The importance of integrating with Google Analytics

Google Analytics is a powerful web analytics tool that is available to all at no extra cost.

Communigator customers are really starting to enjoy the benefits of Google Analytics Integration. It is a winner for our customers to see their email campaigns within their web traffic. If they can measure the effectiveness of the expenditure, the cost of email marketing can be justified and we all know that justifying what we spend in our budgets, and proving our activities are working, is vital.

Key Travel is a leading travel management company dedicated to the non-profit sector. They therefore need to know what marketing activity is working for them. Key Travel has been able to utilise this to visualise in any time period what the key contributors are to site traffic. This enables them to see how campaigns compare such as their travel alerts and their quarterly executive communications.

Sandra Rowlands (Marketing Coordinator Key Travel) says:

“In travel alerts we always direct people to our website as we update the newsfeed on there regularly when there is an ongoing event e.g. BA strikes. In our tailored bi-monthly communications for travel bookers we always include a link to a useful resource on our website and often get good feedback from customers who hadn’t realised that we had that resource e.g. subway maps. Google Analytics integration with Communigator allows us to compare the campaigns over a period of time.”

It is important for Key Travel to see what channel (say email) is performing better than another (PPC or SEO for example). Key Travel use business collateral, search engines, press releases and advertising to generate traffic to their web site.

Sandra from Key Travel adds: “Our web address appears in everyone’s email signatures and we print the address on all collateral, business cards etc. We also include our web address on all press releases and any advertising we do. The Google Analytics integration enables us to compare email marketing traffic to other traffic, for example coming from search engines or advertising online. This can then all be looked at over specific time periods on the Google Analytics dashboard.”

Communigator can help you get true visibility of the outcome of your email marketing, and metrics of how it performs against other digital channels.