Getting Started with Google Analytics
Web analytics offers a plethora of important subscriber data, but, with so much information, it can be overwhelming for marketers at first. To get started, you should first identify the key metrics you want to measure through web analytics.
Google Analytics allows you to define and track four key goals. These goals are the end actions that you want your subscribers to take, such as a completed online sale, white paper download, contact or inquiry, demonstration or pricing request, etc. All of your email marketing activities lead subscribers along a path to these end goals and conversion tracking is the most important metric for you to measure. But, alone, it does not give you enough information to understand your subscribers.
Google Analytics gives you quick and easy access to information that will allow you to build accurate subscriber profiles. With Google Analytics, you can:
- Tie goal conversion back to a specific email address or to a link through a specific email campaign
- Gather information on the average amount of pageviews per visit tied to a specific email address or to a specific email campaign
- Capture overall conversions from a specific email send
- Summarize number of total visits across all email campaigns
Email marketing is a step-by-step process that opens the lines of communication between a corporation and its subscribers and it bridges the gap between the subscribers and the corporation’s website. As technology expands, the complexities of growing, segmenting, and managing your email lists and campaigns are becoming more sophisticated. The more you know about your current subscribers, the more likely you will be to not only add them as customers, but to also find more subscribers that meet the same criteria and potential. To do that, you must understand who your current subscribers are, what their needs are, where they came from, when they subscribed, why they continue to interact with your company, and how they will respond to your email messages. Google Analytics will tell you all of these things.
The more data you have, the more accurate your trending reports will be across multiple campaigns. Combining both your email tracking features and web analytics data, you’ll gain a complete understanding of your subscribers. Once you know this information, you can use it to create relevant email campaigns that are essential to your subscribers’ needs. Contact us to learn more.
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