Looking to provide small businesses with a more detailed look into how e-mail marketing campaigns impact potential customers’ navigation of its Web site, San Francisco-based VerticalResponse is now offering users Google Analytics Integration.
CEO Janine Popick explains that while VerticalResponse has its own robust click-to-conversion tracking, many of its users were already using tools such as Google Analytics to track Web site activity.
Google Analytics provides detailed reports on clickstream activity by collecting and analyzing data based on the succession of clicks each visitor makes on a Web site. With this new integration, users can activate the new feature from their VerticalResponse account profile for free, and begin easily tracking recipients’ subsequent activity.
“They’ve got these e-mail marketing campaigns that are driving people to their Web sites, but they’re not really sure how many of these people are traveling around their Web site,” Popick said. “So what we’re doing is providing integration beyond that initial click so that businesses can find out the effect of e-mail marketing campaigns on top of my search campaigns and whatever else they’re tracking on Google Analytics – what kind of effect is that having on what they should be doing to their Web site.”
Users who already use Google Analytics can simply check a box in their VerticalResponse profile and fill in the domains they want to track. All of their e-mail campaigns will then automatically populate click data in their Google Analytics account.
“Typically only large companies have ever had all of these tools,” Popick added, “Now they will be free to small businesses, enabling them to really zero and look at shopping carts and where people are falling off – that type of information.”