This is going to be a short post - but on a topic that is quite often overlooked. I have a website and I have great rankings in the search engines! Job done. My site is now collecting a decent amount of traffic that is of relavence. I’m doing great. Well, too be honest - traffic is stage one. After SEO- you’re no way done.  You’ve not even started.

photo credit: eduardoizquierdo

Ask yourself: What is your website conversion? The answer should be something that impacts your bottom line.

Well, OK….what is my bottom line? An event on your website that produces revenue or contributes to the success of your website.

For some websites a conversion is much more tangible than others.  For example; a conversion for an e commerce site is quite simple; a sale.  A conversion of my blog could perhaps be a blog registration, time spent on site or somebody to comment on my blog post.

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Google Analytics tracks
photo credit: CLF

Google Analytics, by default uses cookies to recognise traffic sources.  For example, in Google AdWords you may run multiple advert groups, advert campaigns and keywords.  Google Analytics detects this information by passing certain parameters to Google Analytics.

Fact: What people don’t know is that Google Analytics can be configured to measure email campaigns, radio, television and just about any source of website traffic.  Google Analytics is not just made for AdWords - it is an enterprise tool that allows you to measure the effectiveness of all traffic sources.

Google Analytics provide a tool which allows you to measure all of the above - and it looks exactly like any other traffic source - except grouped into criteria you wish to report on.

For the purpose of this post - I am going to focus on Google Analytics tracking email campaigns.  I send regular mailings - I want to see if they actually give me any ROI.

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