Ashley Agee

How To Use the Google URL Builder to Tag Email Links

Est. Reading Time: 4 minutes

Since so many of our clients are sending out emails and wanting to track the performance of them, I thought I would put together a short “How To” on using the Google URL Builder.

So let me begin with saying, EVERY link in your email should be tagged so you can see which links people clicked on and came to your website. So let’s get started on the tool. Use the image shown below as a reference for each step.

Email Example

Google URL Builder

Begin with Step 1 in the image above and paste in the Website address your sending people too. Since we want to track visits to your site, this link should be your website address, not someone else s. As you can see above I used

For Step 2, you’ll want to fill in Source, Medium, Content, and Campaign Name. Each of these fields will correlate to a report in Google Analytics.

      • Source – This should be the name of the Email. As you can see above, I used “My Lunatic Life Book” as the source since this email is about that particular book.
      • Medium – Since we’re talking about an email the medium is “email.” This will change depending on what the campaign is your putting together. If the campaign is a banner on another site then the medium is “banner”, basically this refers to how the person is getting to your site.
      • Content – Content should be used when your tracking more then 1 link in 1 source. Since I’m using an email as an example, content would refer to every place clickable in the email. So if you have banners, text links, images, etc. As you can see from the example above I used “Book Image.”
      • Campaign Name – Here I used “Nook Daily Find Emails” as awhole instead of doing a campaign for each product. This way we can look in GA and see how these emails did as a whole and then dig deeper by Source to see which product (since I used book title) generated the most visits.


For Step 3, click on generate URL and then copy the new URL shown in the box.

So now let’s fast forward and say you’ve sent out the email and people are coming to the site after clicking on the links. Well here’s what you would see in Google Analytics.

Campaigns Example in GA

(NOTE: The above is just an example and not actual figures from Barnes and Nobles.)

Looking at the image above, you can see the campaign and beside it the source. Looking at this we can determine two emails were sent out that generated visits to the site, for the Nook Daily Find Emails. We can see My Lunatic life generated the most visits followed by Hunger Games Book 1. Now let’s dig a little deeper and just look at My Lunatic Life to see what most of the visitors clicked on to come to the site.

URL Builder Breakout in GA

(NOTE: The above is just an example and not actual figures from Barnes and Nobles.)

Looking at the image above, you can see we’re only seeing data for the My Lunatic Life Book and what links were clicked on. This information let’s you know what drew people’s attention and got them to click and come to the site. As you can see, Buy Now button had the most appeal followed by the Book Image. This information is helpful for sending out future emails and deciding what content to use and not use based off of visits generated.

That sums up my lesson on How To Use the Google URL Builder to Tag Email Links. Hopefully you found this helpful and will be able to reference it when tagging URL links in the future. If you have any questions, please feel free to leave them in the comment section below and I’ll be sure to answer them as quickly as possible.

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