Setup UTM Arguments in Mailchimp

If you are sending email campaigns via Mailchimp and in these emails link to content that is hosted by yourself, you might be interested in a proper attribution of this traffic source.

Quick Version: Follow the guide on https://mailchimp.com/help/integrate-google-analytics-with-mailchimp/

This functionality is a combination of Mailchimp and the system that hosts your content (typically a CMS with built-in analytics such as Hubspot) or analyses your traffic (typically Google Analytics). Scope is not directly involved in this process.

The report generating system (CMS, Google Analytics and others) maps the incoming traffic by the so called "UTM“ parameters.

Example (lines are wrapped for better readability):

https://www.example.com/page
?utm_content=buffercf3b2
&utm_medium=social
&utm_source=facebook.com
&utm_campaign=buffer

These UTM arguments are broadly used and have become an industry standard across many tools and this fact might lead to confusion. Often guides and manuals speak about “Google Analytics” when they are in fact just referring to the usage of UTM parameters.

Mailchimp is one of these cases: If you want UTM parameters to be automatically added to all your links you have to integrate Google Analytics by following this guide: https://mailchimp.com/help/integrate-google-analytics-with-mailchimp/ - regardless of whether you use Google Analytics or not.

Once this integration is set up you can verify the "Google Analytics link tracking“ in the settings of your campaigns:

Alternatives

If would prefer not to have this Google Analytics Integration in Mailchimp you can always manually append your custom UTM parameters to URLs that you distribute via Scope. This guide explains the necessary steps: https://mailchimp.com/help/additional-tracking-options-for-campaigns/