Last week, Google announced a new set of reports within the AdWords interface called Search Funnels, which are rolling out to all AdWords accounts within the next few weeks. With search funnels, advertisers will be able to obtain a truer sense of value and attribution for keywords that help in the conversion process.

Currently, AdWords assigns credit to a conversion to the first click’s keyword, ad, ad group, and campaign up to 30 days after that first click occurred. For example, suppose I perform a search on Google for the term brown shoes on March 29th. I click on the ad, view a couple of pages, but I don’t convert. Two weeks later, say, April 11th, I search for brown dockers shoes, click on another ad, and this time I convert. AdWords will assign the credit for the conversion to my original search term of brown shoes (provided the advertiser is bidding on that keyword).

Now, with the new search funnels report section, I’ll be able to see which AdWords keywords helped my original keyword convert, as well as a funnel (hence the name) of each keyword that led to a conversion in succession. This new search funnels report section is going to have nine different reports like “assisted conversions”, “last click analysis” and “top paths” to perform deeper conversion analysis than possible before.

Why it’s “the right step” toward proper attribution
Before this product launch, you had two possible options for assigning credit to a keyword for a conversion. You could log-in to AdWords and view the reports in the interface (first-click attribution), or, you could use Google Analytics to view the keywords that matched goals (last-click attribution). If you were an advertiser, you would, over time, start bidding more for the converting keywords that either AdWords or Analytics were displaying, and less for the “non-converting” keywords. As it turns out – and as the more experienced marketers long ago deduced – other keywords lend a big helping hand along the way, but never received the proper credit. What would happen is that advertisers would either shut down those keywords that didn’t appear to convert, or change their bidding philosophy to such an extent that these assisting keywords become irrelevant over time. The result: the number of conversions would struggle to climb, leaving advertisers scratching their heads.

Now, we can assign importance and value to those assisting keywords, and not automatically cast them off as losers or rejects. They are an integral part in the conversion cycle; keywords that assist in the conversion process should remain active and managed intelligently for optimal campaign success.

Why it’s only “a step” at this point
It’s not an end-all, be-all solution, but it’s a great start. Search funnels in AdWords does have a few limitations. First, you must import your Google Analytics goals into AdWords, which is not a big deal for an administrator, but still something that must be done.

As of now, search funnels can only report on AdWords keywords and web site visits. If a user in the conversion process accesses a site directly after previously clicking on an AdWords ad, that user’s direct visit cannot be tracked in search funnels. Not even natural / organic search engine queries are available in search funnels at this time. Also, while the new search funnels reports look like they belong in Google Analytics and not AdWords, they’re actually not available in Analytics yet.

So, true attribution – if there is even such a thing – is not yet within our grasp. But with search funnels, Google has  taken a very large step toward that general direction. I recommend you log-in to your account today, import your goals, and discover which assisting keywords should be optimized for greater campaign success.

Happy Holidays everyone! While some of us have been taking  time off, the fine folks at Google Analytics have been working hard at improving the technical side of their web analytics solution. It’s very important for the continued growth of Google Analytics that new tracking codes and functions be released from time to time. Today, I’d like to cover some of the more recent technical releases, including a new tracking code and some updates to the Google Analytics API.

New Asynchronous Tracking Code

On the first day of December 2009, Google Analytics introduced an alternate way of tracking your website’s pages with its new asynchronous tracking code (nicknamed “async”). The async tracking code takes advantage of a faster loading time and improved browser execution to provide better, more reliable, higher accuracy data. Async still uses the ga.js file, but it is far less dependent upon how the browser loads ga.js, making for a better user-experience for the web visitor.

The way that it works is that the async tracking code is placed toward the bottom of the <head> section of each web page of a website. Then, similar to the ga.js tracking code, the web property ID is specificed (your “UA” number) and then the call to _trackPageview is made, which sends data back to Google Analytics servers. Here’s what the base async tracking code looks like:

<script type="text/javascript">
 var _gaq = _gaq || [];
 _gaq.push(['_setAccount', 'UA-XXXXXX-X']);
 _gaq.push(['_trackPageview']);
 (function() {
 var ga = document.createElement('script'); ga.type
= 'text/javascript'; ga.async = true;
 ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
 (document.getElementsByTagName('head')[0] ||
document.getElementsByTagName('body')[0]).
appendChild(ga);  })();
</script>

The _gaq object that you see at the beginning of the script is what makes the asynchronous tracking possible with Google Analytics. It’s like a queue, collecting each object until the browser is ready to execute them (vs. the standard tracking code which waits for the browser to begin collecting data).

However, with the async tracking code, there is more than one way to skin a cat. Instead of using multiple calls to _gaq.push, you can push all of your commands at once, if you prefer:

_gaq.push(
 ['_setAccount', 'UA-XXXXX-X'],
 ['_trackPageview']
);

Heck, you can even split your async tracking script into two parts, if that is more convinient for you. If your site uses a lot of javascript and rich media, you should definitely consider switching to the async tracking code. Even if you have a “lightweight” site, you should still switch over and reap the benefits of faster, more accurate website traffic data.

New Analytics Tracking Code Wizard

The next time you log-in to your Google Analytics account, and you’re looking for your tracking code by clicking on the “Check Status” link, you may see a new wizard:

This Google Analytics Tracking Code Wizard is designed to make your life a bit easier by asking you a series of questions on the left of the tracking code. Depending upon your answers, your Google Analytics Tracking Code will be modified accordingly, which should reduce the amount of time digging through Google’s technical documents online. This wizard is also available when you create a new profile or Google Analytics account.

Obviously, you should always consult with a Google Analytics Authorized Consultant (like us) before doing any technical implementation on your site.

New Tracking Code Changelog

If you’re really into the Google Analytics Tracking Code, you can subscribe to the Google Analytics Changelog, where you can receive updates as they happen to the Google Analytics Tracking Code. Some of the newest updates have been the deprecation of _setVar, the added controls for cookie expiration times, and new organic search engines added to ga.js. Check out the changelog and subscribe to it today!

New Google Analytics API Features

The Google Analytics API Client Python Library was just updated a couple of weeks ago, allowing developers to write programs and applications in the languages that they know and love.

This update coincides with the new API features that were launched three weeks ago. The new Google Analytics API features include support for Advanced Segmentation, Goal 5-20 configuration data, and new support for Custom Variables. If you’re a developer and haven’t used the API in a few weeks, log-in today and check out how powerful the GA API has now become!

Other Google Analytics Updates

How about something a little less technical? Google Analytics has released several new features in 2009. Most recently, the Google Analytics team released Annotations, which are notes that you can insert directly into any trending graph in Google Analytics. This allows marketers, website owners, and IT departments to keep track of all important events and bring “tribal data” from your company right into Google Analytics! Log-in to your account today and begin to import and share your knowledge across your organization!

We hope that you have a happy new year and enjoy all of these new technical Google Analytics updates in 2010!

Hopefully, everyone had an awesome Thanksgiving holiday filled with fun, family, and food! Did you stand in line at 4AM for Black Friday? Yeah, me neither.

Anyways, now that mostly everyone in the U.S. is back to their normal routines (including me), we can talk about a brand new feature that Google Analytics released last month called Advanced Table Filtering. It’s found at the bottom of all standard report tables in Google Analytics and it allows you to do some pretty neat “on-the-fly” deep analysis of any data set.

Advanced Table Filtering lets you filter the rows in a table based on the conditions that you specify, just like when you create an Advanced Segment and apply it to your profile. This new feature, along with Secondary Dimensions and Pivoting (which were released earlier this year) can help your analysis efforts tremendously!

To start using an Advanced Table Filter, scroll to the very bottom of any of the “standard” looking report tables in Google Analytics and find the blue Advanced Filter” link, next to the regular table filter:

While you can still use the standard filter that allows you to contain or exclude data from a report, you can create an “on-the-fly” advanced segment by clicking on “Advanced Filter”. When you do, the table expands and you get to design your Advanced Filter:

In the example shown in the image above, I want to see only Google traffic that has a bounce rate less than 50% and an average time on site greater than or equal to 180 (3 minutes) in my All Traffic Sources report. This specific criteria took me all of 10 seconds to create and “Boom!” my All Traffic Sources report just got a whole lot more segmented:

Now, I get a better sense of how my Google traffic is receiving my website content, which points me in the right direction to start optimizing my site, my pay-per-click campaigns, or my email marketing efforts!

Advanced Table Filters should be activated within all Google Analytics accounts soon, so that you too can perform cool “on-the-fly” table segmentation like me!

Thanksgiving is just around the corner and the holiday season is officially here. I would like to take this opportunity to thank everyone who reads our Analytics and Site Intelligence blog and subscribes to our RSS Feed. You fine folks rock!

There have also been lots and lots of new features in Google AdWords, Google Analytics, and Google Website Optimizer in the past year that I am extremely thankful for. These features have made my job easier, more enjoyable, and have helped a lot of our clients improve their conversion rates, sales revenue, and their bottom lines. Therefore, I’d like to dedicate this post to all of the following features:

1. Conversion Tracking (AdWords):

For years, Google has offered a free conversion tracking script that can be placed on a receipt page, a “thank you” page, or any important page where you ultimately want your AdWords traffic to go to. Recently, the AdWords team has upgraded the Conversion Tracking section within AdWords to include the ability to create multiple conversion actions, new “one-per-click” vs. “many-per-click” metrics, and a verification feature that can detect if the tracking code is properly installed. Way to go AdWords Conversion Tracking team!

2. The Opportunities Tab (AdWords):

The Opportunities tab within the AdWords GUI provides awesome intelligence on how to improve your campaigns. Whether you should be spending more money, using different keywords, or other suggestions, the Opportunities tab can make very good estimates on areas where you could be missing out.  Log-in to your AdWords account and try this amazing feature today!

3. Google Ad Planner (AdWords):

Do you need to see detailed demographic data, domains and sub-domains, keywords, and other traffic statistics for the site or audience that you’re planning to advertise to? Google’s Ad Planner is nothing short of amazing in this department! If display advertising (images, video, rich media) is important for you, you seriously need to sign up for Ad Planner before you do anything else. Any site that you want to run your ads on with Google AdWords should be listed in AdPlanner, as well as the estimated volume of traffic each site receives as well as what types of ads each site supports.

4. Segmenting (AdWords):

Did you know that you can now easily segment your Campaigns, Ad Groups and Keywords in AdWords, much like you can segment any dimension in Google Analytics? This helps you to slice and dice your AdWords campaign data to make better decisions about how you’re spending your hard-earned marketing dollars.

5. Secondary Dimensions and Pivoting (Analytics):

The combination of Secondary Dimensions and Pivoting in any Google Analytics report table makes my job so much easier, faster, and more fun! You can now see up to five separate dimensions all in one report table view, which makes data-mining a far less arduous task.

6. Multiple Custom Variables (Analytics):

No longer are we bound by one label or one bucket for any website visitor. We can now assign visitors multiple labels, thanks to the new Multiple Custom Variables feature in Google Analytics. It takes just a bit of coding to pull it off, but the little bit of technical implementation is by far outweighed by the sheer flexibility and depth that you obtain!

7. Enhanced Mobile Tracking (Analytics)

Mobile analytics with Google Analytics has improved dramatically with this new report section. Found under the Visitors section, site owners can now view the many different mobile devices and mobile carriers that bring visitors to their websites. With a little bit of additional coding, any one using a .mobi site can track their mobile website’s activity in a much smoother and easier way. Oh, by the way, iPods and Nintendo DS Lite’s are counted as mobile devices

8. Intelligence / Custom Alerts (Analytics)

Want to know about significant events that happen on your site, and some guidance as to what to do next? The new Intelligence section is your new best-friend. Google Analytics can now alert you to highly significant events that are happening on your website, who or what are the causes, and what Google Analytics expected to happen (vs. what actually happened). It can also iron your pants and make toast! Well, maybe not yet – perhaps it will be able to soon

You can also create your own custom alerts and have them emailed to you on a daily, weekly, or monthly basis. Define your own important criteria and observe significant increases or decreases of stuff that’s important to you.

9. Experiment Notes (Website Optimizer)

I’m also very thankful for the wonderful people at Google for their Website Optimizer product. Specifically, I really like Experiment Notes, a brand new feature within the Google Website Optimizer interface. With each new A/B or multivariate experiment, I can write notes about that experiment, such as the start date or important specifics that I need to keep track of, which I can go back to at any time.

10. Over-time charting (Website Optimizer)

Finally, over-time charting in Google Website Optimizer lets me view conversion data plotted daily across a Google Analytics style trending graph, at the top of my experiment report. This lets me observe experiment success / failures over the course of time, and allows me to watch the observed improvements in a cleaner, more graphically-pleasing way.

Those are just some of the many features that I am thankful for. I hope that you have a happy Thanksgiving, a happy “black Friday” and a very happy “cyber Monday”!

One of the biggest challenges facing Google AdWords advertisers today is data analysis. Sure, AdWords marketers can determine their ad and keyword quality scores, click-through rates and cost per click bid prices, but what happens to the searcher when they land on the web site, after the click has occurred?

Most AdWords marketers also have a Google Analytics account at their disposal, but a very high percentage of marketers today do not have their Google Analytics account synced with their Google AdWords account. When your AdWords and Analytics accounts are not synced, you could be:

1. Missing out on valuable AdWords data.
2. Seeing a lot of (not set) keywords.
3. Experiencing a very high distortion between your visits and your clicks.
4. Not taking advantage of the “Clicks” tab within the AdWords section of reports with the Traffic Sources section.
5. Mixed or garbled information in your Campaigns, Keywords, or Ad Content reports.

Today, we are going to show you how to sync your Google AdWords and Google Analytics accounts together, so that you can join the party and collect valuable AdWords data within your Google Analytics account.

Step 1: Take charge and become an administrator!
In order for you to sync AdWords and Analytics, the email address that you use to log-in to your AdWords account must also be an administrator of the Google Analytics account. If it is not already an administrator, please get a hold of the person that is the Administrator of your Google Analytics account, and ask them to make you an Administrator. You really shouldn’t do anything else before this happens.

Step 2: Log-In to AdWords and sync your accounts!
After you’ve become a Google Analytics Administrator, it’s time to sync your accounts together.

First, click on the Reporting tab and click on the Google Analytics link, found on the top navigation menu of your AdWords Account:

Once you do that, you should see a screen that looks like the one below, which gives you two options. You can choose to create a new Google Analytics account (no!), or, you can select the second option to link your existing Google Analytics account to your Google AdWords account (yes!). Click on Continue to move on to the next step.

After clicking on Continue, you will reach the final step in the AdWords to Analytics syncing process. Your Google Analytics account’s name should appear in the drop-down menu in the middle of the screen-shot below (if you’re not an Administrator, it won’t appear). Leave “Destination URL Auto-Tagging” checked on, and click on Link my account towards the bottom of the screen.

Congratulations! You’ve just synced your Google AdWords and Google Analytics accounts together. That was fairly easy, was it not?

Step 3: Enjoy The Results!
Now that your Google AdWords and Google Analytics accounts are synced, you can enjoy Campaign, Ad Group, and Keyword data from your AdWords marketing efforts found within the Traffic Sources section of reports. After a couple of days, you’ll also be able to see data populating within the Clicks tab within your AdWords Campaigns report. ROI, Revenue Per Click, and Margin are three new metrics that will appear across the top score-card to give some additional meaning and performance evaluation for your AdWords Campaigns.

You’ll also be able to take advantage of the Keyword Positions report, which will show you keyword click and performance metrics based on the position of each one of your ads, as they appear in a search result.  Also, if you participate in Google TV Ads, you’ll be able to see impression data for your TV Ads, including cost and CPM metrics.

So what are you waiting for? Log-in to your Google AdWords account and sync it to your Google Analytics account today!