How to Track Your Ad's Results

Tracking Newsletter Deliveries and Ad Clicks

We'll send you a report of the following:

• Emails delivered: how many emails were delivered for each issue containing your advert.
• Clicks on your advert: if your advert linked to a URL, the number of clicks recorded on that link.

Tracking Subsequent Actions (Optional)

We can't tell what someone does after they click on your ad and head off to your website but you potentially can.

Here are four ways (from simple to advanced) to track what happens next:

1. Ask how people found you

A question on your enquiry form or during a phone call can help identify customers who found you through your ad.

2. Use reader codes

Have messages in your adverts asking customers to quote codes (e.g. "BUN") when booking or buying, perhaps to receive a special discount or offer. Keep a count of how often each one is used.

Not everyone will use the codes but they can give you a rough idea how effective different ads are.

3. Use analytics tools on your website (using our default tracking parameters)

We add four tracking parameters, known as UTM parameters, to your advert’s website link.

Popular website analytics tools, such as Google Analytics, can use these parameters to identify visits from your advert. With appropriate enquiry, booking or purchase tracking set up too, you can follow what visitors go on to do.

You’re responsible for ensuring the appropriate analytics are set up and working on your destination website, either yourself or through your website provider.

utm_source

brentford_bun

utm_medium

email for the newsletter email, or display for the issue on our website.

utm_campaign

The issue’s publication date in YYYY-MM-DD format, such as 2026-08-27.

utm_content

ad

For example, a link in the Brentford Bun email published on 27 August 2026 would look like this:

https://example.com/?utm_source=brentford_bun&utm_medium=email&utm_campaign=2026-08-27&utm_content=ad

4. Use analytics tools on your website (using custom tracking parameters)

If your booking system or marketing tools use other tracking parameters, simply include them in the URL you send us.

Questions?

Get in touch and we'll do what we can to help.