won't recognize as email)

What if my ESP auto-generates campaign names?

Most ESPs let you customize:

• HubSpot: Uses email name (rename your emails to match UTM standards)
• Mailchimp: Uses campaign title (rename to match standards)
• Klaviyo: Use {{ campaign.name }} variable (rename campaign in Klaviyo)

If your ESP doesn't allow customization, manually override per campaign.

How often should I audit my email UTM setup?

Monthly: Quick check (5 min)

• Send test email
• Click link
• Verify in GA4 real-time

Quarterly: Full audit (30 min)

• Review all active email templates
• Check new automation sequences
• Verify transactional emails
• Update team documentation

Should I track email opens with UTMs?

No. UTMs track clicks, not opens. Email opens are tracked by:

• ESP (Mailchimp, SendGrid, etc.) via tracking pixels
• Note: Open tracking is increasingly unreliable due to privacy features (Apple Mail Privacy Protection)

Focus on click tracking and conversions instead.

Conclusion

Email UTM tracking best practices summary:

1. Always use utm_medium=email (never change this)
2. Use descriptive campaign names (not "promo" or "test")
3. Stay consistent (lowercase, hyphens, date formats)
4. Track ALL emails (including transactional)
5. Use utm_content for A/B testing
6. Use utm_term for audience segmentation
7. Set ESP defaults to automate UTM addition
8. Test before sending (verify in GA4 real-time)
9. Audit quarterly to prevent naming drift

Follow this framework and your email data in GA4 will be clean, consistent, and actionable for optimization decisions.

Related: Why utm_medium=email is Critical