Traffic sources and attribution
Measure email traffic and newsletter performance
Connect email visits to campaign goals while accounting for privacy features and link tagging.
Email analytics can show whether a message brought people to a useful page, but opens and clicks are imperfect proxies for attention. Treat the visit and the outcome as stronger evidence than a pixel firing in an inbox.
Tag links and preserve the campaign context
Use a consistent source, medium and campaign convention for newsletters and one-off sends. Test that redirects preserve parameters and that every important link lands on the intended page. Keep personal details out of query strings because URLs can be copied and stored in logs.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeTreat opens as an unreliable signal
Mail clients may preload images or protect reader privacy, which can create opens that do not represent a person reading. Clicks can also be generated by security scanners. Compare those measures with site visits, meaningful next actions and verified outcomes, and follow your email provider’s current measurement definitions.
Compare the audience and the destination
Review the landing page, device mix, signup or purchase completion and unsubscribe feedback. A high click rate with low progression can mean the message overpromised, the page was a poor match or tracking failed. Use a useful next step in the email and make the destination fulfil that promise.