How to easily integrate Mailchimp with your Google Analytics account
Written by: Monica McCoy
When starting an online shop, you'll want to tell your customers and potential clients about new products, discounts, and any other updates that might interest them. One of the most effective ways is through a daily, weekly, or monthly newsletter which they can subscribe to through your online shop. One of the most widely used newsletter generators, which is free and easy to use, is Mailchimp. And many website owners also have a Google Analytics account to understand a broad range of data related to their site. Together these tools are incredibly valuable to your online shop. That's why we're going to tell you how to easily integrate Mailchimp with your Google Analytics account.
Every week at the office things happen that make me realise potential topics that could be useful for this blog. Just the other day, for example, I was talking to a colleague about a potential client that was looking for a marketing agency to help give their online shop a boost. To put this into context, we're talking about a large business of over 500 employees, in the food and beverage sector. Their marketing department began developing an online shop just over a year ago. The goal is to add a new sales channel for their products.
It turns out that up until now very few of their annual sales were achieved as a result of their email marketing campaigns sent via Mailchimp sent to their client database. And they don't take any other actions to generate sales, so this is certainly an important issue to address.
Their Google Analytics reports show their main traffic sources to be either organic or direct. The reason I want to explain how to easily integrate Mailchimp with your Google Analytics account is because this company doesn't have Mailchimp integrated with their Analytics account. That means they have no way to measure the traffic driven by their email campaigns, the most relevant traffic source for their online shop.
From Mailchimp you can see the results of the delivery of the emails, such as the open rate, click rate, number of clicks, and where they clicked. However, you should understand how to integrate Mailchimp with your Google Analytics account in order to better understand these visits. Otherwise your Analytics simply interprets these visits as direct traffic, and you don't know for sure where they came from. Without this integration you also won't be able to understand the behaviour of these visitors nor find out if the lead became a sale or not.
This is so interesting to discuss, because I was surprised that even today with all the information we have at our fingertips and with all the free tools that help you push your business forward, not even successful companies such as the one I mentioned place importance on measuring their actions online. Not measuring your digital marketing activity is like throwing money in the bin.
Nonetheless, knowing that there are businesses out there in this situation reminds me that learning is a business opportunity. So let's get back to why we are here; to learn how to easily integrate Mailchimp with your Google Analytics account.
Imagine that you have an e-commerce and to incentivise repeat purchases or impulse buying you launch email campaigns from Mailchimp to your database of subscribers.
So once you've created your campaign and sent it out, how can you measure its results in your Google Analytics account?
How to easily integrate Mailchimp with your Google Analytics account
The truth is it's a very easy process that I'll walk you through step by step. To show you how to easily integrate Mailchimp with your Google Analytics account I created a campaign so that you can see how it works from the very first step.
I sent a newsletter to a database I named "Not Responsive" and I activated the option to track the results. I directed the recipients to the diligent agency blog.
What you need for this integration
- You should have a Google Analytics account for your website or e-commerce
- You should be the administrador for your Mailchimp account
Before getting started:
The Mailchimp integration with Analytics add some variables to the destination URL to which your email directs users who receive your email. These variables are: the name listed in your subscriber database, the tracker with the date and name of the channel you'll see in Analytics. This will let you detect these variables from your Analytics account.
A normal URL would be: http://www.diligentagency.com/digital-marketing-blog/
However with the variables added, it will look something like this:
Database list: Not Responsive
Tracker: News Diligent May Not Responsive 01 / 05 / 2017
The most reliable way to know if you are tracking your Mailchimp campaigns correctly is to simply send yourself a test email and click on one of the images that take you to the destination page. Once you're on the page, look closely at the URL and you should see the added code that starts like this: /?utm_source...
Step by step how to easily integrate Mailchimp with your Google Analytics account
The first thing you should do is to connect Mailchimp to Analytics. You simply authorise the connection from the section "integrations". Once you're inside your Mailchimp account, click on your profile at the top right corner of the page. Once the menu drops down, select "Account".
In this section in the main menu below the name of your account you'll see the option "Integrations". Click there.
In this section you'll see a directory of web services you can integrate, such as Facebook, Spotify, Twitter, Google Analytics and others.
Click on the icon or the name "Google: Analytics, Contacts and Docs" and click the button to "Authorize Connection". For this you'll need to have logged into your Analytics account, otherwise it will prompt you to do so.
Once you've clicked on the button to authorise the connection, it will request that you confirm the access by clicking "Grant Access" and then that's it. You should return to your Mailchimp account through the success message.
How to add the tracking code to your campaign
Once you create a campaign you'd like to send, you should go to the "Setup" section of the campaign and below the title "Tracking" click on "Google Analytics link tracking".
Once you mark the checkbox to activate the tracking, a a field will show up just below the Campaign Title with a name that Mailchimp suggests so that you can track the campaign from Google Analytics after you send the campaign.
In general, the title that Mailchimp suggests is a combination of the campaign title plus the send date. This makes it easier to track. And that's it.
How to find the campaign in Google Analytics
I recommend that you add your email to the test email you send to ensure that everything works correctly. Remember to include the tracking URLs with the tracking code like the one we showed you before.
Then you go to your Google Analytics account and the first thing you should do is make sure you have the tracking report for the day you sent the test or campaign.
Afterwards in the sidebar you should click on "Acquisition" > “All Traffic” > “Channels”. In the list of channels you should see the data for the channel, "Email".
I hope this helped you. If you have any questions please feel free to leave them in the comments section and I'll be happy to help you.