Okay, so e-mail opens.
This is a fairly standard number that I’d expect you to see in your auto responder or CRM console. So the provider of the service that sends out e-mails tells you, supposedly, how many of the e-mails that you sent have been opened.
And the way it does this is to use tracking pixel. So a tiny image often one pixel by one pixel and therefore invisible, is retrieved and that retrieval causes the count to the incremented.
Now have to tell you that this is not the best statistic in the world. It can be readily manipulated by the e-mail reader that everybody uses. Many e-mail readers have a preview window. And if that preview window is the size that includes the position of the tracking pixel; then the automatic preview will be counted as an e-mail open by the system that counts the number of pixel retrievals.
But having said that, it can still provide some useful indications as to whether the trend is up or down.
But Auto responders and CRM systems vary and in some the graphic presentation may not be that great. And even if it is, it’s an extra place to go and look when you’re reviewing the statistics. And it’s all so often a fairly crude count in that you can’t segmented in ways that the CRM system or autoresponder don’t support. So you might be able to look at the numbers of opens by the time of day or the country of receipt; but all dependent on the system that you’re using.
So Google Analytics may actually offer you the opportunity to measure your response in a more granular way…
The universal measurement protocol allows any electronic device that is connected to the Internet and can send an HTTP request ( or can talk to something that can ) to send data to be recorded by Google Analytics.