WhatCounts – How to integrate google analytics campaign data into email lists
We’re huge fans and advocates of using Google Analytics for your website as part of understanding your digital marketing and email marketing ROI. Most of the time, we use Google Analytics to track what happens after you use email to send customers back to your website. But what if we could use Google Analytics’ tracking codes a little earlier in the process and segment your list with them?
It turns out, this is not only possible, but relatively straightforward. If you have developers or an IT department to help you with some of the coding, please share this post with them.
Google Analytics passes 3 snippets of text along using its URL builder: source, medium, and campaign. When you’re creating trackable URLs for marketing campaigns (via any channel), you assign values to these. For example, if we advertised in the NY Times online edition, we’d specify the source as NY Times, the medium as Advertising, and the campaign would likely be the date the ad ran.
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