{"id":45160,"date":"2023-08-07T13:59:53","date_gmt":"2023-08-07T13:59:53","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=45160"},"modified":"2026-04-07T15:28:29","modified_gmt":"2026-04-07T15:28:29","slug":"ecommerce-email-marketing-utm-parameters","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/","title":{"rendered":"eCommerce Email Marketing UTM Parameters and How to Use Them"},"content":{"rendered":"<p>UTM parameters are an invaluable marketing tool preferred for tracking campaign effectiveness. However, despite how many insights they can provide, they\u2019re often underused.<\/p>\n<p>In this blog post, we explain how UTM parameters work in <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-examples\/\">eCommerce email marketing<\/a>, why you need to use them, and how to get started.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/#What_Are_UTM_Parameters_Anyway\" >What Are UTM Parameters, Anyway?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/#Using_UTM_Parameters_in_eCommerce_Email_Campaigns_%E2%80%93_Heres_How_Its_Done\" >Using UTM Parameters in eCommerce Email Campaigns \u2013 Here\u2019s How It\u2019s Done<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/#The_Benefits_of_UTM_Parameters_for_Email_Marketing\" >The Benefits of UTM Parameters for Email Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/#Tips_for_Writing_UTM_Parameters_for_eCommerce_Email_Campaigns\" >Tips for Writing UTM Parameters for eCommerce Email Campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-utm-parameters\/#Bottom_Line\" >Bottom Line<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Are_UTM_Parameters_Anyway\"><\/span><span style=\"color: #339966;\"><strong>What Are UTM Parameters, Anyway?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Urchin Tracking Module or UTM parameter is a tag for measuring how effective marketing and <a href=\"https:\/\/www.engagebay.com\/blog\/10-ways-crm-can-help-create-better-email-campaigns\/\">email campaigns<\/a> are. You affix the tag to a URL, then wait for your leads or customers to visit it.<\/p>\n<p>When they do, the tag begins providing information such as how the visitors found your website, which pages they\u2019re clicking, and what they\u2019re interacting with.<\/p>\n<p>You can use UTM parameters in five unique ways depending on the tag you select. Let\u2019s take a look.<\/p>\n<h3><span style=\"color: #993300;\"><strong>UTM Content<\/strong><\/span><\/h3>\n<p>The first tag, utm_content, indicates which element a website visitor clicked on. For example, if you run an advertising campaign, you should use this tag to tell you which ad received the most clicks.<\/p>\n<p>You can also use the utm_content tag in the context of eCommerce email marketing by reviewing which links got the most engagement. You can then implement similar content in more of your marketing or <a href=\"https:\/\/www.engagebay.com\/blog\/promotional-email\/\">promotional emails<\/a>.<\/p>\n<h3><strong><span style=\"color: #993300;\">UTM Term<\/span><\/strong><\/h3>\n<p>The second tag is utm_term, which highlights a search term or keyword. For example, utm_term=vacuum+cleaner tells you which pages on your website or which emails utilize that keyword.<\/p>\n<p>This UTM tag is handy for tracking which keywords perform the best, especially keywords you bid and paid for.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h3><strong><span style=\"color: #993300;\">UTM Source<\/span><\/strong><\/h3>\n<p>Next is utm_source, which indicates the traffic source. This UTM tagging can help determine if you\u2019re generating the most leads from your email marketing campaigns, advertisements, <a href=\"https:\/\/www.engagebay.com\/blog\/content-marketing-automation-guide\/\">content marketing<\/a>, or social media marketing.<\/p>\n<h3><strong><span style=\"color: #993300;\">UTM Campaign<\/span><\/strong><\/h3>\n<p>Sort through your ongoing campaigns with the utm_campaign tag, which identifies promotions as part of an overarching campaign. Using this tag, you can also search for sales, contests, products, or services.<\/p>\n<h3><strong><span style=\"color: #993300;\">UTM Medium<\/span><\/strong><\/h3>\n<p>The fifth UTM tag is utm_medium, which indicates whether an email or PPC link brought traffic to your website. For instance, you would input utm_medium=email to track how your eCommerce emails drive traffic.<\/p>\n<p>UTM parameters date back to pre-Google Analytics days, as the U in UTM is for Urchin, the company that precedes Google Analytics.<\/p>\n<p>Reviewing UTM code is critical for <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-business-plan\/\">eCommerce businesses<\/a> of all sizes. The data gleaned from the parameters indicate which parts of your marketing campaign perform successfully so you can focus on using those communication channels more moving forward.<\/p>\n<p><em><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/utm-builder\">\u2192 Try this free UTM builder<\/a><\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Using_UTM_Parameters_in_eCommerce_Email_Campaigns_%E2%80%93_Heres_How_Its_Done\"><\/span><span style=\"color: #339966;\"><strong>Using UTM Parameters in eCommerce Email Campaigns \u2013 Here\u2019s How It\u2019s Done<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_45370\" aria-describedby=\"caption-attachment-45370\" style=\"width: 1805px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/utm-builder\"><img decoding=\"async\" class=\"wp-image-45370 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder.jpg\" alt=\"EngageBay UTM Builder\" width=\"1805\" height=\"865\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder.jpg 1805w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder-300x144.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder-1024x491.jpg 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder-768x368.jpg 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder-1536x736.jpg 1536w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/EngageBay-UTM-Builder-595xh.jpg 595w\" sizes=\"(max-width: 1805px) 100vw, 1805px\" \/><\/a><figcaption id=\"caption-attachment-45370\" class=\"wp-caption-text\"><em>EngageBay UTM Builder<\/em><\/figcaption><\/figure>\n<p>Now that you understand the basics of UTM parameters, let\u2019s delve into how to use them for tracking and optimizing your eCommerce email campaigns.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Manually implementing UTM code<\/strong><\/span><\/h3>\n<p>Google Analytics is the most popular tool for tracking UTM parameters, but any other URL builder suffices.<\/p>\n<p>If you use Google Analytics, you\u2019ll add UTM tags to the <a href=\"https:\/\/ga-dev-tools.google\/campaign-url-builder\/\">Campaign URL Builder<\/a>.<\/p>\n<p>Go through each of the five UTM tags above, tailoring them to your needs by replacing the code with your own. This isn\u2019t complicated coding by far. You don\u2019t have to understand coding languages to alter the UTM tags.<\/p>\n<p>Manually creating UTM tags takes longer and requires a careful eye to avoid human error (or having a proofreader handy), but it gives you a greater degree of customization.<\/p>\n<h3><strong><span style=\"color: #993300;\">Automatically implementing UTM code<\/span><\/strong><\/h3>\n<p>Automating UTM tags makes sense in many scenarios. You might prefer to let an <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing software<\/a> take care of the heavy lifting because you don\u2019t have time or worry your tags won\u2019t work.<\/p>\n<p>Email marketing software will generate UTM tags for you and insert them into your emails. However, you can edit any tags or code you wish before your next emails go live.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-emails-advanced-segmentation-strategies\/\">Read also: eCommerce Emails: 50+ Basic and Advanced Segmentation Strategies<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">Reviewing UTM parameters<\/span><\/strong><\/h3>\n<p>Once you\u2019ve created UTM codes and made them live, it\u2019s time to watch the results trickle in. If you use Google Analytics, you can review your UTM tags in Channels reports, Click Acquisition, All Traffic, and Channels.<\/p>\n<p>Channels will provide <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-metrics\/\">metrics such as conversion levels<\/a>, bounce rate, pages per session, website visitor activity, and how many new sessions and users your emails generate. You can even review this data by specific email channels.<\/p>\n<p>Do you want to expand the parameters included in the Channels report? Toggle the primary dimensions settings to add content, source, or campaign UTM tags.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Integrating Google Analytics with your email marketing tool<\/strong><\/span><\/h3>\n<p>You can track any UTM parameter you wish from Google using most <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-marketing-software-for-ecommerce\/\">email marketing tools<\/a>. That makes UTM tracking expedient, as you can get the reports fed to you through Google without having to log into one platform, then another.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-a-b-testing\/\">Read also: eCommerce Email A\/B Testing Basics For Beginners<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Benefits_of_UTM_Parameters_for_Email_Marketing\"><\/span><span style=\"color: #339966;\"><strong>The Benefits of UTM Parameters for Email Marketing<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Why use UTM parameters for your email marketing? Here are the advantages of adding these tags to your ongoing campaigns.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Expands your campaign knowledge<\/strong><\/span><\/h3>\n<p>Your email marketing campaigns, and other campaign types, will now generate more <a href=\"https:\/\/www.engagebay.com\/blog\/customer-data-guide\/\">metrics and data<\/a> than you ever had access to before.<\/p>\n<p>You can fill in key parts of the puzzle about where your eCommerce website traffic comes from, which products or promotions had the most success, and which communication method produced the results you seek.<\/p>\n<h3><strong><span style=\"color: #993300;\">Increases the usefulness of Google Analytics<\/span><\/strong><\/h3>\n<p>You can also get more out of Google Analytics by using UTM tags. Although Google offers its analytics for free, you must pay to derive the most insights from the tool. Introducing UTM tags ensures you get your money\u2019s worth.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Tells you where to double down on your campaigns<\/strong><\/span><\/h3>\n<p>Many analytics become available while your email marketing campaign is still underway, allowing you the chance to amend your campaign midway through to optimize it for your audience.<\/p>\n<p>You can determine through UTM parameters when your campaign is driving the desired results and when it isn\u2019t.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/link-tracking-tools\/\">Read also: 6 Best Link Tracking Tools for Campaign Management in 2024<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tips_for_Writing_UTM_Parameters_for_eCommerce_Email_Campaigns\"><\/span><span style=\"color: #339966;\"><strong>Tips for Writing UTM Parameters for eCommerce Email Campaigns<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>UTM parameters are only as useful as their tags. These tips for writing and optimizing tags will reduce human error and allow you to glean important <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-a-b-testing\/\">data from your email marketing campaigns<\/a>.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Keep your tags short and sweet<\/strong><\/span><\/h3>\n<p>Shorter tags are easier to write, check, and deploy. You\u2019re also at a lower risk of making mistakes when your UTM tags are reasonably long.<\/p>\n<h3><strong><span style=\"color: #993300;\">Don\u2019t use uppercase<\/span><\/strong><\/h3>\n<p>Most importantly, use lowercase letters, especially if you\u2019re working in Google Analytics. This tool treats UTM tags with lowercase versus uppercase letters differently, tracking a tag with an uppercase letter separately from those with lowercase letters.<\/p>\n<p>This can throw your UTM tracking out of whack, so double-check that your tags have all lowercase letters.<\/p>\n<h3><strong><span style=\"color: #993300;\">Watch for extra spaces<\/span><\/strong><\/h3>\n<p>Adding extra spaces to your UTM tags can cause Google Analytics to create separate campaign parameters like using uppercase can. However, it\u2019s more difficult to tell if you\u2019re using additional spaces until you have too many in your campaign tags.<\/p>\n<p>Automatic tag creation ensures each tag has the appropriate number of spaces.<\/p>\n<h3><span style=\"color: #993300;\">Maintain consistency<\/span><\/h3>\n<p>Consistency is key when creating UTM tags. Establish rules if you\u2019re working on tag creation with another member of your company to produce consistent tags across the entire campaign.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Use a parameter checker<\/strong><\/span><\/h3>\n<p>You don\u2019t want to find out the hard way that your UTM parameters don\u2019t work as intended. UTM checker tools will look for inconsistencies, extra spaces, and other errors, pointing out the mistakes so you can fix them before your tags go live.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-copy\/\">Read also: eCommerce Email Copy: 12 Tricks to Drive More Conversions<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bottom_Line\"><\/span><span style=\"color: #339966;\"><strong>Bottom Line<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>UTM parameters unveil critical insights about your email marketing campaigns, helping you understand where your audience members come from, how they <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-analytics\/\">behave on your eCommerce website or store<\/a>, which email campaign elements brought in the most website traffic, and which communication channels your audience prefers (including email).<\/p>\n<p>You can choose from five tags, all of which make using Google Analytics more valuable, even if you don\u2019t pay for the service.<\/p>\n<p>Have you ever used UTM tags before? Do you plan on adding these tags to your email campaigns now that you understand how they work? Let us know in the comments.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>UTM parameters are an invaluable marketing tool preferred for tracking campaign effectiveness. However, despite how many insights they can provide, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":45447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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