Work Smart, Not Hard – An Introduction To Google Analytics Dashboards

I love my Google Analytics dashboard and I'm not ashamed to admit it. It saves me time, helps me look like I'm 100% on top of things when a client calls, and helps me add hours back into days that were previously spent hunting and pecking for information. Right now, my client load consists of about 19 different domains that all have their own analytics installs. Each week that's a lot of information to check, verify, monitor, and create an action plan from. Without my dashboards, and most importantly, my consistently formatted dashboards, I would spend hours finding information - now I have [...]

5 Common Tracking Problems: How To Troubleshoot & Fix Them

I spend a lot of time trying to figure out exactly what is wrong with some clients’ analytics installs. Unlike types or broken code, or misspelled words – issues with tracking scripts don’t always raise their hands and scream, "Hey dummy, you deleted the </script> tag!" I thought it would be handy for the beginners out there to have a few tips for finding issues with your tracking and some tricks to resolving those issues without tearing your hair out. I’m Referring To Myself… This is probably the most common error I find, your own domain is showing as a referrer to your s [...]

Justified – Beginning Steps To Proving Your Internet Marketing Point

If you’re working in online marketing in some function, you’ve battled this – the need to justify your marketing budget to the bean counters in the office 10 floors up, or even next door. Those not "in the know" about the truly trackable benefits of online marketing are generally skeptical at best when told "I can show you where every penny went, and what we got back in return." The inability to track return on radio, tv or even print ad buys without extensive (and frankly pretty difficult) work and integration between multiple departments makes these less than desireable mediums i [...]

How To Track Emerging Search Engine Blekko In Web Analytics Systems

More than a year has passed since search engine upstart blekko launched, yet Web marketing analysts using digital media measurement tools like Google Analytics won't have seen any traffic attributed to blekko in organic search marketing reports. Instead, traffic supplied by blekko will show up in a referring websites report. It is possible to properly attribute blekko search traffic referrals by implementing advanced Web analytics configuration techniques. Is the extra effort worth the trouble? Certainly investors are betting on blekko. In late September, blekko received an addition $30 [...]

A Beginners Guide To Finding Ad Placements & Fine Tune Conversions With Analytics Data

Many new webmasters and website marketers are under the mistaken impression that online marketing is a "Field of Dreams" and "if you build it, they will come." Unfortunately, you can build it, but if you don’t market it, and place it in front of the audience that buys your products, nobody will come, and neither will their credit cards. Using data from your website, you can find and fine tune advertising placements that increase your foot and online traffic; today, we’re going to show you how. First, have a realistic idea of who your audience is. If you’re a travel or tourism busin [...]

A Beginner’s Guide To Setting Goals In Google Analytics

When I first started using Google Analytics, my "goal" was to not run away screaming. The intense amount of information, seemingly disconnected, made understanding what I needed so overwhelming. In my last article,we talked about the basic reports you should watch as a beginner. This week, we’re going to work on how to make Google Analytics work for you via Goal setup and configuration. The first thing you need to do after login is find where to setup goals, which is not where you see the goal results. In reality, most of the setup in Google Analytics happens behind the sprocket in th [...]

How To Analyze Your Content Performance In Google Analytics

Google Analytics is divided in five main categories: Visitors Advertising Traffic Sources Content Conversions In this post, I want to talk about the Content category. I will not discuss all  the reports available, but the ones I use most frequently. If you click on Content it will expand to the sections below:   Overview The overview gives a quick overall view of your content. You can see metrics such as pageviews, unique pageviews, avg. time on page and bounce rate. By using the date range option on the top right corner, you can select your date range and also ea [...]

3 Metrics Google Analytics Beginners Should Watch

The first login to a Google Analytics account can be daunting. There are so many things to see, and so many different ways to tweak data, that deciding which are the most important metrics to watch can be an insurmountable decision. Ultimately, in my opinion, you are the only one who can decide what metrics and reports are important to your business. Some websites don't collect money but do send traffic to other sites, or collect subscriptions or email sign-ups as a form of conversion. Some do collect money, but it's just a small portion of their business; the phone call may really be co [...]

Want Better Google Analytics Data? Learn To Tag Your Campaigns!

One of the most important hurdles to tackle before analyzing data is collecting clean and correct data. There are many ways to make your data more accurate; tagging is one of them. Although the correct tagging of your campaigns seems something basic, I still see a lot of companies and websites that aren’t tagging at all or do it in a wrong way. In this article, I will explain the major tagging issues and how to tag correctly. Campaign Tagging Problems The most important issue with tagging your campaigns is the involvement of many different colleagues and partners. With the implementa [...]

Event Tracking 101 For Google Analytics

Setting up Analytics accounts has evolved beyond installing "generated" scripts on pages and calling it a day. What started with the advent of software that told us how many "hits" we got a day has evolved into a sophisticated decision assistance engine, and keeping up on the new and cutting edge offers full time employment for many people across the world. As part of our website designs, many of us feature various graphic "buttons" or images on our site that either link to interior pages, booking paths, or even lead users off-site. We embed video, or have image links to our social media [...]

Social Media Analytics: 4 Tools You May Have Been Missing

If you're not using these tools to measure social media, you're getting it wrong.  These  tools enable you to measure social media properly, in a way that will lead to building stronger relationships, getting more traffic and converting more. What Social Media Analytics Includes ... And Excludes The purpose of social media is to interact with people, thus building relationships. From a business perspective, there are many reasons to do that, chiefly that people buy from people they know and like and because it opens opportunities - hence social "networking" - you're getting the same benefi [...]

How To Use Day Parting In Google Analytics To Optimize Your Budget

All too often, there are still companies who set their daily budget on their Adwords campaigns that is not sufficient in comparison to the available search volume. This will cause lost impression share. If your campaigns are performing according to the KPIs you have set, the budget should not be a factor. With the day parts option in Google Analytics, you can see the performance of your campaigns during the different hours of the day or days of the week. For companies with a fixed daily budget, the day parts option can give you insight to increase or decrease bids on certain hours of th [...]

Are You Using Filters To Keep Your Analytics Data Honest?

Data is a fickle friend. It is only as reliable as the setup you have and the effort you put into understanding the numbers. There are so many variables that can kill your data, and fixing the things that are broken is always a process of elimination. I can tell you that most skewed data is generally caused by two things 1) incorrectly installed scripts, or 2) the site owners themselves. You and your coworkers and employees are the one that visits your site most often. Your marketing team and webmaster are probably a close second and third. Do those visits really represent honest traffic [...]

Update Made To Definition Of A Google Analytics Session

google-analytics-square-logo Google Analytics announced a change on the way a sessions are calculated on the tool. While this change will not affect the majority of the accounts significantly (according to the official blog post "most users will see less than a 1% change"), it is an important change. Below, I will describe why it is important and how this can affect some Google Analytics accounts (mostly companies that misuse Google Analytics campaign parameters), and what you can do to make sure you are on the right track. What Is Changing & Why? According to the official post, here is a summary of how Google An [...]

How To Gain Great Insights With Google Analytics Dashboards

Google recently released its new Analytics interface to all of their users. Personally, I think that one of the biggest improvements is the ability to create multiple dashboards as well as the flexibility of widgets to customize your dashboard with essential metrics. This post will elaborate further on: how to create (multiple) dashboards the possibilities of the new dashboards a few examples for your own dashboards suggestions for new features Multiple Dashboards The new Google Analytics gives you the power to create up to 20 custom dashboards for each profile. This makes it per [...]

How To Fix Common Analytics Mistakes In Multinational eCommerce SEO

Google Analytics Profile Setup One of the major headaches in multinational campaigns is solving the many web analytics issues thrown up as a result of operating across multiple subdomains, in multiple languages. Part of the problem is technical, but probably the most difficult issue you'll encounter is actually maintaining consistency in numbers across the various departments and agencies involved in multinational campaigns. Getting the right numbers into the right reports for the right people should be straightforwards but rarely is. Here are my top tips for making your multinational analytics drive success. Tip #1: [...]

How To Integrate Google Analytics & YouTube

As companies spread their media mix, and expand their activities to YouTube, Facebook, Twitter, LinkedIn and other social channels, it is essential to try and integrate numbers as much as possible. And this integration should not only be on the marketing message and design, but also on its tracking. It is important to have a centralized marketing measurement tool that can provide us with the ROI of each of the channels. I have previously discussed Google Analytics integrations with Webmaster Tools, with Website Optimizer, and with Feedburner at Search Engine Land. In this post, I will discu [...]

How To Analyze A/B Tests Using Google Analytics

Much has been said about A/B testing techniques and the value that Website Testing can bring to website owners. In this article, I will not discuss what to test or how to do it, but how to analyze what you have already done. I have written in the past about the differences between A/B and Multivariate Testing and how to choose between them. Back then, I wrote that one of the advantages of multivariate tests is that you can analyze each and every interaction between elements in a much deeper level. However, one of the points that I missed is that A/B Tests are easier to be analyzed using [...]

Attribution Management: The New Frontier In Search

Had you exchanged pleasantries at a 2001 cocktail party, describing yourself as a search marketer, you’d have undoubted been met with a moment of uncomfortable silence and a blank stare. A decade later, it’s hard to imagine a company of any size, in any industry, that isn’t using SEO or paid search advertising to market its products or services. In fact, a company not pursuing these activities now is almost universally viewed to be at a disadvantage to its competitors who are so engaged. Well, marketing history appears to be repeating itself in the form of attribution management. I [...]

Integrating Feedburner & Google Analytics

In mid-November, Google Analytics and Feedburner announced a very interesting integration. While this is excellent news for Google Analytics and Feedburner users, it must be dealt properly when it comes to SEO, especially on websites that are heavily based on RSS feeds. Google Analytics users rejoice! This integration is very interesting in that it allows a much deeper understanding of the interaction of users coming from feeds and the profitability of this segment on websites. So, which level of granularity can be achieved through this integration? Which parameters get added? As can [...]

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