Resource library
UTM parameters guides for cleaner reporting.
UTM tags are simple to add and easy to ruin. Pieces in this section cover the rules that keep your GA4 reports clean across channels, campaigns, and the people who copy-paste your links.
UTM parameters: a marketer's working guide
How utm_source, utm_medium, utm_campaign, utm_term, and utm_content actually behave in GA4, with naming rules that survive a real campaign team.
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Email guides
UTM tracking in Klaviyo: campaign and flow tagging that survives a real ESP migration
Klaviyo's UTM tracking lives in three places (account, campaign, flow). Here is the setup that keeps tags consistent across all three.
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UTM tracking in Mailchimp: the auto-tag settings that actually work
Mailchimp auto-tags outbound email links with UTMs when you flip one toggle. Here is the setup, the defaults to override, and the gotchas to watch for.
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UTM tracking for email campaigns: every link in the send needs to know its job
Every link in an email earns a separate utm_content value. The template that survives a real team, with notes for Mailchimp, Klaviyo, and customer.io.
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