Email marketing
UTM builder for email campaigns and newsletters.
Email clicks are the easiest traffic to lose: mail apps send no referrer, so untagged links report as Direct. Tag every link in every send with the newsletter / email convention and the whole channel, down to the individual issue and button, shows up in your reports.
Your campaign URL
Enter a destination URL.
How EndFrame parses this
- utm_source
- newsletter
- utm_medium
- utm_campaign
- 2026-09-issue-14
- utm_content
- hero-cta
The email convention
What each parameter should say for Email.
| Parameter | Value | Why |
|---|---|---|
| utm_source | newsletter | Name the list or program (newsletter, onboarding, product-updates) rather than the ESP, which rarely matters in reporting. |
| utm_medium | GA4 recognizes email, e-mail, e_mail, and e mail as the Email channel. Anything else lands in Unassigned. | |
| utm_campaign | 2026-09-issue-14 | Date-first names sort chronologically and make each send its own row. |
| utm_content | hero-cta | Which link in the email was clicked: hero-cta, secondary-link, footer, plain-text. |
Example tagged link
https://www.example.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=2026-09-issue-14&utm_content=hero-cta
What to know before you tag an email
Check whether your ESP already tags links
Mailchimp, Klaviyo, HubSpot, and most other platforms can append their own UTMs automatically. If that is on, either turn it off or match its values exactly; two different sets of tags on one link means the last one wins and the first one is wasted.
Never put subscriber data in a UTM
Email addresses, names, and subscriber IDs in the query string end up in every analytics tool and server log the visitor touches. If you need per-recipient tracking, use a hashed ID in a separate custom parameter and check your privacy policy first.
Plain-text and transactional emails count too
Receipts, password resets, and onboarding drips drive real visits. Tag them with their own utm_source (transactional, onboarding) so they do not dilute newsletter performance.
Frequently asked
Why does my email traffic show as direct in analytics?
Mail clients open links without an HTTP referrer, so analytics has nothing to attribute the visit to. Adding utm_source and utm_medium=email to every link makes the channel visible regardless of referrer.
Should utm_source be the ESP name or the newsletter name?
The list or program name. Reports are read by people who ask which newsletter or drip performed, not which vendor sent it. Keep the ESP out of UTMs unless you actively compare vendors.
Can I use UTM parameters to track individual subscribers?
You can, but you should not put personal data in UTMs. Use a separate custom parameter with a hashed or opaque ID, and disclose it. Most analytics tools also prohibit sending personally identifiable information.
Build UTMs for another channel
The full parameter reference, naming-convention table, and custom parameter guide live on the main UTM builder page, and our UTM naming convention template covers how to roll one out across a team.
Free tools, free trial
UTMs are step one. Attribution is the payoff.
EndFrame reads these exact parameters and credits each server-side conversion to its campaign and source — so the campaigns you tag here report conversions, even when iOS and ad blockers hide the click.
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