Web Analytics presentation from A4U Expo Lodnon (2009) by Lisa Myers.

1. Web AnalyticsLisa MyersDirector, Verve Search

2. About Lisa Myers Director & Founder, Verve Search (Search Consultancy – SEO, PPC & Online PR/Social Media) Regular speaker at SES & SMX Search Conferences Regular contributor to on and offline publications (UK, US & Europe) Heavily involved in the global Search Community, founded SEO-chicks.com and blogs for European search blog searchcowboys.com Awards Management Today “35 women under 35” list 2009 “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) “B2B Marketing Newcomer of the Year” (2007)

3. Did you know that Women talk 15% more than MEN do?

4. 8% of the Men in the room didn’t clean your teeth this morning!

5. Welcome to the world of statistics

6. Half a brain is a “no brainer” Web Analytics SEO/Link Dev/Social Media

7. Specifics Areas I will cover Google Local Business Listings Ecommerce tracking (third party sites)

8. Search Engine Results Page PPC Local Organic

9. Tracking of Google LBL 4 easy steps for tracking Google Local Business Listings that will allow you to view detailed result in GA all the way down to keyword level. Tried and tested (will take you 10 min, took us weeks..) ....and yes it would have been allot easier if Google Analytics just did this automatically!!

10. 1. Create a Vanity URL So much for user friendly URLs eh Google? http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

11. 2. Create actual URL on site This does not need to be a page, literally just a URL as it will redirected. This needs to be the same as the vanity URL!!! Example: http://www.yourwebsite.com/?utm_source=GoogleLocal&utm_medium=LocalBusinessListings&utm_campaign=YourServiceLocation

12. 3. Insert Vanity URL in LBL

13. 4. Redirect Vanity URL Use a 301 redirect (not a 302) to redirect the vanity URL to the appropriate URL

14. Result – LBL tracking Also breaks down into keywords and ecommerce

15. E-Commerce Tracking You CAN track revenue even if it’s on a third party site, but it can be quite tricky The Google Analytics ecommerce code: That’s 13 separate pieces of information that it CAN pass on, doesn’t mean you SHOULD use them all!

16. The “addTrans” Method Two required variables; order id & total. All other variables are optional If your shopping cart doesn’t have a order id use a time stamp

17. Optional “addTrans” fields The affiliate field is not required and doesn’t show in GA reports but can be used for custom reports and filtering Tax & Shipping appears in transaction report if you have access to these variables City, State & Country field is currently not being used by Google Analytics but is still collected

19. Price (any currency converting has to be handled by ecommerce software)

21. Add – Track Trans Finally you need to add the “_trackTrans()” demand to send both the transaction and item data to the Google Analytics Server This should be called at the end of the ecommerce code

22. Look something like this

23. Tracking Across domains Specific instructions for implementing extra tracking code for across domains: http://code.google.com/apis/analytics/docs/t acking/gaTrackingSite.html or http://is.gd/4iYd3

24. Double Check

25. Rescources www.kaushik.net/avinash/ www.martijnbeijk.com/ (local) www.vervesearch.com (of course) www.google.co.uk/support/googleanalytics/

26. Thank You! @lisadmyers Email: lisa@vervesearch.com Web: www.vervesearch.com www.seo-chicks.com www.searchcowboys.com