How to Tag your MailChimp Links in Google Analytics

tracking footprints

By tagging your MailChimp Links for Google Analytics, you’ll get information about how many people click on the links in your email, and how they behave once they arrive at your website.

This article will show you how to set up Google Analytics link tracking in your MailChimp account.

First, let’s cover why it’s important to tag your links

By tagging your links for Google Analytics, the source and medium of traffic to your website will be tracked correctly. Here I’ll show you how to generically tag all links that you include in a MailChimp email so that they are tracked with your MailChimp list name as the source and “email” as the medium.

You can also take your link tagging to the next level by using Google’s URL Builder to create a custom link to track the clicks from each unique link in your email campaign. The URL Builder is particularly useful if you want to uniquely identify the web traffic that you get from all the different aspects of your marketing campaigns, for example if your marketing mix includes email campaigns, paid ads, sponsored posts, social media sharing etc.

Find out more about the URL Builder.

Next, Log in to your MailChimp Account

Once you’re logged in, go to Campaigns on the left, and select the Campaign where you would like to tag the links.

Within the Campaign, select Set Up.

MailChimp Settings



Then select the Tracking drop down

Tracking options in MailChimp


Check the box for “Google Analytics link tracking”

Google Analytics link tracking in MailChimp


Then, log in to your Google Analytics account

You’ll need to wait until you’ve sent a MailChimp email in order to find out if your traffic is tracking correctly.

Go to Acquisition on the left hand links, and select the third option, “All Traffic”.

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On the All Traffic page, you’ll be able to see all your different traffic sources and mediums.

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The example above from my Click-Winning Content website shows that click-throughs from my MailChimp subscribers were the third biggest source of traffic for the time period I was looking at (this is the traffic source and medium on line 3. Click Tips Recipients / email)

You’ll also be able to view the Bounce Rate, Pages per Visit and Average Visit Duration for your email Subscribers that clicked through to your website. And if you have Google Analytics Goals set up, you’ll be able to see how effectively your MailChimp web traffic converts to achieving your Goals.

A final tip

Tagging links in MailChimp is done at Campaign level rather than Account level, so every time you set up a new Campaign, you’ll need to select the options to tag your links.

Want to find out more about using your Google Analytics data to improve your website and business results?

Check out the FREE Google Analytics 101 Video Series.

Each video only lasts a few minutes, so you can watch them while you’re having a coffee break and gradually build up your knowledge.


“Image courtesy of foto76 /”