Guide to Google Analytics Email Tracking

Are you looking to track your email campaigns? Want to know your email campaign conversion rate? In this guide, I will show you step by step google analytics email tracking. You will learn about UTM parameters, the URL builder tool and the important email marketing metrics to measure.

No matter, if you are familiar with google analytics or not, you can still set up the basic things google analytics email tracking.


First Things First: Setting Up Google Analytics Tracking

If you didn’t use google analytics before, this is the right time to use. It’s totally free and interesting tool when it comes to tracking your email campaigns.

Sign up for a google analytics account and get started with the basic things to set up.


Google Analytics Email Tracking

Tracking email campaigns in google analytics is not a messy thing unless you are pretty familiar with the features. To make this process more understandable and easy to integrate, I have broken down the whole process into 5 steps. Follow the below steps to implement google analytics email tracking.

1. Getting your hands dirty with UTM parameters

UTM(Urchin Tracking Module) code is a simple code that is attached to the actual URL to track visitor information. UTM parameters come handy for email tracking in google analytics. There are five UTM components that can be added to the URL.

utm_source* : Identify the source of traffic i.e google, bing, stackoverflow

utm_medium* : Identify the medium i.e email

utm_campaign* : Identify the specific campaign strategy i.e winter_sale

utm_content : used for A/B testing

utm_term: used for paid search to track keyword

The first three parameters are required for tracking any campaign/URL and the rest are optional. These UTM tags are added at the end of URL by separating with a question mark(?).

2. Embedding UTM parameters in URL

There are two common ways to embed UTM tags in a URL.

1. Adding tags by yourself

Only follow this method if you have practiced enough with UTM tags otherwise you will end up with zero results. Let’s say you are tracking a newsletter email campaign and the actual campaign URL is

Let’s add the UTM tags to the above URL.

First, add a question mark to separate the url from the tags

Next, enter utm_source tag

To separate the UTM tags, we will use the ‘&’ symbol. Our final URL will be

There aren’t  any defined rules to put the UTM tags, so you can insert them randomly.

2. Using a URL builder tool

The easiest way to embed UTM parameters is by using URL builder tool. There are so many tools available online but I would suggest the three popular and widely used tools.

1. Google Campaign URL Builder

This is the most widely used URL builder and easy to use. You only need to add the UTM values

in the required fields and it will automatically generate the URL which you can promote via email.


 This is another great URL builder which does not just add UTM parameters but also shortens the URLs while retaining the UTM tags. You can also use this tool for simple URL shorten purpose.  

3. Online UTM Tracking Code Builder

This is yet another most favorable and popular tool used for generating URLs with UTM tags.


3. Viewing email reports in google analytics

Once you are done with embedding UTM tags and running email campaigns, the final step is to view email reports in google analytics. To do this, you can use two ways.

1. Create an advanced segment

This is a much easier way to isolate the email traffic from the whole data and analyze it separately. To do this, create a new advanced segment and from the traffic source column, enter the medium as email.

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