One of the most popular posts on my blog over the past couple years has been my email metrics (KPIs) post from last year. Measuring marketing programs is very important to organizations who are making investments in their business online. Analytics helps to make those investments transparent to us.
I wanted to add some key performance metrics for emails you can do in order to get the next level or reporting on your campaign performance. The information below is not only for emails, but you can use this information for advertising creative or other campaign initiatives your organization may be doing.
Google Analytics allows for campaign codes to be put into your links, which can allow more granular reporting via your analytics later on. Here is a page that helps you to create those campaign codes. Here is what an example link would look like with all the campaign information in the link: www.707marketing.com/?utm_source=Monthly_Email&utm_medium=email&utm_term=1234ABC&
Let me go into a bit of detail on the campaign codes:
- utm_source: Required. Use utm_source to identify a search engine, newsletter name, or other source.
- utm_medium: Required. Use utm_medium to identify a medium such as email or cost-per- click.
- utm_term: Used for paid search mostly. Use utm_term to note the keywords for this ad. I use this for campaign codes I develop so they are all unique. You can use any of these spots for any type of tracking you want to do. I do recommend keeping it consistent however, so if you go one direction stay that way for consistency.
- utm_content: Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
- utm_campaign: Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Once you have this information in your links, we can use the behavior flow diagrams to see the performance of campaigns. What kinds of interactions did we generate for our users? The diagram below is a landing page summary. The red lines in the diagram represent the exits from a page. This allows us to see if they just went to the landing page and read what you had and went further into the site or if they left.
Navigation to the Behavior Flow is on the left in Google Analytics and it looks like the image to the right.
Once you click in, you will see something similar to the diagram below. From here you can look for your campaigns, terms, etc…
Almost as important is the landing page for your campaigns. When you work hard to get that click from any ads, social media, blog post, affiliate links, etc… you do not want to lose the user once they hit their destination. We also need to be able to track if the users convert on the landing page and we can use event tracking to help. Here is a tool to add event tracking to your landing page forms.
Once you have event tracking installed on your call to action button, you can see how many of those event happened in Google Analytics (A post for another day).
I hope this was helpful and as always, if you have questions do not hesitate to contact me.