UTM tags (aka UTM codes or UTM parameters) help you measure the impact of each particular traffic source or marketing channel and see which advertising campaigns bring you less revenue.
If you want to quickly respond to any change in the website traffic and reallocate your advertising budget, UTM tags are a must-have.
UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link. Here’s a sample of what one looks like:
That's why using UTM codes, you track the performance of each of those links so you can see where your traffic is coming from.
Following this link, you can learn more about adding UTM parameters via Google Analytics.
How to add UTM tags in the email template using Google Analytics?
With Stripo, you set them easily. So to do this, you need to:
Open an email template and click on the "Settings" icon at the top right corner to open the template’s settings;
Enable the "UTM Parameters" control;
Following the Google Analytics documentation, write UTM-parameters for analytics in the provided fields, which will be able to recognize and evaluate them.
How to add custom UTM tags to the email template?
If you want to add your own UTM tags using other analytics tools, you have the ability to add custom UTM tags.
To do that, enable the "Custom UTM Parameters" control, which is also available in the "Settings" menu. Then give a name and paste a specific UTM tag/value.
Valid characters for UTM parameter values:
To ensure proper tracking and avoid broken links, use only valid characters in your UTM parameter values:
Letters (Latin alphabet only):
a–z, A–ZNumbers:
0–9Safe special characters:
(dash), _ (underscore), . (dot), ~ (tilde)
URL separators:
& — separates parameters (e.g.,utm_source=google&utm_medium=email)
= — separates key and value (e.g.,utm_campaign=spring_sale)
Characters to avoid without encoding:
Spaces — replace with
%20or+Special characters
?,=,&,#— these have specific functions in URLs and can break your tag structureCyrillic or non-ASCII characters — encode in UTF-8 (for example, using
encodeURIComponent())
Always encode unsafe characters in your UTM values to maintain accurate analytics tracking.
Please be advised that all the added UTM tags will be applied to all links you’ve used in your email.
If you want to add the UTM tag to a specific link (not to all links in the email), manually add the UTM tag directly to the desired link.
Also, you can find more additional information about UTM tags on the Internet.
Thank you for taking the time to read our articles. We hope you will find this information helpful.
If you have any additional questions, please email us at support@stripo.email.
We would be glad to talk with you.