Integrate Google Analytics' UTM tags

You can automatically append UTM parameters to outbound links in your email campaigns.

Google Analytics, along with most analytics tools, use this data to attribute conversions to their correct source.

To enable appending of UTM tags, visit the Settings > Integrations menu. Click View next to the Google Analytics Integration.


Click Add Google Analytics Integration to turn this feature on.

Editing the UTM tags

Vero will append UTM tags in the following manner:

  • utm_source is, by default, set to vero.
  • utm_medium is, by default, set to email.
  • utm_campaign is populated with the name of the campaign being sent.
  • utm_term is populated with one of Newsletter, Transactional or Behavioural.
  • utm_content is populated with either the variation being sent. If you do not have an A/B test running, this will be control, otherwise it'll be the variation of your campaign (for example, a or b).

You can edit the utm_source and utm_medium values appended by Vero on the Settings > Integrations menu page.

Customising tags in an individual email campaign

If you add your own UTM tags to any link, these will take precedence and override the default UTM tags that Vero will append above.

For example, if you added a link as follows:

Then Vero would only append the utm_source, utm_term and utm_medium tags. It would not overwrite your custom utm_campaign value on this link.

Disabling tags on an individual link

You can also prevent a particular link from appending UTM tags by adding data-vero="ignore". This will ensure that all other links are unaffected and still maintain their UTM tags.

For example, add the setting to your link as follows:

<a data-vero="ignore" href="">Log into my Vero account</a>


  • Chris Hexton
    CEO and Co-Founder