Setup & UTM Tagging
1. Enable the addon
As an administrator, go to Setup → Add-ons, find Google Analytics, and click Install / Enable. Once active, a Google Analytics item appears under Settings in the left sidebar.
2. Configure account UTM defaults
Open Settings → Google Analytics and turn on Tag links with UTM parameters. Set your defaults:
| Field | Default | Notes |
|---|---|---|
Campaign Source (utm_source) | email | Usually left as email. |
Campaign Medium (utm_medium) | email | Usually left as email. |
Campaign Name (utm_campaign) | {{campaign_name}} | Supports tokens (see below). |
Campaign Content (utm_content) | — | Optional — see below. |
Campaign Term (utm_term) | — | Optional. |
What each UTM parameter means
UTM parameters are simply labels added to the end of a link's web address. Google Analytics reads them and groups the visit accordingly — they're the standard, Google-recommended way to track marketing campaigns. Here's what each one is for, in plain terms:
| Parameter | The question it answers | Typical email value | Where it shows in GA4 |
|---|---|---|---|
utm_source | Where did the visitor come from? | email (or your brand / newsletter name) | Session source |
utm_medium | What kind of channel was it? | email | Session medium |
utm_campaign | Which campaign sent them? | the campaign name, e.g. Summer-Sale-2026 | Session campaign |
utm_content | Which link in the email did they click? | a label such as header_cta or footer_link | Session manual ad content |
utm_term | Which keyword? (paid search — rarely used for email) | usually left blank | Session manual term |
utm_content — the one most people ask about
utm_content lets you tell apart two or more links that point to the same place within the same email. Imagine your newsletter has a big "Shop now" button at the top and a small text link at the bottom, both going to https://shop.com/sale. If you tag the button with utm_content=header_button and the text link with utm_content=footer_link, Google Analytics will show you which of the two actually drove the clicks and sales — invaluable for deciding where to place your call-to-action. If you only have one link, or don't care which was clicked, just leave it blank.
A worked example
Say your account defaults are utm_source=email, utm_medium=email, utm_campaign={{campaign_name}}, and you send a broadcast named "Summer Sale 2026" containing a link to https://shop.example.com/sale.
At send time, that link automatically becomes:
https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=Summer-Sale-2026
When a recipient clicks it and lands on your website, your own Google Analytics (the GA tag already installed on shop.example.com) records a session labelled:
- Source:
email - Medium:
email - Campaign:
Summer-Sale-2026
You'll find it in GA4 under Reports → Acquisition → Traffic acquisition (group by Session campaign), next to the conversions and revenue that session generated. That's how you answer "how much business did this specific email actually drive?"
Tokens
The campaign/content/term fields accept tokens that are filled in automatically for each send:
{{campaign_name}}— the campaign or broadcast name{{campaign_id}}— its numeric id{{list_name}}— the recipient's list{{date}}— the send date (YYYY-MM-DD)
So {{campaign_name}} produces utm_campaign=Summer-Sale automatically.
Exclude system links
Leave Exclude unsubscribe / system links on (the default) so Mumara's own unsubscribe, confirmation and tracking links are never tagged — only your real destination links are.
Preview
Use Preview tagged URL to paste any link and see exactly how it will be tagged before you save.
These defaults apply to every broadcast, campaign, trigger and drip you send.
3. Per-campaign overrides (optional)
When you want a specific campaign to use different UTM values, you don't have to change your account defaults. On the broadcast, campaign, trigger or drip screen you'll find a Google Analytics (UTM) panel:
- Turn on Override account UTM settings for this campaign.
- Enter the campaign-specific
utm_*values. - Save as usual.
Overrides apply on both create and edit, and only affect that one campaign. Leave the override off to keep using your account defaults.
How tagging behaves
- Tagging happens at send time, on each link's real destination.
- It works whether or not click-tracking is enabled.
- It's safe to re-run — a link that already carries your
utm_sourceis never double-tagged. - Existing query strings and
#anchorson your links are preserved.
That's everything you need for UTM tagging. If you also want engagement events pushed into GA4 directly, continue to GA4 Server Events.