A practical UTM naming guide for newsletters

Use consistent campaign names to make newsletter links easier to compare in analytics.

By InboxFlood · Practical guide

UTM parameters describe where a link was shared. A consistent naming scheme makes newsletter traffic easier to group in your analytics system. The parameters do not collect data by themselves: the destination needs compatible analytics and the appropriate configuration.

Choose a convention before building links

Write down a few rules everyone can follow: lowercase names, underscores between words, and one spelling for each recurring newsletter. For example, use weekly_digest every week rather than alternating between digest, WeeklyDigest, and weekly-email.

Give each field a clear job

• utm_source: the publication or list, such as weekly_digest.
• utm_medium: the channel, such as email.
• utm_campaign: the initiative or issue, such as product_roundup_2026_09.
• utm_content: an optional placement, such as hero_button or footer_link.

The free newsletter UTM builder adds these fields and encodes their values. Keep names readable so someone reviewing a report later can understand them without guessing.

Test the destination before sending

Open the generated link and confirm that it reaches the intended page. Check whether redirects preserve the parameters. If the page already has query parameters, ensure the destination still behaves correctly. Verify campaign attribution in your own analytics setup before relying on it for a report.

Know what the numbers can and cannot tell you

A tagged visit is not the same as an email open. A forwarded message can produce a visit with the original campaign labels. Privacy settings, consent choices, blockers, redirects, and automated link checks can affect what is recorded. Use analytics observations in context rather than assuming every recorded event represents a unique reader.

Keep private information out of URLs

Do not put a recipient's email address, account token, or other private information into campaign names. URLs can appear in browser history, server logs, and shared messages. Use campaign-level labels that describe the content rather than the individual reader.

Maintain a small campaign register

Record the send date, destination, source, medium, campaign, and content labels before each send. When reviewing a campaign, compare its objective and audience with earlier sends. Pair this with a newsletter research workflow to develop ideas, then evaluate those ideas with your own audience.

Reference: Google Analytics guidance on campaign URL parameters.