Created in public
Governed by the community
Owned by no vendor

email · registry v0.1.0 · draft

Email

utm_source = email

Distribution contexts

ownedGoogle-defined
Email sent to the organization's own lists, including newsletters, nurture, and transactional email.
utm_medium
email
Intended GA channel
Email

Aliases

These inputs resolve to email. They are never emitted.

e-mail
e_mail
newsletter

Provenance and notes

canonical_sourceSchemaFirst default
contexts.owned.utm_mediumGoogle-defined
aliasesSchemaFirst default

Google classifies traffic as Email when source or medium is email, e-mail, e_mail, or e mail. SchemaFirst selects email for both.

Organizations that need to distinguish lists or senders should define proprietary source records in an organization profile rather than changing utm_medium.
Use utm_content to distinguish links within the same email.

Example — owned

{
  "status": "ok",
  "standard_version": "0.1.0",
  "parameters": {
    "utm_source": "email",
    "utm_medium": "email",
    "utm_campaign": "spring_product_launch"
  }
}