Presentation made at the Superweek 2014 in Hungary by Sébastien Monnier from Woptimo. These slides explain a few tips on how you can configure Universal Analytics, with the help of Google Tag Manager, to have a better understanding of your SEO and SEA traffic.

1. What Universal Analytics
can do for your SEM
strategy.
@smonnier

2. Who am I?
●
●
●
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Natural Language Processing Academic Background
Googler for 3 years (Search Quality + GA team)
Woptimo founder in 2010: SEO, SEA, Digital Analytics...
Woptimo international founder in 2013
Some clients:
@smonnier

3. Server-side Hit
● GoogleBot monitoring
● Offline conversion
Custom Dimensions
● MetaRobots information
● Authorship
@smonnier

4. Server-side Hit. It is time to take control of all your metrics.

5. What is an offline conversion?
http://jonburrows.co.uk/media/images/offline.

6. OK

7. OK
Client
ID
Client ID

8. 1 - Use Universal Analytics
http://www.stumiller.me/wpcontent/uploads/2013/07/googles-new-

9. <script>
ga(function(tracker) {
var clientId = tracker.get('clientId');
$("form.wpcf7-form").append("<input type='hidden' name='clientId' value='"+clientId+"'>");
});
</script>
2 - Send Client ID along with the form

10. 3 - Save the ID in your CRM (or just keep it in your incoming e-mail)

11. 4 - Create a specific form

12. When processing the form
Just send it to GA collector... with a server-side Hit
using curl or any other system.

13. Define this event as a goal in Analytics

14. GoogleBot Monitoring

15. ●
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Know if GoogleBot misses some pages
Evaluate time between publishing and crawling / indexing
Identify pages that should not get crawled
Check how important Google thinks you are
Why should you monitor GoogleBot ?

16. Specific Universal Analytics account

17. Specific PHP server-side script inspired by Cardinal Path’s script (source)

18. Check PageViews report --> interesting insights

19. Not as accurate as checking your log file, but much easier to put in place.

20. Custom Dimensions

21. Collect anything : Metrics or other type of data

22. 1
In GA Admin - Create the Custom
Dimension
2
In GTM, create a macro
to get Meta Robots
Example 1 - Custom Dimension - Robots

23. 3
In GTM - send the macro as Custom Dimension
4
In Ga - Create a Custom Report
Example 1 - Custom Dimension - Robots

24. Example 2 - Authorship

25. Same process:
1.
2.
3.
4.
Create a Macro in GTM
Send the Macro as a Custom Dimension
Create the custom Dimension In GA
Create a custom Report
.... and voilà !
Example 2 - Custom Dimension - Authorship

26. Beyond usual Analytics

27. A WebPage is not only
● URL
● Title
It also has
● an author
● indication for the bots
● call-to-action
● a layout
● breadcrumbs
● convincing and relevant content
● images, rich media ...
All this can have an impact on SEO, we should integrate this in your Digital
Analytics

28. Here is a sample of things I would like to know
Do I get SEO traffic on pages with a canonical link?
Do people stay longer on articles with images? what kind of images?
Which author manage to have the more comments? Is it related to the size of
its articles?
If I use 3 synonyms of my main keyword, will I get more SEO traffic?
Do I have more SEO traffic when sentences are short?

29. ... and this is just the beginning.
@smonnier