{"id":2847,"date":"2011-07-13T09:16:10","date_gmt":"2011-07-13T14:16:10","guid":{"rendered":"http:\/\/50.87.148.141\/~ncalden\/blog.fromdoppler.com\/?p=2847"},"modified":"2021-02-24T09:46:29","modified_gmt":"2021-02-24T12:46:29","slug":"como-medir-ctr-email-marketing-google-analytics","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/como-medir-ctr-email-marketing-google-analytics\/","title":{"rendered":"CTR en Email Marketing con Analytics"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18792\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics.png\" alt=\"\" width=\"2918\" height=\"1252\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics.png 2918w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-1024x439.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-768x330.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-600x257.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-1536x659.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-CTREmailMarketingAnalytics-2048x879.png 2048w\" sizes=\"auto, (max-width: 2918px) 100vw, 2918px\" \/><\/p>\n<p style=\"text-align: justify;\">Hoy por hoy no existen misterios en el mundo de las <strong>Anal\u00edticas Web<\/strong> de qui\u00e9n es el rey en el mercado de herramientas de seguimiento. <strong><a title=\"Google Analytics\" href=\"http:\/\/www.google.com\/analytics\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a><\/strong> hasta este momento se ha quedado con la corona en este mercado entre las herramientas gratuitas. Con m\u00e1s de 80% del share de este tipo de aplicaciones, pocos se atreven a desafiar el reino del gigante de Silicon Valley.<\/p>\n<p>Si bien Doppler dispone de su propia herramienta de an\u00e1lisis de clickthrough rates, puede ocurrir que buscar esta informaci\u00f3n o cruzarla impone un esfuerzo extra que hay veces se puede evitar desde el trabajo de dise\u00f1o de una pieza. Por eso, para aquellos que dan uso intensivo a Google Analytics, nos permitimos pensar: c\u00f3mo podemos hacer para <strong>seguir la actividad de clicks<\/strong> desde una campa\u00f1a determinada hacia un sitio o micrositio hacia el que dirige la pieza, desde el env\u00edo mismo, desde nuestro HTML, y siguiendo todos los par\u00e1metros hasta el detalle.<\/p>\n<p><strong>\u00bfEn qu\u00e9 consiste el esfuerzo desde la pieza entonces?<\/strong><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/20110712_01.png\" alt=\"\" \/><\/p>\n<p>En el HTML que creamos para importar nuestra campa\u00f1a dentro de la aplicaci\u00f3n de Doppler debemos personalizar los links que se incluyen dentro del HTML que se sube con la campa\u00f1a. \u00bfC\u00f3mo se crean estos links personalizados?<\/p>\n<p>Todo este tracking personalizado se crea desde una herramienta paralela de Google creada un tiempo atr\u00e1s. Nos referimos al <strong>Google URL builder<\/strong>, y lo utilizamos del siguiente modo:<\/p>\n<p>1. Primero debemos ingresar al<strong> URL builder <\/strong>de Google, derivado del sector de ayuda de Google.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/20110712_02.png\" alt=\"\" \/><\/p>\n<p>(El mismo es accesible desde <a href=\"http:\/\/www.google.com\/support\/analytics\/bin\/answer.py?answer=55578\">http:\/\/www.google.com\/support\/analytics\/bin\/answer.py?answer=55578<\/a> o alternativamente si buscan \u201cUrl builder\u201d en Google)<\/p>\n<p>Cabe aclarar que para obtener links trackeados uno debe ingresar al menos la informaci\u00f3n de los 3 campos que contienen asterisco, y luego hacer click en \u201cGenerate URL\u201d para luego copiar la informaci\u00f3n que aparece en el campo vac\u00edo de abajo.<\/p>\n<p>2. Ingresar los par\u00e1metros que ir\u00e1n a confirmar la <strong>identidad de la campa\u00f1a<\/strong>. En este caso (como indican los astericos) Campaign Source \u2013fuente de la campa\u00f1a, Campaign Medium \u2013medio de procedencia de la campa\u00f1a, y Campaign Name -nombre de la campa\u00f1a, son par\u00e1metros <strong>obligatorios.<\/strong><\/p>\n<p>En este caso, crear links dentro de una <strong>campa\u00f1a de Email Marketing<\/strong> con estos 3 par\u00e1metros alcanza para medir el clickthrough general de una campa\u00f1a, sin advertir qu\u00e9 links generan ese tr\u00e1fico hacia el sitio, simplemente desde una campa\u00f1a en particular.<\/p>\n<p>Campaign Source en nuestro ejemplo ser\u00e1 nombrado como \u201cNewsletter\u201d, haciendo referencia a que un link determinado provendr\u00e1 de una fuente \u201cNewsletter\u201d. Campaign Medium, o medio, refiere al medio general del cual proviene (\u201cEmail-Marketing\u201d) diferenciando a \u00e9ste de otros modos como sitios referidos (Referrers) u otros modos publicitarios (CPC) que pueden tener distintas manifestaciones. Campaign Name, o Nombre de Campa\u00f1a, ser\u00e1, por ejemplo, nuestro Newsletter perteneciente a Julio.<\/p>\n<p>Un link en una campa\u00f1a que contiene el m\u00ednimo de informaci\u00f3n necesaria en t\u00e9rminos de par\u00e1metros aparecer\u00e1 de este modo:<\/p>\n<p>https:\/\/fromdoppler.com\/blog\/<\/p>\n<p>Ahora, existen dos par\u00e1metros m\u00e1s, que pueden ser usados a conveniencia: uno es <strong>Campaign Term<\/strong>, el otro es <strong>Campaign Content<\/strong>. El primero corresponde a un t\u00e9rmino, el de <em>t\u00e9rmino de campa\u00f1a<\/em> (algo com\u00fan en el uso de trackeo de otros modos publicitarios como el CPC, donde uno usa el seguimiento por palabras clave) y el otro al <em>contenido o versi\u00f3n<\/em> de un env\u00edo o campa\u00f1a. (En este caso lo nomenclaremos como <strong>version1, <\/strong>aunque pueden existir distintas versiones de un env\u00edo)<\/p>\n<p>De este modo, los links de una campa\u00f1a determinada, pueden estar marcados de un siguiente modo:<\/p>\n<p><a href=\"https:\/\/fromdoppler.com\/blog\/\">https:\/\/fromdoppler.com\/blog\/<\/a><\/p>\n<p><a href=\"https:\/\/fromdoppler.com\/blog\/\">https:\/\/fromdoppler.com\/blog\/<\/a><\/p>\n<p>https:\/\/fromdoppler.com\/blog\/<\/p>\n<p>(Asumiendo que nuestro env\u00edo posee 3 botones: uno de arriba \u2013nombrado como utm_term=botondearriba, otro de abajo, o utm_term=botondeabajo, y uno a la derecha, o utm_term).<\/p>\n<p>En este caso hicimos un uso distinto del par\u00e1metro term, us\u00e1ndolo para reconocer distintos elementos dentro del env\u00edo, y asumiendo que hay distintas versiones de una pieza (en este caso la seguida se llama \u201cversion1\u201d). Para env\u00edos que permiten varias versiones con variaciones, por ejemplo, env\u00edos navide\u00f1os, mantener los elementos en utm_term y s\u00f3lo variar el utm_content permite ver c\u00f3mo evolucionaron dos piezas en su proceso hacia el sitio.<\/p>\n<p>Generados estos links, uno debe meterlos dentro del c\u00f3digo del <strong>HTML <\/strong>que uno crea, cambiando links que podr\u00edan ser, por ejemplo:<\/p>\n<p>&lt;a href=\u201dhttps:\/\/blog.fromdoppler.com\u201d&gt;Link dentro de nuestra campa\u00f1a de email marketing&lt;\/a&gt;<\/p>\n<p>hacia<\/p>\n<p>&lt;a href=\u201d<a href=\"https:\/\/fromdoppler.com\/blog\/\">https:\/\/fromdoppler.com\/blog\/<\/a>\u201d&gt;Link dentro de nuestra campa\u00f1a de email marketing&lt;\/a&gt;<\/p>\n<p><strong>En conclusi\u00f3n: Independientemente del tracking autom\u00e1tico que ofrece Doppler, se puede monitorear toda la actividad desde la pieza hacia su sitio o micrositio desde Google Analytics, dividir por campa\u00f1as, dividir por medio o por fuente dentro del medio (Newsletters, env\u00edos comerciales, autoresponders u otros, desde lo que es Email Marketing por ejemplo) e inclusive por versi\u00f3n del env\u00edo y por bot\u00f3n espec\u00edfico si se quiere.<\/strong><\/p>\n<p>Algunas recomendaciones \u00fatiles, entonces, a\u00f1adiendo a lo anteriormente dicho:<\/p>\n<p>&#8211; En caso de hacer un env\u00edo de una misma pieza segmentada, se puede cambiar el contenido del par\u00e1metro utm_content de acuerdo a lo que dice el Google URL builder, y reconocer qu\u00e9 versi\u00f3n de un env\u00edo particular funcion\u00f3 mejor que otra desde la pieza de Email Marketing hacia un sitio web determinado. De acuerdo al <strong>behavior <\/strong>de la gente de par\u00e1metro content, uno puede delimitar objetivos \u00fatiles: el Bounce rate hacia el sitio tambi\u00e9n (cuanta gente \u201crebota\u201d en la primera p\u00e1gina de su sitio adonde entra, entre otros), el tiempo en p\u00e1ginas u otros.<\/p>\n<p>&#8211; Se pueden inclusive elaborar <strong>porcentajes hist\u00f3ricos de num\u00e9rica<\/strong> respecto a otros medios y comparar la evoluci\u00f3n de los resultados del Email Marketing respecto a otros medios.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/20110712_03.png\" alt=\"\" \/><\/p>\n<p>En este caso por ejemplo, el numero de visitas refiere al n\u00famero de clicks realizadas desde una campa\u00f1a particular. <strong>Cabe aclarar, que este n\u00famero no refiere al n\u00famero de visitantes o visitantes \u00fanicos desde una campa\u00f1a.<\/strong><\/p>\n<p>Estos s\u00f3lo son algunos modos de los que veremos para trackear campa\u00f1as de Email Marketing con Google Analytics. \u00bfQu\u00e9 elementos han estado siguiendo ustedes? \u00bfSobre cu\u00e1les les gustar\u00eda que nos explayemos en el futuro?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hoy por hoy no existen misterios en el mundo de las Anal\u00edticas Web de qui\u00e9n es el rey en el mercado de herramientas de seguimiento. Google Analytics hasta este momento se ha quedado con la corona en este mercado entre las herramientas gratuitas. Con m\u00e1s de 80% del share de este tipo de aplicaciones, pocos [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":18792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7],"tags":[44],"class_list":["post-2847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Doppler | Marketing Multicanal<\/title>\n<meta name=\"description\" content=\"Aumenta tus ventas con Marketing simple e inteligente. Soporte 24 horas. Integraciones. Chatbots. Widgets Inteligentes. 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