Tracking Marketing Emails in Google Analytics

michaelnewman — Tue, 29 Apr 2025 21:41:21 GMT

I don't see an answer for this in the community regarding GA4 so here is what I learned. To track individual emails in Google Analytics 4 using the default tags Hubspot provides, you need to set up a custom report in GA4 Explorations.

The email tag "utm_content" is the ID number of the published email so you definitely need that parameter in your GA4 report. (See below.)

You can cross reference the ID number in your GA4 reports to the actual email ID by going into campaigns and then clicking on "Marketing Emails." Then you click on a specific email then click on "details" to find the ID of that email.

Because the email ID which is "utm_content=[internal HubSpot ID]" is at this level you have to add an additional parameter into your custom GA4 report in Explorations.

Not elegant, but at least it works. There are probably other ways to do this too but I like having a custom report I can go to quickly. I understand I could manually tag all the emails myself but that's just one more thing to deal with regarding content management.

Default tags for email campaigns:
utm_medium=email
utm_source=hs_email (this is used for regular emails, blog and RSS emails and feedback survey emails)
utm_source=hs_automation (this is used for automated emails sent in workflows)
utm_content=[internal HubSpot ID]
utm_campaign=[campaign name]

Here is the setup in a GA4 exploration.

Re: Tracking Marketing Emails in Google Analytics

DianaGomez — Wed, 30 Apr 2025 08:35:09 GMT

Hi @michaelnewman,

Thank you so much for sharing!

Best,

Diana

Re: Tracking Marketing Emails in Google Analytics

TomM2 — Wed, 30 Apr 2025 08:40:40 GMT

Very interesting, thanks for sharing @michaelnewman !

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Tracking Marketing Emails in Google Analytics

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