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Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
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Email Referral Traffic Discrepancy

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Our client sent an email without using UTM codes.


Internal reporting shows around 10k clicks on links to their website.


G/A referral traffic is showing around 2k clicks to their website.


Are there any docs/blogs that explain the huge discrepancy of data?  I found this statement "Google Analytics doesn't track referrals from email links by default, you need to use tagged URLs in the emails in order to track custom campaigns".  Is there any validity in this? Does Google say this anywhere?

Email Referral Traffic Discrepancy

Participant ✭ ☆ ☆
# 2
Participant ✭ ☆ ☆

Hi @Ryan D,


Yes, Google Analytics cannot identify the acquisition method of the user that comes from a link in the email unless UTM parameters are assigned properly. 


Let's say your have a link as "" and you want to specify the acquisition method of the user. What you need to do is adding UTM parameters with the values you want: Example: ""


Please take a look at the following articles and please let me know if you have any further questions:

How to use UTM parameters: link

Campaign URL builder tool: link


I hope this helps