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In the past few weeks I’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.

The Concept

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. Here’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.