How does Google Analytics attribute conversions from email?

If you don't add UTM parameters to your email links, Google Analytics will probably credit your email-driven traffic to "Direct" instead of "Email." That's the most common attribution problem worth understanding before anything else.

Here's how GA4 attribution actually works for email:

Step 1: The UTM tag. When someone clicks a link tagged with utm_source=email&utm_medium=newsletter&utm_campaign=your-campaign-name, GA4 reads those parameters and files the session under email. Without them, GA4 has no idea where the traffic came from.

Step 2: Attribution model. GA4 defaults to data-driven attribution, which distributes conversion credit across multiple touchpoints using statistical modeling. A subscriber might open your email, visit your site, leave, then return via Google search before purchasing. Under data-driven attribution, email might get partial credit even though it wasn't the final click. You can switch to last-click attribution in GA4 settings if you want a simpler view.

Step 3: Conversion events. GA4 needs conversion events configured (purchases, form submissions, goal completions) to connect email sessions to outcomes. Getting traffic tagged correctly only gets you halfway. If conversions aren't set up as events, you'll see email sessions in your reports but no way to tie them to revenue or signups.

The two most common gaps: emails not tagged with UTMs (sessions go to Direct), and conversion events not configured (traffic is tracked but outcomes aren't). Fix those two before worrying about attribution models.

For more on the UTM setup itself, see how to track email conversions end-to-end.