The Google Analytics Academy started a new course (March 11th 2014) called “Google Analytics Platform Principles“. Though not required, it is recommended completing the “Digital Analytics Fundamentals” course on Analytics Academy before beginning this course:
The fifth part of the forth lesson addresses marketing campaigns.
Two user attributes – dimensions – Google captures are source – the referring website – and medium – the referral mechanism, how the user got to your site.
By default there are three mediums:
- organic – identifies traffic coming from unpaid search results,
- referral – traffic from other websites which are not search engines,
- none – for users typing the URL directly or using a bookmark.
Via link tagging you can add extra information to links to track campaigns – the first three should be added for all manual tagging:
- the Source and Medium tags allow to overwrite the default values described above,
- with the Campaign tag you can name your marketing campaign,
- the optional Term tag allows to identify keywords of paid search campaigns,
- and the optional Content tag allows to specify different versions of your campaign.
The URL builder helps to create those tags correctly.
Because Google AdWords and Google Analytics are connected, there is no need to create campaign tags manually for AdWords campaigns. The AdWords auto-tagging is enabled by default and adds also other dimensions specific to AdWords campaigns.
Channels allow to group traffic based on various link tags. There are predefined channels Direct, Email, Social, Organic and Display. It’s possible to redefine them and to create new ones.
Campaign information shows up
- in the All Traffic report – including all sources and mediums from default values and tags,
- in the Campaigns report – including data for each campaign used in tags and AdWords campaigns, but also information from the Content tag, which however will requires a change of the Primary Dimensions to Ad Content,
- and in the Paid Search Keywords report – including tagged keywords.
… back to Pat’s niche site duel … after one month … it seems Pat is a little bit complaining … the niche he chose is/was more competitive than the ones of his niche-site-duel opponents … and he does/did all the work himself …
Nevertheless, his site now (September 9th, 2010) ranks #119 at Google, #8 at Yahoo.
His strategy did not change:
- creating content that people find useful and helpful,
- and content that help higher rankings in search engines.
Concerning the first one, Pat faces the problem that he actually does/did not know anything about his niche … Here he refers to “The Curse of Knowledge” found in Made to Stick by Chip by Dan Heath. People who know everything about a certain topic sometimes find it hard to teach newcomers. Where to start? What is considered to be basic knowledge? How to reduce that amount of knowledge to a beginners level …
Pat starts at the same level – zero. Documenting the steps of his research, provides a unique point of view, which experienced teachers don’t have, but might help others starting from scratch and soon excelling, becoming experts …
To create content that helps higher ranking in search engines, Pat tries to find out what people are searching for and fits his content to address those topics and use those specific terms as keywords …
… and did you know about the Google Dance? New sites change their ranking quite drastically depending on the indexing process …