UTM tags help you track which Omnisend Email Campaigns, Automation Workflows, and Signup Forms drive traffic and sales.
This guide shows you how to customize UTM parameters for accurate reporting in Google Analytics.
Before You Begin
Google Analytics required: To view UTM tag data, connect Google Analytics to your store.
Default UTM tags: Omnisend adds UTM tags automatically to all links in Email Campaigns, SMS Campaigns, Push Notifications, and Automation Workflows. You can customize them, but not remove them.
What are UTM Tags?
A UTM tag is text added to a URL to track where your website visitors come from. For example, if you send an Email Campaign, UTM tags tell Google Analytics that the visitor arrived via email from Omnisend.
Example of UTM-tagged URL
UTM Parameters in Omnisend
Omnisend uses the following UTM parameters:
utm_source=– Traffic source (alwaysomnisend). Allows you to track the source of your traffic. It can be set to Facebook, Instagram, and, in our case, toomnisend.utm_medium=– Marketing channel (email,sms, orPushNotification). Defines the marketing channel your contacts came from.utm_campaign=/automation=– Campaign or workflow name with ID. Tells which of your campaigns or automations has brought the traffic. The default values can beautomation: automation_name (automation ID)for automation workflows andcampaign: campaign_name (campaign ID)Campaigns.utm_content=– Message ID (Automation Workflows only). This tag is added to automation workflow messages only and has a different value for each message in the sequence.
Why Use UTM Tags?
Track campaign performance: See which Email Campaigns and Automation Workflows drive the most traffic and sales.
Compare channels: Measure email vs. SMS vs. push notification performance.
Measure ROI: Attribute revenue to specific campaigns in Google Analytics.
Customize UTM Tags in Email Campaigns
In your Email Campaign, go to the Settings step.
Scroll to the bottom and click Edit UTM tags.
Customize the Source, Medium, or Campaign fields.
Click Save.
Default format:
utm_campaign=campaign: campaign_name (campaign_ID)
You can also customize UTM tags in SMS Campaigns and Push Notification Campaigns.
Where to find Campaign ID:
Go to Reports → select your sent campaign → view the Campaign ID in the top-left corner.
Customize UTM Tags in Automation Workflows
Each message in an Automation Workflow has unique UTM tags, including utm_content (message ID).
Open your Automation Workflow.
Select a message (Email, SMS, or Push Notification).
In the message editor, click Edit UTM tags.
Customize the Source, Medium, Campaign, or Content fields.
Click Save.
Default format:
utm_campaign=automation: automation_name (automation_ID)&utm_content=(message_ID)
Where to find Workflow ID:
Go to Reports → Automations → select your workflow → view the Workflow ID in the top-left corner.
Where to find message ID:
Open the message editor → check the browser URL.
The message ID appears after /letter/ in the URL:
https://app.omnisend.com/automation/flow/[automation_ID]/letter/[message_ID]/content
Use UTM Parameters in Signup Forms
You can control which visitors see a Signup Form based on UTM parameters in the page URL. For example, show a special form only to visitors from a Facebook ad campaign.
Set Up UTM Targeting
Go to Forms → select your Signup Form.
Click Behavior → Targeting.
Under UTM Parameters, add the required parameters (e.g.,
utm_source=facebook).Click Save.
How it works:
The form appears only if the visitor's URL includes all specified UTM parameters. For example, if you set utm_source=facebook, the form shows only when the URL contains ?utm_source=facebook.
Add UTM Tags to Double Opt-In Confirmation Pages
If you use double opt-in, you can add a custom button with UTM tags to the confirmation success page.
Go to Forms → select your Signup Form → click Edit.
In the form editor, go to Behavior → Audience Management → click Double Opt-In → Confirmation tab.
Under Button, check Website and paste your custom URL with UTM tags.
Name the button (e.g., "Continue Shopping").
Click Finish.
Best Practices for Using UTM Tags
Use lowercase only: UTM tags are case-sensitive.
utm_source=Facebookandutm_source=facebookare treated as different sources.Keep names short and clear: Use descriptive names like
holiday_saleinstead ofcampaign123.Track data in Google Analytics: Go to Acquisition → Campaigns → All Campaigns to view UTM-tagged traffic.
Allow for minor deviations: If contacts share links, UTM data may not be 100% accurate. Review data in aggregate.
FAQ
Why are Omnisend and Google Analytics stats different?
Omnisend and Google Analytics use different attribution models:
Omnisend: Attributes orders if a contact opens or clicks an email within the attribution window, even if they complete the purchase on a different device.
Google Analytics: Attributes orders only if the contact clicks the email and completes the purchase on the same device during the same session.
Can I use different UTM values for links within the same email?
No. Omnisend applies the same utm_source, utm_medium, and utm_campaign values to all links in an Email Campaign. In Automation Workflows, all links in the same message share the same utm_content value. However, you can add custom UTM parameters (e.g., utm_term) to individual links manually.
Where do I view UTM tag data?
In Google Analytics:
Go to Acquisition → Campaigns → All Campaigns.
View traffic and conversions by campaign name, source, and medium.
In Omnisend:
Go to Reports → select your Email Campaign or Automation Workflow → view clicks, orders, and revenue.
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