Integration with Google Analytics

With CodeTwo Email Signatures 365, you can insert links containing UTM parameters into your email signatures to track and analyze the performance of your email signature campaigns in Google Analytics.

UTM parameters are dedicated URL tags that allow you to collect detailed data about your email signature marketing campaigns. There are multiple Google Analytics UTM parameters that you can add to links used in your email signatures, including:

• utm_campaign (required) – used to identify a specific product promotion or campaign. Example: spring_sale
• utm_source (optional) – used to identify the source of traffic, e.g., a search engine, email signature, newsletter name, or other sources. Example: footer
• utm_medium (optional) – used to identify a marketing medium, such as email or cost-per-click. Example: email
• utm_content (optional) – used for A/B testing of ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: logolink or textlink
• utm_term (optional) – used mostly for paid search to note the keywords for this ad. Example: running+shoes

Read more about the UTM parameters used by Google Analytics in Google’s documentation.

How to tag links in email signatures with Google Analytics tracking parameters

1. In the Signatures app, edit a signature rule (or create a new one), go to the Design step, and click Edit signature to open the template editor (Fig. 1.).

Fig. 1. Opening the signature template editor.

2. Insert a link using the Link button on the ribbon (Fig. 2.). You can also add links to text or other elements (such as banners and other images) inside your signature by selecting the element and then clicking the Link button. If you want to edit an existing link, right-click it and select Edit link from the context menu.

Fig. 2. Inserting a link into a signature template.

3. In the Insert link (or Edit link) window that opens, configure link details and click Show email tracking parameters to display more options (Fig. 3.).

Fig. 3. Showing email tracking parameters in the link editing window.

4. In the Tracking tool field, Google Analytics is selected by default. Fill in all other necessary fields with appropriate Google Analytics tracking parameters (Fig. 4.). Typically, campaign name, source, and medium (email) are enough to track results in Google Analytics. The URL address field is updated automatically as you provide the necessary parameters.

Fig. 4. Tagging a link with UTM parameters.

5. Click OK. This will insert the tagged URL into your signature.

View the results of your campaigns in Google Analytics

If you tag your links properly, after some time you will be able to see the results of the email signature marketing campaign in Google Analytics reports.

As you can see in the sample report shown below (Fig. 5.), you can track various statistics, e.g., the number of visits, number and value of goal completions, e-commerce transactions, etc. You can also compare the results for different campaign banners to find out what works best.

Fig. 5. Google Analytics report sample.

Google Analytics lets you analyze results of your campaigns in many ways by using both standard and custom reports. You should always focus your analysis on the goals and objectives of your campaign. Learn more at Google Analytics Academy.