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 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:
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:
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 step. You can even amend the name of the title to easily identify the email campaign in Google Analytics:
Once you have broadcast your new email campaign, you can start tracking the results in the Reports section of your Mailchimp account:
Select the Campaign within the Reports section and then navigate to the 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
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:
In the next screen, select Google Analytics on archive/list pages from Settings at the top:
From here you need to paste in your Google Analytics code, which is available with the Admin section of your Google Analytics account:
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.