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Learn how to set up goals and Ecommerce tracking, verify accuracy of attribution traffic sources, and discuss funnel visualization, Multi-Channel Funnels, the Goal Flow Report, and Enhanced Ecommerce
 
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What sales figures does Google analytics actually track

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I'm trying to understand what sales figures google analytics actually tracks when it is linked with an email campaign.

For instance if a customer clicks through to our website from an email newsletter we have sent them but they don't buy anything on that occasion. If they subsequently visit the website and buy something are those sales attributed to the email campaign (whether they did or not enter our website by clicking on the original email campaign).

If the same customer receives a second email and clicks through to the website where are sales (whether or not they buy) tracked to?

Thanks

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Accepted by topic author Terra N
October 2016

What sales figures does Google analytics actually track

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

It kind of depends on what report you are looking at. If you are looking at the transaction report, the medium attributed to the sale will be the last non-direct click the customer used. So if they came through an email and then later typed in your URL, the medium for the transaction would be email. However, if they instead later did a Google search and clicked on a search result, the medium would be organic search.

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What sales figures does Google analytics actually track

Top Contributor
# 2
Top Contributor

By default, the Acquisition reports show you last-click campaign attribution.

If you go to Acquisition > All Traffic > Channels, the E-mail entry will show conversions that took place as a direct result of clicking an e-mail campaign and purchasing (or with return traffic via the direct traffic channel)

 

VP & Chief Evangelist at Hub'Scan | Contact me
Level 80 Digital Analytics Warrior, KPI Therapist and Keeper of the One True Tagging Plan

What sales figures does Google analytics actually track

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Hi thank you - so just to confirm - a customer has to enter the website via the email each time for their sales to be tracked against that campaign. If they enter the website without going through the email the sales are not tracked against that email campaign. 

 

 

Marked as Best Answer.
Solution
Accepted by topic author Terra N
October 2016

What sales figures does Google analytics actually track

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

It kind of depends on what report you are looking at. If you are looking at the transaction report, the medium attributed to the sale will be the last non-direct click the customer used. So if they came through an email and then later typed in your URL, the medium for the transaction would be email. However, if they instead later did a Google search and clicked on a search result, the medium would be organic search.

What sales figures does Google analytics actually track

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Hi Thank you - will have another look.