How to Set up Google Analytics Tracking for Email Campaigns

By 5. February 2020 Mail Designer 365 Blog

Do you have Google Analytics set up for your website? Why not set it up for your newsletters too! This is a great opportunity to find out how many of your customers access your site via the links in your newsletter. It’s easy to set up Google Analytics tracking and once finished, expands your understanding of customer behaviour even further.

Here’s how you can get started…

How to set up Google Analytics Tracking

Google Analytics links for email campaign tracking are made up of three key elements which follow after your target link. The prefix to any tracking link is a “?” (i.e. www.yourwebsite/store?………..)

  1. The source utm_source“: This refers to the type of email the tracking refers to. The main purpose of the link is to help you identify what the email in question was about or which list it was sent to (e.g. abandoned cart, upgrade offer for existing customers, welcome for new customers.)
  2. The medium “utm_medium”: This is straightforward. The medium refers to what type of marketing campaign this was (i.e. website, email, newsletter, etc .) When tracking your emails, you should write “utm_medium=email“.
  3. The campaign “utm_campaign”: The third and final element of this link refers to the name of your email campaign (e.g. Valentine’s Day.)

Here is an example of a Google Analytics link after all elements have been put together:

www.yourwebsite.com/store/?utm_source=existingcustomers&utm_medium=email&utm_campaign=valentines-day

For help setting up your analytics tracking links, check out this useful tool.

How to test tracking links

To verify your tracking links are working, go to the real-time view in Google Analytics. Open the Traffic Sources report and click on your test link. You should see your click show up on the real time view.

24 hours after sending your newsletter, you will see your readers’ clicks appear under Acquisition > Campaigns. Use this information to analyse the performance of your email campaigns over time.

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