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20NTC Session Proposal

Google Analytics as a tool to Enhance Email

Submitted by: Rob Winters | ADCIEO


Email is vital to marketing and fundraising campaigns alike. We put in the time to view opens and clicks to see how a message and campaign perform. With the additional of Google Analytics URL tagging it is possible to go beyond basic email reporting. This simple addition adds new insight into how, when and what constituents are doing with the emails they receive. Through existing Google Anlytics reporting, it’s possible to reshape how we engage constituent to return stronger conversion rates.

Learning Outcomes

  • Understand how to use URL tagging to improve link tracking of email recipients.
  • Discover how campaign reporting in Google Anlaytics can report out on email trends.
  • Learn to use Google Anlaytics to drive email best practices for delivery.

Target Audience

Marketing and communication staff wanting to use Google Analytics to improve email tracking and reporting.



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