If you’re a VerticalResponse user, you’re probably already well aware that we track the
opens, link click-throughs, bounces and unsubscribes for any email sent out through our service. What you may not be aware of is that we offer even more advanced (and free) tracking options that need to be activated before you can use them.
These advanced options are Click to Conversion, Click to Sale, and Google Analytics Integration. What are some of the reasons you’d use these options and how can you activate them?
Click to Conversion
With Click to Conversion tracking, VerticalResponse provides a snippet of HTML code that you can add to any page on your website. If someone clicks a link in an email you send out and then makes their way to a page that contains this code, then they’ll be tracked within your account as a Conversion.
This code is perfect for a thank you / confirmation page that follows a purchase, a white paper download, an event registration or anything else along the same lines. In this way if you send an invitation out regarding an event, for example, you’ll see exactly how well that invitation performed based on the number and percentage of people who clicked a link in your email, filled out the registration and made it to the thank you page. They successfully registered for your event and so therefore have “converted” by doing what you wanted them to do.
To activate Click to Conversion tracking, go within your account to VR Email > Account Information > Analytics Settings > Click-to-Conversion. Then use the Enable drop down menu to select the Click-to-Conversion option. Now simply add the tracking code that appears beneath this drop-down menu to any page (or pages) on your site. Anyone who clicks an email link and makes their way to a page that includes this code will be tracked as a conversion. Be sure to click the Submit Changes button before leaving this page.
Click to Sale
Click to Sale tracking allows you to see how much revenue is generated from people who make a purchase on your site after clicking a link in an email. It also includes a Return On Investment calculator (which can be found within the reporting for each email campaign under VR Statistics) that compares generated revenue against the amount of money you spent on the email campaign itself.
To activate Click to Sale tracking, go within your account to VR Email > Account Information > Analytics Settings > Click-to-Conversion. Then use the Enable drop down menu to select the Click-to-Conversion + ROI Calculator option. You’ll then need to add the provided tracking code to the thank you or confirmation page that follows a purchase on your site and set things up so that the total purchase amount can be inserted into the code where we’ve written the words PURCHASE AMOUNT. This is not too complicated, but is more advanced than Click-to-Conversion, so it will require more work on your end to set this up. Also, be sure to click the Submit Changes button before leaving this page.
Since people can (and do) block cookies occasionally, this will not necessarily show you all the money that was spent by folks who clicked a link in your email. The same issue applies to Click-to-Conversion tracking. Both are simply additional tools you can use to gain a better understanding of an email campaign’s success.
Google Analytics Integration
Our Google Analytics Integration takes your tracking past the initial email link click. With this integration activated, you’ll be able to log into your Google account and see exactly what each of the specific people who’ve clicked a link in your email have gone on to do on your website. We’ll automatically add the necessary Google tracking code to your links and let you choose what information about each individual clicker you’d like to see merged over to your Google account (you’ll be given this option right above the Launch button for every email you send out).
To use this option you must have a Google Analytics account and have already added the Google provided tracking code to your website. Accounts are free and are a great way to track activity on your website (we use Google here at VR). You can learn more about Google Analytics here:
http://www.google.com/analytics/
Activate Google Analytics Integration by going within your account to VR Email > Account Information > Analytics Settings > Google Analytics. If you already have a Google Analytics account, skip directly to Step 3 and check the Add Domains box. Enter any domains you’re tracking via Google and click the Submit Changes button in the lower right hand corner. After this is done, you’re all set.
As noted above, these “more advanced” tracking options are free to use. The only real limitation is that none of these three tools currently integrate directly into your Salesforce reporting. You’ll only see this data within your VR Statistics area and, in the case of the Analytics integration, within your Google account.
Are you having success with any of these tools? Do you need help? Let us know in the comments!
Richard Huffaker, Community Education & Training Manager
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