Google Analytics Connection

Google Analytics is a free digital analytics tool that you can use to better understand how customers interact with your site and make purchase decisions. Once you connect Google Analytics with Bronto, Bronto will pass embedded UTM parameters to Google Analytics when your customers click a link within an email. Google Analytics data can help you better understand how to effectively appeal to customers on your Bronto lists and segments.

Note: This Bronto connection requires Google Analytics to be configured and running on your website.

Data is sent to Google Analytics when a customer clicks a link within an email. Using Google Analytics' reporting tools, you can create reports to better understand the behavior of customers who came to your site by clicking an email link. Within Google Analytics, site visitor data can be sliced and diced at deeper levels and can be used to fine-tune your marketing efforts. For more information about Google Analytics, visit

When you enable the Google Analytics connection, UTM tracking parameters are added to links within your emails. UTM parameters provide information about your marketing efforts with every click, which allows Google Analytics to track and deliver analytics information to you. If you have set Google Analytics to only track specific domains, the parameters will only be added for links that include those domains.

Parameters are added to the end of a URL after Bronto logs the click and redirects your contact to their destination. You will not be able to see Google Analytics parameters when previewing a message. The difference in the a link with and without tracking parameters is illustrated below:

Non-tracked URL:

Tracked URL: 
Warning: If the URLs in your messages contain parameters that are the same as the parameters being added by the Google Analytics integration, we will NOT replace the existing parameters with the Google Analytics parameters. This could potentially break the existing functionality of the links, so please be mindful of the parameters being added via the Google Analytics integration and the parameters that already exist in your URLs.

Bronto will include the utm_source, utm_medium, utm_term, utm_content, and utm_campaign parameters by default. You can verify that Google Analytics integration is working by creating an external link in a message, doing a test send of the message, and then clicking a link in the message using your email client.

Bronto automatically sets three UTM parameters. These cannot be overridden:

  • utm_source: Set to bronto unless you have a Multi-Brand account. If you have a Multi-Brand account, your utm_source value will be bm23. Google Analytics uses utm_source to identify the referring source of web traffic.
  • utm_medium: Set to email. Google Analytics uses utm_medium to identify a marketing or advertising medium (banner, email, web, etc.).
  • utm_term: Bronto sets the utm_term to the link that was clicked within the message. The utm_term is either the title or URL associated with the link the contact clicked in the message to access your site. If an image is a link, the image alt text might also be used. Google Analytics uses utm_term to identify paid search keywords used to access your site.

Two parameters can be configured within Bronto:

  • utm_content: Google Analytics uses utm_contentto differentiate between links within an email. Use the Choose the value for utm_content list to pick what data gets passed from Bronto to Google Analytics to populate utm_content. By default this is set to the Message Subject, which can be useful for identifying performance of A/B splits.
  • utm_campaign: Google Analytics uses utm_campaignto differentiate between promotions and other marketing campaigns. Use the Choose the value for utm_campaign list to set what data gets passed from Bronto to Google Analytics to populate utm_campaign. You can use this parameter to identify a specific variable related to the campaign, such as Send Date or Message Name. By default, this value is set to the Message Name.
By default, domains to which your emails link are tracked. To restrict tracking to only specific domains, you can enter the exact URL for those domains in the Only include Google Analytics tracking for the following domains text box.
Note: When entering a domain, do not add https:// at the beginning of the URL or / at the end.

Use this format:

What You'll See In Google Analytics

The traffic that you drive to your website via email is represented within the Google Analytics page for your website. When you look at your Traffic Sources within Google Analytics, you will see email as a traffic source.

Using this data, you can track contact behavior after clicking a link in an email. This will help you better understand how email marketing impacts your site activity and online sales, identify if marketing goals are reached by visitors who originated from your emails, and further analyze results based off of more detailed information from your messages (such as which links contacts clicked or which subject they received in the case of an A/B split).

Note: You may see different conversion numbers reported within Google Analytics and Bronto depending on how you have set up your Google Analytics goals. Conversions track contacts who placed an order after interacting with a message delivery (email or SMS).