In addition to finding out the click behavior using a conversion pixel, you can also find out the click behavior via Google Analytics. You can then see who comes to your website through your mailings or landing page.
Setting up Google Analytics tagging via email is different from setting up via a landing page. In this article, we'll describe both applications:
1. Google Analytics and mailings
By tagging links in your mailings, you also make them measurable for Google Analytics. You can then view the behavior, get to know contacts better, and respond to this with the content of your emails.
In this chapter, we describe:
What does link tagging look like?
An example of a link tag:
http://www.spotler.nl?utm_source=newsletter%20customers&utm_medium=email&utm_campaign=summersale&utm_content=header%20image%20summersale
What comes after the question mark are the values that are needed for Google Analytics to be able to measure. These are called UTM values.
What do you fill in as UTM values for Google Analytics?
The values are free to fill in and which is useful in terms of recognizability for yourself. Here's an example:
- Source*: For source, use the name of your mailing or landing page. For example: Newsletter customers.
- Medium*: Here you can give email or landing page as a medium.
- Campaign*: The overarching campaign name that you can reuse, such as Summer Sale.
- Term: Theme of the utterance. For example, the name of an event or training.
-
Content: With a word, you can distinguish links. So you can differentiate per link by including Content in your UTM values. For example: header image summer sale.
Tips
To prevent a chaos of tags and information from appearing in Google Analytics, we advise you to pay attention to the following:
- Ensure consistent use of tags by using the same tags across the organization.
- Make specific agreements about capitalization because tags are case-sensitive.
- Keep it simple. Use logical tags that are as short as possible.
- Be aware of subdomains and countries.
- At a minimum, use the tags: Campaign, Source and Medium.
How do you apply Google Analytics in MailPro for mailings?
There are two ways to apply Google Analytics in MailPro:
- Automatic; where you can set both fixed values and variables per campaign. You can set this up once for all your mailings.
-
Manual; you manually generate link tags via a URL builder.
Automatic
If you want to automatically add Google Analytics to your link, you can set this up per campaign. You can do this via Setup > Campaigns. Select the campaign and click Edit. Scroll down to URL parameter pattern.
The advantage is that you can set this up once for use in all mailings.
For example, you can set "medium: email" as a fixed value and choose to use the following variables for the other values: {$campaignName}, {$mailingName}, {$linkName}, {$CAMPAIGN_ID}, {$MAILING_ID}, {$date=%Y%m%d} and all available subscriber fields ({$email} et cetera).
Example: utm_source=mailpro&utm_medium=email&utm_content={$linkName}&utm_campaign={$mailingName}
The variables, such as content and campaign, are filled in with the name of the mailing and the click name.
Manual
Generate a link with tags through a URL builder. You can use these links as a link in your email or landing page. You can generate a separate URL for each link. A useful URL builder is: https://ga-dev-tools.google/campaign-url-builder/.
Decide for yourself which domain you want to measure
Under the option where you can enter the UTM code, another option is offered: determining which domain(s) should be measured. This means that only the domain (or multiple domains) that are filled in will have the UTM code work. For all domains to which the UTM code is set, the UTM code is then pasted behind the URL. This allows you to measure, for example, the number of website visitors in, for example, Google Analytics.
2. Google Analytics and landing pages
To apply Google Analytics to your landing page, you need a UA code. You get this UA code from your Google Analytics environment and paste it in the field when creating a new landing page.
It may take some time before you see visitors.