The sole purpose of Google Analytics is to track the user’s interactions with the website. The reports by Google help in easy tracking of the conversions and hence, gives you the power to customize which conversions to log. Out of the many reports by Google Analytics, the best ones are -  Real-Time Reports - It is one of the most essential reports as it shows all the data where visitors converted through email campaigns. You can analyze the different details here and choose which campaign was the best  A/B Test Tracking Reports - A/B split testing and its results on Google Analytics is possible through utm_content parameters in UTM tags in Email Campaign links. It is generated after the content is over  Behavioural Report - Behavioural report in Google Analytics is to check your visitor’s behavior and unique actions due to the Email Marketing campaigns.