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SearchLeeds - Helen pollitt - Discovering the truth in dark traffic

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Discovering the truth in dark traffic

What it’s about:
Google Analytics should bring clarity to your campaigns, but search marketers are increasingly being tricked. Organic traffic masquerading as direct, internal UTM codes corrupting sources and referral channels getting far too much credit; dark traffic is a problem. Helen’s SearchLeeds talk gives you the tools to find the truth from your Google Analytics data, ensuring your insights are based on fact and drive measurable improvements to your campaigns.

Published in: Marketing
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SearchLeeds - Helen pollitt - Discovering the truth in dark traffic

  1. 1. Helen Pollitt – Head of Digital DISCOVERING THE TRUTH IN DARK DATA @helenpollitt1 Impact from insight
  2. 2. @helenpollitt1
  3. 3. Dark traffic website visitors mis-categorised by programs like Google Analytics @helenpollitt1
  4. 4. Organic Traffic through a search engine but not from clicking on a paid advertisement
  5. 5. Paid Traffic through a paid placement or PPC ad @helenpollitt1
  6. 6. Referral Traffic has visited from an external link @helenpollitt1
  7. 7. Other The “everything else” bucket @helenpollitt1
  8. 8. Direct Traffic has landed on the page without going elsewhere first @helenpollitt1
  9. 9. DIRECT IS A LIE! @helenpollitt1
  10. 10. Google Analytics isn’t @helenpollitt1
  11. 11. Visit from a HTTPS website to your HTTP website @helenpollitt1
  12. 12. Encrypted social @helenpollitt1
  13. 13. Non-web documents @helenpollitt1
  14. 14. Google Home app
  15. 15. @helenpollitt1 THE PROBLEM OF DIRECT
  16. 16. 2,644 34,153 Landed on the Homepage or a page 1 folder deep Landed on a page over 1 folder deep A lot of people with a photographic memory “Direct” traffic to a website in February 2019 = @helenpollitt1
  17. 17. Using the “Google search bar” on mobile Should be “organic” traffic
  18. 18. Using one phone – traffic counted as “direct”
  19. 19. Using another phone – traffic counted as “organic”
  20. 20. https://www.avenuedigital.com/en/blog/android-as-direct @helenpollitt1
  21. 21. Credit goes to the wrong
  22. 22. Good luck @helenpollitt1
  23. 23. @helenpollitt1 EVEN REFERRAL DATA IS WRONG?
  24. 24. … misattribution in Google Analytics
  25. 25. Common referral sources
  26. 26. msn.com uk.search.yahoo.com ecosia.org search.bt.com r.search.aol.com cn.bing.com yandex.ru com.google.android.gm @helenpollitt1
  27. 27. Email, 940 Organic, 738 Paid, 113 Social, 13 Referral, 9041 “Referral” traffic to a website in February 2019 17% could be reattributed
  28. 28. @helenpollitt1 SO HOW BAD IS IT?
  29. 29. 35,957 sessions in February were misattributed out of 288,389 12.47%
  30. 30. @helenpollitt1 OK – SO NOW I’M SCARED
  31. 31. 1 Panic
  32. 32. 2 Quit
  33. 33. 3 Some kind of magic?
  34. 34. @helenpollitt1
  35. 35. Filters are permanent @helenpollitt1
  36. 36. @helenpollitt1
  37. 37. Use UTM codes on external links to your website
  38. 38. DO NOT use UTM codes on internal links
  39. 39. Google My Business is no longer tracked as direct – but you still need a UTM code
  40. 40. Mark it in your Google Analytics @helenpollitt1
  41. 41. Comparison data will be skewed Your data won’t compare @helenpollitt1
  42. 42. @helenpollitt1
  43. 43. Impact from insight FIND OUT MORE @helenpollitt1 helen.pollitt@avenuedigital.com avenuedigital.com

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