“Beyond the click” tracking is the process of tracking a visitor’s activity after he or she has clicked on your email and has been directed to your website. Not known to many, you can implement your analytics tracking tool into your email system and in your selected pages of your website.
According to Dave Chaffey, the links from the email to the landing pages should be tagged with standard campaign tracking parameters, which are name-value pairs as part of the query string for the URL (denoted by everything after the “?”). UTM refers to the “Urchin Tracking Module” on which Google Analytics is based.
To more thoroughly understand the Google Analytics tracking process, please click here.