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.

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. Let's get started.

How to tag links:

  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.