Auto UTM Tracking Is Live
We shipped Auto UTM Tracking on March 9, 2026.
This release adds a website-level tracking setting that automatically appends UTM parameters to content links across your emails. The goal is simple: less manual URL cleanup, more consistent attribution.
What shipped
- A new Add UTMs to links setting in website tracking
- Configurable
utm_source,utm_medium,utm_campaign,utm_content, andutm_term - Dynamic values for company, email, and link metadata
- Automatic tagging for content links across text, buttons, images, CTA blocks, product links, and video links
- Smart exclusions for social links, privacy links, terms links, unsubscribe links, and similar utility URLs
- Per-link override in the editor when you need to bypass auto tracking
Auto UTM Parameter Table
| Parameter | Recommended default | Why it helps |
|---|---|---|
utm_source | sequenzy or your brand name | Keeps email traffic grouped under a predictable source |
utm_medium | email | Separates email from paid, social, referral, and direct traffic |
utm_campaign | Campaign or sequence identifier | Shows which send drove the session or conversion |
utm_content | Email step, link label, or block name | Distinguishes multiple links inside the same email |
utm_term | Optional segment or topic | Useful for advanced reporting, but not required for every team |
How it works
Turn the feature on once in Tracking settings for your website. After that, Sequenzy applies the same UTM rules to eligible links during preview and during actual send.
If a specific URL needs different handling, open the link in the editor and switch it out of auto mode. The editor shows the final tracked URL so you can verify exactly what will go out.
Auto UTM Exclusion Table
| Link type | Default behavior | Reason |
|---|---|---|
| Blog, product, and landing page links | Add UTMs | These links usually need attribution |
| CTA buttons | Add UTMs | Primary conversion paths should be tracked |
| Product links | Add UTMs | Helps connect email clicks to revenue |
| Unsubscribe and preference links | Exclude | Tracking parameters should not interfere with compliance links |
| Privacy, terms, and social links | Exclude | Utility links rarely need campaign attribution |
UTM Override Table
| Situation | Use auto tracking? | Better choice |
|---|---|---|
| Standard newsletter article link | Yes | Let website-level rules apply |
| Partner campaign with agreed naming | Maybe | Override to match the partner's reporting convention |
| Link already contains UTMs | Maybe | Keep existing parameters if they are intentional |
| Compliance or account-management link | No | Exclude from auto tracking |
| A/B test with two CTA labels | Yes | Use dynamic utm_content to separate variants |
Why this matters
Manual UTM tagging breaks down fast. Teams forget parameters, use inconsistent naming, or skip tracking entirely when they are moving quickly.
This release moves the logic to the platform level. You set the rules once, your emails inherit them by default, and attribution stays much more consistent across campaigns and sequences.
Learn more
The full feature page is here: Auto UTM Tracking
Recommended setup
Most teams should start with simple, predictable defaults. Use your brand or product name for utm_source, use email for utm_medium, and let campaign or sequence metadata fill utm_campaign. That gives you clean reporting without making every marketer invent naming rules from scratch.
For utm_content, use the link label, email step, or block name. This is the field that helps you understand which link inside the email earned the click. For example, a newsletter might have three links to the same product page: the hero CTA, a text link in the intro, and a footer CTA. utm_content lets analytics separate those clicks.
Keep utm_term optional. It is useful for advanced segmentation, partner sends, or content topics, but forcing it on every email usually creates messy reporting. If a field does not help someone make a decision later, leave it empty.
What to check before enabling it
Before turning auto UTM tracking on for a production website, review a few recent campaigns and decide how you want them to appear in analytics. The feature works best when the naming convention is boring and consistent.
- Confirm that campaign names are readable outside Sequenzy.
- Make sure unsubscribe, preference, privacy, terms, and social links stay excluded.
- Check links that already have UTMs so intentional partner parameters are preserved.
- Preview at least one campaign and one automated sequence before sending.
- Tell the team which fields are automatic and which fields they can override.
The goal is not to add more tracking for its own sake. The goal is to make email traffic easier to understand after the click. A good setup should answer basic questions quickly: which campaign drove the visit, which email step got the click, and which CTA performed best.
When to override auto tracking
Auto tracking should cover the normal case, but there are still times to override it. Partner campaigns may require a specific UTM convention. Paid sponsorships may need agreed names for reporting. A link to a third-party booking page may already contain tracking parameters that should not be changed.
Use overrides sparingly. If every link needs manual cleanup, the website-level defaults are probably too clever. The best default is the one the team almost never has to think about.