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Google Analytics: Get the GOAT of Marketing Tools

By: Luella Delano
Updated: June 14, 2023
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If you’re using email marketing for your business—and we hope you are!—then Google Analytics should be your best friend. Google Analytics is Google’s data service that allows you to examine in-depth details about your email audience. With the use of tracking pixels and trackable URLs in your email messages, you can gain valuable insights about who is reading (or not reading) your emails and how they’re interacting with them. And the best part? It’s free.

But this is just one of the reasons why you should use Google Analytics—in conjunction with metrics from your email service provider—to optimize your campaigns.

Google Analytics vs. Built-In Analytic Tools

The art of email marketing requires harnessing a variety of analytic tools to drive the best results. In order to hit your targets, you should use Google Analytics in addition to your email client’s built-in tools to track an extensive range of metrics.

While Google Analytics is ideal for overseeing visitor behavior once they arrive on a website, it cannot measure the important metrics of email frequency and open rates that an email client can. Measuring these metrics is vital for optimizing email content, including nailing catchy subject lines, sending emails at optimal times. Additionally, you’ll keep your subscribers happy by understanding how frequently they wish to be engaged.

However, once you’ve hooked recipients with your content, it’s crucial to know what they do next. This is where Google Analytics comes in handy by tracking user behaviors, including clicks, real-time conversions, and bounce rates.

To get the most profound insights and optimize your email marketing campaigns, you need to merge the power of Google Analytics and your email client’s analytics.

20 Darn Good Reasons to Use Google Analytics

Collect Data Automatically

Google Analytics makes data collection automatic and efficient. Just set up an account, copy a code into your marketing emails, and you can start collecting data right away. Reports generate without any further action from you. Hence, accessing these reports is simple and immediate.

Customize Your Reporting Easily

Create customized reports in Google Analytics with ease using the drag-and-drop interface. You can choose from the many existing reports or build your own. Pick dimensions and metrics, as well as preferred display.

Integrate Seamlessly

Google Analytics boasts easy integration with a range of platforms and tools. It’s both desktop- and mobile-friendly, thanks to its app in the Google Play Store. Plus, using Google Analytics on all your devices means seamlessly implementing data across other popular Google platforms, such as Google AdWords and Google Search Console.

Monitor Goals

Google Analytics’ goals enable you to easily track and monitor your business’s progress. Track your customers’ journey by their actions, such as submitting a lead generation form, making a purchase, subscribing to newsletters, or even downloading an eBook. For example, if a visitor lands on your page and completes a form, including their email address, this signifies that a goal was achieved.

Pay Nothing

Although we mentioned this before, it’s worth repeating that Google Analytics is absolutely free to utilize. There’s no cost whatsoever associated with the usage of this product—and gaining all the valuable insights, figures, and stats that are crucial to optimizing your website’s performance. It’s a great opportunity to allocate some of your budget to other essential resources.

Track Your Email Performance

Set up custom metrics to analyze deep data points like subscriber behavior. You’ll be able to see which emails are performing best, what links are most popular, and additional real-time insights.

Monitor ROI

Track the return on investment of each of your email campaigns. You’ll be able to see which messages are converting. This gives you a clear picture of where your money is being spent.

Monitor Mobile Performance

Most people access emails on their mobile devices. It’s important to track how these users interact with your emails. Certainly, Google Analytics is an easy way to monitor the performance of your campaigns on mobile devices and make adjustments accordingly.

Create Targeted Campaigns

With the data you’ve collected, you can create highly targeted campaigns that are geared towards specific segments of your audience. This ensures your emails reach the right people and are much more likely to be successful.

Monitor Competitor Performance

Google Analytics also allows you to monitor the performance of your competitors. You’ll be able to see what tactics they are using and how successful they are—or aren’t.

Analyze Email Sign-up Forms

Google Analytics provides a wealth of information on sign-up forms for your email list. You can use this information to make adjustments to your forms and improve the conversion rate.

Track Email Conversions

Tracking conversions is one of the most important parts of an email campaign. Easily track which emails are resulting in conversions and adjust your strategy accordingly.

Monitor Unsubscribe Rates

You’ll also be able to monitor unsubscribe rates for each of your campaigns. This is a crucial metric to track as it will help you identify which emails are turning people off and make improvements accordingly.

Measure Engagement

Google Analytics allows you to measure engagement rates for each email campaign. This will tell you how many people actually opened, clicked, and interacted with the message.

Track Social Shares

You’ll be able to track how often your emails are being shared on social media. This will give you an idea of how popular your messages are and if they’re reaching the right people.

Identify Your Best Audiences

You’ll also be able to identify the best audiences for each of your emails and create campaigns tailored specifically to those subscribers.

Automate Reports

Google Analytics allows you to automate reports so that they are sent directly to you on a regular basis. This will save you time and energy so you can focus on other areas of your business.

Identify Campaigns That Are Underperforming

You’ll be able to quickly see which campaigns are working and which ones need to be tweaked or even scrapped. This will allow you to maximize the effectiveness of your email marketing efforts.

Monitor User Behavior

Get information on how users are interacting with your messages, including where they are clicking, scrolling, and sharing.

Test Different Variations

With the data provided by Google Analytics, you’ll be able to test different variations of your emails to see which ones perform the best. This will allow you to maximize your ROI from each campaign.

Google Analytics: The Bottom Line

Google Analytics is an invaluable tool for email marketing, offering a wealth of information and insights that can be used to improve your campaigns and drive more conversions. From tracking conversion rates to monitoring user behavior, Google Analytics will help you take your email marketing to the next level. Additionally, utilize this free solution to gain valuable knowledge about your website’s performance and increase conversions. Despite what other analytics management platforms may claim, Google Analytics is a top choice for optimizing your email marketing efforts.

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