But do you know how to get the most out of those data? Do you know how to cross-check your email campaign data with Google Analytics and what should you keep in mind?
Label Email Campaigns on Google
Without having the campaigns well labeled, we will not go anywhere. And for that we need, or our email marketing tool is connected / integrated with Google Analytics through a plugin or addon, or tag all the URLs of the email by hand.
Visiting a URL? Transaction? Ask for information?
First of all, you must define the objective that we are going to measure.
What are your objectives? if you are doing some Ecommerce campaigns, your objectives will probably be:
- Getting customer contacts
The data behind the campaigns ...
The initial report gives us the data of all the orders, but we want to filter the emails. In order to be able to filter it well, it is essential to have a clear labeling with a structure that can be used in order to filter the information.
And why do I want to know this? Because, although it seems strange, there are products that are sold more by email than others.
What kind of products? Depending on your business, they will be one or the other but, for example, any impulsive product or hotel reservations, restaurants ... are classic products to buy from email because they tend to be offers with an accelerator
The Attribution Data
Beyond the data we are also very interested in the attribution data.
What does this mean? Attribution data places the acquisition channel in the path of purchase. Is the email we send in our campaign the customers first contact? It is the last? Is in the middle?
This places the combinations of traffic channels that more sales (not direct) are bringing us.
In this case, the e-mail is little involved in the final count, but what is the behavior of the users who buy and use the emails?
What these data tell us is that there is sales by contribution of people who see the emails and then goes directly to the site and buys, and that there is another pattern of customer journey that is: receive the email> enter the web + us They look for organic and buy.
A good combination of channels, therefore, should be enhanced.
Cross-device or cross-device
To finish the post, one of the most interesting metrics you can use if you want to see the behavior of your users when receiving emails is the cross-device, that is, what types of devices uses the same receiver that interacts with your emails And cross it with the one that is the channel in which the conversion is just completed.
As you can see, if email marketing is important in your campaigns, measuring what happens around them and how users behave can be even more so, because the data you get will allow you to think about how much you are interested and where to direct them. Efforts.
What is your experience using Analytics in your email campaigns?