[EN] Google Analytics

Combine the advantages of Google Analytics and the eworx Marketing Suite

With the help of the eworx Marketing Suite and Google Analytics, you benefit from optimally prepared statistics that allow you to analyse your measures perfectly. With the eworx Marketing Suite, you also have the opportunity to combine the advantages of both tools efficiently in order to get even more out of the evaluations of your marketing campaigns.

You can analyse your email campaigns using the statistics directly in the eworx Marketing Suite. This gives you a perfect overview of your subscribers’ campaign responses. Based on these evaluations, you know exactly which topics are of interest to your subscribers. For more information on statistics in the eworx Marketing Suite, see the following whitepaper.

Linking your mailing to the corresponding evaluation of your website opens up completely new possibilities.
In this white paper, we show you how easy a detailed analysis can be.

Is Google Analytics integration GDPR-compliant?

We can tell you right away that we do not transfer any data to Google or other third-party providers. The links contained in campaigns sent using the eworx Marketing Suite are only provided with parameters that can be evaluated by Google Analytics. Responsibility for GDPR and data storage issues lies with the operator of the web tracking tool (Google Analytics).

How do I activate Google Analytics in the eworx Marketing Suite?

The eworx Marketing Suite offers Google Analytics integration for this purpose. You can configure this under “Administration” (top right in the user area) > “System Settings” > “Integration”.

If you activate the integration for your website, for example, all links that lead to your website will automatically be provided with the corresponding UTM parameters.

What are UTM parameters used for?

If Google Analytics has been configured in the eworx Marketing Suite, the UTM parameters are automatically appended by Google to the selected links.

UTM parameters are customisable parameters that can be appended to a URL on your website. These parameters can be interpreted by Google Analytics and used for further analysis.

The following parameters are automatically generated by Google Analytics:

• ?utm_source=mailworx
• &utm_medium=email
• &utm_content=[link name]
• &utm_campaign=[campaign nname]+-+created%3a+[campaign creation date]
• &utm_term=n%2fa

Here is an example of how the URL is displayed when you click on a link that is tracked via Google Analytics:

Incidentally, UTM parameters are not only useful for analysing your email marketing activities. By using these little helpers, you can also perfectly track other campaign activities, whether Google or Facebook Ads. You can find intuitive UTM parameter generators on the internet.

As mentioned above, the relevant parameters are created automatically. The “Campaign” field shows the name of your email campaign, and “Advertisement content” allows you to identify the respective link click based on the link name. General information, such as that the “Source” is mailworx or that the “Medium” is email, is also provided. We offer you an additional option to improve your evaluations via individually definable categories, which can be stored with the link in your email campaign editor. You can find out how to store link categories for your campaigns in the following whitepaper.

What are link categories and how can they be used?

The link categories are designed to simplify the evaluation of clicks in website analysis tools such as Google Analytics by providing a better overview. You can store the categories in the system settings (located at the top right of the user area) under “Integration”.

Once you have created link categories in the eworx Marketing Suite and assigned them to your link in the campaign, you can display or filter the categories using the “Keyword” dimension.

You can store the link category when adding or editing a link in your campaign.

Which analyses add value?

In this whitepaper, we have summarised the most interesting analyses in connection with your email marketing campaigns.

Overview of your campaigns

In Google Analytics, under “Acquisition” > “Campaigns” > “All campaigns”, you will find an overview of all campaigns that you have defined as such using the corresponding UTM parameters. You can also access this evaluation option outside of your email marketing activities. Therefore, you may find other campaigns in your Google Analytics account in addition to the corresponding newsletters.

This section provides you with a good overview of the success of your campaigns. You can see how many visitors landed on your website, whether they are existing or new users, and how they behaved on your site. This allows you to track, for example, whether readers of your campaign left the site immediately after clicking or stayed on the page.

Segments

To filter out the data relating to your email marketing activities from all Google Analytics data, you can create your own “segments”. It doesn't really matter which view you are currently in – you can add a new segment almost anywhere.

Click on “Add segment” > “New segment” and then assign a meaningful name. Then switch to the “Visitor sources” item. In this view, you now have the option to filter your data view according to the UTM parameters used. To see only the key figures for your email marketing measures, simply enter “email” in the “Medium” field.

User flow

The “user flow” is the perfect tool for you if you are interested in finding out in detail which content in your newsletters arouses particular interest among your subscribers.

Under “Behaviour”, switch to the “Behaviour flow” section. Here, too, you can select the appropriate segment for your email marketing activities. This gives you an optimal overview of how your readers who landed on the website via a newsletter behave.

If you want to get an overview of which topics are read most often by your newsletter subscribers, you can do so under “Behaviour’”> “Website content” > “All pages”. Here you can find inspiration for further content for your newsletters.

Conversions

If you only look at the results of the email marketing statistics, you can find out which readers clicked, but not which ones actually made a purchase.

This is exactly where the combination of the eworx Marketing Suite and Google Analytics comes in as the ideal gap filler. Store the relevant target projects in your Google Analytics account, such as a purchase in your online shop or the submission of one of your forms. This allows you to track whether these come from a newsletter reader or not. You can view the evaluations for this in the “Conversions” > “Target projects” section.