Why did Google Analytics clicks drop after moving email platforms?
Michael Ko
Co-founder & CEO, Suped
Published 11 May 2025
Updated 17 Aug 2025
8 min read
Moving email platforms can be a significant undertaking, and it often brings unexpected changes in performance metrics. One of the most perplexing issues I've encountered, and a common concern among marketers, is seeing a significant drop in Google Analytics (GA) click data after such a migration, even when email open rates remain consistent. It’s a situation that makes you question the integrity of your data and the effectiveness of your campaigns.
Many email service providers (ESPs) might explain this discrepancy by stating that their new platform actively scrubs bot clicks, leading to a more accurate representation of human engagement. While this explanation holds some truth, a dramatic 50% drop, as seen in some cases, often points to underlying issues that go beyond just bot filtering. It suggests there might be other deliverability or tracking challenges at play that need to be addressed.
How email platforms and Google Analytics differ
Understanding the fundamental differences in how email platforms and Google Analytics track clicks is crucial. When a recipient clicks a link in your email, the email platform records that interaction, often via a redirect link. Google Analytics, however, only registers a session or pageview once its JavaScript tracking code on the destination landing page successfully loads. This means a user could click the email link, but if the landing page doesn't fully load, or if JavaScript is blocked, Google Analytics won't record that visit.
This inherent difference in measurement methodologies means that email platform click reports and Google Analytics data will rarely match perfectly, even under ideal circumstances. Email platforms typically show higher click numbers because they count every click on the tracked link, regardless of whether the user reached and loaded your website. Google Analytics, on the other hand, focuses on actual website engagement.
The discrepancy can be further complicated by various factors, including network latency, browser settings, and privacy extensions that prevent tracking scripts from executing. These factors can all contribute to clicks being registered by your ESP but not translating into sessions in Google Analytics, leading to the perception of fewer clicks after a platform switch.
The bot filtering narrative
Many modern email platforms claim to filter out bot clicks to provide a cleaner view of human engagement. This filtering process typically involves identifying automated traffic based on user agents, IP addresses, and behavioral patterns. If your old platform did not perform such aggressive filtering, and your new one does, you would naturally see a reduction in the click numbers reported by your ESP, and consequently, in your Google Analytics.
However, the practice of aggressively Google, Yahoo, and Microsoft) is not without its risks. These bots are often crucial for ensuring emails are safe and legitimate, helping to build your sender reputation. If your email platform blocks these security checks, it can negatively impact your deliverability, potentially causing more of your legitimate emails to land in spam folders or even leading to your domain being placed on an email blacklist (or blocklist).
A sudden drop of 50% or more in Google Analytics clicks after a platform migration, even with a bot filtering explanation, warrants a deeper look. While some of the previous clicks might have indeed been automated, such a large disparity could also indicate other underlying issues that are affecting your email performance.
Aggressive bot filtering warning
If your email platform is returning 403 forbidden errors to bot clicks, especially those from legitimate security scanners, this could negatively impact your sender reputation. Mailbox providers (ISPs) rely on these scans to assess the safety of your links. Blocking them might flag your emails as suspicious, potentially leading to increased spam placement and impacting your overall inbox placement.
Common culprits beyond bots
While bot filtering is a plausible explanation for some drop-off, there are several other common culprits when Google Analytics clicks plummet after migrating email platforms. One of the most frequent issues is related to incorrect or missing UTM parameters. If your campaign links are not properly tagged, Google Analytics won't be able to attribute the traffic to your email campaigns, leading to clicks appearing as direct traffic or miscategorized under other sources.
For example, make sure your links include utm_source=email and utm_medium=newsletter or similar parameters. Often, during a platform switch, these settings can be overlooked or default values might change, leading to a breakdown in attribution.
Another significant factor is email deliverability. A new email platform means new sending IPs and potentially a new sender reputation. Even if your open rates appear consistent, it's possible that a higher percentage of your emails are now landing in spam folders or the promotions tab (for Gmail users). Fewer emails reaching the primary inbox mean fewer opportunities for real users to click your links, even if the overall open rate is stable. This can also be linked to your domain or IP address being placed on an email blocklist (blacklist).
Finally, ensure your Google Analytics tracking code is correctly implemented on all your landing pages. During a platform migration, website changes or domain updates can sometimes interfere with tracking code functionality. If the code fails to fire, Google Analytics won't record the session, regardless of whether a user clicked the email link. Additionally, if the new ESP uses a different tracking domain, you might need to add it to your GA referral exclusion list to prevent traffic from being miscategorized as a referral instead of email.
A deep dive into your data
To get to the bottom of a significant drop in Google Analytics clicks, you'll need to conduct a thorough investigation within your GA account. Start by examining your Source/Medium reports to see if your email traffic is still being correctly identified. Also, analyze engaged sessions and average engagement time. If, for example, your engagement time remains consistent despite fewer clicks, it strongly suggests the clicks that are registering are from real, engaged users, and the drop is indeed due to filtering of non-human traffic or other attribution issues. For more insights, refer to this guide on Google Analytics 4 email tracking.
If your new platform offers it, break down your engagement metrics by Internet Service Provider (ISP). This can help identify if the drop is concentrated among specific providers like Gmail, Yahoo, or Outlook. A significant drop for a particular ISP might indicate a specific deliverability challenge with that provider. You should also check Google Postmaster Tools and other similar tools to monitor your domain and IP reputation.
Lastly, verify that your email authentication protocols, such as SPF, DKIM, and DMARC, are correctly configured for your new platform. Issues with these records can lead to emails being marked as spam, reducing their visibility and subsequent clicks. Tools for DMARC monitoring and blocklist monitoring can provide valuable insights into your sender reputation.
Bridging the gap: common issues and solutions
Typical problems
Attribution loss: Missing or incorrect UTM parameters cause email clicks to be misattributed or show as direct traffic in Google Analytics.
Bot filtering impact: New ESPs might filter out legitimate security scans from mailbox providers, leading to a perceived drop in clicks.
Deliverability changes: Different IP pools or sender reputation with the new platform can send more emails to spam, reducing real clicks.
Tracking code errors: Google Analytics tracking code might not be firing correctly on landing pages post-migration.
Solutions and best practices
Verify UTMs: Ensure all email campaign links are consistently and correctly tagged with UTM parameters.
Monitor deliverability: Regularly check inbox placement, spam rates, and domain reputation with new ESP.
Review GA setup: Confirm Google Analytics tracking code is active on all landing pages and consider referral exclusions.
ISP analysis: If possible, segment clicks by ISP to pinpoint specific deliverability or tracking issues.
Views from the trenches
Best practices
Maintain consistent UTM tagging across all email campaigns regardless of the platform.
Regularly monitor your domain and IP reputation using tools like Google Postmaster.
Segment your audience and analyze engagement rates by ISP to identify specific issues.
Ensure your Google Analytics code is correctly implemented on all landing pages.
Warm up new IPs gradually when moving to a new email platform to build trust.
Common pitfalls
Assuming platform-reported clicks are directly comparable to Google Analytics sessions.
Aggressively filtering legitimate security bot clicks, which can harm sender reputation.
Neglecting to update or verify email authentication (SPF, DKIM, DMARC) settings.
Not monitoring deliverability rates to different mailbox providers.
Failing to review Google Analytics referral exclusion lists for new tracking domains.
Expert tips
Breaking down email clicks by ISP (Gmail, Yahoo, Outlook) can provide crucial insights.
Compare engaged time in Google Analytics before and after the platform switch.
Question your email platform on their exact bot filtering methodology.
If open rates are stable but clicks drop, investigate attribution and deliverability issues.
Always test new platform configurations rigorously before major sends.
Marketer view
Marketer from Email Geeks says they lost 50% of their clicks/views in Google Analytics after moving email platforms, despite open rates staying the same. They were told the new platform filters bot clicks, and wondered if all the previous missing traffic was bot-related.
2024-11-01 - Email Geeks
Expert view
Expert from Email Geeks says that email platforms are unlikely to 'block' bot traffic outright. Most allow automated traffic through their link tracking but do not log it in their internal analytics, depending on headers like user agent and ASN.
2024-11-02 - Email Geeks
Navigating click discrepancies after platform migration
A sudden drop in Google Analytics clicks after migrating email platforms can be a frustrating and complex issue. While bot filtering by your new email platform can account for some of the decrease, it's rarely the sole reason for a significant drop. Other factors, such as incorrect UTM parameters, changes in deliverability due to a new IP reputation, and issues with your Google Analytics tracking code implementation on landing pages, frequently play a substantial role.
Addressing this issue requires a comprehensive approach, combining a deep dive into your Google Analytics reports with a thorough review of your email platform's configuration and your overall sender reputation. By systematically investigating each potential cause, you can pinpoint the exact reasons for the discrepancy and implement the necessary adjustments.
Google, 
Yahoo, and 
Microsoft) is not without its risks. These bots are often crucial for ensuring emails are safe and legitimate, helping to build your sender reputation. If your email platform blocks these security checks, it can negatively impact your deliverability, potentially causing more of your legitimate emails to land in spam folders or even leading to your domain being placed on an email blacklist (or blocklist).
Gmail users). Fewer emails reaching the primary inbox mean fewer opportunities for real users to click your links, even if the overall open rate is stable. This can also be linked to your domain or IP address being placed on an email blocklist (blacklist).
Outlook. A significant drop for a particular ISP might indicate a specific deliverability challenge with that provider. You should also check Google Postmaster Tools and other similar tools to monitor your domain and IP reputation.
