Customize Google Analytics utm tags

Article author
Miguel Panayotty
  • Updated

Customize all the Google Analytics utm tags in your email. First, enable Google Analytics tracking for links and then select the option to customize utm_content. In this article we will review how this tracking is helpful, how to enable this option in your account and how to customize all your utm tags.



Advantages of customizing utm tags in Google Analytics

Google Analytics is all about reviewing what sources are generating traffic on your website and then how your site is performing (converting customers). By default, WordFly sends back specific data to Google Analytics for utm_source, utm_medium, utm_campaign. You can change what data WordFly sends to your GA account by customizing all the utm tags in your email.


Customizing the utm tags allows you to control what data is sent back to your GA account for utm_source, utm_medium, utm_campaign and utm_term.


Example of usage

Your organization is large with an extensive email program that covers the marketing department, membership department, institutional advancement, visitor services, the store, and separate educational departments. Providing 10+ departments with organized and structured data on their email marketing efforts can be cumbersome to say the least, but with customized GA utm tags each department can better analyze how their email marketing efforts are working.


Google provides some definition on each tag use from its support site:



Campaign Name. Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Example of default data: utm_campaign=[WordFlyCampaignName]

utm_source Campaign Source. Required. Use utm_source to identify a search engine, newsletter name, or other source.

Example of default data: utm_source=wordfly
utm_medium Campaign Medium. Required. Use utm_medium to identify a medium such as email or cost-per- click.

Example of default data: utm_medium=email
utm_term Campaign Term. Used for paid search. Use utm_term to note the keywords for this ad.

Example: utm_term=running+shoes


You can customize link names through utm_content tags. This is covered in a separate article.



How to customize Google Analytics utm tags

There are a couple steps to customizing your utm_source, utm_medium, utm_campaign and utm_term tags in WordFly emails. First, enable this feature in Account > Account Options. Second, go to your email campaign Settings tab to customize your GA tags under the Options section.


#1 // Enable custom tags in Account > Account Options


1. Go to Account

2. Under Settings, select Account Options

3. Enable Google Analytics tracking and Enable Custom Tags for Tracking

4. Click Save



#2 // Customize utm tags in your email campaign


1. Go to the Settings step of your email campaign


2. Under Options, customize your tags


  • utm_source, utm_medium, and utm_content will prepopulate with the default data that WordFly uses for these tags

  • utm_campaign will prepopulate with the campaign name
    Note: Ampersands in campaign names will be replaced with underscores. Any spaces will be removed when saved. To preserve spaces, add a `+` between words.

  • utm_term can be left blank

  • utm_content cannot be edited on the Settings tab since it is connected to the link name. This is customized separately.


3. Send a test email to yourself to verify that the Google Analytics tracking is working in all links