December 2023

Outbound Channels

Ability to Carry Over Standardized UTM Parameters to Campaigns and Flows

Urchin Tracking Module (UTM) parameters are tags or simple snippet codes you can add to the end of a URL to accurately track user engagement from different traffic sources in your analytics software. There are five UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

Existing Behavior

Marketers can add UTM parameters to all links used in campaigns manually. They can have a lot of different campaigns running across multiple channels and platforms. When they add UTM parameters manually in all links used across these campaigns, it is error-prone and requires supervision by an individual.

New Behavior

MoEngage introduces a UTM parameters setting page at the account level to standardize the UTM parameters creation process. This feature reduces marketers' effort in setting up UTM parameters in each link and reduces the chances of error.

You can enable general UTM parameters at account level and define the values for campaigns and flows. You can also create custom parameters. The general UTM parameters are automatically carried over to campaigns and flows. You can override general parameters at campaign level and flow level if required. 



  • Currently, this feature is supported only for the Email channel.
  • The UTM parameters you configure at the account level impact standalone email campaigns and email campaigns created as part of flows.
  • For other campaigns, you must add UTM parameters to links manually.
  • If you pass any UTM parameters as part of the URL manually while creating an email campaign, MoEngage skips the automatic UTM parameters for that email campaign.

For more information, refer to Setting Up General UTM Parameters at Account Level, Adding UTM Parameters to Email, Adding UTM Parameters at the Flow Level, and Create Email Campaign.

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