Understanding UTM tracking in Marsello 

Understanding UTM tracking in Marsello

Add UTM parameters to Marsello emails for better insight into how your marketing emails contribute to your overall traffic and maximize ROI.

September 15, 2025

UTM Tracking monitors your UTM parameters (or small codes which are added to the end of links that help Google Analytics (and other site trafficking tools) to pick up data based on the parameters to help track where your visitors are originating from. When you add UTM parameters to Marsello campaigns, you can better understand how the marketing messages you send through Marsello contribute to your overall traffic and conversions.

Marsello's UTM parameters

UTMs are used by marketers to attribute the success of a campaign to specific sources. UTMs allow you to create special tracking links, known as parameters, that monitor the performance of the links used in marketing campaigns. UTM parameters are added to the end of a URL to track where website traffic comes from, allowing source tracking in reporting tools like Google Analytics.
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Marsello uses 3 key parameters to give a detailed picture of where the traffic is coming from:

1. Source: this tracks the source of the traffic; e.g. Marsello

2. Medium: this tracks the type of channel driving the traffic; e.g. SMS vs Email

3. Campaign: this is the name of the campaign; e.g. BFCM SMS

Adding UTM's to a one-off Marsello email campaign

1. In your Marsello app admin, go to Marketing > Campaigns > Email and click Create Campaign (if creating a campaign from scratch, otherwise click into the campaign you wish to add UTM parameters to)

2. This will take you to the email's settings page where you can enter more information about the campaign.

3. Check the box Include UTM tracking parameters

Design your campaign and select save and return. This will pull up your settings menu for this campaign where you can confirm if you wish to add UTMs.

4. Check the box Include UTM tracking parameters

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📝 Note: Parameters in Marsello will be pre-populated based on the above best practices. These can be edited by the merchant.

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5. Confirm your UTM parameters match Marsello's best practice recommendations.

 

6. Complete the Campaign Settings form as prompted. Click Save & return to review to create and finalize your campaign and schedule for deployment.

Adding UTMs to a SMS campaign

1. In your Marsello app admin, go to Marketing > Campaigns > SMS and click Create Campaign (if creating a campaign from scratch, otherwise click on the campaign you wish to add UTM parameters to).

2. This will open up the campaign content form. Complete this form (including campaign name and message content).

3. Towards the bottom of the form, check the box Include UTM tracking parameter.

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📝 Note: Parameters in Marsello will be pre-populated based on the above best practices. These can be edited by the merchant.

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4. Confirm your UTM parameters match Marsello's best practice recommendations.

Comparing Marsello conversion tracking and Google Analytics

As Google Analytics uses link clicks to track conversions and Marsello uses data directly from your database, there will be times when the analytics between the two won't be an exact match.

An example scenario where you may find Google Analytics not recording a conversion would be when a subscriber receives an email, reads it, does not click on a link, goes to your store, and makes a purchase. Google Analytics doesn't know they read your email, but Marsello does. In Marsello, the purchase would be attributed to your email. We recommend using Marsello's conversion tracking to track the success of a campaign.

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FAQS

Q. Some links in our emails still contain an "omnisendContactID" parameter from our previous platform. Can I remove it from the template in one go?

A. This parameter isn't added by Marsello. It's part of the link URLs themselves, carried over from when the links were set up in Omnisend. Marsello doesn't currently have a find-and-replace tool for removing a parameter from every link at once.

Because the links in your template are in separate blocks, each one needs to be updated individually:

1. Open the template in the email editor.
2. Click each image, button or text link.
3. Delete omnisendContactID and its value from the URL.
4. Save the template.

📝 Note: Updating your saved template fixes new campaigns created from it. Campaigns you've already drafted from the old version need the links updated separately. Sent campaigns can't be changed.

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Q. Some links have "utm_campaign" appearing twice in the same URL. Where can I find the automatic UTM settings?

A. You're right that UTMs are being added on top of the ones already in your links. Marsello can add UTM parameters automatically when Include UTM tracking parameters is ticked in a campaign's settings. If your links already have UTMs written into them, they'll appear twice.

To find the setting:

1. Go to Marketing > Campaigns > Email and open the campaign.
2. In the campaign settings, find Include UTM tracking parameters.

You can fix the duplicates in one of two ways:

• Keep Marsello's UTMs (recommended): Leave the box ticked and remove the UTMs written into your links. Marsello fills in Source, Medium and Campaign for you, so your tracking stays consistent across campaigns.
• Keep your own UTMs: Untick the box and keep the UTMs in your links as they are.

For more detail, see Understanding UTM tracking in Marsello.

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