Measurefest 17102013 nikki rae
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Measurefest 17102013 nikki rae

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Presentation delivered at the first London Measurefest, October 2013. ...

Presentation delivered at the first London Measurefest, October 2013.
Check list to ensure that anaysts and marketers are managing healthy Google Analytics accounts

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  • 1. GETTING GOOGLE ANALYTICS GOING FROM GET GO
  • 2. Nikki Rae GOOGLE ANALYTICS CONSULTANCY Google Analytics Specialist Agencies and Clients Google Analytics Trainer @analyticsgirl
  • 3. What you See is Not Always What You Get
  • 4. Common Conundrums
  • 5. When is Organic Search not Organic Search? When paid search campaigns are not tracked Symptom Keywords that you know you don’t rank for appear in GA Organic report Cause Untracked paid search campaigns including Adwords, Bing and Yahoo Fix Check Adwords is auto-tagged/ manual tagged Check any other paid search source is manual tagged
  • 6. When is Direct Traffic not Direct Traffic? When paid search campaigns are not tracked Symptom Direct traffic landing on varied pages with difficult to remember URLs Cause When campaigns are not tracked When server redirects strip manual tagging Fix Social Media tagged? Email Campaigns tagged? Any links in offline docs tracked? Server set to carry over query parameters in URLs?
  • 7. Example Obscure Landing Pages
  • 8. When a referrer is not a referrer #1? When paid search campaigns are not tracked Symptom Your site is showing as a referrer to itself Cause When sub/ cross domains are using incorrect or inconsistent code Redirect is stripping away cookie information for cross domain URLs Fix Use Google Tag Assistant Manually view the source code Test the code using GA Tracking Code Debugger
  • 9. Example Sub domain e.g. blog.futureinsightanalytics.com Cross Domain e.g. analyticstraining.co.uk and futureinsightanalytics.com View tracking source to see if code has been amended
  • 10. When a referrer is not a referrer #2? When paid search campaigns are not tracked Symptom Search engines are showing as referrers Cause When Google Analytics recognises a search engine as a website Fix Manually view the referrers report for any potential new/ obscure search engines Add the search engine by using code
  • 11. Example Use _addOrganic() method _addOrganic(newOrganicEngine, queryParamName, opt_ prepend)
  • 12. When Google shows as a referrer? When paid search campaigns are not tracked Symptom Google shows in referrer report Cause The acquisition source Google does not mean a visit has come via organic search or Adwords Fix Manually view the referrers report Ensure that if looking to view organic or paid traffic, the medium is organic or cpc
  • 13. Example Actual Links on Google Sites
  • 14. When a Keyword is not your Keyword #1? When paid search campaigns are not tracked Symptom Keywords are showing in GA that you don’t rank for Cause Your tracking code is on someone else's site Fix Manually view the hostname report Use filters to ensure only traffic on your domain is going into the report
  • 15. Example This should be your domain name
  • 16. When a Keyword is not your Keyword #2? When paid search campaigns are not tracked Symptom The keyword report and matched query Adwords report are different Cause You are viewing the Adwords Keyword report rather than the matched queries report Fix If looking for keyword inspiration from Adwords, view the matched search query report
  • 17. Example Actual Keywords Typed Broad/ Phrase Matched Keywords
  • 18. When a Keyword is not your Keyword #3? When paid search campaigns are not tracked Symptom You have not segmented out brand traffic Cause You are viewing brand search traffic in silo Fix Brand traffic is direct traffic, or direct traffic is brand traffic so ensure analyses recognises that and don’t just compare brand and non brand traffic
  • 19. Technical Check List
  • 20. Are all the Pages Tagged? When paid search campaigns are not tracked Use SEO Screaming Frog or similar tool to check the pages on your site to ensure they are all tagged
  • 21. Set up Internal Site Search? When paid search campaigns are not tracked If you have a search engine on your website, then set up the report in Google Analytics
  • 22. Maximising Output? When paid search campaigns are not tracked Ensure Webmaster Tools and Google Adwords are linked to the account
  • 23. How Many Home Pages? When paid search campaigns are not tracked Ensure you only have one home page. This can be controlled using a search and replace filter
  • 24. Are you looking at the right traffic? When paid search campaigns are not tracked Using filters, remove your staff/ agency traffic via IP address and network ISP
  • 25. Key Takeaways Check tracking code is on every page of the site Check the tracking code contains correct methods for sub /cross domains Ensure all campaigns are manually tagged Ensure redirects are passing query parameters For Adwords, use matched queries report Check hostname report for rogue domains Use Internal Search Report Maximise opportunities by linking GWT and Adwords accounts with GA Ensure that pages are only being assessed once in GA such as home pages with multiple URIs Remove your own traffic
  • 26. Tools When paid search campaigns are not tracked Screaming Frog SEO Spider Google Analytics Debugger Google Tag Assistant Google Analytics URL Builder
  • 27. Further Education When paid search campaigns are not tracked Google’s Analytics Academy Google Analytics Help Center Google Analytics Blog Google Analytics Forum Google Analytics Solutions Gallery
  • 28. Thank You