Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible—and easier to do than ever before.

What Is Google Analytics?

Google Analytics (previously Urchin) has become one of the industry's most powerful Internet marketing tools, helping advertisers, publishers, and Web site owners improve their sales conversion, campaign targeting, and marketing initiatives. It is a robust Web statistics software application provided by Google free of charge.

Google Analytics is simple and easy to use, and anyone can start benefiting from it in just a few minutes. Just add some basic code to your Web site, and you're ready to begin monitoring visitor trends.

After basic setup, marketers can track important statistics like visitor referrers, navigation paths, pageviews, geo-location data, and browser type. Know where your visitors come from, whether referred by search engines, ads, emails, blogs or affiliates. Know which cities, states, and countries your primary visitor traffic comes from so you can more carefully target future ad campaigns.

Though it's hugely popular with webmasters and usability professionals, some marketers have yet to realize the value Google Analytics plays when used to monitor email marketing campaigns. You can track, evaluate, and analyze results using colorful graphs and charts. Google Analytics makes it easier to identify trends, improve usability, and increase your return on investment.

Email Marketing Campaign Setup

Using Google Analytics, email marketers gain greater control over the effectiveness and cost-efficiency of each campaign by sending carefully targeted, relevant messages, improving revenue opportunities, and enhancing business reputation.

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ABOUT THE AUTHOR
Dan Forootan is president of StreamSend Email Marketing (www.streamsend.com), a provider of email marketing solutions. He can be reached at dforootan@streamsend.com.