Attribute revenue to your newsletter

Your email tool reports opens and clicks. Those tell you whether people read, not whether they bought. To know if your newsletter is worth the effort, you need to follow the click to the purchase.

Why this matters

A newsletter is one of the few channels you own. When you can see that a single product-update issue brought more revenue than a month of social posts, you will treat it differently. Per-issue revenue also shows which kind of content makes readers act, so you can plan the next issue around what actually sold.

Why most analytics tools can't tell you

Email clients and webmail often strip the referrer, so the visit looks like Direct traffic. Without tags, your analytics tool has no idea it came from an email, and your email tool has no idea it led to a sale.

How MetricRaven does it

MetricRaven puts visits with utm_medium=email or utm_medium=newsletter, or a newsletter tool as the source, into the Email channel. Each UTM value gets its own row with visitors and revenue, and payments are credited to the customer's first tracked visit.

How to do it

1. Connect a payment provider so revenue is attributed to visits (Connect Stripe).
2. Add utm_source=newsletter, utm_medium=email and utm_campaign=<issue> to the links in each issue (Campaign & referral links).
3. Open Traffic → Acquisition → Channel and find Email, sorted by revenue.
4. Open the Campaign tab and pick utm_campaign to compare issues.
5. Use utm_content to tell apart two links in the same issue.

Many email tools can add UTM tags to every link for you. Check that they don't overwrite tags you set by hand.