If you have a Google Analytics account, add Google Analytics tracking to your Mailchimp marketing emails to pass Google data back to your Mailchimp email reports. Set up conversion tracking in Google Analytics to track contacts based on clicks and purchases on your website.
We can also store your Google Analytics ID to track visits to your campaign pages and hosted campaign archive, so you can see traffic to these pages in your Google Analytics account.
In this article, you’ll learn how to add Google Analytics tracking to your emails, customer journeys, A/B tests, campaign archives, and audience pages.
Before you start
Here are some things to know before you begin this process.
- This article is about how to add Google Analytics to marketing emails that you send to your audience. To learn how to use Google Analytics on a landing page or website, check out Use Google Analytics on Landing Pages and Websites.
- You need an Admin user level or higher to connect this integration.
- You must have a Google Analytics account to complete this process. To sign up, visit analytics.google.com. If you already have a Google Analytics account, be sure that you've upgraded to Google Analytics 4. For more information, visit Make the switch to Google Analytics 4.
- When you add Google Analytics tracking to a marketing email, we supply a default title for that email. This title will appear in your Google Analytics account and your tracking URLs. If you choose to edit the default title, make sure you don't include any special characters. These can break your URLs.
- Google Analytics won't track redirects that don't contain embedded Google Analytics code. To ensure proper tracking, use direct links to pages where Google Analytics code is embedded.
- We strongly recommend you thoroughly test marketing emails that use Google Analytics tracking to ensure your links function properly.
- To track only the HTML version of your marketing email, and not the plain-text version, you can create a custom tracking code using Google's resources and add it to the HTML of your email. If you set up tracking this way, you won't be able to see the Google Analytics statistics in Mailchimp.
- Google offers several free, online courses designed to help you increase your analytics knowledge. For more information on how to set up Google Analytics tracking manually, take a look at Google's help pages for URL building and tagging your links.
Connect Mailchimp with your Google account
You'll need to authorize a connection between Mailchimp and a Google Analytics account before you add Google tracking to your marketing emails.
To connect your Mailchimp account with a Google account, follow these steps.
- Click Integrations.
- Click Google Analytics.
- Click Connect. If you're not already logged into your Google account, you'll be asked to log in.
- Click Allow to grant Mailchimp access to your Google account.
You'll return to your Mailchimp account and a success message will appear. Now you're ready to add Google Analytics tracking to your regular marketing email
Add tracking to your regular marketing email
To add Google Analytics tracking to a regular marketing email in Mailchimp, follow these steps.
- Create a regular email.
- In the Settings & Tracking section of the email builder, check the box next to Google Analytics link tracking.
- Click Save.
When you check the box to enable tracking, we'll show the email title as it will appear in your Google Analytics account after the email is sent. The Google Analytics title combines the Mailchimp marketing email title with the date to make it easy to search for in your Analytics dashboard.
Add tracking to your customer journey emails
To add Google Analytics tracking to all of your customer journey emails in Mailchimp, follow these steps.
- Create a customer journey.
- Click Edit Settings.
- Check the box next to Google Analytics link tracking.
To edit the Google Analytics UTM parameters for an individual email in the journey, follow these steps.
- Click the three vertical dots for the email action you want to work with, then click Modify UTM Parameters.
- Click the drop-down menu next to the UTM parameters you want to work with and edit each parameter. Make sure no field is left blank.
- Click Save.
To default back to the original UTM parameters, click Reset Defaults.
Add tracking to your A/B test
To add Google Analytics tracking to your A/B test in Mailchimp, follow these steps.
- Create an A/B test.
- Navigate to the Setup step.
- Under Tracking, click the Google Analytics link tracking box.
When you check the box to enable tracking, we'll show the campaign title as it will appear in your Google Analytics account after the A/B test is sent. The Google Analytics campaign title combines the Mailchimp A/B test title with the date and the Campaign ID.
Find the unique web ID for each version of an email
For A/B tests that test content, each combination of the test will have a different web ID. Before you send your A/B test, make a note of these unique IDs so you'll know which Google Analytics title goes with which combination of your email.
To find each combination's unique web ID, follow these steps.
- Create each email variation of your A/B test.
- On the Design step in the content builder, click the Preview and Test drop-down menu, and choose Enter Preview Mode.
- Find the unsubscribe link in your email, right click, and copy the link address. You'll typically find the unsubscribe link in the footer.
- Paste the link into a text file, so you can view the entire link, and find the value that follows c= at the end of the link address. Write down this value and the combination title or description it goes with so you can reference it when you view your data in Google Analytics later.
View Google Analytics data in Mailchimp
Statistics for marketing emails and customer journeys with Google Analytics enabled can be viewed in both your Google Analytics account and in the Analytics360 section of the Mailchimp email report.
View data for marketing emails
To view the Analytics360 report for a marketing email, follow these steps.
- Click Campaigns.
- Click Reports.
- Click the View report button for the marketing email you want to work with.
- Click the Analytics360 heading at the top of the report to view Google Analytics360 statistics.
View data for customer journeys
To view the Analytics360 report for a customer journey, follow these steps.
- Click Automations, then click Overview.
- Click View Report for the customer journey you want to work with.
- Click View Report next to the individual email report you want to view.
- Click Analytics360.
The statistics in the Analytics360 section of the email report relates to visitors who entered your website through a link in the email you sent. If the statistics in your Google Analytics account don't match the ones in Mailchimp, we're likely still waiting for Google to finish pushing analytics data to your Mailchimp account.
The following are definitions of the terminology used in the Analytics360 report. For more information, check out Google's support documentation.
- Campaign ROI
Campaign ROI is a percentage based on the cost of the email versus the revenue created by the email.
- Campaign cost
This is the only value we calculate within Mailchimp. Campaign cost takes into account the price of your Mailchimp plan, the number of subscribed contacts you have in your account, and how often you send to your audiences. All of these variables are entered into a formula that returns your estimated email cost
- Conversion rate
A conversion is when a visitor completes a goal you've set on your website. The conversion rate is the percentage of site visitors who completed one of the site goals.
- Per visit goal value
This value is calculated by adding up all the values for each completed goal, then dividing the total by the number of times your site was visited through links in an email.
We'll list goals you've set for your site and show how many times each have been completed by site visitors.
- Revenue created
Total dollar value of revenue generated by email readers clicking a link in the email to visit your site and then completing a purchase.
Number of completed e-commerce transactions. A transaction is a successful purchase.
- Ecomm conversion rate
An e-commerce conversion happens whenever a site visitor makes a purchase. The ecomm conversion rate is the percentage of site visitors who made a purchase.
- Per visit value
The average value of a visit to your site based on e-commerce revenue. Divide revenue by visits to get the per visit value.
- Average value
Revenue created divided by the number of e-commerce transactions.
- Bounce rate
A bounce is when someone visits your website then exits the site without visiting a second page. Your bounce rate is the percentage of website visitors who didn't view a second page.
Number of visits to your website referred through this email.
- New visits
Number of visitors who haven't visited your website previously.
- Avg. time on site
Average amount of time a visitor stayed on your website.
Average number of pages viewed by each visitor to your website.
Add tracking to email campaign archives and pages
To add Google Analytics tracking to your email campaign archives and pages, follow these steps.
- Click Audience, then click Audience dashboard.
- If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
- Click the Manage Audience drop-down and choose Settings.
- Click Google Analytics on archive/audience pages.
- Enter your Google Analytics tracking ID and click Save.
All set! A summary of this traffic can be found in your Google Analytics reporting under Traffic Sources.
Consider these possibilities if you see behavior you don't expect.
- Do e-commerce and Analytics360 data figures not match on your email report? Due to the differences in Google Analytics and Mailchimp tracking, it's normal for Analytics360 and e-commerce revenue figures to vary. For example, Google Analytics makes it optional to include taxes with purchase amounts, and tracks conversions with sessions that end after a period of inactivity. In contrast, Mailchimp doesn't include taxes with purchase amounts in email reports, and continues tracking indefinitely, on a per-contact basis.
- Was your Google Analytics account set up after the marketing email went out?
Google Analytics can't work retroactively. The Google Analytics account has to be set up and configured before the tracked email is sent.
- Have you given the reports enough time to populate?
It can take up to 36 hours from sending an email to see analytics results in the Mailchimp email report. Mailchimp pulls Google Analytics data each day at 08:15 UTC (04:15 EST) and takes approximately 24 hours to run. If a marketing email was sent close to 08:15 UTC, Google may not have had enough time to populate those results before Mailchimp pulled analytics data, so it could take until the next time data is sent for the data to populate.
- Is this a new Google Analytics account?
We've seen with new accounts that it can take a few days to actually have data start populating in the Mailchimp account. This delay can be made worse if the account is set up close to the weekend because sometimes data aggregation slows and gets pulled in on Monday.
- Is Google Analytics turned on in the settings?
To double check, replicate the email, and look at the tracking options you selected.
- Have you tested the Google Analytics URL parameters?
Google's URL builder lets you manually add custom analytics parameters to a website URL. Copy and paste the URL you created into your web browser's address bar, then press enter. If everything is set up correctly in Google Analytics, a record of this visit should appear in your Google Analytics account.
- Does your website code allow the following external variables?
For the sake of page security, a link is designed to fail if a query value outside of what is expected is fed into a page. This can break your links and disable the tracking if these are not accepted by your website.
- Did you set a link to a file instead of a page on your website?
- Is there a space after the URL in your email?
Google Analytics won't work if there is a space after the URL in the email.
- Is there more than one type of Google Analytics tracking on your links?
If you combine Mailchimp's Google Analytics tracking with custom UTM tracking, this could skew results in reports. We recommend choosing only one type of Google Analytics tracking.