Google Analytics: how does link tracking work and reviewing your data

One of the greatest "free" tools available to everyone using digital marketing is Google Analytics. WordFly dynamically tags every link in your email so you can measure conversions directly from an email campaign to activity on your website.


Simply put, WordFly appends tags to your links and sends this information back to your website's Google Analytics account. If you haven't already set up Google Analytics for your account, learn more by reviewing this post.


Topics covered in this article:

What WordFly appends to your links for Google Analytics tracking

Reviewing email campaign analytics in your GA account

What should you do if Google Analytics doesn't seem to be working for my emails?

Learn more about GA tracking in your emails



What WordFly appends to your links for Google Analytics tracking


When the "Use Google Analytics tracking" option is ticked for your campaign, WordFly appends the following default data to your links:


utm_source Campaign Source. This will be "wordfly"
utm_medium Campaign Medium. This will be "email"
utm_campaign Campaign Name. The WordFly campaign name will be used for this
utm_content Campaign Content (utm_content): This will be used to differentiate between "version_A" and "version_B"*


*Your Campaign Content (utm_content) can be customized by adding names for all your links. WordFly will send the link name clicked. Learn more about setting this up in this post.


After your campaign is sent, log in to your Google Analytics account to see how the appended data is translated.


Here's what this looks like by default:

Source wordfly
Medium email
Name campaign name
Content VersionA, VersionB (if A/B testing)




Reviewing email campaign analytics in your GA account


This is a general guideline for reviewing your email campaign data in your website GA account. For expert guidance there are many great guides on Google’s analytics site or consult a GA strategist for help.


1. Login to your GA account

Browse to and select ‘Access Analytics’ in the upper right corner.




2. Select the main website profile for your organization.





3. Select Acquisition > Campaigns from the left nav.




4. Review your analytic data!


Under "Explorer" next to “Primary Dimension” you can filter by Campaign Name, Source, Medium or Source/Medium.


Take note of all the parameters WordFly sends back to your GA account to better understand your results.




AB Campaigns will have a ‘utm_content’ variation for A versus B ("utm_content=version_A" or "utm_content=version_B”). You can see utm_content results in your GA account under the Other drop-down by selecting the Acquisition > Ad Content report.




Use the “Explorer” view to review revenue collected via the email Campaign. Select the ‘Ecommerce’ in this section to see how much revenue was generated from a specific Campaign.






What should you do if Google Analytics doesn't seem to be working for your emails?


If there seems to be something wrong with your Google Analytics tracking, there are a few things to check.


1. Is Google Analytics turned on in the Campaign?

To double-check, open the Campaign you just sent. You'll be on the Summary page. Scroll down to the Settings section. If Google Analytics was enabled, you'll see "Use Google Analytics tracking for my links." If you aren't seeing this, then the option was not checked on the Settings tab during the Campaign set up.



2. Does your website code allow the Google Analytics variables in links?


Your website pages need to allow outside parameters in order to accept the links that contain Google Analytics tracking (utm_source=, utm_campaign=, utm_medium=). If links from your email are redirecting to your site and resulting in "page not found" or some other type of error, then it is likely that your website pages are not accepting outside parameters.


3. Is there a space after the URL in your campaign or a special character?


Google Analytics isn't able to track the link and actions if there is a space or special character after the Campaign name in your url's. Make sure to test your links before sending out your campaign.




Learn more about GA tracking in your emails






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