Analytics - 2/6 - Digital Marketing Agency

Figuring Out the Gender and Age Demographics of Your Site

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Demographics on My Blog
Have you ever wondered what the demographics are of people visiting your site or blog? Marketing is all about segmenting and targeting, so you obviously create your site with a particular target demographic in mind – but how do you know if those people are the ones that end up actually visiting your site?


Estimating Demographics on Your Website

There are a few ways you can guesstimate your sites demographics; one is using Facebook’s Insights for Domains, which we’ll go through in a blog post of another day. Another idea is to set up forms on your site to collect submitted data, and hope for the best. If you are really committed, and have a bit of extra cash, you might consider third party solutions. And now there’s another way to estimate the demographic breakdown of visitors to your site, and (hopefully) it’s something you already have access to.


Using Remarketing to Find Demographics On Your Site

Of course ad servers always want to know your demographic information so that they can serve you relevant ads – now this is coming around to help blog and website owners discover what demographics are on their site. All you have to do is (sorry) spend a bit of money on those ad servers – read:Google Adwords Remarketing (which you should really be doing already in some capacity. Remarketing is an excellent way to get more out of your PPC, Affiliate, SEO and other online marketing efforts).
Google Adwords now shows you Gender and Age breakdown for impressions and clicks from sites on the content network. If you have a remarketing campaign in place, you can use this report to see what the makeup of your remarketing audience is – which can be extrapolated to (kind of guess) the breakdown of visitors to your site with regards to gender and age.
This is how it could work…
1. A visitor arrives on your site

2. A cookie is placed on their browser

3. They leave to visit other sites

4. Google reports on the impressions and clicks of your ad from these visitors, and at that point will categorise them as male or female.
Now, of course this isn’t going to be super exact, but it will give you an estimate – which is a lot considering the fact that you don’t actually want to infringe on peoples privacy here. Simply log into Google Adwords, go to your remarketing campaign, and click on the Display Network tab, then gender or age.
Note that you can do this on all display campaigns, not just remarketing- so you can see what demographics are coming in on each campaign/targeting method.

How does Google KNOW the visitors age/gender?

Well, a few caveats. First of all – we aren’t looking at a persons age/gender. Google can only know the age/gender associated with a particular browser on a particular computer. So for shared computers you’re already getting a bit fuzzy.
Then, Google relies on either self reporting (via a social network they have access to, for example, Google Plus), OR they sometimes guesstimate depending on the sites visited by that particular browser.
Since behaviour isn’t always conclusive, and some people don’t self report, you will always have a bunch of clicks/impressions with gender/age ‘Unknown’.

Extra demographic tips from the new Adwords report

By breaking up your remarketing campaigns into products/services/articles/blogs/etc. You can segment your demographics even further to discover the audiences for particular segments of your site, and then deliver relevant content accordingly. This means you will have to use more advanced remarketing, by creating smaller audiences. This is very easily done in Google Adwords Library -> Audiences, so get segmenting now!

Universal Analytics – Should Everyone Upgrade?

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Universal AnalyticsCheck out this graphic image created by Google to promote the public beta release of Universal Analytics. What does it tell us? It looks like a mobile device, a shopping cart, a tablet, desktop, cash register and game console – all linked in to Google Analytics.

That’s because this is what Universal Analytics is here to do – give business owners better and more complete information about how all their touchpoints work together to achieve outcomes (like sales). Universal Analytics has just been rolled out in a public beta, meaning anyone can now start using it. It’s free to use, but you should know that it’s also quite complicated and not necessarily going to be the magic marketing bullet for your particular business.


What is Universal Analytics?

Universal Analytics is Google Analytics but with new features which allows businesses to get more understanding about how their customers move from offline to online, from mobile to desktop, between browsers and more. It is basically following your customer through the many touchpoints they use to interact with your business.


How To Start Using It?

Like I mentioned – Universal Analytics is free, and now available in public beta, so in theory you can start using it now. All you need to do is;

  1. Set up a new web property (can’t be your existing one)
  2. Update your tracking code

In relation to updating your tracking code – you can use Google Tag Manager to do this, and it is also a good idea not to remove your existing analytics tracking.
What New Features Does Universal Analytics Provide?

  • Custom dimensions and metrics – which means you can add new dimensions like phone calls, point of sales and other offline interactions.
  • Online/offline data sync capabilities – you can upload/import offline data into your Google Analytics
  • Multiplatform tracking – allowing you track incoming data from any device
  • Simplified configuration controls  -access to options within the Google Analytics interface that were previously only available in the development environment

How Will It Track Customers?

To track customer activity from offline to online and across browsers, you will need to assign customers a unique ID and have this associated with all their transactions on and offline. For example, you might use a sign-in form online to track across devices, or you might have a customer membership number to track offline and online(e.g. loyalty card).

If you can assign an ID to an action, you can track it and follow user behaviour. E.g. if you had people swipe a card at your event, at your store, or use the number in your mobile and on your site or on a phone call – you could understand their behaviour across all those touchpoints.

Accordingly, you will need to update your privacy policies and allow people the option of opting out.
Measurement Protocol

How will Google Analytics get all this data? It will use their new Measurement Protocol to allow developers to make http requests to send raw data directly to the Google Analytics servers.
What Should I do with Existing Analytics Profiles and Code?

Because Universal Analytics is in beta, doesn’t have a lot of community experience/support yet and is quite complicated – it’s best to keep your Google Analytics code running as is for now. You can put the new snippet on your site alongside your old one, and have both running simultaneously.

You will also want to maintain your current profiles in analytics to maintain your history.

Before diving into Universal Analytics it would be a good idea to map out all the data you want to integrate, how you would do it, and what your reports might look like. If this is then considered valuable information to your business, you can go ahead and implement.



Measuring Traffic from Google Images

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Written by Tracy Mu Sung

No matter what industry your client is in, you might be surprised by the traffic coming to your site through Google images. We got a huge spike in Google images traffic for our blog post on the Google Penguin update last year – many people in online marketing at the time were looking for images of penguins, we had a cute one on our post – so lots of industry people ended up on our site
(even if only to use the same picture as us).


Some of our clients even show online revenue coming from Google images – although so far, we have only seen significant amounts for client sites based in the US.
The following is one of the reports we use to measure traffic from Google images. This shows the landing page the traffic has gone through to (although this won’t be completely helpful if you have many images on the one page, as well as metrics which are important to the particular client (visits, conversions, whatever).
Measuring Traffic from Google Images
This report was created as a customised report as shown below, but you can also find this traffic by filtering your “referral traffic” for “/imgres”.
how to see Google Images Traffic in Google Analytics
We have found that for some clients this traffic is highly converting, but for others not so much. What it really depends on is how valuable you make these images for potential customers. For example – if you run a hairdressing salon and you have a gallery of ‘wedding hair’ pictures – you can help potential searchers turn into customers if on your image landing page you highlight other useful information available on your site – for example – Do’s and don’ts for wedding hair, examples of your work, prices or reviews.

Optimising Your Images


To optimise your image, and help it be found by Google – don’t forget to add the alt attribute with a helpful name for your image. It also helps if you have a keyword rich file name (though not ridiculous). Specifying a width and height for your image can also make the page load faster, which is better for SEO.
It’s useful for both human readers and search engines if you surround your image with relevant text, and finally, for usability and conversion, make the landing page clean and easy to navigate to other relevant information about that topic.
So what are you waiting for – aren’t you keen to see what traffic your site is getting from Google Images?

Google Analytics ‘Not Set’ vs ‘Not Provided’

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Quick and Dirty explanation of the difference in Google Analytics between results which are labeled ‘Not Set’ and those labeled ‘Not Provided’ – and what each of these mean.


Actually, the names are pretty informative…


Not Set

This means that the information about that visit, visitor or pageview was ‘not set’. That is, it doesn’t exist in Google Analytics.

Not Set in Google Analytics

Logical examples of this might be to say the ‘mobile device’ of visitors from desktop views, or the keyword of a direct visit, was ‘not set’ – because such information just does not exist.  These kind of ‘not set’s most often occur in reports you build yourself, and not so much in the standard reports.


‘Not Set’ can occur a lot in your Adwords results in Analytics, and reasons might include;

– Cost data is not applied

– A redirect URL

– Incorrect tagging


Not Provided

Not Provided keywords

This term is used in the keywords report and is due to the privacy changes made by Google in recent times – any people who are logged in to Google while searching will have their natural search keywords blocked, and what you will see is ‘not provided’.  This is likely to be now listed as one of your biggest ‘keywords’ in your keywords report. This will not happen to Google Adwords clicks – you will still get to find out exactly what they typed in (hypocrisy much?).


While Google said it would be  a small amount – for tech websites, and particularly online marketing websites, the percentage of blocked keywords is huge. For it can be as high as 30%, and for others I’m sure it can be higher.


These keywords are blocked not only in Google Analytics, but for all analytics software – so you can’t get away from it. If you were super keen, you might consider reading Avinash Kaushik’s post about potential ways to get this information out – although note he says it is ‘trying to do the impossible’.



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