As the old b-school maxim goes, “you can’t manage what you can’t measure.” One of the attributes of the web that marketers love most (and occasionally hate most) is its nearly infinite measurability.
Which sources sent the most traffic to your site last month? Which converted at the highest rate? What are the trends over time? Which content seemed to make visitors stick—and which pages drove them away? Which metrics are most important to business executives? To PR professionals? To bloggers?
Find the answers to those questions and many more here in ten of the best posts and articles about web analytics from the past year.
9 downloadable custom Google Analytics reports by iMedia Connection
Rachelle Maisner serves up a “four course meal” of custom GA reports, progressing from acquisition metrics (visits and goal conversions by traffic source) as a first course through behavior metrics, conversion measures, and for dessert, site diagnostics including average page load time, bounce rate, and page views.
Google URL Builder: How to Track Links Shared by Razor Social
Want to track how many people clicked on key links shared across social media channels, email, news releases,and other distribution points? Writing that “The Google URL builder was developed to support this problem. When you create a link using the URL builder you can tag on additional information to the link that describes what the link is about, where the traffic came from when it lands on your site and much more,” Ian Cleary walks through what the URL builder does, how to use it, what happens when you share the link, and how to analyze the results in Google Analytics.
Know Your Social Traffic With These 3 Google Analytics Powerviews by Search Engine People
Ed Baxter details the social metrics available through Google Analytics and how to use this data to gain a richer perspective of the value and activity of social web traffic. For example, “Knowing which pages visitors look at in a tabular view is helpful but with the Visitor Flow report, we can begin to truly understand where people are landing on our site and how they process through it, highlighting potential trouble areas like never before within Google Analytics.”
How to Filter Bot Traffic From Your Google Analytics by LunaMetrics
Noting that “Bot visits skew your data, artificially inflating visits and unique visitors, increasing bounce rate, and decreasing pages/visit, average visit duration, goal conversion rate, ecommerce conversion rate, etc,” Jim Gianoglio shows how to create filters and custom segments within Google Analytics to prevent bot visits from skewing your (real) visitor data.
Dan Friedman unveils the new Paid & Organic report for AdWords advertisers, explaining that “Previously, most search reports showed paid and organic performance separately, without any insights on user behavior when they overlap. The new paid & organic report is the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page.”
Three Data Points to Measure Your Blog Efforts by Spin Sucks
The delightful Gini Dietrich steps through the process of setting up Goals in Google Analytics to track “how engaged the readers are (even if they don’t comment), whether or not they’re big readers, and increases in subscribers” (or any type of conversion action, such as white paper or ebook downloaders for example).
The metrics that will make your CMO love you by iMedia Connection
Well, competitive multi-channel marketing metrics are what will make your CMO truly love you, but John Ellett makes an excellent case here for three categories of measures: revenue contribution metrics, customer feedback metrics, and marketing effectiveness/efficiency metrics.
Periodic Table of Google Analytics by Jeffalytics
***** 5 STARS
As a result of “working on a project to categorize and visually display all of the powerful options available within Google Analytics,” Jeff Sauer came up with this brilliant guide in the form of a periodic table, in both clickable interactive and printable PDF formats. Worth bookmarking.
The public relations pros’ guide to Google Analytics by Polaris B
Writing that “In today’s converging marketing world it’s especially important for public relations pros to understand the ins and outs of Google, SEO and online analytics. If your mandate is generating media coverage and you understand GA, you’ll be abe to show the benefit of the coverage you’ve secured that goes beyond audience impressions,” Shelley Pringle shares an infographic to guide PR pros to helpful Google Analytics-related resources based on their needs and level of analytics knowledge.
Google Analytics Regular Expressions Cheat Sheet by Cheatography
Get your geek on with this helpful cheat sheet from Jay Taylor, listing Google Analytics regular expressions for character classes, filter group accessors, quantifiers (e.g, zero or more), ranges and groups, and more—along with sample patterns showing how these expressions can be used.