UTM/URL tracking

Are you sure that this works also when you are not running ads?

I don’t seem to have the “email is empty” filter available within the page hits report data settings.

you can also filter the page hit by url, including only pages containing the utm string in the url, for example

How exactly can I do this?

you can do that by using the filter option.

the documentation should clarify: Reports | Mautic
to filter by “email is empty” select the Contact Email Column (see image below)