Are you tired of the recent iOS 15 update from Apple? Neither are we, and unfortunately, we’ve been talking about this situation for quite some time.

How the 2021 iOS 15 update will change your email marketing. If you weren’t prepared, you’re probably dealing with a shock to your email marketing strategy right now.

Apple’s update gives email users the freedom to opt out of certain email tracking. This means you may be experiencing

  • Inaccurate email open rates
  • Restrictions on browsing IP addresses
  • Lack of mail reclassification capabilities for subscriber locations
  • Inability to view real mail addresses

I don’t need to remind you that it’s time to fix the way you track your email marketing. Fortunately, there are still other email key performance indicators (KPIs) worth looking at, as well as other ways to test which campaigns are working and which aren’t.

The Benefits of Using Google Analytics

Let’s face it, not every business has a large marketing budget. Back-end web analytics tools can be expensive and time-consuming. Each tool has its own competitive advantage, and before you know it, you’ve signed up for a bunch of analytics tools with more features than you’ll ever use.

The benefits of Google Analytics can’t be overstated, but the biggest benefit is that the tools are completely free when you use your Google account. That’s right, you don’t pay a dime.

You don’t have to store a bunch of worksheets, Google Analytics will track all your website data for you. And, if you need to make adjustments, you can customize your reports so you can see exactly what you’re tracking.

Google Analytics helps you gain insight into your users’ and visitors’ website traffic and specific website behavior. You can see how social media is driving traffic and conversions, which blog posts are getting the most views, and which pages are getting the most interaction. Google Analytics opens the curtain so you can identify gaps, what needs to be optimized, and what’s working. Google Analytics is a great tool for marketing and sales teams and for navigating the performance of your email marketing campaigns.

Gain insight into your email marketing deliverability rates with Google Analytics

You can manually place UTM parameters on each link in your email newsletter.

What exactly does Google Analytics track?

By enabling Google Analytics (or putting in UTM parameters to add tracking), users can connect their emails to conversion targets in Google Analytics. Google Analytics provides more precise success metrics than simple metrics such as email open rates and click-through rates.

After sending an email, go directly to your Google Analytics account and click on “Campaigns” in “Traffic Acquisition”.

This feature can be viewed at.

Traffic Acquisition Metrics

How much traffic do your emails drive to your website?

Working Phase

Track the number of views from your selected emails. This data can be used to see how much traffic your email campaigns are driving to your website. These views include not only email recipients, but also visitors who received a forwarded email or received a link.

Users and New Users

The number of visitors who come to your site through your emails is related to users. Because users may visit your site many times, the number of visitors will be slightly lower than the number of working phases. You can also link the number of first-time visitors to your emails. This is a useful metric to see if your emails resonate with an audience you have not previously contacted.

Behavioral Metrics

What users are doing when they arrive at your site

Bounce Rate

If a visitor comes to your site via your email and leaves immediately, it means that the content of your email does not match your site or that your landing page may need to be optimized.

Average page views and duration of work phases

These metrics indicate whether your visitors stay and learn more about your site. If your average page views are low or the duration of the work phase is short, there are several factors to test. Does the mailing list you are sending interact? Is the copy and content on the site optimized? Are you using deep links to take visitors to the next stage of the customer journey?

Conversion Metrics

Conversion rates are the strongest indicator of how effective your EDM is. After all, email marketing is all about bringing new customers to your business as well as repeat customers. Make sure you set conversion goals in your Google Analytics account. Your conversion goals depend on your business model and how your website generates revenue. You may want to track conversations, downloads of specific resources, free account signups, and orders.

By setting conversion goals in Google Analytics, you can select your goals and see the number of conversions your emails have generated, the conversion rate, and, if set, the value of your email conversions. This is a very clear and effective way to measure the ROI of your email marketing efforts.

Learn more about the success of your emails

Sure, it’s great to know how many emails are being opened. But that’s as far as it goes. And since open rates are already suffering, it doesn’t make sense to continue to rely on it.

By leveraging the tools and features of Google Analytics, you’ll get a holistic view of how your emails are performing and you’ll be able to set more granular goals because you can track details like conversion rates and revenue, truly combining email marketing and ROI.

If you’re curious about how our email marketing software connects to your Google Analytics account and want to learn more about how to do it, click this link for details.