Segmentation is key to understanding online consumer behaviour and optimising your marketing channels.
A new innovation within Universal Analytics offers the opportunity to redefine your default marketing channels – splitting your Paid Search channel into Branded versus Generic terms as channels. This is important as it allows you to separately analyse the performance of brand and generic paid search terms which may have radically different performance metrics.
Google recently announced the launch of Google My Business; a new feature which helps companies manage their google-related presence – such as Google+, search and maps – in one place.
What is Google My Business?
Google My Business is essentially a directory tool that will enable small businesses to increase their visibility online and garner a better understanding of their customers and effectively cater to their needs. The new platform is integrated with Google AdWords and it allows you to create and track campaigns that reveal valuable data about customers and their subsequent engagement with your services.
Many companies have multiple Google Adwords accounts. Historically each account had to be linked one at a time to Google Analytics. For larger companies with many Adwords accounts this process was unecessarily cumbersome.
As a result Google recently announced an enhancement to the way Adwords accounts are linked to Google Analytics. The new process allows you to link multiple Adwords account at once with the option to see all available accounts within your Adwords MCC (My Client Centre).
Linking accounts now occurs at the property level rather than the account level - making it easier for companies with a large number of properties within a single account. This means that you can now manage Adwords linking with property level Edit permissions.
Google Analytics is a fantastic tool for measuring interactions with your website. It enables you to assess your marketing channels, analyse visitor journeys and capture what really matters to your organisation via goals.
The setup of Google Analytics is also pretty easy – you simply add a snippet of code that you obtain from your Google Analytics count to your site – ensuring that it appears on all pages.
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Google have recently announced a deeper integration between Adwords and Google Analytics for Mobile Apps.
New reports will help advertisers make informed decisions about marketing their apps.
The new reports will be made available in the coming few days and will appear under the Acquisition menu. We'll revisit the functionality available in a later blog post as it becomes available.
A conversion is the completion of an activity on your site that is important to the success of your business. In Analytics conversions are measured by setting goals.
Whether your company runs an influential blog discussing the latest issues within your sector or you run an e-commerce site that attracts 1 million unique visitors a month it’s important to set goals relevant to your business.
Universal Analytics is a major upgrade to Google Analytics. It introduces a series of features that change the way data is collected and organised in your account enabling you to get a better understanding of how visitors interact with your site. Learn more.
The most important benefit of Universal Analytics is that it is user-centric. This means that Google now takes into account that we live in a world where we are permanently connected to the internet. We connect via work PCs, laptops and mobile phones and lately even our refrigerators are connecting to the internet.
Whilst the rise in online will be welcomed by many businesses it also poses a challenge – how do you keep track of your customers online?
An improvement to the search queries report within Google Webmaster has just been rolled out and announced on the Google Webmaster blog.
Rather than rounding up or bucketing search impressions and clicks data you'll now see far more accurate figures for both and data will be available for the last 90 days
With the rise of "not provided" search data within Analytics this enhancement will no doubt be very welcome by the SEO community and companies wishing to better understand their performance within organic search results. We'll revisit the impact this has upon measuring SEO in a later blog post.
A recent update to Google Analytics added the ability to track the age, gender and interests of visitors to your site.
The data uses the same categories and demographics used to target ads by the Google Display Network. We'll be discussing some of the uses of this data and its limitations in a later blog post.