Ecommerce email flows
A practical guide to selecting, connecting and prioritising email flows by customer stage and available data.
UTM builder
Create tagged links to identify traffic from your emails, ads and other campaigns in Analytics.
The link is generated in your browser. We do not store these fields or visit the URL.
What each field means
Source identifies where you share the link, such as newsletter. Medium describes the channel, such as email or paid_social. Campaign groups links from the same activity. Content distinguishes buttons; term usually holds a paid keyword.
A newsletter example
For a summer campaign, use newsletter as source, email as medium and summer_2026 as campaign. If two links lead to the same product, use hero and text as content values to compare visits from each placement.
https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=summer_2026Before sending
Open the generated link and check its destination. Never put names, email addresses or customer data in parameters: they are part of a visible URL. Avoid UTM tags on internal website links and check whether your email platform already adds them automatically.
Frequently asked questions
Are all fields required?
This builder requires source, medium and campaign. Content and term are optional.
Does it change other URL parameters?
Unrelated parameters and the # fragment are kept. The five UTM fields are replaced; leaving an optional field empty removes its previous value.
Does the link track results on its own?
No. The destination needs analytics that reads these parameters and records visits. UTM tags label traffic; they do not install Analytics.
Technical documentation
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