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
The above example shows a comparison of bounce rates to a website divided into two segments; Email Traffic and All Visits.
Audience Menu - Overview
To create the same Overview in your own Google Analytics, first navigate to the Overview tab under Audience
Then, select Advanced Segments under the Audience Overview menu
New Custom Segment
In the dropdown menu, select + New Custom Segment in the bottom right hand corner
New Segment Name
Then, give your segment a name such as "Email Visits"
Next, select the green box with the option Ad Content and use the search function to find and select Medium
Medium - Email
Type Email into the input field next to Containing (select Email if prompted)
You can the use the Save Segment function at the bottom of the window.
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
Below the Overview, you will find specific percentages for Bounce Rate.
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.