Mastering Mailchimp: How to Integrate with Google Analytics for Improved Marketing Automation

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In today’s digital age, it’s all about leveraging the right tools to optimize your marketing efforts. One such potent combination is integrating Mailchimp with Google Analytics. This powerful duo can significantly enhance your marketing automation, giving you a competitive edge.

Mailchimp, a leading email marketing platform, and Google Analytics, a comprehensive web analytics service, when combined, can provide valuable insights into your marketing campaigns. They help track the performance of your email campaigns, understand user behavior, and fine-tune your strategies for better results.

In the following sections, I’ll guide you through the process of integrating these two platforms. Whether you’re a seasoned marketer or a beginner, you’ll find this guide helpful in making the most out of your marketing automation. So, let’s dive in and explore how to harness the power of Mailchimp and Google Analytics together.

Why integrate Mailchimp with Google Analytics?

When it comes to marketing, data is your magic wand. With accurate data, you can make informed decisions that can drastically improve your marketing campaign’s performance. That’s exactly where our heroes, Mailchimp and Google Analytics come into play. Individually, these platforms are powerful but when you integrate them, they’re an unbeatable force.

Primarily, Mailchimp is a widely-used email marketing platform that lets you create, send, and analyze promotional emails. It’s pretty great, but it doesn’t give you the complete picture about how recipients interact with your emails after clicking through to your site.

Google Analytics, on the other hand, gives insights into what users do once they arrive on your website – how much time they spend there, which pages they visit, and what kind of content leads to conversions.

When you combine these two, you get a full, data-driven view of your customer’s journey. This integrated overview lets you know — down to the individual user level — what email content drives traffic to your site and what content turns that traffic into conversions.

One clear advantage is improved email campaign performance. When you’re operating blindly, it’s easy for campaigns to miss the mark. But by integrating Mailchimp with Google Analytics, you can understand what kind of content tucked inside your emails sends readers flocking to your website.

Then there’s the benefit of fine-tuning your targeting efforts. With integration, you can identify which emails led to increased website activity and, in turn, use this data to send targeted messages to readers. It’s a way to streamline and personalize user experience.

Step 1: Setting up your Mailchimp account

To begin the process of Mailchimp and Google Analytics integration, you need to have an active Mailchimp account. If you’re new to Mailchimp, don’t worry! I’ll guide you through the simple process of getting set up.

Firstly, you’ll want to visit Mailchimp’s website and click on the ‘Sign Up’ button. Enter your email, create a username, and choose a password. Soon after, you’ll receive a confirmation email with a link to verify your account.

After confirming your account, you’ll get access to the Dashboard. It’s the integral part of Mailchimp that displays an overview of your email campaigns, audience growth, and performance metrics.

Next, set up an ’Audience’. This is where you’ll manage and store your contacts. Navigate to the ’Audiences’ tab and click on ’Create Audience’. Fill in the details and save.

This next part is a crucial step in optimizing your marketing efforts: Establishing your email campaign. For this, navigate to the ’Campaigns’ tab. Here, you’ll be able to create various types of campaigns such as regular emails, automated emails, ad campaigns, and landing pages tailored to your business needs.

Once the campaign’s created, now you are all set to create engaging content by choosing from a vast selection of templates or by customizing your own.

Up to this point, you should have a functional Mailchimp account with at least one audience and one campaign.

Next, we’ll delve deeper into the full integration with Google Analytics to gain those valuable insights we’re after. Remember, these initial steps set the stage for successful data-driven marketing.

Step 2: Connecting Mailchimp to Google Analytics

After setting up a Mailchimp account, the next essential step is integrating it with Google Analytics. It’s a simple process that amplifies your marketing automation capabilities. You’ll be able to track and understand customer behavior, leading to more effective campaigns.

First, you’ll need to log into your Mailchimp account. Once you’re in the dashboard, hit the drop-down menu in the upper right corner and click ‘Account’. From there, navigate to the ‘Integrations’ tab. Here, you’ll see an array of integrations available for your perusal. Scroll down to find Google Analytics – it’s one you’ll certainly want to connect.

Click on ‘Google Analytics’ and find a box labeled ‘Enter your tracking ID’. This is where you’ll be inputting a specific code that connects your Mailchimp to Google Analytics. So where do you find this tracking ID? If you’ve set up Google Analytics before, it won’t be too difficult.

Head into your Google Analytics account and proceed to Admin settings. Locate the ‘Property Settings’ under the ‘Property’ column. Once inside, you’ll see a series of information detailing your website tracking. At the top you’ll see your tracking ID, a string starting with ‘UA’. That’s what you’ll need.

Take note of this ID and return to your Mailchimp account. Input that ID into the box and click ‘Save’. Voila! Your Mailchimp account is now connected to your Google Analytics.

Let’s take a moment to recap. I’ve laid out the steps in a concise list for quick reference:

  1. Log into Mailchimp and navigate to Account > Integrations.
  2. Find and click on Google Analytics.
  3. Enter your Google Analytics tracking ID and save changes.

It’s important that the ID is correct as it’s the link between the two platforms. Connecting them hasn’t been an easy task for most, but with these steps, it’s straightforward. Now, you’re well on your way to unravelling the vast capabilities of data-driven marketing.

Step 3: Tracking email campaigns in Google Analytics

So you’ve got your Mailchimp account connected to Google Analytics. Great job! But now you might be asking, “What’s the next step?”

Simply linking these platforms won’t necessarily yield results. You’ll need to take a more proactive stance. Understanding customer behavior and tracking it meticulously is what’s going to distinguish your campaign from the sea of mediocre marketing attempts.

Let’s dive into how to track your email campaigns.

The first thing you’ll need to do is create a custom URL for your email campaign. Google Analytics can track this URL and give you insights about how your users interact with it. Within Google Analytics, use the URL builder to add campaign parameters to your website link. Plenty of guides are available online to help with this process, but here are the basic steps:

  • Navigate to the “Campaign URL Builder” on Google Analytics.
  • Insert your website URL.
  • Add the “Campaign Source” as “Mailchimp”.
  • For “Campaign Medium”, enter “email”.
  • In the “Campaign Name” field, type in the name of your specific campaign.

After this, you’ll have a unique URL that you can use in your email campaigns.

Implementing this strategy empowers you to understand user interaction, attributing these to your specific email campaigns, and optimizing your content accordingly.

The objective is to better understand your customers and what actions they’re taking after viewing your emails. What pages are they visiting and for how long? Are they taking the desired actions? Are your emails leading to conversions? By truly understanding these dynamics, you can take data-driven action and skyrocket your marketing effectiveness.

This fine-tuning is what takes marketing campaigns from generic to game-changer.

Next up is Step 4: Utilizing Mailchimp’s powerful email analytics. This will help us further delve into our customers’ behavior, ensuring every pulse of your campaign is beating with purpose.

But that’s a chat for the next section. Be ready, because this is where marketing meets magic.

Step 4: Analyzing email campaign data in Google Analytics

Now that you’ve set up your account and integrated Mailchimp with Google Analytics, it’s time to dive into the world of data analysis. By now, you should have a solid understanding of why tracking your email campaigns is critical to your marketing efforts. Remember: it’s all about data-driven decisions that increase your marketing effectiveness.

Google Analytics offers in-depth insights on user interaction within your emails. But understanding the data and utilizing it for future campaigns can be overwhelming if you’re new to the platform. Don’t worry—I’m here to help!

You can access your email campaign data by navigating to your Google Analytics dashboard and selecting the ‘Acquisition’ tab followed by the ‘Campaigns’ option. An important report within this section is the ‘All Campaigns’ report. It’ll reveal the performance of all your campaigns in one snapshot.

Be sure to pay attention to key metrics such as bounce rate, average session duration, and conversion rate. Here’s a little breakdown of what these terms mean:

  • Bounce Rate: The percentage of single-page visits or sessions where the person left your site from the entrance (landing) page.
  • Average Session Duration: The average length of a session.
  • Conversion Rate: The percentage of email recipients who clicked on a link within an email and completed a desired action.

I think it’d be handy to visualize these statistics. Here’s a sample table:

Bounce Rate% of single-page visits
Avg. Session DurationAverage length of a session
Conversion Rate% of successful actions from email clicks

Understanding these metrics will help you gauge campaign performance, optimize content, and inform your future email marketing efforts. After all, the goal here isn’t just to understand customer behavior—it’s to make smart, data-driven decisions that push your business forward.


So there you have it. Integrating Mailchimp with Google Analytics isn’t just a fancy tech trick. It’s a game-changer for your marketing automation strategy. By tracking and understanding customer behavior, you’re no longer shooting in the dark. You’re making data-driven decisions that optimize your content and boost your campaign performance. Remember, it’s all about understanding your customers. The more you know about their actions after viewing your emails, the better your chances of driving meaningful engagement. With key metrics like bounce rate, average session duration, and conversion rate at your fingertips, you’re well-equipped to push your business forward. So don’t wait. Start integrating Mailchimp with Google Analytics today and see the difference it makes in your marketing efforts.

Frequently Asked Questions

1. What’s the next step after setting up a Mailchimp account?

After setting up a Mailchimp account, the next step is integrating it with Google Analytics. This enables tracking and understanding the behavior of your customers, subsequently leading to more effective campaigns.

2. How do I track email campaigns in Google Analytics?

To track email campaigns in Google Analytics, create a custom URL for the campaign. This will enable you to track user interaction and optimize your content accordingly.

3. What’s the objective of tracking customer actions with Google Analytics?

The main objective is to better understand your customers and their actions after viewing your emails. This understanding will lead to data-driven actions and increased marketing effectiveness.

4. How can I analyze email campaign data in Google Analytics?

You can access and analyze email campaign data in Google Analytics by focusing on key metrics such as bounce rate, average session duration, and conversion rate.

5. Why is understanding campaign metrics important?

Understanding campaign metrics is vital in gauging your campaign’s performance and optimizing its content. This knowledge will inform your future email marketing efforts and help you make smart, data-driven decisions for your business.

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