What is UTM tagging?
UTM tagging is adding standard parameters to the links in your emails so web analytics can attribute visits and sales to a specific campaign or flow.
The common parameters are source, medium and campaign, with optional content and term. For email, the source might be the platform name and the medium might be email.
Consistency matters more than detail. If the same campaign is labelled several ways, analytics splits it into separate rows and trends become hard to read. Agree naming rules and stick to them.
Many email platforms add tags automatically, which is convenient, but check that they do not conflict with tags set elsewhere. Without clean tagging, email traffic can be lumped into direct or other channels.
A worked example.
Imagine a hypothetical homeware store that names every spring campaign with the same pattern, including the month and theme. In analytics, it can filter all email visits and compare campaigns side by side without untangling mismatched labels.
Common mistakes.
- Changing naming conventions mid-year
- Tagging links in some emails but not others
- Mixing upper and lower case in tag values
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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