Web Analytics Connector

Use the connector to tag links in your emails by automatically including specific variables in the target URLs. The analytics tool then tracks those URLs back to the email. For example, include the campaign ID in the target URL of your links to identify the web traffic generated by that campaign. When a subscriber clicks a link to your website from your Marketing Cloud Engagement email, your web analytics service tracks the activity.

To configure and activate the connector in your account, use the Parameter Manager.

Note Configure your third-party web analytics service before using Parameter Manager to activate the Web Analytics Connector.

Include any of these data levels in your links and track the results through the connector:

• Account
• Email
• Subscriber
• Link

Account-Level Data

Use account-level data to identify link activity as originating from your Marketing Cloud Engagement account, rather than another marketing channel. Use Parameter Manager to set up your account with one or both of these options:

• Set up a static variable, such as src=MC to automatically add to your links.
• Set up a variable with a personalization string that’s unique to your account. For example: src=MC_%%memberid%%. This option identifies the specific Marketing Cloud Engagement account that the email was sent from, which is useful for customers with multiple Marketing Cloud Engagement accounts.

Note Refer to your web analytics service for string generator guidance.

Email-Level Data

Use email-level data, such as a campaign code, to identify link activity from email messages and track campaign effectiveness. You can also track links from SMS messages and social interactions with this data.

Use one of these options to identify Marketing Cloud Engagement email-level traffic:

• Manually enter variables in links when creating an email.
• Automatically include variables for all links in an email. Enter the variable in the Additional Email Attributes section of the email properties when creating an email. Update existing emails with this information by editing the email properties and entering the variable in the Attributes field.
• Include variables during the Send Wizard by entering them in the Additional Info field.

Note You can enter up to 4,000 characters for these variables in your links, but many browsers restrict URLs to 2,000 characters.

Subscriber-Level Data

Use account-level data to identify activity from a specific subscriber. This data is applied to all links in each email so that website traffic is attributed to the subscriber who received the email. For example, include the Subscriber ID in links and identify subscribers who click links within the web analytics service. By storing the subscriber ID in a cookie, the web analytics tool can continue to track the subscriber’s progression through your site.

Link-Level Data

Use link-level data to identify links that are clicked in Marketing Cloud Engagement emails, which is helpful when using the same alias for multiple links. For example, if you identify the email section that the link appears, you can analyze the most effective sections for generating web traffic. A coupon code can also be included as link-level data.

Use one of these options for identifying Marketing Cloud Engagement link-level data:

• Manually enter the variable in the Link URL field when creating email links.
• To insert the value of the variable, include personalization strings. For example, content=%%linkname%%.

Conditional Tagging for Enhanced Tracking

Use the Web Analytics Tracking AMPscript function to retrieve the values of a Web Analytics Tracking parameter based on its key.