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GETTING GOOGLE ANALYTICS
GOING FROM GET GO
Nikki Rae

GOOGLE ANALYTICS CONSULTANCY
Google Analytics Specialist

Agencies and Clients
Google Analytics Trainer
@analyt...
What you See is Not Always What You Get
Common Conundrums
When is Organic Search not Organic
Search?
When paid search campaigns are not tracked
Symptom
Keywords that you know you d...
When is Direct Traffic not Direct Traffic?
When paid search campaigns are not tracked

Symptom
Direct traffic landing on v...
Example

Obscure Landing Pages
When a referrer is not a referrer #1?
When paid search campaigns are not tracked

Symptom
Your site is showing as a referr...
Example

Sub domain e.g. blog.futureinsightanalytics.com
Cross Domain e.g. analyticstraining.co.uk and
futureinsightanalyt...
When a referrer is not a referrer #2?
When paid search campaigns are not tracked

Symptom
Search engines are showing as re...
Example

Use _addOrganic() method
_addOrganic(newOrganicEngine, queryParamName, opt_
prepend)
When Google shows as a referrer?
When paid search campaigns are not tracked

Symptom
Google shows in referrer report

Caus...
Example

Actual Links on Google Sites
When a Keyword is not your Keyword #1?
When paid search campaigns are not tracked

Symptom
Keywords are showing in GA that...
Example
This should be your
domain name
When a Keyword is not your Keyword #2?
When paid search campaigns are not tracked

Symptom
The keyword report and matched ...
Example

Actual Keywords Typed

Broad/ Phrase
Matched Keywords
When a Keyword is not your Keyword #3?
When paid search campaigns are not tracked

Symptom
You have not segmented out bran...
Technical Check List
Are all the Pages Tagged?
When paid search campaigns are not tracked

Use SEO Screaming Frog or
similar tool to check the ...
Set up Internal Site Search?
When paid search campaigns are not tracked

If you have a search engine on
your website, then...
Maximising Output?
When paid search campaigns are not tracked

Ensure Webmaster Tools and
Google Adwords are linked to the...
How Many Home Pages?
When paid search campaigns are not tracked

Ensure you only have one home
page. This can be controlle...
Are you looking at the right traffic?
When paid search campaigns are not tracked

Using filters, remove your staff/
agency...
Key Takeaways
Check tracking code is on every page of the site
Check the tracking code contains correct methods for sub
/c...
Tools
When paid search campaigns are not tracked

Screaming Frog SEO Spider
Google Analytics Debugger
Google Tag Assistant...
Further Education
When paid search campaigns are not tracked

Google’s Analytics Academy
Google Analytics Help Center
Goog...
Thank You
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Measurefest 17102013 nikki rae

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

Published in: Technology, Design

Measurefest 17102013 nikki rae

  1. 1. GETTING GOOGLE ANALYTICS GOING FROM GET GO
  2. 2. Nikki Rae GOOGLE ANALYTICS CONSULTANCY Google Analytics Specialist Agencies and Clients Google Analytics Trainer @analyticsgirl
  3. 3. What you See is Not Always What You Get
  4. 4. Common Conundrums
  5. 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. 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. 7. Example Obscure Landing Pages
  8. 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. 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. 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. 11. Example Use _addOrganic() method _addOrganic(newOrganicEngine, queryParamName, opt_ prepend)
  12. 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. 13. Example Actual Links on Google Sites
  14. 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. 15. Example This should be your domain name
  16. 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. 17. Example Actual Keywords Typed Broad/ Phrase Matched Keywords
  18. 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. 19. Technical Check List
  20. 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. 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. 22. Maximising Output? When paid search campaigns are not tracked Ensure Webmaster Tools and Google Adwords are linked to the account
  23. 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. 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. 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. 26. Tools When paid search campaigns are not tracked Screaming Frog SEO Spider Google Analytics Debugger Google Tag Assistant Google Analytics URL Builder
  27. 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. 28. Thank You

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