Keyword-Level Demographics. The author's posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Keyword-Level Demographics On Tuesday I made my speaking debut at SMX East 2011 on a panel with Lena Flanigan (Life Technologies) and the creator of Google Webmaster Tools Vanessa Fox (Nine by Blue). The session was called “Using Searcher Personas to Connect Search to Conversions” and I unveiled a methodology that I think is potentially game changing. Now I want to share this breakthrough with the community that has helped me build a name for myself. As you can tell from my tone and lack of cartoons in this one, I have my serious hat on right now! Keyword-Level Demographics Methodology I’m not quite sure when the idea hit me—and hit me it did—but one day I realized that if you can pull a user’s data from Facebook and couple it with Referrers from Search the result is demographics at a keyword level! This function is called first. Keyword Ownership Search ROI. Monitor Which Social Networks Your Visitors are Logged Into With Google Analytics.
The author's posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
At Distilled's SearchLove conference in London back in October, Mat Clayton from Mixcloud provided a great snippet of Javascript that could be used to record whether visitors to your site were logged into Facebook or not. This has a few uses, such as customising which social buttons you show your user or just for recording how many of your users are logged in to Facebook and then using this to show your boss that you guys should really be interacting with your visitors there. I wanted to take this idea and extend it to Twitter and Google+, and record whether users were logged in there too. It wouldn't provided me with any immediately actionable intelligence, but over time I'd love to see the trends of what percentage of a website's visitors were logged into the different social networks. Setting up the tracking Setup an empty Facebook app.
Wrap Up. Custom Variables - Google Analytics. 5 Google Analytics Custom Variables for Ecommerce. I believe that every business can use Google Analytics custom variables.
Especially ecommerce businesses. Custom variables inject new data dimensions that are crucial for segmentation. As analysts we need to do segmentation to understand user behavior. And ecommerce sites have certain unique behaviors that are not tracked with a basic Google Analytics implementation. For those that have not used custom variables before you can get read Mastering Custom Variables for overview. Now on to the custom variables! Tracking Coupon Codes and Promotional Codes I think this is a pretty obvious use of custom variables. When coming up with a strategy think about how you might scale this as time goes on. _gaq.push(['_setCustomVar',1,'PromoCode',' Or you could get fancy and use different custom variables to bucket groups of promotions, like seasonal promotions. The above code would need to appear on your receipt page.
You might be wondering why I decided to go with a page level custom variable here. Guide To Google Analytics Custom Variables. Segmentation is the mother of all website optimization.
That's an extreme statement, but I believe anyone in the field would think twice before disagreeing with it. Segmentation enables us to understand who are our customers and how different groups of people behave on the website; this information is extremely valuable in order to provide a a richer and more relevant experience to customers. The result is a happier customer, a more profitable website, and more bonuses to Web Analysts! That's why Avinash Kaushik is so vehement when he writes: The Choice Is Stark: Segment Or Die! According to him: "if you simply sit and ponder for a few minutes it will be clear that your website exists to do many different jobs and people come to your website to accomplish many different goals. Google Analytics provides several out of the box ways to segment your visitors into groups.
But beyond a shadow of a doubt, the most powerful segmentation feature on Google Analytics is the Custom Variable.