Installing the Email to Web Conversion GA4 app creates a collection with two complementary visualizations: the Email Campaign Performance dashboard and the Email to Web Conversion app page. The dashboard provides a comprehensive view of your email campaign’s performance.
| REQUIRED USER ROLE | |
|---|---|
| To view installed Marketplace apps | Admin, Power User, or Viewer |
The app page is interactive and shows a complete view of email campaign data.
- In Marketing Cloud Intelligence, on the Marketplace tab, select Apps.
- Click Installed Solutions, and select the Email to Web Conversion GA4 app.
- Filter the app page by campaign and date.
- To apply additional filters, click Settings. For example, remove campaigns that have less than 5 sent items.
- To switch between the app page and dashboard page, click Go to Dashboard.
The app page is divided into these tabs: Conversion, Traffic, and Performance.
Conversion - Get details about conversion performance per email campaign.
Traffic - See which day of the week had the most email traffic.
Which day of the week has the most email traffic? Shows days of the week and the average time spent on the site. To see insights for that specific day, click a day.
- Best-performing channel of the day.
- The average lag from when the email was delivered to when the site was visited. This metric is the difference between the average date the traffic from a specific campaign appeared on the website and the average date the campaign was sent.
- The average time on the site for the email channel.
- The average time on site for all the other channels.
Performance - See overall campaign performance by looking at two measurements: Message Open Rate from the email marketing side and Visitor Bounce Rate from the web analytics side. A high Message Open Rate and low Visitor Bounce Rate indicates that your campaign performed well.
- Campaign Performance — Filter by Message Open Rate or Visitor Bounce Rate.
- Badges — How successful your campaign was according to Marketing
Cloud Intelligence badges. Badges look at your campaign’s average Message Open Rate and Visitor
Bounce Rate to determine the campaign’s performance. There are three badges available:
- Message Quality — Examines the quality of your message. A high message open rate suggests that the message subject, audience reach, and time the message was sent appealed to your users and encouraged them to open the message.
- Quality of Content — Examines the quality of the content of the message. For example, the campaign has a clear and effective Call to Action for the audience it was sent to, or the landing page is relevant and interested users.
- Audience Targeting — Examines how you targeted your audience for the campaign. For example, if your campaign is for women sports shoes and you targeted women aged 20–50, then your target audience is correct. However, if your target audience is men aged 50–80, you didn’t target your audience correctly.