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Tracking parameters in Ometria

Louise
  • Updated

Tracking parameters (also called UTM parameters or just UTMs) are link tracking codes appended to URLs in your marketing messages.

Ometria only adds tracking parameters to URLs that are associated with your account, i.e. URLs using the domain you registered with Ometria during your onboarding. 

Other links, e.g. to google.com, are not appended with tracking parameters.

You can use tracking parameters to attribute engagement activity (opens, clicks, etc.) to the correct campaign when reporting in platforms outside Ometria like Google Analytics. 

Default tracking parameters

These articles list the tracking parameters that Ometria adds to your URLs by default:

See also: Custom tracking parameters

Account level tracking parameters

Account level parameters overwrite the Ometria default parameters. 

You can define these in Channel settings:

tracking params account level.gif

Campaign level tracking parameters

If you have links in your campaign templates, Ometria merges the tracking with the parameters defined at account or campaign level.

See:

Tracking parameter hierarchy

This section explains the order in which tracking parameters are overridden.

An override means that:

  • if a parameter doesn't exist on the previous level, it gets added
  • if a parameter does exist on the previous level, the old value is discarded and the new value is used for it

Broadcast emails

  • Parameters defined on URLs in the email template.

Overridden by:

Overridden by:

Overridden by: 

If you duplicate a broadcast campaign Ometria uses the parameters sent in the Send tab, if any.

If you manually delete all campaign and variant level parameters, Ometria uses your account level parameters.

Automation emails

  • Parameters defined on URLs in the email template.

Overridden by:

Overridden by:

Overridden by:

Push notifications

  • Parameters defined on URLs in the push template.

Overridden by:

Overridden by:

Overridden by:

Ometria SMS

Overridden by:

Overridden by:

Overridden by:

Twilio SMS

There are no default parameters for Twilio SMS users.

For SMS sends using our integration with Twilio, Ometria only appends parameters defined on the URLs used in the SMS builder.

Ometria does not apply account or campaign level parameters, which means you can add them manually to your links in the SMS builder.

Transactional emails

  • Parameters defined on URLs in the email template.

Overridden by:

Overridden by:

Overridden by:

Using symbols in tracking parameters

URLs and appended tracking parameters cannot contain spaces, so other characters are used to separate words. 

However, some keyboard symbols already have specific meanings when it comes to link tracking, including &, ?, # and =

Ampersands - &

The ampersand (&) is used to separate two or more tracking parameters, and shouldn’t be used for anything else in your links. 

Instead, you can use +, - or _ to separate words and ensure accurate tracking and analysis of your marketing activities. 

You can also use ‘%26’ to separate words in any tracking tag.

Be aware: Certain analytics software might convert '+' to a space.

Example:

Do Don't
Any of the following:
  • utm_campaign=red+lipstick
  • utm_campaign=red_lipstick
  • utm_campaign=red-lipstick
  • utm_campaign=red%26lipstick

utm_campaign=red&lipstick


If you were to analyse this campaign, it would be listed as "utm_campaign=red", because the word after the ampersand is disregarded.

Question marks - ?

Your final URL can only contain one question mark. 

Only the first tag needs a question mark placed before it - other tags should be preceded by an ampersand (&). 

So if there’s already a ‘?’ in the URL, you don’t need to add it again before adding the tracking parameters.

Example:

If... then...

there is no question mark in the URL:

http://www.beautystore.com/red-lipstick

a campaign link with the tracking parameters should look like this:

http://www.beautystore.com/red-lipstick?utm_medium=email&utm_campaign=newlipsticks

there is a question mark in the URL:

http://www.beautystore.com/product?id=red-lipstick

a campaign link with the tracking parameters should look like this:

http://www.beautystore.com/product?id=red-lipstick&utm_medium=email&utm_campaign=newlipsticks

Hash - # and double hyphens - =

You can't use either the hash (#) or the double hyphen (=) inside your tracking parameter value.

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