Email marketing is one of the most widely used direct-marketing methods which build brands and engage customer while allow digital interaction. The study of theses interactions are important for analysing conversion path and managing the campaigns costs.
Great news ! With the integration of Google Analytics Premium and the DoubleClick Campaign Manager (DCM) and some tricky development with the measurement protocol all of theses interactions are measurable.
Indeed, the Multi-Channel Funnels reports shows you how your main marketing channels interactions work together to create sales and conversions. These channels include, but are not limited to:
– Display (impressions and clics)
– Paid seach (ex : Adwords)
– Organic Search
– Social Network
– Emails (impressions and clics)
For Display marketing Channles, now you can see if a user has interacted with one of your Rich Media ads, such as a Youtube video ad. These impressions are identified by a video icon.
In this article we’ll explore how to deal with impressions and clicks on HTML emails. Linking DCM account and Google Analytics Premium are mandatory.
Let’s take an example of customer journey which will lead to a better understanding of the problem.
A user comes to your website through one of your Adwords Ads. The day after, he receives an email, opens it but does not click on any redirect links. Two days after, he decides to come back to your website through a social network redirect link. Then, a couple of hours laters, he comes to your site by typing the name of your website URL and makes a transaction.
If you don’t measure the email impressions in Google Analytics, your attribution model will determine less accurately how credit for sales and conversions is assigned to email marketing channel within conversions path.
Just like display impressions measurement, email impressions have to be measured in the same way. Moreover, the smartphone boom has revolutionized the way people read their mails, do not miss the opportunity to measure the« micro-moments ».
Multi-Channel Funnels with impression email tracking:
Multi-Channel Funnels without impression email tracking:
This new fresh interpretation will lead to new pertinent questions.
– How many conversion paths has been driven through paths which benefited from a email?
– How much associated value?
– What other channels are needed for email to perform well?
– How do email influence the path length and time lag?
You would have also the ability to know which channel led to an email reopening. Example :
In this particular cases, a display ad supported the customer journey which led to a reopening of the email by the customer and a click within the email.
I Technical configuration
Tracking with the measurement protocol :
Throughout the following steps, we will use Mail Chimp solution. The same principle applies to others emailing solutions.
First, you should have to add Google Analytics tracking code directly to your email. In mail, while you build your template, you have the possibility to acess to your email source code, see picture below. I advice you to copy the snippet as low as possible in order to not interfere with the email content loading .
Tracking code to add:
tid=UA-XXXXXXX-XX : Update with your own Google Analytics property ID.
cid=*|UNIQID|* : It stands for Client ID, it represents an anonymous device or browser instance and is used to calculate unique users.
t=event : It represents an event hit interaction.
ec=email : Use a category of email.
ea=open : Use an action of open.
cs: It is the campaign source.
cm : It’s the campaign medium. In this case, use email as the medium.
cn : It is the campaign name.
cc : It is the the campaign content. Used for A/B testing.
z : It is the cache buster. Push a random number to ensure browsers and proxies don’t cache hits to measure the reopening.
If you use userID to measure users cross device, you may use that for emails in addition to the Client ID.
Use DCM to track impressions
You also the possibility to track impressions and clicks on an email with DCM.
DoubleClick Campaign Manager Help is unforntunately not very explicit about the way of measurement.
According to this article, there is two options:
– Ask your ad agency to use tracking ads in order to non-DoubleClick content.
– Set up an impression pixel and click tracker for HTML emails. You may need to add a campaign medium as email to see it in the MCF Channels reports (Test it !)
II UTM parameters for email campaigns
If you want to measure link in the email, you need to start using a UTM parameters naming convention.The better way to create UTM parameters for your links is by using the same naming convention and to share it with your media, social and CRM teams. Example :
Beside the naming convention, try to create your own Custom Channel Grouping(s) which will lead to specific analysis requirements for your teams.
Tips : If you want friendly URLs and not show to others your own naming convention strategy, you can create your campaign with only an ID.
Using campaign code, your new campaign will lool like this:
To help your team to understand how email channels interact along your conversion paths, you have to measure both email impressions and clicks with Google Analytics Premium, the measurement protocol and DoubleClick Campaign Manager.
Use the tracking impressions to look more closely at true customer interactions and reach a successful cross-device measurement.
This allows you to see how channels interact along your conversion paths and consequently to identify trends which allow you to pilot the purchase of advertising space and to develop a successful cross marketing strategy.
Then, there is not doubt that in the coming years, Multi-Channel Funnels will show some new marketing channels. We can easily imagine connected objects as new entrants. It is one more reason to measure the “basics” now.