Tracking conversions Inside an email marketing campaign with Google Analytics

Ticketing solution: Paciolan Email marketing: Pacmail (Lyris HQ) Analytics: Paciolan, Google Analytics

Email Details Date March 22, 2012 Subject Save 20% off Turandot in the next 72 hours! List segment “No Turandot ticket yet” Unique open rate 16.4% (1,931 opens) Unique click through 2.3% (272 clicks)

Internet 66%

Phone 22%

Box Office 12%

Distribution of Sales

Traditional results (sales report from Paciolan)

“72HOUR” tickets sold 104 seats

Revenue Phone: $1,931.20 (23) Box Office: $1,017.60 (12) Internet: $5,822.40 (69) Total: $8,771.20 (104)

Tag your links in your emails with campaign parameters … Visit the Google Analytics URL Builder tool

and Google Analytics will tell you a bigger story … Notice how total online revenue is higher than expected

Paciolan reported $5,822.40

The campaign directly delivered 39 regularly priced tickets at an additional $1,770.50* in revenue …

* Unlike previous screen, product revenue does not include taxes and fees ($32.00 total).

and there is a second direct source and medium in the campaign …

Direct sales from Facebook post

and ad

A supporting role for Facebook … A quick Page post

CPM = $0.48 ROAS = $9.78

… amplified by Facebook Ads Ad from Page post (two-day run)

Increasing reach

CPM = Cost per thousand impressions | ROAS = Return on Advertising Spending | CTR = Click Through Rate

But wait, there’s more! Multi-Channel Funnels and Assisted Conversions Sometimes the conversion is not directly sourced from a campaign. This is how Google Analytics tracks a conversion path …

Our “72HOURS” campaign can be an “Assist Interaction”

Indeed, there are three “Assist Interactions” at an additional $215.00 in revenue

Why not include “Direct” traffic as “Assist Interactions”? In the Multi-Channel Funnels reports, if a person converts on your site during a "direct" visit (i.e. used a bookmark or typed your site URL into his or her browser), the conversion is attributed to the "direct" channel. This differs from other Google Analytics reports in which the conversion is attributed to the previous non-direct campaign or source, if there is one.

Total revenue $8,771.20 + (Reported in Paciolan: Internet, phone, and box office sales)

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$1,770.50 + (Reported in Google Analytics: additional regular Internet sales)

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$215.00 + (Reported in Google Analytics: “assist interactions”)

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$10,756.70 (Total revenue reported across systems *)

* While close, the Google Analytics data is not completely consistent with Paciolan. Fine tuning and calibrating is always part of the analytics and measurement process; next steps include eliminating those points that skew data (for example bit.ly links etc.).

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