We’ve been focusing a lot on metrics & reporting internally here at Campaign Monitor.
We’ve overhauled the way we measure signups and are really knuckling down on measuring ROI across the different channels we use to drive growth.
After spending some time setting up a few Google Analytics dashboards for myself, it occurred to me how awesome it would be to create and share a Google Analytics dashboard to measure the key metrics around email marketing.
So in this post, I want to share with you a free Google Analytics Dashboard you can instantly install in your own account to get a handle on how email is performing for you. We’ll also show you how to use the data and suggest a few customizations you may want to make to make it even more useful.
An overview of the dashboard
As you can see from the screenshot, the dashboard has been organized into 3 distinct columns, each of which can help you answer a particular set of questions about your email marketing efforts.
The first column features metrics on how well email marketing is performing for your organization and helps you answer questions like ‘How many visits have I received from email?’ and “How does email compare to other channels?”
The second column focuses on your campaigns and content, and helps you answer questions like “What email marketing campaigns have been the most effective at driving traffic?” and “What content has received the most visits from email subscribers?”.
The third column is designed to help you learn a little bit more about your audience, and helps you answer questions like “Where are my subscribers located?” and “What devices are my subscribers using?”.
The individual widgets
In total, there are 10 individual widgets in the dashboard that help you answer a specific question you might have about your email marketing.
1. How many sessions have I received from email?
This widget shows you the total number of sessions (the new term for “visits”) that have come from your email marketing campaigns.
If you look closely, the widget also shows the contribution email makes to overall sessions and a trend line showing how visits from email has changed over time.
You can use this widget to report on exactly how much traffic email is driving to your website, and how this is improving or declining over time.
2. How many users have come from email?
This widget shows you the total number of users (the new term for “Visitors”) that have come from your email marketing campaigns.
Again, the widget also shows the contribution email makes to total users and a trend line showing how the number of users driven through email has changed over time.
You can use this widget to report on how many unique individuals are engaging with your email campaigns and clicking through to their website.
3. How many pages do email subscribers view per visit?
This widget shows you the average number of pages users who come from your email campaigns view in a single visit.
The widget also shows a comparison against the site average (from all channels) and a trend line showing how pages per visit changed over time.
You can use this widget to report on the engagement of people who come from email, and help show the value of email beyond just pure traffic numbers.
4. How long do email subscribers spend on my site?
This widget shows you the average time users who come from your email campaigns spend on your site.
The widget also shows a comparison against the site average (from all channels) and a trend line showing how time on site has changed over time.
Combined with the pages per visit widget, you can use this to report on the engagement of people who come from email and show its value in creating highly engaged visitors.
5. How does email compare to other channels?
This widget shows how email compares to other channels in terms of driving traffic to your website.
If you hover your mouse over each segment of the pie chart, you’ll see the raw data and percentages behind the chart and a get a good understanding of how important email marketing is for you in the grand scheme of things.
You can use the data in this widget to show your boss or your clients the importance of email marketing in their overall marketing strategy, and help drive further buy-in and larger budgets to do more with email marketing.
6. Which campaigns are most effective at driving traffic?
This widget shows all your email marketing campaigns, ranked by the number of sessions they generated on your website.
It pulls data from the “Campaign” field of UTM variables, and if you are a Campaign Monitor customer it will show the unique name you give each of your campaigns (not the subject line).
You can use this widget to see which of your campaigns have driven the most traffic to your website, and make a judgement as to the type of campaigns that work best for your business.
7. What content is most popular with email subscribers?
This widget the different pages of your website that people have landed on from your email campaigns, ranked by the number of sessions.
This information can be particularly useful if your campaigns contain links to multiple pieces of content (like our email newsletter does for instance), and can help you see what type of content is of most interest to your subscribers.
8. Where are my subscribers located?
This widget shows you where the people who have arrived at your website from your email campaigns are located and gives you a good idea of the global distribution of your subscribers.
The map is interactive, and if you hover over a particular country it will show you the number of unique users who have come to your site via an email campaign from that particular country.
You can use this to get an idea of where your subscribers are located, and you can experiment with varying your send times or even dynamically changing content to ensure you are reaching your subscribers with the right message at the right time.
9. How are my subscribers consuming my content?
This widget shows you the environment (desktop, mobile or tablet) people who have arrived at your website from email campaigns are using.
The pie graph is interactive, and if you hover over a particular segment it’ll reveal the total number of sessions from that environment and the percentage contribution that environment makes to total sessions.
Whilst the widget only shows those who are clicking through to your website from your email campaigns, you can use this to get an idea of what environment your subscribers are consuming your content in and ensure your email campaigns are optimised for those environments.
10. What devices are my subscribers using?
This widget shows you the types of mobile and tablet devices people who have arrived at your website from email campaigns are using.
Whilst the widget only shows those who are clicking through to your website from your email campaigns, you can use it to get an idea of the devices on which your subscribers are consuming your content and make sure you are testing your campaigns across the devices your subscribers use most.
How to get the dashboard for yourself
Step 1: Make sure Google Analytics is setup on your website
Google Analytics is a website analytics tool, so you need to have it installed on your website in order for it to work.
Google has some comprehensive documentation that walks you through setting up Google Analytics on your website, otherwise, if you are using WordPress you can use a free plugin like Yoast Google Analytics to install it in just a few clicks.
If all of this is complete gobbledegook to you, then you may need to get your web designer to install it for you. It’s a pretty straightforward job and would be well worth it to get the amazing reporting capabilities of Google Analytics.
Step 2: Install the dashboard
Once you have Google Analytics installed on your website, then you need to install the dashboard in your Google Analytics account.
We’ve turned our Email Marketing Dashboard into a template for you, which makes it easy to install.
Simply click here to access the dashboard, at which point in time Google Analytics will ask you what property to install this under.
Step 3: Double check it is setup correctly
If you are a Campaign Monitor customer and have set up Google Analytics tracking in your account, then you’re done!
The dashboard should automatically start showing traffic from your different campaigns, and if you’ve had it enabled for a while you should be able to use the date picker to see all the data from previous campaigns.
If you are a Campaign Monitor customer but haven’t setup the Google Analytics integration yet, then all you need to do is switch it on in your account and the dashboard so should start working from that point forward (it can’t show you previous results before you enabled the integration, unfortunately)
For those of you who aren’t Campaign Monitor customers, all widgets are configured to only include traffic being tagged with the medium “email” so you’ll either need to manually tag your links or work out how to set up campaign tracking in your current email marketing software.
How to customise the dashboard further
Not everybody has advanced Google Analytics functionality like Goals and eCommerce tracking setup, so when we created the dashboard we stuck to the basics to ensure there were no widgets with missing data.
However, if you have these advanced functions in place then you can get a lot more sophisticated with tracking your email marketing.
Here’s a few ideas:
Add a widget to track conversions
Just like we’ve added a “metrics” widget to measure the number of sessions, you should add a widget to track total conversions. If you have different goals setup in GA, you can just select the goal you want to track as a conversion from the ‘Add widget’ screen and then drag and drop the widget wherever you want it in the dashboard.
Add a widget to show conversions against other channels
On the current dashboard, the “How does email compare against other channels?” widget pits email against other channels in terms of sessions. If you have goals setup, you can clone this widget and modify it to use conversions instead, which will allow you to see how email compares in terms of your most important metric, conversions.
Modify the table to show conversions for each campaign
On the current dashboard, the “Which campaigns are the most effective?” table shows how each of your campaigns performed based on number of sessions it drove. However, if you have goals setup you can modify the table to also include conversions, which will allow you to see what campaigns were the most effective at driving bottom line sales and revenue.
Google Analytics is a powerful tool to help you measure the success of your marketing efforts, and with this email marketing dashboard, you should be able to easily access the data you need to answer the majority of the questions you’ll get asked about the success of your email marketing.
So install the dashboard in your account and get measuring!