Google Analytics integrations

Google Analytics integrations

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Delivra offers two Google Analytics integrations to enhance your email marketing efforts:

Tracking Tags

See sent email traffic on your website, reported in your Google Analytics account. When enabled, the integration will append Google Analytics "utm" parameters to the links in your sent campaigns. This integration is available to all customers on any license and configuration is currently only available in the Legacy platform.

The following (default) parameters will be passed:
Utm_source = delivra
Utm_medium = ‘email’ when the link is in an email, and ‘sms’ when the link is in a text message
Utm_campaign = campaign name
Utm_id = campaign id
Utm_term = tooltip specified for the link

Enable/Disable Google Analytics Tracking Tags in your account

  1. Go to Settings.
  2. Select "Account Management" from the drop-down.
  3. Select "General Account Settings".
  4. Then click "Settings" on the left menu. 
  5. Scroll down the page to locate and check "Add Google Analytics Tracking Tags".
  6. Click "Save". That's it!
To disable, follow the same steps but uncheck the "Add Google Analytics Tracking Tags" box.

If you have created any campaigns prior to enabling Google Analytics Tracking Tags the UTM parameters will not be added to links automatically. To update the campaign links to include UTM parameters after you have enabled them, open your campaigns and click "Save" in order for the tracking parameters to be applied.

Use custom UTM tracking tags

To use your own UTM tags, you will need to first turn off, or disable, the default tracking tags. Then, apply your own tags to links in your campaigns. 
  1. Navigate to your campaign and open it.
  2. Edit any hyperlink whether text, image, or button.
  3. Append your custom UTM tags (with their values) to the end of the URL.
    1. For example, the link http://www.google.com could become http://www.google.com?&utm_source=YayEmail&utm_medium=EmailSendsFromDelivra&utm_campaign=product_update&utm_content=product_launch_feb_25_marketing&utm_term=ProductReleaseNotesPDF
  4. Repeat for all hyperlinks.
Lastly, it's important to note not all clickthroughs from campaigns sent from Delivra will match one to one with the activity reported in your Google Analytics account. The following are a couple of reasons why:
  1. Visitors may have their cookies disabled or may use Incognito/Private mode in their browser.
  2. Statistics that get reported as (direct)/(none) under Source in Google Analytics are most likely attributed to email.
  3. Google Analytics script does not always run. This can be due to redirects, javascript errors, or putting the script in the footer to make the website load faster. 
  4. There can be a Google Analytics filter preventing traffic data from appearing. Incorrect filter setup can prevent Google Analytics from showing all website traffic.

Campaign Tracking (Commerce)

Once enabled in your account, visitor campaign (this term refers to Google campaign, not Delivra campaign) information will be reported back to a mailing sent through Delivra. Campaign tracking is typically used to send aggregate purchase data back by tying that information to a sent email.  Integration availability based on your license, visit https://www.delivra.com/pricing for license packing information. This integration is available to all customers on any license and configuration is currently only available in the Legacy platform. View the setup guide here.

The Google Analytics Campaign integration sends web commerce data captured through your Google Analytics account to Delivra and you can see this data in campaign reports. Statistics associated with Google Analytics Campaigns will be clearly marked as “Commerce” in your reports.

Account Overview
Google Analytics data is reported as “Commerce Statistics” and includes Sessions, Purchases, Revenue, and Conversion Rate. The Conversion Rate is calculated as Purchases divided by Sessions.

Mailing Overview
Google Analytics Campaign reporting will be clearly marked as “Commerce”.

Tracking Statistics
Purchase/Revenue information from your Google Analytics connection will be reported clearly as Commerce.

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