Google Analytics Integration

In this tutorial, we'll walk through how to track campaign performance using Google Analytics. We'll also learn how to set up Rejoiner’s built-in Google Analytics campaign tagging.

In This Article

Account Setup

Copy your Google Analytics 'Tracking ID' from within your Google Analytics account. This can be found under Admin > Property Settings:
Head back to your Rejoiner account and click Settings.
Paste your Tracking ID and activate the toggle under “Google Analytics”:

Campaign Tagging

Once campaign tagging is activated, Rejoiner will tag all clickable links in your email templates with  Google Analytics UTM parameters. We will also inject the Google Analytics event tracking pixel for measuring email opens.

The structure of the campaign tagging parameters are pre-defined:

Parameter Notes
utm_source rejoiner
utm_medium email
utm_campaign Campaign Name
Example: Cart Abandonment
utm_content Timing Interval
Example: 30 Minutes

utm_campaign and utm_content are dynamically generated depending on the campaign name and email trigger time.

The event tracking pixel follows similar tracking conventions related to campaigns and also employs two additional even tracking parameters:

  • event category: email
  • event action: open

Sessions vs. Users

Google Analytics provides conversion tracking reporting in two different ways: Session-based and User-based. It’s important to understand the difference between these two filters:

  • Session-based filtering captures sessions that originate from a specific campaign or email link. GA will only attribute conversions that result directly within a single session.
  • User-based filtering captures all sessions from users who arrived from a Rejoiner email in at least one of their sessions. A single user may have multiple sessions and GA will attribute all conversions where a Rejoiner email was part of the user’s path to purchase.

If you’d like to measure the ability of your Rejoiner campaigns to generate conversions directly from email clicks, session-based filtering may be more relevant. But if you are interested in the people who interacted with a Rejoiner campaign and then convert in a session where Rejoiner email was at least one touchpoint, user-based filtering is the correct choice.

Advanced Segments

The most powerful way to measure user-based conversion is to use an  Advanced Segment. Advanced segments can be applied to any of your existing reports in Google Analytics. Here’s an example of how an Advanced Segment can be applied to your Ecommerce conversion report:

  1. Install the Rejoiner Advanced Segment in your Google Analytics account.
  2. Navigate to Conversions > Ecommerce > Overview:
  3. Apply the Rejoiner Advanced Segment to your Ecommerce Report:
  4. You now have a User-based filter to see how much revenue is being generated by customers who interact with Rejoiner campaigns along the path to purchase:

Custom Reports

A convenient way to measure session-based conversion for your Rejoiner campaigns is to build a custom report inside of your Google Analytics account:

These reports enable you to track aggregated session-based revenue metrics, campaign and individual email level revenue, email open frequency, and opens by device:


Why does Google Analytics show lower revenue totals than the Rejoiner dashboard?

  • Last Interaction Attribution - Google Analytics uses last interaction attribution by default. This model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. This means that your GA reporting will only attribute revenue to your Rejoiner campaign where a user clicking an email was the last marketing interaction prior to conversion. This doesn't tell the complete story, as email marketing can influence purchase behavior in ways that last click doesn't capture.

    This is where your Rejoiner dashboard comes in. Rejoiner attribution is engagement + time-based. This means that when a user opens or clicks on a Rejoiner email and converts within a set period of time (usually 30 days), we attribute that order to the campaign on your dashboard. This approach to attribution gives a complete picture of how your email campaigns are influencing purchase behavior.
  • Sampling Error - If you’re using the free version of Google Analytics, your reporting may be using statistical sampling to generate reports. This means that Google is only using a percentage of your traffic to estimate what the data looks like across your entire traffic dataset. Depending on how much traffic your site is doing, you may be able to adjust the precision with which Google calculates your metrics:

    Even at the highest available level of precision, Google Analytics could still be using only ~60% of your unsampled data to generate reports. This is a common reason that there is variance between our reporting and GA.

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