Embed Google Analytics for conversion tracking
Evaluate the success of your newsletter campaigns
Simply set up tracking
Easily activate Google Analytics URL tracking in the campaign settings.
Analyze user behavior
Get to know your target group better and optimize your newsletter campaigns.
Achieve sales targets
Perform a sales analysis and measure the conversions achieved.
Why is conversion tracking so important in email marketing?
Definition - How the conversion rate is measured
To find out the conversion rate of your email marketing, the visits to your website are related to your newsletter and these website visits are evaluated in terms of resulting conversions. Conversion rate is a very important metric in email marketing. For this metric, the higher the better and the more successful the newsletter campaign.
Conversion Tracking mit CleverReach und Google Analytics
Conversion tracking for the CleverReach email marketing tool is determined using Google Analytics. Google Analytics is a widely used analytics tool for websites that allows you to analyze relevant information about your customers' user behavior, such as:
- the number of views of your website
- the origin of your visitors
- dwell time on your site
- search terms, landing pages, entry pages
- Conversions
A conversion can be defined in different ways, for example as
- Download of a software
- Registration as a customer
- Purchase of a product.
Attention: You want to enable conversion tracking via Google Analytics? In this case the linked website must have Google Analytics.
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Evaluate your newsletter success with Google Analytics
Conversion Tracking: What happens on my website?
1. Easily set up newsletter tracking with Google Analytics
You want to find out what happens on your website after a click on a link in the newsletter? Abandonment, dwell or conversion? Find out with the help of Google Analytics.
To be able to use newsletter tracking with Google Analytics, you first need a connection between your CleverReach account and the Google Analytics tracking of your website. To do this, activate Google Analytics URL tracking in the campaign settings when creating the newsletter and enter the necessary UTM parameters.
From now on, you can evaluate your newsletter campaigns with the help of Google Analytics.
To enable Google Analytics tracking, the linked website must also have Google Analytics. During the evaluation you can find your mailing with CleverReach as campaign source.
By activating it, corresponding parameters for Google Analytics will be attached to all links in your newsletter. In doing so, the links are uniquely identified for each newsletter, so you can accurately attribute the origin of your visitors to the website.
- Campaign source (utm_source): In our case, this is your respective CleverReach newsletter.
- Campaign medium (utm_medium): Your campaign is distributed via the medium of email.
- Campaign name (utm_campaign): This is the name of the campaign sent.
- About data protection and GDPR: If you have integrated Google Analytics into your website, it is necessary that you refer to it in your privacy policy.
2. Online stores: Show conversion and sales with Google Analytics
Online store operators need more than just opens and clicks: In e-commerce, it is particularly helpful that the result of conversion tracking is displayed as sales in the newsletter report. With conversion tracking through Google Analytics, you record how many clicks on your links have generated purchases.
TIP: Conversion tracking with Google Analytics is not only useful for online stores, it is also used to measure other types of conversions such as downloads or sign-ups, and evaluating these metrics will help you improve your online presence.
In addition to evaluating your email campaigns themselves, relevant information about the links in your newsletters will help you better measure success. For example, how often an advertised product actually generated a purchase in your store. This is exactly what a website analysis tool does for you, e.g. Google Analytics.
3. Websites: Analyze user behavior and optimize website with Google Analytics
The results from Google Analytics will help you optimize not only your newsletter, but also your website.
- User behavior: A high bounce rate and quick closing of the landing page give an indication that your website is not providing the content your newsletter recipients were hoping for.
- Pages per session/visit: The pages viewed per session and the average session duration also indicate whether your site is providing the right information for your newsletter subscribers.
- Revenue tracking: This shows which actions and campaigns are particularly successful.
These values are viewed for each individual newsletter and allow conclusions to be drawn about the success of the individual newsletter or entire campaign. To see at a glance whether a certain value is changing at an above-average rate, there is the radar function. This allows you to monitor certain key figures. In case of strong fluctuations or falling below certain values, you will be notified.
4. Link conversion rate with other key figures
In the newsletter reports, CleverReach provides you with all important key figures of your newsletter campaigns by default:
- Open rate
- Click rate
- Bounce rate
- Unsubscribes
These tracking data of your email campaigns help to make the success of your newsletter measurable. However, they end with counting your clicks. If you want to know what happens after that on your homepage, you need a link between the newsletter and the website. For example, how often did an offer in an e-mail actually lead to a purchase in your store? You can find this out with the help of the website analysis tool Google Analytics.
With the help of Google Analytics, you can evaluate goals and actions in numbers. Define your goals and have the corresponding data measured with the help of Conversion Tracking:
- How many website visitors come to your site via your newsletter?
- Which links are the most successful (revenue generators)?
- Which subpages do your visitors continue to click on?
- How many new signups did your newsletter or campaign generate?
- Which products were viewed and/or purchased?
- How many purchases were made?
- Are there any shopping cart abandonments? (This feature is currently only available in conjunction with the Shopify integration).
- How high is the turnover of individual campaigns?
- Could data downloads be achieved, e.g. of a whitepaper of your company?
All these values can be measured and assigned to your newsletter with the help of the Google Analytics. Based on these clear metrics, you are able to determine the success of your mailings and, for example, create an accurate sales analysis of your campaign. The conversion rate must always be seen in direct connection with the objective and business model, i.e. it must be defined individually. This key figure enables you to determine or evaluate the success and return on investment (ROI). In addition, you can track which links have generated conversions. This allows you to target your newsletters even better.
5. Google Analytics or Connect link extension
In addition to Google Analytics, CleverReach offers you the Connect link extension as an alternative tracking option. This conversion tracking option is free of charge and quick and easy to set up when sending out mailings. Use the Connect link extension if you do not have a Google Analytics account. Otherwise, we favor Google Analytics, as this provides more data for your campaign evaluation.
Good to know: If you use the Connect Link extension to evaluate your email campaigns, you cannot use Google Analytics at the same time.
Evaluations and analyses of your email campaigns with CleverReach
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