If building an email list is a priority for you, then you need to know which marketing channels lead to the most email signups. This allows you to double down one what works and optimize what doesn’t. The best way to get insight into these channels is Google Analytics’s Goals, and today I will show you how.
Create a Google Analytics Conversion Goal
Google Analytics (GA) makes creating goals pretty simple. Google has a number of templates that makes the setup process relatively straight forward. To start you must have a destination page. This page is where a user would go after they’ve signed up for your newsletter. It my case, the name of the destination page is /thanks/. This is where I thank each subscriber for signing up for our newsletter, and do a soft sale of some of the services we offer.
Once you have your destination url, you can log into your GA and track all the traffic to that url as a conversion. Let me show you how:
Log into GAs and go to the Admin tab. Once there, under Profile options, click on Goals.
Once inside of goals, click the Create a New Goal button and make sure the Template radio button is selected. From there under Engagement select Sign up and click Continue.
The next step is to give this goal a name. In my case I called it a mailing list signup, but you can make this anything you want. Next, select Destination and click Continue.
The final step is to add the url of the destination page. In my case I’ve selected Equals to from the drop down and added /thanks/ as my destination url. You can use a number of different methods to specify a destination url including begins with and regular expression, but since our destination is simple, an Equals to will work just fine.
Once you’re done click the Save button and you’re ready to go.
Determining Which Online Marketing Strategies Drive Subscribers
Now that you’ve gotten a few sign ups, you can now determine exactly where your email signups are coming from. GA’s goals makes this really simple. Go to your Google Analytics dashboard and click Reporting in the main navigation bar. Under Conversions go to Goals and click Overview. There you will be able to see your Goal Completions and Goal Conversion Rates. More importantly you can click Source / Medium and see which traffic sources converts best.
Now that you’ve got your GA setup and have started tracking your marketing strategies you should now be able to double down on your marketing and track its effectiveness. Good luck!