Google Analytics is a powerful tool that can be used for a variety of purposes, including using Google Analytics for email marketing. If you’re not tracking your emails with this tool, you’re missing out on important data that can help you improve your campaigns! In this blog post, we will discuss how to set up Google Analytics (GA) email tracking and reports. We’ll also cover the basics of using Google Analytics for email marketing, so you can get started right away!
Why you need Google Analytics email tracking
First, let’s take a look at why you should use Google Analytics for email marketing. In general, GA can help you track various aspects of your campaigns such as how many people opened your email, clicked on links within the email, and even conversion rates. This data is essential for understanding how well your emails are performing and making necessary adjustments to improve results.
Additionally, using GA for email tracking can help you better understand your audience and their interactions with your emails. For example, you can see what time of day people are most likely to open your emails, what type of devices they are using, and even where they are located. This information can be used to segment your list and send more relevant and targeted emails.
How to start tracking emails with Google
Now that we’ve covered the basics, let’s walk through how to set up GA for your Google analytics for email marketing reports and data.
The first step is to create a goal in GA. This will allow you to track how many people are completing a desired action such as making a purchase or subscribing to your list.
The video below will provide you with an initial overview of the Google Analytics interface, so you can get a bit more accustomed to the interface.
Creating a Goal
To create a goal, log in to your GA account and click on the “Admin” tab. Then, select “Goals” from the column on the right-hand side.
To further speed up the familiarity (of creating these settings), it may help to enrol in Google’s free Google Analytics for Beginners course.
Next, click on the “+ New Goal” button and choose “Custom.” Under “Type,” select “Event” and then enter the details of your goal, such as the category, action, and label. The category and action are required fields, but the label is optional. Once you’ve entered all of the necessary information, click on the “Save” button.
Adding a URL
The second step is to add URLs to your emails so GA can track them. To do this, simply add a piece of code to the end of each URL in your email. This code will allow GA to track the activity associated with that particular URL. The code contains something similar to this:
utm_source=email&utm_medium=email&utm_campaign=promo&utm_term=spring-fashions&utm_content=link
For more information on how to add this code, check out Google’s documentation at: Collect campaign data with custom URLs.
Creating a Segment
Clearly when planning to use Google analytics for email marketing, you need to have demographically relevant data.
The third and final step is to create an advanced segment in GA. This will allow you to see the data associated with your email campaigns in a separate view within GA. To create an advanced segment, log in to your GA account and click on the “Admin” tab. Then, select “Segments” from the column on the right-hand side.
“Condition,” select “Campaign Source.” Then, enter the name of your email campaign in the text field. Click on the “Save” button and your segment will be created!
Google provides some good documentation at: Build New Segments
Google Analytics Reports
One of the best parts about Google Analytics email tracking is that you can track any type of email, whether it’s a mass mailing or a one-to-one message. So if you’re looking for a way to track your email marketing campaign, GA is the way to go.
Do consider the link to the basic GA course (it’s free), which I included in this post. It can help you learn how to take your Google analytics for email marketing to the next level.
Now that you’ve set up GA email tracking, let’s take a look at some of the reports you can generate.
Real-Time Report
This report will show you how many people are currently viewing your emails and what they’re doing with them (this is classic Google analytics for email marketing data that all email campaigns should use). To access this report, log in to your GA account and click on the “Reporting” tab. Then, select “Real-time” from the menu on the left-hand side.
Campaign Report
This report will show you how many people have opened and clicked on links in your emails. To access this report, log in to your GA account and click on the “Reporting” tab. Then, select “Campaigns” from the menu on the left-hand side.
Next, choose the campaign you want to view data for and then select “Overview.” The report will show you a summary of how your email performed, as well as detailed information about who opened it and clicked on links.
Behavior Flow
The third report is the “Behavior flow” report. This report will show you how people are moving through your website after clicking on links in your email. To access this report, log in to your GA account and click on the “Reporting” tab. Then, select “Behavior Flow” from the menu on the left-hand side.
This is another critical facet of Google analytics for email marketing – You need to know this so you can better build your landing, lead, etc. pages (as well as tweak your email content).
Next, choose the campaign you want to view data for and then select “View Full Report.” The report will show you a detailed breakdown of how people are moving through your website after clicking on links in your email.
Follow the Google Terms of Service on Privacy
As with any use of GA, make sure you abide by the Google’s Terms of Service on Privacy. This means making sure you have a privacy policy in place that covers the use of GA and ensuring that your emails are compliant with CAN-SPAM CASL, GDPR, etc. laws.
By following these steps, you’ll be able to set up GA email tracking and start generating reports that will give you insights into how your email campaigns are performing.
Conclusion
Google Analytics for Email Marketing is a powerful tool to understand your email campaigns better and make data-driven decisions. The three important reports you can generate in google analytics are the Real Time report, Campaign Report, Behavior Flow Report. These reports will give insights into how your emails are performing! Google’s Terms of Service on Privacy should be followed as with any use of GA. Your privacy policy should cover the use of GA and emails should be compliant with applicable legislation.
Now that you know how to set up GA email tracking, go forth and make your email campaigns more data-driven!
You can learn much more about email marketing (including using analytics for email marketing) by visiting our Small Business Email Marketing posts. As well as find out more about Email Analytics.