Web analytics tools

In this section, you will learn how to easily integrate CodeTwo Email Signatures for Office 365 with different web analytics tools. Doing so will let you track the results of your email signatures marketing campaigns and measure the web traffic you get from them.

Follow the links below to learn more about web analytics tools and why should you consider using them with CodeTwo Email Signatures for Office 365

What are web analytics tools?

Web analytics tools let you measure the performance of your website, including:

  • acquisition – where your visitors came from (e.g. if they found your website through a search engine, like Google, or clicked a link to it on another website);
  • behavior – what are the most popular pages, how much time users spend on them, what other actions users perform (e.g. click a link or use a search box);
  • conversions – what are the results of users’ visits on your website. Have they purchased your products? Have they downloaded a free report, or registered to your service? 

What is URL tagging and why use it?

To provide you with actionable insights, web analytics tools need to identify sources of traffic to your website. In most cases, it can be done correctly automatically (i.e. using the HTTP referer field). However, there are scenarios in which identifying the traffic source automatically is not possible, for example:

  • When web traffic comes from emails. If a recipient receives your newsletter and clicks a link to your website, web analytics tools will register it as a direct visit, because there is no referrer field present.
  • When web traffic comes from banners (or paid links) placed on other websites. Web analytics tools register this type of traffic as referral traffic because it has no way of differentiating the paid links from non-paid ones.

If you want to correctly identify traffic sources in the scenarios mentioned above (e.g. to assess the profitability of your marketing activities), you need to annotate these types of links with special tags - this is called URL tagging. In case of Google Analytics, one of the most popular web analysis tools, there are 5 URL parameters that you can add to your links:

  • utm_campaign (required) – to identify your campaign or product. This is the only required UTM tag.
  • utm_source (optional) – to determine the source of traffic (email banner, search engine, newsletter).
  • utm_medium (optional) – to identify the advertising medium, like email, blog, or a message board.
  • utm_content (optional) – used for A/B testing of ads. Using this tag you will know precisely which element was clicked to reach your website.
  • utm_term (optional) – to note the keywords for a paid ad.

To find out more about Google Analytics URL parameters, please refer to Google’s documentation

Why integrate CodeTwo Email Signatures for Office 365 with web analysis tools?

CodeTwo Email Signatures for Office 365 is an online service designed to let you easily add and control email signatures for all users in your Office 365 organization. It can also be used to add marketing banners or promotional links to your emails, making it a powerful and cost-effective medium for marketing communication with both prospects and existing customers. With the URL parameters in place, you can effortlessly track your email signatures marketing campaigns.

Imagine you want to run a spring sale and promote it in emails, for one week. You could use CodeTwo Email Signatures for Office 365 to automatically add a promotional banner to emails by using the following email signatures rules settings:

  1. Create a new signature rule and enter a name for it (Fig. 1.).

ESIG O365 integration - creating new rule
Fig. 1. Creating a new signature rule.

  1. On the Senders tab, you need to add users that belong to the sales department (Fig. 2.). In this way, the banner will be added only to emails sent by the members of this department. You can skip this step if you wish to add marketing banners to all outgoing emails.

ESIG O365 integration - configuring senders
Fig. 2. Specifying the scope of senders.

  1. On the Email direction tab, select which recipients will receive this banner (Fig. 3.). In this example, only those outside your organization.

ESIG O365 integration - configuring mail direction
Fig. 3. Applying the rule to emails sent outside your organization.

  1. Go to the Options tab, and configure the Scheduler so that the rule you are creating will be active for one week, starting from a specific date (Fig. 4.).

ESIG O365 integration - configuring scheduler
Fig. 4. Configuring the time range for the rule to be effective.

To properly track results of this campaign in, for example, Google Analytics, you could tag the banner link like this:

utm_source: Newsletter

utm_medium: Email

utm_campaign: Spring_sale

The URL tagged with these UTM parameters would look like this: http://www.example.com/?utm_source=Newsletter&utm_medium=Email&utm_campaign=Spring_sale

Once you configure appropriate rules in CodeTwo Email Signatures for Office 365, you can lunch your campaign. Adding the UTM parameters to the links inserted into your email signature allows you to track the performance of used banners. That way, in case the results are not satisfactory, you can always make some changes to these banners, or use other ones. Without these parameters, it would not be possible to measure the effectiveness of your campaign.

Examples of integrations with web analytics tools

Follow the links below to learn how to integrate CodeTwo Email Signatures for Office 365 with:

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