If your business is one that heavily relies on Email leads, setting up tracking for Email Link Clicks would certainly be a good idea. You should be able to know how many people come to your website and click on a link that opens up to your Email address. In this guide, we will show you a step-by-step tutorial on how to track Email Link Clicks in Google Analytics 4!
How to Track Email Link Clicks in Google Analytics 4 (GA4):
⚠️ Disclaimer: This guide will help you to set up a GA4 Event to track the number of people who click an Email button on your website. If your objective is to track the number on Email CAMPAIGN clicks INSIDE your emails, please scroll down and advise to the next section.
Before You Start (Prerequisites):
Ensure GA4 is installed on all your website pages
Ensure Google Tag Manager (GTM) is installed on all your website pages
Navigate to your Google Tag Manager container → Navigate to Variables
Click Configure (top-right-hand-side)
Enable ALL variables (including everything under "Clicks")
Save and publish your Google Tag Manager container
Setup your GA4 Event via Google Tag Manager:
Navigate to Google Tag Manager
Create a New Tag
Give your tag a descriptive name
Choose Google Analytics → Google Analytics: GA4 Event
Paste your GA4 Measurement ID - how to find your measurement ID:
Go to GA4 → Admin → Data Streams
Select your Data Stream
Copy the Measurement ID
Choose a name for your event (Example: "email_link_clicks"). This is how your event will show up in GA4 (avoid using spaces or special characters for your event name)
Click "Triggering"
Create a new trigger
Choose "Just Links" as the trigger type
Select "Some Link Clicks" (this lets you track specific email links)
Select "Click URL" from the dropdown
Choose either:
"Contains" + email address (example: info@company.com)
"Equals" + full mailto link (example: mailto:info@company.com)
Save your Tag
Submit and Publish your Google Tag Manager container
Test if your GA4 Event is working as expected:
Click Preview in Google Tag Manager (top-right-hand-side)
Visit your website through Tag Assistant
Click the email link you want to track
Check Tag Assistant to verify if:
Your tag appears under "Tags Fired"
The event details are correct
Allow up to 24 hours for data to appear in GA4
How to Track Email Campaign Clicks in Google Analytics 4, Traffic Acquisition Report:
📝 Important Note: This guide will help you to track the number on clicks INSIDE your emails - the number of people who opened your email and clicked on a link.
➡️ BEFORE your send your email → Navigate to Campaign URL Builder and set up UTM Tags for ALL the links inside your email, as per the following instrunctions:
Copy each link (one at a time) and paste it under the "website URL" box
Under either the campaign source or campiagn medium boxes, paste the word "email" (without the "")
Scroll down and copy your generated URL, it should look like the below example: https://xyzlab.com?utm_source=email&utm_medium=test
This is the URL you should use as the destination URL in your Email - you need to set it up BEFORE you send the email. Repeat the above proccess for all the links in your Email
Where to Find Email Campaign Data in GA4:
Navigate through these steps in your GA4 reports:
Open Traffic Acquisition Report
Check Session Default Channel Group
Look for "Email" category
View Session Source/Medium
Find: "email / [your medium name]"
Note: The medium name is what you set in Campaign Builder
Analyze Specific Sources
Under "Session source"
Will show "email" or your custom source name
Review Session Medium
Shows "email" or your custom medium name
These names come from your Campaign Builder settings
💡 Quick Tip: Your source/medium names will match what you set up in the Campaign URL Builder when creating your email links.
Frequently Asked Questions on Tracking Email Link Clicks in Google Analytics 4 (GA4)
What's the difference between tracking website email buttons and email campaign clicks?
Website email button tracking: Tracks when visitors click email links/buttons on your website using GA4 Events and GTM
Email campaign tracking: Tracks when people click links INSIDE your emails using UTM parameters
Do I need both GA4 and GTM to track email clicks on my website?
Yes, you need both tools:
GA4 to collect and display the data
GTM to set up and manage the tracking event
Both must be installed on all website pages
How do I name my GA4 events for email tracking?
Use simple, descriptive names
Always use underscores instead of spaces (e.g., "email_link_clicks")
Avoid special characters
Be consistent with your naming convention
How can I verify if my email click tracking is working?
Use Preview mode in GTM
Visit your website through Tag Assistant
Click the email link you want to track
Check Tag Assistant to verify:
Your tag shows under "Tags Fired"
Event details are correct
How do I track clicks inside my email campaigns?
Use Campaign URL Builder before sending emails
Add UTM tags to all links in your email
In GA4, you can check track traffic coming from your email campaigns under the Traffic Acquisition Report: → Session default channel group, under Email → Session source/medium, under email / (name you gave for medium) → Session source, under email or the name you assigned via the Campaign Builder
→ Session medium, under email or the name you assigned via the Campaign Builder
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