Setup & UTM Tagging
1. Open the Google Analytics settings
Go to Transactional → Google Analytics. The Google Analytics Integration page opens.
At the top, Enable Google Analytics is the master switch for your account. When it's off, links aren't tagged and nothing is sent to Google Analytics. It's on by default.
Enable Google Analytics and Tag links with UTM parameters are both on until you switch them off. Even if you've never opened this page, the links in your marketing email are tagged with utm_source=email, utm_medium=email and utm_campaign set to the campaign's name. To stop tagging, switch off Tag links with UTM parameters and click Save.
2. Set your account's UTM values
Under UTM Campaign Tagging, make sure Tag links with UTM parameters is on, then set your values:
| 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}} | Accepts tokens, see below. |
| Campaign Content (utm_content) | empty | Optional. Accepts tokens. |
| Campaign Term (utm_term) | empty | Optional. Accepts tokens. |
If you leave Source, Medium or Name empty, it goes back to its default when you save. Click Save at the bottom of the page. You'll see Google Analytics settings saved.
Each field has a ? icon that explains it with an example.
What each UTM parameter means
UTM parameters are labels added to the end of a link. Google Analytics reads them and groups the visit accordingly. They're the standard way to track marketing campaigns.
| Parameter | The question it answers | Typical email value | Where it shows in GA4 |
|---|---|---|---|
utm_source | Where did the visitor come from? | email, or your newsletter's name | Session source |
utm_medium | What kind of channel was it? | email | Session medium |
utm_campaign | Which campaign sent them? | The campaign's name, such as Summer Sale 2026 | Session campaign |
utm_content | Which link in the email did they click? | A label such as header_button | Session manual ad content |
utm_term | Which keyword? Used for paid search, rarely for email | Usually empty | Session manual term |
utm_content
utm_content tells apart two or more links that go to the same page from the same email. Say your newsletter has a large Shop now button at the top and a small text link at the bottom, both pointing to https://shop.example.com/sale. Label the button header_button and the text link footer_link, and Google Analytics shows which of the two brought the clicks and the sales. That tells you where your call to action works best.
A value you set here applies to every link, so labelling links one by one is done in the links themselves. See Settle which call to action works. If you only have one link, or don't need to know which was clicked, leave it empty.
A worked example
Say you keep the defaults: utm_source=email, utm_medium=email, utm_campaign={{campaign_name}}. You schedule a broadcast with the Campaign Name Summer Sale 2026, and it contains a link to https://shop.example.com/sale.
When it's sent, the link becomes:
https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=Summer%20Sale%202026
The spaces in the name are encoded as %20 in the link. When a recipient clicks it, your own Google Analytics (the tag on shop.example.com) records a session with:
- Session source:
email - Session medium:
email - Session campaign:
Summer Sale 2026
You'll find it in GA4 under Reports → Acquisition → Traffic acquisition, grouped by Session campaign, next to the conversions and revenue that session brought in. That's how you answer how much business did this email bring in?
Tokens
The Campaign Name, Campaign Content and Campaign Term fields accept tokens, filled in for each send:
| Token | Replaced with |
|---|---|
{{campaign_name}} | The campaign's name. For a scheduled broadcast, that's the Campaign Name you enter when you schedule it. |
{{campaign_id}} | The broadcast's ID |
{{list_name}} | The name of the recipient's list |
{{date}} | The send date, as YYYY-MM-DD, in UTC |
{{datetime}} | The send date and time, as YYYY-MM-DD_HH-MM, in UTC |
So {{campaign_name}} names every campaign after itself, without you changing this page again. Tokens can be combined with text, for example newsletter-{{date}}.
Preview a tagged link
Under Preview tagged URL, paste any link, for example https://example.com/landing-page, and click Preview. You'll see exactly how it will be tagged with the values currently in the form, before you save. The preview fills tokens with sample values: Example Campaign for the campaign name, 123 for the ID and My List for the list.
3. Override the values for one campaign (optional)
To give one campaign different UTM values, you don't need to change your account's values. Its form has a Google Analytics (UTM) switch:
| Form | Where the switch is |
|---|---|
| Scheduling a broadcast: Actions → Schedule, or rescheduling | Below Track Clicks |
| Evergreen campaigns: Campaigns → Evergreen Campaigns, when you add or edit one | Below Track Clicks |
| Drip campaigns: Campaigns → Drip Campaigns, when you add or edit a drip campaign | Next to the click tracking option |
| Triggers: Actions → Triggers, for the Send a broadcast and Send a notification email to admin actions | Below the action's settings. See Triggers. |
To override:
- Switch on Google Analytics (UTM). Five fields appear, labelled
utm_source,utm_medium,utm_campaign,utm_contentandutm_term, filled in with your account's values. - Change the values you want. Tokens work here too.
- Save the form as usual.
The override is saved with that campaign, drip or trigger, both when you create it and when you edit it, and affects nothing else. A field you leave empty uses your account's value. Switch it off to go back to your account's values.
If Tag links with UTM parameters or Enable Google Analytics is off for your account, nothing is tagged, even with an override switched on.
How tagging behaves
- At send time. Links are tagged as each message is sent, on the link's real destination, in both the HTML and the plain-text version.
- With or without click tracking. Tagging works whether Track Clicks is on or off.
- Existing links are respected. Query strings already on a link are kept, and the UTM parameters go before any
#anchor. - No double tagging. A link that already contains any
utm_parameter is left exactly as it is. This lets you tag a link by hand when you need to. - Mumara ONE's own links are never tagged. Unsubscribe, web version, confirmation and tracking links, links on your tracking domain, and links to paths such as
/unsubscribeand/preferencesstay untagged. They lead to Mumara ONE rather than to your website, so tags on them would never reach your Google Analytics. - Only web links. Only
http://andhttps://links to a proper domain are tagged, notmailto:ortel:links.
That's everything you need for UTM tagging. To also send engagement events to GA4, continue to GA4 Server Events.