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How to track an email marketing campaign?

The Email marketing channel remains one of the most profitable channels among marketers.

The Email marketing channel remains one of the most profitable channels among marketers. Whether email marketing is part of your omnichannel marketing strategy or it's the core of your business, tracking beyond your open and click-through rate is key to your business growth.

How AnyTrack works

Regardless of the marketing channel that will drive traffic to your website, conversion tracking works according to the following steps:

  1. A visitor lands on your website

  2. AnyTrack automatically

    1. Tracks engagements such as FormSubmit and OutboundClick events

    2. Generates a Click_id and passes it to your forms or product links

  3. When the visitor Purchases your product, AnyTrack tracks the conversion by stitching the session data and the conversion data with the Click_id.

Email campaign tracking use cases:

Option #1: Email Tracking for Lead Generation on Ads (Facebook, Google, etc...)

You are running lead generation campaigns on Facebook Ads (or other), and you want to track the performances of email campaigns back to the initial ad campaign that acquired the lead.

Before you can track the email campaign performances, you need to:

  1. Track the campaigns that acquired the Leads
  2. Track the form submission events
  3. Pass the AnyTack Click ID to your Optin forms and to your Email platforms

Prerequisites:

  • Update your Forms to capture the AnyTrack Click ID into a field name called atclid. Once the hidden field is set, AnyTack will automatically set the Click ID value in the field.
  • Add the new field in your email platform by the name atclid
  • Update your email campaign links to include the custom field and its value.

Your links should look like this - (Example from Mailchimp)

https://myfunnel.foo?utm_source=mailchimp&utm_medium=email&atclid=*|ATCLID|*

Why add the atclid parameter to your email campaign links?

Stitch Sessions under the same Click ID

When a visitor lands on your website with the ?atclid parameter, the AnyTrack tag will recognize the parameter and the value and stitch the session to the initial campaign that brought the lead.

Cross-device tracking

When you acquire a lead and then send out an email sequence, the lead might click through a different device. 

By adding the atclid parameter, you enable cross-device tracking with little to no errors.

 

email mark

Most email marketing platforms follow similar tracking methods, but in this case, we're using Mailchimp to illustrate the email marketing tracking flow.


Step 1: Mailchimp Form Tracking

  1. In MailChimp we will go to Audience -> signup forms -> Settings

  2. Choose Audience fields and |MERGE| tags:
    2.jpg

  3. Click on "Add a field" -> text and fill it this way:

    clickidd.JPG

    * You can choose another name if you like ( the Click id on the left side).

  4. The next step is to create a form. In this case, we will go on Embedded forms, and when we finish customizing it, we will copy the HTML code:

    copy.jpg

We will add the next part to the HTML code in the input part:

<input type="hidden" name="CLICK_ID" value="--CLICK-ID--">

The HTML code with our additional part will look like this:

<!-- Begin Mailchimp Signup Form -->
<link href="//cdn-images.mailchimp.com/embedcode/classic-10_7.css" rel="stylesheet" type="text/css">
<style type="text/css">
    #mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; }
    /* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.
       We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. */
</style>
<div id="mc_embed_signup">
<form action="https://gmail.us5.list-manage.com/subscribe/post?u=f55344cd125f5750fa6c74774&amp;id=fd12406f4f" method="post" id="mc-embedded-subscribe-form" name="mc-embedded-subscribe-form" class="validate" target="_blank" novalidate>
    <div id="mc_embed_signup_scroll">
    <h2>Subscribe</h2>
<div class="indicates-required"><span class="asterisk">*</span> indicates required</div>
<div class="mc-field-group">
    <label for="mce-EMAIL">Email Address  <span class="asterisk">*</span></label>
    <input type="email" value="" name="EMAIL" class="required email" id="mce-EMAIL">
    <input type="hidden" name="CLICK_ID" value="--CLICK-ID--">
</div>
    <div id="mce-responses" class="clear">
        <div class="response" id="mce-error-response" style="display:none"></div>
        <div class="response" id="mce-success-response" style="display:none"></div>
    </div>    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->
    <div style="position: absolute; left: -5000px;" aria-hidden="true"><input type="text" name="b_f55344cd125f5750fa6c74774_fd12406f4f" tabindex="-1" value=""></div>
    <div class="clear"><input type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button"></div>
    </div>
</form>
</div>
<script type='text/javascript' src='//s3.amazonaws.com/downloads.mailchimp.com/js/mc-validate.js'></script><script type='text/javascript'>(function($) {window.fnames = new Array(); window.ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';fnames[3]='ADDRESS';ftypes[3]='address';fnames[4]='PHONE';ftypes[4]='phone';fnames[5]='BIRTHDAY';ftypes[5]='birthday';fnames[6]='CLICK_ID';ftypes[6]='text';}(jQuery));var $mcj = jQuery.noConflict(true);</script>
<!--End mc_embed_signup--></link>

📘 More about sending ClickID with a form submit here

Step 2: Email Links Tracking

After doing that, we will add this code to our website to generate leads.

The last thing is to add to the links that we send in the email marketing the id placeholder of the ClickID.

In our case is *|CLICK_ID|* as we can see in Mailchimp:
*The ID placeholder might change from one platform to another.
clickidd
So, for example, the next link: www.example.com
Will be changed to:https://www.example.com?atclid=*|CLICK_ID|*

💡Note:

The reason to use the parameter atclid is to stitch all sessions to a customer. If you don't pass the atclid, Anytrack will create a new session and attribute it to the email campaign instead of the original touch point.

Verify your setup:

Now, if a user submits the form or clicks on a link in your newsletter, you will see it in AnyTrack along with the user journey. 

For example:


mceclip0

 

UTM Parameters For Email Campaigns (recommended)

utm_source={youremailsoftware}&utm_medium=email&utm_campaign={campaignToken}&utm_content={subject}&atclid={token}

Note:

Each email platform uses different dynamic tokens to campaign parameters, so please consult with your email platform's knowledge base.


Need support?

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