| About Google Analytics Google Analytics is a powerful web analytics tool that is available to use at no cost. The nature of a free piece of software is such that most people, although having it switched on, don’t really utilise Google Analytics to its full potential.
As you can see from the above screen clip, as well as watching the big blue line showing daily traffic, you can utilise the advanced segments functionality to visualise in any time period what were the key contributors to site traffic, or whether one channel (say email) was performing better than another (say PPC).
In addition, you can set up conversion goals, then review by campaign type or even name to see whether or not the site traffic you are generating is the type you want (the converting type). So, How does it all work? In GatorMail you can turn on Google integration either globally (config), or at a campaign specific level (campaign details). Once activated all you now have to do is tell us which links you would like to track as you insert them.
Inserting a tracked link in GatorMail So, now it’s all turned on, every time someone clicks on a link in your email which drives them to your website, Google analytics is passed the following data through its API; • utm_source=refering URL eg communigatormail.co.uk
• utm_medium=type ie email
• utm_campaign= campaign name ie google analytics
• utm_term=subject line ie Hints and Tips on Email Marketing
• utm_content=content as required Now that Google Analytics is aware of your campaign name, your subject line and your type, you can use its advanced features to filter, report, split test and alert.
For those already using Google analytics, you may notice that this functionality has been built to replicate that present in the Google link builder. Conclusion GatorMail will now refer your clicks into Google Analytics as if Google had generated them itself. This means all the functional areas available to you in Google Analytics are filtered for specific email campaigns, giving you true visibility of the outcome of your email marketing, and metrics of how it perform against other digital channels.
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