Email marketers face this problem: how do you track your campaign from end-to-end? From the time you send the email through visits to your website and on to conversions.
Your metrics come from multiple data sources:
- The email provider helps you track campaign metrics. How many emails you sent, how many arrived, which ones were opened.
- The website analytics know what happened after someone clicked on links inside your email—visits and conversions.
This separation creates some problems:
- You can’t segment email metrics (because segmentation is weak in email packages, but strong in your website analytics).
- You can’t track users across multiple devices (someone checks the email you sent on their iPhone, then goes to your website and makes a purchase on their home computer).
- You can’t analyze your metrics in one place unless you stitch it together manually in a spreadsheet.
With Google Analytics Universal Analytics and the Measurement Protocol you can track email metrics inside Google Analytics. You can even track individual users and their activities (though not their identity of course).