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Manage Filters Once you ve created a filter, you can apply it to the other profiles. Here are the steps to follow: 1. Click on Filter Manager. 2. Click Edit to open a filter, as shown next.
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3. The lower pane shows the profiles that don t use the filter
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(Available Profiles) and the profiles that do use the filter (Selected Profiles). Select one or more profiles and add them.
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Filters are applied in the order they are listed. The results of a filter are used for the next filter.
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You can grant others access to your analytics account. Before you do this, they must have a Google Gmail account. Here are the steps involved:
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1. Click on Access Manager. 2. Click Add User. 3. Enter the Google Gmail address and name. 4. Select the type of access: View Only or Administrator. If the user
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has Administrator status, they can see all profiles and reports in your account.
5. For users to access the analytics account, they go to www.google.
com/analytics and log in with their Google Gmail and password.
How to Create Tracking URLs
One of the best features of Google Analytics is the link with Google AdWords. AdWords feeds information to Google Analytics about the cost-per-click, the budgets, the keywords, and so on. If you are only using Google AdWords, you can skip the rest of this section. Just remember you can use Google s URL Builder to track online campaigns, such as PPC in Yahoo! or Microsoft, e-mail newsletters,
Search Engine Marketing
banner ads, link building, and so on. You can also track offline campaigns, such as radio ads, TV ads, newspaper ads, postcards, and the Goodyear blimp. This lets you track visits, conversions, and revenues. Google AdWords and Google Analytics are linked by default. If you are using Yahoo! and Microsoft PPC, you need to track those. If you don t tag that data, Google Analytics will treat it as organic data. In other words, a visit from Yahoo! s PPC appears to Google Analytics as organic (nonpaid) traffic from Yahoo! If you tag the data, Google can tell whether it is paid or nonpaid traffic and apply the cost data. This applies to any PPC service you may use. To use the tool, go to Google Analytics Help and search for URL Builder. Select the first link in the results and then follow these steps:
1. Fill out the boxes. 2. Click Generate URL. 3. The tracking URL appears in the bottom field, as shown next. Copy
and paste it into Notepad.
The following is an example of a tracking URL: http://www.koi-planet.com/ utm_source=google&utm_ medium=ppc&utm_campaign=summer The tracking URL is made up of several attributes, such as source or campaign. These allow you to pass information to the analytics tool. In the example, you can see that the source is Google, the medium is PPC,
CHAPTER 4:
Google Analytics
Name Campaign Source Campaign Medium Campaign Term Campaign Content Campaign Name
TABLE 4-1
Required Yes Yes No No
Description The source, such as Google, Yahoo!, Los Angeles Times How the campaign will be delivered PPC, e-mail newsletter, postcard, and so on. If you are using PPC, add the keyword. Differentiate links to the same page. A page may also have three links to the same offer. You can test which works better. Differentiate campaigns, such as name of products, spring, promotion codes, and so on.
Example utm_source=google utm_medium=ppc utm_term=koromo utm_content=photo utm_content=text utm_content=buybutton utm_name=summer
Explanation of the items in a tracking URL, along with examples.
and the campaign is our Summer campaign. Table 4-1 lists the attributes, along with an explanation and examples. You can use the tool to generate a tracking URL and then edit it to create more URLs. You can use these as links in your Microsoft PPC, your e-mail newsletters, and so on. The URL Builder documentation uses a plus sign to combine two words (for example, utm_term=koromo+koi), but URL Builder s result uses %2B to combine two words (for example, utm_term=koromo%2Bkoi). The second version is correct. Google may fix this at some point.
If you plan to use a URL in postcards or on the radio, it must be short and easy to remember, such as Koi-Planet.com/Summer, because people will have to type these. But tracking URLs are often very long and ugly. Nobody will want to type those. Thankfully, several solutions are available. A 301-redirect lets you point the short URL to the long URL. Visitors type Koi-Planet.com/Summer, which is converted into a longer tracking URL. (For more about 301-redirects, see the 301-redirect FAQ at Insider-SEM.com.) Another way is to buy a URL for your campaign, such as SummerKoi.com, JulyKoi.com, and so on. URLs are only $7 at low-cost services such as GoDaddy.com.
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