UTM Tags

Learn how you can use the UTM tags to track your Campaigns and Automations performance

Ira avatar
Written by Ira
Updated over a week ago

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?

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 the standard UTM tag looks 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 the following — 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) 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 them.

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 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 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 unique tags that identify the source, workflow, media, and content (the message in the flow).

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

The default UTM tag for the Automation looks 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 builder for each email.

The link from the builder has the following structure: https://app.omnisend.com/#/content/letter[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 need the URL to the thank you page (our forms are AJAX / JS-based). Nevertheless, there's a way to solve this problem.

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 must add a checkmark next to the Website button option, paste your custom link with the preset UTM tags, and name the button.

Best Practices for the UTM tags usage

It may become overwhelming if you start using UTMs for all your marketing tools and strategies. Using simple and descriptive names for the UTM tags will ensure 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 critically sensitive, so 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, the customer must make a click. 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 various 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 three, along with utm_content in automation emails). However, if you want to use 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 need assistance, do not hesitate to contact our support team at [email protected].

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