The Listrak platform provides several web analytics tracking methods so it is easy to report on the performance of your email messages regardless of the web analytics service platform you use.

⚠️ First, you will need to enable any of the applicable analytics sources on the List Settings page. To configure the analytics for an email navigate to Authoring > select a New Message or a Saved Message > scroll to the Analytics Integration section. Learn more on how to enable them by reading the Web Analytics Integration article.

Setting the parameters in the email authoring page

Example of the analytics integration settings section in the email authoring page on a list that has Google Analytics, Listrak Conversion Analytics, Custom URL Variables, and the External Analytics enabled.


Google Analytics

Google Analytics uses UTM parameters (a string of text added to the end of the website link) to give marketers the ability to track details about an email, to better understand what a subscriber does when they click in the email, and to see what type of content performs better.

Google parameters that can be appended to an email:

  • Source: The source from where the email was sent from.

  • Medium: Defines how (the channel) the subscriber got to your website.

  • Term: The link's title tag that is applied in the email message body.

  • Campaign Name: Used to group emails by a topic, theme, purpose, etc.

  • Campaign Content: Used to differentiate similar content within a campaign.

Setting the parameters

  • The campaign Source and Medium are required to send an email from the platform. These parameters are set on the List Settings Page because they are intended to be the same parameters for every message sent from a list.

  • The Term parameters (not required) are based on the link title tags within the email body.

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  • The Campaign Name and Campaign Content are not required but are recommended to add as they provide better insight into the performance of a specific email.

⚠️ The Campaign Name will use the subject line if left blank. Special characters in the subject line may cause issues with your tracking. It is recommended to set a campaign name to avoid this issue.

Example 1: Setting all the Google UTM parameters

  • Source: listrak

  • Medium: email

  • Term (link's title tag): SNEAK A PEEK

  • Campaign Name: New Arrivals

  • Campaign Content: Spring Message 1

URL example:

Example 2: Setting only the required UTM parameters

  • Source (n/a field cannot be blank): listrak

  • Medium (n/a field cannot be blank): email

  • Term (link's title tag): Value left blank - will use the full URL of the clicked link

  • Campaign Name: Value left blank - will use the subject line as the value

  • Campaign Content: Value left blank - the utm_content will just not display

URL example:

💡 A few things to note:

  • The above URL examples highlight only the Google parameters, the actual URL will contain all parameters set in the platform.

  • Google replaces any space with a plus sign (+).

  • The format of the UTM parameter matters because Google will track them differently.

    • For example: 'Holiday Sale' will be tracked separately from 'holiday sale'.



Listrak Conversion Analytics

Setting the Listrak conversion analytics parameters offers you a way to group messages together that share the same theme, purpose, etc. when reviewing an email's conversion metrics on the Listrak Conversion Dashboard.

Listrak parameters

  • Campaign Type: Used to determine which email type the revenue is attributed to once a customer converts after clicking through a Listrak email.

  • Campaign Name: Used to group emails by a topic, theme, purpose, etc.

  • Version: Use to differentiate similar content within a campaign.

Setting the parameters

  • The Campaign Type is applied by selecting the campaign name from a preset selection of message types. The default type is set to Marketing/Other Campaigns because these are the most common type of messages created.

    • Newsletter and Sale/Special Event types can also be used for your email broadcast campaigns.

    • A Campaign Type value will be appended to each link with the parameter trk_module=campaign type value except for the Marketing/Other Campaign option in which no parameter or value will be appended.

  • The Campaign Name and Version are not required but are recommended to add as they provide better insight into the performance of a specific email in the Listrak Conversion Dashboard.

Example 1: Setting all the Listrak parameters

  • Campaign Type: (n/a field cannot be blank): Marketing/Other Campaigns

  • Campaign Name: New Arrivals

  • Version: Spring Message 1

URL example:

Conversion Dashboard example:

Example 2: Setting all the Listrak parameters

  • Campaign Type: (n/a field cannot be blank): Sale/Special Event

  • Campaign Name: Flash Sales

  • Version: September FS Message 1

URL example:

Conversion Dashboard example:

Example 3: Setting only the required Listrak parameters

  • Campaign Type: (n/a field cannot be blank): Marketing/Other Campaigns

  • Campaign Name: Value left blank - will use Campaign: Not Set as the value on dashboard

  • Version: Value left blank - will use Version: Not Set as the value on the dashboard

URL example:

Conversion Dashboard example:

💡 A couple things to note:

  • The above URL examples highlight only the Listrak parameters, the actual URL will contain all parameters set in the platform.

  • Unlike the Google UTM parameters, the Listrak parameters do not get appended to the links in an email.

If you do not see the option to enable tracking, contact your Account Manager or Listrak Support at support@listrak.com.

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