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Analytics
Email Signature Analytics: Track Performance & ROI
January 9, 2026 7 min read
Marcus Rodriguez
Head of Product & Engineering at Siggly
Your email signatures generate thousands of impressions. Analytics help you understand what's working and prove ROI to stakeholders.
What to Track
- Link clicks — How many people click signature links
- Banner clicks — Campaign banner performance
- Conversion rate — Actions taken after clicking
- Traffic source — Attribution to signature vs other channels
- Top performers — Which employees drive most engagement
Setting Up Tracking
Use UTM parameters on all signature links:
?utm_source=email_signature
&utm_medium=email
&utm_campaign=q1_2026
&utm_content=banner_webinar
This allows Google Analytics to attribute traffic correctly.
Key Metrics
- Click-through rate: Clicks ÷ emails sent
- Engagement rate: Interactions per impression
- Conversion rate: Conversions ÷ clicks
- Cost per conversion: Tool cost ÷ conversions
Benchmarks
Typical signature performance ranges:
- Click-through rate: 1-3%
- Banner CTR: 0.5-2%
- Conversion rate: 5-15% of clicks
Reporting to Stakeholders
Create monthly or quarterly reports showing:
- Total signature impressions (emails sent)
- Clicks by link type
- Conversions attributed to signatures
- Revenue or leads generated
- Comparison to previous period