Organic, Non-Branded Visits• Organic: “Free” clicks from the main search results• Non-Branded: Does not contain brand or product names• Indicates no prior awareness, a truly “pure” search visit• Use Google Analytics Advanced Segments to filter out branded search terms
Unique LandingPages• The number of pages on your site that attract organic search traffic• A low number may indicate that search crawlers can’t find your content or it’s not well optimized• Look for trends, not single data points
Keyword Themes• Look beyond your “money” terms• Group by theme, not just keyword• Again, look for trends• Consider misspellings and synonyms• e.g. “pediatric dentist”, “children’s dentist”, “kid’s dentist”, etc.
PPC Metrics• Conversion Rates• Cost Per Conversion• Return On Ad Spend (ROAS)
Conversion Rates• Percent of clicks that result in a desired action• Conversion: leads, sales, downloads, signups, video views, etc.• High Click-Through Rates (CTR) are sexy, but it won’t pay the bills• Compare keywords, ad groups, and ad texts by conversion rates, not just CPC
Cost Per Conversion Cost # of Conversions• Cost per lead, cost per download, etc.• Really powerful if you know your close rates & average order value• Determine what to pay for each click to remain ROI- positive
Advanced WebAnalytics• Measuring outcomes, not just inputs • Events • Goals (values) • Funnels (abandonment)• Segmentation• Custom Reports
Event Tracking• Events can be anything: • Video Views • Downloads • Click to Chat Icons • Add to Cart Buttons • Clicks on Outbound Links • Flash/AJAX Interactions
Goal Funnels• Visualization of each step in a conversion funnel• Analyze abandonment between steps to identify conversion obstacles• Typical e-commerce funnel: • Add to Cart • Shopping Cart • Payment Info • Shipping Info • Order Confirmation
Advanced Segments• Isolate specific subsets of your visitors based on site usage, traffic source, or any combination of attributes• Useful for comparing different segments (e.g. New vs. Returning Visitors) that may yield insights• Create your own Advanced Segments based on marketing objectives, personas, or even hunches.