SearchLeeds - Helen pollitt - Discovering the truth in dark traffic
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Discovering the truth in dark traffic What it’s about: Google Analytics should bring clarity to your campaigns, but search marketers are increasingly being tricked. Organic traffic masquerading as direct, internal UTM codes corrupting sources and referral channels getting far too much credit; dark traffic is a problem. Helen’s SearchLeeds talk gives you the tools to find the truth from your Google Analytics data, ensuring your insights are based on fact and drive measurable improvements to your campaigns.
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SearchLeeds - Helen pollitt - Discovering the truth in dark traffic
- 1. Helen Pollitt – Head of Digital DISCOVERING THE TRUTH IN DARK DATA @helenpollitt1 Impact from insight
- 4. Dark traffic website visitors mis-categorised by programs like Google Analytics @helenpollitt1
- 5. Organic Traffic through a search engine but not from clicking on a paid advertisement
- 6. Paid Traffic through a paid placement or PPC ad @helenpollitt1
- 7. Referral Traffic has visited from an external link @helenpollitt1
- 9. Direct Traffic has landed on the page without going elsewhere first @helenpollitt1
- 10. DIRECT IS A LIE! @helenpollitt1
- 12. Visit from a HTTPS website to your HTTP website @helenpollitt1
- 15. Google Home app
- 16. @helenpollitt1 THE PROBLEM OF DIRECT
- 17. 2,644 34,153 Landed on the Homepage or a page 1 folder deep Landed on a page over 1 folder deep A lot of people with a photographic memory “Direct” traffic to a website in February 2019 = @helenpollitt1
- 18. Using the “Google search bar” on mobile Should be “organic” traffic
- 21. Using one phone – traffic counted as “direct”
- 22. Using another phone – traffic counted as “organic”
- 24. Credit goes to the wrong
- 26. @helenpollitt1 EVEN REFERRAL DATA IS WRONG?
- 27. … misattribution in Google Analytics
- 31. Email, 940 Organic, 738 Paid, 113 Social, 13 Referral, 9041 “Referral” traffic to a website in February 2019 17% could be reattributed
- 32. @helenpollitt1 SO HOW BAD IS IT?
- 33. 35,957 sessions in February were misattributed out of 288,389 12.47%
- 34. @helenpollitt1 OK – SO NOW I’M SCARED
- 35. 1 Panic
- 36. 2 Quit
- 40. @helenpollitt1
- 42. @helenpollitt1
- 44. Use UTM codes on external links to your website
- 45. DO NOT use UTM codes on internal links
- 46. Google My Business is no longer tracked as direct – but you still need a UTM code
- 50. Mark it in your Google Analytics @helenpollitt1
- 51. Comparison data will be skewed Your data won’t compare @helenpollitt1
- 52. @helenpollitt1
- 53. Impact from insight FIND OUT MORE @helenpollitt1 helen.pollitt@avenuedigital.com avenuedigital.com