Are you struggling to measure the bottom line impact of your email marketing?

You know what your open and click-through rates are, and you can even see every individual who opens your email on a big, beautiful map. Yet somehow, you still can’t quite measure how many leads and customers your email campaigns are creating.

Fortunately for you, email marketing tools like Campaign Monitor integrate directly with Google Analytics so you can see how many people are clicking on your email campaigns, landing on your website and going on to become leads and customers.

The best part is: It’s really easy to do. In this post we’ll outline 3 simple steps to help you make it happen.

1. Set up campaign tracking

The first step to tracking the success of your email campaign is setting up Campaign Tracking. When people come to your website from other sites like Twitter and Facebook, it’s easy for Google Analytics to know where they came from and tag the traffic appropriately (as social traffic, for instance). However, in the case of email, if you don’t use these little things called ‘UTM variables’, traffic from your email campaigns will be classified as ‘Direct’.

UTM variables are basically little parameters you can add to the end of your links in email campaigns to tell Google Analytics where the person is coming from.

Let’s look at our recent Canvas email campaign as an example. Here’s what the link would look like with and without UTM variables:

See all the extra parameters appended at the end of the URL? These tell Google Analytics where the person is coming from.

Although these links look crazy, they are easier to set up than you think. You have two options: You can either tag all your links manually, or if you are a Campaign Monitor customer, you can turn on automatic link tagging.

How to tag links manually

To tag the links in your emails manually, you can use use the Google Analytics URL Builder. This free tool is provided by Google Analytics, and it allows you to fill out a few fields and get a nicely coded link you can put straight into your campaigns.

You can enter whatever values into the form you need, but in the above example, we created a URL that tells Google Analytics we are:

Now all you need to do is copy the link the tool provides and use it behind the buttons and links in your email campaigns.

How to tag links automatically

If this seems overly difficult, we completely understand. That’s why we built automatic link tagging into Campaign Monitor. It allows customers to simply flip a switch and all the links in their campaigns are automatically tagged with UTM variables.

To turn it on, follow the instructions found in this help article.

Once enabled, we’ll automatically add the following UTM variables to your email campaigns:

2. Create an Advanced Segment

Advanced Segments are essentially filters which allow you to see data in your reports from specific visitors, such as visitors from search or visitors from email.

To create a segment, click on the Add Segment box above any of your standard reports.

For this example, we’re going to only view website visitors who have come from an email marketing campaign. To do this, click the red button to create a new segment and name it Campaign Medium: email. In the left menu, select Traffic Sources, and for the Medium field, select Exactly Matches and type in ’email’.

When completed, click Save. You can use the same Add Segment box to find your new segment and apply it to your reports. Once you do this, you’ll see numbers for people who came via your email campaigns alongside your usual metrics, like in the example below:

3. Review your reports

Now that you have enabled Campaign Tracking and have set up email traffic as an Advanced Segment, you can look at virtually any report in Google Analytics and see the effect your email marketing campaigns have on the numbers.

To get you started, here are 4 of our favorite reports for understanding the effect of your email marketing campaigns:

The Real-Time report

If you have just sent an email campaign to your list, it can be interesting to watch in real-time as they start to click-through to your website and navigate around.

The real-time report can be accessed by selecting ‘Real-Time’ from the left menu bar and then selecting ‘Traffic Sources’ and ‘Email’. Here’s what our report looked like at the time I was writing this article:

As you can see, the report will show you how many people are on the site right now who have come from your email campaigns, and will even break down what campaigns they came from.

The Overview report

Just need to see how much traffic your email marketing efforts are bringing to your site and compare that to overall traffic? Overview report is the one for you.

To access it, make sure you have your ‘Campaign Medium: Email’ advanced segment turned on, then simply select ‘Audience’ from the left side menu and choose ‘Overview’.

In this single snapshot, you’ll be able to see how many visits (now called Sessions) your email campaigns drove as well as how many unique visitors (now called Users) arrived. You can also see the number of pages per visit and the bounce rate.

Additionally, you can easily compare all of these metrics to your overall results, or to other mediums like social or search if you add some other Advanced Segments.

The Campaign report

If you want to see the bottom line effect of all your campaigns and compare them against each other, then the Campaign Report is where you want to be.

Make sure you have your ‘Campaign Medium: Email’ advanced segment turned on and navigate to ‘Acquisition’ in the left menu bar. Then select ‘Campaigns’. Next, you’ll want to select the ‘Campaign’ link just above the table to sort the table by the highest performing campaigns.

As you can see above, the report will show how many visits (called Sessions) and visitors ( called Users) each campaign brought to your site. If you have goal tracking or eCommerce tracking set up, you can even see how many people made purchases, or another form of conversion from each campaign.

The Behaviour Flow report

Have you ever wanted to know what people do on your site once they arrive from your email campaign? Do they just leave? Or do they view your Pricing or Contact us pages?

Fortunately, the behavior flow report can tell you exactly what people do when they arrive at your site from a particular campaign.

To access it, select ‘Behavior’ from the left hand menu and then select ‘Behavior Flow’. Next, you’ll need to select ‘Campaigns’ from the little green drop down menu above the first column in the report. This will show you all your campaigns, and if you want to see one particular campaign just click it and choose ‘View only this segment’.

As demonstrated in the example above, those who came from our July Newsletter primarily landed on the ‘Canvas Redesign’ blog post (which was the featured item in the newsletter). A number went on to view the Canvas landing page while others checked out the Gallery or viewed our pricing page.

By using the Behaviour Flow report, you can see exactly what people did after coming to your site from a specific campaign.

In conclusion

By simply enabling Campaign Tracking and setting up an Advanced Segment, you can get an in-depth look at the success of your email marketing campaigns and see how people are interacting with your site after clicking through from your emails.

Be sure to monitor these on an ongoing basis, and use the insights gained to report on both the success of your email campaigns as well as improve them moving forward.

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  • Tom

    Does this require GA to be installed on a website? Or can you independently track via GA with just the campaign tracking?

  • Ros Hodgekiss

    Hi Tom, really good question there. In order to use Google Analytics, you need to have an account and add their tracking code to your site. If you’re publishing using WordPress or a similar CMS, this is usually really easy to do.

    Google has a good checklist for getting started, including links to other learning resources. Best of luck!

  • Karl

    Hi guys,

    While the automatic GA tracking is a good feature, it’s far form perfect. Firstly, clients really should be able to control how they report on their data by naming their own utm_variables, but Campaign Monitor does not provide any option to do this (aside from manual tagging which is far too laborious). Secondly, you’re using the utm_term variable incorrectly and should be using the utm_content to differentiate types of links in emails. Having ‘read more’ as a keyword pollutes my GA data.

    Would be nice if you could consider offering some more flexibility over the automatic tagging feature.


  • Ros Hodgekiss

    HI Karl, being able to set your own utm_variables in order to customize reports is certainly a valid improvement – thanks for letting us know about your experiences here. Secondly, we’ll see what we can do about swapping utm_term and utm_content. Naturally, we’ll keep you posted if anything happens on this end, so many thanks again :)

  • Jonathan

    Under heading 2 you write

    “In the left menu, select Traffic Sources, and for the Campaign Medium field, select Exactly Matches and type in ’email’.”

    But the field is “Medium”, not “Campaign Medium” (campaign is a separate field.

    Or am I missing something? Sorry to be pedantic.

  • Aaron Beashel

    Hi Jonathon

    Thanks for pointing this out. It’s actually just a bit of a mix up in terminology in that it’s sometimes called ‘Campaign Medium’ and other times just ‘Medium’. Even Google uses both terms in different places.

    So no, you weren’t missing anything. You want to enter ’email’ in the field labelled ‘Medium’ when creating your Advanced Segment.

    I will update the post now so this doesn’t cause anymore confusion in the future.

    Thanks so much for commenting.

  • Jaina

    This is a fantastic guide! We’ve been using Google analytics tracking on our emails but we’re not really making the most out of the stats we’re collecting from it. Doing the basic things like seeing how a campaign performs, but the real time stats is pretty cool! Excited to check that out.

    Not to mention I didn’t realise you could have a utm_terms attribute. I’ve been appending link ids to the campaign attribute!

  • Michael

    Thinking about email campaign editing workflow here…When we’re editing/inserting a link, could the Canvas content editor have the “utm_content” tag field available so that we can (optionally) write in our own label?

  • Ros Hodgekiss

    Hi there Michael, it isn’t possible to add or edit the utm_content tags for now – as mentioned above, campaigns sent via the app (Canvas or otherwise) use the campaign name & a unique identifier to distinguish which is which. We’re happy to look into this scenario though, so if you could kindly get in touch with details as to why you’d like to change this parameter, we’ll most certainly see how we can help out. Thanks for writing in!

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