In The Trenches is a weekly spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. Today: News from the search engines, today’s in-depth look, “web analytics for (SEM) dummies part 3: online resources to learn more, a free tool to double-check your Google Analytics implementation” and this week’s free tips and tools. News from the search engines Google AdWords: Conversion tracking site stats logo is now optional As reported on the Inside AdWords Blog: Conversion tracking users are no longer required to display the “Google Site Stats” logo on the conversion pages of their web sites. Previously, a small but visible text block that read “Google Site Stats” automatically appeared on the page where the conversion tracking code was placed on your web site. The logo would appear only after a conversion occurred via your AdWords ad, and it provided converting … [Read more...] about Web Analytics For (SEM) Dummies Part 3, And More
Why web analytics
Two rockstars have emerged in the web analytics field to date. We all know who they are: Eric Peterson has demystified analytics for us, while Avinash Kaushik has helped us take it one day, or dare I say, “an hour a day,” at a time. And one of them says web analytics is easy while the other one says web analytics is very hard. So who is right? Why web analytics is easy Yes, it’s true. Web analytics is easy, according to Avinash Kaushik. It’s actually incredibly easy. Assuming that the desired outcomes of web analytics are changes that will positively impact your site and your bottom line (what other purpose can you think of?), you’ll find that even complete beginners can drive surprising value. Web analytics is this easy because your web site has more issues than you’ll see in a month of Dr. Phil episodes. Starting with some of Kaushik’s favorite metrics like bounce rate by landing page, it’s a virtual walk in the park to identify a host … [Read more...] about Is Web Analytics Easy or Difficult?
The roles of people involved in both web analytics and PPC management is changing. Both are becoming more important and mainstream within many organizations. And the skills needed to master them are becoming more complex. Here’s a look at the how things have changed, and what to expect going forward. The Evolution Of Web Analytics Web analytics was originally an IT function, a tool that could be used to measure website activity and report basic traffic stats to the organization. Only later, the web became a very important marketing channel, and responsibility for website management and analysis in many organizations moved to the marketing department. Google facilitated this trend by branding web analytics as a marketing tool, providing an easy-to-use interface that could be installed once by IT and providing all the info necessary for analysis by non-technical people in the organization. Now we might be seeing the web analytics industry shift once again. We have seen many … [Read more...] about From Web Analytics & SEM To Business Intelligence
The searches people do that lead them to a site is valuable data to an organization. What other data source do we have that gives us direct access to our customers’ wants and needs? Sure, we can ask them, but customers can lie. Or choose not to answer. By looking at exactly what visitors have searched for, we can learn a lot about who our customers are, what they really want, and if we’re providing it to them. Search marketers have valued this data for a long time, but it’s useful for many other parts of the organization as well, from traditional marketers to product managers, to support. Shouldn’t everyone want to understand more about their audiences? I think this data is so great, I wrote an entire book about it: Marketing in the Age of Google. But now, this information is going away. Sort of. Should we freak out? Is there anything we can do to get this data back? Why Are We Losing Search Data? First, let’s recap where we are. When someone types words … [Read more...] about Will [Not Provided] Ever Reach 100% In Web Analytics?
If you’re considering using an analytics platform other than, or in addition to, Google Analytics, it can be a bit difficult to determine what the best alternative will be. Search Engine Land compiled a great buyers guide to enterprise web analytics tools, but what if you’re in the market for a free to mid-level tool, or don’t even know yet exactly what type of software you need? Below is a brief overview of 25 analytics software options (and one add-on) that should give you an idea of what each tool costs and what functionality each offers. Before you check out the chart and series of descriptions below, note that it is important to go into any analytics evaluation with a clear idea about what you need the software to do. Some important questions to ask yourself before you start to evaluate Web analytics tools are: Why do I need a different/new tool? What sort of data do I need this tool to give me? What actions will be driven by that data? How, specifically, will I … [Read more...] about How To Choose the Right Web Analytics Tools For Your Business