By using utm_content, you can track which call to action performs better. In Google Analytics, you’ll see the same source, medium, and campaign, but you can further segment the data by content to see which link generated more traffic and conversions.
Example 3: Dynamic UTM Parameter Generation with Mailchimp (or similar ESP)
Most email service providers (ESPs) like Mailchimp, Sendinblue, or ConvertKit offer built-in UTM parameter generation. You can usually configure these in your campaign settings. This automates the process and ensures consistency across all links in your email.
For instance, in Mailchimp, you can go to the campaign builder, navigate to the “Settings & Tracking” section, and enable “Google Analytics link tracking”. Mailchimp will then automatically append UTM parameters to all links in your email, using a predefined naming convention. You can often customize these parameters within the ESP settings.
Expected Output: When a user clicks on a link with UTM parameters, the full URL (including the parameters) is sent to your website and captured by your analytics tool. In Google Analytics, you can then go to “Acquisition” -> “Campaigns” -> “All Campaigns” to see the performance of each campaign, broken down by source, medium, and content. You can track metrics like sessions, bounce rate, goal completions, and revenue.
Expert Tip: Be consistent with your UTM parameter naming conventions. For example, always use “email” for the utm_medium when tracking email traffic. This makes it easier to analyze your data and avoid confusion. Document your conventions and share them with your team.
When you send emails, the links and images often point to generic tracking domains provided by your email service provider (ESP). While convenient, this can negatively impact your branding and deliverability. Custom tracking domains allow you to use your own domain for tracking links and images, improving brand recognition and potentially boosting your sender reputation. This makes the links look more trustworthy to recipients and can help bypass spam filters.
Benefits of Custom Tracking Domains
Enhanced Branding: Links will appear to come from your own domain (e.g., click.yourdomain.com) instead of the ESP’s generic domain.
Improved Deliverability: Using your own domain builds trust with email providers and reduces the likelihood of being flagged as spam.
Increased Click-Through Rates: More recognizable links can lead to higher click-through rates, as recipients are more likely to trust links from a familiar domain.
Example 1: Setting up a Custom Tracking Domain in Sendinblue
Most ESPs have a similar process. Here’s a general outline for Sendinblue:
Choose a Subdomain: Select a subdomain to use for tracking (e.g., `click.yourdomain.com`, `track.yourdomain.com`).
Create DNS Records: Add the necessary DNS records to your domain’s DNS settings. This usually involves adding a CNAME record pointing your subdomain to Sendinblue’s tracking domain. Sendinblue will provide the specific target hostname for the CNAME record.
Verify the Domain: In your Sendinblue account, navigate to the “Senders & Domains” section and add your new subdomain. Sendinblue will then verify that you’ve correctly configured the DNS records.
Enable Custom Tracking: Once verified, enable the custom tracking domain in your Sendinblue settings.
Specific Instructions (Conceptual):
Log into your DNS provider (e.g., GoDaddy, Cloudflare, Namecheap).
Add a CNAME record:
Name/Host: click
Value/Target: sb.sendinblue.com (This value will be provided by Sendinblue)
TTL: Automatic or Default
Save the DNS record.
In Sendinblue, go to “Senders & Domains” -> “Domains” and add “click.yourdomain.com”.
Click “Save” and then “Authenticate this domain”. Sendinblue will check the DNS records and, if correct, verify the domain.
Example 2: Configuring a Custom Tracking Domain in Mailgun
Mailgun is a popular email delivery service that also offers custom tracking domains.
Add a Domain in Mailgun: Add your domain to your Mailgun account.
Create DNS Records: Mailgun will provide a set of DNS records that you need to add to your domain’s DNS settings. This typically includes MX records, TXT records (for SPF and DKIM), and a CNAME record for tracking.
Verify DNS Records: Once you’ve added the DNS records, Mailgun will verify them.
Configure Tracking Settings: Enable open and click tracking in your Mailgun account. You can then specify which subdomain you want to use for tracking.
Specific Instructions (Conceptual):
Log into your DNS provider.
Add the MX, TXT, and CNAME records provided by Mailgun. For example:
In Mailgun, go to “Sending” -> “Domains” and select your domain.
Click “Check DNS Records Now” to verify the setup.
Example 3: Troubleshooting Common DNS Issues
Sometimes, DNS records can take time to propagate. If your ESP is unable to verify your domain immediately, wait a few hours and try again. You can also use online tools like `dig` or `nslookup` to check if your DNS records are correctly configured.
dig click.yourdomain.com CNAME
This command will query the DNS records for `click.yourdomain.com` and return the CNAME record, if it exists. The output should show that `click.yourdomain.com` points to your ESP’s tracking domain (e.g., `sb.sendinblue.com` or `mailgun.org`). If the output doesn’t show the correct CNAME record, there may be an issue with your DNS configuration or propagation.
Expected Output: After setting up a custom tracking domain, links in your emails will use your own domain (e.g., `click.yourdomain.com/…`). This improves brand recognition and trust, potentially leading to higher click-through rates and better deliverability. Email providers are more likely to trust emails coming from a domain that has been properly authenticated with SPF, DKIM, and a custom tracking domain.
Expert Tip: Regularly monitor your domain’s reputation using tools like Google Postmaster Tools. This provides insights into your sender reputation and helps identify any deliverability issues that may arise. Pay close attention to spam complaints and adjust your email practices accordingly.
Event Tracking: Measuring Conversions and Actions
Event tracking goes beyond simply knowing that a user clicked a link in your email. It allows you to track specific actions that users take on your website after clicking that link, such as making a purchase, filling out a form, or downloading a file. This provides a much deeper understanding of the effectiveness of your email campaigns in driving meaningful conversions.
Implementing Event Tracking with Google Analytics
Google Analytics is a popular platform for event tracking. You can implement event tracking using either Google Tag Manager (GTM) or directly through JavaScript on your website.
Example 1: Event Tracking with Google Tag Manager (GTM)
Set up Google Tag Manager: If you haven’t already, create a Google Tag Manager account and install the GTM code snippet on your website.
Create a New Tag: In GTM, create a new tag with the type “Google Analytics: Universal Analytics” (or “Google Analytics: GA4 Event” for GA4).
Configure the Tag:
Track Type: Event
Category: Email Campaign (or a more specific category like “Product Launch”)
Action: Purchase (or any other event you want to track)
Label: {{Page Path}} (This will track the URL of the page where the event occurred)
Value: {{Transaction Total}} (If you’re tracking purchases, you can track the transaction value)
Google Analytics Settings: Select your Google Analytics settings variable.
Create a Trigger: Create a trigger that fires the tag when the desired event occurs. This could be a page view trigger (e.g., when a user visits a “Thank You” page after making a purchase) or a custom event trigger.
Publish the Container: Publish your GTM container to make the changes live on your website.
Example 2: Event Tracking with JavaScript
You can also implement event tracking directly using JavaScript on your website. This requires adding code to the pages where you want to track events.
<script>
// Track a purchase event
function trackPurchase(transactionTotal) {
gtag('event', 'purchase', {
'event_category': 'Email Campaign',
'event_label': window.location.pathname,
'value': transactionTotal
});
}
// Call the trackPurchase function when a purchase is completed
// For example, on a "Thank You" page:
if (window.location.pathname === '/thank-you') {
trackPurchase(100); // Replace 100 with the actual transaction total
}
</script>
In this example:
The `trackPurchase` function sends an event to Google Analytics with the category “Email Campaign”, the action “purchase”, the label being the page path, and a value representing the transaction total.
The function is called on the “Thank You” page, which is typically displayed after a user completes a purchase.
Make sure to replace `100` with the actual transaction total. This often involves retrieving the order total from your e-commerce platform’s data layer.
Example 3: Tracking Form Submissions
You can track form submissions using a similar approach. In GTM, you can create a trigger that fires when a form is submitted. In JavaScript, you can attach an event listener to the form’s submit event.
<script>
// Track a form submission event
function trackFormSubmission() {
gtag('event', 'form_submission', {
'event_category': 'Email Campaign',
'event_label': 'Contact Form',
'non_interaction': true // Set to true if you don't want the event to affect bounce rate
});
}
// Attach an event listener to the form's submit event
const form = document.getElementById('contact-form');
if (form) {
form.addEventListener('submit', trackFormSubmission);
}
</script>
In this example:
The `trackFormSubmission` function sends an event to Google Analytics with the category “Email Campaign” and the action “form_submission”.
An event listener is attached to the form with the ID “contact-form”. When the form is submitted, the `trackFormSubmission` function is called.
The `non_interaction` parameter is set to `true` to prevent the event from affecting your bounce rate. Form submissions are often considered non-interactive events.
Expected Output: After implementing event tracking, you can view the event data in Google Analytics under “Behavior” -> “Events” -> “Overview”. You can see the total number of events, the event category, action, and label. You can also segment the data by source, medium, and campaign to see how your email campaigns are driving specific actions on your website. By correlating email campaign data with website event data, you can gain a much deeper understanding of the ROI of your email marketing efforts.
Comparison Table: Email Tracking Methods
Tracking Method
Pros
Cons
Use Cases
Pixel Tracking
Simple to implement, provides basic open rate data.
Inaccurate due to image blocking, potential for false positives, privacy concerns.
Basic open rate tracking, initial campaign assessment.
UTM Parameters
Tracks traffic sources, integrates with analytics platforms, allows for detailed segmentation.
Requires manual implementation (unless automated by ESP), can create long and complex URLs.
Requires DNS configuration, may require technical expertise.
Improving brand recognition, enhancing deliverability, building trust with recipients.
Event Tracking
Measures specific user actions on your website, provides deep insights into campaign ROI.
Requires website code changes or GTM implementation, can be complex to set up.
Conversion tracking, goal measurement, understanding user behavior.
Expert Quote: “Email tracking is not just about vanity metrics like open rates; it’s about understanding the entire customer journey from the inbox to conversion. By combining different tracking methods and analyzing the data, you can optimize your email campaigns to drive real business results.” – John Smith, Email Marketing Consultant
By using utm_content, you can track which call to action performs better. In Google Analytics, you’ll see the same source, medium, and campaign, but you can further segment the data by content to see which link generated more traffic and conversions.
Example 3: Dynamic UTM Parameter Generation with Mailchimp (or similar ESP)
Most email service providers (ESPs) like Mailchimp, Sendinblue, or ConvertKit offer built-in UTM parameter generation. You can usually configure these in your campaign settings. This automates the process and ensures consistency across all links in your email.
For instance, in Mailchimp, you can go to the campaign builder, navigate to the “Settings & Tracking” section, and enable “Google Analytics link tracking”. Mailchimp will then automatically append UTM parameters to all links in your email, using a predefined naming convention. You can often customize these parameters within the ESP settings.
Expected Output: When a user clicks on a link with UTM parameters, the full URL (including the parameters) is sent to your website and captured by your analytics tool. In Google Analytics, you can then go to “Acquisition” -> “Campaigns” -> “All Campaigns” to see the performance of each campaign, broken down by source, medium, and content. You can track metrics like sessions, bounce rate, goal completions, and revenue.
Expert Tip: Be consistent with your UTM parameter naming conventions. For example, always use “email” for the utm_medium when tracking email traffic. This makes it easier to analyze your data and avoid confusion. Document your conventions and share them with your team.
Custom Tracking Domains: Branding and Deliverability
When you send emails, the links and images often point to generic tracking domains provided by your email service provider (ESP). While convenient, this can negatively impact your branding and deliverability. Custom tracking domains allow you to use your own domain for tracking links and images, improving brand recognition and potentially boosting your sender reputation. This makes the links look more trustworthy to recipients and can help bypass spam filters.
Benefits of Custom Tracking Domains
Enhanced Branding: Links will appear to come from your own domain (e.g., click.yourdomain.com) instead of the ESP’s generic domain.
Improved Deliverability: Using your own domain builds trust with email providers and reduces the likelihood of being flagged as spam.
Increased Click-Through Rates: More recognizable links can lead to higher click-through rates, as recipients are more likely to trust links from a familiar domain.
Example 1: Setting up a Custom Tracking Domain in Sendinblue
Most ESPs have a similar process. Here’s a general outline for Sendinblue:
Choose a Subdomain: Select a subdomain to use for tracking (e.g., `click.yourdomain.com`, `track.yourdomain.com`).
Create DNS Records: Add the necessary DNS records to your domain’s DNS settings. This usually involves adding a CNAME record pointing your subdomain to Sendinblue’s tracking domain. Sendinblue will provide the specific target hostname for the CNAME record.
Verify the Domain: In your Sendinblue account, navigate to the “Senders & Domains” section and add your new subdomain. Sendinblue will then verify that you’ve correctly configured the DNS records.
Enable Custom Tracking: Once verified, enable the custom tracking domain in your Sendinblue settings.
Specific Instructions (Conceptual):
Log into your DNS provider (e.g., GoDaddy, Cloudflare, Namecheap).
Add a CNAME record:
Name/Host: click
Value/Target: sb.sendinblue.com (This value will be provided by Sendinblue)
TTL: Automatic or Default
Save the DNS record.
In Sendinblue, go to “Senders & Domains” -> “Domains” and add “click.yourdomain.com”.
Click “Save” and then “Authenticate this domain”. Sendinblue will check the DNS records and, if correct, verify the domain.
Example 2: Configuring a Custom Tracking Domain in Mailgun
Mailgun is a popular email delivery service that also offers custom tracking domains.
Add a Domain in Mailgun: Add your domain to your Mailgun account.
Create DNS Records: Mailgun will provide a set of DNS records that you need to add to your domain’s DNS settings. This typically includes MX records, TXT records (for SPF and DKIM), and a CNAME record for tracking.
Verify DNS Records: Once you’ve added the DNS records, Mailgun will verify them.
Configure Tracking Settings: Enable open and click tracking in your Mailgun account. You can then specify which subdomain you want to use for tracking.
Specific Instructions (Conceptual):
Log into your DNS provider.
Add the MX, TXT, and CNAME records provided by Mailgun. For example:
In Mailgun, go to “Sending” -> “Domains” and select your domain.
Click “Check DNS Records Now” to verify the setup.
Example 3: Troubleshooting Common DNS Issues
Sometimes, DNS records can take time to propagate. If your ESP is unable to verify your domain immediately, wait a few hours and try again. You can also use online tools like `dig` or `nslookup` to check if your DNS records are correctly configured.
dig click.yourdomain.com CNAME
This command will query the DNS records for `click.yourdomain.com` and return the CNAME record, if it exists. The output should show that `click.yourdomain.com` points to your ESP’s tracking domain (e.g., `sb.sendinblue.com` or `mailgun.org`). If the output doesn’t show the correct CNAME record, there may be an issue with your DNS configuration or propagation.
Expected Output: After setting up a custom tracking domain, links in your emails will use your own domain (e.g., `click.yourdomain.com/…`). This improves brand recognition and trust, potentially leading to higher click-through rates and better deliverability. Email providers are more likely to trust emails coming from a domain that has been properly authenticated with SPF, DKIM, and a custom tracking domain.
Expert Tip: Regularly monitor your domain’s reputation using tools like Google Postmaster Tools. This provides insights into your sender reputation and helps identify any deliverability issues that may arise. Pay close attention to spam complaints and adjust your email practices accordingly.
Event Tracking: Measuring Conversions and Actions
Event tracking goes beyond simply knowing that a user clicked a link in your email. It allows you to track specific actions that users take on your website after clicking that link, such as making a purchase, filling out a form, or downloading a file. This provides a much deeper understanding of the effectiveness of your email campaigns in driving meaningful conversions.
Implementing Event Tracking with Google Analytics
Google Analytics is a popular platform for event tracking. You can implement event tracking using either Google Tag Manager (GTM) or directly through JavaScript on your website.
Example 1: Event Tracking with Google Tag Manager (GTM)
Set up Google Tag Manager: If you haven’t already, create a Google Tag Manager account and install the GTM code snippet on your website.
Create a New Tag: In GTM, create a new tag with the type “Google Analytics: Universal Analytics” (or “Google Analytics: GA4 Event” for GA4).
Configure the Tag:
Track Type: Event
Category: Email Campaign (or a more specific category like “Product Launch”)
Action: Purchase (or any other event you want to track)
Label: {{Page Path}} (This will track the URL of the page where the event occurred)
Value: {{Transaction Total}} (If you’re tracking purchases, you can track the transaction value)
Google Analytics Settings: Select your Google Analytics settings variable.
Create a Trigger: Create a trigger that fires the tag when the desired event occurs. This could be a page view trigger (e.g., when a user visits a “Thank You” page after making a purchase) or a custom event trigger.
Publish the Container: Publish your GTM container to make the changes live on your website.
Example 2: Event Tracking with JavaScript
You can also implement event tracking directly using JavaScript on your website. This requires adding code to the pages where you want to track events.
<script>
// Track a purchase event
function trackPurchase(transactionTotal) {
gtag('event', 'purchase', {
'event_category': 'Email Campaign',
'event_label': window.location.pathname,
'value': transactionTotal
});
}
// Call the trackPurchase function when a purchase is completed
// For example, on a "Thank You" page:
if (window.location.pathname === '/thank-you') {
trackPurchase(100); // Replace 100 with the actual transaction total
}
</script>
In this example:
The `trackPurchase` function sends an event to Google Analytics with the category “Email Campaign”, the action “purchase”, the label being the page path, and a value representing the transaction total.
The function is called on the “Thank You” page, which is typically displayed after a user completes a purchase.
Make sure to replace `100` with the actual transaction total. This often involves retrieving the order total from your e-commerce platform’s data layer.
Example 3: Tracking Form Submissions
You can track form submissions using a similar approach. In GTM, you can create a trigger that fires when a form is submitted. In JavaScript, you can attach an event listener to the form’s submit event.
<script>
// Track a form submission event
function trackFormSubmission() {
gtag('event', 'form_submission', {
'event_category': 'Email Campaign',
'event_label': 'Contact Form',
'non_interaction': true // Set to true if you don't want the event to affect bounce rate
});
}
// Attach an event listener to the form's submit event
const form = document.getElementById('contact-form');
if (form) {
form.addEventListener('submit', trackFormSubmission);
}
</script>
In this example:
The `trackFormSubmission` function sends an event to Google Analytics with the category “Email Campaign” and the action “form_submission”.
An event listener is attached to the form with the ID “contact-form”. When the form is submitted, the `trackFormSubmission` function is called.
The `non_interaction` parameter is set to `true` to prevent the event from affecting your bounce rate. Form submissions are often considered non-interactive events.
Expected Output: After implementing event tracking, you can view the event data in Google Analytics under “Behavior” -> “Events” -> “Overview”. You can see the total number of events, the event category, action, and label. You can also segment the data by source, medium, and campaign to see how your email campaigns are driving specific actions on your website. By correlating email campaign data with website event data, you can gain a much deeper understanding of the ROI of your email marketing efforts.
Comparison Table: Email Tracking Methods
Tracking Method
Pros
Cons
Use Cases
Pixel Tracking
Simple to implement, provides basic open rate data.
Inaccurate due to image blocking, potential for false positives, privacy concerns.
Basic open rate tracking, initial campaign assessment.
UTM Parameters
Tracks traffic sources, integrates with analytics platforms, allows for detailed segmentation.
Requires manual implementation (unless automated by ESP), can create long and complex URLs.
Requires DNS configuration, may require technical expertise.
Improving brand recognition, enhancing deliverability, building trust with recipients.
Event Tracking
Measures specific user actions on your website, provides deep insights into campaign ROI.
Requires website code changes or GTM implementation, can be complex to set up.
Conversion tracking, goal measurement, understanding user behavior.
Expert Quote: “Email tracking is not just about vanity metrics like open rates; it’s about understanding the entire customer journey from the inbox to conversion. By combining different tracking methods and analyzing the data, you can optimize your email campaigns to drive real business results.” – John Smith, Email Marketing Consultant
Campaign Email Tracking Examples: A Practical Guide
Email marketing campaigns are only effective if you can accurately measure their performance. Tracking email metrics like open rates, click-through rates, and conversions provides valuable insights into what resonates with your audience and what needs improvement. This article delves into practical examples of campaign email tracking, covering everything from basic pixel tracking to advanced custom parameter implementation, providing you with the knowledge to optimize your email strategy for maximum impact.
Pixel tracking is the most fundamental method for tracking email opens. It involves embedding a tiny, transparent image (usually a 1×1 pixel GIF or PNG) within the email’s HTML. When a recipient opens the email, their email client attempts to download the image from your server, triggering a request that your server logs. This log entry indicates that the email has been opened.
Implementing a Tracking Pixel
The process is straightforward, but requires some understanding of HTML. You’ll need a server that can log image requests and a mechanism to associate those requests with specific emails and campaigns.
Example 1: Simple Pixel Implementation
https://yourdomain.com/track/email_open.gif is the URL of your tracking pixel image. This needs to be served by your server.
campaign=summer2024 is a query parameter identifying the specific campaign.
email=user@example.com is a query parameter identifying the recipient’s email address. This allows you to track opens on a per-user basis.
Your server-side script (e.g., PHP, Python, Node.js) would then log the request, extracting the campaign and email parameters to store in a database.
Example 2: Dynamic Pixel Generation with PHP
<?php
$campaign_id = $_GET['campaign'];
$email_address = $_GET['email'];
// Log the open event to the database
$db = new PDO('mysql:host=localhost;dbname=email_tracking', 'user', 'password');
$stmt = $db->prepare("INSERT INTO email_opens (campaign_id, email_address, opened_at) VALUES (?, ?, NOW())");
$stmt->execute([$campaign_id, $email_address]);
// Serve the pixel image
header('Content-Type: image/gif');
readfile('pixel.gif'); // Assuming you have a 1x1 pixel.gif file
?>
This PHP script dynamically generates the tracking pixel. It retrieves the campaign and email parameters from the URL, logs the open event to a MySQL database, and then serves the pixel image. Make sure you have a `pixel.gif` file in the same directory as your script, and adjust the database credentials accordingly. Also, ensure you are properly sanitizing and validating the input parameters to prevent security vulnerabilities.
Expected Output: When a user opens the email, the browser will attempt to load the image from `https://yourdomain.com/track/open.php?campaign=summer2024&email=user@example.com`. This will execute the PHP script, log the event to your database, and serve the pixel. You won’t see anything visually in the email, as the pixel is transparent and very small. You can then query your database to retrieve the open rates for each campaign and email address.
Limitations of Pixel Tracking
It’s important to note that pixel tracking has limitations:
Accuracy: Not all email clients download images by default. Many users have image loading disabled, so you won’t track their opens.
False Positives: Some email clients or security software may pre-fetch images, resulting in false positives (opens that didn’t actually happen).
Privacy Concerns: Some users may be uncomfortable with email tracking. Transparency and providing an opt-out mechanism are crucial.
Despite these limitations, pixel tracking provides a valuable baseline for understanding email engagement. Combining it with other tracking methods can provide a more comprehensive picture.
Expert Tip: Implement a fallback mechanism. If a user doesn’t load images, consider offering a link in the email to a web page with the same content. Tracking visits to that page can provide an alternative measure of engagement. You can also provide a prominent “View in Browser” link that leads to an online version of the email, which allows for more reliable tracking since you control the entire page rendering.
UTM Parameters: Tracking Traffic Sources
UTM (Urchin Tracking Module) parameters are tags that you add to the end of a URL to track the source, medium, and campaign that brought visitors to your website. These parameters are read by analytics tools like Google Analytics, allowing you to attribute website traffic and conversions to specific email campaigns. This goes beyond simply knowing an email was opened; it tells you what users did *after* opening the email.
Understanding UTM Parameters
There are five main UTM parameters:
utm_source: Identifies the source of the traffic (e.g., newsletter, email, facebook). This is a required parameter.
utm_medium: Identifies the medium used (e.g., email, cpc, social). This is also a required parameter.
utm_campaign: Identifies the specific campaign (e.g., summer_sale, product_launch). This is also a required parameter.
utm_term: Used for paid search to identify the keywords you’re bidding on. Less relevant for email campaigns unless you’re driving traffic to a landing page that also promotes your paid search.
utm_content: Used to differentiate ads or links that point to the same URL (e.g., different banner ads, different links within the same email). Useful for A/B testing or tracking which link within an email is performing best.
The URL `https://yourdomain.com/product-page?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale` is opened in their browser.
Google Analytics (or your analytics platform) captures the UTM parameters.
You can then see in your analytics reports that traffic from the “newsletter” source, using the “email” medium, for the “summer_sale” campaign visited the product page.
Example 2: Using utm_content for A/B Testing
Let’s say you want to A/B test two different calls to action in your email: “Shop Now” and “Learn More”.
By using utm_content, you can track which call to action performs better. In Google Analytics, you’ll see the same source, medium, and campaign, but you can further segment the data by content to see which link generated more traffic and conversions.
Example 3: Dynamic UTM Parameter Generation with Mailchimp (or similar ESP)
Most email service providers (ESPs) like Mailchimp, Sendinblue, or ConvertKit offer built-in UTM parameter generation. You can usually configure these in your campaign settings. This automates the process and ensures consistency across all links in your email.
For instance, in Mailchimp, you can go to the campaign builder, navigate to the “Settings & Tracking” section, and enable “Google Analytics link tracking”. Mailchimp will then automatically append UTM parameters to all links in your email, using a predefined naming convention. You can often customize these parameters within the ESP settings.
Expected Output: When a user clicks on a link with UTM parameters, the full URL (including the parameters) is sent to your website and captured by your analytics tool. In Google Analytics, you can then go to “Acquisition” -> “Campaigns” -> “All Campaigns” to see the performance of each campaign, broken down by source, medium, and content. You can track metrics like sessions, bounce rate, goal completions, and revenue.
Expert Tip: Be consistent with your UTM parameter naming conventions. For example, always use “email” for the utm_medium when tracking email traffic. This makes it easier to analyze your data and avoid confusion. Document your conventions and share them with your team.
Custom Tracking Domains: Branding and Deliverability
When you send emails, the links and images often point to generic tracking domains provided by your email service provider (ESP). While convenient, this can negatively impact your branding and deliverability. Custom tracking domains allow you to use your own domain for tracking links and images, improving brand recognition and potentially boosting your sender reputation. This makes the links look more trustworthy to recipients and can help bypass spam filters.
Benefits of Custom Tracking Domains
Enhanced Branding: Links will appear to come from your own domain (e.g., click.yourdomain.com) instead of the ESP’s generic domain.
Improved Deliverability: Using your own domain builds trust with email providers and reduces the likelihood of being flagged as spam.
Increased Click-Through Rates: More recognizable links can lead to higher click-through rates, as recipients are more likely to trust links from a familiar domain.
Example 1: Setting up a Custom Tracking Domain in Sendinblue
Most ESPs have a similar process. Here’s a general outline for Sendinblue:
Choose a Subdomain: Select a subdomain to use for tracking (e.g., `click.yourdomain.com`, `track.yourdomain.com`).
Create DNS Records: Add the necessary DNS records to your domain’s DNS settings. This usually involves adding a CNAME record pointing your subdomain to Sendinblue’s tracking domain. Sendinblue will provide the specific target hostname for the CNAME record.
Verify the Domain: In your Sendinblue account, navigate to the “Senders & Domains” section and add your new subdomain. Sendinblue will then verify that you’ve correctly configured the DNS records.
Enable Custom Tracking: Once verified, enable the custom tracking domain in your Sendinblue settings.
Specific Instructions (Conceptual):
Log into your DNS provider (e.g., GoDaddy, Cloudflare, Namecheap).
Add a CNAME record:
Name/Host: click
Value/Target: sb.sendinblue.com (This value will be provided by Sendinblue)
TTL: Automatic or Default
Save the DNS record.
In Sendinblue, go to “Senders & Domains” -> “Domains” and add “click.yourdomain.com”.
Click “Save” and then “Authenticate this domain”. Sendinblue will check the DNS records and, if correct, verify the domain.
Example 2: Configuring a Custom Tracking Domain in Mailgun
Mailgun is a popular email delivery service that also offers custom tracking domains.
Add a Domain in Mailgun: Add your domain to your Mailgun account.
Create DNS Records: Mailgun will provide a set of DNS records that you need to add to your domain’s DNS settings. This typically includes MX records, TXT records (for SPF and DKIM), and a CNAME record for tracking.
Verify DNS Records: Once you’ve added the DNS records, Mailgun will verify them.
Configure Tracking Settings: Enable open and click tracking in your Mailgun account. You can then specify which subdomain you want to use for tracking.
Specific Instructions (Conceptual):
Log into your DNS provider.
Add the MX, TXT, and CNAME records provided by Mailgun. For example:
In Mailgun, go to “Sending” -> “Domains” and select your domain.
Click “Check DNS Records Now” to verify the setup.
Example 3: Troubleshooting Common DNS Issues
Sometimes, DNS records can take time to propagate. If your ESP is unable to verify your domain immediately, wait a few hours and try again. You can also use online tools like `dig` or `nslookup` to check if your DNS records are correctly configured.
dig click.yourdomain.com CNAME
This command will query the DNS records for `click.yourdomain.com` and return the CNAME record, if it exists. The output should show that `click.yourdomain.com` points to your ESP’s tracking domain (e.g., `sb.sendinblue.com` or `mailgun.org`). If the output doesn’t show the correct CNAME record, there may be an issue with your DNS configuration or propagation.
Expected Output: After setting up a custom tracking domain, links in your emails will use your own domain (e.g., `click.yourdomain.com/…`). This improves brand recognition and trust, potentially leading to higher click-through rates and better deliverability. Email providers are more likely to trust emails coming from a domain that has been properly authenticated with SPF, DKIM, and a custom tracking domain.
Expert Tip: Regularly monitor your domain’s reputation using tools like Google Postmaster Tools. This provides insights into your sender reputation and helps identify any deliverability issues that may arise. Pay close attention to spam complaints and adjust your email practices accordingly.
Event Tracking: Measuring Conversions and Actions
Event tracking goes beyond simply knowing that a user clicked a link in your email. It allows you to track specific actions that users take on your website after clicking that link, such as making a purchase, filling out a form, or downloading a file. This provides a much deeper understanding of the effectiveness of your email campaigns in driving meaningful conversions.
Implementing Event Tracking with Google Analytics
Google Analytics is a popular platform for event tracking. You can implement event tracking using either Google Tag Manager (GTM) or directly through JavaScript on your website.
Example 1: Event Tracking with Google Tag Manager (GTM)
Set up Google Tag Manager: If you haven’t already, create a Google Tag Manager account and install the GTM code snippet on your website.
Create a New Tag: In GTM, create a new tag with the type “Google Analytics: Universal Analytics” (or “Google Analytics: GA4 Event” for GA4).
Configure the Tag:
Track Type: Event
Category: Email Campaign (or a more specific category like “Product Launch”)
Action: Purchase (or any other event you want to track)
Label: {{Page Path}} (This will track the URL of the page where the event occurred)
Value: {{Transaction Total}} (If you’re tracking purchases, you can track the transaction value)
Google Analytics Settings: Select your Google Analytics settings variable.
Create a Trigger: Create a trigger that fires the tag when the desired event occurs. This could be a page view trigger (e.g., when a user visits a “Thank You” page after making a purchase) or a custom event trigger.
Publish the Container: Publish your GTM container to make the changes live on your website.
Example 2: Event Tracking with JavaScript
You can also implement event tracking directly using JavaScript on your website. This requires adding code to the pages where you want to track events.
<script>
// Track a purchase event
function trackPurchase(transactionTotal) {
gtag('event', 'purchase', {
'event_category': 'Email Campaign',
'event_label': window.location.pathname,
'value': transactionTotal
});
}
// Call the trackPurchase function when a purchase is completed
// For example, on a "Thank You" page:
if (window.location.pathname === '/thank-you') {
trackPurchase(100); // Replace 100 with the actual transaction total
}
</script>
In this example:
The `trackPurchase` function sends an event to Google Analytics with the category “Email Campaign”, the action “purchase”, the label being the page path, and a value representing the transaction total.
The function is called on the “Thank You” page, which is typically displayed after a user completes a purchase.
Make sure to replace `100` with the actual transaction total. This often involves retrieving the order total from your e-commerce platform’s data layer.
Example 3: Tracking Form Submissions
You can track form submissions using a similar approach. In GTM, you can create a trigger that fires when a form is submitted. In JavaScript, you can attach an event listener to the form’s submit event.
<script>
// Track a form submission event
function trackFormSubmission() {
gtag('event', 'form_submission', {
'event_category': 'Email Campaign',
'event_label': 'Contact Form',
'non_interaction': true // Set to true if you don't want the event to affect bounce rate
});
}
// Attach an event listener to the form's submit event
const form = document.getElementById('contact-form');
if (form) {
form.addEventListener('submit', trackFormSubmission);
}
</script>
In this example:
The `trackFormSubmission` function sends an event to Google Analytics with the category “Email Campaign” and the action “form_submission”.
An event listener is attached to the form with the ID “contact-form”. When the form is submitted, the `trackFormSubmission` function is called.
The `non_interaction` parameter is set to `true` to prevent the event from affecting your bounce rate. Form submissions are often considered non-interactive events.
Expected Output: After implementing event tracking, you can view the event data in Google Analytics under “Behavior” -> “Events” -> “Overview”. You can see the total number of events, the event category, action, and label. You can also segment the data by source, medium, and campaign to see how your email campaigns are driving specific actions on your website. By correlating email campaign data with website event data, you can gain a much deeper understanding of the ROI of your email marketing efforts.
Comparison Table: Email Tracking Methods
Tracking Method
Pros
Cons
Use Cases
Pixel Tracking
Simple to implement, provides basic open rate data.
Inaccurate due to image blocking, potential for false positives, privacy concerns.
Basic open rate tracking, initial campaign assessment.
UTM Parameters
Tracks traffic sources, integrates with analytics platforms, allows for detailed segmentation.
Requires manual implementation (unless automated by ESP), can create long and complex URLs.
Requires DNS configuration, may require technical expertise.
Improving brand recognition, enhancing deliverability, building trust with recipients.
Event Tracking
Measures specific user actions on your website, provides deep insights into campaign ROI.
Requires website code changes or GTM implementation, can be complex to set up.
Conversion tracking, goal measurement, understanding user behavior.
Expert Quote: “Email tracking is not just about vanity metrics like open rates; it’s about understanding the entire customer journey from the inbox to conversion. By combining different tracking methods and analyzing the data, you can optimize your email campaigns to drive real business results.” – John Smith, Email Marketing Consultant
