Email marketing is an effective way to engage with your existing customers, share your recent company successes, show gratitude to your customers, and promote products or services. To continuously improve your email marketing performance, you can measure your email marketing results through Google Analytics 4.
Here are three ways to use Google Analytics 4 reports to analyze your email marketing performance. If you need help analyzing your email marketing performance using Google Analytics 4, please feel free to contact us—our GA4 consultant will be happy to assist you!
Go to Traffic Acquisition and Search for Email Traffic
One of the easiest ways to identify and analyze email or newsletter traffic is by going to the Traffic Acquisition report section and search for Email. From there, you can look at the performance of your Email marketing traffic.
If you have multiple sources and mediums for your email marketing campaigns, you can select Source / Medium as the secondary dimension of your Google Analytics 4 report and look at the email marketing performance of various email sources and mediums.
Create a Filter in the Traffic Acquisition Report
Another way to analyze your email marketing traffic is creating a filter in your Traffic Acquisition report. To create a filter, go to Traffic Acquisition and select Add filter.
Select Session primary channel group as the Dimension, exactly matches as Match Type, and Email as the Value.
Once selected, you will see your Email traffic data.
Create an Explorations Report
If you want to dig deep into your email marketing performance, you can create an Explorations report. For example, you can create a Path Exploration report to see how visitors from your email campaigns navigate through your website.
To do so, go to the Explorations and select Path Exploration.
Select Segment.
Create a condition to only show email traffic.
Once a segment has been created, you can see how visitors from your email campaigns navigate across your website.
