GOOGLE ANALYTICS, EXTENDED TRACKING
Table of Contents Google Analytics... 3 How to measure the performance of email traffic to your website... 4 How to add your Google Analytics Tracking to CommuniGator link...10
Google Analytics Page 3
How to measure the performance of email traffic to your website Using Google Analytics, you can study the differences in the performance of e-mail compared to other mediums. This document shows how to configure your Google Analytics to display this data. Audience Overview - Google Analytics The above example shows a comparison of bounce rates to a website divided into two segments; Email Traffic and All Visits. Page 4
Audience Menu - Overview To create the same Overview in your own Google Analytics, first navigate to the Overview tab under Audience Advanced Segments Then, select Advanced Segments under the Audience Overview menu New Custom Segment Page 5
In the dropdown menu, select + New Custom Segment in the bottom right hand corner New Segment Name Then, give your segment a name such as "Email Visits" Segment Medium Next, select the green box with the option Ad Content and use the search function to find and select Medium Page 6
Medium - Email Type Email into the input field next to Containing (select Email if prompted) Save Segment You can the use the Save Segment function at the bottom of the window. Page 7
Segmented Overview Once you have saved the segment, you will automatically be able to see e-mail traffic data in comparison to All visits. Change the metric to Bounce Rate to get a sense of how e-mail compares to other sources in terms of sticky traffic. A lower bounce rate is better. Segmented Bounce Rate Below the Overview, you will find specific percentages for Bounce Rate. Page 8
GOLDEN GATOR AWARDS To enter the Golden Gator Award, we need to know your e-mail visit bounce rate for the past 6 month. Simply change the date options top right and Google will recalculate the percentages based on this range. Page 9
How to add your Google Analytics Tracking to CommuniGator link Did you know that you can automatically add Google Analytics tracking to your CommuniGator tracked links? In this article we will show you how to set up some default values so that you can track every click in Google Analytics, as well as CommuniGator. Accessing System Defaults First of all head over to Tools > System Defaults to check out your default values and make sure that the code will be entered as default. Page 10
Google Analytics Here we can see that Google Analytics is not be added as a default. To do this simply check the tick box. Then to check your default values click on the pencil. Checking your utm values Here we can see the values that will be sent through to Google Analytics. This allows us to build up a picture of our visitors and where they have come from. The three most important values are: Page 11
utm_source defines the origin of the visitor. Other example might include search engine or another website domain. utm_medium defines the method of delivery. It is important that this is set to 'email' as it can the be compared to PPC, organic and banners etc. utm_campaign defines the individual campaign within the medium. This allows you to drill down further and compare campaigns without effecting the stats you can gain from utm_medium. The other two are considered optional but CommuniGator still populates them are a default: utm_term may allow you to compare two subject lines across a split test from the same campaign. utm_content in this case is set to id. As both utm_content and utm_term are optional these are the ones that you may wish to experiment with depending on what information you want pulled through from CommuniGator. Inserting the tracked link Now when adding a tracked link you will notice that the Google Analytics box is ticked as default. You are also able to click on the pencil here to change the default values for this link specifically. Page 12