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How to measure the performance of email traffic to your website

Using Google Analytics, you can study the differences in the performance of e-mail compared to other mediums. This document shows how to configure your Google Analytics to display this data.

Audience Overview - Google Analytics

Audience Overview - Google Analytics

The above example shows a comparison of bounce rates to a website divided into two segments; Email Traffic and All Visits.

Audience Menu - Overview

Audience Menu - Overview

To create the same Overview in your own Google Analytics, first navigate to the Overview tab under Audience

Advanced Segments

Advanced Segments

Then, select Advanced Segments under the Audience Overview menu

New Custom Segment

New Custom Segment

In the dropdown menu, select + New Custom Segment in the bottom right hand corner

New Segment Name

New Segment Name

Then, give your segment a name such as "Email Visits"

Segment Medium

Segment Medium

Next, select the green box with the option Ad Content and use the search function to find and select Medium

Medium - Email

Medium - Email

Type Email into the input field next to Containing (select Email if prompted)

Save Segment

Save Segment

You can the use the Save Segment function at the bottom of the window.

Segmented Overview

Segmented Overview

Once you have saved the segment, you will automatically be able to see e-mail traffic data in comparison to All visits. Change the metric to Bounce Rate to get a sense of how e-mail compares to other sources in terms of sticky traffic. A lower bounce rate is better.

Segmented Bounce Rate

Segmented Bounce Rate

Below the Overview, you will find specific percentages for Bounce Rate.

GOLDEN GATOR AWARDS

GOLDEN GATOR AWARDS

To enter the Golden Gator Award, we need to know your e-mail visit bounce rate for the past 6 month. Simply change the date options top right and Google will recalculate the percentages based on this range.

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