Using Google Analytics to Track Email Campaigns

In past articles I talked about using Google’s URL builder to track traffic from paid search channels outside Adwords (like MSN and Yahoo for example.)

In this article I thought I’d quickly show you how you can apply that same technique toward tracking of email campaigns as visitors have asked this as well.

Remember, generally Google Analytics looks for a few basic values in each link (yes you can track more items, but these are the basics.) The three basic pieces of information Google looks for in links is the campaign source, campaign medium and campaign name. The actual Google variable representations are listed below as a refresher but I have included some text that will help you from the email perspective.

1. Campaign Source (utm_source). This identifies the name of your email marketing system, such as ConstantContact. If you don’t use a thirds party email marketing system, you can label your campaign source something general like ‘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 parameter.

Here’s what the URL Builder might look like with those three variables filled in for an Email campaign:

Viewing Email Campaign Results

Once you have built your url and inserted it into the proper location within your email, tracking will automatically begin. With the tracking results you can find out a number of things including: which links were most popular with your recipients, when they visited your website, how long they stayed and where they navigated following arrival.

With this information you can refine your future email marketing to gain better results.

How to view campaign results in Analytics:

1. Log into your Google Analytics account.

2. Click ‘Traffic Sources’ from your Dashboard.

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. ConstantContact, or ‘Email Marketing’.

On your 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 bounce rate.

Campaign 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 data.

Here is what the top level report might look like when segmented by ‘Source’ in Google Analytics:

Here is what the top level report might look like when segmented by ‘Medium’ in Google Analytics:

Here is what the top level report might look like when segmented by ‘Campaign’ in Google Analytics:

To get more detailed information on each you can further filter, segment, etc… and even drill down by clicking the link to the page you want to see more information on.

Now, if you haven’t had the ability to do so already, you can get better metrics from your email campaigns within Google Analytics.

Got any other ideas for email tracking with GA? Post your ideas below. I’d like to hear them.

Last Chance for 50% off Ecommerce Amplifier

Just a reminder here. Today is the last chance you have to get 50% off your first month as a member of my exclusive online coaching program Ecommerce Amplifier.

If you’re still on the fence thinking about it, now would be a good time to take advantage of my proven system. Remember, this is a month to month program (no long term commitments) that you can easily cancel at any time from within your members area so you have nothing to risk (but so much to gain.) My system works with any shopping cart system you are using (open source, custom, hosted solutions, etc…), and don’t forget, as a member you get access to me as your personal mentor to help guide you toward success with your ecommerce business.

This offer is strictly limited and the 50% off coupon expires tonight. Once it expires the offer is closed. No exceptions.

Current store owners that have been a part of the system have seen fantastic results and continue to rave about it. Here are a few testimonials:

Don’t miss out on this unique opportunity. Let’s build your business together.

See you on the inside.

How to use Google Analytics to Track Your First Time and Return Visit Buyers

More on advanced reporting with Google Analytics here.

Because your website is only as good as your ability to convert visitors into buyers, the following two advanced segment reports in Google Analytics will help you capture your first time visitor/buyers into repeat visitor/buyers. Follow the selections on the screen shots to set up your own site-specific reports.

First time buyer
This particular report can help you understand what motivated visitors to buy on their first visit. What you learn from this report can help you to motivate future new visitors to purchase in as few visits as possible.

Return visit buyers
You can use the return visit buyer reporting tool to understand your returning visitor’s behavior. If they didn’t buy on the first visit, use the data in the report to optimize your site or process to ensure you convert visitors to purchases sooner.

Ecommerce Amplifier Coupon Code Issue

Just a quick note here. Anyone that tried to join my online coaching program Ecommerce Amplifier yesterday with the 50% off coupon code may have got a message saying “the coupon cannot be used yet.” This was a temporary issue and has now been resolved.

If you tried to register during that time you can try again anytime again before the expiration date using that coupon and you should now get 50% off the first month as expected. I have also extended the offer one extra day due to this issue.

See you on the inside!

50% Off Ecommerce Amplifier. Limited Time Only

Ok, I’m looking for the next set of store owners who want to be part of Ecommerce Amplifier. The current group is working their way through the system having great success and now it’s time to add to the mix.

For a limited time only you can get 50% off your first month in my online coaching program. If you have been considering joining then now is a good time to take advantage of the opportunity. This is the first time this offer has ever been presented and likely the last time.

I’ve posted a coupon code on the front page of Ecommerce Amplifier that expires at midnight on March 11, 2010 (only 7 days from now!) Once the coupon code expires, that’s it. No exceptions.

Remember, as a member of Ecommerce Amplifier I give you access to the same tools resources and process I personally use to build very successful ecommerce businesses daily. Plus you get access to me as your personal mentor and can ask me anything you want about how to better your business.

Best of all, this is a month to month program (no long term commitments) that you can easily cancel any time you want by simply clicking a link—so you’re not locked into anything.

There’s no better time to start building your business. Let’s do it together.