Google Analytics links for email campaign tracking are made up of three key elements which follow after your target link. The prefix to any tracking link is a “?” (i.e. www.yourwebsite/store?………..)
- The source “utm_source“: This refers to the type of email the tracking refers to. The main purpose of the link is to help you identify what the email in question was about or which list it was sent to (e.g. abandoned cart, upgrade offer for existing customers, welcome for new customers.)
- The medium “utm_medium”: This is straightforward. The medium refers to what type of marketing campaign this was (i.e. website, email, newsletter, etc .) When tracking your emails, you should write “utm_medium=email“.
- The campaign “utm_campaign”: The third and final element of this link refers to the name of your email campaign (e.g. Spring Newsletter 2018.)
Here is an example of a Google Analytics link after all elements have been put together:
For help setting up your analytics tracking links, check out this useful tool.