How to track email campaigns and traffic in GA4

Last Updated: November 17, 2022

To conduct email traffic analysis in GA4, we will create a new exploration report from scratch. This new report would have nine tabs. 

Each tab would display one sub-report, which measures the performance of your email marketing campaigns and email traffic.

Following are the nine sub-reports we would create in our exploration report:

#1 Overview – This report provides an overview of each email marketing campaign:

tracking email campaign ga4 overview report 1

#2 Landing Pages – Use this report to measure the performance of landing pages from email traffic:

tracking email campaign ga4 landing pages report 2

#3 Devices – Use this report to measure the performance of different devices (desktop, mobile, smart TV, tablet) which sent email traffic to your website:

tracking email campaign ga4 devices report 1

#4 Browsers – Use this report to measure the performance of different web browsers which sent email traffic to your website:

tracking email campaign ga4 browsers report 1

#5 Countries – Use this report to determine the countries which sent email traffic to your website:

tracking email campaign ga4 countries report 1

#6 Conversions – Use this report to determine all the conversions generated by email traffic on your website:

tracking email campaign ga4 conversions report 1

#7 ECommerce – Use this report to measure the ecommerce performance of email traffic to your website:

tracking email campaign ga4 ecommerce report 1

#8 User Flow – Use this report to determine how the email traffic is using your website:

tracking email campaign ga4 user flow report

#9 Funnel – Use this report to determine how email traffic is converting on your website:

tracking email campaign ga4 funnel report

Follow the steps below to create all of the email tracking reports in GA4 in one go:

Step-1: Login to your GA4 property.

Step-2: Click on Explore from the left-hand side menu:

explore ga4 1

Step-3: Scroll down and navigate to the report named ‘Organic Search Traffic Analysis‘:

organic search traffic analysis exploration report 2

Note: If you do not already have this report, then stop reading this article and create this report first. We will use this report as a template to create a new report. Follow the instructions in this article: Organic Search Traffic Analysis in GA4 – Complete Guide.

Step-4: Click on the three dots menu and then click on the ‘Duplicate‘ option from the drop-down menu:

three dots menu

Step-5: Click on ‘Copy of Organic Search Traffic Analysis‘:

click on copy of organic search traffic analysis exploration report

Step-6: Rename the report to [Email Traffic Analysis]

email traffic analysis

Step-7: Hover your mouse over the ‘Organic Search‘ segment and then click on the three dots menu next to it:

three dots menu organic search segment

Step-8: Click on the ‘Edit‘ option from the drop-down menu:

edit organic search segment ga4

Step-9: Click on the ‘Edit Segment‘ button:

edit segment ga4

Step-10: Rename the segment to ‘Email Traffic‘:

rename the segment

Step-11: Click on the button ‘contains organic‘:

click 1

You should now see a screen like the one below:

contains organic

Step-12: Replace the text ‘organic‘ with ‘email‘ and then click on the ‘Apply‘ button:

replace organic with email

Step-13: Click on the ‘Save‘ button at the top right-hand side of your screen:

save email traffic segment ga4

You should now see your new segment listed under the ‘SEGMENTS’ column:

new segment ga4

Step-14: Hover your mouse over the dimensionFirst user source / medium‘ and then click on the cross button next to it to delete it from the canvas on the right:

delete dimension ga4

You should now see a screen like the one below:

without dimension

Step-15: Click on the + button next to ‘DIMENSIONS‘:

add dimension ga4

You should now see a screen like the one below:

select dimensions ga4 1

Step-16: Search for the ‘First user campaign’ dimension, click on the checkbox next to it and then click on the ‘Import’ button:

First user campaign dimension ga4

You should now see the new dimension listed under the ‘DIMENSIONS’ column:

new dimension listed ga4

Step-17: Double-click on the dimension ‘First user campaign’ so that it is automatically added to the ROWS section:

double click first user campaign

Step-18: Scroll the horizontal scroll bar on the canvas to the right until you see the ‘Views‘ column:

scroll on the canvas

Step-19: Click on the ‘Views’ column header:

click on column header

Step-19: Click on the ‘Views’ column header again:

click on column header 2

You should now see a screen like one below:

sorted table

Step-20: Scroll the horizontal scroll bar on the canvas all the way to the left. Your report will now look like the one below:

email traffic report ga4

That’s how you can create various reports to track email campaigns and traffic in GA4.

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