If you’re using Mailchimp to send campaigns but aren’t sure which emails lead to sign-ups or purchases, you’re missing a crucial part of the picture. Conversion tracking bridges this gap, helping you see which campaigns are driving real revenue and engagement.
In this guide, we’ll walk you through two methods: using Mailchimp’s native integration (ideal for common ecommerce platforms) and a manual setup for custom or less typical workflows.
Why conversion tracking in Mailchimp matters
Even with strong open and click rates, it’s hard to know what drives real results if conversions aren’t tracked. By linking email clicks to website actions, you can:
- See which campaigns deliver real value in sign‑ups, purchases or landing‑page visits
- Trigger targeted automations based on real user actions
- Create smarter segments informed by behaviour
- Invest in campaigns that deliver, not just open rates
Step 1: Enable third-party tracking in Mailchimp
Mailchimp lets you enable third‑party tracking such as Google Analytics or ecommerce integrations alongside its standard open and click tracking. These are configured in the Settings & Tracking section when creating a campaign. Importantly, third‑party tracking works independently, so it continues even if open or click tracking is off.
Step 2: Choose your tracking approach
Option A: Integrate with Google Analytics
This method offers granular insight into how emails drive website behaviour.
To set it up:
1. In your Mailchimp account, go to Integrations → Google Analytics, then connect your Google account. You need Admin level access to complete this step.
2. When setting up a regular campaign, tick Google Analytics link tracking in the Settings & Tracking area to enable it.
3. For automation workflows, go to Edit Settings, then tick Google Analytics tracking. You can also modify UTM parameters per email action via Modify UTM Parameters, or reset to defaults.
4. For A/B tests, tick Google Analytics in the Setup step to track variants. Mailchimp will label each variation with a unique analytics-friendly title composed of the campaign name, date and, in A/B tests, the campaign ID.
Once set up, all tracking data will appear in your Google Analytics (GA4) account rather than within Mailchimp.
What you’ll see in GA4:
- Website sessions, page views, session duration and user behaviour tied back to your campaigns
- Ecommerce data such as purchases and revenue if you’ve configured conversion tracking in GA
Option B: Use Mailchimp’s ecommerce integration (recommended)
This is the most seamless route when you’re using an ecommerce platform like Shopify or WooCommerce.
- Connect your online store to Mailchimp by navigating to the Integrations section and selecting your ecommerce platform (for example, Shopify or WooCommerce).
- Authorise Mailchimp to access your store data.
- Once connected, Mailchimp will automatically sync product, customer and order information into Mailchimp’s Reports.
- From there, you can segment subscribers based on purchase behaviours, view attributed conversions and track ROI directly in Mailchimp.
Tracking options at a glance
| Tracking Method | Good for… |
|---|---|
| Google Analytics integration | Deep insight, custom UTM control, analytics tools |
| Mailchimp ecommerce integration | Automatic revenue tracking, conversion-based segmentation |
In summary…
Setting up conversion tracking bridges the gap between your email metrics and real-world outcomes. Google Analytics offers flexible, detailed tracking if you’re comfortable with analytics tools, while Mailchimp’s ecommerce integration is the simplest way to see revenue and conversion data without leaving the platform.
Implement the method that suits your setup best, test thoroughly, and use the insights to shape your next campaign.
