Why it’s important
Tagging your links with Google Analytics campaigns allows you track your email all the way through to action on your website. This gives you the ability to measure whether those link clicks lead to bounces or multiple page views and goal completions.
How to set it up
A great place to start for first-timers is Google's Campaigns URL builder
For this to work you must have the Google Analytics tracking code on your website and the links you create must point to your website.
The three required pieces of information needed to setup a link are:
- Your Website URL
- Campaign Source
- Campaign Medium
- Campaign Name
The Website URL is the address on your website that you want to link to (in our case http://bananatag.com).
The Campaign Source is where your traffic originated. You could label your different senders as the Source (e.g. Bananaman).
Campaign Medium is used to define what type of medium the campaign is. In this case it would be “email”.
Campaign Name can be used to segment the types of emails your are sending (e.g. SalesEmails or CustomerSupport).
Campaign Content could be used to segment the different email templates you send (e.g. InfoRequest or FollowUp).
Campaign Term could be used track different sections or links in your email. Use this to indicate the name of the link itself or the part of the message the link is in (e.g. Signature).
Click Submit and you'll get your link
In our case it looks like this:
If you’re going to be tracking these same links multiple times make sure to save them after you create them. This is a great opportunity to use the Link Manager feature in our Outlook Addin to save your custom links.
Modify the link in your email to point to the Google Analytics link.
There you go! Repeat with other links you'd like to track.
You can view website visits originating from your emails in Google Analytics under Acquisition > Campaigns. In our case they will be under the name "SalesEmails". From there you can drill down and look at the different Sources to get a better idea of how your emails are performing.
One thing to keep in mind is that there are some restrictions on using Google Analytics to identify and track individuals, so be careful about using the tool to identify a specific individuals browsing habits by creating a custom link for each person you email. You can read more about their Terms of Service here - http://www.google.ca/analytics/terms/us.html