What is UTM tracking
UTM parameters are small tags you add to a link's URL so analytics tools - like Google Analytics or Matomo - can see where your traffic came from. When someone clicks a link in your email, the parameters travel with them, and your analytics tool picks them up. That's how you tell which campaign drove the visit.
With UTM tracking turned on, MarketHype adds these parameters to the links in your emails and automations for you. Instead of pasting the same tags onto every link, you define them once and let MarketHype handle the rest.
ℹ️ Note: The tracking data lives in your analytics tool, not in MarketHype. Open Google Analytics, Matomo, or whichever tool you use to see the results.
Set up UTM tracking
Go to Settings → Email → Tracking. UTM tracking is off by default, so you'll need to turn it on by checking the box "Enable UTM tracking on new emails by default".
Once it's enabled, the parameters you configure here become the defaults for every new email and automation in your organization.
The Tracking settings are your hub for everything UTM: turn tracking on or off, set the default values for the four standard parameters, and add your own custom parameters.
The four standard parameters that are always included when tracking is on are:
Parameter | What it does | Default value | Can you change it? |
| Identifies the source of the traffic |
| Yes, but only in organization settings - it can't be overridden per email* |
| Identifies the specific campaign | Dynamic - the email or automation name | Yes - set the type to dynamic, static, or no predefined value in organization settings, or override the value per email. |
| Identifies the channel | Always | No - locked |
| The campaign's unique ID |
| No - locked |
*Keep in mind that an updated utm_source only applies to emails sent after you change it. Links in emails you've already sent keep the old value and can't be updated. So if you change it partway through a strategy, your analytics will show some traffic under the old source and some under the new one.
Add custom tracking parameters
If the standard parameters aren't enough, you can add your own - for example utm_content, mtm_group or mtm_placement. You can have up to 10 custom parameters, and they're all set up at the organization level under the same Tracking settings.
Each custom parameter is one of three types:
No predefined value: left empty here and added manually per email or automation.
Static value: a fixed value used across all emails and automations.
Dynamic value: generated automatically per campaign, based on the campaign name, campaign type (email or automation), or campaign ID.
Custom parameters have to be defined in Tracking settings before you can use them - you can't create new ones from inside the email editor. Once you reach 10 parameters, you'll need to delete one before you can add another.
Edit or delete a parameter
In the Tracking settings, your parameters are shown in a list, each with its name and default value.
To change one, click Edit on its row:
utm_source: edit the value.utm_campaign: edit the value and change its type (dynamic, static, or no predefined value - see definitions above).utm_mediumandutm_idare locked.
Custom parameters are edited the same way. To remove one, open it with Edit and use the Delete button. The four standard parameters can't be deleted.
Override tracking for a single email or automation
Every email and automation inherits your organization's tracking settings, but you can override them when a single campaign needs something different.
For a regular email, open the email's Settings tab and find the UTM tracking card:
For an automation, open the Send email panel to find the UTM tracking:
If tracking is off at the organization level, you can still turn it on for a single email or automation.
If it's on at the organization level, you can turn it off for one you don't want tagged.
You can override any parameter except utm_source, utm_medium, and utm_id, by clicking Override. An overridden value can always be set back with Restore default.
⚠️ Important: If you override utm_campaign, you have to enter a value - it can't be left empty. An empty utm_campaign field blocks the email from being sent until you fix it.
How links get tagged
You add links to your email the normal way, without any UTM tags. MarketHype automatically adds the parameters when the email is rendered for preview or delivery, so in the editor you'll always see the clean, untagged link.
A few rules worth knowing:
Parameters are added after merge tags are resolved, so links added through merge tags - such as event or order URLs - are tagged too.
MarketHype only adds the parameters that aren't already on a link, and never overwrites ones you've set yourself. For example, if a link already has
utm_campaign=presale, MarketHype keeps that and still adds the other parameters likeutm_sourceandutm_medium.Links to
communication.markethype.ioandsurveys.markethype.io, andmailto:ortel:links, are never tagged.
💡 Tip: Want a different tag on one specific link? Add it manually in the editor. Since MarketHype leaves links that already have tracking parameters alone, your manual tag wins for that link.
Preview and review before sending
Your tagged links show up everywhere you'd see the finished email: the in-app preview, the shareable preview, test emails, and the actual send. Only the editor shows the raw, untagged links.
The review step includes a UTM tracking section showing whether tracking is on and which parameter values will be used, along with an example URL. If any links already carry their own UTM parameters that deviate from your settings, they're listed here so you can catch unintended deviations before you send.
UTM tracking in automations
Automations work just like broadcast emails, with one helpful difference: the parameters are resolved at each individual send, not when the automation starts.
That means if you change your tracking settings while an automation is running, future sends pick up the new values automatically - so you can switch strategy mid-campaign without stopping or editing the automation by hand.