Understanding UTM Parameters and WAC

Oct 13, 2025 by wbrum.org 31 views

Introduction

As a marketer, you're likely familiar with the importance of tracking email campaigns using UTM parameters. However, when using the Web Analytics Connector (WAC) in Salesforce Marketing Cloud Engagement and leveraging __AdditionalEmailAttribute1 for dynamic UTM parameters, you may encounter an issue where the UTM tag value is empty. In this article, we'll explore the reasons behind this issue and provide a step-by-step guide on how to prevent empty values for UTM tags when using WAC and __AdditionalEmailAttribute1 in SFMC.

Understanding UTM Parameters and WAC

UTM parameters are a way to track the performance of your email campaigns by adding specific parameters to the URL of your email links. These parameters can be used to track the source, medium, and campaign name of your email campaigns. The Web Analytics Connector (WAC) in Salesforce Marketing Cloud Engagement allows you to leverage these UTM parameters to track email campaigns and provide valuable insights into your marketing efforts.

The Role of __AdditionalEmailAttribute1

__AdditionalEmailAttribute1 is a dynamic attribute in SFMC that allows you to add custom attributes to your email links. When used in conjunction with WAC, __AdditionalEmailAttribute1 enables you to add dynamic UTM parameters to your email links. This attribute is particularly useful when you want to track specific campaigns or segments of your email list.

The Issue of Empty UTM Tag Values

When using WAC and __AdditionalEmailAttribute1, you may encounter an issue where the UTM tag value is empty. This can be frustrating, especially when you're trying to track the performance of your email campaigns. The issue is often caused by a mismatch between the UTM parameter name and the value assigned to it in __AdditionalEmailAttribute1.

Why Does This Happen?

There are several reasons why the UTM tag value may be empty when using WAC and __AdditionalEmailAttribute1. Some of the common causes include:

Mismatch between UTM parameter name and value: When the UTM parameter name and value are not correctly matched, the UTM tag value may be empty.
Incorrect configuration of WAC: If WAC is not correctly configured, it may not be able to retrieve the UTM parameter values from __AdditionalEmailAttribute1.
Missing or incorrect values in __AdditionalEmailAttribute1: If the values in __AdditionalEmailAttribute1 are missing or incorrect, the UTM tag value may be empty.

Step-by-Step Guide to Preventing Empty UTM Tag Values

To prevent empty UTM tag values when using WAC and __AdditionalEmailAttribute1, follow these steps:

Step 1: Verify the UTM Parameter Name and Value

Make sure that the UTM parameter name and value are correctly matched in __AdditionalEmailAttribute1. Check that the UTM parameter name is correctly spelled and that the value is correctly assigned.

Step 2: Check the Configuration of WAC

Verify that WAC is correctly configured to retrieve the UTM parameter values from __AdditionalEmailAttribute1. Check the WAC settings to ensure that the correct UTM parameter names are being used.

Step 3: Verify the Values in __AdditionalEmailAttribute1

Check that the values in __AdditionalEmailAttribute1 are correctly assigned and not missing. Make sure that the values are correctly formatted and do not contain any special characters.

Step 4: Test the Email Campaign

Test the email campaign to ensure that the UTM tag values are correctly populated. Check the email link to ensure that the UTM parameters are correctly assigned.

Step 5: Monitor and Analyze the Results

Monitor and analyze the results of the email campaign to ensure that the UTM tag values are correctly tracked. Check the analytics reports to ensure that the UTM parameters are correctly assigned and that the data is accurate.

Conclusion

Preventing empty UTM tag values when using WAC and __AdditionalEmailAttribute1 requires careful configuration and verification of the UTM parameter names and values. By following the step-by-step guide outlined in this article, you can ensure that your email campaigns are accurately tracked and that you have valuable insights into your marketing efforts.

Best Practices

To ensure that your email campaigns are accurately tracked, follow these best practices:

Verify the UTM parameter name and value: Make sure that the UTM parameter name and value are correctly matched in __AdditionalEmailAttribute1.
Check the configuration of WAC: Verify that WAC is correctly configured to retrieve the UTM parameter values from __AdditionalEmailAttribute1.
Verify the values in __AdditionalEmailAttribute1: Check that the values in __AdditionalEmailAttribute1 are correctly assigned and not missing.
Test the email campaign: Test the email campaign to ensure that the UTM tag values are correctly populated.
Monitor and analyze the results: Monitor and analyze the results of the email campaign to ensure that the UTM tag values are correctly tracked.

Q: What is the Web Analytics Connector (WAC) in Salesforce Marketing Cloud Engagement?

A: The Web Analytics Connector (WAC) is a feature in Salesforce Marketing Cloud Engagement that allows you to leverage UTM parameters to track email campaigns and provide valuable insights into your marketing efforts.

Q: What is __AdditionalEmailAttribute1 in SFMC?

A: __AdditionalEmailAttribute1 is a dynamic attribute in SFMC that allows you to add custom attributes to your email links. When used in conjunction with WAC, __AdditionalEmailAttribute1 enables you to add dynamic UTM parameters to your email links.

Q: Why do I get empty UTM tag values when using WAC and __AdditionalEmailAttribute1?

A: There are several reasons why you may get empty UTM tag values when using WAC and __AdditionalEmailAttribute1. Some of the common causes include:

Mismatch between UTM parameter name and value
Incorrect configuration of WAC
Missing or incorrect values in __AdditionalEmailAttribute1

Q: How can I prevent empty UTM tag values when using WAC and __AdditionalEmailAttribute1?

A: To prevent empty UTM tag values when using WAC and __AdditionalEmailAttribute1, follow these steps:

Verify the UTM parameter name and value
Check the configuration of WAC
Verify the values in __AdditionalEmailAttribute1
Test the email campaign
Monitor and analyze the results

Q: What are some best practices for using WAC and __AdditionalEmailAttribute1?

A: Some best practices for using WAC and __AdditionalEmailAttribute1 include:

Verify the UTM parameter name and value
Check the configuration of WAC
Verify the values in __AdditionalEmailAttribute1
Test the email campaign
Monitor and analyze the results

Q: Can I use WAC and __AdditionalEmailAttribute1 together with other marketing automation tools?

A: Yes, you can use WAC and __AdditionalEmailAttribute1 together with other marketing automation tools. However, you should ensure that the tools are properly integrated and configured to avoid any conflicts or issues.

Q: How do I troubleshoot issues with WAC and __AdditionalEmailAttribute1?

A: To troubleshoot issues with WAC and __AdditionalEmailAttribute1, follow these steps:

Check the configuration of WAC and __AdditionalEmailAttribute1
Verify the UTM parameter name and value
Check the values in __AdditionalEmailAttribute1
Test the email campaign
Monitor and analyze the results

Q: Can I get support for WAC and __AdditionalEmailAttribute1 from Salesforce?

A: Yes, you can get support for WAC and __AdditionalEmailAttribute1 from Salesforce. You can contact Salesforce support for assistance with configuring and troubleshooting WAC and __AdditionalEmailAttribute1.

Conclusion

Preventing empty UTM tag values when using WAC and __AdditionalEmailAttribute1 requires careful configuration and verification of the UTM parameter names and values. By following the best practices and troubleshooting steps outlined in this article, you can ensure that your email campaigns are accurately tracked and that you have valuable insights into your marketing efforts.