Best practices for email tracking using Google Analytics

Do you send email newsletters to your customers? How many people click on them to visit your website? What do they do once they get there? Do Text emails work better than HTML emails? Those are some of the questions you will be able to answer if you use Google Analytics to track your email newsletters.

Here is how you do it. When you are creating the links in your newsletter, visit the URL builder (http://goo.gl/WodTW), add the URL you want to use, and fill the following parameters:

1. Source: [newsletter edition, e.g. newsletter-apr-2012]
2. Medium: email
3. Term: [identifier for the place where the visitor is clicking, e.g. top-image]
4. Content: [txt or html]
5. Name: [newsletter name, e.g. product-news]

Once you do that and send out the newsletter, you will be able to check this info under Traffic Sources => All Traffic. If you search for "email" you should find your newsletter entries. After doing that, you can select the Secondary dimension drop down (as shown in the image below) and see how each newsletter performs for keywords clicked, ad content (txt or html) or campaign (newsletter name).

All the info above can be changed to fit your tracking needs and if you use a tool like +MailChimp, they will do it automagically for you. For more on this, watch the hangout I did with +Chris Lang. We start talking about email tracking at minute 33:50. Here it is Google Analytics For Social Media
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