UTM parameters are customized tags that can be added to URLs. They do not change how the link works; they only provide you with useful information so you can analyze where your customers come from. They can be used both in Google Analytics and Bloomreach Engagement. Bloomreach Engagement automatically recognizes some UTM parameters from links as well as adds some to all the emails sent.

# How UTM parameters work in Bloomreach Engagement

## UTM for the session_start events

When a visitor comes to your website with UTM parameters present in the URL, Bloomreach Engagement JS SDK automatically parses (transforms) the following into attributes of the `session_start` event:

  • utm_campaign

  • utm_source

  • utm_medium

  • utm_content

  • utm_term

  • campaign_id

  • gclid

More information on these attributes can be found in the [System events article](🔗).

Other URL parameters are not parsed, but you can add more event attributes like these into `session_start` by following our [guide to tracking events](🔗).

## Automatic UTMs for emails, SMS (using [Campaign link shortener](🔗)) and push notifications

When working with emails, SMS, and push notifications in Bloomreach Engagement, the following UTM tags are added to hyperlinks automatically:

  • utm_campaign

  • utm_source

  • utm_medium

For example, if you send an email with an email action node named "April newsletter" with a link to `https://bloomreach.com/`, the final link will look like this:


## Modifying automatic UTM parameters

You can define your own values for the UTM parameters in campaign settings under "Link transformation".


You can also change the default value of `utm_source` in `Project settings > Campaigns > General`.

## Adding other UTM parameters

If you want to add other UTM parameters, which Bloomreach Engagement does not add by default, you can do so by directly modifying the links within your campaign. For example, to add `utm_id`, you can write your link like this: `https://bloomreach.com/?utm_id=442178`. The automatic UTM parameters will then be added to this link automatically, keeping your custom UTM tag as well.

# Best Practices

Using UTM parameters alone is not enough to be able to analyze them successfully. Here are a few tips that can help you use them effectively:

## Create a naming convention

  • Be consistent in naming (have a guideline to be shared within the team) - do not use different terms in different campaigns to prevent duplicates (e.g., fb, facebook, etc...).

  • Use dashes instead of underscores, percentages, and plus scores - This helps different browsers and search engines recognize the words.

  • Use only lowercase - when analyzing, the terms are case-sensitive, and it prevents having different duplicates.

  • Use simple, easy-to-read naming - do not use an internal numbering system or other terms that are not obvious.

  • Each parameter should provide different but useful information - e.g., when you already use NL03052017 as a campaign name, it is not necessary to put newsletter into utm_source.

## Choose the correct parameter:

  • Campaign Source – The platform (or vendor) where the traffic originates, like Facebook, Google, etc.

  • Campaign Medium – You can use this to identify mediums like Cost Per Click (CPC), social media, email, SMS, affiliate, or QR code. This can be used to, for example, differentiate links from paid traffic, profile info links, posts on wall, etc.

  • Campaign Term – You will use this mainly for tracking your keywords during a paid Ads campaign.

  • Campaign Content – If you are A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL, e.g., from a picture, from a text link, from a button, etc. If there are multiple links with the same URL, they should each have a different UTM parameter.

  • Campaign Name – This is just to identify your campaign, like your website or specific product promotion, the date of the newsletter, etc.

## You can use this table as a guide when creating your own UTM tags.

CategoryCampaignUTM MediumUTM SourceUTM Campaign
CPC/PPCGoogle Ads Facebook Boostppc ppcads facebookcampaign_name campaign_name
EmailNewsletter Onboarding campaign Event Driven campaign Personal campaignemail email email emailnewsletter onboarding event personalcampaign_name A/B (default: A) event_name campaign_name
SMS/MMSWelcome campaign Flash sale campaignsms mmswelcome flash_sale
BlogEducative Inspirative Featureblog blog blogeducative inspirative featureblog_title blog_title blog_title
SocialFacebook LinkedInsocial socialfacebook.com linkedin.compost_title post_title
WebCatalogs SEO PRcatalogs seo prdomain_name domain_name domain_namecampaign_name campaign_name article_title


  • The maximum size of one UTM parameter is 200 characters.