Using Google Analytics in email newsletters
Google Analytics is a great web analytics tool that allows you to monitor important performance indicators of your site.
At the same time, few people know that Google Analytics can be used for e-mail newsletters, including to determine the ROI, the number of referrals from the list, the number of goals achieved. In our UniSender mailing service, we made it as convenient as possible.
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Technically, this is done very simply, but one condition is put forward for mailing - it must be in HTML-form, otherwise it will not be possible to change the link codes.
And there is one more thing - you can’t count the number of letter openings by inserting standard Google Analytics JavaScript code into them. This is due to the fact that scripts do not work in 99.9% of mail programs. However, it is still possible to count the number of discoveries, but this is at the very end.
So, in order to count the subscribers who have come to your website from an e-mail list, you must add certain standard parameters to all links. This can be done using the link builder from Google. In this case, the links change the look as follows:
It was:
It became:
These parameters should be added to all links, the transitions on which should be fixed and taken into account when analyzing traffic. Parameters denote the following:
In the UniSender mailing service, we have completely automated this whole routine of link replacement. In order to have statistics on the performance of mailings, you just need to tick the corresponding checkbox in your account settings.
At the same time, the necessary parameters will be automatically added to all the links, and therefore the Google Analytics script installed on your site will correctly calculate these users. If you have set goals, you can sample what percentage of the recipients reach them.
It is worth noting that Google Analytics will not be able to calculate the percentage of mailings read (how many people opened a message, and how many did not), the number of delivered and undelivered messages, the number of spam blockings. To do this, use the internal statistics of UniSender mailings, which will easily answer these questions.
At the same time, few people know that Google Analytics can be used for e-mail newsletters, including to determine the ROI, the number of referrals from the list, the number of goals achieved. In our UniSender mailing service, we made it as convenient as possible.
')
How it's done
Technically, this is done very simply, but one condition is put forward for mailing - it must be in HTML-form, otherwise it will not be possible to change the link codes.
And there is one more thing - you can’t count the number of letter openings by inserting standard Google Analytics JavaScript code into them. This is due to the fact that scripts do not work in 99.9% of mail programs. However, it is still possible to count the number of discoveries, but this is at the very end.
So, in order to count the subscribers who have come to your website from an e-mail list, you must add certain standard parameters to all links. This can be done using the link builder from Google. In this case, the links change the look as follows:
It was:
http://www.unisender.com/ru/features
It became:
http://www.unisender.com/en/features?utm_source=UniSender&utm_medium=newsletter&utm_campaign=HabrArticle
These parameters should be added to all links, the transitions on which should be fixed and taken into account when analyzing traffic. Parameters denote the following:
| utm_source | Specifies the source of the ad campaign. For example, Google, Yandex, Begun, UniSender, etc. |
| utm_medium | Defines the means of traffic delivery. For example, cpc, email, newsletter |
| utm_campaign | Specifies the name of the ad campaign or keyword. For example, HabrahabrPromo, NewYearSales, FreeOffer. |
How is it automated?
In the UniSender mailing service, we have completely automated this whole routine of link replacement. In order to have statistics on the performance of mailings, you just need to tick the corresponding checkbox in your account settings.
At the same time, the necessary parameters will be automatically added to all the links, and therefore the Google Analytics script installed on your site will correctly calculate these users. If you have set goals, you can sample what percentage of the recipients reach them.
It is worth noting that Google Analytics will not be able to calculate the percentage of mailings read (how many people opened a message, and how many did not), the number of delivered and undelivered messages, the number of spam blockings. To do this, use the internal statistics of UniSender mailings, which will easily answer these questions.
Source: https://habr.com/ru/post/118778/
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