Tracking email campaign analytics

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Tracking email campaign analytics

Last updated April 13, 2026 22:21

Review the performance of sent newsletters to help improve future campaigns.

After sending email campaigns, use our built-in analytics tools to monitor how they perform.

Note: Marketing strategy falls outside of the scope of Squarespace support. Because email providers use complex algorithms for their filters, and because everyone's marketing needs are unique, we're unable to provide specific advice to customers.

Tip: Register for our Engage Your Audience with Email Campaigns webinar where we’ll walk you through how to use Email Campaigns, Squarespace’s built-in email marketing tool, to grow and engage your audience. You’ll learn how to build mailing lists, create and send campaigns, and measure campaign performance with our analytics tools.

Review the analytics for a campaign

You can view analytics to track how any campaign performed. To check how your campaigns performed:

  1. Open the Email Campaigns dashboard and click Sent to view blast campaigns, or open the automations dashboard to view automated campaigns.
  2. Click the campaign.

Delivered

The delivered rate shows the number of addresses that received your campaign. It's a good way to assess the quality of your mailing list. If you have a low delivery rate, you may have had some fake email addresses on your list. To help keep your list clean, Squarespace automatically removes any email address that bounces.

  • We send campaigns to your subscribers in waves, especially with large mailing lists. This means it takes a few minutes for your campaign to be sent to all subscribers. If the number is less than 100%, wait a few minutes and then refresh the page.
  • The delivered rate doesn't distinguish between whether your campaign goes to a subscriber's main inbox or somewhere else, like a spam folder. To get a better sense of that, compare the delivered number with the opened number.

Opened

The opened number shows how many subscribers opened your campaign. As a general rule, an open rate of 20% or more is considered healthy.

Open rates aren't always accurate, because:

  • Different email providers have different privacy policies, which may result in unreliable open rates.
  • To get the open rate, we add an invisible image to your campaigns, and track how often the image is loaded. If an email provider doesn't load your campaign's images, that open won't be tracked.
  • Campaigns sent to users with the Apple Mail Privacy Protection feature enabled are always reported as opened, even if the user hasn't opened it, which can falsely inflate your open rates.

Because open rates aren't a reliable metric, especially after the Apple Mail Privacy Protection release, we recommend also looking at your delivered, unsubscribed, and clicked rates to get a holistic understanding of your subscriber engagement. However, comparing open rates from one campaign to the next can help you evaluate how elements like your subject lines and preview text are performing in each campaign.

Tip: To encourage subscriber engagement, review our Email campaigns best practices.

Clicked

The clicked number tells you the number of subscribers who clicked any link in your campaign. It's a useful way to assess how compelling your campaign content is. If your campaigns have high opened rates but low clicked rates, consider if there's a better way to present your message.

  • Clicked rates include most links in your campaign, including social icons and text links. Clicked rates exclude unsubscribe, powered by Squarespace, email address, and phone number links.
  • Clicked rates count the number of subscribers who clicked at least one link, even if that subscriber clicked more than one link.
  • Many corporate email providers pre-scan links in emails for potential security threats. If your mailing list includes a lot of email recipients with company email addresses, this can sometimes result in inflated click rates.
  • To check the number of subscribers who clicked through to your site, check your traffic sources panel.

Unsubscribed

To check the email addresses that have unsubscribed or been removed from your lists, click the Unsubscribed row in the table of any sent campaign.

The unsubscribed numbers includes subscribers who:

  • Clicked the unsubscribe link.
  • Marked your campaign as spam.

For more help, visit Email campaign unsubscribes.

Website traffic sources

The traffic sources panel in your site’s analytics shows where visitors are coming from. If your website is on a Core, Plus, Advanced, Commerce Basic, or Commerce Advanced plan, you can review detailed sales information in your site's analytics, such as revenue generated by each campaign.

  1. Open the Analytics panel.
  2. Click Traffic Sources.
  3. Click the arrow next to Email.
  4. Click the arrow next to Squarespace Campaigns.

To learn more, visit Traffic sources analytics.

The analytics panel after clicking the traffic sources option is shown. Clicking the arrow next to email on the left shows Squarespace campaigns. Clicking the arrow next to that shows a drop down.

When someone clicks a view-in-browser link:

  • It's counted as an open and a click.
  • If subscribers click links while on the browser version, those clicks aren't tracked.

Permalinks aren't tracked in analytics.

Tip: If your Email Campaigns plan ends or expires, the links will continue to work as long as the domain is active.

Sales aren't appearing in traffic sources

There are a couple reasons why this may be happening:

  • It takes a few hours for a sale to appear in your traffic sources panel. If you know a sale just went through, wait a few hours and refresh the panel.
  • If you've disabled cookies, the visit and purchase won't appear.
  • If a visitor doesn't click a link in your campaign to get to your site (for example, if they type your URL into their browser), this won't be tracked as part of your campaign.

A/B testing

To learn more about what content works best for your subscribers, consider running an A/B test. This is a test where you send two slightly different versions of the same campaign to check which version performs better.

For example, you could:

  1. Create two mailing lists, each containing half your subscribers.
  2. Create two drafts that are identical, but have different subject lines.
  3. Send one draft to the first mailing list, and the other draft to the second one.

If one version performs better, you'll have new insights into the kind of subject lines your subscribers find most compelling.

Analytics and cookies

If you've disabled cookies on your website, this will prevent your visitors' actions from appearing in your analytics. For example, if a visitor clicks through from your campaign but doesn't click Continue on your cookie banner, their visit won't be tracked.

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Tracking email campaign analytics