Email Experiences + Google Analytics – DemandScience Help Center

Feature Details

A popular resource for all marketers (and sometimes their main go-to for “the numbers”) is Google Analytics. From page views to conversions, you gain visibility into how your various marketing channels are performing. Using DemandScience Email Experiences and Google Analytics together makes it easy to track your success and compare your results with other channels.

Implementation/Setup

To ensure you're tracking Email Experiences activity in the most effective way possible, follow the step-by-step instructions below.

Google Tag ID

A Google Tag ID (or tracking code) is required to track all visitor interactions on your website. It's important to note that the tracking ID has been on every web page that you wish to track, including the landing pages you're directing your Email Experiences campaigns to.

To find your Google Tag ID, navigate to Admin > Data Streams > Select a data stream > Configure Tag1.

With your ID in hand, you will now apply it to your website(s). There are two ways to do this:

Copy and paste the code to each web page you want to track. You just have to add the tracking code snippet right after the opening <head> tag of each page.
Or, the most popular option, you can check your web host for integration options. If you’re using something like WordPress, there may be a plugin that will automatically add the tracking code to every page. Some website builders have a specific page or field where you simply enter your tracking ID. Others — such as Blogger and Squarespace — require only your Google Analytics web property ID or account number. You can usually find this option under the Admin or Analytics section of your web hosting provider.

Conversion Events

Events are triggered as users interact with your website. With the user interface, you flag any events that contribute to the success of your business as conversions. Whenever any of these flagged events are triggered, a conversion is registered in your Google Analytics instance.

Based on the conversions that matter most to your business, you will need to set up one or more conversion events within Google Analytics 4. Conversion events are not required, but without them, you can still see how many sessions or views are generated from a specific source, like DemandScience Email Experiences. However, if you’d like to see how your traffic is converting, setting up a conversion event is necessary. To set up a conversion event, follow the steps below:

Create an event for the confirmation page, such as when a user views the confirmation page after a form fill on a landing page.
Mark the event as a conversion in Google Analytics 4.
Verify the conversion event in the Conversion report.

Google Article: How to set up a conversion in Google Analytics 4

Google Analytics

Tracking Now let the tracking begin! Follow the directions below to view Email Experiences activity:

Navigate to the Acquisition > User acquisition report in GA4 and use your new conversion event as the dimension under Conversions.
Check the "Conversion paths" report in the Advertising section to understand your customers’ paths to conversion and how different attribution models distribute credit on those paths.

Custom Channel Groupings

As was mentioned, Google Analytics will automatically bucket Email Experiences in the Other category under Acquisition. If you would like Email Experiences to show up in another section or in its own section, follow the directions below:

Navigate to Admin > Property column > Data Settings > Channel Groups

To answer your question, the process of setting up a custom conversion in GA4 and associating it with a custom channel group would involve the following steps:

1. Set up a custom channel group:

To create a custom channel group, you follow these steps:

Click Admin.
In the Property column, click Data Settings > Channel Groups.
Open Channel Groups.
Click "Create new channel group" to start with a copy of the default group.
Enter a new group name and optionally a new description.
Edit existing channels, add new channels, or remove existing channels.
Click Reorder and drag to reorder the list if you need to change the order of channels. Click Apply.
When you have all the channel definitions you need and they're in the order you want, click Save group.

Google Article: Custom Channel Groups

2. Set up a custom conversion:

Setting up a conversion in GA4 involves creating a new event and marking it as a conversion. Here's a simple step-by-step guide:

Create an event for the action you want to track as a conversion, such as viewing a confirmation page.
Mark the event as a conversion.
You can then verify the conversion event in your analytics reports.
You can view your conversions in the Conversions report, which shows which conversion actions are most common, how many people performed each action, and how much revenue is associated with each action.
You can also see the default channel grouping associated with a user's first session that generated the most conversions in the User acquisition report.
The Conversion paths report in Advertising can help you understand your customers’ paths to conversion and how different attribution models distribute credit on those paths.

3. Click define a new channel and then use the rule source that exactly matches email_signature. Name your new channel DemandScience Email Experiences and then click Done.

4. Now when you select your new channel grouping, Email Experiences traffic will be bucketed under DemandScience Email Experiences.