Email Analytics Using Google Analytics to Measure Almost Everything
How well are your email analytics paying off?
Unless you fully understand and regularly dig into email reporting and dashboard reviews, you may not know how your analytics are performing.
Learning what your email marketing analytics mean and how to interpret them ensures you get a proper view and perspective of your campaigns and the true ROI for your efforts.
Even if you know some email metrics, like open and click-through rates, careful review of your analytics can provide a more thorough understanding of how well your landing pages and email campaigns are working when it comes to turning visitors and leads into actual customers.
Google Analytics is most often used for tracking the performance of your website but is also an ideal tool for measuring email analytics for your brand.
Should I use Google Analytics over my email service provider (ESP) built-in analytics?
When it comes to analytics, you don’t have to choose.
Your ESP and Google Analytics email reports can provide information in different ways.
Use both to get a full picture of how well your campaigns are performing for you.
Google Analytics is not a replacement for the reporting you get from your ESP.
ESP metrics can include bounce rates, the number of forwards, and even your unsubscribe rate.
Google Analytics can help you compare how your website traffic behaves based on its source, including your email marketing campaigns and other efforts.
When you choose an ESP, reviewing the metrics and reports they deliver for tracking your website, visitors can ensure you get a full view of your performance.
However, both Google Analytics and ESP tracking are inherently different; the former speaks in terms of “sessions” and ESPs report the equivalent being a “click” (which is not necessarily true).
That’s because there’s a combination of different factors that affect whether or not more clicks will occur over sessions, and vice versa.
Delivra offers innovative Clickstream Tracking, which makes it easy to track subscribers as they work their way through your funnel.
It makes sense to use third-party analytics to track and uncover which email strategies are working and which aren’t. When an email reader clicks a link in your abandoned cart or re-engagement email, you’ll know right away, thanks to Clickstream. This will help you measure your email campaign success and refine your marketing efforts.
The surprising role ‘beyond the click’ email analytics play in your strategy
Though it’s crucial, email clicks (within your email) don’t necessarily spell out conversions. This is why it’s essential to measure what happens once the customer has gone from your email to your website.
Your “beyond the click” analytics will show which behaviors your customer or subscriber takes after they click the link in your email.
Knowing where your customers are heading once they arrive is vital; you can serve more of what they’re looking for—if you know where the majority of traffic is naturally heading.
No need to shell out extra dough for this, though! Google Analytics can help you track your email analytics and reveal how well you’re reaching your specific conversion goals and give you a whole picture view of your sales cycle. It will allow you to insert web tracking codes in your HTML (where you put your web address) to help you better understand how your email recipients are interacting with your website.
Source: Email Vendor Selection
How do I integrate Google Analytics with my email campaigns?
Integrating Google Analytics with your existing email campaigns is easy and will allow you to take advantage of the useful metrics this approach reveals.
Follow the steps below to set up your own analytics account and access the powerful data you need for success:
- Create a Google Analytics account or log into the one you have.
- Format your links so that the software understands the source and campaign for each. This sounds complex, but Google has an easy to use URL builder you can easily use for this part.
- Use Delivra’s pre-built Google Analytics integration to get the powerful reporting you need. Each link becomes a fully tracked visit you can see right from your dashboard.
4 Steps to creating UTM parameters for email analytics tracking
As a marketer, do you find yourself wishing you had more of a budget to work with? You probably do—and UTM codes are the best way to track your campaign’s success (or failures) and prove it.
UTM codes are short snippets of text added as a suffix to the end of a URL to help you track where your website traffic is coming from.
Setting the parameters for your campaign does not take much time and can become part of the campaign-planning process itself:
- Step 1: Enter the URL you want to track into the Website URL field.
- Step 2: Provide the source of your visits in the Campaign Source field; usually, this will be your ESP.
- Step 3: Choose the medium of your campaign in Campaign Medium; for email marketing campaigns, the medium is simply “email.”
- Step 4: Create a Campaign Name. Use whatever naming convention you like, but be consistent so that you can tell at a glance what campaign the link is intended for.
What can I track with UTM codes?
You can track a medium and a source within that medium. Of course, the definition of a “source” becomes more flexible depending on the language you use to describe that source (for example, the source could be a social channel, a type of content, or the name of an ad on the web).
- A Campaign: UTM codes in a campaign would tag groups of all the content from the campaign in your analytics. This would help you attribute your website traffic to links that were strategically placed, say, in the incentive you placed in the email campaign.
- Source: A source-based UTM can tell you which affiliate website is sending you traffic.
- Medium: This kind of UTM tag tells you of the medium that your tracked link is featured in (for example, social media, as opposed to email).
- Content: You can use this type of UTM code to track the specific types of content pointing to the same destination from a common source or medium. This is regularly used in PPC campaigns.
- A Term: Keyword-based tracking codes identify keywords you’ve paid for in a PPC advertisement.
Can I use someone’s email address in my UTM parameters?
This one is a definitive no!
Using someone’s email address as a UTM parameter not only doesn’t help, it violates Google’s terms of service on privacy too.
When you use Delivra’s Clickstream Tracking, you’ll get a unique identifier for each subscriber for tracking purposes.
This way you’ll be able to tell where they go, without breaching their privacy.
Creating an email analytics dashboard in Google Analytics
When you create a custom dashboard, you make it easy to view the specific data and metrics you want without a lot of digging or looking at multiple screens or windows.
Source: Campaign Monitor
You can include whatever you want in your dashboard, but some of the most useful metrics are outlined below:
- Revenue by Source: “Source” here means the specific email campaign you created; Google’s URL builder can help ensure your links are showing up in the right place.
- Visits & Revenue by Browser: How are your viewers browsing your site, and which browsers are delivering the most revenue? This metric reveals all.
- Transactions by Product: Which are your top-selling products? Knowing this will help you feature the right offers in re-engagement or upsell campaigns.
- Visits by Region: For national brands, this metric can reveal which regions are really responding, and which might need a better offer or approach.
- Visits & Pages by Device: How well does your site show up on different devices? You need to know what devices your prospects are using so you can tailor landing pages that look great on those specific mobile devices.
- Visits & Revenue by Campaign: You included the campaign name in the URL, and this is where that forethought will pay off. The campaign name will show you the individual results for a single campaign so you can compare, measure ROI, and plan future efforts.
- Goal Completions: Track the actual conversions or goals you’ve met; this gives you an idea of the bottom line on how well your campaigns are helping you meet your goals and how well your efforts are paying off.
You can use a custom segment just for email in Google Analytics
Set up a custom segment that is strictly for email in Google Analytics, and you’ll be able to measure how well your email campaigns are working when compared to your other efforts.
If you focus on SEO, content marketing, paid advertising, or social media as well as email marketing campaigns, a custom segment will reveal where your traffic is coming from.
The UTM parameters from your emails make it easy to filter your results and gain valuable insights you can use when it comes to your email campaigns.
Once your custom segment is created, you can use it any time you need to measure your email analytics in Google Analytics.
Get the insight from email analytics you need to succeed
We know how important accurate and accessible data is to your marketing campaigns, particularly when you’re focusing on email.
Delivra is designed to intuitively and easily integrate with your Google Analytics and to provide you with the information you need to make the best possible decisions for your brand and to max out your email marketing ROI on every single campaign you run.
It’s easier than ever to harness the power of email analytics and Delivra’s innovative Clickstream Tracking.