Help Documentation 〉Campaign Reports 〉

Integrate With Google Analytics

You can use Google Analytics to attribute conversions on your website to a specific email campaign.

  1. In Direct Mail, click Send Campaign in the toolbar
  2. Check the Tag for Google Analytics checkbox
  3. Optionally, enter a campaign name. This is the name that will appear in your Google Analytics reports. If you do not enter a campaign name, then Direct Mail will use your subject line as the campaign name.

How It Works

When you enable tagging, Direct Mail automatically appends Google Analytics tracking parameters to each URL in your email. Some URLs (like email or telephone number URLs) will not be tagged. When an email recipient clicks on the link and goes to your website, Google Analytics reads those parameters and attributes the visit to your email campaign.

URL Parameter

Direct Mail tags the URLs in your message with the following values:

  • utm_medium = email
  • utm_campaign = the name you entered or the subject line of the message
  • utm_source = directmailmac
  • utm_term = If the link is a text-link, it will be the linked text (e.g. "click here"). If the link is an image, it will be the "alt" text. If no alt text is specified, it will be the name of the image.

Viewing Results in Google Analytics

After your campaign is sent, here’s where you can find campaign results in Google Analytics. Remember that Google Analytics cannot show you email open rates (or other email-specific results like bounces and unsubscribes), but will show you data for the visitors that have clicked through to your website from the email.

  1. Go to Google Analytics
  2. Click Reports > Acquisition > Traffic Acquisition
  3. Click the Session primary channel group menu
  4. Select Session source / medium
  5. Look for the row of data labeled email / directmailmac

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