Integrate Google Analytics with MailChimp

This feature requires Manager user level or higher.

If you have a Google Analytics account, you can add Google Analytics tracking to your MailChimp campaigns to pass Google data back to your MailChimp Campaign reports. Set up conversion tracking in Google Analytics to track subscribers from clicks to purchases on your website.

We can also store your Google Analytics ID to track visits to your campaign archive and hosted list pages so you can see traffic to these pages in your Google Analytics account.

Before You Start

Here are some things to know before you begin this process.

  • You must have a Google Analytics account in order to complete this process.
  • When you add Google Analytics tracking to a campaign, we supply a default title for your campaign that will appear in your Google Analytics account and your tracking URLs. If you choose to edit the default title, make sure you don't include any special characters. These can break your URLs.
  • We strongly recommend you thoroughly test your campaigns that use Google Analytics tracking to ensure your links function properly.
  • To track only the HTML version of your campaign, and not the plain-text version, you can create a custom tracking code using Google's resources and add it to the HTML of your campaign. If you set up tracking this way, you won't be able to see the Google Analytics statistics in MailChimp.
  • Google offers several free, online courses designed to help increase your analytics knowledge. For more information on how to set up Google Analytics tracking manually, take a look at Google's help pages for URL building and tagging your links.

Connect MailChimp with Your Google Account

You'll need to authorize a connection between MailChimp and a Google Analytics account before you add Google tracking to Campaigns. To connect your MailChimp account with a Google account, follow these steps.

  1. Click your profile name and choose Account.
  2. Click Integrations.

    Select Integrations

  3. Click Google: Analytics, Contacts and Docs.
  4. Click  Authorize Connection.

    Click the Authorize Connection button

    If you're not already logged into your Google account, you'll be asked to log in.
  5. Click the Grant access button after you log in. You'll return to your MailChimp account and a success message will appear.

Now, you're ready to send a campaign with Google Analytics tracking.

Add Tracking to Your Campaign

  1. Create a new campaign.
  2. Navigate to the Setup step of the Campaign Builder.
  3. Under Tracking, check the box next to Google Analytics link tracking.

    Click checkbox to add Google Analytics tracking to your campaign.

When you check the box to enable  tracking, we'll show the campaign title as it will appear in your Google Analytics account after the campaign is sent. The Google Analytics campaign title combines the MailChimp campaign title with the date to make it easy to search for in your Analytics dashboard. 

Add Tracking to Your Automation Workflow

  1. Create an Automation workflow.
  2. Navigate to the Setup step.
  3. Under Tracking, click the Google Analytics link tracking box.
    Click checkbox to add Google Analytics tracking to your automation workflow.

When you check the box to enable  tracking, we'll show the campaign title as it will appear in your Google Analytics account after the campaign is sent. The Google Analytics campaign title combines the MailChimp campaign title with the date to make it easy to search for in your Analytics dashboard. 

All emails in the workflow will have the same title in your Google Analytics account unless you set a separate title for each email. To set a different title for each email in the workflow, follow these steps.

  1. Navigate to the Emails step.
  2. Click the title of the email you want to work with.
  3. On the Setup step in the Email Designer, provide a title for the email in the Google Analytics title for email field. This is the title that will show in your Google Analytics account after the workflow is started.
    Input Google Analytics title for your workflow email.

Repeat these steps for each email in your workflow, so each email will display its own title in your Google Analytics account.

Add Tracking to Your A/B Testing Campaign

  1. Create an A/B Testing Campaign.
  2. Navigate to the Setup step.
  3. Under Tracking, click the Google Analytics link tracking box.
    Click checkbox to add Google Analytics tracking to your automation workflow.

When you check the box to enable  tracking, we'll show the campaign title as it will appear in your Google Analytics account after the campaign is sent. The Google Analytics campaign title combines the MailChimp campaign title with the date and the Campaign ID.

For A/B Testing Campaigns that test content, each combination of the campaign will have a different web ID. Before you send your campaign, make a note of these unique IDs so you’ll know which Google Analytics title goes with which combination of your campaign.

To find each combination’s unique web ID, follow these steps.

  1. Create each variation of your campaign.
  2. On the Design step in the Content Builder, click the Preview and Test drop-down menu, and choose Enter Preview Mode.
  3. Find the unsubscribe link in your campaign, right click, and copy the link address. You'll typically find the unsubscribe link in the footer.
  4. Paste the link into a text file, so you can view the entire link, and find the value that follows c= at the end of the link address. Write down this value and the combination title or description it goes with so you can reference it when you view your data in Google Analytics later.

View Google Analytics360

Statistics for campaigns with Google Analytics enabled can be viewed in both your Google Analytics account and in the Analytics360 section of the MailChimp campaign report. To view the Analytics360 report for a campaign, follow these steps.

  1. Navigate to the Reports page in your account.
  2. Click the View report button for the campaign you want to work with.
  3. Click the Analytics360 heading at the top of the report to view Google Analytics360 statistics.
    View stats under the Advanced heading

The statistics in the Analytics360 portion of the campaign report only relate to visitors who entered your website through a link in the email campaign. If the statistics in your Google Analytics account don't match up to the ones in MailChimp, we're likely still waiting for Google to finish pushing analytics data to your MailChimp account.

The following are definitions of the terminology used on this report. For more information, check out Google's support documentation.

  • Campaign ROI
    Campaign ROI is a percentage based on the cost of the campaign versus the revenue created by the campaign.
  • Campaign cost
    This is the only value we calculate within MailChimp. Campaign cost takes into account the price of your MailChimp plan, the number of subscribers you have in your account, and how often you send to your lists. All of these variables are entered into a formula that returns your estimated campaign cost
  • Conversion rate
    A conversion is when a visitor completes a goal you've set on your website. The conversion rate is the percentage of site visitors who completed one of the site goals.
  • Per visit goal value
    This value is calculated by adding up all the values for each completed goal, then dividing total by the number of times your site was visited through links in a campaign.
  • Goal
    We'll list goals you've set for your site and show how many times each have been completed by site visitors.
  • Revenue created
    Total dollar value of revenue generated by email readers clicking a link in the email campaign to visit your site and then completing a purchase.
  • Transactions
    Number of completed e-commerce transactions. A transaction is a successful purchase.
  • Ecomm conversion rate
    An e-commerce conversion happens whenever a site visitor makes a purchase. The ecomm conversion rate is the percentage of site visitors who made a purchase.
  • Per visit value
    The average value of a visit to your site based on e-commerce revenue. Divide revenue by visits to get the per visit value.
  • Average value
    Revenue created divided by the number of e-commerce transactions.
  • Bounce rate
    A bounce is when someone visits your website then exits the site without visiting a second page. Your bounce rate is the percentage of website visitors who did not view a second page.
  • Visits
    Number of visits to your website referred through this campaign.
  • New Visits
    Number of visitors who have not visited your website previously.
  • Avg. time on site
    Aveage amount of time a visitor stayed on your website.
  • Pages/visit
    Average number of pages viewed by each visitor to your website.

Add Tracking to Archive and List Pages

  1. Navigate to the Lists page.
  2. Click the list's drop-down menu and choose Settings.
  3. Click Google Analytics on archive pages.
  4. On this page enter your Google Analytics tracking ID and click the Save button.
    Enter Google Analytics Tracking ID

You can track visits to your campaign archive and hosted list pages. A summary of this traffic is found in your Google Analytics reporting under Traffic Sources.

Troubleshooting

 Consider these possibilities if you see behavior you don't expect.

  • Do E-Commerce and Analytics360 data figures not match on your campaign report? 

    Due to the differences in Google Analytics and MailChimp tracking, it’s normal for Analytics360 and E-Commerce revenue figures to vary. For example, Google Analytics makes it optional to include taxes with purchase amounts, and tracks conversions with sessions that end after a period of inactivity. In contrast, MailChimp includes taxes with purchase amounts, and continues tracking indefinitely, on a per-subscriber basis.

  • Was your Google Analytics account set up after the campaign went out?
    Google Analytics can't work retroactively. The Google Analytics account has to be set up and configured before the tracked campaign is sent.
  • Have you given the reports enough time to populate?
    It can take up to 36 hours from sending a campaign to see analytics results in the MailChimp campaign report. MailChimp pulls Google Analytics data each day at 08:15 UTC (04:15 EST) and takes approximately 24 hours to run. If a campaign was sent close to 08:15 UTC, Google may not have had enough time to populate those results before MailChimp pulled analytics data, so it could take until the next time data is sent for the data to populate.
  • Is this a new Google Analytics account?
    We've seen with new accounts it can take a few days to actually have data start populating in the MailChimp account. This delay can be made worse if the account is set up close to the weekend because sometimes data aggregation slows and gets pulled in on Monday.
  • Is Google Analytics turned on in the campaign?
    To double check, replicate the campaign and look at the options selected on the Setup step of the Campaign Builder.
  • Does the Google account integrated with MailChimp have permission to access analytics data?
    The Google account integrated with MailChimp must have manager level permissions for the integration to work properly. If your Google account only has viewer level permissions, analytics data will not be passed back to MailChimp.
  • Have you tested the Google Analytics URL parameters?
    Google's URL builder lets you manually add custom analytics parameters to a website URL. Copy and paste the URL you create into your web browser's address bar, then press enter. If everything is set up correctly in Google Analytics, a record of this visit should appear in your Google Analytics account.
  • Does your website code allow the following external variables?
    utm_source=
    utm_campaign=
    utm_medium=
    For the sake of page security, a link is designed to fail if a query value outside of what is expected is fed in to a page. This can break your links and disable the tracking if these are not accepted by your website.
  • Did you set a link to a file instead of a page on your website?
    When using Google Analytics to track your link the most common setup is to have the Javascript tracking code for Google Analytics placed on a page where your subscribers visit. This is a great solution if your landing page is an actual URL your subscribers will be visiting. Then when the page loads, it can load the Javascript and track the information in Google Analytics as expected. However, if it's a direct link to a resource like a document or PDF or JPG, to track this link when using Google Analytics you may need some custom tracking methods setup on your server to track that particular link to your resource.
  • Is there a space after the URL in your campaign?
    Google Analytics won't work if there is a space after the URL in the campaign.

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