A short how-to and example showing how to track your email marketing campaigns by tagging links in your email with Google Analytics

I was prompted to write this how-to post since so many email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren’t aware it can be used for email tracking “beyond the click”. They were also unaware that once email is tagged,Advanced Segments can be used to isolate visitors referred from email to understand their preferences and behaviours. This really helps prove the value of email for your list members and to your company particularly if you have goals setup in Google Analytics.
You should also be aware when selecting an email broadcasting system that many email providers have added functionality to make it easy to track with Google Analytics or other web analytics systems such as Omniture. Check with your Email Service Provider to check they support. Here you setup the campaign tracking tags within the email system rather than having to manually add them to the links as described below.

About email campaign tracking ‘beyond the click’

“Beyond the Click tracking” is the tracking that occurs once the visitor has clicked through from your email to the website.
It is where your web analytics tracking tool can take over the tracking or your email system may be able to track if you have tracking code from your email system inserted within the site pages.
All sites will be using a standard web analytics solution such as Google Analytics, Omniture, Coremetrics or Webtrends and if you have a standard coding for campaign tracking you will be able to track your email.

Recommended email campaign coding / tagging with Google Analytics

To learn about the principles of tracking campaigns, read my guide which introduces tracking campaigns in Google Analytics.
To setup email tracking, the links from your email to the landing pages should be tagged with standard campaign tracking parameters. These are up to 5 “name-value” pairs which are part of the query string for the URL (denoted by everything after the “?” as in the example below). FWIW, UTM refers the “Urchin Tracking Module” on which Google Analytics is based.
Here is an example tagged URL (split across several lines):

http://www.domain.com/landing_page.htm?
utm_campaign=EnewsNov
&utm_medium=email
&utm_source=HouseList
&utm_term=editorial-link
&utm_content=header

For Email marketing the parameters I recommend are:

• utm_medium – medium used for marketing, i.e. email
• utm_campaign – campaign name, e.g. EnewsNovember
• utm_source – This is usually the media owner, but for email marketing can be used to specify the source of email list, e.g. HouseList or the name of external list providers/Newsletter ads
• * utm_term – In AdWords used to identify the keyword used to trigger the ad, can be used in email marketing to identify individual links (optional), e.g. Offer1, can be based on click text summary
• * utm_content – Used to track an individual or segments response (optional), this could be based on any field in database, e.g. user-id, user email, etc.

Note that term and content are optional
Here is a great example of email tracking in Google analytics [PDF]

Staying within Google’s terms of service on Privacy

Some commentators have recommended that except that you should use someone’s email address to in the &utm_content field. Aside from potential privacy concerns, this is personally identifiable info and a no-no according to GA’s terms of service (See #7). They also state that you can’t match any clickstream data to any individual user of your site. So issuing each person a unique id and passing that through utm_content is also prohibited.

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