How to track your emails with Google Analytics UTMs?

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When a company decides to start sending email campaigns, it is important that it can measure the returns. Digitaleo allows you to obtain deliverability and opening rates as well as click details, but how do you know what people did on your site after clicking on a link in your email? We will see how to measure your "post-click" statistics using UTM and Google Analytics.

How do you know what people do on your site after clicking a link in your email?



1 - How is a UTM constructed?
utm-example-Digitaleo_1.jpg



You have certainly already noticed URLs containing the terms fresh dataset "UTM" in the emails you receive? You should know that these do not change the destination page in any way but are only used to obtain detailed statistics on the actions carried out "post-click" . But how do you build a tracked link with UTM tags?

tag-utm.pngA tracked url always starts with the desired destination page url (note that the url must be a link to your own site), after this destination url is a UTM tag. This UTM tag always includes two elements: a parameter and a value associated with this parameter.



For a tracked URL to work, it must contain at least the three essential UTM tags:


Campaign source (utm_source):

Here you enter the source of distribution of the shared link.
Example: digitaleo, emailing, newsletter, etc.

Campaign medium (utm_medium):

Here you enter the medium on which your campaign is based.
Example: newsletter, promotion, prospecting, loyalty, information, event, birthday, etc.

Campaign name (utm_campaign):

In this field, you choose the name of the campaign and the context.
Example: valentine's day_2016, christmas_2015, summer_collection_2016…

A concrete example:

The tracked link : http://www.dressing-shop.fr/?utm_source ... entin_2016
The destination page of the url: http://www.dressing-shop.fr/
The parameters for tracking: ?utm_source=email-digitaleo&utm_medium=promotion&utm_campaign=saint–valentin_2016

Here the shared link has as its source an email sent from the Digitaleo platform. This is a promotional email and this campaign corresponds to a promotion for Valentine's Day in 2016. We will see in the last part how these parameters are sent back to Google Analytics.

To quickly create your UTMs you can use Google's URL creation tool https://support.google.com/analytics/an ... 3867?hl=fr or download our Excel file for generating tracked URLs .




2 - How to use a UTM in your emailing?
Now that your tracked links are created, you are probably wondering: that's great, but how do you use them?


With Digitaleo, nothing could be simpler. All you have to do is select the image or text that will be clickable, then paste the tracked link into the URL field.

utm-digitaleo.png

Your links are now tracked and you will be able to:

Go beyond the statistics provided by Digitaleo or any other emailing solutions. In addition to the opening rate and the number of clicks, you will be able to know precisely what actions the clickers have taken on your site.
Measure which elements (image, CTA, text) generate clicks with the most engagement .
Calculate your ROI by looking beyond just the opening rate and number of clicks.
Answer the questions: out of 100 clicks, how many took action on the site , how long did they stay on the site, how many pages did they visit, etc. You can even go into detail by specifying which actions were taken (registration, purchase, contact request, etc.)
All this information will be very valuable for improving your emailing, but also for improving the relevance of your site, particularly the user experience and the conversion funnel.





3 - How to analyze UTM statistics
after sending your email campaign?
To access statistics and analyze the actions taken on your site by people who clicked on a link in your email, simply log in to your Google Analytics account.

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1. In the “Acquisition” tab, go to “Campaigns” then “All campaigns”, there you will find the first parameter of your UTM, the “utm_source”.

UTM_1.png

2. By clicking on it you will access the list of second parameters “utm_medium”

UTM_2.png

3. Then click on the "utm_medium" to access the "utm_campaign" and see the detailed statistics of your campaigns. Here we have chosen the utm_medium "promotion".

UTM_3.png



A good practice is therefore to choose a "utm_source" then choose sub "utm_medium" and finally sub "utm_campaign", it's up to you to create a hierarchy and organize your UTM tags in order to have clear and simple statistics to analyze.

There you have it, you know everything about Google Analytics UTMs, it's your turn!



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