Tracking Mailer with Google Analytics

Hi all!

I was planning to fire a mailer last week. The challenge before me was to track the performance of the mailer. I couldn’t get the way to track it except few paid services. Fortunately I started navigating Google Analytics more and more. Finally I’ve got the idea.

The concept is known as URL tagging. Here I am giving the fact I got from Analytics itself.

Tagging your online ads is an important prerequisite to allowing Google Analytics to show you which marketing activities are really paying off. Fortunately, the tagging process goes smoothly – once you understand how to differentiate your campaigns. Here is a three-step process to help you get started. (If you’d like to learn about all of the variables you can use to differentiate campaigns, read The five dimensions of campaign tracking.)

1. Tag only what you need to.
If your Google Analytics account is linked to an active Google AdWords account and you have auto-tagging enabled, you don’t need to tag your AdWords URLs. Google Analytics will automatically track all of your AdWords campaigns. You’ll still need to tag all of your non-AdWords paid keyword links, though, as well as your banners and other ads, and the links inside your promotional e-mail messages.

There are certain links that you don’t need to tag, and many times will not be able to tag. You should not attempt to tag organic (unpaid) keyword links from search engines and it isn’t necessary to tag links that come from referral sites, such as portals and affiliate sites. Google Analytics automatically detects the name of the search engine and the keyword from organic (unpaid) keyword referrals, and you’ll see metrics for these referrals in your reports, typically under “Organic” listings. Google Analytics also detects referrals from other websites and displays them in your reports, whether or not you have tagged them. And again, you don’t need to tag your AdWords URLs if your Analytics and AdWords accounts are linked.

2. Create your links using the URL Builder.
Campaign links consist of a URL address followed by a question mark and your campaign variables. But, you won’t need to worry about link syntax if you fill out the URL Builder form and press the Generate URL button. A tagged link will be generated for you and you’ll be able to copy and paste it to your ad. If you’re wondering which fields to fill in, you’re ready for Step 3.

3. Use only the campaign variables you need.
Google Analytics’ link tagging capabilities allow you to uniquely identify virtually any campaign you can think of. But, don’t think that you must use all six fields in the URL Builder form in each of your links. On the contrary, you’ll usually only need to use Source, Medium, Name, and Term (for paid keywords). The table below shows how you might tag the three most common kinds of online campaigns – banner ads, email campaigns, and paid keywords.

Five Dimensions of campaign tracking

Banner Ad E-mail Campaign Pay Per Click Keywords
Campaign Source
City Search Newsletter Overture
Campaign Medium Banner Email CPC
Campaign Term
Boston July Paid Keyword
Campaign Content content content content
Campaign Name
Product Product Product


Helpful Information

The format of URL is:”______”&utm_medium=_____&utm_campaign=___

Campaign Source (utm_source)

Required. Use utm_source to identify a search engine, newsletter name, or other source.
Example: utm_source=google

Campaign Medium (utm_medium)

Required. Use utm_medium to identify a medium such as email or cost-per- click.
Example: utm_medium=cpc

Campaign Term (utm_term)

Used for paid search. Use utm_term to note the keywords for this ad.
Example: utm_term=running+shoes

Campaign Content (utm_content)

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
Examples: utm_content=logolink or utm_content=textlink

Campaign Name (utm_campaign)

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Example: utm_campaign=spring_sale

Put links in above format in your e-mail campaign and you will be able to track mailer in Google Analytics. You can also use URL Builder to create url in above format.

So, Now you can track mailers. Happy e-mailing.


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