How to use Analytics for mobile apps: Google Analytics SDK vs Firebase

This is the third article in the Q&A series. I will be answering some of the most-asked questions about Google Analytics and how it works. If you’ve missed the previous articles, you can access Part 2 (What is the bounce rate in Google Analytics) and see what questions we answered there.   In this article, I will give you an answer to the following questions: How Google Analytics works for mobile apps? What are the differences between Firebase Analytics and Google Analytics? How Google Analytics works for mobile apps? Instead of using JavaScript, for mobile apps, you will be using an SDK. That is a Software Development Kit and it’s what collects the data from your mobile application. As most smartphones are either Android and iOS based, you will have different SDK’s based on the operating system. The SDK works similarly as the JavaScript and collects data like the number of users and sessions, the session duration, the operating system, the device model and the location. All of that is packed in hits and sent to your Google Analytics account. Here is an overview from The Google Analytics Help Center. The main difference is that the data is not sent right away. Because a mobile device might not have a connection to the internet at some points in time, the data is stored on the device and is sent when it is eventually connected. The process is called dispatching and it’s done at different time intervals on Android and on iOS. On Android, the hits are dispatched every 30 minutes and on iOS, every 2 minutes. Those numbers can be customised though. [subscribe heading="Need help with Google Analytics?" button_link="https://www.littledata.io/contact-us" button_text="SCHEDULE A DEMO"] Keep in mind that you can customise the code so that you can track different data in case you feel the base code is not sufficient for you. What are the differences between Firebase Analytics and Google Analytics? Firebase Analytics (FA) is another way to collect the event data. While Google Analytics is a general-purpose (and more web oriented) analytics tool, Firebase was built keeping mobile in mind. There are some things that were added in in the later and also things that are missing from GA. Here are some noteworthy points when considering Firebase Analytics: Real-time view is missing for Firebase Analytics (we mainly use this when testing the app for new events). Events are available after 4 to 6 hours in Firebase Analytics. The Behavior Flow is missing from Firebase Analytics (since there are no screen views logged). The Audiences feature is a big advantage that FA has. If you couple this with the Notifications it will allow you to engage with a specific group of users. If users experience a crash, then an audience group will be created automatically when using the Firebase Crash Reporting feature. Funnel analysis based on custom events is easier in FA. However, if you use Littledata, then this problem can be solved for Google Analytics with the custom reports that we can build. Some events are logged automatically in Firebase Analytics (for example the sessions based on the Activity life-cycle). Firebase has a relatively low methods footprint compared to the methods count that Google Analytics uses - making it less processor and network intensive. As a final point there are benefits for using both platforms to track your Analytics, but if you do focus your business on mobile applications, keep in mind that Firebase Analytics was created for mobile apps. Happy Reporting. Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-04-11

How to track recurring billing & subscriptions

Recurring billing & subscriptions have proved to be, at least in the last few years, the most viable model of business. The return on investment, value per customer and frequency of buying are all higher for any business that adopted a recurring subscription model. This article is focused on Shopify stores that use apps like ReCharge solution and Fix Google Analytics - Littledata app. Nonetheless, everything in here can be applied to all recurring payments business models. Recharge is the most used Shopify recurring billing solution powering thousands of stores and processing tens of thousands of orders daily. Fix Google Analytics - Littledata app completes ReCharge app by providing accurate sales attribution through Google Analytics. If you don't know what the Fix Google Analytics - Littledata app does, here is a short description: We fix your data collection, offer marketing insights and suggest improvements all in one app. Say goodbye to inaccurate data and start getting the full Enhanced Ecommerce experience. Install this app to get: Proper marketing attribution in Google Analytics Product views and shopping behavior Checkout conversion funnels (including voucher usage) Understanding of repeat buyers The first steps to install the Google Analytics tracking for Shopify are illustrated here: How to install the “Fix Google Analytics” Shopify app. Besides this, if you want to go ahead and make an advanced analysis of your customers then you need to make the following setup also: Enable the feature in Google Analytics Firstly, go into Google Analytics (both your normal Google Analytics property and the property that has been created by Littledata) and enable the User-ID feature by going to Admin > Property > Tracking info > User-ID. Click On, next, On, next, give the new view a name and you're done. Attention: The new view will start to collect data from the point of creation so you will need to wait a bit to use this report. The sources of the purchases will be collected from the point of creation so most of the orders will be shown in the first month from direct / (none). Enable the Enhanced Ecommerce feature in Google Analytics Go in Google Analytics, Click Admin. In the right side under view choose the new Registered Users view, that you've created earlier and click Ecommerce Setings. Toggle to ON and then click Next step. Toggle ON for Enhanced Ecommerce, save and you're done. How to see what was the initial source for recurring subscriptions? Using the registered view go under ACQUISITION -> All traffic -> Source/Medium or Channels. This report will show both new customers and recurring ones. We need to apply a segment to this report in order to show only the recurring users. This is how you set up the segment to exclude first time buyers: Now, with the above segment applied, you can check what was the original source or the sale for all transactions from repeating buyers. The other cool and helpful report is the AUDIENCE->Cohort Analysis report. You can see what was the retention of these users in this report for each day, week or month. This report must be read from left to right for the bellow image: Users that bought in December continued to buy in January in a proportion of 38% and in February in a proportion of only 10%. Combining this report with an advanced segment that excludes the first-time buyers AND includes only buyers that had their first transaction in December will provide the number of users that started the subscription package in December and what was the retention of these people. We would love to hear how you use these reports and what you think of the new version of our Fix Google Analytics - Littledata app.

2017-03-22

How to improve your landing pages

With the How to improve your landing pages using Google Analytics blog post, I wanted to help answer the question, why users are clicking a call-to-action but are not converting? Now I will give you some basic tips on how to improve your landing pages, overall. Do what you say and say what you do There is nothing more frustrating for a client than to hope for honey and receive salt. Donʼt promise one thing and then deliver something else .. or even worse nothing at all (a 404 page). For example, if you are giving away an ebook, and your CTA says “Get your free ebook”, donʼt provide a PayPal form on the next screen asking for $2.95 for the product you said would be free, or merely say “thanks for registering” without a link to the product you are offering. Yes, you will have gained a lead, but the customer is now worthless and will tell others about your unfair tactics. In order to get the answer to "Why don't they convert" check this checklist: Do you respect the above? If not this is your biggest business issue. Do you track how many clicks your call-to-action have? If not, see the previous blog post about tracking CTAs What is your conversion rate? Depending on your business model, a conversion rate of 5% to 20% is be normal. (Calculate users that finished the call-to-action divided by users that clicked the call-to-action button.) With these answers, you can figure out what your problem is. This will either be that the users are not clicking or the users are not converting. If the users are not converting you can: A/B test the layout of next page after they click the call-to-action button A/B test the text of the next page after they click the call-to-action button Provide online support on that page offering customers the option to ask direct questions Create a survey for the segment of users that clicked the call-to-action but didn't convert to find out why they didn't Have any questions? Comment below or get in touch!   Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-03-16

How to improve your landing pages with clear CTAs

In the previous blog post, how to improve your landing pages using Google Analytics, we started analysis what makes a good landing page. Some of the ideas were related to call to actions. Your landing page must have a call to action (CTA) correlated with the marketing campaign and the full content of the page. Clear and unambiguous CTA(s) If you are offering app access, go with "Get Started" or "Create account" and don't say “Get your free ebook” or “go” or “submit”. Say short and clear what you want them to do. Don't mislead the users and don't use fancy words. When you're choosing the CTA for your landing page you should consider these three: what you say how your customer will interact with it where to place it What to say is the wording. If you want the customer to subscribe to the newsletter say "subscribe to the newsletter", if you want them to buy say "buy", if you want them to call say "call". Keep it short and clear. If the customer needs to subscribe you need to provide them with the field were to add their email address; If you want them to call you then you should use a dial function for mobile users or show the number for the desktop users; If you want them to buy then the press of the button should redirect them to a page where they can choose the option for delivery and payment. Where to place the call to action in your landing page is simple - where the customers will see it first. I presume you already have event tracking, in place (if no, find out how to set up in this blog post: Set up event tracking in GTM ). Based on some numbers from Google Analytics, let's see how good and bad engagement looks like for a landing page. Find out the level of engagement with the page Bounce rate: This will show you the number of people that entered this page and left without taking any other action (like seeing the second page or clicking on the call to action). The bounce rate will tell you how your whole landing page is engaging with the audience. In the example above, the landing page, /find-more has a bounce rate of 98,8%. This is very bad! On the other side, we have the landing page apps.shopify.littledata with 0% bounce rate. This is the holy grail of landing pages. These means that from an engagement point of view your landing page is perfect. As a rule: You should aim for at least the same bounce rate as you have on the entire website as a medium. Find out if your call to action performed Method 1 - Deducting from landing page report Go into Google Analytics -> in the search bar search landing page -> Choose Site content - Landing pages. Click on your landing page name and now add a second dimension: Second page. Find the link where your call to action redirects and analyse all elements in this report. If you don't have events in place, you will still be able to see how your traffic is clicking through the links on your landing page. If your landing page has more than 1 action then you can add a second dimension on the landing page report and see what was the second page they visited. In the example above, the call-to-action redirected them to the apps.shopify.com/littledata. From the numbers of sessions, we can see that only 10% of the users clicked the call-to-action button. 89% of the people wanted to find more about the product before purchasing. This is the example of bad engagement. The fact that 89% of the people wanted to find more means that we need to provide more details on the landing page and maybe have a clearer call-to-action. Method 2 - Deducting from Top Events report For this, go to Google Analytics and search for Top Events and add a second dimension to the report "Page". You can also build a custom report so you see the number of people that saw the page and the number of people that took the call-to-action. Have any questions? Comment below or get in touch!   Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-03-14

How to improve your landing pages using Google Analytics

Landing page optimisation is one part of a broader digital marketing process called conversion optimisation, or conversion rate optimisation (CRO), with the goal of improving the percentage of visitors to a website that becomes sales leads/or customers. Let's see how to improve your landing page performance. There are some things to check when you want to improve the conversion rate of a particular page. In order to get the best data, we use Google Analytics and Hotjar. I will start with Hotjar because it is faster! With Hotjar you will understand what users want, care about and interact with on your site by visually representing their clicks, taps and scrolling behaviour. This is shown with nice videos of a user's journey leading to conversion. With Hotjar, you can see what confuses people, what is not clear and if for your customer point-of-view is clear on your landing page. And now the hard and exciting part: Analyse the data collected in Google Analytics. If you think that the home page is a landing page please read this before you go further: Website Homepage vs Landing page - what's the difference? and this: Don’t obsess over your homepage – its importance will decrease over time! When a visitor clicks on a Pay-Per-Click (PPC) ad, they're taken to a landing page — a web page whose sole purpose of existence is to entice people to take an action. If done well, it could be the most effective marketing weapon in your arsenal. The correct analysis of data can save you a lot of money or even your business. If your visitors donʼt know what to do when they land on your landing page, then you are throwing your advertising money out the window. Your call-to-action (CTA) is the primary conversion goal of a visitor to your landing page. Next, I give you some examples of common actions that you might want a customer to do on your landing page: purchasing a product subscribing to a newsletter calling you on the phone downloading an ebook or whitepaper watching a demo requesting information Let's find out, step-by-step if your landing page is a winner using this checklist. Click on them to find out how to analyse and interpret data CTA(s) clear and unambiguous Do what you say and say what you do Don't be like Trump. Leave the Amazing! Awesome! words elsewhere Less is more Keep it where it can be seen Know your clients Twice is better Design matters Choose what matters the most CTA(s) clear and unambiguous Google Analytics report: "Landing pages" with a second dimension added to the report: "Second page" If you are offering an app access go with "Get Started" or "Create account" and don't say “Get your free ebook” or “go” or “submit”. Do what you say and say what you do Google Analytics report: "Landing pages" with a second dimension added to the report: "Second page" analyses the bounce rate on the call-to-action link. Donʼt promise one thing and then deliver something else or even worse nothing at all (a 404 page). To follow the same example, if you have an app and say "30 days free trial" don't let people click 'try for 30 days' and on the next page provide a PayPal form to charge them for a month period. Don't be like Trump. Leave the Amazing! Awesome! words elsewhere Google Analytics report: "Pages" see how many FAQ and Terms pageview you have. Resist the temptation to include bloated adjectives. Such claims are likely to make people think you are overselling and trying too hard. Less is more Google Analytics report: "Top Events" with a second dimension added to the report: "Page" analyses the clicks on your call-to-action versus other clicks in page or scroll actions. Make space for your call-to-action. Let them breathe visually. Using more whitespace will allow your button or statement to stand out on the page. Colour choice is important here also; create a high contrast between the call-to-action and surrounding elements to assert it’s dominance. Keep it where it can be seen Google Analytics report: "Top Events" analyse the scroll tracking. See how far your visitors are scrolling down If you have a long page, donʼt put the call-to-action below the fold. Take into consideration, the different screen sizes and adapt your landing pages for the most common. Most of the users will not scroll far down the page so be sure to put your value proposition and your call-to-action as a first-seen element in the page. Know your clients Google Analytics report: "Demographics - Language" Speak your client's language. Provide different landing pages based on country. Advertise differently based on specific demographics. However good your product or service is, the simple truth is that no one will buy it if they don't want it or believe they don't need it. And you won't persuade anyone that they want or need to buy what you're offering unless you clearly understand what it is your customers really want. Twice is better Google Analytics report: Combine "Top Events" (for scroll tracking) and "All Pages" for the propotion of sessions with FAQ/Terms pageviews Not all customers are ready to engage right away and might need some supporting information to ease their worries or answer their questions. If you are asking someone to buy something, a sensible secondary call-to-action can be to download a product brochure. This keeps them in your realm of influence (as opposed to leaving to do research elsewhere) and builds confidence. Ensure that the safety net CTA doesnʼt compete in size and visual dominance – often a simple text link is adequate, beneath the main big action button. If you are asking someone to purchase online, offering a phone number for phone orders can make a potential customer more likely to convert if thatʼs their preferred contact method. Design matters Google Analytics report: "Source/medium" shows the bounce rate for each campaign Carry your primary call-to-action throughout the entire acquisition and conversion experience, from audience acquisition ads (PPC, email, banner, social media link) through your landing page and on to the final destination page. Choose what represents you the most (maybe some colours or even the call-to-action itself), you should be able to look at the page and have your eye immediately drawn to the action area. Be audience appropriate Google Analytics report: there is no report in Analytics for this. Just remember your experience when reading an email or a Facebook comment Previously, I said to speak the customers' language. Now I'm saying to take care what they can interpret. Reading a statement is different from hearing it. So don't be too pushy, don't use a lot of exclamation signs, don't use a lot of caps lock wording and be a friend when they say what they feel when they see the call-to-action. I recommend reading this blog post from January: How to improve your conversion rate optimisation and this one: Conversion friendly experiences: reducing landing page friction with psychology. These two are related and complementary to the actions you're trying to take. In the next couple of weeks I will go deeper in each section and show you how good and bad engagement looks like for a landing page. Have any questions? Get in touch with our experts!   Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-02-17

Enhanced ecommerce tracking for travel booking sites

Every online business presence has a goal. These goals (bookings, donations, subscribers, events, or purchases) are the reason for our efforts. But how many of us really track how our goals really perform? In this article, you will find out how to take these business goals and track them on Google Analytics with an ecommerce approach. This article is not about how to set up goals in Google Analytics, but if you are interested in finding out more about the setup or what there are, then read: Setting up a destination goal funnel in Google Analytics. The advantage of using an ecommerce approach for non-ecommerce websites is that after the setup is done, you have a basis to develop correct marketing strategies. You will know what channels brings you money, you will know what channels interact with each other and you can adjust your budget to maximise the ROI. If you're in the business of selling tickets (planes, concerts, conferences), book medical exams or collect donations, this article concerns you! I will show you a step-by-step guide on where to implement the Enhanced Ecommerce features and I will provide links for each to find out how to implement them. Let's say you are Wizz Air. You sell flight tickets and book cars and so on. Promotion impressions and promotion clicks Each time Wizz Air displays a banner with some kind of marketing communication that banner can be tracked as a "promotion" in Google Analytics. In Google Analytics, you can see the performance of each banner and make decisions to replace them, change the order or even make them bigger based on the tracking you implement. The technicalities: implementing via Google Tag Manager or implementing via Google Analytics. After you implement the tracking and create the tags (for GTM) you will be able to see the data in Google Analytics under Ecommerce > Marketing > Internal Promotions Based on the position, click-thru-rate, and revenue gained for each, Wizz Air can then rearrange banners, eliminate some of them or boost their visibility. Ecommerce activities (catalogue views, service page views, click on call to actions) Wizz Air provides multiple sections on the website where you can search for flights. These sections can be mapped as product lists. For WizzAir, the product lists are in the homepage section, timetable section, and maps section. Typically, Google Analytics and Google Tag Manager requests the fields below when sending a product list view (product impressions). I will provide you with a schema that will capture the flight booking particularities but you can use your own business specific examples. When you click on a red point on the map, the customer can see the flights from a particular city. We will send all the flight information from that city as product impressions. 'id': 'LTN - PRG',                          // The departure airport code - The arrival airport code 'name': 'London Luton - Prague',             // City name of departure - City name for arrival 'category': 'Flight',                        // WizzAir offers flight booking along with car booking, and hotel booking 'brand': 'WizzAir',                          // If this would be a tourism agency instead of WizzAir will be other company. 'variant': '010117',                      // If the page has the option to add the date we will add the date as a MMDDYY When the search button is present, you send the action "click". ga('ec:setAction', 'click', {                                    // click action. 'list': 'Maps'                                                          // Product list (string). }); After searching, the client can see the selection page from the product list. For Wizz Air customers, they can search the best price and see the package options. In the case of Wizz Air, these pages can be considered the product pages. The usual structure that needs to be sent to Google Analytics and Google Tag Manager is: 'id': 'LTN - PRG',                                    // The departure airport code - The arrival airport code 'name': 'London Luton - Prague',          // City name of departure - City name for arrival 'category': 'Flight',                                 // WizzAir offers flight booking along with car booking, and hotel booking 'brand': 'WizzAir',                               // If this would be a tourism agency instead of WizzAir will be other company. 'variant': '010117',                             // If the page has the option to add the date we will add the date as a MMDDYY Each time the client changes the day a new detail view should be sent. Clicking on the price box will trigger an Add to cart action. The usual content of an Add To cart activity is: 'name': 'London Luton - Prague',    // The departure airport code - The arrival airport code 'id': 'LTN - PRG',                               // City name of departure - City name for arrival 'price': '61.99',                                  // Selected price for the flight 'brand': 'WizzAir',                          // If this would be a tourism agency instead of WizzAir will be other company. 'category': 'Flight',                        // WizzAir offers flight booking along with car booking, and hotel booking 'variant': '010117',                         //If the page has the option to add the date we will add the date as a MMDDYY 'quantity': 1'                                   // Person number 'dimenstion1': 'LTN13432',           // Flight number 'dimenstion2': 'WizzGO'              // Package option (Basic, Wizz Go, Wizz Plus) Check out steps and booking In the case of Wizz Air, each "continue" button will send a checkout step to Google Analytics. Sending the checkout steps will provide insights about where the customers drop off and what process steps can be improved. Wizz Air has a 4-steps checkout (choose flight, choose passengers, services, and payment). The final thing to send is the transaction (the booking). The structure and implementation details for Google Analytics and Google Tag Manager are in the links and the fields, in this case, will be: 'ecommerce': { 'purchase': { 'actionField': { 'id': 'T12345',                                           // Transaction ID. Required for purchases and refunds. 'affiliation': 'booking.com'                    // Affiliation agent, 'revenue': '35.43',                                 // Total booking value (incl. tax, airport fees etc) 'tax':'4.90', 'shipping': '5.99',                                 //can use this field to capture airport fees or thir party operators fees 'coupon': 'SUMMER_SALE'              //if a discount cupon was used }, 'products': [{                                      //if the flight has a return flight then two products will be sent 'name': 'London Luton - Prague',     // The departure airport code - The arrival airport code 'id': 'LTN - PRG',                                // City name of departure - City name for arrival 'price': '61.99',                                  // Selected price for the flight 'brand': 'WizzAir',                           // If this would be a tourism agency instead of WizzAir will be other company. 'category': 'Flight',                         // WizzAir offers flight booking along with car booking, and hotel booking 'variant': '010117',                          //If the page has the option to add the date we will add the date as a MMDDYY 'quantity': 1'                                   // Person number 'dimenstion1': 'LTN13432',           // Fligh number 'dimenstion2': 'WizzGO'               // Package option (Basic, Wizz Go, Wizz Plus) 'coupon': 'SUMMER_SALE'         // Optional fields may be omitted or set to empty string. }, { 'name': 'Prague -London Luton',    // The departure airport code - The arrival airport code 'id': 'PRG -LTN',                               // City name of departure - City name for arrival 'price': '61.99',                                 // Selected price for the flight 'brand': 'WizzAir',                           // If this would be a tourism agency instead of WizzAir will be other company. 'category': 'Flight',                         // WizzAir offers flight booking along with car booking, and hotel booking 'variant': '150117',                        //If the page has the option to add the date we will add the date as a MMDDYY 'quantity': 1'                                   // Person number 'dimenstion1': 'LTN2143432',        // Flight number 'dimenstion2': 'WizzGO'             // Package option (Basic, Wizz Go, Wizz Plus) 'coupon': 'SUMMER_SALE'        // Optional fields may be omitted or set to empty string. }] } } Sending all these steps to Google Analytics about the customer activity, on any kind of website, will provide you with information about return on marketing spends, improve page layout performance, improve conversion rate, find out insights about customer needs and a lot more. Having the full enhanced ecommerce setup is very powerful and can bring many advantages. You can test the full setup on the Google Analytics demo account. Have any questions or need some help? Please get in touch or comment below!  

2017-01-24

How to track your newsletter performance with Google Analytics – part 2

We will go further into newsletter tracking and try to get all important stats from Google Analytics such as emails sent and emails openings. The advantage to doing this is that for most digital teams, the people creating the newsletters are not necessarily the ones analysing the data. This can help bring the teams a more in-depth view into their work and also a new angle in analysing the newsletter. Before you go ahead and implement this, you should be aware of a few aspects and make some important decisions. First, will you all be using the same Google Analytics account? Since the newsletter opens will send a lot of visits to your Google Analytics account and most of them will be bounces (a high percent of users will not click on the newsletter to go to the website), take into consideration that using the same account will interfere with your existing data from the website. Second, you can create a new, separate account. If you choose to create a new account you need to find out, if you use user tracking, how to link the user activity with the user activity on the website. For Google 360 users this is simpler because they can join views, but for regular Google Analytics users, this might be a struggle. The third option, which I recommend, is to create a second Google Analytics tracking code and run it in parallel with the one you're currently using for the newsletter. Now, let's dive into how you can track email opening and email clicks. The usual Google Analytics script will not work for email clients. However, Google Analytics also includes event tracking which can be used through an embedded image pixel within the email body. Implementing the Google Analytics pixel provides great information like real-time tracking, browser and operating system details and demographics. Insert this snippet in the body of your email like this: <html> <head> ... </head> <body> .... <img src = "Paste the URL here of the Google Analytics implementation"> </body> <footer> ... </footer> </html> Most of the newsletter platforms have an HTML editor, which you can find by searching the sign " <> " in the template. This will let you add <img src = URL> in the body of your email. The URL image pixel looks might like this: <img src="http://www.google-analytics.com/collect?v=1&tid=UA-12345678-1&cid=User_ID&t=event&ec=email&ea=open&el=recipient_id&cs=newsletter&cm=email&cn=Campaign_Name"> Building the URL of the Google Analytics implementation can be done with Google Analytics tool named: Hit Builder. You can also test the URL in the tool and see the hit in real time in Google Analytics. You have two options when sending the openings: as an event or as a custom metric.  Before you go ahead with the HIT Builder let's get familiar with the components of the URL: URL Component Explanation cm1=Custom metric This can be cm1,cm2 etc based on what you've created as a custom metric tid=UA-12345678-1 Your Google Analytics Tracking ID cid=User_ID A systematic tracking ID for the customer t=event Tells Google Analytics this is an Event Hit Type ec=email The Event Category helps segment various events ea=open The Event Action helps specify exactly what happened el=recipient_id Event Label specifies a unique identification for this recipient cs=newsletter Campaign Source allows segmentation of campaign types cm=email Campaign Medium could segment social vs. email, etc. cn=Campaign_Name Campaign Name identifies the campaign to you   To see openings as a custom metric, you should first create a new custom metric in the Google Analytics admin interface named Email Opens. Log in to Google Analytics, and click on Admin. Select the Account and Web Property, and click on Custom Definitions under the Web Property column. Then click on Custom Metrics. In the next window, click on the New Custom Metric button, and give your custom metric a name, formatting type, minimum and maximum value, and make sure the box is checked for Active. You may also find some other benefits to using Google Analytics tracking this way over most email service provider (ESP) tracking. It provides great system information like real-time tracking, browser and operating system details, demographic information including location, and will even tie in nicely with your web reports. How To Use Your Results The event tracking results can be seen in Google Analytics right away. Below are some examples of where you can see reports within Google Analytics. Real Time Events of openings for the newsletter: GA events This report shows the tracking for opens of the emails sent. You can now see how long it takes for people to start opening the newsletter after you've sent them. With this information, you can compare it with past newsletters and see if people are opening it faster or slower, which helps you determine if the subject of the message is motivating enough. Also, you can see what times of the day get the most opens and plan your newsletter schedule around that information. User location With the user location, you can see where in the world people are opening the message you're sending. This can help you determine who your most active audience is and if you should start tailoring your content towards different nations. If you have access to a translation service, this would also be helpful to determine what languages would be beneficial to add to your marketing content. Google Analytics also has a guide, which I recommend to read as well:  Email Tracking - Measurement Protocol.   Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-01-18

How to track your newsletter performance with Google Analytics - part 1

Newsletters are the most common form of digital marketing I have seen in the past years. I really don't know any website that doesn't send at least 1 newsletter a month, whether it's an ecommerce website, news website or a B2B presentation website. There are a lot of email marketing platforms, but the question is how profitable are these newsletters? Most platforms provide some form or analysis on the performance of each newsletter. Most providers can show you the numbers of emails sent, the number of users that opened your newsletter and the number of clicks in the email. Along with Google Analytics, you can see how impactful these newsletters are. I want to show you some hacks to dive deeper in analysing each part of your newsletter and improve your newsletter marketing. Analyse each section in the newsletter separate Most of the newsletter that I saw had several links in them so the best way to track them is to tag each link in a distinctive way using the Campaign Content parameter (utm_content). If you do not know what UTM parameters are, please take a moment to read this article: Why should you tag your campaigns? Using the blog post above create your tagged link and add the &utm_content=link1 OR &utm_content=second banner OR &utm_content=Discount banner (whatever works best for you when analysing the data) at the end. Here is an example: http://www.littledata.ro/?utm_source=newsletter&utm_medium=email&utm_campaign=20%25off&utm_content=banner1 Here is a newsletter as part of a campaign named: "black friday2" with 3 banners in it. You can see from the data bellow that the top banner had the most clicks, but, in fact, the second banner is the only one that converted. This means that in the future we should move the second banner as a primary banner to have a higher visibility and in this way increase the number of transactions. You can tag all your links in the newsletter (the logo, banners, hyperlinks, products and so on) And see how each section is performing and what is driving the customers to click in the email. In a real email marketing platform, I strongly recommend searching the provider blog to see if they already support this in any way. Here is MailChimp solution for tracking the newsletter performance in Analytics. If the platform you are using does not support Google Analytics at the moment you can just build the URL with Google's URL builder or our simple Littledata URL builder and add it as you normal do in the newsletter. Track users on how they get on your website from a particular newsletter We've tested some hypotheses and the first one is to make a group of users in Google Analytics that come from a newsletter. The standard way is just to tag the newsletter with UTM parameters and create an audience based on that traffic. But to be more precise and go further with the analysis, we can add a new UTM parameter to all the links in the newsletter that contained the User ID. So now this traffic is not random but it's from a customer we've engaged with already and I do have historical data. The benefit of doing so is that, in an era of mobile devices and cross-device interactions, people read newsletters on the move and react or buy on different devices at different times as a result of the same campaign. You, as a marketer need to understand the cross-device movement and so I recommend that you read about this in the blog post: User Tracking To be able to track the activity of each individual user in your newsletter, you need to build a URL with a User ID parameter in it. This step is similar to the one before so you can add on to the URL you already built for your banners and add the unique identifier number of each client like this: http://www.mywebsite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=20%25off&userID=3D12345 The User ID is generated by the platform you're using, so please take your time and find out if your email marketing solution supports this, along with the email address you've imported and the User Id from your back end. We use Intercom, where you can just add it into the link with a simple click, like this: The platform you're using might be different but if there is an option to import the User Id along with the email address then it is likely that your platform supports this in some way. Once you've added this to the URL, you can then set up a URL variable in Google Tag Manager to pick it up and set up a field with the pageview that will be sent to Google Analytics. For more information, here's how to set a field in Google Tag Manager. Be sure to check back next week for part 2! If you have any questions or would like more help, please get in touch with one of our experts!   Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2017-01-12

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