How to Set Up Global UTM Tracking


UTM tracking parameters are automatically appended snippets on the end of links to your website in Campaign or Automation messages that collect data about website visitors.

Turning on global UTM tracking means that the parameters you set on the UTM Tracking page will automatically be applied to all links in any Campaign or Automation messages, with no additional work required when building Campaigns or Automation emails!

Even when global UTM tracking is turned on, global UTM settings can be overridden for individual Campaigns or Automation messages on the Settings & Content page of the email builder, so you’re always in control.

In This Guide

⚠️ If you've never set up UTM tracking in Sendlane before, check out this guide!

We highly recommend reading the guide to Understanding UTM Tracking Options, which provides examples of when and where to use global versus customized UTM tracking.

🚦 Before Getting Started

In order to use the data collected by UTM tracking, you need an account with an analytics provider. We recommend the following analytics providers:

Global UTM Parameters (Keys)

UTM Parameters (sometimes also known as keys) determine what categories of tracking information is collected from each click on a URL. The table below explains what type of information can be tracked using global UTM tracking using Sendlane's default parameters.

Parameter Name and Snippet Parameter Description Mandatory?
Source - utm_source Identifies the source of traffic
Medium - utm_medium Identifies the channel of the message
Campaign - utm_campaign The name or identifier of the message
Term - utm_term Identifies paid search keywords associated with the message
Content - utm_content Differentiates similar content to determine which is more effective

Global UTM Values

UTM values determine what information about a click on a URL is reported back to an analytics provider. Use a Static option to apply the same value to all tracking, or Dynamic options to apply values specific to the message being sent.

  • Static - Will display the exact text of the value selected in your analytics
    • Sendlane
    • Campaign
  • Dynamic* - Will display the selected value's data for the specific message in your analytics
    • Email or SMS - Displays email for emails and sms for SMS messages
    • Campaign Name - Displays the name of the Campaign or Automation message node
    • Campaign ID - Displays the ID of the Campaign or Automation message node
    • Automation ID* - Displays the ID of the Automation
    • Automation Name* - Displays the name of the Automation
    • Contact ID - Displays the ID of the Contact who clicked

*Available for Automations only

Use the standard options provided or create custom parameters or values to collect the exact data you need!

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Set Global UTM Tracking

When turned on, the parameters and values set on the UTM Tracking page will automatically append to all links in all Campaigns and Automation messages sent after tracking is turned on. See Override Global UTM Tracking in Individual Campaigns or Automation Messages to learn how to adjust UTM tracking for individual messages when global UTMs are set.

To turn on global UTM tracking for all Campaigns and Automation messages:

  1. Click the Settings icon
  2. Click UTM Tracking
  3. Click the toggle on
  4. Check the checkboxes for the Parameters (keys) you'd like to activate
  5. Select Values for each parameter
  6. Click Save

The Example box highlighted in gray will automatically provide a preview of how links will appear to Contacts as you select or edit parameters and values.

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Override Global UTM Tracking in Individual Campaigns or Automation Messages

Global UTM tracking can be overridden on any individual Campaign or Automation message for any or all parameters. Parameters and values set in the global UTM tracking page will apply to all messages unless they are changed in the message builder.

Messages where global UTM settings have been overridden will not be automatically updated if changes to global UTM settings are made. For example, if you override global UTM settings to add a custom parameter to a specific message and then update the global UTM setting for a standard parameter, the overridden message's standard parameter will not be affected and will remain whatever value was set when the global settings were overridden.

To override global UTM tracking:

  1. Open the message you want to adjust global UTM tracking for
  2. Click the Customize UTM Tracking checkbox
  3. Check or uncheck parameters and select values for any parameters you want to change from your global UTM tracking settings

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Create Custom Parameters and Values

Create as many custom parameters and values as your marketing strategy or analytics provider requires!

Create a custom parameter:

  1. Click +Custom Parameter
  2. Enter a name for your new custom parameter

Create a custom value:

  1. Click into the value dropdown 
  2. Click + Create value 
  3. Enter your custom value 
  4. Press Enter to save your custom value.

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