You may already know this concept or have just faced it for the first time. In this article, we'll tell you what it means and how you can use it in Omnisend.


What is a UTM tag?
UTM tags in Campaigns
UTM tags in Automations
UTM tags in Signup Forms
Best Practices for the UTM tags usage FAQ

What is a UTM tag?

A UTM tag is a snippet attached at the end of the URL identifying the source, medium, and campaign name. These tags are used by Google Analytics and other analytical tools to track where your searchers are coming from and what Campaign has brought them to your website.

Let's check how does the standard UTM tag look for any link you have added to the Email Campaign in Omnisend:

Here, along with your Campaign and contact IDs, you can see the following UTM tags:

  • utm_source=... — letting you track the source of your traffic. It can be set to Facebook, Instagram, and in our case, to omnisend.

  • utm_medium=... — defining the marketing channel your contacts came from. The default values available in Omnisend include — email, sms, PushNotification

  • utm_campaign=... — that tells which of your campaigns or automations has brought the traffic. The default values can be automation: automation_name (automation ID) for automation workflows and campaign: campaign_name (campaign ID) for Campaigns.

  • utm_content=... — this tag is added to the automation workflow messages only and has different values for each message in the sequence.

💡 It is impossible to remove the default values set by Omnisend, but you can set your values.

UTM tags in Campaigns

If you wish to change the default values for UTM tags in your Campaign, you need to scroll down to the very end of the Settings page and click on the add UTM tags for Google Analytics tracking option.

You can also find this option in the SMS and Push Notifications campaigns.

The default UTM tag for the Campaign looks in the following way: utm_campaign=campaign: campaign_name (campaign ID)

The Campaign ID can be found in the Reports section for the already sent Campaign.

UTM tags in Automations

Every message in the Automation workflow is assigned with unique tags identifying the source, workflow, media, and content (the message in the flow).

UTM tags are added to all messages, including Email, SMS, and Push Notification.

The default UTM tag for the Automation looks in the following way:

automation: automation_name (automation ID)&utm_content= (email_ID)

The Automation ID can be found in the Reports section.

To find email IDs, you need to access the email editor for each of your emails.

Classic email builder preview:

New email builder preview:

The link from the editor has the following structure:[email_ID]/editor/editEmail/[automation_ID]

UTM tags in Signup Forms

There is no easy way to add UTM tags after Signup forms submissions since we don't have the URL to the thank you page (our forms are AJAX / JS-based). Nevertheless, there are a couple of ways to solve this problem.

1. Configure Button clicking tracking trigger in your Google Tag Manager

Below you can see the event listener that fires when someone submits the Form.

category: "Omnisend: new email subscriber",
action: "Form type: {formtype}",
label: "New email subscriber"

You will need this snippet while configuring the trigger in the Google Tag Manager. You can find step-by-step instructions here.

2. Use the double-opt-in success page with the custom URL

If you use the double-opt-in confirmation for your Signup forms, you may add a custom link to the page informing you about the successful submission.

Once you click on the Edit button, you will be directed to the Double opt-in page and need to switch to the Confirmation tab. Here, you need to add a check-mark next to the Instead of showing this page, send subscribers to another URL option, and paste your custom link with the UTM tags preset.

Another way to use the UTM tags with the Signup forms is to add them to the Signup form targeting. For example, you may show the Pop-up Form or the Signup box widget to the contacts clicking through the links in a specific campaign or to the leads coming from Facebook or Instagram.

As a result, you can show pop-ups with special offers depending on the acquisition source.

Best Practices for the UTM tags usage

It may become overwhelming if you start using UTMs for all of your marketing tools and strategies. Using simple and descriptive names for the UTM tags will make sure your data is neat and easily readable. Follow these recommendations:

  • Start by setting up your Google Analytics, letting you track the data from the UTM tags, such as user behavior and actions related to each UTM link.

  • UMT tags are key sensitive. Meaning that you should avoid capital letters. The tags “utm_source=Facebook” and “utm_source=facebook” are different.

  • Think about your campaign name. Keep it short and straightforward.

Be aware UTM tracking is not perfect. Users may copy links and share them somewhere. Your links can be clicked several times and record the incorrect data. Look into these data in general and allow minor deviations.


Why are the stats in Google Analytics different from those reported in Omnisend? Omnisend uses other sales tracking logic. If the customer opens/clicks an email in Omnisend and then places an order within an attribution window using any device, the order will still be attributed to Omnisend. While in GA, for an order to be attributed to Omnisend, a click must be made by the customer. The order should be placed using the same device; otherwise, it won't be attributed to Omnisend.

Is it possible to use different UTMs values for different links within the same email? It's impossible to use different values for the UTM tags that Omnisend adds by default (utm_source, utm_campaign, utm_medium in campaigns, and all 3 along with utm_content in automation emails). However, if you want to use some other UTM tag types that aren't added to the email links by default, you're free to use different values for those.

If you have any questions or assistance, do not hesitate to contact our support team at [email protected].

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