Google Analytics: What’s New?Find Actionable Business InsightsUsing Newly Available ReportsWorking Around Keyword ‘Not Provided’Conversion Tracking & Funnel DataLeveraging Advanced Segments

By Kate Hamilton-Miller

Search Smart Marketing• Mission

▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology.

• Search Engine Optimization (SEO)

• Paid Search Advertising

• Local Search Optimization

• Social Media Marketing

• Review Monitoring & Management

• Mobile Advertising & SEO

• Video Optimization

• Display/Banner Planning & Placement

Kate Hamilton-Miller• Graphic Design, PR Writing

Background

• Started Digital Marketing, 2004

• Joined Search Smart in 2008

• Certifications▫ Google▫ Bing▫ Social Media

• Memberships▫ SEMPO▫ National Association of Professional

Women (NAPW)▫ Women Centric

Analytics Lingo• Tracking Code

▫JavaScript placed on each page of your site

• Tracking URL▫Web Address of the page on your site you want to

direct visitors to + relevant marketing info

• Campaign▫Marketing initiative; Email Blast; Paid Search Ads

• Traffic Source▫A website or external link sending visitors to your

site

Analytics Lingo• Channel

▫ A group of traffic sources Google feels share similar attributes Direct to Site Organic Search Referral Email Paid Search Other Advertising Social Display

• Conversion▫ Specific action on your website that you would like a visitor to

take. This action has transactional or informational value. Filling out a Contact Us form Signing up for a Newsletter Completing a purchase

What Can Analytics Track?

•Visitors to your site▫Where did they come from?▫What do they do once they reach your site?▫Are they converting?▫Has the visitor been to your site more than

once?

•Marketing Initiatives▫Pay-per-click (Google, Bing, LinkedIn)▫Display▫Email▫Social Media (Facebook, Twitter)

New Analytics Dashboards & Names

Formerly Traffic Sources

Formerly Content

Google Hummingbird Algorithm Update

Image: Relevance.com

Google Moves to Secure Search

‘Not Provided’ Organic Search Data• October 2011: ‘Not Provided’ begins to appear

▫ Withholds data associated with secure search

• March 2012: Searchers on Google properties (not Google.com) are routed through secure search

• July 2012: Firefox 14 launches with Google secure search for all searches

• September 2012: Safari in iOS6 begins using Google secure search.

• January 2013: Chrome moves to secure search

• September 2013: All Google searchers routed through secure search

‘Not Provided’ Organic Search Data

‘Not Provided’ Organic Search Data•% of traffic reported as ‘not provided’

varies by industry and target audience

•An August report found on average 49% of traffic was reported as ‘not provided’

•Since Google’s move to secure search in September, ‘not provided’ covers 75%+ of traffic

Organic Search Keyword Insight•Webmaster Tools

‘Not Set’ Paid Search Keyword Data

Acquisition > Keywords > Paid

‘Not Set’ Paid Search Keyword Data•Click into (Not Set) and select Source

from the Secondary Dimension dropdown

Acquisition > Keywords > Paid

‘Not Set’ Paid Search Keyword Data•Update tracking URLs so that Medium=cpc

•Must be lower case

•http://www.yoursite.com?▫utm_source=Find+Gift▫utm_medium=cpc▫utm_term=gift+club▫utm_campaign=Christmas

Conversion Tracking

•Online Purchase▫ecommerce

transaction

•Micro-Conversion▫Visits to Contact Us

•Contact Actions▫Form Submission▫Newsletter Sign-up

•Downloads▫White Paper▫Brochure

•Site Engagement▫Pages per visits▫Time on site

•Social Engagement▫Blog comment

Creating A Conversion Funnel

• Log into Analytics & click admin button• Select your profile (www.website.com)• Goals tab• Click Create A Goal button

▫Or select a goal you wish to edit• Enter Goal Description• Add URL of conversion page under Goal

Details• Turn Funnel button on• Enter each step of the conversion process

you wish to track• Note whether a step is required

Creating A Conversion Funnel

Click Admin Button

Select Website Profile

Creating A Conversion Funnel

Select One to Begin Funnel

Creating A Conversion Funnel

Assisted Conversions

Top Conversion Paths

Advanced Segments

Advanced Segments

Creating A Custom Segment

www.341studios.com

Creating A Custom Segment

www.341studios.com

Creating A Custom Segment

•Log into Analytics & click into your profile•Select Advanced Segments•Select New Custom Segment•Name your segment (Be specific)•Define what you are looking for using

dropdown menus with and/or statements•Test to make sure all data is pulling

appropriately•Save segment

New Report: Acquisition Overview

New Report: Acquisition Channels

Thank You!

Kate Hamilton-Millerkhamilton@isearchsmart.com@KateHMillerQuestions or Suggest A Topic: Use #SSMGA

Search Smart Marketingwww.isearchsmart.com

@iSearchSmartFacebook.com/SearchSmartMarketing

Google Analytics Setup

•Free account▫www.google.com/analytics

•Link to AdWords▫Adwords.Google.com

•Webmaster Tools Integration▫www.google.com/webmasters/tools

•Define Goals and Conversion Funnels

USE THE SAME LOGIN

ACROSS ALL

GOOGLE PRODUCT

S

Analytics Tracking – Tag Everything!

• What ▫Pay-Per-Click (CPC)▫Email▫Social Buttons, Posts▫Display

• How▫AdWords Auto-Tagging

▫Tracking URL Generator SEARCH: Google Analytics Tracking URL

Builder http://support.google.com/analytics/answer/10

33867?hl=en

AdWords Auto-Tagging

• Login to AdWords• My Account > Preferences• Edit, Check Destination URL Auto-Tagging• Save Changes

AdWords Auto-Tagging