All marketers are aware of the importance of reporting for analysing past successes and drawing conclusions for future campaigns. This is why we’ve worked hard to make our integration with Google Analytics as easy to use as possible, making it simple for you to track that allimportant ROI.
Adding the tracking code
We build the tracking code for you – all you need to do is tell the system you want it added to your links.
To do this, go to the tracking & web analytics tab when creating your message and tick the box for I would like Google Analytics tracking enabled for this message.
This will add the relevant code to all your links when the message is sent as a live campaign (not in a test send or as a one to one).
Linking your Google Analytics Account to Pure360
Once you’ve sent your first campaign with Google Analytics tracking enabled, you’ll need to link your accounts up.
Go to campaigns and then reports, and select the report that had the tracking enabled.
Near the top of the report you should see a Google Analytics tab. From this tab you’ll see an option: click here to link your Google Analytics account.
You’ll then be able to enter your Google Analytics login and password, and your account will be linked.
Reporting in Google Analytics
Once you’ve integrated Google Analytics with PureResponse, and sent out a campaign with the tracking code appended to your links, you’ll see the following values attributed in Analytics: source = emailCampaign, medium = email.
You can drill down into this by going to sources then tracking sources then campaigns you’ll see campaigns sorted by the message name you gave it in the Pure360 system.
Traffic Reporting
When the email campaign has been sent with the GA code on it, you’ll see an extra tab in the campaign report – you can switch between Email Reports and Google Analytics. You will need to make sure you are signed into your Google Analytics account to view the correct data. The tab won’t appear for campaigns sent out without the tracking code appended.
Click on this Google Analytics tab and you’ll see that some reports have been pulled directly from the GA interface.
Site visits, time on page and bounce rate
Most marketers will be looking for the number of site visits they got from the links within their campaign, and the subsequent time spent on page and bounce rate, so you’ll see this in the report as below:
Goals and Conversions
The Pure360 system will also draw in reports on goals you have set in GA. It will show the Goal Performance report, and will display the value of these conversions based on the value you have set in Google Analytics for a conversion (note that this will be different to any actual basket value).
The total conversion value multiplied by number of conversions will equal the revenue value displayed in the report.
This report will display as above – note that conversions are from the same session as the click and won’t include returning visitors.
Unlink your Google Analytics account
If you ever need to unlink your Google Analytics account, please follow our separate guide here.