Do you want to save money, improve ROI, and run successful ads? Of course you do! One of the best ways to do this is to optimize your landing pages for conversions. And the best way to do that is through testing.
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.
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:
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'] );
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.
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!
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!
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!