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Google Analytics: Using Metrics to Track and Improve Email Marketing Results
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By Dan Forootan

Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible—and easier to do than ever before.

What is Google Analytics?

Google Analytics (previously Urchin) has become one of the industry's most powerful Internet marketing tools, helping advertisers, publishers, and Web site owners improve their sales conversion, campaign targeting, and marketing initiatives. It is a robust Web statistics software application provided by Google free of charge.

Google Analytics is simple and easy to use, and anyone can start benefiting from it in just a few minutes. Just add some basic code to your Web site, and you're ready to begin monitoring visitor trends.

After basic setup, marketers can track important statistics like visitor referrers, navigation paths, pageviews, geo-location data, and browser type. Know where your visitors come from, whether referred by search engines, ads, emails, blogs or affiliates. Know which cities, states, and countries your primary visitor traffic comes from so you can more carefully target future ad campaigns.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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