Email, like all marketing activities, is a process. This process includes reaching out to an individual with an email message, hoping the recipient opens the message and responds by clicking on a link in the message. You can measure each step in this process. However, Google Analytics can only measure how much website traffic the email message generates. It cannot measure how many people received or opened the message.
You can use link tagging to track email with Google Analytics. As mentioned above, Google Analytics cannot measure what happens in the recipient’s inbox. It can only measure what visitors do on the website after clicking on a link in an email message.
Creating a link tagging strategy for tracking email depends on your email marketing strategy. Email marketers often segment their email lists many different ways depending on the type of marketing activity. For example, a company may target parents in a back-to-school campaign and send a parent-themed message to members on the email list who are parents. The Google Analytics measurement strategy should follow this overall marketing strategy and track how well or poorly the “parents” segment of email traffic performed.
When creating your link tagging strategy for email, remember you have four query-string parameters to track email. Try to stuff as much information as you can into these parameters to increase your ability to segment data in Google Analytics.
You can send email communications as part ...