When you start sending email campaigns, what kind of result do you run for? Maybe you want to monitor who receives and reads your message… or want to track clicks, sales, and conversions generated by newsletter?
You will be able to choose the email marketing metrics to track after you decide what your main goal is. Open rate, click through rate, conversion rate, bounce rate, complaint rate, unsubscribe rate, spam rate, − there are lots of metrics to choose from.
So, while you think about goals and choose the metrics, we are going to tell you about the most popular service for monitoring and tracking email campaigns − Google Analytics (GA).
Google Analytics can provide you with a range of specialized tools for email tracking to analyze email campaign profit and performance results.
Read the article to know more about email tracking in Google Analytics.
Here we want to give you all details of tracking email campaigns with Google Analytics. Frankly speaking, it is technically a bit more difficult than just writing email content, so it will probably take more of your time and effort to get things in order and learn how it works.
Unlike lots of Google free services (Gmail, Hangouts, etc.) you don’t get automatic access to GA. Be ready to confirm that you are a website owner and have access to it. These are protective measures from hackers.
As Google Analytics is a web-based service, thus you should register and create a personal GA account.
After that, you’ll get access to Google Analytics email tracking tools, and see how the subscribers interact with your site after reading your branded mass mailings.
Your account will contain monitoring data on each email campaign you send.
To see the result of email campaigns in Google Analytics you should generate special links.
When a user clicks the marked link and goes to a web-page, the information about his/her behavior and actions is stored in your Google Analytics account. As a result, you will be able to see clicks, conversions, and conversion rates for each email campaign.
This means that you need to add specific UTM parameters for Google Analytics email tracking. After that campaign URL will be followed with variables and the link syntax will appear like this:
Don’t worry, there is no need to learn and add these variables by yourself. Usually, both online bulk mail services and desktop programs have integration tools to make your life easy.
For example, in Atomic Mail Sender you can generate the link without any difficulties:
Choose the “Google Analytics” in the Service menu and check the box to enable tracking.
Here you find the required UTM parameter (marked with *) – Campaign Name. It is used to identify the campaign among others and find the information about it in your GA account.
As for the two other UTM parameters, they are not required:
You can see the final link syntax only after testing the campaign because parameters are added to the letter when sending a message.
Have a look at the screenshot above. The final URL will be the following:
However, you can use the URL Builders to add campaign parameters to the link and copy/paste such URL to the email.
For sample, URL Builder from Tilda:
The important notes about tracking links in Google Analytics:
For tracking open emails, conversation rates, etc in Google Analytics do the next:
This is very cool, you say. Nevertheless, what if you send emails via email client and use no additional tools like software or service. How to track whether the subscriber opened the newsletter?
In this case, you can use an email tracking pixel, a kind of image with an embedded Google Analytics email tracking code.
When a subscriber opens the email he received, the email content is loading and the image is also requested to load. Google server pings this action and tracks the opening, keeping the information about open rate email marketing metric into GA account.
We are going to operate with specific parameters as Google Analytics service required.
The basic URL structure is https://www.google-analytics.com/collect?v=1
where google-analytics.com is the link to GA server and collect?v=1 means that we are going to collect data using this link.
The required parameters are interlinked with “&” sign. They are the following:
Add these parameters to the basic URL and get the following link:
Note: to add this code into your email you should create the newsletter in HTML mode. Use the Notepad, for example, write the text, add image code and choose the html extension to save the file.
Open the saved document in the browser window, copy loaded content, and paste it in the email client message field. Test newsletter before bulk mailings.
If you’re looking for a simple way to track your emails and see who opens them, have a glance at Atomic Email Tracker, a web-based service for tracking sent email messages. It works similar to the email tracking pixel in Google Analytics. Even more, Email Tracker gathers the extended statistics about email opens, click-throughs, pages visited, subscribers location, devices, etc.
And what’s the main, no specific technical knowledge or additional efforts are required!
Email marketing tracking can be easy and effective. Keep in mind your email marketing main goal, make a decision about the most important metrics, and choose the best way for monitoring and tracking bulk mail campaigns.
Tracking email campaigns in Google Analytics gives the next information:
For tracking email with Google Analytics you should do the following steps:
Log in your Google Analytics account, go to Reports > Real-Time > Events section. If the open tracking succeeds, there will be an entry under Event Category.
Marking the link with UTM parameters helps to see the source from which the user visits the webpage. To check UTM in GA you should:
To track the number of users and their behavior we set the email goals for Google Analytics and create UTM marked links. After that, we see what actions users do on the website, how much time they spent here, and what pages visited them.
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