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