Sunday, December 28, 2014

Google Tag Assistant -Troubleshoot Incorrect Installation of GA Codes With FREE Chrome Plugin

Google Tag assistant is an awesome plugin that helps to troubleshoot installation of various Google tags including Google Analytics, Google Tag Manager and more. For large websites that gets updated frequently, we need a simpler solution to verify if the various analytics codes are working correctly. With Tag Assistant, it becomes super easy. You only need to navigate to a webpage and click on Tag Manager. It will report any errors and suggest improvements to the implementation.

The below screenshot displays the tag analysis of the popular online shopping portal Flipkart. The Tag assistant correctly identifies the different tags detected on the home page namely GA and Remarketing tags.

Get Tag Assistant Here

Have a look at the below video to learn more about the Google Tag Assistant:

Also See:

List of Meta Tags That Google Supports and Understands
Best SEO Plugins for Google Chrome
Multi Channel Funnel in Google Analytics
Regular Expressions on Google Analytics
List of Google Search Operators

Friday, December 26, 2014

How to Measure The Value of Content On Your Website With Google Analytics

Content is the currency of the web. Content that provides high value to the visitors often brings in the maximum revenue. Here, I am talking about those websites where content plays a key role in conversions. The biggest problem that marketers face is how to measure the value of content and group them together to see which piece of content has generated the maximum revenue and vice versa. This might help them to focus more or have an increased budget for those types of content that brings in more visitors or for those content that helps to engage the visitors more ultimately adding to the brand value and conversions.

Key Google Analytics Metrics To Measure Audience Engagement

Let's discuss about the metrics that are essential to measure the value of content:

PageViews - Pageviews is the total number of pages viewed. Repeated views of a single page gets counted.

Unique PageViews - Unique Pageviews is the number of visits during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page Title combination.

Average Time on Page - The average amount of time users spent viewing a specified page or screen, or set of pages or screens.

Bounce Rate - Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

Exit Rate - %Exit is (number of exits) / (number of pageviews) for the page or set of pages. It indicates how often users exit from that page or set of pages when they view the page(s).

Key Reports That You Should Look Into

A- Engagement View Located Under The Audience Reports

This report shows how many visits lasted each length of time shown under the session duration column. The second column shows how many pageviews each session duration delivered.

Now, let's take an example, suppose I have a website where I am selling slimming belts and I also have a resource section where I have a list of webpages having content that educates people about the benefits of weight loss. I want to find out how many people are actually liking the content. I already have the information that people who spend more than 4 minutes on my site gets converted more often and now I want to find out how many sessions I am able to generate that consists of more than 4 minutes using organic traffic only. I will straightaway head over to the engagement view and filter organic sessions using the advance segment.

This will help me to determine how many sessions are my content being able to generate that can deliver maximum conversions using the organic channels.

B- The All Pages View Under The Behavior Report

Keeping the advanced segments for organic traffic on, I am able to view the top pages on my site that are generating maximum views. I also keep an eye on the bounce rate and exit rate of the site.

I would strongly recommend to keep an eye on the following metrics with the help of this report:

1- The page URL's that are generating the maximum pageviews with the minimum bounce rate.
2- Page URL's generating the maximum time on page.
3- Page URL's generating the maximum number of unique pageviews.
4- Page URL's leading to maximum number of exits. 

C- Behavior Flow View Under The Behavior Report

This report helps to see the percentage of drop offs that are being generated from the starting pages or the 1st interaction or the 2nd interaction pages.

Have a look at the below report for my blog where I am able to see where exactly do people tend to drop off from my website.

This visual representation of top pages of my site on which the audience interacts the most helps to give me an idea as to where should I exactly focus my attention.

D- The Goal URL's View Under The Conversion Report

This report helps me to analyze which are those URL's that are helping me to generate the maximum conversions. Please keep the organic channel filtering on because this will display only those conversions that have happened using the organic medium.

The report can easily indicate the top value pages on my website and gives me an idea on what genre of content I must produce on a regular basis in order to keep on increasing my revenue.

Also See:

Macro and Micro Conversions for Online Portals
Learn Analytics FREE
How to Find the Best Day of Conversions Through Analytics
Data Sampling in GA
How to Create Goals in GA?
Understanding Goal Flow in Google Analytics
Google Tag Manager
Universal Analytics
Multi Channel Funnel in Google Analytics
Regular Expressions on Google Analytics
Search Queries in Webmasters Tools
Google Data Highlighter
Seo for E-commerce Websites

Tuesday, December 23, 2014

Google Pigeon Update Rolls Out to All English Speaking Countries Except India

Another major roll out for Google Pigeon update has taken place. This time, the update has extended beyond USA to all the English speaking locales like UK, Canada, Australia etc. Indians however have to wait for some more time because this update has yet not been rolled out in India. 

The Pigeon update has been aimed at providing a more useful, relevant and accurate local search results linking them closely to traditional web search ranking signals. It was reported that some big brands have lost 5-10% of their organic traffic post-Pigeon.

Ranking Factors That Pigeon Considers:

1- Location of the searcher (displays results only within 10-20 miles of the search location)
2- Quality of baclinks pointing to the site
3- Co-citations and References 
4- Increased emphasis on Knowledge Graph
5- It overweights brand queries (EMD domains might get a boost)
6- Relevancy of Google My Business Page and careful linking of Google My Business Page with the main site URL.

Have a look at the below video for learning more about the Pigeon update:

Also See:

Saturday, December 20, 2014

New Store Visits Metric Added Under ETC (Estimated Total Conversions) in Adwords

People react differently, some might directly visit a physical store to purchase items while some might browse online before selecting a store. This relationship between physical and online world is measured effectively by a new metric in Adwords known as the "Store Visits". This metric will let the advertisers know the percentage of in store visits that are driven by Google ads.

More than 95% of sales happen through offline stores but online activity influences the purchase behavior happening on these stores. The brands need to have a subtle presence felt online in order to drive traffic and conversions to their offline stores.

Estimated Total Conversions (ETC)

AdWords provides you insights as to how your ads influence new conversion types, such as phone calls, store visits and conversions that are completed after a customer uses more than one device or browser. A customer might locate your ad on a smartphone while traveling but he might make a purchase after he reaches home, this time using a browser. Here, the customer is using more than one device to complete a purchase. Similarly, any customer might see an ad on her mobile phone while locating a store in her area and might visit that store shortly making a purchase by physically visiting the store instead of purchasing it online. Such physical store purchases get missed and are not attributed to adwords. This new metric helps the advertisers to actually find out how many percentage of people are visiting their physical stores after seeing an ad online. The Estimated Total Conversions column displays the estimated conversion types, such as cross-device conversions or call conversions from ads shown on tablets and computers.

Screenshot displaying the estimated total conversions column.

Please note: You need to have conversion tracking enabled to get this data. 

How "Store Visits" Metric Might Help?

, one of the leading retailer of pet supplies, uses store visits data to improve its customer shopping experience. Based on the insights,  gained via store visits metric, it has been estimated that 10-18% of clicks on search ads lead to a store visit, PetSmart is now investing more in ads with an increased use of location extensions to show maps and directions to help people find nearby stores when they are searching for products like puppy treats or aquariums.

Currently, only selected advertisers in US have been given access to this metric. In the recent months, we can assume this data to be made available to a larger percentage of advertisers. You need to contact Google representatives in order to identify whether your business qualifies for this data or not. 

Also See:

Mobile Search Ads Can Show Upto 3 Different Locations
Custom Affinity Audiences in Adwords
More Visibility for Mobile Ad Extensions
5 Easy Ways to Optimize Your PPC Ads
Adwords Callout Extensions

Thursday, December 18, 2014

Google Can Now Control Your Room Temperature!

Imagine you are out on a flight on a chilly Sunday night and feeling really cold. When you reach home, you find the room temperature to be warm and comfortable. There wasn't anyone in your room but still the room temperature became just perfect. How was that possible? Well, in a recent great technological adaption, Google along with its partnership with NEST can now control the room temperatures of your house. You only need to say "Okay Google, Set my Nest to 25 degrees" from your phone and it will be done! From cold to hot or from hot to cold, you now have the power to control the temperature of your house with your wireless device. 

Setting the right temperature at the right time is easy with Google and Nest. All you need is a Nest Thermostat and the Google app on Android or iOS. When you’re on your way home, Google will work with Nest to pre heat or cool your home to your preferred temperature. You'll also get a Now card to tell you what is happening.

Happy nesting! 

Also See:

Tuesday, December 16, 2014

How Different Marketing Channels Affect Online Purchase Decisions? Check Yourself!

Google offers a free tool to compare the different channels of digital marketing that helps to generate conversions. For business owners, the ultimate destination is a sale and Google Analytics offers excellent custom tagging options that helps such business owners to identify the channels that are generating the maximum revenue. 

But, what if we need to find out which channels offers the maximum conversion possibilities based on specific industry and country? This will require big data processing for which we might not have sufficient resources. Now, this problem of big data analysis is resolved with Google offering a free "Customer Journey to Online Purchase" tool that helps to understand the roles these channels play, so you can better plan which channels you will use when, increasing marketing performance.

How to Use This Tool?

1- Choose business size (Large, Medium or Small)
2- Choose Industry
3- Choose Country ( Currently data from US, UK, Australia, Brazil, Canada, France, Germany and Japan are supported)

This tool is really helpful in accessing how digital marketing channels influence a typical buyer before the sale. 

Also See:

Monday, December 15, 2014

Global Ranking Score and On Site Ranking Score - How Google Might Determine Responsive Search Results?

Any search engine works by processing the search query entered by the user and returning a set of search results that matches the user intent. Search engines completes this task with the help of a collection of algorithms which are together known as Ranking algorithm. In one of the recent patents assigned to Google, it has been suggested that Google might use 2 different scores for ranking the web documents. These scores are described below:

Global Ranking Score

A global ranking score is computed for web documents/objects responsive to the search query, wherein each web object includes at least one web page from a cluster of web pages of corresponding websites. 

Implementations can include any or all of the following features. The global ranking score for a particular website is computed based on data identified without reading information from the particular website. The score is determined based on both off site and on site data. Global ranking score computation includes calculation of off site data like number of links to a web page or website from other unrelated websites, the number of times users have selected the web page or website in search results responsive to a particular query, or other statistical data providing information regarding the relevance or authority of a particular website associated with the web object.

Onsite data may include data based on the number of keywords on the web page or website responsive to the search query, the location of the responsive keywords, a number of links to the web page from other web pages having the same domain, and/or the placement of the web page in the structure of the website.

Onsite Ranking Score

Onsite ranking scores are computed for web pages of a particular website in the responsive web objects, wherein computing the onsite ranking score includes evaluating an importance of at least one web page relative to other web pages within the particular website. Consider the scenario when more than 1 pages of a similar website competes together to rank for a particular search query then in such cases, the on site ranking score is computed and only the best result/object from among a cluster of results from similar domain is identified and displayed before the user. 

How Google Applies Global Ranking Score and Onsite Ranking Score For Returning Search Results:

Step 1 - Receive a search query

Step 2 - Global ranking scores are computed.

Step 3 - Onsite ranking scores for webpages of a particular website are computed.

Step 4 - Identifying representative webpages of particular website based on onsite ranking scores.

Step 5 - Compare the strength of onsite ranking score Vs global ranking score. If the scores are consistent the program ends else the global ranking score of that particular website is adjusted based on the comparison of onsite ranking score.

Have a look at the below figure for understanding this behaviour in more detail:

Also See:

Tuesday, December 2, 2014

Why Digital Marketing Needs to be More Segmented in 2015

We are approaching 2015, a year that is seen as a big challenge for digital marketers. Industry gurus have already begun giving predictions as to how brands can gain more ROI by targeting the right audience at the right time and using the right channels. My own opinion rests with SEGMENTATION, I strongly believe, the best way to define your digital marketing strategy in order to generate the maximum pull is by applying the right mix of segmenting your audience using the right tools and criteria. Audience segmentation in 2015 will be the key to generate the best of the revenue.

Be it in the context of multi-channel marketing, customer segmentation is one of the most important but underlooked aspects of digital marketing strategy.

What is Customer Segmentation?

Dividing your customers into small groups based on some criteria so that targeting such refined group of audiences gives you the maximum return on investment. Segmentation can be sometimes simple but better segmentation often is a difficult job. It should be done on the basis of company policies and must always target the most profitable customers.

4 Key Data Types to Segment Your Customers

I did noticed an excellent white paper from Experian that highlights the following 4 key data types to properly segment your customers:

Value - Determines the worth of the customer in monetary terms.

Demographics - These normally include age and gender.

Image Credit: Experian

Behavior - This studies the behavior of the customer, like how often do they check their mails, tweet, like or comment.

Lifestyle - This includes determining the shopping pattern of the customer, the net income, the location etc.

Think Before You Get Overjoyed!

I have seen many marketers wrongly assume that their core customer base is actually the set of people that are converting profitably in an excel sheet. We marketers always have this tendency to manipulate reports to highlight the best achievements and while doing so, we end up segmenting our core customers into profitable and non-profitable. It is therefore important to adjust your criteria each time you play with data.

The Adobe Digital Marketing blog has an amazing comparison of proper customer segmentation. In the below diagram we can actually see that the marketers often get confused when it comes to define the actual audience generating the profits.

No matter whether it comes to choosing a particular digital marketing channel for a specified set of audience to choosing a specific banner to woo a specified set of customers, marketing efforts that are segmented tend to generate more faster and better results when compared to the ones that are just based on a hit and gain strategy.

Do you think customer segmentation in Digital Marketing has a greater role to play in 2015 and the years ahead? Please let me know in your comments below.

Also See:

Mobile Marketing- Definition and Best Strategies
3 Golden Rules of SEO
App Store Optimization Guide
How to Identify Top Converting Channels Using GA