Google Analytics:

  • Analytics code should be placed higher on every page of your site, if the page loads slowly, adding the code higher ensures code is read and data is collected.
  • Setting homepage, or index, of your site allows Google Analytics to reconcile log entries for and These are the same page, but are reported as two different pages until the Default page settings have been configured.
  • You can set up different analytic codes for a blog on your website so that you can track that separately. (This would only be beneficial if you had someone else who should only have access to this data instead of data for the entire site.)
  • Ecommerce tracking in analytics requires special analytics code to be put into your shopping cartAnalytics Tools:

Analytics Tools:

EMAIL (BETA) – Can schedule an email to send out a report of just the screen that you are currently on.


REAL TIME (BETA) (under home tab) – Shows how many people are on site right now and other live metrics.



New Intelligence Events – Alerts you if anything outside of the normal occurs.  Analytics looks at the overall averages of the site and alerts you when something has changed.



Annotations – You can create notes under “new annotation” under your display graph. This allows you to remember if you created a new campaign on a certain day and why traffic may have started to spike.


Bounce Rate – When looking at bounce rate, make sure you are drilling down to location. If you only serve the North Carolina area and your bounce rate is 80%, eliminate china, Canada, and other locations that are finding your site to try to get a better indicator of the bounce rate with your target audience in mind. You can try to help reduce bounce rate by adding pages just for the locations you target.


Site Engagement – You can see the engagement of your site under the behavior tab in Analytics.


Custom Variables:

  • The Custom Variables report shows visitor activity by custom segments you create yourself by modifying the Analytics tracking code. You can have a programmer place custom code on your site if you want to track something within Google to show up in analytics.
  • For example, you might have a form on your website where visitors can supply a title such as manager or marketer. You can use custom visitor tracking to capture their selections, where the selections become custom for this particular report and future visits remain classified under the selected segment.


Visitor Flow Tab:

  • Helps you visually see how users are navigating through your site and flow of traffic.





Matched Search Query:

  • Under the Adwords tab in Analytics: Allows you to see what keywords triggered those ads. You can find negative keywords to add as well. By clicking on match type you can see what broad, phrase, and exact matches are being searched to trigger your ads and you can add them to your list of keywords.


  • Placements tab under Adwords in Analytics – Shows you your automatic and managed placements on different websites. This will allow you to search which sites your ads are showing on and if they are relevant.



Keyword positions- under AdWords tab in Analytics:

  • Will show you visits, pages per visit, average time on site, bounce rate, conversion rates, and the per visit value for each position. Looking at other metric data like bounce rate can help determine if position matters




Google URL Builder –  Adds variables to the URL string that can be passed back to Google Analytics.

  • Ex. If you create an ad for a local radio station and want to see how many visits are coming from that particular ad.
  • To track offline campaigns you can create a new-shorter URL and then have it redirect to the URL you generated through the Google URL builder.

Search Engine Optimization Tab in Analytics: (Must have webmaster tools set up.)
Search Queries: Search queries are a list of keywords that Google ties to your site; i.e. it’s what Google thinks your site is about. You will probably see your brand name in this data, but it’s the non-branded keywords that are the most important.

Social Media – If you have Google “+1” and Facebook “Like” buttons on your site, it’s important to know which buttons are being clicked and for which content. For example, if you publish articles on your site, you’ll want to know which articles are most commonly “liked” or shared, and from which social networks they’re being shared (for example, Google+ or Facebook). You can use this information to create more of the type of content that’s popular with your visitors. Also, if you find that some buttons are rarely used, you may wish to remove them to reduce clutter.

Site Speed:

  • You can see your site speed under the content tab in Analytics. This allows you to see the speed of your site in different browsers.



New Experiments Tab: – under content in Analytics

  • New content testing in Google Analytics that can help you meet your goals by measuring and testing. Content Experiments helps you optimize for goals you have already defined, and can help you decide which page designs, layouts and content are most effective. You can develop several versions of a page and show different versions to different visitors.  Google Analytics measures the efficacy of each page version, and with a new advanced statistical engine, it determines the most effective version. You can watch this video to learn more:

Multi-Channel Funnels:

  • Lets you know what it took to complete a goal or conversion. You can look at interactions and show how these channels work together to create sales and conversions. The Multi-Channel Funnel reports show what channels customers interacted with during the 30 days before conversion or purchase.




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