Without UTMs, every email click shows up as 'direct' or your ESP's name (mailchimp.com / referral) in your analytics. You can't tell whether your welcome series outperforms your weekly broadcast, whether the CTA at the top or bottom of the email converts better, or whether a single drip step is actually driving revenue. Per-link UTMs are the price of admission for measuring email properly.
Pick these defaults and lock them in — every Email link your team builds will stay consistent and roll up cleanly in reports.
https://yoursite.com/landing?utm_source=mailchimp&utm_medium=email&utm_campaign=weekly-2026-05-19&utm_content=hero-ctahttps://yoursite.com/landing?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome-series&utm_content=email-2-ctahttps://yoursite.com/landing?utm_source=hubspot&utm_medium=email&utm_campaign=re-engagement-q2&utm_content=link-1https://yoursite.com/landing?utm_source=postmark&utm_medium=email&utm_campaign=order-confirm-upsellUse the ESP name (`utm_source=mailchimp`, `utm_source=klaviyo`, `utm_source=hubspot`). It's more specific and lets you compare ESPs if you ever migrate. `utm_medium=email` does the broad categorization.
Yes. Use utm_content to identify each link's placement: utm_content=hero-cta, utm_content=footer-link, utm_content=image-tile. This is how you A/B test CTA placement.
Keep utm_campaign consistent across the series (utm_campaign=welcome-series) and use utm_content for the email number + link (utm_content=email-2-cta). You can chart drop-off through the sequence in one report.
No — they're Mailchimp's internal tracking. UTMs are for YOUR analytics. Both coexist on the same URL and serve different reports.
Yes, and you should. Transactional traffic (order confirmations, password resets) often includes upsell or re-engagement opportunities. Tag those links (utm_medium=email, utm_campaign=order-confirm-upsell) to measure revenue lift.
Free to try. No sign-up. Save to a dashboard when you're ready.