UTM builder · platformUTM tags for newsletters

Tag every link in the email: utm_source is the newsletter or service name, utm_medium=email, and utm_campaign is the issue, such as nov_digest. Without tags, visits from mail apps often arrive without a source and get lost in direct traffic. Many email services can add tags themselves — then make sure their scheme matches yours.

With utm_content: btn_main for the main button, text_link for a link in the text, banner_top for the banner. Campaign and source are the same, so the report shows which parts of the email work and which only take up space. Batch mode builds links for every button at once: a row per button, a shared address and issue.

No: tags fire only when someone clicks through to the site, and an email open is invisible to them. Opens are counted by the email service, usually with an invisible image. Tags answer a different question: what people who came from the email did on the site — how many, where they went, how many bought.

Either, as long as every email uses the same one. Analytics treats email and newsletter as two different channels, and a mix splits your newsletter report into two rows. email is more common because it also covers triggered emails, with email types told apart by utm_campaign. The builder lowercases values so an Email doesn't appear too.

Yes, if your email service supports it: each has its own variables and bracket syntax, so check its help. You can type such a variable into a field as is — the check reminds you that only the service replaces curly braces. Never put the recipient's email or name into tags: tags are visible in the address and end up in analytics.

In the UTM report grouped by utm_campaign and utm_content: issues as rows, buttons within each issue. If a source shows up twice, check the case and spelling of the tag across emails. To compare issues, add a goal — an order or a signup — and look at conversion by campaign.