Worked Examples

Three practical things people want from the Google Analytics integration, and one advanced one. Each assumes you know where the settings are. If you don't, see Setup & UTM Tagging.

1. Prove how much revenue a campaign made

Sooner or later every email programme has to answer: did this campaign actually make money? Opens and clicks won't tell you. Revenue in your own analytics will.

What you need first

• The Google Analytics tag on your website. Mumara ONE doesn't put it there. It labels your links so that the tag you already have can credit the visit.
• Ecommerce tracking or a key event (GA4's name for a conversion) set up on your site, if you want revenue rather than just sessions.

Step 1: Check your account's values

Open Transactional → Google Analytics. Make sure Enable Google Analytics and Tag links with UTM parameters are on, with these values:

Field	Value
Campaign Source (utm_source)	email
Campaign Medium (utm_medium)	email
Campaign Name (utm_campaign)	{{campaign_name}}

These are the defaults. The {{campaign_name}} token fills itself in for each send, so every campaign is labelled with its own name without you coming back to this page.

Use Preview tagged URL to paste one of your real links and check the result before you save.

Step 2: Send the campaign

Schedule the broadcast as usual. The Campaign Name you give it on the schedule form is what {{campaign_name}} becomes, so choose a name you'll recognise in GA4. Tagging happens at send time, on each link's real destination, whether or not click tracking is on.

Say the Campaign Name is Summer Sale 2026 and the email links to https://shop.example.com/sale. Recipients get:

https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=Summer%20Sale%202026

Step 3: Read the result in GA4

1. In Google Analytics, go to Reports → Acquisition → Traffic acquisition.
2. Change the dimension of the first column to Session campaign.
3. Find Summer Sale 2026 in the list.

That row shows the sessions the campaign brought in and, if your site has ecommerce or key events set up, the conversions and revenue next to them.

Give it a day

GA4 usually takes 24 to 48 hours to finish processing its standard reports. To check that tagging works right now, use Realtime instead: click a link in the email yourself and watch the session appear with your campaign name.

Step 4: Make it a habit

Once it's set up, this keeps working for every broadcast, evergreen campaign, drip, trigger and automation email. A month later, group by Session campaign over a date range and rank every email you sent by the revenue it brought in.

2. Settle which call to action works

Most newsletters put the same link in more than one place: a big button near the top and a text link at the bottom. Which one earns its place?

utm_content tells apart links that go to the same page from the same email, which campaign tagging alone can't.

How to set it up

A Campaign Content value, on your account or in a campaign's Google Analytics (UTM) override, applies the same label to every link in the email. To label two links in one email differently, tag them yourself when you build the email, with all the UTM parameters:

https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=summer-sale&utm_content=header_button
https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=summer-sale&utm_content=footer_link

Include every parameter

Mumara ONE leaves any link that already contains a utm_ parameter exactly as it is, and doesn't add the others. If a link carried only utm_content, GA4 wouldn't know its source, medium or campaign. The other links in the email are still tagged automatically.

Read the result

In GA4, open Reports → Acquisition → Traffic acquisition, change the dimension to Session manual ad content, and compare header_button with footer_link.

The answer isn't always the obvious one. The header button usually wins on clicks, but the footer link sometimes wins on conversion rate, because people who read to the bottom were more committed. Judge it on conversions, not sessions.

3. Compare two campaigns fairly

You're testing something, such as a subject line, a send time or two different offers, and you want to know which brought in more business, not which got more opens.

Give each variant its own campaign name, so GA4 keeps them apart:

1. When you schedule the first campaign, switch on Google Analytics (UTM) below Track Clicks and set utm_campaign to spring-test-a.
2. Do the same for the second, with spring-test-b.
3. Send both.
4. In Traffic acquisition, grouped by Session campaign, the two appear as separate rows.

Compare their conversions and revenue side by side.

Why override rather than rename

You could just give each campaign a different Campaign Name and let {{campaign_name}} do the work. The override is better when you want analytics names that differ from the names your team uses: short, consistent, lower-case labels make much tidier GA4 reports than Spring Test (final v3 APPROVED).

4. Build an engagement funnel in GA4 (advanced)

This one needs GA4 Server Events, and it's optional: the first three examples cover what most accounts want.

With server events on, GA4 receives email_sent, email_click, email_unsubscribe and email_bounce as custom events. You can chain them with what happens on your website:

1. In GA4, go to Explore and create a Funnel exploration.
2. Add the steps in order: email_sent, then email_click, then your purchase or sign-up event.
3. Choose a date range that covers the campaign.

The result shows the drop-off at each stage: how many recipients clicked, and how many of those went on to buy.

Custom events don't appear in standard reports on their own

GA4's standard reports don't show email_sent and the other email events until you build an Exploration over them or mark one as a key event. If you've confirmed the events arrive but the standard reports look empty, this is usually why. It isn't a delivery problem.

Leave opens out of the funnel

Open events are off by default because Apple Mail Privacy Protection loads images in advance and inflates opens heavily. A funnel that starts with opens badly overstates its top. Start at email_click.

When the data doesn't show up

Attribution problems are nearly always one of these, roughly in this order:

Symptom	Likely cause
Nothing in Traffic acquisition yet	GA4 is still processing. Allow 24 to 48 hours, or check Realtime for an immediate signal.
Realtime shows nothing when you click your own link	The Google Analytics tag isn't firing on the landing page. Check the tag on your website; it isn't set in Mumara ONE.
Sessions appear, but as (direct)	The link lost its parameters on the way, usually because a redirect on your side drops the query string.
Links in the email aren't tagged	Enable Google Analytics or Tag links with UTM parameters is off, or the link already contained a utm_ parameter.
Server events arrive, but standard reports are empty	Custom events need an Exploration or a key event. See the warning above.
Events disappeared after testing	Debug mode is still on. Debug traffic is left out of standard reports, so switch it off.
Unsubscribe clicks aren't tagged	That's deliberate. Unsubscribe and other system links are never tagged, so system traffic doesn't distort your analytics.

Next steps

• Setup & UTM Tagging: every field explained
• GA4 Server Events: the advanced part, including Debug mode
• Google Analytics Overview: how the two methods differ