Mumara Campaigns · Addon
The Google Analytics addon UTM-tags every link in every email — automatically, per recipient, at send time. Traffic, sign-ups and revenue land in the GA4 you already live in, attributed to the exact campaign that earned them.
01The blind spot
You send a campaign. Sales spike. And GA4 shrugs — the visits arrive unlabelled, the revenue gets filed under Direct, and email gets no credit. So the budget flows to the channels that measure well, not the ones that actually sell.
Untagged email traffic is invisible email traffic. The fix has existed for years — UTM parameters — but stamping five parameters onto every link in every send, by hand, without typos, forever? Nobody keeps that up. Software should do it.
(direct) / (none)
where untagged email traffic ends up in GA4
5 × every link
the parameters you'd otherwise type by hand
02The stamp
Flip it on, set your defaults, and forget it exists. From the next send onward, every destination link in every email carries your UTM signature — appended at send time, with zero template work.
−https://shop.example.com/sale
+https://shop.example.com/sale?utm_source=email&utm_medium=email&utm_campaign=Summer-Sale-2026
Mumara stamps utm_source, utm_medium, utm_campaign, utm_content and utm_term onto each link as the email is generated — per recipient. Your templates stay clean; the tagging is invisible until the click lands in your analytics.
Set utm_campaign once as a token and every send names itself — no per-campaign housekeeping.
Account-level defaults, with a per-campaign override switch on every send type. Leave it off and the defaults apply.
Links that already carry UTM parameters are never double-tagged. Unsubscribe, view-in-browser and tracking links stay untouched. A live preview shows the exact tagged URL before you save.
03The payoff
No new dashboard to learn. Campaign traffic appears under Reports → Acquisition → Traffic acquisition — session source, medium and campaign — right next to the conversions and revenue those sessions produced. Group by Session campaign and read the truth about every send.
| Session campaign | Source / medium | Sessions | Conversions | Revenue |
|---|---|---|---|---|
| Summer-Sale-2026 | email / email | 4,812 | 391 | $18,240 |
| Flash-Drop-July | email / email | 2,904 | 217 | $9,861 |
| Welcome-Series | email / email | 1,566 | 148 | $5,020 |
| Product-Update | email / email | 978 | 62 | $2,310 |
04Go deeper
UTM tagging answers “what did this campaign drive on my site?”. The optional server-side layer answers “what happened to the email itself?” — streaming engagement events straight into your GA4 property over Google's Measurement Protocol.
Custom events, as they happen
Fire each event the instant it happens, or hand delivery to the queue so sending speed is never touched.
Every event's status — sent, pending, failed — with the HTTP response, automatic retries, and a retention dial (7 days by default) so the log never bloats your database.
Flip Debug mode and watch your own events arrive live in GA4 → Admin → DebugView. Test connection validates your Measurement ID before anything ships.
email_click sent 204 attempt 1 · 84ms
email_sent sent 204 attempt 1 · 71ms
email_bounce retry 503 attempt 2 scheduled
email_sent sent 204 attempt 1 · 66ms
The fine print, minus the fine print
No email addresses or personal data go to Google — recipients are represented by stable anonymous identifiers, in line with Google's terms.
Every account connects its own property. Agencies and resellers: each client's attribution lands in the client's own analytics.
A dedicated role permission controls exactly who on your team can see or change the addon's settings.
05Who reaches for it
Walks into Monday's meeting with GA4 open: this campaign, these sessions, this revenue. Email stops being a faith-based channel.
Labels the header button and the footer link differently with utm_content — and lets GA4 settle which placement actually sells.
Runs sending for a dozen brands. Each account carries its own defaults and its own GA4 property, so every client sees their own numbers.
Turns on server events and drops email into GA4 explorations — send → click → purchase as one uninterrupted path.
No. UTM tagging needs nothing from Google — it's just well-formed links, and the GA already installed on your website reads them. A Measurement ID and API secret are only needed for the optional server-events layer.
No. Any link that already carries a UTM parameter is left exactly as you wrote it. Unsubscribe, view-in-browser and tracking links are never tagged at all — they point at your sending domain, where tags would be meaningless.
In your own GA4 property: Reports → Acquisition → Traffic acquisition, grouped by Session campaign. Conversions and revenue attribute automatically to those sessions — no custom setup.
Because Apple Mail Privacy Protection pre-loads tracking pixels and massively inflates opens. Shipping inflated numbers into your analytics by default would be dishonest. You can enable them knowingly, with a bot filter.
Yes — configuration is per account. Every user sets their own UTM defaults and, optionally, their own GA4 credentials, so attribution always lands in the right property.
Mumara Campaigns · Google Analytics
$10/mo or $100/yr — save ~17%
Activate from your dashboard — no manual install. Cancel any time.
