Track clicked links with your own analytics tool

Use your own analytics tools to follow your subscribers' complete journey from your email through to their final destination on your website, to see how your emails influence behavior, purchases, conversions or otherwise.

With our advanced analytics feature you can add your own tracking tags to URLs from analytics suites such as Adobe Marketing Cloud, IBM Customer analytics, Webtrends, KISSmetrics and more. You can also use this feature to customize your own Google Analytics tracking links if our standard settings don't suit your needs.

NOTE: This feature is only available on the premier monthly plan, and works in campaigns and automation.

Create the query string

To track your email links with an external analytics tool, you will need to put together a query string. A query string is added after a URL, begins with a ?, and consists of parameters and their values, separated by a &. For example:

The above example contains:

  • the original URL
  • a question mark, indicating the beginning of query string
  • the utm_medium parameter, with the value "email"
  • the utm_campaign parameter, with the value "November+2016+newsletter"
  • the utm_source parameter, with the value "Email+Marketing+Software".

Using parameters like these, when a subscriber clicks on a link your analytics tool can help to determine subscriber behavior, and more accurately segment your audience so you can adjust your marketing strategy.

What parameters you use, their values, and how the query string is constructed will depend entirely on how your analytics tool is configured, and what your marketing goals are.


You can include variables in your query string that will be automatically swapped out at send time for specific campaign information.

Three variables are available to use:

  • [campaign_name] — This will be substituted with the name you give the email campaign (not the email subject line).
  • [campaign_id] — This will be substituted with a 20 character unique identifier for the campaign, that is used with our API.
  • [link_term] — This will be substituted with either the linked text that your subscriber clicks in the email, or the alt tag for linked images. If neither is found, [link_term] is replaced with "undefined" at send time.

Setting up advanced analytics tracking

After you have created your query string as required by your analytics tool, to add it to all links in your campaign:

  1. Click Clients in the top navigation, then select a client.
  2. Click Client settings near the top right.
  3. In the right sidebar, click Analytics tracking settings.
  4. Click Enable Advanced Analytics.
  5. Add the query string to the "" field. You do not need to include the ?.
  6. Click Save analytics settings.

NOTE: If you have enabled the standard Google Analytics feature as well, its parameters will be added to links first, followed by your custom parameters.

Refresh existing emails to enable tracking

While new campaigns will be tagged automatically with new query strings, old campaigns will need to be refreshed to update the tags. Read more about refreshing existing emails.