Google Analytics in the Age of
(not provided)

SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik
1
Searches on Google per month?

2

John Wiley, Lead Designer for Google Search. http://bloom.bg/1pyZ1Un

@Moz
@tresnik
There’s enough for everyone!

3

@Moz
@tresnik
Aha! – It’s Simple: Targeting the Longtail

4

@Moz
@tresnik
5

@Moz
@tresnik
RIP Keywords

6

@Moz
@tresnik
(not provided)

7

@Moz
@tresnik
Measure Efforts

Exploit Opportunities

Smart Bets with
Smart Data
8

@Moz
@tresnik
9

@Moz
@tresnik
10

@Moz
@tresnik
Take action!
1.

2.
11

Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
...
Pass Meta Data in Custom Variables

Meta Data

Structured Data

12

@Moz
@tresnik
Pass Meta Data in Custom Variables
Your site has lots of useful stuff to help you figure out context

Pass this data throu...
Pass Meta Data in Custom Variables
Use your custom
variable as the
secondary dimension to
landing page for Google
search r...
Custom Variables w/ WordPress

Categories, tags, author

Data

15

Place
your bets
@Moz
@tresnik
Custom Variables w/ WordPress

16

@Moz
@tresnik
Advanced: Entity and Keyword Extraction

Create
Content

Extract
Keywords
and Entities

Store in a
Custom
Variable

Analyz...
18

@Moz
@tresnik
Available Tool Sets
•
•

University of Illinois Cognitive Computation Group

•

Stanbol

•

Skyttle (and a bunch of others...
Take action!
1.

2.
20

Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
...
Content Grouping in GA

21

@Moz
@tresnik
Content Grouping in GA
MyBeerBlog.com
IPA

OR

Pale

CO

OR

Porter

CO

OR

CO

I want to know what beer type receives th...
Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)

OR
(250)

23

CO
(50)

Pale (200)

OR
(125)

CO
(75)

Porter...
Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)

OR
(250)

CO
(50)

Pale (200)

OR
(125)

CO
(75)

Porter (50...
Content Grouping in GA

25

@Moz
@tresnik
Method #1: Extraction

MyBeerBlog.com/reviews/ipa/or/double-mountain-review

/reviews/(.*)/ will create content categories...
Method #2: Rules-based

27

@Moz
@tresnik
Method #3: Tracking Code

Just like a custom
variable, you can
automate to pass
through a category, tag
or other metadata
...
Method #3: Tracking Code
Tacking Code Method is Best for Moz:
http://moz.com/blog/social-engagementmetrics-that-matter

29...
Method #3: Tracking Code
Tracking Code Method is Best for Moz:

ga('set', 1, ’Social Media');
30

@Moz
@tresnik
Take action!
1.

2.
31

Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
...
Not too long ago…

32

@Moz
@tresnik
Way Beyond 10 Blue Links…

33

Dr. Pete Meyers http://bit.ly/IKcMh6

@Moz
@tresnik
How much is a video/news/image result
worth to you?

34

@Moz
@tresnik
35

@Moz
@tresnik
Google Referral String

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj
a&ved=0CDIQFjAA&url=http%3A...
Example of ‘VED’ Codes
Vertical (Universal Search)
QFj

Organic Search

QqQIw

News OneBox (link)

QpwI

News OneBox (imag...
Extract and Segment in Google Analytics

38

@Moz
@tresnik
Setup a new profile

39

@Moz
@tresnik
Setup 2 New Filters

40

@Moz
@tresnik
Filter #1
Regex to capture
VED in referral
string

41

@Moz
@tresnik
Filter #1

We’ll use this in
the next filter:
“VED – CD”

42

@Moz
@tresnik
Filter #2
Calls the custom
field we just
created: “VED –
CD”

Extracts the
referring search
engine

43

@Moz
@tresnik
The result

44

@Moz
@tresnik
Extract and Segment in Google Analytics

http://bit.ly/1cs4Wll
45

@Moz
@tresnik
Take action!
1.

2.
46

Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
...
Smart Data Fuels Smart Bets

The Past

Measure Efforts

Exploit Opportunities

The Future

Place
your bets

47

@Moz
@tres...
Google Analytics in the Age of
(not provided)

SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik
48
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Google Analytics in the age of not provided Search Fest 2014

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  • Hi Timothy,

    I have been following up on this for quite sometime now so thank you for the fresh update. Jonathon, I think that makes two of us :-)

    Just some quick comments/questions:

    I can see that some of the parameters have changed recently. Here's a full string: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved=0CHEQFjAH&url=http%3A%2F%2Fwww.zaama.co.uk%2F&ei=o8UhU4jHEpOthQfJmoG4Cw&usg=AFQjCNH1h7na4cv1U2pKT8QQ1J1F4dZTMw&sig2=vCfe-vrXKPV07XiLtcWsMw&bvm=bv.62922401,d.bGE

    Does anyone know what uact=8 stands for. The value seems to be always the same (8), at least for around 50 different queries I ran.

    Also, ranking filters using the cd=[number] dont work for users coming from a Chrome browser. I tried many workaround but failed miserably.

    Any help on this will be deeply appreciated.

    Thanks!
       Reply 
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  • You had me at 'True Detective'. :)
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Google Analytics in the age of not provided Search Fest 2014

  1. 1. Google Analytics in the Age of (not provided) SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik 1
  2. 2. Searches on Google per month? 2 John Wiley, Lead Designer for Google Search. http://bloom.bg/1pyZ1Un @Moz @tresnik
  3. 3. There’s enough for everyone! 3 @Moz @tresnik
  4. 4. Aha! – It’s Simple: Targeting the Longtail 4 @Moz @tresnik
  5. 5. 5 @Moz @tresnik
  6. 6. RIP Keywords 6 @Moz @tresnik
  7. 7. (not provided) 7 @Moz @tresnik
  8. 8. Measure Efforts Exploit Opportunities Smart Bets with Smart Data 8 @Moz @tresnik
  9. 9. 9 @Moz @tresnik
  10. 10. 10 @Moz @tresnik
  11. 11. Take action! 1. 2. 11 Send topical data TO GA through custom variables/Dimensions Use google analytics content grouping @Moz @tresnik
  12. 12. Pass Meta Data in Custom Variables Meta Data Structured Data 12 @Moz @tresnik
  13. 13. Pass Meta Data in Custom Variables Your site has lots of useful stuff to help you figure out context Pass this data through a custom variable _gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]); 13 @Moz @tresnik
  14. 14. Pass Meta Data in Custom Variables Use your custom variable as the secondary dimension to landing page for Google search referrals 14 @Moz @tresnik
  15. 15. Custom Variables w/ WordPress Categories, tags, author Data 15 Place your bets @Moz @tresnik
  16. 16. Custom Variables w/ WordPress 16 @Moz @tresnik
  17. 17. Advanced: Entity and Keyword Extraction Create Content Extract Keywords and Entities Store in a Custom Variable Analyze in GA Linked Data + Natural Language Tool Kits 17 @Moz @tresnik
  18. 18. 18 @Moz @tresnik
  19. 19. Available Tool Sets • • University of Illinois Cognitive Computation Group • Stanbol • Skyttle (and a bunch of others on Mashape) • Dbpedia Spotlight • 19 Stanford Natural Language Processing Group Alchemy API @Moz @tresnik
  20. 20. Take action! 1. 2. 20 Send topical data TO GA through custom variables/Dimensions Use google analytics content grouping @Moz @tresnik
  21. 21. Content Grouping in GA 21 @Moz @tresnik
  22. 22. Content Grouping in GA MyBeerBlog.com IPA OR Pale CO OR Porter CO OR CO I want to know what beer type receives the most traffic from Google Search. 22 @Moz @tresnik
  23. 23. Content Grouping in GA MyBeerBlog.com (550 visits) IPA (300) OR (250) 23 CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) CO (40) @Moz @tresnik
  24. 24. Content Grouping in GA MyBeerBlog.com (550 visits) IPA (300) OR (250) CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) CO (40) More investigation needed, but looks promising 24 @Moz @tresnik
  25. 25. Content Grouping in GA 25 @Moz @tresnik
  26. 26. Method #1: Extraction MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter) 26 @Moz @tresnik
  27. 27. Method #2: Rules-based 27 @Moz @tresnik
  28. 28. Method #3: Tracking Code Just like a custom variable, you can automate to pass through a category, tag or other metadata 28 @Moz @tresnik
  29. 29. Method #3: Tracking Code Tacking Code Method is Best for Moz: http://moz.com/blog/social-engagementmetrics-that-matter 29 @Moz @tresnik
  30. 30. Method #3: Tracking Code Tracking Code Method is Best for Moz: ga('set', 1, ’Social Media'); 30 @Moz @tresnik
  31. 31. Take action! 1. 2. 31 Send topical data TO GA through custom variables/Dimensions Use google analytics content grouping @Moz @tresnik
  32. 32. Not too long ago… 32 @Moz @tresnik
  33. 33. Way Beyond 10 Blue Links… 33 Dr. Pete Meyers http://bit.ly/IKcMh6 @Moz @tresnik
  34. 34. How much is a video/news/image result worth to you? 34 @Moz @tresnik
  35. 35. 35 @Moz @tresnik
  36. 36. Google Referral String https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b v.41867550,d.eWU This string can help! 36 @Moz @tresnik
  37. 37. Example of ‘VED’ Codes Vertical (Universal Search) QFj Organic Search QqQIw News OneBox (link) QpwI News OneBox (image) Q9QEw Image OneBox Qtwlw Video OneBox (link) QuAIw Video OneBox (image) QjB Organic Search - Sitelink Qoh0 Local Carousel BEP4d 37 Code Knowledge Graph image (non-leading) @Moz @tresnik
  38. 38. Extract and Segment in Google Analytics 38 @Moz @tresnik
  39. 39. Setup a new profile 39 @Moz @tresnik
  40. 40. Setup 2 New Filters 40 @Moz @tresnik
  41. 41. Filter #1 Regex to capture VED in referral string 41 @Moz @tresnik
  42. 42. Filter #1 We’ll use this in the next filter: “VED – CD” 42 @Moz @tresnik
  43. 43. Filter #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine 43 @Moz @tresnik
  44. 44. The result 44 @Moz @tresnik
  45. 45. Extract and Segment in Google Analytics http://bit.ly/1cs4Wll 45 @Moz @tresnik
  46. 46. Take action! 1. 2. 46 Send topical data TO GA through custom variables/Dimensions Use google analytics content grouping @Moz @tresnik
  47. 47. Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities The Future Place your bets 47 @Moz @tresnik
  48. 48. Google Analytics in the Age of (not provided) SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik 48
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