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Track your statistics with Google Analytics using UTM tags

N.Makarov
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Summary

What is an UTM tag ? 

“UTM” stands for “Urchin tracking module” and it is an option offered by Google and can be used with their software Google Analytics.

UTM parameters offer you a way to track traffic from different platforms and sources. This will help you identify the origins of your visits and then compare the results. UTM codes are small bits of text that you are including in your URLs and this tells Google Analytics a bit more for each link and especially from where they are coming. 

Here are the mandatory and optional parameters you can use:

  • medium (mandatory): the medium parameter tracks what type of traffic the visitor originated from. Examples: email, social media, organic, etc.
  • source (mandatory): the source parameter allows you to track where the traffic originated from. Examples: Facebook, Twitter, Google, name of an email list etc.
  • campaign (mandatory): the campaign name parameter allows you to track the performance of a specific campaign.
  • term (optional): if you are using paid search and/or referral, you could want to add this parameter with relevant keywords to better identify them.
  • content (optional): if you have multiple links or the same one multiple times in the same campaign you can fill in this value so you can differentiate them.
This functionality is only available on Premium Plans

Why is UTM tagging relevant to email?

ESPs provide you with relevant statistics and information about the campaigns* you've sent. But your tracking stops at the status of the email - sent, opened, clicked, bounced, blocked, marked as spam, unsubscribed. You can’t really see what happened after the reader clicked on your CTA (Call to action) or link. That's where using UTM tags can help you.

UTM codes enable you to know the source and medium of each of the links directing to your website, you’ll be able to identify who went where, and keep tracking that visitor through their journey on your website.

* UTM tagging is only applicable for email campaigns - marketing campaigns or transactional mails grouped as a campaign.

How to implement UTM tagging with Mailjet ?

Now it is easier than ever to track your links with your Mailjet campaigns with the help of UTM tags.

To activate the UTM tagging option, you will first need to switch on the functionality from your Mailjet account (available only on the main API key) by going to the Email tracking page. Once enabled, this functionality will be activated for all subaccounts!

Google_tracking_UTM_tags_EN_1.PNG

Once this is done, an additional section with parameters will be displayed:

Google_tracking_UTM_tags_EN_2.PNG

The three mandatory UTM tags (key) parameters will be displayed at top, but you can of course add more optional parameters if you need to. Note that you can add up to 10 fields in total.

The UTM tag itself has two components:

  • UTM Parameter - that starts with "utm_". There are multiple parameters you can track: utm_source, utm_medium, utm_campaign, etc.
  • Tracking variable - this is a unique value to identify the parameter being tracked, such as the name of the traffic source for example.

Here is an example:

Google_tracking_UTM_tags_IT_3.PNG

Once all the UTM tags have been added, those will be automatically implemented to all your future URLs. Just be aware that the implementation of those changes will take a few minutes, before the tags are operational.

Be aware the UTM tags will not be applied for TEST emails. 
If you think that the statistics displayed in Google Analytics are not correct, don’t hesitate to contact their support directly as Mailjet is only applying the UTM tags you provide to the URLs in your emails.

Why Are My Mailjet Stats Different from Google Analytics?

When comparing email statistics between Mailjet and Google Analytics, several specific factors can contribute to discrepancies. These differences are generally due to the distinct tracking methods, data collection, and reporting approaches used by each platform. Here's a detailed breakdown:

Tracking Mechanisms

  • Mailjet: Mailjet uses tracking pixels (tiny transparent images) to record when an email is opened. It also tracks clicks on links by replacing original URLs with tracking URLs, which redirect through Mailjet's servers before reaching the destination.
  • Google Analytics: Google Analytics tracks email traffic when a user clicks on a link with UTM parameters that direct them to your website. It relies on JavaScript and cookies to track the user's session and interactions on your site.

Opens Tracking

  • Image Blocking: Many email clients block images by default, which includes Mailjet's tracking pixel. If an email recipient has images disabled, Mailjet may not register an open even if the email is viewed. Google Analytics, however, only tracks after a link is clicked, so it doesn’t face this issue.
  • Multiple Opens: Mailjet might record multiple opens if a user opens the email several times, especially on different devices or email clients. Google Analytics, on the other hand, doesn’t track opens but focuses on sessions initiated from clicks.

Clicks Tracking

  • Link Redirection: Mailjet tracks clicks by redirecting users through its tracking servers before sending them to the final destination. This redirection is seamless to the user but crucial for Mailjet's tracking. If UTM parameters are not properly maintained during this redirection, Google Analytics might not attribute the session to the correct email campaign.
  • UTM Parameters: Google Analytics relies on correctly configured UTM parameters to track the source, medium, campaign, and other details. If these are not properly set up in the email, Google Analytics might misattribute the traffic (e.g., categorizing it as direct traffic).

Email Client and Browser Behavior

  • JavaScript Limitations: Google Analytics relies on JavaScript for tracking, which might not be executed properly if the user's browser has JavaScript disabled or if the email client interferes with the execution.
  • Different Devices: A user might open an email on a mobile device but later click a link from a desktop, leading to potential discrepancies in how Mailjet and Google Analytics attribute these actions.

Session Tracking

  • Multiple Sessions: When a user clicks on an email link, they are directed to your website, which Google Analytics tracks as a session. If the user leaves your website and returns later through another method (like typing the URL directly into the browser), Google Analytics starts a new session because the return visit is seen as a separate interaction. In contrast, Mailjet records this activity as a single click on the original email link, regardless of how many times the user returns to the site. This difference can lead to Google Analytics reporting more sessions than Mailjet reports clicks.
  • Google Analytics Session Expiration: Google Analytics sessions expire after 30 minutes of inactivity. If a user clicks an email link, visits your site, leaves, and then returns within 30 minutes, Google Analytics considers this as a continuation of the original session. However, if the user returns after 30 minutes, a new session is started. Mailjet, on the other hand, continues to count all activities from the original email click as part of the same click event, regardless of how much time has passed. This can result in different interpretations of user activity between Google Analytics and Mailjet.

Bot Traffic

  • Security Bots: Some security systems or email clients pre-fetch and scan links for safety before the user interacts with the email. Mailjet might record these as clicks, whereas Google Analytics may not track them if they don't lead to a session on the website.

Spam Filters and Delivery Issues

  • Spam Filters: Emails caught in spam filters might not be opened or clicked by real users, but Mailjet might still report them as delivered. Google Analytics would not see any sessions if the user never interacted with the email.
  • Blocked Tracking: Privacy-focused email clients or extensions may block Mailjet's tracking URLs or pixels, leading to underreported opens and clicks in Mailjet compared to what Google Analytics reports when the user does click through.

User Privacy and Settings

  • GDPR/CCPA Compliance: Privacy laws and settings (like cookie consent forms) might affect how data is tracked and reported in Google Analytics, particularly if users opt out of tracking. Mailjet’s tracking might not be affected in the same way unless the user blocks tracking pixels or uses email clients that anonymize open/click data.
  • Browser Settings: If a user has strict privacy settings enabled in their browser, Google Analytics might not be able to track their session, whereas Mailjet might still record the click.

Timing of Data Reporting

  • Real-time Data vs. Delays: Mailjet typically provides real-time tracking data, while Google Analytics may have a slight delay in processing and reporting data. This can lead to temporary discrepancies, especially shortly after an email campaign is launched.

Data Sampling and Aggregation

  • Sampling in Google Analytics: In cases where your website has a lot of traffic, Google Analytics might use sampled data in some reports, which can lead to slight differences in the reported data compared to Mailjet, which typically reports all interactions without sampling.
  • Different Metrics Definitions: Mailjet and Google Analytics might define metrics like "clicks" or "sessions" differently, leading to apparent discrepancies when comparing reports.

Summary

The discrepancies between Mailjet and Google Analytics stats are mainly due to the differences in tracking methods (pixels vs. JavaScript), potential issues with UTM parameters, variations in how email clients and browsers handle tracking, and the influence of privacy settings and filters. Understanding these differences can help you better interpret the data from both platforms and reconcile any discrepancies when analyzing your email campaigns.