{"id":25996,"date":"2022-04-19T19:29:56","date_gmt":"2022-04-19T19:29:56","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=25996"},"modified":"2022-05-24T19:35:09","modified_gmt":"2022-05-24T19:35:09","slug":"como-integrar-google-analytics-com-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/como-integrar-google-analytics-com-email-marketing\/","title":{"rendered":"Como Integrar o Google Analytics com Seu Email Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Mais do que nunca o Google Analytics se tornou uma plataforma essencial para ajudar na mensura\u00e7\u00e3o dos resultados de sua estrat\u00e9gia de email marketing. Mudan\u00e7as que visam barrar o acesso por profissionais do marketing a dados de engajamento de seus usu\u00e1rios &#8211; como a atualiza\u00e7\u00e3o do <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/\">iOS 15 da Apple<\/a> &#8211; tem tornado a vida de quem envia campanhas cada vez mais dif\u00edcil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nos \u00faltimos meses, voc\u00ea pode por exemplo ter notado alguns dos seguintes problemas em sua estrat\u00e9gia de email marketing:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Relat\u00f3rios de taxa de abertura imprecisos;<\/li><li>Acesso limitado \u00e0 endere\u00e7os de IP;<\/li><li>Recursos de <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/segmentacao-de-lista-guia-basico\/\" target=\"_blank\" rel=\"noreferrer noopener\">segmenta\u00e7\u00e3o de lista<\/a> limitados com base na localiza\u00e7\u00e3o do seguidor;<\/li><li>Maior dificuldade de acesso \u00e0 endere\u00e7os de emails reais.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, fica evidente a necessidade de adequar a maneira como a efetividade da sua estrat\u00e9gia de <a href=\"https:\/\/www.benchmarkemail.com\/br\/email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a> \u00e9 mensurada. Felizmente, podemos focar em outras formas de abordagens e <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/ios-15-email-marketing-indicadores-certos\/\" target=\"_blank\" rel=\"noreferrer noopener\">KPIs de email diferentes<\/a>, assim voc\u00ea pode avali\u00e1-los quando for decidir quais campanhas s\u00e3o efetivas e quais n\u00e3o trazem resultados.<br>E, na <a href=\"https:\/\/www.benchmarkemail.com\/br\/\" target=\"_blank\" rel=\"noreferrer noopener\">Benchmark Email<\/a>, facilitamos ainda mais o elo entre suas campanhas de email marketing e resultados reais e mensur\u00e1veis. A seguir, vamos explicar como usar o Google Analytics para mensurar o sucesso das suas campanhas com a Benchmark Email.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/Integrar-Analytics-com-Seu-Email_02-1024x534.jpeg\" alt=\"desenho de um envelope com gr\u00e1ficos na frente\" class=\"wp-image-25997\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/Integrar-Analytics-com-Seu-Email_02-1024x534.jpeg 1024w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/Integrar-Analytics-com-Seu-Email_02-300x156.jpeg 300w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/Integrar-Analytics-com-Seu-Email_02-768x400.jpeg 768w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/Integrar-Analytics-com-Seu-Email_02.jpeg 1400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">As vantagens de usar o Google Analytics<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Antes de tudo, precisamos aceitar que um bom or\u00e7amento de marketing n\u00e3o \u00e9 a realidade de todos. O acesso a ferramentas que proporcionem an\u00e1lises de back-end de sites pode ser um processo caro e demorado. Cada ferramenta vem com a sua vantagem competitiva, e quando voc\u00ea se der conta, j\u00e1 est\u00e1 se cadastrando por algo que tem uma infinidade de recursos dos quais voc\u00ea nem precisa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existem muitas vantagens de usar o Google Analytics e, a maior dentre elas, \u00e9 o acesso gratuito \u00e0 ferramenta se voc\u00ea acessar por uma conta Google. Um servi\u00e7o completo e sem custos para seu neg\u00f3cio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9m n\u00e3o \u00e9 necess\u00e1rio acumular dezenas de tabelas, pois o Google Analytics faz o rastreamento completo das informa\u00e7\u00f5es do seu site para voc\u00ea. E, caso seja necess\u00e1rio fazer ajustes nos relat\u00f3rios, voc\u00ea pode personaliz\u00e1-los e visualizar exatamente o que voc\u00ea precisa para rastrear seu desenvolvimento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O Google Analytics auxilia voc\u00ea a ter novas percep\u00e7\u00f5es do <a href=\"https:\/\/www.nuvemshop.com.br\/blog\/estrategias-aumentar-visitas-do-site\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">tr\u00e1fego do seu site<\/a>, e determinados comportamentos que seus usu\u00e1rios e visitantes t\u00eam nele. Voc\u00ea consegue visualizar como suas redes sociais est\u00e3o direcionando seu tr\u00e1fego e suas convers\u00f5es, quais posts t\u00eam mais visualiza\u00e7\u00f5es e quais p\u00e1ginas no site t\u00eam o maior engajamento.&nbsp;<br>Ele tamb\u00e9m \u201clevanta o tapete\u201d e te mostra os principais desvios, o que precisa ser otimizado, e as \u00e1reas bem-sucedidas tamb\u00e9m. \u00c9 uma ferramenta essencial para visualizar a performance da sua <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/por-que-estrategia-de-email-marketing-importante\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrat\u00e9gia de email marketing<\/a>, e para suas equipes de marketing e vendas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tenha melhor entendimento dos retornos da sua campanha de email marketing com a integra\u00e7\u00e3o do Google Analytics<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Caso voc\u00ea n\u00e3o seja usu\u00e1rio da nossa plataforma, a Benchmark Email, voc\u00ea pode fazer esse processo manualmente, adicionando <a href=\"https:\/\/herospark.com\/blog\/o-que-e-utm\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">par\u00e2metros UTM <\/a>em cada link da sua campanha de email marketing. Para contas da Benchmark Email, <a href=\"https:\/\/kb.benchmarkemail.com\/br\/posso-adicionar-o-monitoramento-do-google-analytics-nas-minhas-campanhas-de-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">basta integrar sua conta Google Analytics<\/a>, e assim, n\u00f3s vamos usar a ferramenta para rastrear todas as suas campanhas automaticamente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(Obs: ainda n\u00e3o tem uma conta? <a href=\"https:\/\/ui.benchmarkemail.com\/br\/register\" target=\"_blank\" rel=\"noreferrer noopener\">Inscreva-se gratuitamente aqui<\/a>.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que voc\u00ea pode rastrear?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Com os recursos do Google Analytics ativados (ou UTMs de rastreamento configurados), o usu\u00e1rio pode vincular a campanha de email marketing \u00e0s metas de convers\u00f5es na ferramenta. Isso fornece melhores indicadores de sucesso do que relat\u00f3rios mais simples, como, por exemplo, os de taxa de abertura e de clique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Assim que a sua campanha for enviada, acesse sua conta do Google Analytics e clique na op\u00e7\u00e3o \u201cAquisi\u00e7\u00e3o\u201d, e depois em &#8220;Campanhas&#8221;.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"771\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/google-analytics-4-1024x771.webp\" alt=\"captura de tela do google analytics\" class=\"wp-image-25998\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/google-analytics-4-1024x771.webp 1024w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/google-analytics-4-300x226.webp 300w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/google-analytics-4-768x578.webp 768w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2022\/04\/google-analytics-4.webp 1141w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Essa p\u00e1gina te dar\u00e1 acesso \u00e0s m\u00e9tricas de:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Aquisi\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quanto tr\u00e1fego suas campanhas de email marketing est\u00e3o direcionando para seu site?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Sess\u00f5es<\/strong> <strong>\u2013<\/strong> Informa\u00e7\u00e3o \u00fatil para dimensionar quantos visitantes foram direcionados at\u00e9 o site atrav\u00e9s de uma determinada campanha de email. O n\u00famero de visitantes \u00e9 contabilizado n\u00e3o apenas por destinat\u00e1rios diretos da campanha, mas tamb\u00e9m por visitantes que acessaram o site atrav\u00e9s de emails ou links encaminhados por outras pessoas;<\/li><li><strong>Usu\u00e1rios e novos usu\u00e1rios<\/strong> <strong>\u2013<\/strong> Usu\u00e1rios correspondentes ao n\u00famero de visitantes direcionados por uma de suas campanhas. Tendo em conta que um mesmo usu\u00e1rio pode visitar seu site v\u00e1rias vezes, esse n\u00famero tende a ser menor do que o n\u00famero de sess\u00f5es. Ent\u00e3o, para ter dimens\u00e3o do n\u00famero de novos usu\u00e1rios \u2013 primeiro acesso no seu site -, voc\u00ea tamb\u00e9m pode configurar esse recurso na campanha. \u00c9 um indicador muito \u00fatil para visualizar se sua campanha est\u00e1 reverberando numa audi\u00eancia que pode n\u00e3o ter alcan\u00e7ado antes.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Comportamento<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O que os usu\u00e1rios est\u00e3o fazendo quando chegam at\u00e9 seu site?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Taxa de rejei\u00e7\u00e3o \u2013 <\/strong>Se os visitantes chegam at\u00e9 seu site atrav\u00e9s da sua campanha, mas abandonam imediatamente ap\u00f3s chegar na sua p\u00e1gina inicial, esse pode ser um indicador de diverg\u00eancia entre a oferta detalhada em seu email e o seu site, ou, tamb\u00e9m, de que sua <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/como-posso-usar-o-email-marketing-com-uma-pagina-de-destino\/\" target=\"_blank\" rel=\"noreferrer noopener\">landing page<\/a> poderia ser otimizada.<\/li><li><strong>M\u00e9dia de visualiza\u00e7\u00f5es de p\u00e1ginas e dura\u00e7\u00e3o da sess\u00e3o \u2013<\/strong> Voc\u00ea sabe dizer se seus visitantes exploram o conte\u00fado do seu site quando acessam ele?&nbsp; Essas m\u00e9tricas podem te fornecer esses dados. Existem diversos fatores para testar se seu site tem uma m\u00e9dia baixa de visualiza\u00e7\u00f5es ou na dura\u00e7\u00e3o da sess\u00e3o. A lista de contatos para a qual os emails da campanha s\u00e3o enviados tem engajamento com o seu conte\u00fado? O copy e o conte\u00fado do site est\u00e3o otimizados? Voc\u00ea usa deep linking para direcionar os visitantes para o pr\u00f3ximo passo da jornada do cliente?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Convers\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e9trica mais poderosa para mostr\u00e1-lo se suas campanhas est\u00e3o tendo bons resultados s\u00e3o as convers\u00f5es. No fim das contas, o email marketing tem por objetivo fidelizar e trazer novos clientes para o seu neg\u00f3cio. Portanto, n\u00e3o se esque\u00e7a de configurar as <a href=\"https:\/\/support.google.com\/searchads\/answer\/7132087?hl=pt-BR\" target=\"_blank\" rel=\"noreferrer noopener\">metas de convers\u00e3o<\/a> na sua conta do Google Analytics. Sua meta de convers\u00f5es vai depender do seu modelo de neg\u00f3cio e como seu site gera receita, ent\u00e3o, sugerimos manter o rastreamento das solicita\u00e7\u00f5es via chat, conte\u00fados espec\u00edficos que foram baixados, das novas inscri\u00e7\u00f5es de contas gratuitas e, tamb\u00e9m, as compras finalizadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com essa m\u00e9trica configurada na ferramenta, voc\u00ea pode selecion\u00e1-la para visualizar quantas convers\u00f5es sua campanha de email marketing est\u00e1 gerando, qual \u00e9 sua taxa de convers\u00e3o, e \u2013 caso tamb\u00e9m tenha configurado \u2013 o valor de cada convers\u00e3o da campanha. \u00c9 um pouco mais trabalhoso, por\u00e9m \u00e9 uma maneira de mensurar o ROI das estrat\u00e9gias da sua campanha com mais precis\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Um melhor entendimento do qu\u00e3o bem-sucedidos s\u00e3o seus emails<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sem d\u00favidas, saber quantos dos seus emails s\u00e3o abertos \u00e9 uma boa. Entretanto, como os resultados dessa m\u00e9trica est\u00e3o ficando cada vez mais comprometidos, n\u00e3o faz mais sentido continuar confiando apenas nela.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por outro lado, ao utilizar a ferramenta e os recursos dispon\u00edveis do Google Analytics, voc\u00ea passa a ter uma vis\u00e3o 360\u00ba do desempenho dos seus emails. Al\u00e9m disso, tamb\u00e9m o Analytics te permite ser mais minucioso ao estipular metas, pois voc\u00ea pode rastrear informa\u00e7\u00f5es espec\u00edficas, como, por exemplo, convers\u00f5es e receita e fazer um link efetivo entre sua campanha e seu <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/roi-do-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">ROI de email marketing.<\/a><br>E, se voc\u00ea ainda n\u00e3o \u00e9 um usu\u00e1rio da Benchmark Email, mas est\u00e1 interessado, <a href=\"https:\/\/ui.benchmarkemail.com\/br\/register\" target=\"_blank\" rel=\"noreferrer noopener\">se inscreva em nosso plano gratuito hoje<\/a> e confira mais detalhes do nosso software de email marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mais do que nunca o Google Analytics se tornou uma plataforma essencial para ajudar na mensura\u00e7\u00e3o dos resultados de sua estrat\u00e9gia de email marketing. Mudan\u00e7as que visam barrar o acesso por profissionais do marketing a dados de engajamento de seus usu\u00e1rios &#8211; como a atualiza\u00e7\u00e3o do iOS 15 da Apple &#8211; tem tornado a vida&hellip;<\/p>\n","protected":false},"author":44,"featured_media":25999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2217],"tags":[],"class_list":["post-25996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-na-pratica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como Integrar Google Analytics com Email Marketing - Benchmark Email<\/title>\n<meta name=\"description\" content=\"Voc\u00ea sabe como est\u00e1 a performance de suas campanhas de email marketing? 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