Tag Archives: SEM

Google Analytics Tracking Code from TransUnion News pages

Google Analytics Premium Tracking Code from TransUnion News section

Background: Web analytics is a technically sophisticated tool used by marketers to gather, calculate and display advanced statistical data. Businesses depend on accurate data from web analytics to make informed business decisions about interactive marketing initiatives and to measure ROI. For web analytics to collect data and report accurately, analytics tracking code must be installed in each page and the site architecture must support accurate reporting.

To accurately measure traffic from organic search engines, analytics tracking code must be properly implemented in pages seen by users in search results.

Experiment: To determine whether or not Google's new Analytics Premium tracking code is properly implemented at URLs indexed in search results.

Procedure: Query using Google's advanced 'site:' operator for both Google Analytics Premium test case sites. Inspect the first 25 URLs shown in search results to be certain the contain functional analytics tracking code.

Results: TransUnion.com
- Two of TransUnion.com's top three URLs currently shown to users in Google search results don't have Google Analytics implemented properly for accurate reporting. One of the top three results uses a 302 redirect to a page tracked by Omniture. Other pages with improperly implemented analytics for tracking organic search traffic include: TransUnion's Newsroom and child pages, approximately 400 pages in all (ie News Releases, Press Kit, Social Media Releases...).

Results: Travelocity.com
- Two of Travelocity.com's top three URLs being seen right now by users in Google search results don't have Google Analytics implemented properly. Other URLs indexed in Google search results without properly implemented analytics for tracking search traffic include: Travel for Good, Green Hotel Directory as well as child pages approximately 50 in all.

Conclusion: Google Analytics Premium is not implemented properly to track organic search traffic. In order to track organic search traffic, analytics must be implemented in pages indexed in search results and must be funtional. No matter which analytics package you use, how much it costs or who installs it, be sure analytics tracking code is properly implemented in pages seen by users in organic search results.

To ensure analytics is properly implemented in pages indexed in search results, cross reference URLs from Google Webmaster Tools with URLs reported for Google in analytics.

Avinash Kaushik, Google's Analytics Evangelist and author of "Web Analytics: An Hour A Day" hosted an invitation only event at Google's Atlanta office earlier in the week. The meeting "agenda" was traditional "Google style", a meet & greet over Ping-Pong followed by (absolutely fantabulous) hors d'oeuvres and multi-colored icy cold adult beverages served in the game room at Google Atlanta. All in all, the group was 50/50 Googler to non-Googler with 15-20 of us total.

After a little "schmoozing" it was time to get down to business and Avinash's main talk followed by Q&A as well as a short feedback session all topped off with FREE swag from Google. At the end of our meeting, Avinash asked if we would mind "beta testing" a presentation (which included that latest non-published until now perhaps, Google stats) he was working on and had put together during his flight to Atlanta, GA earlier in the day.

Big News:
- The average Google query now consists of 4 words and not 3! That's up for the first time ever as of Q4 2007, from the long-time 3 word per query Google user average.

- 14% of Google clicks come from paid search and 86% of clicks are organic. (up slightly)

- 25% of Google's user queries are unique, meaning no other user has used the same query previously. (unchanged)* [see update below]

The meeting was informative as well as educational! I must say, Avinash is one of the best speakers I've seen in addition to having a great sense of humor and being quite personable. Thanks Google and hats off to you Avinash! It was a pleasure...

Many thanks to Philipp Lenssen for pointing out an important issue concerning Google's definition of "unique queries". Here is what Matt Cutts said in response to the issue at Google Blogoscoped a few months ago:

"Philipp, I think that's a pretty accurate estimate if you look over a time period of a month or so. So if you had queries from the last month or so, 20-25% of queries the next day would be new/unique. It also depends a little bit about whether you're defining it only as web queries, or all queries to Google (e.g. blog search, book search, patent search, etc.)."

- http://blogoscoped.com/forum/100228.html

Links to this post:
SEOBOOK - What is a #1 Google Ranking Worth?

Search Engine Land - SearchCap: The Day In Search, February 4, 2008

SearchEngineWatch.com - Search Headlines & Links: February 4, 2008