How to Track Email Campaigns in Google Analytics 4

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To track email campaigns in GA4, we will create a new exploration report from scratch. This new report would have nine tabs.

Each tab would display one sub-report, which measures the performance of your email marketing campaigns and email traffic.

Following are the nine sub-reports we would create in our exploration report:

#1 Overview – This report provides an overview of each email marketing campaign:

overview of each email marketing campaign ga4

#2 Landing Pages – Use this report to measure the performance of landing pages from email traffic:

#3 Devices – Use this report to measure the performance of different devices (desktop, mobile, smart TV, tablet) which sent email traffic to your website:

#4 Browsers – Use this report to measure the performance of different web browsers which sent email traffic to your website:

#5 Countries – Use this report to determine the countries which sent email traffic to your website:

#6 Conversions – Use this report to determine all the conversions generated by email traffic on your website:

#7 ECommerce – Use this report to measure the ecommerce performance of email traffic to your website:

#8 User Flow – Use this report to determine how the email traffic is using your website:

#9 Funnel – Use this report to determine how email traffic is converting on your website:

Follow the steps below to create the email tracking report in GA4:

Step-1: Login to your GA4 property.

Step-2: Click on Explore from the left-hand side menu:

Step-3: Scroll down and navigate to the report named ‘Organic Search Traffic Analysis‘:

Note: If you do not already have this report, then stop reading this article for now and create this report first. We will use this report as a template to create a new report. Follow the instructions in this article: Tracking Organic Traffic in GA4 - Complete Guide.

Step-4: Click on the three dots menu and then click on the ‘Duplicate‘ option from the drop-down menu:

Step-5: Click on ‘Copy of [Organic Search Traffic Analysis]‘:

Step-6: Rename the report to [Email Traffic Analysis]

Step-7: Hover your mouse over the ‘Organic Search‘ segment and then click on the three dots menu next to it:

Hover your mouse over the ‘Organic Search‘ segment ga4

Step-8: Click on the ‘Edit‘ option from the drop-down menu:

Step-9: Click on the ‘Edit Segment‘ button:

Step-10: Rename the segment to ‘Email Traffic‘:

Step-11: Click on the button ‘contains organic at any point in time‘:

contains organic at any point in time ga4

You should now see a screen like the one below:

Step-12: Replace the text ‘organic‘ with ‘email‘ and then click on the ‘Apply‘ button:

Replace the text ‘organic‘ with ‘email‘ ga4

Step-13: Click on the ‘Save‘ button at the top right-hand side of your screen:

You should now see your new segment listed under the ‘SEGMENTS’ column:

Step-14: Click on the ‘Overview’ tab:

Step-15: Hover your mouse over the dimension ‘First user source / medium‘ and then click on the cross button next to it to delete it from the canvas on the right:

You should now see a screen like the one below:

Step-16: Click on the + button next to ‘DIMENSIONS‘ and then import the ‘First user campaign’ dimension:

import the ‘First user campaign dimension ga4

You should now see the new imported dimension listed under the ‘DIMENSIONS’ column:

Step-17: Double-click on the dimension ‘First user campaign’ so that it is automatically added to the canvas on the right:

Double click on the dimension ‘First user campaign ga4

That’s how you can create various reports to track email campaigns and traffic in GA4.

How to Track Email Campaigns in Google Analytics 4

Follow the steps below to create the email tracking report in GA4:

Other Articles on GA4.

Himanshu Sharma