While Klaviyo, Bronto, Cordial, and several other ESPs are rising in popularity, many companies still opt to use Mailchimp for the cost and ease of use. Mailchimp also integrates with Facebook to seamlessly create custom audiences. Similar to Facebook, there are some set up requirements in Google Analytics if using Mailchimp.
In the landing page performance in Google Analytics, you may notice hundreds if not thousands of entries with a string that contains mc_cid= and mc_eid. MC is from Mailchimp and it’s how Mailchimp is able to track users and campaigns. While this is great for the ESP, it muddles the landing page performance in Google Analytics as GA sees each session as a unique landing page. For GA to not read each click url as a new parameter, we have to strip and filter out the mc_cids and mc_eids.
What is mc_cid and mc_eid?
mc_cid is for campaign management and tracking
mc_eid is for user tracking and the info helps feed product recommendations to the unique user.
How to view the url tracking from Mailchimp
Under Behavior > Site Content > Landing pages. Type in mc in the Search box.
The above example is different user sessions going to the same collection page of /shop and has one to the /cart page. This dilutes the true performance of the page /shop and so we have to filter out the url parameters in order to get accurate data. The good news is that it’s extremely easy to do so. We would just have to follow the same process we had to do for Facebook url tracking. Read more about that here if you haven’t done this yet. What is fbclid and how to remove it from Google Analytics link. The bad news is that there is no way to adjust the previous data. The best thing to do is to create an annotation when the change is updated.
How to filter out mc_cid and mc_eid in Google Analytics
In the Admin > View > View Settings > Exclude URL Query Parameters
Enter in both mc_cid and mc_eid. Separate each url parameter with a comma and save. Be sure to add the annotation to denote the date that the filter was applied for ease of future reference.