Google Analytics and UTM-tracking


In this guide, we will help you sync your Google Analytics account with your campaigns. If you do not find answers to your questions, you can contact support@rule.se 


We will cover:

  1. How to view my campaigns in Google Analytics
  2. What are UTM-campaign and UTM-term
  3. Setting up Google Analytics tracking for your campaigns


How to view my campaigns in Google Analytics


Being able to see and track the performance of your campaigns is an important part of determining if your marketing is heading in the right direction.


You can easily view statistics for your campaigns in Google Analytics and GA4, we will show the following: 


  1. Remember! Google Analytics will be completely replaced by GA4 as the new tool starting in June 2023
  2. The view for GA4


Here's how to view your campaigns in Google Analytics


When you log into your account in Google Analytics, you will see your statistics from Rule under 


  1. Click on 'Acquisition'
  2. Click on 'Campaigns'
  3. Click on 'All campaigns'
  4. Then you need to click on 'Source/Medium' in the campaign view, where you will be able to select 'Email/Rule'. To get statistics broken down by each campaign, you also need to select 'Secondary dimension' > Commonly used > Campaign.



Here's how to view your campaigns in GA4


When you log into your account in GA4, you will see your statistics from Rule by:


  1. Clicking on 'Reports'
  2. Clicking on 'Acquisition'
  3. Clicking on 'Traffic Acquisition'
  4. Make sure to select 'Session campaign'. You click on the arrow in the box to select session.



Done! Now you can view statistics from your campaigns in Google Analytics and GA4


Note
The number of clicks may differ between Rule and Google Analytics. In GA, sessions are counted, meaning visits that are 30 seconds or longer, while in Rule, each click is counted.



What are UTM-campaign and UTM-term


To make your campaigns trackable in Google Analytics, you need to enter a UTM code in Rule. "UTM" stands for Urchin Tracking Module and is a format from Google used to track links in Google Analytics. Below we explain how to set up UTM in Rule.


  1. UTM-campaign: is the name of your campaign, for example "summer_sale_week28".
  2. UTM-term: is not mandatory but is available for expert users who want extra detailed control. UTM-term is a compilation of keywords/search terms, for example "campaign+shoes".



Setting up Google Analytics tracking for your campaigns


In this step, you will learn how to set up Google Analytics tracking for your campaigns. Tracking your campaigns in GA is an important part of being able to determine how your campaigns are performing and how well your customers are engaging with your content. By tracking your campaigns, you gain better insight into what your customers want to see more or less of, and this in turn gives you the opportunity to adjust and optimize your campaigns for better results.


How to add domains in Rule

  1. Start by clicking on the arrow next to your company name to access the dropdown menu.
  2. Click on 'Settings'


  1. Then click on 'Integration' in the menu bar.
  2. Enter your domain, for example 'rule.com'
  3. If you have multiple pages/email addresses, for example '.se' and '.com', also add them. It is important that all are included. You do this by clicking on '+ New domain'



Add UTM code


To make your campaigns trackable in Google Analytics, you need to enter a UTM code in Rule. "UTM" stands for Urchin Tracking Module and is a format from Google used to track links in Google Analytics.


To set up UTM tracking, do so before sending out the campaign in 'Sender settings', as shown in the image below.



Here you have the option to enter two types; "utm_campaign" and "custom utm_term". Enter both to optimize the results of your analyses.


  1. "utm_campaign"is the name of your campaign, for example "summer_sale_week28". You should use underscores instead of spaces or dashes.
  2. "utm_term"is a compilation of your keywords/search terms, for example "campaign+shoes". The UTM term provides additional opportunity to identify keywords, but usually it is enough to specify UTM campaign. However, UTM term should be specified if you have previously tagged paid search campaigns, then you enter the same keyword here. (For more information on how to specify UTM and UTM term, you can also visit Google's site, here).


Rule then automatically adds, utm_source = rule and utm_medium = email.


If you want to track a specific link


If you want to have a unique identification for a link, you can add it under "UTM content" when creating links in the email builder. You do this by:


  1. Selecting the text you want to link
  2. Clicking on the symbol to add a link



  1. Adding the link
  2. Adding your UTM content in the same way as you name the campaign. Otherwise, each link to the domains will be tagged with utm_source=rule&utm_medium=email&utm_campaign=xx(the campaign name you specified), when you send the campaign.


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