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Expert Google Analytics

ad:tech, September 2009


By Will Critchlow
Metrics you (should) care about
SEO Usage Taking
metrics metrics action
# pages
receiving Time on site Segment
organic traffic

# unique
Loyalty and Look for
(unbranded)
recency changes
keywords
How to set up
Google Analytics
I know you think it’s easy
Set up some filters
• Don’t forget to keep an unfiltered profile
• You can cascade filters
• Some things you might want to set up filters to
include data about:
Which page of search
results?
Soon we might consistently get ranking too
[click detail / cd – there on some searches]
ACTION: optimise these pages, build links
If you have a report telling you what search phrases
are driving significant traffic / conversions from the
2nd page, you have an action to take.
Real keyphrase
...on broad-match PPC bidding
Referring domain
...finally separate google.co.uk & .com
Universal search results
...understand image search, news search etc.
Customisation
• This is all about things you can do with the
javascript code embedded in your page:
• addIgnoredOrganic
• setCookieTimeout

....mmmmmm cookies
Using Paypal?

NOKey
Send them back to a page such as
example.com?noo=1 and set
setCampNOKey(“noo”) – disables tracking
the referrer (paypal.com) so giving credit to
the original source (e.g. Google)
Rel=canonical
• Consider a profile that aggregates into single
pages
• Sometimes you will need to tell the difference
between instances of a page, so don’t do this
on all profiles
Avoid getting tracking URLs indexed
setAllowAnchor
Last click

Unbranded Search Branded search Direct Referral

ACTION: allocate spend to real ROI areas


Don’t be fooled by all your conversions coming
through direct and branded search traffic.
Last click
First click

Unbranded Search Branded search Direct Referral

ACTION: allocate spend to real ROI areas


Don’t be fooled by all your conversions coming
through direct and branded search traffic.
Visitor

Long-tail organic search Direct visit Branded search

Time

Check for visit cookie, if


not present, setvar with
“organic / <kw>”

The sexy part: first-touch tracking


Visitor

Long-tail organic search Direct visit Branded search

Time

Supersetvar(org:<kw>) Supersetvar(direct) Supersetvar(org:<kw>)

...or even multi-touch tracking


www.excellentanalytics.com
www.excellentanalytics.com
www.excellentanalytics.com
Credits
Thanks to people whose ideas I have used, including:

• Stephen Tallamy at LocateTV.com

• Loren Bast: lorenbast@gmail.com

• John at lunametrics.com

http://delicious.com/willcritchlow/analytics
In conjunction with SEOmoz. Selling out fast:
www.seomoz.org/seminar/series
Sign up for conference calls: www.distilled.co.uk
Sign up for conference calls:
www.distilled.co.uk

Ask me questions:
will@distilled.co.uk

Follow me on Twitter:
@willcritchlow