The common problem faced by online marketers & analysts today is that, data is available in Silos and not integrated. When you send an email campaign, web related analytics (visits, bounce rates, conversion rates etc) are tracked by your web analytics tool – say Google Analytics. However, your web analytics tool doesn’t tell you how many people opened your email. Oops, now that’s the second level in your sales funnel.
Your email / CRM tool usually has this data on how many people opened the email, provided tracking is enabled.
Now, I’ll explain how to get this metrics within Google Analytics automatically.
Step 1: Create a Custom Metric. To do this, logon to your GA account, click “Admin” link on top right. Then select your account & property. If your account is already upgraded to Universal Analytics you will see an option “Custom Definitions”. Click it to see the “Custom Metrics” option.
Now click “Create Custom Metric” link. You’ll see the form below – enter details as shown below.
Once you have created this custom metric, now you have metric which can hold & display the email opens for all the email campaigns. In the next step we’ll create a pixel which will actually capture the data & then store it.
Step 2: Creating a Pixel. This is how your pixel will look like.<img src=”http://www.google-analytics.com/collect?v=1&tid=<UA-XXXXXXX-YY>&cid=<UUID>&t=event&ec=email&ea=open&cs=dealmailer&cm=email&cm1=1″ />
tid – This is your Google Analytics tracking id
cid – This the client id, and usually your email application should be able to automatically fill this field through mail merge.
cm1 – This indicates the slot of custom metric. Since this is our first custom metric, I’m passing 1 here.
Step 3: Add the above pixel to the footer of email HTML before sending the email.
You should be able to track the email open metrics by going to Acquisition >> Events >> Overview in your Google Analytics account.