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Customizing Megalytic: Traffic by Demographics Widget

Published December 30, 2015
Sure, you may start analyzing website data by looking at traffic volume and engagement to give yourself a general view of how many people are finding your site. But are you also taking the time to evaluate demographic data such as age, gender, and interests to learn more about the people who do find it?
Looking at traffic by demographics will tell you even more about your visitors, allowing you to identify if you’re actually reaching the audience you desire to target. In addition, you can also see if a particular unexpected demographic is taking interest in your site. For instance, you may currently target 18-24-year-olds, but find that you’re getting the most interest from people in the 35-44 age range. This level of insight can help you uncover new, more profitable opportunities for marketing.
To help businesses leverage these insights, Megalytic offers a Traffic by Demographics widget allowing you to show Google Analytics demographic data in your reports. In this article, we’ll review how to set up this widget in your reports, as well as how to customize it based on the information that you want to show. Of course, you’ll first want to make sure that you’ve enabled demographic data collection in Google Analytics. Once the data begins appearing in your reports, you can import it into the widget.

 

 

Tracking Internal Site Searches in Google Analytics

Published December 18, 2015
Online search behavior reveals incredibly valuable data about your website visitors. It provides insight into how visitors found your site, what they were expecting to find, as well as the path they took once they got there. As marketers, we’ve gotten pretty good at looking at this search data to better understand the goals and the actions of our users.
However, sometimes we focus too much on how a user got to our site without ever considering what they searched for within the site. We’re so focused on the Google search, we ignore the internal one.
Internal site searches can reveal what potential customers are looking for after arriving on your site. For instance, potential customers may land on an ecommerce site from a brand search and then look for a specific product within the site once there. Even if they arrived via a product search, they may still use the site search to refine the query and get even more specific, for example, refining a search for sneakers to include the specific brand and style they are interested in purchasing.
Internal searches can also reveal areas of growth opportunity by uncovering situations where certain information may be unclear or lacking on your site. For example, if a large percentage of visitors are searching for your return policy or for specific support pages, this may be a sign this information should be made more visible on your site.
Thankfully for marketers, Google Analytics allows you to track internal site searches with a bit of customization. Let’s look at how to set up this tracking and how to view the data.

 

 

Customizing Megalytic: AdWords KPI Widgets

Published December 10, 2015
Should your monthly report provide your client with specifics related to campaign performance? Yes, absolutely.
Should your report open with those specifics? Maybe not.
As a general rule: lead with the key performance indicators (KPIs), then dig deeper.
Showing KPIs before delving into campaign specifics provides your client a high level picture of results. They can see exactly how many clicks came from ad campaigns, how many conversions happened, and how much money was spent overall. This is important as executives reviewing reports may only have time to read (or an interest in reading) top-level statistics. While you still should include more detailed breakdowns of performance, those details will be more beneficial to the marketing staff who take more time to analyze the results in the report.
The AdWords KPI widgets in Megalytic allow paid search marketers to easily put important metrics front and center in their reports, helping clients understand, at a glance, the effectiveness of their campaigns. Comparisons to previous periods can also be included, providing perspective on whether numbers have gone up or done over time.
Below, we’ll first show the single AdWords KPI widget (shown simply as “AdWords KPI” in the list of widgets) before moving on to discuss the AdWords Multi KPI widget.

 

 

A Google Analytics Checklist for the Holiday Season

Published December 3, 2015
Whether you love it or fear it, the holiday season is here! For many, the next few months have the power to make or break a business’ annual revenue, leaving online marketers busy preparing special offers for customers to get them into the store and spending dollars. To aid in this effort, landing pages launch to advertise discounted products, email messages go out, and ad campaigns ramp up with new holiday messaging. It’s the happiest busiest time of the year!
In the hustle of getting holiday promotions out the door, it’s far too easy to skip over properly tracking your efforts. You may not even notice until your client asks for an end-of-season report and you suddenly realize the landing page central to the promotion never had analytics code installed. Oops!
To avoid costly and embarrassing mistakes, review this checklist to ensure you’re ready to track and report results from your holiday campaigns.

 

 

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.