Google Analytics and ESP Reporting
Google Analytics teach us that a click is not equivalent to a session as reported by most email service providers (ESP’s). There are many reasons why more clicks will occur than sessions and vice versa.
It is rather impossible to have the same number of clicks and sessions. In GA, sessions equals interactions that take place on your website within a 30-minute timeframe.
URLs in GA can be up to 2000 characters long. Analytics does not indicate any restrictions to the length of values for UTM parameters. However, it is not practical to have long UTM values.
ESPs create unique tracking URLs for each link in an email being tracked. A click is registered by the ESP. Incomplete UTM parameters prevent Analytics from attributing the session to the respective email campaign. It can be avoided by setting up correctly the cross domain.
- A user is using popular ad blockers;
- A user has poor internet connectivity
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