Google Analytics reporting
Orbit's Google Analytics integration allows you to track web page activity from your campaigns using UTM codes. With this feature, you can directly monitor campaign performance within the campaign overview tab by linking it to your Google Analytics data.
This overview helps you measure the impact of your campaigns and make informed marketing decisions.
Prerequisites¶
To use the Google Analytics reporting feature, ensure that you have set up the following:
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A Google Analytics account with the necessary permissions for the data stream you wish to track
Orbit currently supports reporting for one data stream (i.e., website) per campaign.
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A UTM code tracking to your campaign URLs
These codes help Google Analytics identify and categorise traffic from specific campaigns.
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Google tags added to each webpage you wish to track
These tags enable data collection and tracking through Google Analytics.
Example use cases
Measuring campaign traffic
Track the impact of your campaigns by monitoring user activity and engagement metrics.
- Your retail company uses Orbit campaigns to promote a seasonal sale. UTM tracking is added to email links directing customers to the sale page.
- On the campaign Overview tab, the marketing team sees that the campaign drove 5,000 users to the website, with 70% being new visitors. They also note high engagement, indicating the sale campaign resonated with their audience.
Comparing campaign performance
Analyse results to refine your approach and optimise future strategies.
- Your charity runs two campaigns: one targeting existing donors and another reaching new audiences. Each campaign uses distinct UTM parameters.
- The campaign Overview tab shows that the new audience campaign resulted in more website visits but fewer engaged sessions than the donor-focused campaign. This insight helps them adjust messaging for future outreach.