Link tracking and UTM tags

The Content step of the campaign builder has a link-tracking section with three fields:

• Source — defaults to email
• Medium — defaults to email
• Campaign — defaults to the campaign's own name

These are UTM parameters. They get appended to the links in your email so your analytics tool can tell you which visits and sales came from this campaign rather than lumping them in with direct traffic.

You can usually leave them alone

The defaults are sensible and consistent, which is most of what matters — the value of UTM tags comes from using the same conventions every time, not from clever naming.

When to change them

• Campaign — set it deliberately when several sends belong to one push, so they group together in your reports. A Black Friday teaser, reminder and last-chance email might all use black-friday-2026.
• Source / Medium — change these only if your analytics setup already expects different values. If you do not know, the defaults are right.

Keep them lower-case and hyphenated. Analytics tools treat Black_Friday and black-friday as two different campaigns, and that split is tedious to undo.

Click tracking is separate

Open and click counts on the Metrics page work regardless of UTM tags — those are measured by us. UTMs are for your analytics tool. See Reading your email metrics.

Next: in the campaign builder's Content step, set Campaign to something you will recognise in your analytics in three months.