Knowing what it produced.
THE DIFFICULTY
Someone reads your email, does not click, and buys three days later by searching for you.
Simple attribution credits that to search.
WHAT TO DO
Add tracking parameters to links in your campaigns, so analytics records the source.
For a shop, your email platform may report revenue per campaign directly if integrated.
WHAT THIS CAPTURES
Direct clicks leading to a purchase in the same session.
WHAT IT MISSES
Delayed purchases, purchases on another device, and people who phoned instead.
ASKING
For enquiries, ask how they heard. Someone will say they got your email.
The gap between what analytics shows and what customers say tells you how much you are undercounting.
THE PRACTICAL APPROACH
Track what you can, ask about the rest, and accept the figure understates the effect.
WHAT NOT TO DO
Conclude email produces nothing because analytics shows little.
For a channel reaching people who already know you, the indirect effect is substantial.
