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Leat Help Center

Seeing the website visits and sales from an email in Google Analytics

Campaigns, recurring emails and automated emails can tag every link in the email for Google Analytics. Your contacts get the same email, and the links carry three extra tags, so Google Analytics can tell you which visits to your website, and which sales, came from that email.

Switching it on

  1. Open the campaign, recurring email or automated email, and go to the Information tab.
  2. In the Analytics section, click Edit and switch on Add Google Analytics tags to links.
  3. Leave Use the email’s name on to name the campaign after the email. To give it a different name, switch it off and fill in a UTM campaign name.
  4. Click Save changes.

Below the switches you see an example of what a link to your website will look like once the email goes out.

The three tags

Every link in the email gets these three:

  • utm_source=leat, which is how Google Analytics knows the visit came from us.
  • utm_medium=email, which puts the visit under email in Google Analytics.
  • utm_campaign= followed by the campaign name. With Use the email’s name on, it's the email's name in lowercase with dashes between the words: an email called "Summer sale 2026" becomes summer-sale-2026. Rename the email and the tag follows on the next send.

So a link to https://yourwebsite.com/ arrives as https://yourwebsite.com/?utm_source=leat&utm_medium=email&utm_campaign=summer-sale-2026.

Give each email its own name if you want to compare them. Two emails with the same campaign name show up as one campaign in Google Analytics.

Finding the results in Google Analytics

Google Analytics only sees visits to a website where your own Google Analytics is installed. In Google Analytics 4, go to Reports, then Acquisition, then Traffic acquisition, and change the table's dimension to Session source / medium to find leat / email, or to Session campaign to see each email by its campaign name.

What it doesn't change

  • Who receives the email, and what it looks like.
  • Our own statistics. Opens and clicks are recorded whether the switch is on or off, and the email's Statistics show each clicked link without the tags.

When Google Analytics shows nothing

  • The switch was off when the email went out. The tags are added at the moment of sending, so switching it on afterwards doesn't change an email that's already been sent. For a recurring or automated email, it applies to every email it sends from then on.
  • The link goes somewhere without your Google Analytics on it, such as a social media page or another shop.
  • You're looking for the wrong campaign name. The email's Information page shows the tags its links carry under Google Analytics.

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