Google Analytics 4 & Email Attribution

Email Campaign UTM Builder

Attach Google Analytics UTM tracking parameters to your email links. Measure open-to-click conversions, attribution revenue, and A/B test variants cleanly in GA4.

Quick Email Presets:

Website URL (Destination)

Campaign Source *utm_source

Campaign Medium *utm_medium

Campaign Name *utm_campaign

Campaign Term (Optional)utm_term (Identify link placement or A/B variant)

Campaign Content (Optional)utm_content (Distinguish multiple links pointing to same URL)

Your Tracked Campaign URL

https://example.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch_2026&utm_term=cta_button_top&utm_content=hero_banner

Why Use UTM Tags in Email Marketing?

By default, web analytics packages like Google Analytics 4 often categorize traffic from desktop email clients (Outlook, Apple Mail) as "Direct" traffic instead of "Email". By appending utm_medium=email, GA4 correctly groups all email clicks into your email channel attribution reports.

Best Practices for Email UTM Parameters

Always use lowercase letters to avoid fragmented reporting (e.g. "Email" vs "email"). Use underscores or hyphens instead of spaces, and use utm_content to pinpoint which specific CTA button or text link drove the conversion.

Automate link tracking with custom domains

CentricSell Mail wraps outbound links with your own custom branded domain for maximum deliverability and tracking fidelity.

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