Table of Contents
Tag email links so you can compare newsletters and automated messages in GA4. Use consistent names, test your email platform’s redirects and account for security scanners when reviewing clicks. This guide covers each step.
Why Email Campaign Attribution Fails in GA4
Email clients, mobile mail apps, and link-wrapping systems can affect referral information. If campaign parameters are missing and GA4 has no other clear referral or advertising information, the visit may be reported as Direct / (none). A medium such as newsletter or flow may not match an email channel definition by itself; check the other traffic-source values and Google's current rules when investigating Unassigned.
Standard Email Tracking Taxonomy (Flows vs Broadcasts)
Give newsletters and automated flows distinct names so you can compare them in reports:
| Email Message Type | utm_source | utm_medium | utm_campaign Example | utm_content Example |
|---|---|---|---|---|
| Weekly Newsletter | newsletter |
email |
weekly-digest_2026-03-24 |
header_hero_link |
| Promotional Flash Sale | promo |
email |
spring-sale_48h-flash_2026 |
cta_button_shop_now |
| Welcome Flow (Email 1) | automated_flow |
email |
flow_welcome-series |
email-1_founder-story |
| Abandoned Cart Recovery | automated_flow |
email |
flow_abandoned-cart |
email-2_discount-10 |
ESP Auto-Tagging Configurations: Klaviyo, HubSpot, Braze & Mailchimp
Most major Email Service Providers (ESPs) offer automated UTM tracking settings. Configure them with these specific dynamic tokens:
1. Klaviyo Account Tracking Settings
In Klaviyo, navigate to Settings > UTM Tracking:
utm_source=klaviyo(ornewsletter)utm_medium=email(the standard medium for email tagging)utm_campaign=$campaign_name(for campaigns) or$flow_name(for flows)utm_id=$message_id
2. HubSpot Email Settings
In HubSpot, go to Marketing > Email > Configuration > Tracking:
- Enable Add source tracking tags. HubSpot automatically appends
utm_source=hs_email&utm_medium=email&utm_campaign=[email_name].
The Anti-Spam Security Bot Problem (Proofpoint, Mimecast)
Some email security systems follow links to inspect destinations before a recipient clicks. This can affect click reporting and, depending on the analytics implementation, may produce automated visits. Compare email-platform click logs with GA4 engagement patterns when investigating discrepancies.
Investigation: compare send timestamps, provider click logs, landing requests and conversions. A zero-engagement visit can also be a real visitor or a collection limitation. Do not exclude all such sessions or challenge security-scanner IP ranges solely to improve analytics; those decisions can affect legitimate recipients and deliverability. Keep any filtering rule documented and validate it against evidence.
Granular CTA-Level & Placement Tracking with utm_content
If an email contains three links pointing to your pricing page (a top text link, a center hero CTA button, and a footer link), use utm_content to measure placement performance:
Top text link: utm_content=intro_text_link
Primary button: utm_content=hero_button_cta
Footer link: utm_content=footer_terms_linkShould You Tag Transactional & Receipt Emails?
Order confirmations, password resets, and shipping updates drive significant post-purchase visits. Tag them with utm_source=transactional&utm_medium=email&utm_campaign=shipping-notification to track repeat visits and repurchase behavior.
Frequently Asked Questions
What is the standard utm_medium for email marketing in GA4?
Use a documented email medium convention, such as email, and apply it consistently. Google lists several email-related source and medium values in its current channel definitions; these definitions are not case-sensitive. Check the current rules and the other traffic-source values when investigating (Unassigned).
Why does email traffic sometimes show up as Direct in GA4?
Email clients, mobile mail apps, and link-wrapping systems can affect referral information. If campaign parameters are missing and GA4 has no other clear referral or advertising information, the visit may be reported as Direct / (none). Tag email links when you need campaign-level reporting, and test the final destination.
How do enterprise security scanners affect email campaign data in GA4?
Some email security systems inspect destinations before a recipient opens a message. Compare click timing and provider logs with website activity. Engagement duration alone cannot reliably identify scanners; report the limitation rather than treating every brief visit as a bot.
Should I use ESP auto-tagging or build manual UTMs for email?
Enable ESP auto-tagging for standard broadcast newsletters and automated flows to maintain broad consistency. However, for high-impact promotions, partner co-marketing emails, and segmented lifecycle tests, use a dedicated builder like UTMCraft to tag granular CTA placements with utm_content.
Choose a focused guide
Use these guides when you need to investigate a specific part of this topic.
- Email UTM Link Wrappers: Preserve Tags Through ESP Redirects
Diagnose email service provider link wrapping that drops UTM parameters. Inspect redirect chains and verify the final landing URL before you send.
References
- Default Channel Grouping in GA4 (Email Category) (Google Analytics Help)
- Understanding UTM tracking in Klaviyo (Klaviyo Help Center)
