Adding Google Analytics to your campaign

We email marketers love open and click-through rates. They tell us the quantity of attention we've won and show us opportunities to win more, and your account's response page is the perfect place to track who's opening, clicking on and even sharing your campaigns.

But what do your readers do beyond the click, when they leave your email campaign to visit your website? Is there a way to see how your email campaigns affect your overall marketing strategy? Indeed, there is.

How to connect a mailing to Google Analytics:

If you already have a free Google Analytics account, connecting your mailing to Google Analytics is a piece of cake.

  1. Create your mailing, and get ready to send. On the "Review & send" page, you'll see a field for Google Analytics.
  2. Simply type the mailing name that you'd like to show up in Google Analytics. (It may be a good idea to use the same mailing name you've given it in the editor.)
  3. After you've sent the mailing, log into Google Analytics and find it in the Campaigns section of your Traffic Sources.
  4. Now you'll be able to view the visits to your site from your mailing -- and easily compare the data to other marketing campaigns.

How to tag links:

If you're already using Google Analytics on your website, it's easy to incorporate it with your emails campaigns as well. By adding a simple extension -- called "tagging" -- to each campaign URL, you'll be able to rank the effectiveness of your email marketing alongside paid search, print campaigns and more.

  1. If you don't have an Analytics account, set one up here. Google's installation guide explains how to place tracking code in appropriate files on your site.
  2. To incorporate Analytics in your next email campaign, start by using Google's URL Builder to turn your simple link into a tagged URL. You'll enter the URL and set the source information. The Google parameters allow you to categorize the source. Refer to Google's tagging tips for help.
  3. Do this for each link in your email campaign that directs to your website.

How to add tagged links to your email campaign:

  1. Copy the tagged link from Google Analytics.
  2. Add it to your campaign as you would any link. (Get step-by-step instructions for creating links in campaigns here.)

How to read the results:

  1. Visit your Google Analytics dashboard and select to view "All Traffic Sources."
  2. Sort by medium for the source parameters you set to view traffic from your email campaign.

And that's all there is to it. By incorporating Google Analytics with your email campaigns, you'll be able to see which calls to action resonate most and how visitors arrive at your homepage, shopping cart or landing page.

Helpful tips

What happens under the hood to the links in my mailing to make this possible?
When you enter a Google Analytics mailing name on the "Review & send" page, we automatically add parameters to each of your mailing's links, such that:

utm_medium = "email"
utm_source = "newsletter"
utm_campaign = {the mailing name you've applied}
utm_content = {the link names applied while creating the mailing; not present if you didn't fill in link names}

If you're familiar with Google Analytics, you can dial into these link parameters in your Google Analytics account.

Can you recognize and track multiple mailing links to the same URL?
Yep, if you provide a name for your link when you first create it, that name will be added as the "utm_content" parameter. If you have multiple links going to the same target, you'll be able to tell them apart in Google Analytics, as long as you gave them each a name.

How can I check my links before sending?
It's important to know that the Google Analytics tracking code might break the links you're using. You can test them by making a copy of your mailing and sending it via "Review & send" to your test group, checking the links. Then you can send your mailing to your intended contacts.