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Overview

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Ever wondered which email campaigns actually drive website conversions? This Short Course was created to help Marketing professionals accomplish precise email campaign tracking and attribution. By completing this course, you'll be able to connect email clicks to website behavior, prove email marketing's contribution to conversions, and make data-driven decisions about future campaigns. By the end of this course, you will be able to: Explain what UTM tracking codes are and why they are used Generate and add basic UTM parameters to an outgoing email link for tracking This course is unique because it bridges the analytics gap between email engagement and website behavior, providing marketers with crucial attribution data that proves email marketing ROI. To be successful in this project, you should have a background in basic familiarity with Google Analytics and completed Module 1.1 Compose & Send First Email and Module 4.1 Track Basic Metrics.

Syllabus

Module 1: Understanding UTM Parameters and Their Purpose

Learners will understand the analytics gap that UTM parameters solve and master the fundamentals of UTM parameter structure for email tracking.

Module 2: Implementing UTM Parameters in Email Campaigns

Learners will implement UTM parameters in real email campaigns using Google's URL Builder and demonstrate how UTM tracking connects email activity to business results.