Why UTM tags matter for email
When someone clicks a link in your email and lands on your site, your analytics needs to know where they came from. Without UTM tags, that visit usually gets lumped in as "direct" or misattributed — so you can't tell which campaign actually drove revenue. UTM parameters are small labels added to the end of a URL that tell tools like Google Analytics exactly which email, and which link, sent the click.
The three that matter most
- utm_source — the origin of the click, such as newsletter, welcome, or your brand name.
- utm_medium — the channel. For email, always use email so every send groups under one channel.
- utm_campaign — the specific campaign, like july-sale-2026. This is what you'll compare in reports.
The optional utm_term and utm_content help you split test variants or tell apart two links pointing to the same page (a header button versus a footer link, for example).
Keep it consistent
Analytics platforms are case-sensitive: Email and email become two separate lines in your reports. This builder forces everything lowercase and hyphenated so your data stays clean and easy to group. Pick a naming convention once and stick to it across every send.
Frequently asked questions
What UTM parameters should I use for email?
At minimum: utm_source, utm_medium set to email, and utm_campaign. Add utm_term or utm_content only when you need to distinguish variants or individual links.
Should UTM tags be lowercase?
Yes — mixed case splits your reporting. Keep all values lowercase and hyphenated.
What is the correct utm_medium for email?
Use email for all marketing and newsletter sends, so you can compare email against your other channels.
Tagged your links? Run the whole email through the full Mailfois pre-send checker before you send.