Track How Your Emails Are Performing with Drip, Google Analytics, and Our New Global UTM Controls

A lot goes into every email you send.

You brainstorm subject lines, create actionable, helpful content, and hit send at a time of day you think your ideal customer would be reading email. You consider every detail, from the sender name and the reply email address, to what goes into your email signature.

And then you hit send and cross your fingers that it worked, right?

Of course not.

If you’re not tracking your emails, you might as well be shouting into the void. And now, we’ve made it even easier to track the impact of your Drip emails in Google Analytics with global UTM settings.

That’s right: you can now automatically track site visitors from every link in every email you send with Drip, with one easy setting.

In this post, I’m going to show you these new UTM controls, plus how to use Drip to track your email analytics in general. If you want to follow along inside the app, you can get started with Drip for free.


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How to Track Across Drip and Google Analytics with Our New UTM Controls


While Drip keeps track of important metrics within your emails, like open rates and clickthrough rates, you probably also want to know what happens after subscribers land on your site. Do they make a purchase? How long do they spend on the page? Where do they go after that?

To answer these kinds of questions, you need to use UTM parameters.

If you’re not familiar with these yet, UTM parameters are tags added to your links to tell Google Analytics where your site visitors came from. Without these tags, site visitors from your emails would just be marked as direct or referral traffic, so you wouldn’t be able to find the segment that arrived there from your emails.

If you use Drip, you’ve always been able to add UTM parameters to your email links right inside the app—but we’ve just made it even easier with global UTM settings. In your Drip account, just open your settings menu (in the upper right corner), and then click on “Email Setup.”

Choose the Google Analytics tab, and you’ll see a new screen where you can set your UTM parameters for each kind of email you send.

Leave the source as Drip and the medium as email, so that you can track website visitors from all emails.

Then, you can change the Campaign field to automatically use the name of the campaign in Drip, and the Content field to automatically use the email subject line. This way, you can track the effectiveness of every email campaign, and each individual email.

Then, you can update these settings for broadcast emails and automation emails, using the tabs at the top. Since automation emails don’t have the same naming structure as broadcasts and campaigns, I would suggest changing the Campaign field to “automated email.”

Finally, turn the little toggle at the bottom to “on,” and every new link you put in an email will automatically get the UTM parameters you’ve specified.

For more detailed instructions on turning on default UTM parameters, see our Knowledge Base guide.

Now, when you go to add a link to an email in Drip, it will automatically populate the UTM parameters as you’ve set them.

Now, your links will look something like this:

And these parameters will show up inside Google Analytics. For instance, in the screen below, we see the campaign, source, and medium. (Check out the color coding to see how these map onto the parameters highlighted above.)

You can find a view like this under Acquisition > Campaigns > All Campaigns. The Medium tells Google Analytics that a user came from Email, and Source tells you which email marketing platform a user to your site (which might be useful if you wanted to compare email platforms).

Campaign allows you to track one campaign across different sources and mediums, so you can track things like where the most traffic for your Black Friday promotion came from.

To see metrics by Content parameter, select a primary dimension of “Medium” and choose Email. Google Analytics will label this as Ad Content. But actually, in this case, it’s your subject line, so you can see which email (or even which split test) is sending the most traffic to your site.

So now that you’re tracking your email metrics in both Drip and Google Analytics, which numbers should you pay attention to? And where do you find them?

Here’s a quick guide.


Inside Drip: Open Rates


You can track your open rates within Drip’s interface in a few places.

When you look at your dashboard for either broadcasts or campaigns, your open rate will be the first metric displayed.

You can also click on Reports and then Email Metrics to see the open rate of a particular broadcast email, campaign email, or automation email. In this screen you’re also able to view opens over a defined time period.


Inside Drip: Clickthrough Rates


Your clickthrough rates tell you what percentage of the people who received your email actually clicked on a link. If the goal of your email is accomplished without users having to click to your site, this metric might not matter much to you. But if you want to get users to your site, it is something to pay attention to.

In Drip, you can track clickthrough rates right next to the open rates in your broadcast or campaigns dashboard, or you can find it within the email metrics report.

Keep in mind that this number shows you the number of readers who clicked on any link within your email, not the number of people who clicked on your site. So, if you have social media links in your signature, for instance, your open rate might be a little higher than your Google Analytics sessions from a particular email.


Inside Drip: Unsubscribe Rates


Tracking your unsubscribe rates is a crucial metric for understanding whether or not your readers like the information they’re getting from you. It also tells you if you’re following through on what they thought they’d be getting and how often they thought they’d be hearing from you.

In Drip, you can view unsubscribes under Reports, to see your unsubscribe rate over time as a whole or for a particular campaign.

If you notice that your unsubscribe rates are higher than expected, look at how frequently you’re mailing your list.


Inside Google Analytics: Sessions


Once you set up global UTM parameters, you can easily see how many sessions on your site begin when someone clicks through from your emails, or even from one particular email.

First, look under your Acquisitions tab and click on Campaigns, and then All Campaigns. Then, select Email to view the number of users coming to your site from emails.

To see which specific emails are sending users to your site, select a primary dimension of “Medium” and choose Email.

In this example, we see that the top email, with the subject line “join us for today’s webinar,” brought in 2 sessions. (Keep in mind that the number of sessions might be lower than the number of clicks shown in Drip if your emails have links to other sites.)

Things get really interesting when you start to compare behavior between sessions that start from your emails and sessions that start somewhere else (like organic search or paid media).

Compare different sources across metrics like …

  • Bounce rate: Are people who visit your site from your emails more or less likely to leave without doing anything else? A relatively high bounce rate doesn’t spell trouble if you’re sending existing subscribers to your new blog posts, but it’s a problem if you’re sending them to a sales page. It could even mean that you’re making promises in your email call to action that your landing page can’t fulfill.
  • Pages per session: When people arrive from your emails, are they more or less likely to stick around and explore than other visitors?
  • Session duration: How long do email subscribers stay engaged with your site after you send them there? This can be an even more illuminating metric than bounce rate in cases where you’re aiming for engagement (like the blog post example above) more than a single action.
  • Goal completion: How many people who clicked through from your emails did what you wanted them to do? This one’s pretty important, so we’ll take a closer look below.


Inside Google Analytics: Conversion Goals


You can establish a conversion goal in Google Analytics that will allow you to track the actual value of your email campaigns.

Typically, your conversion goal will be a purchase. The easiest way to do this is to set your conversion goal as a visit to your post-purchase thank you page, since only customers will end up there.

In this example, you can see a campaign with multiple sources: organic traffic, referral traffic, and of course, email.

You can find a view like this under Acquisition > Campaigns > All Campaigns. Then filter by source/medium. Now you can see which aspects of your campaign performed the best for you, including visit-to-goal conversion rate on the right side.


Inside Drip and Google Analytics: Revenue


If you have revenue tracking set up in Google Analytics, you can also see which emails contributed to the most purchases from a particular page:

But while it’s nice to have all your numbers in Google Analytics, it will be easiest to track your revenue from email in Drip. You can set up a conversion goal in Drip with a specific URL, like your thank you page, or by integrating with your payment platform.

With Drip’s conversion reports, you can track your customer conversion rate and revenue growth for your entire email marketing program, for individual campaigns, and for individual emails.

Plus, you can drill into your conversion reports by subscriber tag. This means, if you’re tagging your leads, you can potentially track your conversions by interest, business size, industry … the list goes on.

You can even track conversions by lead source, to get a sense of which lead-gen strategies have the best ROI.

Using Drip and Google Analytics together helps you understand the interactions of your subscribers, your email content, and your website throughout the course of your campaigns. Those interactions can get pretty complex, and Drip has the tools to help you keep up, with sophisticated insights that improve your marketing.

But if you’re not using Google Analytics, that’s fine, too. Drip’s built-in reporting will help you understand all your essential email marketing metrics, from open rates all the way up to revenue. If and when you’re ready to add Google Analytics, you’ll already have the UTM settings and other features you need to make it all make sense.

Ready to start sending emails with real, trackable results? Click below to get started with Drip now:


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Do you have any questions about using UTM parameters with Drip? Ask away in the comments. The Drip team and I are standing by to help you.