Intro

For a client, we developed an app and began marketing it by sending an email to potential users.

We wanted to measure the effectiveness of our emails to identify areas for improvement. How can we analyze user behavior in emails? Google Analytics provides a simple solution.

Before tracking, you need to integrate Google Analytics into your app. This depends on your tech stack, so we’ll focus on the email itself.

E-Mail

Here’s the initial draft:

Hi,

Have you heard of Nice App? Well, now you have. ;)

You can do a lot of nice stuff with it. Check it out on nice-app.com.

Best regards

If a user clicks the URL, we’ll see visits—but we won’t know where they came from or which version of the email they received. Let’s improve it.

Google Analytics UTM Parameters

Google Analytics allows us to add URL parameters (UTM) to track traffic sources. We used the following:

• utm_campaign = launch
• utm_medium = email
• utm_source = acquisition
• utm_content = version_1

Improved Version

By appending these UTM parameters to the URL, Google Analytics can track user interactions automatically:

?utm_source=acquisition&utm_medium=email&utm_campaign=launch&utm_content=version_1

Hi,

Have you heard of Nice App? Well, now you have. ;)

You can do a lot of nice stuff with it. Check it out on 
[nice-app.com](https://nice-app.com?utm_source=acquisition&utm_medium=email&utm_campaign=launch&utm_content=version_1).

Best regards

Conclusion

With these UTM parameters, we can now answer:

• How many times the URL was clicked
• Which email was received by each user
• Which version of the email was sent

Google Analytics is a powerful tool that allows us to monitor email performance and refine our marketing strategy.