Automatic UTM Parameters in Engage Emails

UTM parameters are a simple way for you to track links to your site and know where they're coming from. For more information on UTM parameters, check out this beginner's guide and Buffer's complete guide.

When a link has UTM parameters in it (eg., those parameters are often tracked by the software running on your store and then used to measure sales and source traffic. This happens right in Metorik with our source tracking feature (WooCommerce and Shopify), but also apps like Google Analytics have UTM reports.

With Metorik Engage, you can automatically append UTM parameters to all email links. This isn't necessary to track Engage conversions, as we do that automatically through other methods, but can be useful for your own tracking.

How to enable automatic UTM parameters

There are 2 ways to automatically add UTM parameters to all Engage links. These settings let you add UTM parameters to email links  to your store's website (based on the setting here).

Store Engage Settings 

From your store's Engage settings area under tracking. First, check the setting to automatically apply UTM parameters, and then configure your UTM parameters:

By default, we'll include 3 UTM parameters with these values:

  1. Source (utm_source): metorik
  2. Medium (utm_medium): email
  3. Campaign (utm_campaign): engage-{email_id}

If you leave a UTM value blank, we won't include that UTM parameter in links.

There are 2 variables you can use in your UTM Value to personalise it to each email easily:

  • {email_id} - The ID of the Engage email (the same one you can see in the URL when editing an email).
  • {email_subject} - The subject of the Engage email being sent.

As you'll notice above, we used {email_id} in the utm_campaign value, so we can track which Engage email the customer came from.

You can also add custom parameters that will be automatically appended to each Engage email link. These don't have to be UTM parameters, for example:

Individual Engage Email Settings

When editing an Engage email's message, you're able to override the store-wide UTM settings just for that email.

To do so, edit an Engage email and go to the Other Settings area of the Message step. Then under UTM Tracking, toggle the override switch.

You'll then be able to use all the same UTM settings described above. These settings will now be used instead of the store-wide UTM settings.

Manual UTM parameter overriding

You can still use your own custom UTM parameters on individual links. UTM parameters added manually to links in Engage emails will always take priority over your Engage UTM settings.

We'll just fill in any missing required parameters (if applicable) with the ones set in your Engage UTM settings.

For example, if you had a button in your email and wanted to use a custom utm_campaign parameter for the button link, you could include a link in your email like
If you also had some other UTM settings for the source and medium, we'd then combine them with your link so it ended up being:

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