How to Add UTM Parameters in Email Builder

Overview

UTM parameters (Urchin Tracking Module) are tags added to the end of URLs in your email campaigns. They help you track where traffic is coming from and measure campaign effectiveness in tools like Google Analytics.

PXME’s Email Builder supports automatic UTM tagging, so every link in your campaign can be tracked consistently—saving you time while ensuring clean and accurate reporting.

What Are UTM Parameters?

UTM parameters are short snippets of text you add to links in your emails. They allow you to track:

• Which campaign drove traffic

• Which channel performed best

• Conversions, revenue, and engagement tied to emails

Example URL with UTM:
https://yourwebsite.com/offer?utm_source=email&utm_medium=email_marketing&utm_campaign=summer_sale

Automatic UTM Parameters in PXME

PXME automatically applies UTM parameters to all links in your campaign when enabled.

Benefits:

• Streamlined process – no need to manually tag every link.

• Improved accuracy – consistent tagging across all URLs.

• Customizable tracking – add up to five extra custom UTM tags.

• Flexible control – toggle UTM tracking on/off per campaign.

How to Set Up UTM Parameters

Step 1: Access Email Settings

• Go to Marketing > Emails > Campaigns.

• Open or create a campaign in the Email Builder.

• Scroll to Email Settings > Tracking.

Step 2: Enable UTM Tracking

• Toggle UTM Tracking ON.

• Enter your defaults:

  • utm_source: Defaults to email (mandatory).

  • utm_medium: Defaults to email_marketing (customizable).

  • utm_campaign: Enter campaign name, date, or ID.

Step 3: Add Custom Parameters (Optional)

• Add up to 5 additional custom UTMs (e.g., utm_content=subjectlineA or utm_term=promo_discount).

Step 4: Automatic Application

• All links in the campaign will be tagged automatically.

• Consistent tagging ensures clean reporting across multiple links.

Step 5: Disable for Specific Campaigns

• On the Send or Schedule page, toggle tracking OFF if you don’t want UTMs added.

Use Case Examples

• Promotional Campaign
  utm_source=email&utm_medium=email_marketing&utm_campaign=summer_sale

• A/B Testing Subject Lines
  Add utm_content=subject_A vs utm_content=subject_B.

• Cross-Channel Comparison
  Compare utm_source=email vs. utm_source=facebook vs. utm_source=instagram.

Viewing UTM Results

• Open your analytics platform (e.g., Google Analytics).

• Navigate to Acquisition > Campaigns.

• Review:

  • Traffic driven from your email.

  • Conversions & revenue tied to campaigns.

  • Performance across different UTM tags.

Best Practices

• Stick to utm_source, utm_medium, utm_campaign as core values.

• Use all lowercase for consistency.

• Use underscores (_) instead of spaces.

• Never include PII (personally identifiable information).

• Always send a test email to confirm UTMs fire correctly.

Troubleshooting UTM Parameters

• Incorrectly formatted URLs → Always include https://.

• Missing parameters → Check default values in Email Settings > Tracking.

• Trigger links → UTMs are not supported with trigger links.

• Test not working → Send a test email and click links to confirm tracking.

FAQ

1. What are UTM parameters, and why are they important?
They’re tags added to URLs that track campaign performance, showing which email drove traffic and conversions.

2. Can I customize UTM parameters beyond the defaults?
Yes. PXME supports up to five custom UTMs in addition to source, medium, and campaign.

3. How can I disable UTM tracking for one campaign?
On the Send or Schedule page, toggle OFF UTM tracking.

4. What’s the best way to name UTM parameters?
Use clear, consistent naming: lowercase + underscores (e.g., utm_campaign=fall_launch).

5. What should I do if tracking isn’t working?
Confirm https:// is included, ensure tracking is ON, and test before launch.