Now that I have 7 messages, extending to 28 days, I can return to some more optimization steps. Today, I’m going to go a bit geeky and put in some more tracking devices into my email campaign.

My steps today are:

  • Set up Aweber goals
  • Set up Google Analytics
  • Create a Google Analytics URL

Let’s get started…

Set Up Aweber Goals

One of the reasons I prefer Aweber to other services is the reporting and tracking features included with their accounts.

In addition to seeing who’s clicking on your links, and which email subject lines provoke the most response, you’ll find a lot of other info in their reports area.

And one of the reports you can generate is Revenue Over Time. This is obviously what email marketing is all about, in terms of metrics, right? How much profit are you generating from your email campaigns.

To get this report, you need to set up goals. In your Aweber account, choose the Reports tab, and then Settings. You’ll see an area to enter your website URLs for analytics tracking. This has to be there for your results to be reported.

After you enter the URLs, you’ll need to get the javascript code, and paste that into the source code of your website on all the pages you want to measure.

If you’re using a PHP driven site, like a blog, then you should just be able to go the area of your blog’s theme editor that shows up on all the pages, like footer.php. For me, using Blogi360 (soon to be QuanSite), I can use the Site Includes Editor. I paste the tracking code in the after footer include.

By the way, if you’re using Butterfly Marketing, you’ll need to put the code above the </body> tag on these pages of your site:

  • main.html
  • main.not.logged.in.html
  • oto1.html
  • oto_bck.html
  • oto2.html
  • oto2_bck.html

Once you have your code on your site, then you’re ready to set goals.

A goal is really an event that happens. This can be when someone lands on a page after they’ve done something that you want to measure. For example, when they get to your download page, that signifies an opt-in. If they get to your product page, that means a sale happened.

When you set a goal, you need to put in a monetary value. Even for opt-ins, it’s helpful for you to put in some amount (like $1) to help you make decisions on advertising and ROI. For your sales, obviously, you can use the price of your product.

You can have as many goals as you want. But it will take time for the numbers to reveal big secrets. That’s up to your traffic that you can get. But with the goals in place, you now have a way to really see what’s happening in your email marketing campaigns, and that your efforts are paying off.

Google Analytics and URL Builder

I was reading the Knowledge Base (it’s always good to keep up with what they’re doing), and they talked about combining Aweber with Google Analytics.

Basically, there’s a bit of a hidden tracking feature that I hadn’t seen before in Google Analytics. It’s called the URL builder, and you use it to create a link that gives you more data in your GA account.

Like the instructions above for getting Aweber’s analytics on your site, you’ll need to do the same thing for GA. This is another free business tool from Google, of course, at GoogleAnalytics.com.

Create a web profile for your site (see the bottom of the page of your new account), and take the code they give you and paste it into source of your website pages.

Then go to this page for the URL builder.

For me, I want to track the traffic and sales that come from my links to the IM Success Library. Specifically, I’ll be measuring message #5 to start with.

So for the website URL, I’ll use IMSuccessLibrary.com/silver, which is the link I used in that message. Here’s what I use in the rest of the builder:

  • Source: btt2-message5
  • Medium: email
  • Term: [left blank]
  • Content: [left blank]
  • Name: BTT2-Message5

Then I click generate URL, and I’m all set with my new URL.

I just go back to Message 5, and replace the link I had with the new link that Google gives me. Now my link will be tracked in Aweber for the goals I’ve set. And then again in Google Analytics for all the other stuff that GA measures (like customer paths, time on site, etc.).

If you use a full URL as the text in your HTML message in Aweber, the WYSIWYG editor will change that to the full tracking link. You can change it back by editing the “link text” in the hyperlink dialogue box when you edit the link.

You may not need to understand how all this works, but eventually, as you get more traffic, today’s steps will help you make very informed decisions about your business. Instead of flying blindly, you’ll be able to drill down into the numbers. Or pass the numbers to someone else to crunch :)

Bob Jenkins
DiscoverAutoresponders.com

p.s. If you have time, poke around in the other areas of the Reports of your Aweber account. I like to see where my subscribers live, and which of my messages are causing unsubscribes. That can be very valuable information over time!

As always, post your comments and questions below!

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