Over 50 million businesses rely on Google Analytics to accomplish various marketing campaigns. Such roles include monitoring website traffic and reports.
The key performance indicators can be extended to give a picture of your email marketing success. As a result, you should find out how to use it as you strive to gauge your marketing effectiveness.
First, you should understand the components of a typical email campaign. Next, you should find out what lies in Google analytics that makes the platform a primary tool to implement soon.
Finally, the article walks you through step-by-step methods to incorporate the tools in your email marketing. What is more? Read on to find out.
What Is Email Campaign?
An email campaign is a marketing criterion that targets a bunch of email recipients at once. It aims to determine several metrics through the best email marketing services like Sendinblue, such as email conversion, click-through, and bounce rates. Now, lets go to Google Analytics – check what you can measure in your email marketing strategy.
What Are Google Analytics?
Google analytics constitutes a group of free marketing tools offered by Google to enable you to track your marketing campaigns on various platforms such as websites and emails.
It extends to services such as Google and social media ads.
To achieve the core marketing missions, Google embeds tracking code in your website’s source code. The code collects various data types of your potential customer when they visit your website.
For instance, it gathers the visitor’s age, location, gender, and interests. The data is divided into pre-visit and behavioral data.
Pre-visit statistics contain information about media and personal information of your prospect.
User behavior tells more about the user’s actions on your site. Here, you can determine the length of time a user spends on your site.
You can view the pages they visited. And their experience on such pages.
It then transfers the data into the Google Analytics server as soon as the user leaves your site. Such data can be grouped into metrics and dimensions.
Metrics are the collected statistics. On the other hand, dimensions are the angles of classifying the data. Here are the steps to extend the functionalities into your email campaigns.
Ways to Track Email Campaign in Google Analytics
Google Analytics helps you determine the amount of traffic originating from sent monitored emails. To use the service, you should set up Google Analytics on your website by creating a GA (Google Analytics) Account.
Here are the steps to follow when setting up for tracking of clicked links on your website.
From the account, click your profile image. Navigate to account settings, analytics tracking settings to enable Google Analytics integration for the domains you want to monitor. Then, save analytics settings.
Fill in the inputs with your details when configuring link tracking tags
- utm_medium: email
- utm_campaign: the name of your email campaign
- utm_content: utm_campaign and your unique campaign identifier
- utm_source: Email newsletter software
- utm_term: the link text or the image’s alt attribute.
If you are wondering what “utm” means, here is the answer.
UTM is an acronym for Urchin Tracking Module. It a 5-variants link tracking system that marketers use to monitor digital marketing campaign effectiveness across several media and traffic origins.
Now that you have set your email campaigns with GA tracking tags, you should receive reports in your GA account.
How to Find Reports for Sent Emails
Log in to the GA account. On the top navigation bar, click Reporting. Next, tap Acquisition campaigns on the sidebar followed by Campaigns and All Campaigns.
Follow these steps to filter email campaigns.
First, access the Secondary Dimension of the Campaign followed by Acquisition, and Medium. Repeat the process for Include Dropdown then click Apply.
Besides, you can track campaigns reports by a source other by medium by following the above procedure. All you do is to change the Campaign primary dimension on the Campaign tab.
Similarly, you can filter reporting by keyword. To achieve that, move to the “Other” tab of the Campaign, followed by Acquisition and Keyword.
The report entails your email conversion rate, bounce rate, new users, and the sessions per page. To see conversions and sales, navigate to the interface’s explorer view.
Lastly, utm_content in your GA account enables you to conduct A/B testing. Here, you need to locate the campaign name and report page. Next, click “Other” followed by Acquisition, and Ad Content.
Google Analytics is crucial in determining several metrics such as A/B testing, measuring conversion rates, and bounce rates. Knowing how to use it is a milestone to propelling your ROI through email marketing.