Analytics - 4/6 - Digital Marketing Agency

Measure SEO Results in Google Analytics

By | Analytics | No Comments

Google Analytics has taken it’s SEO metrics out of Beta testing, and it is now available to everyone if you are on the new version (see top right hand of your analytics screen to switch).

The first thing you need to do to enable it is to link the account with Webmaster Tools

SEO Metrics - Measure SEO results

You can link the accounts within Analytics, (where it says set up Web Master Tools data sharing), only if your WMT is in the same Google account. If not, you will first have to go to your WMT account, share it with the account where your analytics is kept, and THEN go and set up WMT data sharing.

There are currently only 3 main reports;

Queries

This report will tell you impressions, clicks and average position for queries which resulted in visits to your site. This is only available since about July this year, but there doesn’t seem to be a 1,000 cap like there usually is in Google Analytics.

You can segment it by Geography or property (web, mobile, image, etc).

Note that average position is not your actual rank. If you have two results on the same page, at positions 1 and 2, your average position is going to be 1.5. Not very useful, I don’t think.

It would be good if you could get conversion data on this report.

Landing Pages

Similar metrics are shown for landing pages. It might surprise you which pages are resulting in the most traffic.

Click through Rates for these landing pages might help you with optimising your meta data.

Geographical Summary

Shows the same metrics, but now by Country. I am not sure if this information couldn’t already have been gleaned from Analytics before. It is interesting that Google thinks this is an important SEO report.

Personally, I am disappointed that you can’t currently drill down into any of these reports…maybe later.

Google Analytics – Sorting for Valuable Insights

By | Analytics | No Comments

Today Google has introduced a new feature which should be available to every Analytics user – well it is available here in Australia anyway, which made me think it should be everywhere!

The new feature is called Weighted Sort, and comes into play when you click on any metric in a Google Analytics table, with the intention to sort ascending or descending. Without clicking to sort, you won’t see it.

The purpose of it is to help you sort out those metrics which are worth looking at, and those which aren’t.

For the blog below, I want to look at Bounce Rate. When I click on Bounce Rate to see the worst offending pages, I get all these pages, which have had not many views. What would be more useful, is to see pages which had a more significant number of views, and which also had bad bounce rates. This is where you use Weighted Sort – as shown below;

See, the page ranked at the top of this table doesn’t necessarily have the worst bounce rate, but it has a whole lot of visits, so it is pretty important.

You can only use this new functionality with some of the calculated metrics – e.g. bounce rate and % new visits.

Tracking Subdomains In Google Analytics

By | Analytics | No Comments

I am writing this piece just because the instructions provided by Google are hidden away among the instructions for various other things, and also because it stops (in my opinion) just short of what I wanted them to explain.

So, I hope this is a helpful and comprehensive explanation on how to track subdomain traffic when using Google Analytics.

In my example, Suzy’s shoe shop www.suzyshoes.com, has some
subdomains – www.stiletto.suzyshoes.com and www.slipper.suzyshoes.com.

Each of these subdomains has a contact page, as does the main domain;

www.suzyshoes.com/contact
www.stiletto.suzyshoes.com/contact
www.slipper.suzyshoes.com/contact

The problem with this is that in Google analytics, reports show only
the trailing slash page. E.g. if each of these pages got a visit, then
in Google Analytics, Suzy will see 3 visits to the page “/contact”, but
this is in fact 3 different pages

To improve on this reporting, Suzy needs to make changes both to her Google analytics code, and her Google analytics settings.

Changing Your Google Analytics Code
First step, the code changes. You need to add a snippet of code into
the existing code. Note here I am using the old code, not the new
asynchronous one. If you are using the new asynchronous code, check out
the instructions here. So, below is a bit of the code which is on Suzy’s site already, and the red line is the new bit she needed to insert to track the subdomains separately.

<script type=“text/javascript”>

try {
var pageTracker = _gat._getTracker("UA-XXXXXXX-X");
pageTracker._setDomainName(".suzyshoes.com");
pageTracker._trackPageview();
}catch(err){}
</script>

Changing Your Google Analytics Setup
Now that this tracking is in place, you need to make some changes in your GA settings.

First, make duplicate profiles of the one you are working on. So, Suzy will leave her existing one as is, and also make three more profiles;
1. Excluding subdomains
2. Stiletto Subdomain
3. Slipper Subdomain.

Then, in each of these three new profiles, she will implement the following filter;
Filter Type: Custom filter -> Advanced
Field A -> Extract A: Hostname -> (.*)
Field B -> Extract B: Request URI -> (.*)
Output To -> Constructor: Request URI   
/$A1$B1
Field A Required: Yes
Field B Required: No
Override Output Field: Yes
Case Sensitive: No

The result of this is that in each of these profiles, her page reports will now show the visits to her contact page like this;

.suzyshoes.com/contact
.stiletto.suzyshoes.com/contact
.slipper.suzyshoes.com/contact

So she can see exactly what contact pages got the visits.

Now, the last step is to include/exclude the traffic in each of the
different profiles, so as to make them just for one particular
subdirectory.

You need to install a filter on each of the profiles, which looks something like this;

Filter Type: Custom filter -> Include
FIlter Field: Hostname
Filter  Pattern:  ^stiletto\.suzyshoes\.com$
Case Sensitive: No

Suzy would then repeat this for the slipper profile, but for the other
profile (which is excluding the two subdomains), she would implement
two filters, making each of them ‘exclude’ instead of ‘include’.

For more information or specific help, call us about our web analytics consulting.

Tracking Marketing Campaigns on Twitter

By | Analytics, Social Media | No Comments

You can’t be a Twitter user without having seen the loads of tiny URLs people are uploading, and noticing how company’s (and individuals) are using Twitter as a platform for social media marketing.

Many marketers update their status including a URL pointing to  a promotional page, or a product page, offering discounts or other specials.

If this is something you are interested in doing for your business, you obviously will need to know how it all pans out. Is it adding value? Are people visiting? Can you improve on it?

Obviously, the referrer section of Google Analytics will tell you any traffic coming from Twitter. It will be listed as a discrete referrer in your referral report.

However, tinyURLs from Twitter might also be copied and emailed to others. Then, when people click on the link, you won’t be able to tell that the URL originated in Twitter. Also, if you are doing multiple campaings in Twitter, you won’t be able to distinguish between which visitors clicked on which of your Tiny URLs.

If you think this is an issue for your site, what you can do is use the typical Google Analytics campaign parameters, to identify a specific URL for this Twitter campaign, and then anyone who uses this URL, wherever they use it, will be matched to their particular campaign.

The steps to follow/remember are:

  1. Just as you make unique campaign URLs for each different keyword, source and medium in your other online campaigns, make sure that each Twitter URL is unique. Make sure that you use all the parameters in Google analytics to ensure you can distinguish between different Tweets.
  2. Shorten the URL using a service such as tinyurl.com
  3. To find the traffic in Google analytics, check out the ‘All Traffic sources’ report, and your Twitter source should be there (the name will be exactly as you outlined it in your URL).
  4. Like with any online marketing campaign, remember to have a relevant landing page, with an obvious conversion. If you have goal conversions set up on site, you can see exactly how valuable your Twitter campaign has been.
  5. If you are doing a lot of Twitter campaigns, you might want to set up a Twitter profile for your website in Google analytics, which simply copies your existing profile, and filters it withTwitter as the source. This way you can more easily drill down into the behaviour of Twitter users.
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