How to Embed Your Email Campaigns in Google Analytics

Those who own a website know that Google Analytics is a popular tracking and analysis tool of her traffic. The fact that it’s free, its powerful features and many customization options let you not only evaluate the performance of your website but also identify areas for further improvement. As for Email Marketing, today we will look at why it is important to keep track of your email campaigns in Google Analytics and how to integrate them into it.

1. Why can I keep track of my Google Analytics campaigns?

You already know that one of the most important actions in Email Marketing is to check the performance of email campaigns. How many Deliverability Rate, how many were opened (Open Rate) in how many and what links the subscribers clicked (Click-Through-Rate) These and other statistical indicators are undoubtedly important to evaluate your campaign.

They do not disclose what happens, as your email reader clicks on your link or links and takes you to your website or eshop. Read your blogspot, download the file you offer, go to a Buy; These and much more can not be known to you unless you have a tool such as Google Analytics installed.

It is therefore important to incorporate Email Marketing into Google Analytics. Thanks to this, you can not only track and evaluate your campaigns, but also get to know your subscribers’ preferences and interests. Among other things, to see for example


  • how many subscribers have moved on to targeting your target, e.g. a market

  • which pages the site was browsing

  • Which other product or content categories were viewed

  • if landing page is appealing to you or hastired it immediately

  • how much time your subscribers spent on your site

2. Campaign tracking settings

The first step of integrating a campaign email into Google Analytics is tracking your email campaign. When visitors come to your site from social media or through the , it’s easy for Analytics to automatically recognize the visitors’ origin and divide the movement of the site into similar categories.

In the case of email, however, if you do not use tracking for your campaign, it will define these visits as “direct visits” rather than as coming from an email. You will therefore not be able to recognize your hits from your subscribers, and therefore evaluate the performance of your email campaigns.

The process of installing tracking in your campaigns is very simple and is achieved with so-called utm parameters (utm parameters) in your campaign links

What are the utm parameters and what do they mean?

Basically, utm parameters are small parameters that are added to your email links and that signal to Google Analytics where the visitor is coming from. For example, see a link

All the colored characters are the utm parameters. The utm parameters for Email Marketing are as follows:

utm_source: The source of the visitor’s source can be eg newsletter, email list (eg EmailList) or a group of it (eg LoyalCustomers).

utm_medium: the means by which the visitor arrives in our email

utm_campaign: campaign name, e.g. prosfores_maios2018

utm_term (optional): this link feature (e.g., link1) if you have many links to your email and want to see their performance separately.

How do I create utm links for my email?

There are two ways to create your links:

I. Automatically

The best bulk mailing platforms like EmaiSYSTEM automatically convert your simple links to utm links without you having to do anything. So save so much time and effort. So before you choose the appropriate platform to send your email, it’s very important to know if it supports this feature.

II. Manual

To create utm links on your own, there is a very handy Google tool, Campaign URL Bilder . You only need to add the utm parameters to the corresponding fields and the tool will create the utm link for you, which you then enter into your email.

See, for example, how we created a link to the Call-to-Action button of our campaign with Google URL Bilder for free trial of the EmailSYSTEM platform .

We first entered our simple link for the landing page we wanted and then filled in the fields for the utm parameters: For campaign source our newsletter as a medium email and as a campaign term the call-to-action button, which will lead the reader on our website. In the last box you see the final link, which is already created when entering the parameters.

In this simple way, you can create similar utm links for your campaigns so they can be categorized by Google Anlytics.


If you do not track your Google Analytics campaigns, it’s time to do so. Not only to evaluate the impact of your campaigns but to get to know your audience better. So you can improve your website and email campaigns by giving your subscribers attractive and interesting content.


Dimitris Kroggos is SEA consultant, certified Google AdWords Expert.



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