Google Analytics Overview
Mumara ONE connects your marketing email to your own Google Analytics 4 property, so the people who click your emails show up in the analytics you already use.
It works in two ways that complement each other. Most accounts need only the first. The second is an optional, advanced extra.
You manage both on the Google Analytics Integration page. Open it from Transactional → Google Analytics in the main menu.
The Google Analytics menu item sits under Transactional, next to Bridges, even though it applies to your marketing email.
1. UTM campaign tagging (recommended)
When your email is sent, Mumara ONE adds UTM parameters (utm_source, utm_medium, utm_campaign and, if you set them, utm_content and utm_term) to the links in it. When a recipient clicks through to your website, the Google Analytics tag already on your site reads those parameters and credits the visit, and any conversions or revenue, to your email campaign.
- No credentials needed. It works with the Google Analytics you already have on your website.
- Standard reports. Visits appear in GA4's Traffic acquisition report and can be grouped by campaign.
- Nothing extra on your website. The parameters are just part of the link.
- On by default. Unless you switch it off, links are tagged with
utm_source=email,utm_medium=emailandutm_campaignset to the campaign's name.
This is the best way to answer: how much website traffic, how many sign-ups and how many sales did this email bring in?
See Setup & UTM Tagging.
2. GA4 server events (optional, advanced)
Mumara ONE can also send email engagement directly to your GA4 property as custom events, using Google's Measurement Protocol:
| Event | Sent when |
|---|---|
email_sent | a message is sent from a broadcast, a trigger or a drip |
email_click | a recipient clicks a tracked link |
email_unsubscribe | a recipient unsubscribes |
email_bounce | a message bounces |
email_open | a recipient opens a message (off by default, see below) |
This needs a Measurement ID and an API secret from your GA4 data stream. It's for people who want email engagement recorded inside GA4 itself, for example to build funnels.
See GA4 Server Events.
Apple Mail Privacy Protection loads images in advance, which inflates open counts heavily. So that your analytics aren't distorted, open events are off by default. You can switch them on, with an optional filter for bot opens, but treat the numbers with caution.
What's covered
- Marketing email: broadcasts, evergreen campaigns, drips, and email sent by triggers and automations. Links are tagged in both the HTML and the plain-text version.
- Not covered: transactional email sent through Bridges.
Your data
No email addresses or other personal data are sent to Google. UTM parameters describe the campaign, not the recipient. Server events identify each recipient only by an anonymous ID that Mumara ONE generates, so that one contact's events are grouped together in GA4.
What you'll need
- For UTM tagging: the Google Analytics tag on your website. Nothing else.
- For GA4 server events: a Measurement ID (for example
G-XXXXXXXXXX) and an API secret, both from your GA4 web data stream.
Next steps
- Setup & UTM Tagging: set your account's UTM values and per-campaign overrides
- GA4 Server Events: send engagement to GA4 as custom events
- Worked Examples: prove which campaign drove your sales, and more