Overview

Urchin Tracking Module (UTM) parameters are tags or simple snippet codes added to the end of a URL. You can customise these parameters based on your requirements to accurately track user engagement from different traffic sources in your analytics software.

When your audience visits the URL appended with these parameters, your analytics software can track information, such as where clicks came from, what campaign directed the clicks to your website, how visitors came to your website, and whether visitors interacted with any content associated with a campaign.

Feature Support Matrix

The following table outlines where the UTM parameters are supported across different channels and features within MoEngage.

You can set UTM parameters for each campaign individually. The changes you make in the UTM parameters at the campaign level override the general UTM parameters configured at the account level. These changes are applicable only to the specific campaign you are creating or editing and do not impact the general UTM parameters. For more information, refer to Configure General UTM Parameters at Account Level.

Configure UTM Parameters for Campaigns

In the example below, we have outlined the steps to add UTM parameters to an Email campaign:

1. Ensure that the general UTM parameters are turned on at Settings > App > UTM tracking.
   
2. In the email template editor, go to the UTM parameters section.
   
3. Click the accordion to expand the parameters.

   info	Information If the UTM parameters are enabled in the general settings, the UTM parameters toggle for the current email campaign is turned on. By default, the UTM parameters configured in general settings are carried over to the campaign.

   
4. Edit the value of UTM parameters. In all value fields, you can enter a static value or select a dynamic value. When you enter '@', a searchable drop-down list of values is displayed. The value field cannot be empty.
5. Enable or disable individual parameters. You cannot disable the utm_source and utm_medium parameters.
   
6. Click + Create custom parameter to add a custom UTM parameter as a key-value pair.
7. Click the delete icon for the custom parameter that is no longer required. You can delete custom UTM parameters that are carried over from the general settings.
   
8. Turn off the UTM parameters toggle to disable the usage of UTM parameters in the current campaign. In that case, MoEngage does not insert UTM parameters in the links used in the current campaign.
   

Configure UTM Parameters for Campaigns in Flows

In addition to standalone campaigns, you can set specific UTM parameters for campaigns that are part of a MoEngage Flow. For a campaign created inside a Flow, the general UTM parameters configured for flows at the account level are populated by default. You can override these values and add more custom parameters to them.

In the example below, we have outlined the steps to add UTM parameters for Emails in Flows:

1. Ensure that the general UTM parameters are turned on at Settings > App > UTM tracking. For example:
   
2. In the canvas of the flow, click +.
3. On the Add Stage page, select the Actions >  Messaging > Email.
   
4. Hover over Email and click the Edit icon.
5. In the email template editor, go to the UTM parameters section.
   
6. The process for editing these parameters now follows the same method as the one for a standalone campaign. You can:
   • Edit the value of any parameter.
   • Enable or disable individual parameters.
   • Add new custom parameters using + Create custom parameter.
   • Delete custom parameters.

For a detailed guide on each of these actions, refer to steps 4-7 in the Configure UTM Parameters for Campaigns section above.