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UTM Parameters
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UTM Parameters

Engage Studio can automatically append UTM parameters to every email link, enabling downstream tools such as Google Analytics (GA4) to attribute traffic and conversions to the originating campaign. The setting is applied per campaign and affects all links in the email body.

  • Measure campaign-driven website traffic and conversions.
  • Analyze performance in GA4 reports and Treasure Data.

How to Use

1. Enable UTM Tracking

  1. Create a new campaign in Engage Studio.

  2. Open the UTM Tracking tab and enable the option.

  3. Enter values for UTM parameters such as utm_source, utm_campaign, etc.

    • Any empty fields will be excluded from the final URL.

UTM tracking settings

2. Supported UTM Parameters

ParameterDescriptionDefault ValueExample ValueConfigurable
utm_idCampaign IDAutomatically assigned0197f7f3-8d40-7a83-b93c-a47797c94ea0❌
utm_mediumChannel (for example, email): How the traffic is getting thereemailemail❌
utm_source_platformPlatformtreasuredatatreasuredata❌
utm_sourceTraffic sourcetreasuredatatreasuredata❌
utm_campaignCampaign name: Why the traffic is going there. Use segment name, campaign name(empty)spring_sales✅
utm_marketing_tacticTargeting tactic(empty)remarketing✅

NOTE: All values must be 40 characters or fewer, and the values will be automatically URI encoded.

Link Handling (Internal Logic)

During message submission, Engage Studio will:

  • Parse all <a href> tags in the HTML content

  • Append UTM parameters to links that do not already contain the specific parameter

  • Skip links starting with mailto: or #

Integration with Google Analytics

How to Check in GA4

  1. Go to Reports > Acquisition > Traffic Acquisition in GA4.

  2. Use the following dimensions to analyze traffic from Engage campaigns:

    • Session campaign: utm_campaign

    • Source / Medium: utm_source / utm_medium

    • Campaign ID: utm_id

  3. Optionally, configure custom dimensions to view utm_source_platform and utm_marketing_tactic.

    • Custom dimension: create a custom dimension in GA4 for utm_source_platform.

      1. Go to Admin > Custom definitions > Custom dimensions.
      2. Click Create custom dimension.
      3. Set the scope to Event.
      4. For Event parameter, enter utm_source_platform.
      5. Give it a descriptive name (for example, Source Platform Custom).
      6. Save it.

    • After the custom dimension is active, values such as treasuredata populate the dimension so you can analyze them directly in reports and explorations, independent of the default session_source_platform grouping.

Manual UTM Insertion (Without Campaign)

If you are not using Engage Campaigns (for example, sending emails via Activation), UTM parameters must be manually embedded in the email content. You can use Liquid template syntax to dynamically generate tracking parameters based on user attributes or message context.

https://example.com/products?utm_source=newsletter&utm_medium=email&utm_campaign=campaign_name&utm_id={{ campaign_id }}&utm_source_platform=treasuredata

FAQ

Q1. Can I use utm_content or Liquid templates?

→ Currently not supported. Liquid template support is planned for a future release.

→ No. UTM parameters are applied uniformly to all links in the campaign. For unique values per link, hardcode them in the HTML.

→ The system will not overwrite existing parameters. Only missing parameters are appended.

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