Customize Your Email Channel Groups in +Google Analytics
One of the key factors to using #Multi-Channel
Funnels is customizing your channel groupings. The reason is that we all use channels for both acquisition and retention activities.
This is especially true with email marketing.
In order to customize your Email channel group to reflect this you must have some type of information in your campaign tags that reflects the intent of the email. This could be the name of the campaign (utm_campign) or a customization to the source (utm_source).
I like customizing the source, it let's me include both customer and prospects in the overal campaign (utm_campaign)
Once you have your links tagged the right way you can modify your default channel groups to match your criteria.
The result: you'll notice that the metrics will more accurately resemble the audience
that receive your messages. And you'll be able to tell if your email marketing is working as expected.#measure #marketing #analytics