How to Track Campaign Performance in Google Analytics
To start tracking your campaigns in Google Analytics:
- Create a Google Analytics property for your website.
- Create goals.
- Set up ecommerce tracking.
- Login to your eSputnik account, go to personal profile > Settings > Laboratory and enable UTM tags.
You don’t need to configure extra integration of eSputnik with GA.
GA shows statistics on
- New users;
- Revenue, etc.
To see data on transactions and revenue, you need to set up ecommerce tracking.
To see data on channels, go to Acquisition > All traffic > Channels.
Set up the range of dates for analysis.
You can set up two date ranges to compare the dynamics of results: enable Compare to and specify the second range.
Web Push and Viber don’t belong to default channels. Data on them is given in (Other). You need to set up channel distribution manually.
To assign UTM with the parameter utm_medium to the corresponding channel, add it to the list. At the bottom left, click Admin. If the tabs are collapsed, you’ll see only the gear icon.
Go to View > Personal Tools & Assets > Custom Channel Grouping BETA and click + New Channel Grouping.
Next, (1) enter channel name and (2) define rules of how you’ll represent the channel in the parameter medium (2).
Optionally select a display color.
When creating a new channel grouping, pay attention to their placement order. If the channels have the same rules, GA will record traffic for the first channel on the list. For example, traffic is defined as referral and if the Referral channel is placed above Social, put the added channel above the rest. The data in the reports will be updated in 24 hours.
General Campaign Performance
To get data on the channel audience and reports on campaigns, go Acquisition > All Traffic > Channels. Select All Users and click + New Segment.
In Traffic Sources > Campaign specify the campaign you want to get the report on. In Medium, enter email or another channel the campaign was sent in.
Apply filters and view the report.
Thanks to UTM tags that are automatically transferred to GA from eSputnik, the data in the reports is distributed between two categories: eSputnik-promo and eSputnik-trigger.
Single Campaign Performance
To analyze the performance of a particular campaign or trigger, go to Acquisition > All Traffic > Channels > Source/Medium and select one of the mediums: eSputnik-promo or eSputnik-trigger.
In Secondary dimension, select Campaign and view the corresponding data.
Campaign Series Performance
You can analyze performance of a series of campaigns if they are labeled with tags in eSputnik. To see data on one series, add the same tags in the same amount and order to all emails included in the series. Otherwise, GA will consider these messages as different campaigns.
Go to Acquisition > All Traffic > Channels > Primary Dimension > Source Medium and select Other > Acquisition > Keyword.
Contact Identification by ID
You can track your customer purchase activity using their ID in eSputnik.
Go to your personal profile > Settings > Laboratory > UTM tags. The parameter $contactId is specified in Campaign content utm_content by default. Leave it unchanged. Read more on UTM tags in eSputnik.
To see the report in GA, go to Acquisition > All Traffic > Channels > Email > Primary Dimension > Ad Content.
Client ID (cid) and User ID (UID) are included in GA and are added to the tracking code on the site. These reports belong to the general analysis of user site behavior. Please contact your developers for detailed information on them.
Create a dashboard for a channel to track such metrics as:
- New users;
- Sessions by browsers;
- Revenue, etc.
Go to Customization > Dashboards and click Create.
Enter the title and click Create Dashboard.
You can customize each widget separately or use the default set. On the dashboard, you can display 1 to 12 widgets – small reports that visualize data on one of the indicators.
Your dashboard will be stored until you delete it. Select the necessary range of dates and track the metrics you need. More on dashboards.
Product List Performance
You can also analyze the performance of product recommendation blocks. To track this data in GA, you need to set ecommerce and transfer basic product data: name, category, price, ID, etc.
Go to Conversions > Ecommerce > Product List Performance to see data on views, click rate, CTR, adds to cart, purchases, revenue, etc.
You can also track the site recommendation performance in eSputnik reports. There you can find data on:
- Item quantity;
- Purchase amount;
- Average order value.