• Oct232007

    Google Analytics - How to

    Posted by Gene in Marketing

    This is a great article on Vitamin about Google Analytics - you should defnately have Google analytics setup on your website…

    Read this Exerpt:

    5 Aspects of Online Marketing

    1. The Campaign: The campaign is the high level marketing activity that you’re conducting. Think of it as a bucket that holds other activities. For example, you may conduct a big “back to school” marketing campaign. This campaign might involve an email blast to your newsletter subscribers, a special paid search campaign, and some banner ads. All of these activities are part of the “fall-sale” marketing campaign.
    2. The Medium: The medium is the mechanism that is used to push the message to the customer. Continuing the fall sale example, the campaign has multiple mediums because we’re using multiple mechanisms to reach the consumer. We’re using email, banner ads and paid search. All are different mechanisms for pushing the message out.
    3. The Source: The source identifies who is delivering the message to the customer and helps us better understand the medium. For example, there might be three sources for the paid search component of our campaign: “Google” for Google AdWords, “Yahoo!” for Yahoo! Search Marketing and “MSN” for Microsoft AdCenter.
    4. Term: The term is only used for paid search tracking and identifies the keyword that the visitor used in their search. It should be noted that you do not need to use a term. Every search engine will, by default, pass a keyword to your site and Google Analytics will capture and store that keyword. However, not every search engine will pass along the exact term that the visitor entered.
    5. Content: The content attribute is optional and stores information about the ad that the visitor clicked on. For example, we may want to send out two versions of our email newsletter during the back to school campaign. The emails will be sent at the same time, but will contain different formatting. We say these emails have different content. Using Google Analytics we can identify which ad performed better for us.

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