Magento Email Tracking in Google Analytics

Raphael Thiel —  November 23, 2012 — 1 Comment

email tracking for magentoYou send newsletters to your customers, but how many customers click on them to visit your Magento shop? Next questions should be:

  • If they click what happens in the next step?
  • Does a text mail work better than a html mail?
  • What is the bounce rate?
  • Does the message in your mail creates a conversion?
  • What are the transactions on your site?

In the following tutorial we like to give you an overview how you can use Google Analytics, to track your ads, mails and many more. Get full control on your marketing activities and get more conversions, optimize your content by facts.

The simple concept

The process to track email campaigns in Google Analytics is called „tagging“. This means nothing else than to add additional information to your link.

As example link:

Now you need just a „tracking code“ of your choice: 

Once the code is setup you need to configure Google Analytics.

  1. Go to „Standard Reporting“ -> Overview and click on „Advanced Segments“
  2. Click on „+ New Custom Segment“
  3. Create a „Name“ for the segment
  4. Now you need to choose „Page“ and „Ends with“ in the option list.
  5. In the field „Ends with“ you need to enter the code (In our example ?your-code )
  6. Now you can save the new segment and you are done.
Please keep in mind that it could take 1 or 2 hours before you can see the fist results. We recommend to prepare new segments before you start a new marketing campaign. You can also use the ending code for every other link, like Adwords or other adds. The end of the link must start with „?“ - this is very important! Else you get a Magento issue site.

The deep Concept of analytics and Magento

Google Analytics offers „parameters“ for tagging and you can add more informations to your tracking code.

If a customer clicks on a tagged link, Google Analytics stores this information in a cookie. Now Google Analytics associate all visitor actions and you get a pretty overview on conversions, transactions behind your ads like your email.

Start the advanced „tagging“

For giving more information to the „URL code“ you need to use the Google Analytics  tagging parameters. These parameters are predefined.

On the left side you find the parameter name, on the right you need to enter the value.

Here is a short example for the parameters and their values:




The final URL link with tagging:

Each of these parameters helps analytics to understand that the visitor arrived your shop by mail. Please keep in mind that you can only use parameters that Google provides.

Of course, you can use any value for each parameter. In case you use individual information for each parameter you can add the links to different ads.

Mail links are just an example.

More details through each parameter


This parameter is for identifying the campaign name.

For example: If you create an advertising campaign with paid search, display ad and mails, you can group the customers which came through mails only.


„Medium“ describes how the advertising reached the visitor. In our example it is by „mail“.


With this parameter you can fine tune the „who“. Here are some nice examples for using „utm_source“:






The key should be used for identifying the segment in this parameter. For using this parameter efficiently, you should create some customer segmenting before you send mails.


The last parameter is the „utm_content“ which helps to test mails. It is for identifying the content of your mail. If you are doing A/B or A/B/C tests, you can check the performance of each „content“ value. Here are some examples:




A next great value for this parameter can be the position of the link.

This could look like this:




Google Analytics tagging URL builder

If you are unsure how to create these links you can use the following link:

Google Analytics URL builder

In case you create a lot of different campaigns we recommend to add the values to a Spreadsheet. Else you can easily loose the overview.

Reporting in Google Analytics

Open your Google Analytics account and go to:

Traffic Sources -> Campaigns report.

Traffic Sources

All values in your used link tags get automatically pulled directly in Google Analytics.

The report contains the values of your umt_campain parameters and you are able to measure the performance of each campaign.

If you use google adwords ad, you see the campaigns there, too.

With just one click on each campaign you can enter the details of it. Now you can select at „Dimension“ the „Source“ -> Medium (utm_medium).


Now you can easily evaluate the sources across multiple campaigns.

For this please go again to Traffic Sources > All Traffic Sources report.

In the first column you can see all sources and mediums, which can be filtered by „ utm_medium“, to identify the segment.

You can find the data „utm_source“ at: Traffic Sources -> Ad Versions report There you can evaluate the performance of different variations. All these reports have 3 tabs with metrics:

  1. Site usage
  2. Goal conversions
  3. Ecommerce (For this you need to activate Ecommerce tracking in Google Analytics)

Create your own Advanced Segment

For this you need to click on „advanced segments“-> „+New Custom Segment“ Now you select the „medium“ dimension and enter a value. In example „email“ or a other medium value for „utm_medium“. Before you save the new segment you can test it.

The most common „tagging“ issues

The biggest issue is that a lot Magento shop owners forget to tag their links. Without measurering your traffic you are not able to make a decision on marketing budged. Often shop owners loose a lot of money, or sending mails without reaction.

Forgetting the testing of tagged link is the next big issue. We recommend to test the tagged links by sending them to some coworkers and ask them to click on it. Only in a few hours you can see the data in Google Analytics. This could be very important in case you create a new email campaign.

A big technical issue can happen if you have a redirect that strips off the campaign tracking parameters. For this please check our htaccess setting.

One response to Magento Email Tracking in Google Analytics

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