Are you wondering how to track your customer interaction with your SMS marketing campaigns? 98% of text messages sent are viewed, so tracking its performance gives you insights into how well those views converted into clicks and conversions. Today, we’ll show you how to track your mobile marketing analytics using Google Analytics.
Tracking SMS Campaigns in Google Analytics
Including a link in your SMS campaigns is a great way to direct your prospects to your website.
Tracking the clickthroughs you receive on your SMS campaigns is essential because it helps you to differentiate the visits to your site from other marketing campaigns. Otherwise, there’s no way to know whether or not your mobile marketing is really working. It also helps you optimize your SMS marketing campaigns to improve engagement and conversions.
The easy way to get mobile marketing analytics is to add a bit of special code, called a “UTM code,” to your URL.
When you do that, Google Analytics knows to separately track website visitors who used those links. This way you can easily get mobile marketing analytics reports and see how each link is performing.
With MonsterInsights, you can easily create URLs with UTM tracking codes right in your WordPress dashboard.
The URL builder in MonsterInsights also comes with a URL shortener that comes handy to be used in your SMS campaigns.
Now let’s take a look at how to create a custom URL for your SMS campaign with the URL builder.
Create a Custom URL for Your SMS Marketing Campaign
You can build a custom campaign URL for your SMS campaigns with the URL builder in MonsterInsights.
You can enter the website URL and all the information about your SMS campaigns, so you can better track them in Google Analytics. You can find six fields in the URL builder but all fields are optional except Website URL and Campaign Source.
- Website URL: In this field, you can enter the website URL you want to direct your visitors to.
- Campaign Source (utm_source): Enter the source of your traffic such as sms_campaign_1, search engine, etc.
- Campaign Medium (utm_medium): You can enter the medium where the campaign URL will be used such as sms, email, cpc, etc.
- Campaign Name (utm_campaign): You can enter a specific name to identify the marketing campaign. Example: spring_sale
- Campaign Term (utm_term): This optional field is specifically meant for running a paid search campaign. It identifies the keywords of your ads. Example: running+shoes
- Campaign Content (utm_content): You can use this field if you’re A/B testing the performance of multiple SMS campaign variations. Example: logolink or textlink
- Use Fragment: When you check this box, your UTM codes will be built using fragments instead of queries (for example, http://www.example.com#utm_source=sms_campaign_1 instead of http://www.example.com?utm_source=sms_campaign_1). This method isn’t recommended, but available for those who prefer it.
After you enter all the campaign information, you can shorten the URL with goo.gl URL shortener within the dashboard.
Once you built the campaign URL, you can use it in your SMS campaigns. This way, you can track the performance of your campaigns in Google Analytics.
How to Find Mobile Marketing Analytics Report
To find your SMS marketing campaigns analytics, you can go to all campaigns report in Google Analytics. You can find the report by going to Acquisition » Campaigns » All Campaigns.
We hope this article helped you learn how to track customer interactions with your SMS marketing campaigns.
If you enjoyed this article, you may also want to read how to track your offline marketing campaigns in Google Analytics. And don’t forget to follow us on Twitter and Facebook for more Google Analytics tutorials.