What is an UTM tag ?
“UTM” stands for “Urchin tracking module” and it is an option offered by Google and can be used with their software Google Analytics.
UTM parameters offer you a way to track traffic from different platforms and sources. This will help you identify the origins of your visits and then compare the results. UTM codes are small bits of text that you are including in your URLs and this tells Google Analytics a bit more for each link and especially from where they are coming.
Here are the mandatory and optional parameters you can use:
- medium (mandatory): the medium parameter tracks what type of traffic the visitor originated from. Examples: email, social media, organic, etc.
- source (mandatory): the source parameter allows you to track where the traffic originated from. Examples: Facebook, Twitter, Google, name of an email list etc.
- campaign (mandatory): the campaign name parameter allows you to track the performance of a specific campaign.
- term (optional): if you are using paid search and/or referral, you could want to add this parameter with relevant keywords to better identify them.
- content (optional): if you have multiple links or the same one multiple times in the same campaign you can fill in this value so you can differentiate them.
Please note: This functionality is only available on Premium Plans.
Why is UTM tagging relevant to email?
ESPs provide you with relevant statistics and information about the campaigns* you've sent. But your tracking stops at the status of the email - sent, opened, clicked, bounced, blocked, marked as spam, unsubscribed. You can’t really see what happened after the reader clicked on your CTA (Call to action) or link. That's where using UTM tags can help you.
UTM codes enable you to know the source and medium of each of the links directing to your website, you’ll be able to identify who went where, and keep tracking that visitor through their journey on your website.
*UTM tagging is only applicable for email campaigns - marketing campaigns or transactional mails grouped as a campaign.
How to implement UTM tagging with Mailjet ?
Now it is easier than ever to track your links with your Mailjet campaigns with the help of UTM tags.
To activate the UTM tagging option, you will first need to switch on the functionality from your Mailjet account (available only on the main API key) by going to the Email tracking page. Once enabled, this functionality will be activated for all sub-accounts!
Once this is done, an additional section with parameters will be displayed:
The three mandatory UTM tags (key) parameters will be displayed at top, but you can of course add more optional parameters if you need to. Note that you can add up to 10 fields in total.
The UTM tag itself has two components:
- UTM Parameter - that starts with "utm_". There are multiple parameters you can track: utm_source, utm_medium, utm_campaign, etc.
- Tracking variable - this is a unique value to identify the parameter being tracked, such as the name of the traffic source for example.
Here is an example:
Once all the UTM tags have been added, those will be automatically implemented to all your future URLs. Just be aware that the implementation of those changes will take a few minutes, before the tags are operational.
Be aware the UTM tags will not be applied for TEST emails.
Please note: If you think that the statistics displayed in Google Analytics are not correct, don’t hesitate to contact their support directly as Mailjet is only applying the UTM tags you provide to the URLs in your emails.