FDMA: Google Analytics

Google Analytics
Effectively Tracking Your Campaigns

Presented by: Joe Laratro
President, Tandem Interactive

Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive
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Web Analytics

• Latest Features of Google Analytics
• Core Analytics Concepts
• Optimization & Communication Based on
Analytics
• Analytics Homework
• Top Secret Slide

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Quick Credentials

• 12 Years of Pure SEO / SEM
• Yahoo Strategic Provider Program
• MSN Search Council
• MCT – Microsoft Certified Trainer
• Author of the DMA’s Natural SEO Module
• SEOClass Professor
• WebmasterWorld’s Pubcon Advisory Board
• University of San Francisco’s Online Marketing Master’s
Certificate Program
• Former President of SFIMA

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Real Time Analytics

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Real Time Analytics

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Real Time Analytics

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Intelligence Reports

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Linking Multiple Adwords Accounts

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Linking Multiple Adwords Accounts

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Async Snippet

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Async Snippet

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SEO Reporting

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SEO Reporting

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Secure Search

• Nov 2011 – Google Secure Search Obscures Search Query In
Analytics
• Supposed to Only Effect 10%
• Already Effecting Over 20%
• Dreaded (not provided)
• With Google+ Adoption This Is Only Going To Get Worse

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Customized Dashboards

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Social Search

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Social Search

• http://code.google.com/apis/analytics/docs/tracking/gaTrackingS
ocial.html

• _gaq.push(['_trackSocial', network, socialAction, opt_target,
opt_pagePath]);

• FB Like Code:
• FB.Event.subscribe('edge.create', function(targetUrl) {
_gaq.push(['_trackSocial', 'facebook', 'like', targetUrl]);
});

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Core Analytics Concepts

• Bounce Rate
• Key Performance Indicators (KPIs)
– New vs. Returning
– Pages per Visit
– Amount of Organic Keyword Referrals ** Argh **
– Amount of Organic Traffic
• Tracking URLs
– http://www.joe.com/?utm_source=FDMA&utm_medium=PR
EZO&utm_campaign=1-19-12

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Offline Media Tracking / Call Tracking

• Vanity URLs
– 301 Redirect With Source Tracking
• Call Tracking Solutions
– Mongoose Metrics
– If By Phone
– Who’s Calling
– Marchex
• Custom Solutions – Limitless
– Total Protect Concept

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Our PromoID Solution - Offline & Online
Sales Tracking

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Sales Tracking
• var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-
‘X]); _gaq.push(['_setDomainName', '.totalprotect.com']);
_gaq.push(['_trackPageview']); (function() { var ga =
document.createElement('script'); ga.type = 'text/javascript';
ga.async = true; ga.src = ('https:' == document.location.protocol
? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s
= document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s); })();
• _gaq.push(['_setCustomVar',1,'13623','00000', 1]);

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Sales Tracking

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Optimizing Based On Analytics

• Set Of Reports For Client Meetings

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Organic Search Traffic 2011 vs. 2010

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Organic Search Traffic 2011 vs. 2010

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SEO KPIs

• Organic Search Growth 2011 vs. 2010
– Google – 32%
– Bing – 50%
– Yahoo – 30%
• Amount of Traffic
– 201,080 vs. 151,317
• Amount of Keywords
– 51,277 vs. 37,402

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Google Analytics – City Tracking
City Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010 Keywords % Change Sept 2011 Referrals Sept 2010 Referals % Change
Atlanta 349 78 347% 200 70 186% 17 9 89%
Austin 206 99 108% 123 66 86% 12 17 -29%
Baton Rouge 52 15 247% 42 15 180% 9 4 125%
Birmingham 210 182 15% 121 82 48% 11 9 22%
Boise 151 91 66% 72 57 26% 8 2 300%
Charlotte 359 414 -13% 140 146 -4% 16 23 -30%
Chicago 99 57 74% 64 46 39% 19 14 36%
Cincinnati 292 217 35% 152 99 54% 10 7 43%
Columbus 56 0 0% 41 0 0% 8 0 0%
Connecticut 98 49 100% 86 46 87% 12 11 9%
Corpus Christi 82 42 95% 48 31 55% 5 12 -58%
Dallas 462 185 150% 302 117 158% 18 16 13%
Denver 347 412 -16% 175 161 9% 15 7 114%
Fort Myers 110 25 340% 77 25 208% 5 4 25%
City Sept 2011 Searches Aug 2011 Searches % Change Sept 2011 Keywords Aug 2011 Keywords % Change Sept 2011 Referrals Aug 2011 Referals % Change
Atlanta 349 448 -22% 200 251 -20% 17 26 -35%
Austin 206 328 -37% 123 188 -35% 12 13 -8%
Baton Rouge 52 93 -44% 42 72 -42% 9 12 -25%
Birmingham 210 308 -32% 121 140 -14% 11 14 -21%
Boise 151 163 -7% 72 70 3% 8 6 33%
Charlotte 359 229 57% 140 114 23% 16 22 -27%
Chicago 99 116 -15% 64 74 -14% 19 15 27%
Cincinnati 292 442 -34% 152 196 -22% 10 14 -29%
Columbus 56 59 -5% 41 37 11% 8 19 -58%
Connecticut 98 151 -35% 86 122 -30% 12 8 50%
Corpus Christi 82 98 -16% 48 63 -24% 5 8 -38%
Dallas 462 566 -18% 302 300 1% 18 23 -22%
Denver 347 393 -12% 175 179 -2% 15 14 7%
Fort Myers 110 124 -11% 77 99 -22% 5 8 -38%

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Google Analytics - Limitations

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More Optimizing Based On Analytics

• Properly Setup Goals / E-commerce
• Properly Code Analytics For Channel Tracking
• Utilize Conversion Data For Other Channel Optimization
• Examine Other Dimensions Of Conversions
• Customize Reports For Audience
• Customize Reports For Need (Leads + Cost)
• Use Advanced Features Of GA – Filters, Segments, Custom
Variables, Event Tracking

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Web Analytics Best Practices

• Security – BE VERY CAREFUL
• Annotations – Record Major Events

• Weekly Reporting
• Monthly Reporting

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Troubleshooting Assistance!

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Top Secret Slide! No Tweets! No Blogs!

• Google Analytics Segments -> Near Future Google Adwords
Retargeting Method
– Time On Site
– Location
– Browser
– Device
– Amount Of Visits
– Much, Much More Robust Targeting

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Analytics Homework

• Make New Analytics Version Your Default
• Check That Adwords Is Properly Linked
• Link Google Webmaster Tools
• Experiment with (1) Real Time Beta, Custom Variables, Custom
Reports, Social Engagement
• Create a Custom Dashboard for 2 Audiences
• Identify Your KPIs
• Schedule Weekly Reviews of Intelligence Reports

** Watch for Email Reports, PDF Reports, & Other New Features

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Pubcon Paradise, February 12-14, 2012

20% Discount Code:jl-3856020

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Thank You!

Tandem Team – We are the Mover of Websites!
Chris Rodman – PPC
Sara Ayala - PPC
Mona Cohen - SEO Copywriter
Erika Thomas - SEO Copywriter, Link Builder
Linda Kempin – SEO Copywriter
Martin Herrera – Link Builder
Lauren Demarco – Customer Care
Bill Gilliland – Local Search

“The SEO Diet” PPT or White Papers
Live weekly classes for University of San Francisco

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