Index []290 Social Media Metrics For Dummies Analytics service (Google) (continued)...

Index

• Numbers •+1 button, using in Google+, 183+1 shares, analyzing, 97404 Not Found page, sharing, 162

• Symbols •- (hyphen) search operator, 21” (quotes) search operator, 21

• A •A/B testing

calls-to-action, 192page placement, 191–192performing, 58, 160–161

acceptance, reaching state of, 72–73action testing, 102actions response, 11Adams, Douglas, 20advertising, best practices, 67AdWords

Dimensions, 83Keyword Tool, 31linking with Analytics, 116tracking TV ad campaigns, 185using with Google Voice, 182

AffectCheck mood metrics, 262Agency Platform white label, 169–170

client login, 170content generation, 170local and national plans, 169monthly costs, 169

Altimeter Group metrics service, 265–267analytics

advanced, 98competitive intelligence, 14crowdsourcing, 14

customer service, 14defi ned, 105focus groups, 14getting on codes, 53versus metrics, 13predictive, 272–273qualifying leads, 14sales generation, 14tracking, 13–14tracking infl uence, 14

Analytics SDK, 221–224for Android, 223–224Android version, 222bug reporting, 222feature requesting, 222iOS version, 222for iPhone, 224Mobile Playground, 222Tracker Library, 222

Analytics service (Google). See also Google AdWords

% Change snapshot, 40Actions column, 40adding to WordPress blog, 78–79adding user ID to YouTube, 181adding users to, 144–145advanced features, 79–81alerts, 146annotations, 238Avg. Time on Site, 40backups, 71benefi ts, 276bounce rate, 40, 42Campaigns information, 44classes and features, 37combining KISSmetrics, 158–160Completed Goals, 40custom alerts, 146custom reports, 145

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290 Social Media Metrics For Dummies

Analytics service (Google) (continued)

Dashboard/Website Profi les, 40Data Feed API, 206defi nition and measurement

spreadsheet, 206–215Dimensions, 83event tracking, 198–199features, 17, 276goal setting, 129graph of new website, 66In-Page Analytics tool, 79–80, 107–108installing, 37–39interface, 36JavaScript code for websites, 38Keyword Report, 160keywords, 43linking to AdWords, 129Name column, 40Overview, 39–40page load times, 178page speed API, 178plug-in for WordPress blog, 78–79reports, 71, 145Reports column, 40Scripts Editor, 206Segmentation metric, 44social, 97Social Action report, 98Status section, 40tracking mobile activity, 114tracking profi le level, 186traffi c overview, 154Traffi c Sources, 42–43Visitor Flow view, 108, 112, 130, 236Visits section, 40visualizing data in, 276white label option, 168–169

AndroidGoogle Analytics SDK, 223–224SDK, 114SDK Manager Log, 222

anger, dealing with, 68–69annotations, making, 238

Apple SDK, 114applying metrics. See also metrics

growing business, 57–59increasing sales, 59–60pursuing competitive intelligence, 55–57

Attensity metrics service, 269–270LARA training, 270sentiment analysis graphs, 269Social Analytics Suite, 269

attention patterns, tracking, 111–112attention response, 10attention testing, 103audience. See also customers

identifying, 75targeting content for, 188

audio contentBlubrry service, 93hosting, 94libsyn service, 93metrics of, 93Podtrac service, 93

audio metrics, tracking, 93–95augmented reality, use by Starbucks,

58–59AuriQ mobile metrics, 117averages, benefi ts of, 244Awaken Your Superhero, 187AWStats log analyzer, 282–284

• B •backing up sites, 68backup plan, creating, 70–71Backupify tool, 71–72badges, tracking, 16bandwidth, defi ned, 105BatchBook CRM, using, 76Best Buy metrics, 59big brands

Ford, 232Honda, 240Oracle, 233Starbucks, 233


291291 Index

Target, 234, 240Toyota, 240Yahoo!, 233

Bing calls-to-action, 197Bit.ly metrics tool, 47–48black, using for calls-to-action, 191black-hat SEO tactics, use of, 150blogs. See also WordPress blog

hosting, 77installing Google Analytics on, 37–38platforms, 67

Blubrry service, using with audio, 93blue, using for calls-to-action, 190Bluehost hosting plan, signing up for, 77Boolean search operators, 21Booshaka Facebook-related tool, 24bounce rate, 42

defi ned, 106Keyword Report, 161soft versus hard, 121

brain scanning tools, 252brand advocacy, rewarding, 143brand awareness, explained, 29brand management, 46branded versus nonbranded traffi c, 238brands

advanced segmentation, 155–158Campaigns piece of pie, 154–155comparing, 30marketing efforts, 154pie elements, 154–155referral source data, 154Search piece of pie, 154–155

browsers, switching, 56Buffer, advice about, 35, 49business

fi nding and getting, 160–162generating from metrics, 245growing, 57–59objectives, 106relationships, 263solving sales and retention problems,

271

button text, composing, 192–193buttons, placing for calls-to-action,

191–192

• C •calendar

tracking, 253using, 87

calls-to-actionA/B testing, 192adding, 239applying metrics to, 196–199best practices, 194–196Bing, 197building, 189–193button text, 192–193clarity, 190click to submission, 197click-through, 196–197colors, 190–191combining Keyword Report with, 160combining with goals, 161contrasting color, 195Daily Mile example, 193ease of action, 196event tracking, 198–199forms, 190gonnasphere example, 195Human Design example, 193Marriott Hotels, 197number per landing page, 200placement, 191–192positioning, 194redesigning, 201sales funnel, 198secondary actions, 195sense of urgency, 196SERPs (Search Engine Results Page), 197setting expectations, 196setting up, 198–199sizing, 194testing, 194



calls-to-action (continued)

tracking, 128using, 132view to submission, 197white space, 195–196

Campaign Monitor white label, 173–174billing management, 173–174PayPal option, 173

campaigns, PPC (pay-per-click), 102–103Campaigns information, getting in

Google Analytics, 44casual connections, tracking online, 77–81casual engagement, value of, 76cause marketing, use by Starbucks, 58charlatans, identifying, 149check-ins services, using, 132–133Chrome extensions

Page Speed Test, 178using, 57

click percentages, looking at, 192click tracking, 109click-through, applying to calls-to-action,

196–197Clicky freemium service

Big Screen view, 280features, 44–45, 278–280real-time analytics, 278–279Spy view, 279tracked reports, 278–279white label version, 167–168versus Woopra, 44

code, learning how to, 93. See also Paste This Code window

Codeacademy interactive game, 262website, 93

codes, getting analytics on, 53. See also tracking codes

Colbert, Stephen, 33collateral

calls-to-action, 132hashtags, 131–132landing page, 131

making the ask, 132measuring, 131–132QR Codes, 132

Collier, Mack, 142color reference guide

black, 191blue, 190green, 190orange, 191pinks, 191purples, 191red, 190–191yellow, 190

color wheelcontrasts, 191using for calls-to action, 190

comment systems, social sharing feature, 92

community response, 11Compete metrics tool, features, 278competitive intelligence, 14, 55–57Constant Contact e-mail marketing

service, 119–120content

audio, 93best practices, 90comfort zone, 90comment systems, 92descriptions, 90fi ne-tuning, 111hosting videos, 91images, 92layering, 93medium, 90metrics, 92–93multimedia, 95PDFs, 93permalinks, 92photos, 92sharing, 90–91, 95–98, 188tag words, 90targeting for audience, 188titles, 90


293293 Index

Top Content Report, 161tracking, 92–93URL shorteners, 91

conversationsdefi ned, 106paying attention to, 240

conversion rate, increasing for e-mail metrics, 122

converting and tracking, 107–109cookies, using, 186–187Crazy Egg eye-tracking metrics, 284–285

Confetti feature, 285Heatmap feature, 285monthly plans, 284Overlay feature, 285reports, 285Scrollmap feature, 285

CRM (customer relationship management), 76, 186–187

Crowdbooster service, 23, 28crowdsourcing, 14.csv fi les

sending reports as, 71using with listening dashboards, 86

customer experience analytics, measuring, 271–272

customer feedback, measuring, 240customer service, 14customers. See also audience

determining persistence of, 160identifying, 104meeting content needs, 161reaching, 160understanding, 109

CustomScoop service, 46

• D •daily metrics, tracking, 31–32Daily Mile call-to-action, 193dashboard, accessing, 41. See also

listening dashboard

data. See also metrics data, sorting accuracy of, 188comparing across time, 110

data analysis servicesAltimeter Group, 265–267Forrester Research, Inc, 265–267

data gathering, improving, 150–151data quality, evaluating, 143data report, example of, 72–73date metrics, applying to calendar, 87dayparting

defi ned, 106example, 107

Daytum statistics, 262denial and isolation, battling, 66–68depression, overcoming, 70DIY metrics versus metrics systems, 88domain name

choosing, 12purchasing from Bluehost, 77using, 67

download tracking, 95, 236–237driving data, tracking, 257

• E •e-mail, applying metrics to, 12e-mail lists, segmenting, 122e-mail marketing services

Constant Contact, 119–120MailChimp, 119WhatCounts, 119–120

e-mail metrics, 102, 253–254bounce rate, 121click rate of links, 121conversion rate, 121–122cost of clicks, 121forwards, 123growth of campaign lists, 121increasing conversion rate, 122MailChimp, 118measuring, 120–122



e-mail metrics (continued)

newsletter growth, 121open rate of campaign, 121opened e-mail versus clicks, 121shared campaigns, 123size of e-mail list, 120social shares, 123subscribers, 120, 123tracking, 118–123tracking infl uence, 123tracking reach, 122–123unsubscribers, 120, 123

Empire Avenue, 143The Energy Detective (TED), 258energy use, metrics for, 258–260engagement calendar, compiling, 87enterprise-level measurement, 81–82event tracking, 198–199

Action, 199, 105Category, 199including on landing pages, 201Label, 199

eye tracking, 109, 284

• F •Facebook

analytics, 95Insights, 95metrics tool, 136

Facebook-related toolsBooshaka, 24ShortStack, 24Tribemonitor, 24

false metrics. See also metricspreventing, 144–146recognizing, 141–142

feed metrics programs, 111FeedBlitz feed metrics program, 111FeedBurner feed metrics program, 111feeds, fi nding metrics of, 110–111Felton, Nicholas, 254, 262

Fiesta campaign, 232fi nance, metrics of, 255–256FindPeopleOnPlus, Google+ third-party

tool, 27fi re hose

explained, 20, 216–217Target’s use of, 234

Fitbit fi tness metrics, 249–251fi tness, metrics of, 249–251Flickr. See also photos, best practices

metrics of photos, 94versus Picasa, 95

Flurry mobile metrics, 225focus groups, 14follower count, looking beyond, 18foot traffi c

measuring, 132–134signage, 132–133

Ford’s metrics, 232ForeSee metrics service, 271–272

customer experience analytics, 271interface, 272SessionReply tool, 271

form fi elds, attaching information to, 186–187

Forrester Research, Inc. metrics service, 265–267

foursquare tool, using, 61, 132–133, 135freemium service model, 21, 44–45frustration, dealing with, 68–69future metrics trends, foreseeing,

244–245

• G •gaming the system, 149–150gas purchases, tracking, 257geolocation applications, use by

Starbucks, 58Gist metrics tool, 47global metrics, gathering, 54–55. See also

metrics


295295 Index

goal setting, 128–129assigning monetary value, 129calls-to-action, 128defi ning funnel, 129

goalsaccessibility, 215–216breaking down, 215–216clarifying, 206defi ned, 106defi nition and measurement, 206–215examples, 205fi ne-tuning, 204–205future, 216–217getting input, 216versus hopes and dreams, 205including on landing pages, 201making achievable, 206predicting changes, 216–217setting, 202–203sharing data, 216specifying, 205tracking on spreadsheets, 28–30, 206

gonnasphere call-to-action, 195Google AdWords

Dimensions, 83Keyword Tool, 31linking with Analytics, 116tracking TV ad campaigns, 185using with Google Voice, 182

Google Analytics. See also analytics% Change snapshot, 40Actions column, 40adding to WordPress blog, 78–79adding user ID to YouTube, 181adding users to, 144–145advanced features, 79–81alerts, 146annotations, 238Avg. Time on Site, 40backups, 71benefi ts, 276bounce rate, 40, 42

Campaigns information, 44classes and features, 37combining KISSmetrics, 158–160Completed Goals, 40custom alerts, 146custom reports, 145Dashboard/Website Profi les, 40Data Feed API, 206defi nition and measurement

spreadsheet, 206–215Dimensions, 83event tracking, 198–199features, 17, 276goal setting, 129graph of new website, 66In-Page Analytics tool, 79–80, 107–108installing, 37–39interface, 36JavaScript code for websites, 38Keyword Report, 160keywords, 43linking to AdWords, 129Name column, 40Overview, 39–40page load times, 178page speed API, 178plug-in for WordPress blog, 78–79reports, 71, 145Reports column, 40Scripts Editor, 206Segmentation metric, 44social, 97Social Action report, 98Status section, 40tracking mobile activity, 114tracking profi le level, 186traffi c overview, 154Traffi c Sources, 42–43Visitor Flow view, 108, 112, 130, 236Visits section, 40visualizing data in, 276white label option, 168–169



Google Analytics Premium24/7 support line, 169account manager, 169annual cost, 168benefi ts, 169certifi cation badges, 168

Google Analytics SDK, 221–224for Android, 223–224Android version, 222bug reporting, 222feature requesting, 222iOS version, 222for iPhone, 224Mobile Playground, 222Tracker Library, 222

Google Insights toolThink With Google, 31using, 30–31

Google++1 button, 183pinpointing moment of traction,

187–188Ripples platform, 96Ripples tool, 188shared content metrics, 96URL example, 187

Google+ third-party toolsFindPeopleOnPlus, 27SocialStatistics, 27

graphicsalt tags, 92applying metrics to, 12best practices, 92

green, using for calls-to-action, 190green causes, StepGreen app, 259gurus

Kaushik, Avinash, 149Paine, K.D., 149Penn, Christopher, 149

• H •hashtags

mobile metrics, 227use in sales, 60using, 131–132

health, metrics of, 251–252hidden metrics, using, 93history

noticing, 32viewing, 110

Honda example, 240HootSuite

analytics, 76reports, 76

hosting. See also web hostingaudio content, 94blogs, 77PDFs, 91photo blogs, 94–95presentations, 91on Tumblr, 94videos, 91

HTTPS error log data, tracking, 284Human Design call-to-action, 193hyperlocal metrics, 52, 54hyphen (-) search operator, 21

• I •idle session tracking, 237image recognition, tracking, 246imagesalt tags, 92applying metrics to, 12best practices, 92

infl uence, tracking for e-mail metrics, 123infl uencers

fi ltering out, 18response, 10


297297 Index

InMaps online connections, 263In-Page Analytics, using, 107–108interest response, 10–11iOS Developer, downloading, 224IP address fi ltering, 237IP tracking, 236iPads. See mobile metricsiPhone, using Analytics SDK with, 224isolation and denial, battling, 66–68

• J •JavaScript code, copying for Google

Analytics, 38JitterJam mobile metrics, 117

• K •Kaushik, Avinash, 31–32, 149KD Paine & Partners metrics service,

267–268key performance indicators (KPIs),

104, 106Keyword Report

bounce rate, 161meeting content needs, 161revealing customers’ searches, 160using in Analytics, 160

keywordscomparing, 30Google Analytics, 43importing, 126keeping mind map of, 126patterns, 126–127

Kickstarter metrics tool, 136KISSmetrics

combining with Analytics, 158–160cost per month, 159features, 159, 277free trial, 159people tracking, 159–160setup time, 159widgets, 277

Klout service, 15–16, 18advice about, 35, 49limitations, 68–69versus PeerIndex, 27–28surface metrics, 142–144

Kontagent mobile metrics, 117, 225

• L •landing pages

calls-to-action, 200creating, 200–201event tracking, 201goals, 201versions, 192

LARA (Listen, Analyze, Relate, Act), 270layered metrics

gathering data, 150–151reaching goals, 151–152

learning, metrics of, 261–262libsyn service, using with audio, 93lies, tracking, 246LinkedIn

analytics, 25–26InMaps online connections, 263

linking to sources, 92links, using, 67. See also permalinks, usinglistening dashboard. See also

dashboardadding widgets, 84–85creating, 83–86spreadsheet for, 86

listening frequency, 109listening response, 11listening time, maximizing, 109live chat

measuring, 235–236opening for radio shows, 239

live help, measuring, 235–236local search results, leveraging, 61Localytics metrics service, 270log analyzer, AWStats, 282–284



• M •macro conversion, defi ned, 106Magnitude Media site design test, 80–81MailChimp e-mail marketing service,

118–119marketing efforts, evaluating, 154Marriott Hotels call-to-action, 197measurements, 103

enterprise-level, 81–82evaluating, 17–18local versus global, 55sticky results, 18

measuringeverything, 68organic relationships, 76

medical issues, tracking, 246MeetingBurner application, 260–261meme, defi ned, 180metric applications

e-mail, 12images, 12offl ine tools, 13online tools, 13social networks, 13website, 12

metric of reach, use in sales, 60metrics. See also applying metrics; false

metrics; global metrics; social media metrics; surface metrics

applying, 238–239applying to shifting conditions, 33assessing, 241–242average number of referrals, 245averages, 244baseline for campaigns, 14–15, 52bulletproofi ng, 130–131calibrating, 33comparing, 241comparison view, 110conversation about brands, 240creating business from, 245

current versus future, 242customer feedback, 240download tracking, 236–237e-mails, 253–254energy use, 258–260evaluating, 144explained, 9–10fake, 144–146fi nance, 255–256fi nding for feeds, 110–111fi tness, 249–251health, 251–252hidden, 93hyperlocal, 52, 54identifying strengths, 240idle session tracking, 237integrating with CRM, 186–187IP address fi ltering, 237layered, 150–152learning, 261–262live chat, 235–236live help, 235–236month-to-month view, 110NPR (net promoter score), 245outliers, 242–244productivity, 260–261Quantifi ed Self, 254real-time, 162–163referral rate, 245refi ning, 241relationships, 262–263resale cycles and values, 240schedules, 253–254scope tracking, 241search traffi c, 238simplicity of, 20studying, 32thinking outside box, 238–240tracking, 29, 70tracking daily, 31–32travel, 256–257two-way, 89use by organizations, 81–82


299299 Index

uses of, 76–81using in competition, 56value tracking, 241visitor fl ow, 236

metrics charlatans, identifying, 149metrics codes, 111–112metrics data, sorting, 111. See also datametrics gurus

Kaushik, Avinash, 149Paine, K.D., 149Penn, Christopher, 149

metrics historynoticing, 32viewing, 110

metrics ideasFord, 232Honda, 240Oracle, 233Starbucks, 233Target, 234, 240Toyota, 240Yahoo!, 233

metrics mistakes, avoiding, 141–142metrics patterns, 111–112. See also

patternsmetrics pitfalls, avoiding, 146–149metrics protocols

action testing, 102attention testing, 103developing, 102permission testing, 104roadmap testing, 104–105value testing, 103–104

metrics services. See social metrics services

Altimeter Group, 265–267Attensity, 269–270ForeSee, 271–272Forrester Research, Inc., 265–267KD Paine & Partners, 267–268Localytics, 270Mu Sigma, 271Salesforce, 273–274

SEOmoz Pro plus Distilled, 268–269Yottamine, 272–273

metrics sourcesfoursquare tool, 61identifying, 60–61

metrics systems versus DIY metrics, 88metrics tools

AWStats log analyzer, 282–284best practices, 69Bit.ly, 47–48Clicky, 278–280Compete, 278Crazy Egg, 284–285CustomScoop, 46Facebook, 136foursquare, 135Gist, 47Google Analytics, 275–276Kickstarter, 136KISSmetrics, 277Mint, 47Mint PHP tool, 286–287Mixpanel, 287–288PayPal, 136PeerIndex, 136PeopleBrowser, 47SlideShare, 136SocialBro, 280–282ThinkUp, 47–48ThinkUp open-source tool, 285TripAdvisor, 136Twitrratr, 127Woopra, 47Yelp, 135YouScan.me, 137YouTube, 137

metrics trends. See also tracking; trendsimage recognition, 246lies, 246medical issues, 246safety issues, 246voice patterns, 246

micro conversion, defi ned, 106



microtimes, using in UNIX time stamps, 187–188

miles, tracking, 257mind mapping keywords, 126Mint PHP tool, 47

features, 286–287pepper, 286–287versus Radian6, 70widget view, 286

Mint.com monetary tool, 255mistakes, avoiding, 141–142MIT coding resources, 93Mixpanel, 287–288

funnels, 287reporting tools, 287

mobile app metricsFlurry, 225Google Analytics SDK, 221–224Kontagent, 225Localytics service, 270SaaS (Software as a Service)

options, 225TapMetrics, 225–226

mobile metricsaccessibility, 228app promotion, 227AuriQ, 117best practices, 226–228delivering, 229–230demographic data, 227ecommerce fi gure, 115funnel, 226hashtag use, 227JitterJam, 117Kontagent, 117linking AdWords and Analytics, 116location, 227marketing campaigns, 229Mixpanel tool, 287–288navigation of app, 227Radian6, 117Sysomos, 117text messages, 229

tracking, 113–117tracking phone calls, 181–182Trendslide, 117, 230usage example, 116use of app, 227

mobile use of website, tracking, 228–229moment of traction, pinpointing, 187–188monetary tools

Mint.com, 255MoneyBook, 255–256

MoneyBook tool, 255–256Monty, Scott, 232moods, gathering data on, 262Morning Coach personal evaluation

system, 263Mu Sigma metrics service, 271multimedia content, bandwidth metric, 95

• N •noise-to-signal ratio, 143noisy users, rewarding, 143notes, making, 238NPR (net promoter score), 245

• O •OAuth services, benefi t of, 18offl ine marketing

QR Codes, 184–185referral URL, 185tracking, 183–186

offl ine sources, tracking, 46offl ine tools, applying metrics to, 13on the fl y listening, shifting, 33one-site metrics, 17online sources, tracking, 46online tools, applying metrics to, 13open source, defi ned, 285opt-in, defi ned, 106Oracle’s metrics, 233orange, using for calls-to-action, 191organic relationships, measuring, 76


301301 Index

outlierscause of, 244defi ned, 242eliminating, 243errors associated with, 243evaluating, 244–245extreme, 243types, 243

• P •page 2 or 3 click, explained, 160page load times

content metrics, 179technology type, 179tracking, 177–179traffi c source, 179visitor metrics, 179

page placement, A/B testing, 191–192pages, monitoring performance of, 161Paine, K.D., 149Paste This Code window, accessing, 38.

See also codepaths and patterns, looking at, 130patterns. See also metrics patterns

in keywords, 126–127looking for, 87and paths, 130

PayPal metrics tool, 136PDFs

hosting, 91tracking metrics, 93

PeerIndex metrics tool, 27–28, 136Penn, Christopher, 149, 187PeopleBrowser metrics tool, 47performance

measuring, 33of pages, 161roadmap testing, 104

permalinks, using, 92. See also linkspermission testing, 104Personal Reports, 254–255Pheedo feed metrics program, 111

phone callsgetting data on, 181–183third-party solutions, 182–183

photo blogs, hosting, 94photo metrics, tracking, 93–95photos, best practices, 92. See also FlickrPHP tool, Mint, 47Picasa versus Flickr, 95picturesalt tags, 92applying metrics to, 12best practices, 92

pink, using for calls-to-action, 191Podtrac service, using with audio, 93PPC (pay-per-click)

campaign, 102–103defi ned, 106

predictive analytics, Yottamine product, 272–273

presentations, hosting, 91privacy, safeguarding, 18productivity, metrics of, 260–261Progressive Insurance, 53protocols

action testing, 102attention testing, 103developing, 102permission testing, 104roadmap testing, 104–105value testing, 103–104

purple, using for calls-to-action, 191

• Q •QR Codes, 53

adding, 239management and metrics, 171–172offl ine marketing, 184–185using, 132Ventipix VPX QR white label, 171–172

qualifying leads, 14Quantifi ed Self, metrics of, 254quotes (”) search operator, 21



• R •Radian6 metrics tool

versus Mint, 69–70mobile metrics, 117pricing model, 81

radio ads, measuring, 239Rapportive metrics tool, 47reach

tracking for e-mail metrics, 122–123tracking with SocialBro, 281

reach response, 10real-time metrics, advantages, 162–163red, using for calls-to-action, 190–191referral rate, 245referrals, tracking, 76relationships, measuring, 76, 262–263report feature, using in Google

Analytics, 71reports

Site Speed, 179Social Engagement, 183–184

resale cycles and values, measuring, 240RescueTime freemium service, 260response

actions, 11attention, 10community, 11infl uencers, 10interest, 10–11listening, 11reach, 10views, 11

retention problems, solving, 271Ripples platform, 96, 188Road Trip app, 257roadmap testing, 104–105robot information, tracking, 284Roger Smith Hotel, 133–134ROI (return on investment)

avoiding false, 150–152business health, 134

customer identifi cation, 135making money, 134repeat business, 134word-of-mouth marketing, 134

RSS feeds, fi nding metrics of, 110–111

• S •Safari browser, Developer menu, 228safety issues, tracking, 246sales

hashtags, 60increasing with metrics, 59–60, 69metric of reach, 60Shop Local Saturday ads, 60signage, 60

sales funnelanalyzing, 108–109calls-to-action, 198using to fi ne-tune goals, 204

sales generation, 14sales problems, solving, 271Salesforce metrics service, 273–274

acquisitions, 274business partners, 273learning curve, 273Model Metrics, 273

schedules, metrics for, 253–254scope tracking, 241. See also trackingscreenshots, capturing, 71search, three R’s, 150. See also vanity

searchsearch crawler, defi ned, 106search operators

- (hyphen), 21“ (quotes), 21Boolean, 21using, 21

search patterns, comparing, 30search traffi c, branded versus

nonbranded, 238. See also traffi c


303303 Index

segmentationadvanced, 155–158defi ned, 106of e-mail lists, 122metric in Google Analytics, 44

sentiment, tracking, 109, 127–128SEO (search engine optimization),

defi ned, 106SEO tactics, black-hat, 150SEOmoz Pro plus Distilled metrics

service, 268–269SERPs (Search Engine Results Pages),

197services. See also social metrics services

Altimeter Group, 265–267Attensity, 269–270ForeSee, 271–272Forrester Research, Inc., 265–267KD Paine & Partners, 267–268Localytics, 270Mu Sigma, 271Salesforce, 273–274SEOmoz Pro plus Distilled, 268–269Yottamine, 272–273

Share buttons, using, 183shared content metrics, 95–98

+1 shares, 97Google+, 97

sharing content, determining best time for, 188

Shazam promotion, 53shifting conditions, applying metrics to, 33Shop Local Saturday ads, 60ShortStack Facebook-related tool, 24single-metrics services providers, 15–17site speed, measuring, 178site traffi c, increasing, 66–67. See also

traffi csites

backing up, 68Boolean search operators, 21coding resources, 93feed metrics programs, 111

fi nding weak spots in, 130locating metrics on, 12mobile metrics, 113–117placing Google Analytics on, 38–39tracking mobile use of, 228–229

SlideShare service, 24–25, 91, 136smartphones. See mobile metricsSMO (social media optimization),

defi ned, 106Snoobi white label, 172–173Social Action report, setting up, 98Social Engagement report, 183–184social measurement features,

incorporating, 130–131social media data, backing up, 71social media metrics. See also metrics

defi ned, 1quality, 68

Social Metrics plug-in, using with WordPress, 97

social metrics services. See also metrics services

advanced, 17badges, 16Crowdbooster, 23, 28Facebook, 23–24freemium model, 21Google Analytics, 17Google+, 26–27Klout, 15–16, 18LinkedIn, 25–26one-site, 17PeerIndex, 27–28single providers, 15–17SlideShare, 24–25TweetLevel, 22TweetMeme, 23TweetReach, 23Twitalyzer, 22Twitter, 21–23Twitter Grader, 15, 22Twitter Score, 22YouTube, 24



social networks, applying metrics to, 13social sharing

services, 98tracking, 158

SocialBro metrics toolfeatures, 280–282reports, 282slider, 282

SocialStatistics, Google+ third-party tool, 27

solutions, bargaining for, 69–70spreadsheets

defi nition and measurement exercise, 206–215

including daily metrics, 32tracking goals with, 28–30traction arcs, 188using, 72–73using for goal setting, 206using with listening dashboards, 86

Stanford coding resources, 93Starbucks’ metrics, 233

augmented reality, 58–59cause marketing, 58charity, 58customer feedback website, 58–59geolocation applications, 58in-store, 58mobile, 58–59online, 58

StepGreen app, 259Stern, Peter, 13sticky results, 18Supervalu grocery store, 54surface metrics, explained, 142. See also

metricsSysomos mobile metrics, 117

• T •tablets. See mobile metricstagging content, 67

TapMetrics mobile metrics, 225–226target audience, identifying, 75Target’s metrics, 234

fi re hose, 234guest ID tracking system, 234studying, 240

technology, best practices, 53TED (The Energy Detective), 258television ads, tracking, 185–186testing

action, 102attention, 103permission, 104roadmap, 104–105value, 103–104

text, composing for buttons, 192–193text messages, using for mobile

metrics, 229Thank You pages, tracking, 161–162Think With Google tool, using, 31thinking in paths, 130ThinkUp open-source tool, 47–48, 285three R’s of search, 150Thuneberg, Mikael, 206time of day, considering for engagement,

77, 87titles and title tags, importance of, 67Top Content Report, 161Toyota example, 240tracking. See also metrics trends; scope

tracking; trends; value trackingattention patterns, 111–112calls-to-action, 128casual connections online, 77–81content, 92–93and converting, 107–109downloads, 95, 236–237e-mail metrics, 118–123events, 198–199infl uence, 14metrics, 29, 70mobile metrics, 113–117


305305 Index

mobile use of website, 228–229NPR (net promoter score), 245offl ine marketing, 183–186page load times, 177–179referral rate, 245sentiment, 127–128social sharing, 158television ads, 185–186Thank You pages, 161–162

tracking codes, using, 184. See also codestraction arcs, creating, 188traffi c. See also search traffi c; site traffi c

branded versus nonbranded, 238overview, 154

Traffi c Sources metric, 42–43Trapani, Gina, 285travel, metrics of, 256–257trends. See also metrics trends; tracking

evaluating, 143, 242grabbing onto, 244–245

Trendslide mobile metrics, 117, 230Tribemonitor Facebook-related tool, 24TripAdvisor metrics tool, 136Truviso white label, 170–171

Lifetime Totals, 170mobile metrics, 171

TubeMogul video uploading service, 24Tumblr, hosting on, 94tweeting, 143TweetLevel service, 22TweetMeme service, 23TweetReach service, 23Twitalyzer service, 22–23Twitrratr tool, using, 127Twitter

date fi re hose, 216–217Grader service, 15, 22Score service, 22SocialBro metrics tool, 280–282

Twitter followers, surface metrics, 142–144two-way metrics, 89

• U •UNIX time stamp, using in URL, 187–188URL (uniform resource locator), UNIX

time stamp in, 187–188URL shorteners

versus referrer tags, 128using, 91

Ushahidi learning metrics, 261 _utmz cookie, using, 186–187

• V •value testing, 103–104value tracking, 241. See also trackingvanity search, explained, 20. See also

searchVaynerchuk, Gary, 142Ventipix VPX QR white label, 171–172Video ID Code. See also YouTube

adding states, 180looking at, 180–181

video metrics, tracking, 93–95, 179–181videos, hosting, 91views response, 11visitor fl ow, measuring, 236Visitor Flow view, using in Analytics,

108, 112, 130visitor’s source data, extracting, 186–187voice patterns, tracking, 246

• W •Wattvision energy metrics, 258–259web data, tracking with Mixpanel,

287–288web hosting. See also hosting

costs, 12importance, 67

web pages, monitoring performance of, 161



websitesbacking up, 68Boolean search operators, 21coding resources, 93feed metrics programs, 111fi nding weak spots in, 130locating metrics on, 12measuring speed of, 178mobile metrics, 113–117placing Google Analytics on, 38–39tracking mobile use of, 228–229

WhatCounts e-mail marketing service, 119–120

Wheaton, Wil, 96White House, use of ThinkUp open-

source tool, 285white labeling metrics

Agency Platform, 169–170Campaign Monitor, 173–174cancelation instructions, 166Clicky, 167–168customer list, 166data use and privacy policy, 166defi ned, 165free trial period, 166Google Analytics Premium, 168–169length of time in business, 166Oracle, 232pitfalls, 166–167Snoobi, 172–173Starbucks, 232support, 166testimonials, 166Truviso, 170–171

Ventipix VPX QR, 171–172website design, 166Wildfi re, 171

widgets, adding to listening dashboard, 84–85

Wildfi re white label, 171enterprise level, 171Map View metrics, 171

Withings blood pressure monitor, 251–252Wolfram, Stephen, 253–254Woopra metrics tool, 47WordPress blog. See also blogs

adding Google Analytics to, 78–79dashboard, 41default links, 92Social Metrics plug-in, 97social metrics plug-in, 131using, 37–38

work attacks, tracking, 284

• Y •Yahoo!’s metrics, 233yellow, using for calls-to-action, 190Yelp, features, 132, 135Yottamine metrics service, 272–273YouScan.me metrics tool, 137YouTube. See also Video ID Code

adding Google user ID to, 181benefi ts, 91bonus tools, 181Insight analytics, 24–25metrics tool, 137








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