Track email clicks with Google Analytics.

Ever wondered what happens after someone clicks a link in your newsletter?

While Minutemailer provides basic click statistics, you can gain much deeper insights by connecting your email campaigns to Google Analytics.

This powerful combination lets you see exactly what subscribers do on your website after clicking your email links.

Why track email clicks with Google Analytics?

Minutemailer already shows you how many people opened your email and clicked your links. So why bother with Google Analytics tracking? Here's what you gain:

• The complete customer journey: See what pages people visit after clicking your email link, how long they stay, and whether they complete important actions like purchases or sign-ups.
• Compare with other channels: Understand how your email traffic performs compared to social media, paid ads, or organic search.
• ROI measurement: Calculate the actual value your email campaigns generate by tracking conversions and sales directly attributed to email clicks.
• Audience insights: Learn more about the people who engage with your emails—their devices, locations, and behaviors.

Understanding UTM parameters.

UTM parameters are simply tags you add to the end of your website links. They don't change where the link goes, but they tell Google Analytics important information about where the click came from.

The five UTM parameters explained.

Each UTM parameter answers a specific question about your traffic:

1. utm_source: Where is the link being placed? (Example: minutemailer, newsletter)
2. utm_medium: What type of marketing medium delivered the link? (Example: email)
3. utm_campaign: Which specific marketing campaign does this belong to? (Example: spring_sale_2025)
4. utm_content: What specific element was clicked? (Example: hero_button, footer_link)
5. utm_term: What keywords are associated with this link? (Typically used for paid search campaigns)

For email tracking with Minutemailer, you'll primarily use the first four parameters.

How to create UTM links for your email campaigns.

Creating UTM links is straightforward with Google's free Campaign URL Builder. Let's walk through the process:

Step 1: Access the campaign URL builder.

Go to Google's Campaign URL Builder tool

Step 2: Enter your website URL.

In the "Website URL" field, paste the destination link where you want to send your subscribers.

Step 3: Fill in the UTM parameters.

For Minutemailer email campaigns, here's how to fill in each field:

• Campaign Source: Enter "minutemailer" or "newsletter" (This identifies where the link is placed)
• Campaign Medium: Enter "email" (This identifies the marketing method)
• Campaign Name: Enter your specific campaign name (Example: "spring_newsletter_2025" or "product_launch")
• Campaign Content: Describe what element contains this link (Example: "main_cta," "product_image," or "learn_more_link")

Step 4: Generate and copy your UTM link.

Click the "Generate URL" button, and the tool will create your UTM-tagged URL. Copy this full URL—you'll paste it into Minutemailer when creating your email.

Adding UTM Links in Minutemailer.

Now that you've created your UTM links, here's how to add them to your Minutemailer campaigns:

Step 1: Create or edit your email in Minutemailer.

Log in to your Minutemailer account and either create a new email or edit an existing draft.

Step 2: Insert a link button or text link.

When adding a link to text or a button in Minutemailer:

1. Highlight the text or select the button you want to link
2. Click the link icon in the editor toolbar
3. Instead of pasting a regular URL, paste your UTM-tagged URL from the Campaign URL Builder
4. Save your changes

Step 3: Test your links before sending.

Always send a test email to yourself and click each link to ensure they work correctly and lead to the proper destinations.

Step 4: Send your campaign.

Once you've verified all your UTM links work properly, schedule or send your email campaign as usual.

Viewing your email campaign data in Google Analytics.

After sending your email with UTM links, you'll want to see the results in Google Analytics. Here's how to find and interpret your data:

In Google Analytics 4 (GA4):

1. Log in to your Google Analytics account
2. Navigate to "Reports" > "Acquisition" > "Traffic acquisition"
3. In the "Default channel group" dimension, look for "Email" traffic
4. To see campaign-specific data, change the primary dimension to "Session campaign" or "Session source/medium"

What to look for:

• Sessions: How many visits your website received from the email campaign
• Engagement rate: How engaged these visitors were with your website
• Conversions: Whether these visitors completed important goals
• Pages/session: How many pages they viewed after arriving
• Average session duration: How long they stayed on your site

Creating a consistent UTM strategy for your email campaigns.

To get the most valuable insights from your tracking, follow these best practices for using UTM parameters consistently:

1. Develop a naming convention.

Create a clear system for naming your campaigns and stick to it. For example:

• Campaign names: [season][year][purpose] (spring_2025_promotion)
• Content descriptors: [location]_[type] (header_button, product_section_link)

2. Document your UTM structure.

Keep a spreadsheet of all your UTM parameters for easy reference and consistency across campaigns.

3. Be specific with campaign names.

Instead of generic terms like "newsletter," use descriptive names like "weekly_tips_april" or "product_launch_shoes" that clearly identify the specific campaign.

4. Use the content parameter strategically.

The utm_content parameter is perfect for A/B testing different elements within the same email. For example, track whether people click more on image links or button links by using different content values.

Analyzing your results: Turning data into action.

Now that you're collecting detailed click data, here's how to use it to improve your email marketing:

Identify your most effective content.

Which links get the most clicks? Which drive the most conversions? Double down on what works.

Optimize link placement.

If your data shows that links in certain positions get more engagement, prioritize those locations for your most important calls to action.

Refine your email strategy.

Use engagement patterns to inform your overall approach. If product-focused emails outperform educational content, adjust your content calendar accordingly.

Improve your website experience.

If you notice that email visitors have a high bounce rate on certain landing pages, work on improving those pages to better match the expectations set in your emails.

Taking your email marketing to the next level.

By implementing UTM tracking for your Minutemailer campaigns, you've unlocked a wealth of insights that can transform your email marketing strategy. You're no longer just sending emails and hoping for the best—you're gathering actionable data that shows exactly how your subscribers interact with your content and website.

Remember that effective tracking is an ongoing process. Regularly review your Analytics data, test different approaches, and continuously refine your strategy based on what you learn. With each campaign, you'll gain deeper insights into what resonates with your audience.

Ready to get started? Create your first UTM-tagged link today and begin tracking your next Minutemailer campaign with the power of Google Analytics!

Also read our guide to creating better emails.

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