Google Analytics integrations

Google Analytics integrations

Google Analytics helps you understand how users interact with your website—and when paired with Delivra, it provides insights into how email and SMS campaigns drive that engagement. Delivra currently offers two integrations with Google Analytics: Tracking Tags and Campaign Tracking (Commerce). These integrations are available to all customers on any license level, but configuration is currently only accessible in the Legacy platform.

Tracking Tags Integration

The Tracking Tags feature appends UTM parameters to your campaign links. These tags make it possible to view sent email and SMS traffic in your Google Analytics account.

Default UTM Parameters

When enabled, the following default parameters are automatically added to your campaign links:

  • utm_source=delivra

  • utm_medium=email (or sms for text messages)

  • utm_campaign = name of the Delivra campaign

  • utm_id = Delivra campaign ID

  • utm_term = tooltip text specified for the link

These tags enable Google Analytics to attribute website traffic and actions back to specific Delivra campaigns.

How to Enable Tracking Tags

  1. Go to Settings in your Delivra account.

  2. Select Account Management from the dropdown.

  3. Choose General Account Settings.

  4. Click Settings from the left menu.

  5. Scroll down to locate the Add Google Analytics Tracking Tags option.

  6. Check the box and click Save.

To disable, simply uncheck the same option and save again.

Note: Campaigns created before enabling this setting won’t automatically receive UTM parameters. To update them, reopen the campaign and click Save so tracking can be applied.

Using Custom UTM Tags

If you'd prefer to use your own UTM parameters:

  1. First, disable the default Google Analytics Tracking Tags as described above.

  2. Open your campaign.

  3. Edit any hyperlink (text, image, or button).

  4. Manually append your UTM parameters to the end of the URL.

Example:

http://www.google.com becomes
http://www.google.com?utm_source=YayEmail&utm_medium=EmailSendsFromDelivra&utm_campaign=product_update&utm_content=product_launch_feb_25_marketing&utm_term=ProductReleaseNotesPDF

Repeat this process for all applicable hyperlinks in your campaign.

Important Considerations

Not all clicks tracked in Delivra will appear exactly in Google Analytics. Here's why:

  • Some visitors use Incognito or have cookies disabled.

  • Redirects or JavaScript issues may prevent the GA script from firing.

  • GA scripts placed in the footer may load too late.

  • Incorrectly configured filters in GA can block traffic data.

Campaign Tracking (Commerce)

The Campaign Tracking (Commerce) integration allows Delivra to receive aggregate ecommerce data—such as revenue and purchases—from Google Analytics. This provides deeper insight into how your email campaigns contribute to conversions.

Key Features

  • Google Analytics campaign (not Delivra campaign) activity is matched back to mailings sent from Delivra.

  • Purchase, session, and conversion data are reported in your Campaign Reports.

  • These statistics are labeled clearly as “Commerce”.

Where You'll See This Data

  • Account Overview: Displays Commerce Statistics such as Sessions, Purchases, Revenue, and Conversion Rate (Purchases ÷ Sessions).

  • Mailing Overview: Includes a section labeled Commerce for campaigns linked to GA ecommerce data.

  • Tracking Statistics: Purchase and revenue metrics are marked as Commerce, making it easy to distinguish standard engagement from conversion outcomes.

Availability

This feature is available on all Delivra license levels. For more details on licensing and included features, visit Delivra Pricing.

Need Help?

If you have any questions or run into challenges setting up your Google Analytics integrations, feel free to reach out to our Support team at support@delivra.com. 

    • Related Articles

    • Shopify

      Integrating Shopify with Delivra allows you to harness valuable eCommerce data to drive more personalized and effective email marketing. Whether you're following up on abandoned carts or celebrating recent purchases, this integration makes your ...

    • Recommended platform integrators

      Delivra supports a variety of trusted platform integrators that make it easier to connect your email marketing data with the tools you use every day. These integrations help you synchronize contact information, campaign engagement, and other key data ...

    • SFTP

      SFTP, or Secure File Transfer Protocol, is used to transfer files between computers on a network. SFTP is a secure file transfer that uses encryption to provide a high level of security for sending and receiving file transfers. Delivra offers base ...

    • Integrating Delivra with Zapier

      Looking to connect Delivra with your favorite tools? Zapier makes it easy. Zapier is a third-party automation platform that links thousands of apps together—without needing to write a single line of code. With a Zapier integration, you can create ...

    • Social for campaigns

      Delivra’s social integration allows you to automatically share your email campaigns to connected social networks—like Facebook, Twitter, and LinkedIn—as soon as the campaign is sent. This is a handy way to extend the reach of your emails and engage ...