CAT | Google Analytics
When we initially take on a new client, one of the first things we always check is to see if Google Analytics has been correctly implemented. We regularly see websites which have the Google Analytics Tracking Code (GATC) implemented incorrectly. You will be amazed at some of the scenarios including only adding half the code, or only adding the code to a selection of pages.
Very often if the Analytics Account isn’t recording the data it is normally due to the tracking code not being implemented correctly on every page. It needs to be every page otherwise nothing will be recorded. Don’t forget to add the code to your 404 page so you are able to monitor how often your error page is shown.
No Tracking Code = No Data!
EpikOne have created a great tool called SiteScan which will scan all the pages on your site to check to see if the code is present and correct. At the end of the scan a spreadsheet is provided which shows all the pages which are either missing the code or where there are errors.
It is important to regularly check that the JavaScript code for Google Analytics is still implemented correctly. If you see your own domain appearing in the Referring Sites report then this can be an indication that not all your pages have the code. If you do see your own domain name appearing then it is advisable to investigate further.
Source: Implementing Google Analytics
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The multi-dimensional graph which brings your data to life before your eyes.
Have you had a chance to use the new Motion Charts feature in Analytics? I would recommend you spend some time reviewing your Motion Charts in your Google Analytics Account to obtain an understanding of the patterns of your traffic and conversions.
Motion Charts allows you analysis and visualise the data in five different dimensions:
- x-axis
- y axis
- time
- colour of bubble
- size of bubble
By reviewing the data over time you are able to identify trends and patterns which you may not be able to identify in a more traditional number and table format. The use of trails enables you to see the trend developing over time and very quickly any emerging trends are highlighted.
It is important you understand what you are trying to achieve by using Motion Charts, as it can be very easy to get lost in the data.
With Christmas approaching, Motion Charts are a very fast and effective way to remind you about last Christmas’s seasonal trend. By setting the time ranges you can look back over last year’s Christmas activity and see over time which keywords performed well as a consequence of new or returning visitors. Remember this may not necessary be the one which delivered the highest amount of traffic or the highest number of transactions. By expanding upon these keywords you can make them work better for you this year.
For more information on how to set up this Motion Charts see the Google Analytics Help.
Alternatively take a look at the Motion Chart Video on the Google Business Channel on YouTube for more information.
Source: Motion Charts – Data Brought To Life
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Does your email marketing and Google Base traffic get mixed up with your direct, referral and organic traffic?
In today’s modern, online world where return on investment (ROI) is at the centre of all spending decisions, it is essential that you are able to separate all of your marketing activities in Google Analytics.The Google URL Builder enables Marketing Managers and Webmasters to create individual tracking URLs for different marketing activities.
By entering your identifiers in the correct fields and then clicking on Generate URL. This will provide you with a URL which will be tracked in the Traffic Sources Report in Google Analytics. Please note that the minimal amount of data required includes, Source, Medium and Name. Of course you are able to expand this to include Term and Content
For example, if you wanted to track an email marketing campaign you would enter the following:
Campaign Source – newsletter
Campaign Medium – email
Campaign Name – oct09 (this can be changed so you can identify different newsletters)
This would generate the following URL – http://www.yoururl.co.uk/?utm_source=newsletter&utm_medium=email&utm_campaign=oct09
Of course, the URLs don’t just have to be for your Home page. The URL builder can be used to identify traffic from Google Base. At present, Google Base traffic gets mixed up with organic traffic but by adding the identifier on the URL this will separate the traffic and enable you to see how many sales have been as a result of Google Base.
For example, for Google Base:
Campaign Source – google
Campaign Medium – base
Campaign Name – version1
Generated URL: http://www.yoururl.co.uk/product1.html?utm_source=google&utm_medium=base&utm_campaign=version1
If your site is an e-commerce site, you are also able to view which products and the value of orders which each source has delivered.
This Christmas if you are considering expanding your marketing channels, use the URL builder to ensure that your efforts aren’t wasted and work efficiently for you.
The URL Builder can be found in the Google Analytics Help.
Contact us if you would like us to analyse your traffic sources through your Website Analytics.
You might be interested in the following related posts:
Source: Google Analytics: URL Builder
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Last week, Google released the latest wave of updates to Google Analytics. New functionality includes:
- Up to 20 goals per profile
- Engagement Goals including Time on Site and Pages/Visit
- Expanded mobile reporting to enable you to see how mobile users interact with your site.
- Advanced analysis features allows you to add a secondary dimension to the reports.
To find out more check out the videos on the Google Analytics Blog.
Google Analytics has also become intelligent. Analytics Intelligence can be set up to notify you when something occurs in your data patterns for example a traffic surge. This will allow you immediate identify the issue and find out what needs doing.
In addition, all of the above multiple custom variables have been included within the tracking API making it easier to share Custom Reports and Advanced Segments.
Over the next couple of months we will be looking at the new features in more depth and showing you how your website can benefit from them.
For now, you can get to understand a little bit more about the updates at the Google Analytics Blog, which has a range of videos to explain the new features.
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23
What is the difference between Conversion (Many-per-Click) and Conversion (1-Per-Click)?
0 Comments | Posted by andy in Google Analytics
In April, a new conversion column started appearing in AdWords reports and eventually the main AdWords homepage; it was called “Conversions (many-per-click)” and the old Conversion column was changed to “Conversions (1-per-click)”. This was done with no real fanfare at the time, especially considering the importance of the column. But what is “many per click” and is it better than plain old conversions?
Conversions (1-per-click)
Conversions (1-per-click) count a conversion for every AdWords ad click resulting in a conversion within 30 days. This means if more than one conversion happens following a single ad click, conversions after the first will not count.
Conversions (many-per-click)
Conversions (many-per-click) count a conversion every time that a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click.
In other words, one click can now record multiple conversions.
So let’s break this down with examples:
Let’s say you have a Google AdWords campaign which you have conversion tracking set up for the sale of a product, a contact form enquiry and a newsletter sign up. These are pretty normal methods for collecting conversion data.
Before the conversion tracking changed, if a user found your site through Google AdWords bought something, signed up to your newsletter and filled out your contact form this would count as only one conversion.
But now if that happened it counts as three conversions, which it should.
So this is brilliant right? We get to see exactly how our visitors are converting and the data is more of a true value. Well no, not always unfortunately. The new conversion method can be skewed and very easily at that.
Take this example. A person clicks on your ad text and joins your newsletter, whilst on the converting page they refresh their browser. According to AdWords that is two conversions.
How about another example? A person comes to your website and contacts you via the form on your site which you have conversion tracking set up on. Unfortunately you fail to contact them back (I’m sure this does not apply to anyone reading this, obviously this is hypothetical). Three days later they come back to the site and fill out the contact form again to follow up their previous enquiry. Because of the 30 day tracking, this is classed as another conversion.
One more example. Someone buys something from your website which triggers a conversion. They then browse through your site more but hit the back button and land on your landing page. This again is classed as a secondary conversion.
Another factor that the new conversion tracking brings up is the Cost per Conversion and Conversion Rate. These now have the opportunity of changing drastically for each method, a 50% conversion rate can now become 100% very easily and £1 Cost per Conversion can become £0.50. This is a big difference, especially when running into big numbers.
So do you just ignore the (many-per-click) column then? Of course you don’t, in the same way that when looking at the (many-per-click) column you should not ignore the (1-per-click) column; you have to use them together along with any other reporting method you have.
Essentially you shouldn’t just rely on Google AdWords to tell you how many conversions you’ve received; instead you should use your analytics package and compare it with the data you can see on AdWords. If things look as though they are wrong then look into it. If your (many-per-click) conversions are triple that of your (1-per-click) conversions then don’t just take it at face value and pat yourself on the back for your high conversion rate, investigate it and see if it is right.
Most of all look at both columns all the time and use them concurrently to achieve a successful AdWords campaign.
Further reading from Google’s official help site: What is the difference between conversions (1-per-click) and conversions (many-per-click)?
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