When creating your email marketing campaign, you already have the option to track any or all of the links in your Email with Google Analytics in the Analytics of your Email's settings.
Together with the APSIS One Tracking Script, it's easier than ever to analyse the performance of your marketing, and get a clear picture of how visitors are interacting with your communications and website.
However, if you're using Google Analytics, you may have noticed some discrepancies in the data you're collecting. Let's take a look at some of the reasons:
Why Does the Data Look Different?
As APSIS One and Google Analytics track behavior using different metrics, there will be some difference in the way the data is reported.
Unlike the APSIS One Tracking script, which tracks all of your visitor's behavior as Events as they move through your website, the data in Google Analytics comes from sessions, which is measured by a number of different user interactions within a given timeframe.
There are two ways a session can end:
A session lasts until there is 30 minutes of inactivity, or until the browser is closed;
If a user arrives by one campaign, leaves, then returns via a different campaign.
So, if a subscriber clicks a link in your email, closes the window, and clicks the link a second time within 30 minutes, then Google Analytics will report two clicks, but only one session.
If that same subscriber clicks a link in your email, leaves the browser open for more than 30 minutes, then returns to browse your webstore, Google Analytics will report this as two distinct sessions.
While Google Analytics is useful for tracking the behavior of a user in a single session, it will not make the connection between the same user in different sessions, or on different devices. APSIS One will know it's the same user.
It is also possible that the discrepancy in data results from anti-spam scanners checking the links for malicious content. To read more about the way Google Analytics collects data, click here.
Advanced Tracking with UTM Parameters
Adding UTM Parameters to your Email's settings analytics makes it simple to follow the customer journey across multiple devices.
Imagine that a subscriber receives an email on her phone from your latest marketing campaign about an end-of-season sale for shoes, but doesn't click on any links in the email.
However, sometime later the subscriber decides to open your website in her browser or tablet to browse the sale, and make a purchase.
Google Analytics won't be able to connect the dots and attribute the sale to the email.
APSIS One will.
APSIS One is able to capture this customer journey by following the click-to-conversion behavior across devices with UTM Parameters. If the APSIS One Tracking Script identifies a page load with any of the supported UTM Parameters, it will enrich the Profile with a Google Analytics Event.
The Benefits of using both APSIS One Tracking and Google Analytics
Data viewed in your Google Analytics dashboard will not completely correlate with data collected by APSIS One, as the metrics used to collect information are different. Discrepancies between the two are normal.
As they collect browser data is different ways, both APSIS One and Google Analytics allows you to analyse different aspects of your marketing efforts:
Profile data collected by APSIS One lets you evaluate the effectiveness of your marketing campaigns, and the impact of copy and design on interactions with your subscribers.
Data collected in a Google Analytics Session will offer a clear image of how your campaigns are performing, the ROI, and the conversion rate.
However, by adding UTM Parameters to URLs tracked by Google Analytics, you can map the customer journey in greater details, and optimize all data points collected by APSIS One and Google Analytics.
In short: Working together gives smarter results!