In the past few weeks Iâ€™ve gotten a lot of questions about how to track email with Google Analytics. While I did cover the broad topic of online ad tracking in a previous series of posts, email tracking has certain nuances that I think should be addressed.
Tracking email campaigns in Google Analytics is done using a process called link tagging. This process is the manipulation of the links in your emails. Hereâ€™s a sample link that might appear in an email:
And another email link that looks like this:
Should be modified like this:
When someone lands on your site after clicking on a tagged link, GA removes the information from the URL and stores it in a cookie. Because the info now resides on your machine (in the cookie) GA can associate all visitor actions (like conversions and transactions) with the email.