Module 5 — Lesson 29

Tracking tags are a piece of code that’s added to the end of a website URL to provide more in-depth analytics about web traffic and user behavior. Tracking tags are sometimes referred to as UTM codes.

Why are they important?

Tracking tags help you understand where your subscribers are coming from and how they interact with your website.

Data from your tracking tags help you make more informed decisions when marketing your newsletter.

There are three main parts of your Tracking Tag

1. UTM Source — Where people are coming from (Facebook,

2. UTM Medium — What type of traffic (CPC, email, referral, paid, etc.)

3. UTM Campaign — Name of your campaign (Facebook Ads)

If you don’t use Tracking Tags, traffic will come through your dashboard as ‘direct none’ which means you only know they went to your website and subscribed.

Event Tracking

To set up subscriber sign-up tracking with Google Analytics, I’m going to pass you off to our now mutual friend, EJ:

Additional Resources

• What are tracking pixels?

• Analytics for Newsletters 101

• How do I set up tracking pixels?

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