Google Analytics
The Google Analytics addon connects your Mumara email engagement to your own Google Analytics 4 property, so the people opening your emails and clicking your links show up in the analytics you already use.
It works in two complementary ways. Most accounts want the first; the second is an optional advanced layer.
1. UTM Campaign Tagging (recommended)
Mumara automatically adds UTM parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) to the links in your emails. When a recipient clicks through to your website, the Google Analytics tag already on your site reads those parameters and attributes the visit — and any conversions or revenue — to your email campaign.
- No credentials required. It works with the Google Analytics you already have on your site.
- Shows up in GA's standard Traffic acquisition and Campaign reports.
- Robust and privacy-friendly — it's just well-formed links.
This is the best way to answer "how much website traffic, sign-ups and sales did this email drive?"
2. GA4 Server Events (optional, advanced)
The addon can also push engagement directly into your GA4 property as custom events, using Google's Measurement Protocol:
| Event | Fired when |
|---|---|
email_sent | a message is sent |
email_click | a recipient clicks a tracked link |
email_unsubscribe | a recipient unsubscribes |
email_bounce | a message bounces |
email_open | a recipient opens (off by default — see below) |
This requires a Measurement ID and API secret from your GA4 property, and is meant for advanced users who want server-side engagement data inside GA4 itself.
Apple Mail Privacy Protection pre-loads images, which massively inflates open counts. To avoid polluting your analytics, open events are disabled by default. You can enable them — with an optional bot filter — but treat the numbers with caution.
What you'll need
- The Google Analytics addon enabled for your account (Setup → Addons).
- For UTM tagging: nothing else.
- For GA4 server events: a Measurement ID (e.g.
G-XXXXXXXXXX) and an API secret, both from your GA4 data stream.
Continue to Setup & UTM tagging to get started.