A4U Expo - Web Analytics Presentation by Lisa Myers


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Web Analytics presentation from A4U Expo Lodnon (2009) by Lisa Myers.

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A4U Expo - Web Analytics Presentation by Lisa Myers

  1. 1. Web AnalyticsLisa MyersDirector, Verve Search<br />
  2. 2. About Lisa Myers<br />Director & Founder, Verve Search (Search Consultancy – SEO, PPC & Online PR/Social Media)<br />Regular speaker at SES & SMX Search Conferences<br />Regular contributor to on and offline publications (UK, US & Europe)<br />Heavily involved in the global Search Community, founded SEO-chicks.com and blogs for European search blog searchcowboys.com <br />Awards<br />Management Today “35 women under 35” list 2009<br />“Best Use of Technology woman under 30” <br /> BlackBerry Woman & Technology Awards (2008)<br />“B2B Marketing Newcomer of the Year” (2007)<br />
  3. 3. Did you know that Women talk 15% more than MEN do?<br />
  4. 4. 8% of the Men in the room didn’t clean your teeth this morning!<br />
  5. 5. Welcome to the world of statistics<br />
  6. 6. Half a brain is a “no brainer”<br />Web Analytics<br />SEO/Link Dev/Social Media<br />
  7. 7. Specifics Areas I will cover<br />Google Local Business Listings<br />Ecommerce tracking (third party sites)<br />
  8. 8. Search Engine Results Page<br />PPC<br />Local<br />Organic<br />
  9. 9. Tracking of Google LBL<br />4 easy steps for tracking Google Local Business Listings that will allow you to view detailed result in GA all the way down to keyword level.<br />Tried and tested (will take you 10 min, took us weeks..)<br />....and yes it would have been allot easier if Google Analytics just did this automatically!!<br />
  10. 10. 1. Create a Vanity URL<br />So much for user friendly URLs eh Google?<br />http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578<br />
  11. 11. 2. Create actual URL on site<br /> This does not need to be a page, literally just a URL as it will redirected. This needs to be the same as the vanity URL!!!<br /> Example:<br />http://www.yourwebsite.com/?utm_source=GoogleLocal&utm_medium=LocalBusinessListings&utm_campaign=YourServiceLocation<br />
  12. 12. 3. Insert Vanity URL in LBL <br />
  13. 13. 4. Redirect Vanity URL<br /> Use a 301 redirect (not a 302) to redirect the vanity URL to the appropriate URL <br />
  14. 14. Result – LBL tracking<br />Also breaks down into keywords and ecommerce <br />
  15. 15. E-Commerce Tracking<br />You CAN track revenue even if it’s on a third party site, but it can be quite tricky<br />The Google Analytics ecommerce code:<br />That’s 13 separate pieces of information that it CAN pass on, doesn’t <br />mean you SHOULD use them all!<br />
  16. 16. The “addTrans” Method<br />Two required variables; order id & total. All other variables are optional <br />If your shopping cart doesn’t have a order id use a time stamp<br />
  17. 17. Optional “addTrans” fields<br />The affiliate field is not required and doesn’t show in GA reports but can be used for custom reports and filtering<br />Tax & Shipping appears in transaction report if you have access to these variables<br />City, State & Country field is currently not being used by Google Analytics but is still collected<br />
  18. 18. The “addItem” Method<br />Three required variables; <br /><ul><li>order-id (same as addTrans)
  19. 19. Price (any currency converting has to be handled by ecommerce software)
  20. 20. Quantity </li></li></ul><li>Optional “addItem” fields<br />SKU Number (stock keeping unit number/number of items left in stock)<br />Product Name<br />Category<br />
  21. 21. Add – Track Trans<br />Finally you need to add the “_trackTrans()” demand to send both the transaction and item data to the Google Analytics Server<br />This should be called at the end of the ecommerce code<br />
  22. 22. Look something like this<br />
  23. 23. Tracking Across domains<br />Specific instructions for implementing extra<br />tracking code for across domains:<br />http://code.google.com/apis/analytics/docs/t<br />acking/gaTrackingSite.html<br />or<br />http://is.gd/4iYd3<br />
  24. 24. Double Check<br />
  25. 25. Rescources<br />www.kaushik.net/avinash/<br />www.martijnbeijk.com/ (local)<br />www.vervesearch.com (of course)<br />www.google.co.uk/support/googleanalytics/<br />
  26. 26. Thank You!<br />@lisadmyers<br />Email: lisa@vervesearch.com<br />Web: www.vervesearch.com<br />www.seo-chicks.com<br />www.searchcowboys.com<br />