This document provides an overview of new features and changes in Google Analytics, including newly available reports that can provide actionable business insights. It discusses working with "Not Provided" organic search data since Google's move to secure search, and how to leverage conversion tracking, funnels, and advanced segments. The document also includes primers on analytics terminology and setup.

1. Google Analytics: What’s New?
Find Actionable Business Insights
Using Newly Available Reports
Working Around Keyword ‘Not Provided’
Conversion Tracking & Funnel Data
Leveraging Advanced Segments
By Kate Hamilton-Miller

2. 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

3. 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

5. 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

6. 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

7. 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)

9. New Analytics Dashboards & Names
Formerly
Traffic Sources
Formerly
Content

10. Google Hummingbird Algorithm Update
Image: Relevance.com

11. Google Moves to Secure Search

12. ‘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

13. ‘Not Provided’ Organic Search Data

14. ‘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

15. Organic Search Keyword Insight
• Webmaster Tools

16. ‘Not Set’ Paid Search Keyword Data
Acquisition > Keywords > Paid

17. ‘Not Set’ Paid Search Keyword Data
• Click into (Not Set) and select Source from the
Secondary Dimension dropdown
Acquisition > Keywords > Paid

18. ‘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

19. Conversion Tracking
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
▫ Visits to Contact Us
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Social Engagement
▫ Blog comment

20. 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

21. Creating A Conversion Funnel
Click Admin Button
Select Website Profile

22. Creating A Conversion Funnel
Select One to Begin Funnel

23. Creating A Conversion Funnel

24. Assisted Conversions

25. Top Conversion Paths

26. Advanced Segments

27. Advanced Segments

28. Creating A Custom Segment
www.341studios.com

29. Creating A Custom Segment
www.341studios.com

30. 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

31. New Report: Acquisition Overview

32. New Report: Acquisition Channels

33. Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Questions or Suggest A Topic: Use #SSMGA
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing

35. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS
• Webmaster Tools Integration
▫ www.google.com/webmasters/tools
• Define Goals and Conversion Funnels

36. 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/1033867?hl=e
n

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

38. AdWords Auto-Tagging