Google Analytics Email Events

Google Analytics Plugin

The Stackla Google Analytics Plugin has been extended to provide a simple way for customers to track Impressions and create Sessions based upon an individual viewing a Stackla Email Campaign Tile within their preferred Email Provider. The events created for the Email Campaign are stored as behaviours within the Analytics tool, however can be used to help build out Segments which identify the impact of the Widgets on Users and their respective Sessions across the Digital Properties.

Events

The Google Analytics Plugin has been built to track an event per UGC Tile Embed within an Email Campaign. Each Event that is stored in Google Analytics will have an Event Category and Event Action and Event Label.

Stackla, by default, groups Event Categories based upon the Email Campaign and Filter that they have been instigated from. Whilst this can be manually adjusted by clients, it allows for brands to determine what Email Campaigns and Filter is driving the most impressions. Event Actions are the specific action that has been performed, in this case loading the Tile Embed, whilst Event Label contains more granular detail such as Embed ID and the UGC Tile Embed position.

Full details of each of the Event is listed below:

Event Description Event Category Event Action Event Label
UGC Embed Tile Load Triggered each time an Email Campaign Tile is loaded by an end user Email Campaign {EmailID}, Filter {FilterID} Email Tile Load position: {Position}, embed_id: {EmbedID}

Tracking Code

Standard

Stackla tracks impressions relating to the loading of the Email Tiles by adding a simple Tracking Pixel. The structure of the tracking pixel embed is as follows:

<img src="https://www.google-analytics.com/collect?v=1&amp;tid={UID}&amp;t=event&amp;ec={Category}&amp;el={Label}&amp;ea={Action}" width="0px" height="0px"/>

The parameters which have been defined are:

Parameter Description Sample
{UID} Google Analytics Universal ID UA-143846264-1
{Category} Event Category Email Campaign (12345), Filter (34567)
{Label} Event Label position: 01, embed_id: 12356789-01
{Action} Event Action Email Tile Load

Values such as UID are populated by the Google Analytics Universal ID which has been configured in the Google Analytics Plugin on the respective Stack, whilst the Category, Label and Action are populated based upon attributes defined above.

Customising

The Tracking Code which Stackla generates can be customised with additional attributes able to be added to help improve the level of tracking available within your Google Analytics instance.

Some of the additional attributes which can be added include:

Reference Parameter Description
Client ID cid Anonymously identifies a particular user, device, or browser instance
User ID uid Known identifier for a user provided by the site owner/tracking library user.
Campaign Name cn Specifies the campaign name.
Campaign Source cs Specifies the campaign source.
Campaign Medium cm Specifies the campaign medium.
Campaign ID ci Specifies the campaign ID.
Document Path dp The path portion of the page URL.
Document Title dt The title of the page / document.

A full list of attributes which can be tracked are available here

Click Tracking

For anyone looking to track clicks from embedded content within Google Analytics, we recommend applying custom tracking to the redirect URL. For more information, please refer here.