fdma: google analytics

Google Analytics Effectively Tracking Your Campaigns

Presented by: Joe Laratro President, Tandem Interactive

Web Analytics

• Latest Features of Google Analytics • Core Analytics Concepts • Optimization & Communication Based on

Analytics • Analytics Homework • Top Secret Slide

Quick Credentials

• 12 Years of Pure SEO / SEM • Yahoo Strategic Provider Program • MSN Search Council • MCT – Microsoft Certified Trainer • Author of the DMA’s Natural SEO Module • SEOClass Professor • WebmasterWorld’s Pubcon Advisory Board • University of San Francisco’s Online Marketing Master’s

Certificate Program • Former President of SFIMA

Real Time Analytics

Intelligence Reports

Linking Multiple Adwords Accounts

Async Snippet

SEO Reporting

Secure Search

• Nov 2011 – Google Secure Search Obscures Search Query In Analytics

• Supposed to Only Effect 10% • Already Effecting Over 20% • Dreaded (not provided) • With Google+ Adoption This Is Only Going To Get Worse

Customized Dashboards

Social Search

• http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html

• _gaq.push(['_trackSocial', network, socialAction, opt_target, opt_pagePath]);

• FB Like Code: • FB.Event.subscribe('edge.create', function(targetUrl) {

_gaq.push(['_trackSocial', 'facebook', 'like', targetUrl]); });

Core Analytics Concepts

• Bounce Rate • Key Performance Indicators (KPIs)

– New vs. Returning – Pages per Visit – Amount of Organic Keyword Referrals ** Argh ** – Amount of Organic Traffic

• Tracking URLs – http://www.joe.com/?utm_source=FDMA&utm_medium=PR

EZO&utm_campaign=1-19-12

Offline Media Tracking / Call Tracking

• Vanity URLs – 301 Redirect With Source Tracking

• Call Tracking Solutions – Mongoose Metrics – If By Phone – Who’s Calling – Marchex

• Custom Solutions – Limitless – Total Protect Concept

Our PromoID Solution - Offline & Online Sales Tracking

• var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-‘X]); _gaq.push(['_setDomainName', '.totalprotect.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

• _gaq.push(['_setCustomVar',1,'13623','00000', 1]);

Optimizing Based On Analytics

• Set Of Reports For Client Meetings

Organic Search Traffic 2011 vs. 2010

SEO KPIs

• Organic Search Growth 2011 vs. 2010 – Google – 32% – Bing – 50% – Yahoo – 30%

• Amount of Traffic – 201,080 vs. 151,317

• Amount of Keywords – 51,277 vs. 37,402

Google Analytics – City Tracking

City Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010 Keywords % Change Sept 2011 Referrals Sept 2010 Referals % ChangeAtlanta 349 78 347% 200 70 186% 17 9 89%Austin 206 99 108% 123 66 86% 12 17 -29%Baton Rouge 52 15 247% 42 15 180% 9 4 125%Birmingham 210 182 15% 121 82 48% 11 9 22%Boise 151 91 66% 72 57 26% 8 2 300%Charlotte 359 414 -13% 140 146 -4% 16 23 -30%Chicago 99 57 74% 64 46 39% 19 14 36%Cincinnati 292 217 35% 152 99 54% 10 7 43%Columbus 56 0 0% 41 0 0% 8 0 0%Connecticut 98 49 100% 86 46 87% 12 11 9%Corpus Christi 82 42 95% 48 31 55% 5 12 -58%Dallas 462 185 150% 302 117 158% 18 16 13%Denver 347 412 -16% 175 161 9% 15 7 114%Fort Myers 110 25 340% 77 25 208% 5 4 25%

City Sept 2011 Searches Aug 2011 Searches % Change Sept 2011 Keywords Aug 2011 Keywords % Change Sept 2011 Referrals Aug 2011 Referals % ChangeAtlanta 349 448 -22% 200 251 -20% 17 26 -35%Austin 206 328 -37% 123 188 -35% 12 13 -8%Baton Rouge 52 93 -44% 42 72 -42% 9 12 -25%Birmingham 210 308 -32% 121 140 -14% 11 14 -21%Boise 151 163 -7% 72 70 3% 8 6 33%Charlotte 359 229 57% 140 114 23% 16 22 -27%Chicago 99 116 -15% 64 74 -14% 19 15 27%Cincinnati 292 442 -34% 152 196 -22% 10 14 -29%Columbus 56 59 -5% 41 37 11% 8 19 -58%Connecticut 98 151 -35% 86 122 -30% 12 8 50%Corpus Christi 82 98 -16% 48 63 -24% 5 8 -38%Dallas 462 566 -18% 302 300 1% 18 23 -22%Denver 347 393 -12% 175 179 -2% 15 14 7%Fort Myers 110 124 -11% 77 99 -22% 5 8 -38%

Google Analytics - Limitations

More Optimizing Based On Analytics

• Properly Setup Goals / E-commerce • Properly Code Analytics For Channel Tracking • Utilize Conversion Data For Other Channel Optimization • Examine Other Dimensions Of Conversions • Customize Reports For Audience • Customize Reports For Need (Leads + Cost) • Use Advanced Features Of GA – Filters, Segments, Custom

Variables, Event Tracking

Web Analytics Best Practices

• Security – BE VERY CAREFUL • Annotations – Record Major Events

• Weekly Reporting • Monthly Reporting

Troubleshooting Assistance!

fdma: google analytics

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