Huh?? …I hear you say. Yeah, I kinda thought not.
If you’re using Google Analytics “out of the box”, it’s probably only to figure out what’s going on with your website visitors in general: where they came from, which pages they spent how much time on, etc. And that will invariably include those visitors who click through from your nurturing emails; but the problem is that Google lumps them into the “Direct” category, along with (read: indistinguishable from) those visitors who came in via a bookmark or who typed in your site’s url.
But all is not lost: in a post on his Industrial Marketing blog, Achinta Mitra shows us two ways to close the loop between email and GA:
“DIY” integration: “There’s a handy tool called the Google Analytics URL Builder that is great for generating tagged links that you can add to your email campaigns,” says Achinta. And Google’s blog on Analytics is a great resource for tips on tracking email campaigns. It’s a bit of work, but probably not the worst thing you’ll do, most weeks.
Via your ESP: Many Email Service Providers enable integration of email with GA under their tracking service. Achinta provides a step-by-step recipe for setting this up with the ESP, Benchmark; it would vary somewhat, but not greatly, for other ESPs who provide an analogous service. Once you do this, the results of all your email campaigns will be sitting in GA under an “Email” tab within Traffic Sources; what could be simpler?
With all that data available, you’ll be able to fine-tune your emails, landing pages and offers …putting you on the path to higher ROI. Has anyone tried this or some other method of instrumenting your email campaigns?