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Watch the Video Tutorial:
How to Track Email Campaign Clicks Traffic in Google Analytics
➡️ Pre-requisites:
⚙️ Create and apply UTM Tags to ALL your outbound Email Marketing links
⚒️ You can use this tool: https://www.xyzlab.com/utm-builder-tool
Ideal UTM Tagging:
📝 UTM Source = [insert marketing initiative, for example "newsletter"]
📝 UTM Medium = email
📝 UTM Campaign = [insert campaign name]
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You can check your Email Marketing Campaign Traffic as follows ⬇️
➡️ Navigate to your Traffic Acquisition report in Google Analytics
➡️ You can check "Email" (under Default channel group)
➡️ You can also check your Session source/medium and Session campaign reports (look for all entries relevant to your Email marketing)
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Frequently Asked Questions on How to Track Email Campaign Clicks Traffic in Google Analytics
How do I track email campaign clicks in Google Analytics 4?
You track them by adding UTM parameters to every link inside your email. GA4 will then recognise each click as Email traffic instead of Direct.
Which UTMs should I use for email campaigns?
Use source=email, medium=email, and a unique campaign name for each send. This allows GA4 to separate newsletters, promos, and automation flows.
Why do some email clicks show up as Direct in GA4?
If a link has no UTMs, GA4 doesn’t know it came from your email tool. Tagging every link fixes this instantly.
How do I compare different email campaigns in GA4?
Use Campaign as your dimension inside the Traffic Acquisition report. Each tagged email send will appear separately so you can compare engagement and results.
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