Email Tracking with Google Analytics

Google Analytics provides big help to businesses. The best part? It is absolutely free. Google Analytics is a web analytics service by Google that tracks and reports website traffic. However,you can also set it up to track email opens, how many recipients opted out for a particular campaign, how many links were clicked, and more. These questions identify valuable metrics such as open rate, click rate, and more, that ultimately affect conversion — the main goal of any email campaign.

With Google Analytics email reports, you will be able to see and understand users' preferences and behavior, thus letting you evaluate which email campaigns worked best and why.

Getting Started With Google Analytics Email Tracking

Ideally, you want to use the same account you used for setting up your Google My Business account.

Setting the Goals

In Google Analytics, you can choose between three available option:

  • A goal template
  • A smart goal
  • A custom goal

Choose one and specify the details.

Adding URL's

Tracking your performance lets you know what’s working and producing great results, and what isn’t. Trackable URLs allow you to identify the source of traffic — which email brought them here? These are links with corresponding UTM (Urchin Tracking Module) parameters or tags at the end of the target website URL. You can either tag it manually or automatically.

Use Google Analytics URL Builder if you want to tag manually. Here are a few steps to generate a URL with UTM tags.

  1.  Input the website link you're going to redirect your email list to.
  2. Specify the campaign source (utm_source) or where your visitor came from such as Google, Facebook, email, and more.
  3. Specify the campaign medium (utm_medium) or the type of traffic the visitor originated from like a newsletter, an unpaid search, and more
  4. Enter the campaign name (utm_name) or the campaign you're running. Keep in mind to use an underscore to seperate each word in the campaigns name.
  5. A unique link will then be created by Google Analytics URL Builder with all the UTM tags you just entered.

Google Analytics Email Reports

Real Time Report

Google Analytics has real time reports that show you data as it's happening. You can see users as they visit your site from your email, which pages they visited, their location, and more.

Campaign Report

This lets you see the overall performance of your email campaigns like:

  • How much time users spent on your website
  • How many new users you gained on each campaign
  • How many page they visited
  • The percentage of conversions that met the goal you've set

Behavior Flow Report

This will show you how the user traveled from your email and which pages he proceeded to after arriving at your website.


With Google Analytics email tracking ability to provide you an in-depth understanding of the behavior of your visitors, you can be able to make smart marketing decisions based on actual data rather than gut feeling.