How UTM Parameters Work in Email + SMS Messages

Learn how to track traffic driven by your Privy emails and texts.

What is a UTM?

UTM stands for Urchin Tracking Module. A UTM is a tag or parameter added to the end of a URL which helps marketers to track the effectiveness of various marketing campaigns and channels.

Privy automatically adds UTM parameters to all links added in your SMS and Email messages, which allows you to track any traffic and/or conversions from Privy in Google Analytics or other analytics tools. This article will walk through the specifics of how Privy UTMs work, and key differences between UTMs added to Email vs SMS links.

Email UTM Parameters

All links added to your Privy emails will include the following information in the UTM Parameters:

Tag	Value
utm_source	privy
utm_medium	email
utm_campaign	privy_{id}
utm_content	v_{variation_id} (from Display A/B Test Variations only)

Note: The ID variable for the utm_campaign tag will reference the unique ID # associated with the individual email campaign, automated email flow, or after signup email in which the link was clicked (see example below).

How tracking works in emails

By default, tracking is applied to all links in the following email messages:

• Email Campaigns
• Email Flows and Automations
• After Signup Emails
• Double Opt-In Confirmation Emails

Tracking does not work for the following links:

• Unsubscribe Links
• Links already containing the same UTM parameter (existing parameters will be preserved)

SMS UTM Parameters

All links added to your Privy text messages will include the following information in the UTM Parameters:

Tag	Value
utm_source	privy
utm_medium	sms
utm_campaign	The name of the Display, Flow, or Campaign associated with the text message.

How tracking works in SMS

Privy uses short links in all SMS messages. UTM parameters will be added to the URL only when the recipient clicks on the link. All existing URL parameters are preserved.

FAQs

Find answers to frequently asked questions about UTM Parameters below.

What are the key differences between Email + SMS UTM Parameters?

Email UTM parameters use numerical values to indicate the utm_campaign, while SMS UTM parameters use the text title of the campaign.

Can I customize my UTM Parameters?

No. UTM parameters are automatically set by Privy and cannot be customized. This ensures consistent tracking across all your Privy campaigns.

If you need custom tracking parameters, you can add them directly to your destination URLs before adding them to your email or SMS content. Privy will preserve any existing parameters.

How can I view my Privy UTM data in Google Analytics?

To view your tracking data from Privy in Google Analytics:

• Log into Google Analytics.
• Navigate to Acquisition > Campaigns > All Campaigns.
• Filter your Source by “privy” to see all Privy traffic.
• Use Medium to distinguish Email vs. SMS traffic, if needed.