Email Marketing

As one of the top email marketing service providers, Mailchimp offers some very useful reporting tools. But if you link your Mailchimp campaigns to Google Analytics, you’ll have much better idea of how well your campaigns are performing.Mailchimp & Google Analytics

Mailchimp does offer you a robust reporting dashboard for your campaigns, featuring statistics such as open rates and click through rates. But by adding a new dimension of reporting with your Google Analytics data, you can start tracking the two most important KPIs of email marketing – return on investment, and conversions.

How to Link Mailchimp to Google Analytics – a Step-By-Step Guide

For this to work, obviously you’ll need a Google Analytics account, and you’ll need to ensure that the tracking codes have been correctly added to your website.

Log in to your Mailchimp account and click on your profile in the top right to open the menu. Select Account:

Mailchimp Account

 

On the next screen, select Integrations, then scroll down the page until you find Google: Analytics, Contacts and Docs. Click this option and then select Authorise Connection:

Google Analytics, Contacts & Docs

Mailchimp will then direct you to the Google login page to confirm and establish a connection between Mailchimp and Analytics. It may take between 24 and 48 hours to establish the connection, so make sure that you bear this in mind when you plan your upcoming email campaigns.

When creating a new Campaign, be sure to tick the Google Analytics Link Tracking option in the Set-up stepYou can even amend the name of the title to easily identify the email campaign in Google Analytics:

Google Analytics Link in Mailchimp

Once you have broadcast your new email campaign, you can start tracking the results in the Reports section of your Mailchimp account:

Mailchimp Reports

 

Select the Campaign within the Reports section and then navigate to the Analytics360 tab:

Analytics360 tab

Within the Analytics360 tab you will be able to see various statistics that have been pulled from your Google Analytics account that are tied to your campaign:

  • If you have e-commerce tracking set up in Google Analytics, Mailchimp will calculate a return on investment for your campaign
  • If you have any any Goals running in Google Analytics, you’ll be able to monitor your conversion rate
  • Finally, you can see data on how many visits to your website your campaign has driven. This is a particularly important KPI if you’re using email to drive recipients to content and information on your website about new products and services

Analytics360

As well as new email marketing campaigns, you can also add Google Analytics tracking to archived Mailchimp campaigns. To make this happen all you need to do is navigate to the Lists option in the main menu, find a previously sent list, click the drop-down menu next to Stats, and then click Settings:

Settings

In the next screen, select Google Analytics on archive/list pages from Settings at the top:

Settings2

From here you need to paste in your Google Analytics code, which is available with the Admin section of your Google Analytics account:

Google Analytics code

Once you’ve pasted your code and clicked Save, data from your previous campaigns will be visible within Acquisition -> All Traffic -> Source/Traffic area of your Google Analytics account.

So there you have it! The reporting capabilities of both Mailchimp and Google Analytics have their own individual merits when it comes to tracking the success of your email marketing campaigns. But by combining them together, you’re now able to make a more thorough judgement on how well your customers are engaging with your emails, as well as how good they are at generating conversions.

If you’re looking to maximise return on investment from your email marketing, or are struggling to get the most from Mailchimp, contact Hallam on 0800 622 6100 to find out how we can help.

3 responses to “How to Link Mailchimp to Google Analytics”

  1. Ina says:

    Thanks for that explanation! One question please:
    At the Mailchimp settings: “Google Analytics on archive/list pages”, where to add a Google Analytics tracking code: do I use there the same code as I use for my site, or do I create a separate property in Google Analytics just for that Mailchimp archive?
    Thanks.

  2. Susan Hallam Susan Hallam says:

    You should use your existing Analytics code.Do not create a new tracking code In that way, you will capture this additional data in the Traffic Sources section of your Analytics. The steps you are going to take are:

    Add Tracking to Campaigns and Hosted Campaign Archive

    To add tracking to your campaign pages and hosted campaign archive, follow these steps.

    Navigate to the Lists page.
    Click the list’s drop-down menu and choose Settings.
    Click Google Analytics on archive pages.
    On this page enter your Google Analytics tracking ID and click the Save button.

  3. Ina says:

    great, I understand, thanks for that explanation!

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