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When looking at the Traffic Report in Google Analytics once an email campaign has been sent it can be hard to get a good understanding of how much traffic came to the site and how these visitors interacted and converted.
Unfortunately, Google can’t track this automatically for you as there are so many email providers but luckily it’s nice and easy to implement tracking yourself so that you can see exactly how many visits were generated from each email campaign and how these visitors interacted with your site.
What you need to do is add a string of tracking code to each link to your website within your email, but don’t worry, this code is used in the link reference rather than being visible to the users. To generate the tracking code use this Campaign URL Builder from Google.
Firstly, enter the URL you want to track:
Secondly, choose how you want to see the data reported in Analytics by specifying the Campaign Source, Medium and Name:
The Campaign Medium is the over arching category and includes organic, cpc and referral as standard so I would recommend using ’email’ for your email campaign.
Source is the next level down and can be more specific, here I would recommend using something like ‘summer newsletter’ or ‘red widget promotion’.
The Name can be as specific as you like, you could use a top level categorisation or you might even want to go as far as labelling each link differently, ie ‘header offer’, ‘specific blog post’ or ‘job ad 1’.
You can also use the extra fields depending on how much you want to track. I’d recommend having a look in Google Analytics and working out what kind of information you want to appear in each report, this will help you see what sort of label would work best for each area.
Email Envelope via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.