Conversion trends

Brian Mucha:

Veronica Brown:

Is there a report I can run that will show me conversion trends (email subscribers) week by week or month by month? 


-V.

We've been using the email analytics service from Litmus, which really expands on what Luminate can provide. Highly recommend you check it out.


And to expand on the Google answer a bit, you should be using Google Analytics campaign tags on your email links. These work pretty much like Luminate Session tags, and stick with the user during their whole visit to your site. That way you can see in Google Analytics where visitors from your email links went and what they did. Combine that with GA goals for some interesting reports. The site doesn't even have to be a Luminate site, so long as you have access to the GA reports. We can track what our email referred visitors do on our SharePoint home site this way.


EDIT: And don't forget to also add Luminate Source tags to your links too. See s_src and s_subsrc in the docs.

 

Brian Mucha:

GA is more about reporting overall trends and behavior. How many users did this, how many completed that. But the LO tags are stored right on the cons record and the transactions/interactions. So you can pull a list of everyone that gave via some specific source. Or you could pull a transaction report grouped by source. That can be interesting on bigger campaigns like end-of-year where there are many routes to your content. There's also something to be said for a true spreadsheet from LO rather than all the pretty charts in GA. What's the average giving of facebook referred donors VS that email campaign we did? (Or any metric like lifetime giving, or whatever.)


You can tag links on more than just email too. We tag links for social media before we bit.ly them. Similiarly, you can also tag links and then put that long link into a LO shortcut. So posters or flyers for an event might use luriechildrens.org/event2016 with one set of tags, and the radio campaign might use luriechildrens.org/event with another set.


Another trick we do is to GA tag our website's footer links one way, and the navigation links another. That way to you can easily see if the footer links get more action than the dropdown menu to the same content. You could do the same with your email. Did the text link in the copy get more play, or the button?

It's also just convenient to be able to get that information on either platform. Can't hurt!