Contents:

 

Overview

UTM parameters, in general, are link tracking parameters added to link URLs so that email activity, visits and therefore orders and revenue can be linked and attributed to the relevant sources (e.g. email, paid ads, etc.).

UTM parameters in emails are added to the links in emails so that any email activity, visits via links, and therefore orders and revenue can be attributed to those email campaigns, when reporting in platforms besides Ometria, like Google Analytics. So when a user clicks on a link, your GA account can identify that user as coming from a particular traffic source (e.g. Ometria), via a medium (Email), or from a specific campaign (e.g. Newsletter X). 

Ometria doesn’t use UTM parameters to track and report in the platform and instead uses proprietary, unalterable link tracking parameters. 

How and where to add UTM parameters to email links

Note: that all tracking parameters are only appended to links that redirect to your brand's. any random links to e.g. google.com are not appended with tracking parameters.


For Automation

1. Default UTM parameters:

If there aren’t any links defined explicitly, Ometria uses default values for link tracking parameters. 

Default UTM parameters similar to these will be appended to all Ometria automation emails.

Table 1: Default UTM parameters for Automation


Parameter

Value

utm_medium

email

utm_source

transactional

utm_campaign

om_<internal campaign hash>_<campaign title>

Example: utm_campaign=om_f8xxexx8exx2_welcome_campaign



Note: Regardless of what UTM parameters are used, for all Ometria emails the "om_send" (identifier for email) and "om_campaign" (identifier for a campaign) are always used for reporting internally in Ometria.


2. UTM tags for all automation campaigns

Access the Email Settings tab from your account as shown below.


Fig 1: Go to Account>Settings>Email Settings tab


Then enter the UTM parameters you want to set for Automation emails. Add parameter, parameter value and if you want, insert a user attribute to personalise the links.

Fig 2: UTM parameters added for Automation campaigns


To add additional parameters for any type of emails, click on the blue coloured ADD button. Don’t forget to click Save when you’ve updated the parameters.

2.1. Add merge tags to report on automation campaigns

You can add merge tags in your UTM parameters if you want to report on specific parts of your automation flow,.

Fig 3: insert merge tags to report on individual elements of your campaign


For template: {{email.template_title}} - where the title of the template used is as defined under Campaigns > Templates. 


For example, you can label a send node in your automation flow and then add the merge tag:

 {{node_title}} to your utm_content. 


E.g. utm_content={{email.node_title}}


If you want to add additional granularity you can also append the segment and node titles, concatenating this for example:

utm_content={{segment_title}}_{{node_title}}


Please refer to this list of merge tags that you can use. 


3. UTM tags for individual automation campaigns

Any UTM parameters that you add at the campaign settings level will add to, merge with, or overwrite the UTM parameters set in the Email Settings. 

Open the campaign builder for your individual campaign, and select the Settings cog.


Fig 4: Access your campaign and click on settings to add UTM parameters at campaign level

Fig 5: Click on the add button to enter UTM parameters. These will overwrite those in Account settings

4. UTM Parameters Logic for Automation

Ometria follows a logic to append UTM parameters to email links before sending:

  • Take the automation tracking parameters from the account settings
  • Take the campaign tracking parameters from the campaign settings and merge with the above; (the ones from this campaign level overwrite the ones above (account level) if they have a clash)
  • In case there isn't a value yet (from the above two points) take the default tracking parameters for automation (these are "utm_medium", "utm_source" and "utm_campaign") and use their default values
  • Together these are the automation parameters that we add to the links of a template.


For Broadcast

1. Default UTM parameters:


Table 2: Default UTM parameters for broadcast emails

Parameter

Value

utm_medium

email

utm_source

ometria

utm_campaign

om_<internal campaign hash>_<campaign title>

Example: utm_campaign=omme_4hxxexx9exx6_wednesday_newsletter

utm_content

variation_a


utm_content is used for A/B testing to define the variation of the email.


2. UTM tags for all broadcast campaigns 


From Account-level Email Settings:


Fig 6: Set up UTM parameters for your Broadcast emails here.

Remember to save when you’re done adding UTM parameters.


3. UTM tags for individual broadcast campaigns

From Campaign-level Settings:

To set different UTM parameters for individual campaigns, when editing or creating a new broadcast campaign, go to the Setup tab.

Scroll down to find the section for Tracking Parameters.


Fig 7: Setup tracking parameters in the broadcast campaign builder

4. UTM tags for individual broadcast campaign variants


If you have multiple variants, simply add their tracking label in the Tests tab as shown.

The label will be appended to:

utm_content=’tracking label’

And will append to all relevant links in the email.



5. UTM Parameters Logic for Broadcast

Just like for automation, Ometria follows a logic to append UTM parameters to broadcast email links before sending:

  • Take the broadcast tracking parameters from the account settings.
  • Attach these to a broadcast campaign (when creating a new broadcast campaign) and allow the user to add / edit / remove these as desired.
  • In case there isn't a value yet from the above, take the default tracking parameters for broadcast (these are "utm_source", "utm_medium", "utm_campaign" and "utm_content") and give these a default value
  • Together these are the broadcast parameters that we add to the links of a template.



For Transactional

1. Default API Parameters

The default parameters mentioned below are used for transactional emails, if no parameters are defined in the platform or in an API call. 


Table 3: Default UTM parameters for transactional API calls

Parameter

Parameter value

utm_medium

ometria

utm_source

email

utm_campaign

omte_default


2. UTM parameters from API calls


Note: Transactional emails are sent out from Ometria to end customers as a response to a Transactional API request sent to Ometria via your ecommerce platform, when a transactional event is triggered. If you don’t have the setup to send transactional API requests already please contact your CSM so they can help you set it up.


UTM parameters (or URL parameters) can directly be defined in your API request.


2.1. UTM parameter for all transactional campaigns


Here is a sample transactional API request with a UTM parameter defined that will append to links in all transactional emails sent to your customers.

{
   "data": {},
   "transactional": true,
    "subject": "Password Reset",
    "to": {"name": "John Doe", "email": "customer@example.com"},
    "from": {"name": "Retailer Name", "email": "retailer@retailer.com"},
    "template_ID: 221,
    "sandbox": false,
    "stream": "password_reset",
    "url_parameters": {"utm_campaign": "transactional campaign"}
}

So when a transactional API call is received with the “url_parameters”:{parameter”:”value”} and a “template ID”, the parameter gets appended to the links in that template, and is sent to the TO address in the API call.


2.2. UTM parameter for different transactional streams/campaign types


To be able to report on different transactional streams, e.g. order_confirmation, feedback, return, password_reset, etc., you don’t need to define a UTM parameter. You just need to make sure you have the stream value defined. See 4. UTM parameters for individual transactional campaigns


2.3. UTM parameter for different transactional templates


In your transactional API request you can add a merge tag to add the title of the template called, inside your UTM parameter.


template_title= {{ email.template_title|urlencode }}


Here’s how a sample API request looks like, for appending a UTM parameter for the template title.

{
   "data": {},
   "transactional": true,
    "subject": "Password Reset",
    "to": {"name": "John Doe", "email": "customer@example.com"},
    "from": {"name": "Retailer Name", "email": "retailer@retailer.com"},
    "template_ID: 221,
    "sandbox": false,
    "stream": "password_reset",
    "url_parameters": {"utm_type": "transactional_campaign",
                    “template_title”: “{{ email.template_title|urlencode }}”}
}



End link: https://www.ometria.com/utm_campaign=omte_teststream&utm_type=transactional_campaign&om_campaign=omte_teststream&om_profile=27f4-4b7a60-0011de39&om_send=63ca902792644c56b8d4f46dc6a27b84&template_title=Joe_passwordreset_templatee&utm_medium=email&utm_source=ometria


Note: you don’t have to name the parameter as template_title. It could be anything you want. 

3. Setting UTM parameters From Account’s Email Settings:


UTM parameters can also be configured in your Account’s Email Settings. So you can set global UTM parameters for all transactional email campaigns from the Email Settings dashboard as shown below, and not have to manually add them in the API. 

Note: we still recommend having a logic for the right stream value to be present in your API call.

The parameters defined here will be used if there are no parameters defined in the API request.

Fig 4: You can also set up UTM parameters for Transactional API calls, here in the Email Settings

To report on different campaign types see section 4 below. 

To report on different transactional templates use the merge tag shown in the image above. 


4. UTM parameters for individual transactional campaign types


To define different UTM parameters for each transactional campaign, you have to make sure your campaign type or stream value is specified in the API call.

Note: There is currently no campaign level settings for transactional in the main UI, however you can easily add a unique UTM parameters to your email links for each campaign type, via the stream value in the API request.

1. Important: Make sure you don’t have any URL parameters define in the API call, OR in the Email Settings. As either one can override the UTM parameter set for each individual stream.

2. Confirm with your development team that different transactional triggers (e.g. a password reset, an order, a return request, a new sign up, etc. ) pass the correct “stream” values in the transactional API request. See example below. 

The following is a sample API request that defines a transactional campaign type/stream value - “password reset”.


{
   "data": {},
   "transactional": true,
    "subject": "Password Reset",
    "to": {"name": "John Doe", "email": "customer@example.com"},
    "from": {"name": "Retailer Name", "email": "retailer@retailer.com"},
    "template_ID: 221,
    "sandbox": false,
    "stream": "password_reset",
}


If Ometria receives an API request like the one above, the following UTM parameters replace the default utm_campaign parameter, and are automatically appended to links in the transactional email template sent out:

utm_campaign=omte_password_reset

The stream value sent, always replaces the ‘default’ in ‘omte_default’. See default API parameters.

You can then use these UTM parameters to report in GA or any other similar reporting platform.

3. Remember that no extra work is needed to define UTM parameters for each transactional campaign. However, the format of all utm_campaign parameter values will be “omte_stream-value” where the stream value is the different type of transactional campaign.


If you currently do not have the transactional API setup, please contact your CSM so they can connect you to the relevant support.  


5. From individual template HTML


You can always hard-code UTM parameters in links in individual templates, however these will almost always be ignored if there’s a clash with any of the UTM parameters defined by the first 3 methods.


6. UTM parameters logic


Ometria will follow a logic to append any UTM parameters to transactional email links before sending:

1. Take the transactional tracking parameters from the API call, if defined, and attach these to all transactional campaigns.

2. If none defined in the API call, use the tracking parameters in the account’s Email Settings and attach these to all transactional campaigns. 

3. In case there isn't a value yet from the above, take the default tracking parameters for transactional (these are "utm_source", "utm_medium", "utm_campaign") and give these a default value.
  3.1.   If there is a stream value defined in the API call, replace utm_campaign=omte_default with utm_campaign=omte_streamvalue.

4. Lastly, if there are any template specific parameters hard-coded in HTMl templates, merge them with the above set parameters IF there isn’t a clash.

 

UTM parameters in templates: how do they affect tracking

For any links inserted inside the templates themselves, Ometria merges the parameters together with the one defined by any of the above three steps.

- If a parameter exists both inside the template link and in the given parameters, Ometria uses the latter. The defined parameters trump the ones inside the template.

- If a parameter exists only in the template link or only in the given parameters then whichever exists is used as is.


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