Dynamic URL Macro Tokens for Email Marketing
Supported ValueTrack and dynamic URL parameter tokens for automated attribution
| Macro Token | Recommended UTM Parameter | Dynamic Value Injected |
|---|---|---|
| *|CAMPAIGN_UID|* | utm_id | Mailchimp merge tag for unique campaign identifier. |
| {{message.name}} | utm_campaign | Klaviyo tag dynamically inserting the email campaign name. |
| button_vs_text | utm_content | Tag individual buttons vs inline text hyperlinks within the newsletter body. |
GA4 Channel Grouping Rules for Email Marketing
How Google Analytics 4 processes and reports your incoming campaign traffic
Regex Matching Criteria
GA4 matches any traffic where utm_medium equals 'email', 'e-mail', 'e_mail', or 'newsletter' directly to the Email default channel group.
Best Practice for Email Marketing
Always tag all external links in your marketing emails with utm_medium=email. Without UTM parameters, traffic from desktop email clients (like Apple Mail or Outlook) will be misclassified as (direct) / (none).
Frequently Asked Questions: Email Marketing UTMs
Detailed answers regarding Email Marketing & Newsletters tracking, link configuration, and attribution
Why does untagged email traffic show up as 'Direct' in Google Analytics?
Desktop and mobile email applications (like Microsoft Outlook and Apple Mail) do not pass HTTP referrer headers when users click links. Without UTM parameters, web servers cannot detect where the user originated, dumping all visits into Direct.
What is the best utm_content strategy for email newsletters?
Use utm_content to compare click performance across different elements of your email (e.g. 'utm_content=header_logo', 'utm_content=hero_cta_button', 'utm_content=footer_link'). This helps you discover which visual placements generate actual conversions.
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