Using Google Analytics to
Track Email Campaigns
professionals know that careful, accurate and constant
campaign tracking and analysis are just as important as
delivery itself. Your email marketing campaigns, integrated
Google Analytics, make this possible and easier than
ever before possible.
What is Google
Google Analytics has become one of the industry’s most
powerful Internet Marketing tools, helping advertisers,
publishers and website owners improve their sales
conversion, campaign targeting and marketing initiatives.
Previously dubbed Urchin, Google Analytics is a robust web
statistics software application provided by Google free of
Simple and easy to use, anyone can start benefiting from
Google Analytics in just a few minutes. Just add some basic
code onto your website, and you’re ready to begin monitoring
After basic set-up, marketers can track important statistics
like visitor referrers, navigation paths, page views,
geo-location data and browser type. Know where your visitors
come from, whether referred by search engines, ads, emails,
blogs or affiliates. Know which cities, states and countries
your primary visitor traffic resides in, so you can more
carefully target future ad campaigns.
While hugely popular with webmasters and usability
professionals, some Marketers have yet to realize the value
Google Analytics plays when used to monitor email marketing
campaigns. Track, evaluate and analyze results using
colorful graphs and charts. Google Analytics makes it easier
to identify trends, improve usability and increase your
return on investment.
Using Google Analytics, email marketers gain greater control
over the effectiveness and cost-efficiency of each campaign.
Send carefully targeted, relevant messages, improve revenue
opportunities and enhance your business reputation.
To get started, create a Google Analytics account by
visiting www.google.com/analytics. Follow the directions
provided to place tracking code onto the relevant website
files. Once you’ve created a Google Analytics account and
placed the provided code into your website, you’ll need to
add parameters to URLs in each email marketing message.
These denote which visitors arrive as a result of each email
email marketing products, like StreamSend, add these
parameters automatically, it takes just a few minutes to set
it up manually.
Analytics looks for a few basic values in each link, namely
the campaign source, campaign medium and campaign name. To
set-up these values manually, simply change the parameter
names shown in parentheses below:
Source (utm_source). This identifies the name of your
email marketing system, such as StreamSend. If you don’t
use an email marketing system, you can label your
campaign source ‘Email Marketing’.
2. Campaign Medium (utm_medium). This identifies the
campaign instrument used. In the case of email
marketing, your medium is ‘email’.
3. Campaign Name (utm_campaign). This identifies the
name of your campaign. The Campaign Name helps you
differentiate between various campaigns or unique
messages within each. Most Email Marketers use their
message subject line or other identifying value for this
process, campaign managers can monitor in-bound visitor
traffic for any destination URL, whether a main landing
page, a product page or other sub-page.
Example: Main Landing Page
- Before tagging: http://www.example.com/
- After tagging: http://www.example.com/?utm_source=StreamSend&utm_medium=email&utm_campaign=My%2BEmail%2BSubject
-Before tagging: http://www.example.com/index.php?page=home
Email Campaign Results
Once an email campaign is properly coded and delivered,
Google Analytics automatically monitors resulting website
traffic. Find out which links were most popular with your
recipients, when they visited your website, how long they
stayed and where they navigated following arrival. Then
adjust campaigns, body text layout and other variables to
improve results over time.
To view campaign results:
1. Log into
your Google Analytics account.
2. On your Dashboard, click ‘Traffic Sources’.
3. View your ‘Top Traffic Sources’ or click ‘View Full
Report’ to see all traffic sources.
4. Locate and click the link identifying your email
marketing Campaign Source. In our example above, your
Campaign Source is your email marketing product, i.e.
StreamSend, or ‘Email Marketing’.
Campaign Source page, Google Analytics provides details on
the number of visitors generated by your campaign, the
number of pages they visited, average time on your website,
percent of new visitors to your website and the average
managers can also drill-down using the segments drop-down
menu. This provides even greater detail on individual
campaigns, keywords, geographic regions, browser types,
operating systems and visitor activity, like the most
popular landing and exit pages. Each results page provides
the means to drill-down even further and fine-tune your
Analytics dramatically enhances the abilities e-commerce
firms have in retaining and converting customers. Simply use
the E-commerce tab to display purchase information to
calculate ROI numbers for your campaigns.
Analytics, Email Marketers can discover simple ways to more
effectively tailor their promotional messages, design and
layout to their audience’s preferences, minimize steps in
the purchase process, reduce shopping cart abandonment,
improve landing page effectiveness and keep visitors on your
website even longer by identifying and optimizing the weak
links where most of your visitors exit. Use today’s robust
delivery and tracking tools, and make each message count.
author: Dan Forootan is the President of EZ Publishing,
Inc., the creator of the
StreamSend Email Marketing Service