Introduction - CXL



Client NameGA HeathcheackID: Author: Date: 22/05/2013 TOC \o "1-4" \h \z \u Introduction PAGEREF _Toc358233195 \h 3Suggested actions PAGEREF _Toc358233196 \h 4Profiles & dashboard PAGEREF _Toc358233197 \h 5Tracking code PAGEREF _Toc358233198 \h 6Faster asynchronus GA code installed: Fine PAGEREF _Toc358233199 \h 7Profile Settings PAGEREF _Toc358233200 \h 9?Adwords auto-tagging: Fine PAGEREF _Toc358233201 \h 9?Adwords account connected: Fine PAGEREF _Toc358233202 \h 9?Adwords cost data importing: Fine PAGEREF _Toc358233203 \h 9?Time zone: Fine PAGEREF _Toc358233204 \h 10?Remove PPC keywordID’s on landing pages: Fine PAGEREF _Toc358233205 \h 11?Bing tagging: Missing PAGEREF _Toc358233206 \h 12?Newsletter & Email tags: Missing tags PAGEREF _Toc358233207 \h 12?On site search & category search: Not Enabled PAGEREF _Toc358233208 \h 13Goals & Ecommerce tracking PAGEREF _Toc358233209 \h 13?Goals: PAGEREF _Toc358233210 \h 13?Tracking mailto: Code Change needed PAGEREF _Toc358233211 \h 14?Ecommerce tracking: Product Category Not Enabled PAGEREF _Toc358233212 \h 14?Events Tracking: Not-Active PAGEREF _Toc358233213 \h 15?Custom Slots Tracking: Not-Active PAGEREF _Toc358233214 \h 15Filters: PAGEREF _Toc358233215 \h 16?Homepage filter: Add filter PAGEREF _Toc358233216 \h 16?Log Spam: Add filter to prevent log spam impacting data PAGEREF _Toc358233217 \h 17?Exclude internal traffic & agency traffic: Add filter PAGEREF _Toc358233218 \h 18?Webmail filter: Add filter and utm tags to email links PAGEREF _Toc358233219 \h 18?Social traffic filter: Add filter and utm tags to twitter links PAGEREF _Toc358233220 \h 20?Self-referral filter: Add filter and standardise GA code PAGEREF _Toc358233221 \h 21?Error 404 page url filter : Enable GA code and add filter PAGEREF _Toc358233222 \h 22IntroductionWe have reviewed the goals that require tracking for your campaign to be effectively managed. The website structure provides visitors with a number of channels through which leads can be generated. These can be broken into categories:Online booking and paymentBrochure request (eBrochure & postal brochure)Email links (for example reservations@)Email newsletter sign upWe will assume each of these goals would have a value to cruises and be equally likely to result in a lead, with the exception of online booking payments.To acheive setting up a robust and accurate Google Analytics account we need to investigate the following known issues. Please be aware whilst we have made every effort for the audit to cover most known issues, it is possible there will be additional problems we will need to overcome once further investgiation is carried out. We will keep you informed of any work that falls outside of this scope and costs associated. Suggested provide estimated goal value for Google Analytics for the following goal types:Online booking and payment [Sales Revenue Value]Brochure request [?0]Email mailto links [?0] Email newsletter sign up [?0]AnalyticsAgency to provide detailed overview of requirements to accurately track all the listed goal types.Configure account to work within Google Terms of Service.Tag mailto links with GA trackingAdd GA code to 404 pages.Ensure correct tagging of all marketing activity including Yahoo & MSN PPC, email campaigns, etc. Enable on site search & category search to aid content management and development of search campaigns.Enable tracking mailto / email contact.Resolve issue with multiple versions of homepage tracking.Resolve issue with tracking log spam.Exclude inflated visitor data caused by internal traffic & agency traffic (including site confidence).Provide solution to self-referral problem / fix account to ensure correct attribution of revenue to the correct marketing channel.Tag postcode and email fields with class="Sensitive" to allow for Customer Experience Solution such as ClickTale to be easily installed (to future proof installation), this would be beneficial for future conversion optimisation work.Profiles & dashboardBest practice is to set up multiple profiles within your Google Analytics account. We recommend creating the following profiles:MAIN profile (with filters removing internal traffic, etc.)Raw data profile (no filters)PPC traffic onlyOrganic traffic onlyInternal traffic (for testing)You will use the master profile most frequently. Within this report you can segment data to view any medium (PPC, organic, email, direct, etc.) you are interested in looking at.If there are specific reports you know that you will be looking to access frequently we can assist you with creating a dashboard to provide fast access to most commonly used reports. We can show you how to schedule monthly reports, that can be emailed through Google Analytics and distributed to relevant parties. Tracking code Tracking code coverage: 52%CHECK: We have scanned your site to ensure the GA code has not been missed from any pages. Missing code will result in inaccurate data capture.RESULT: Pages are missing GA code.ACTION REQUIRED: Add GA code to : The?404?or?Not Found?error message?is a?HTTP?standard response code?indicating that the?client?was able to communicate with the server. Accurate tracking of 404 pages enable website owners to keep track of any internal problems that may exist on the website.RESULT: Problems exist.ACTION REQUIRED: Add GA code to asynchronus GA code installed: FineCHECK: We have checked your site for the latest version of the analytics tracking code as it offers an improved way to track website visitors with Google Analytics. It takes advantage of browser support for asynchronous JavaScript to enhance the speed in which the tracking code is loaded. With this version of the tracking code, you can also place the snippet higher in the page without delaying subsequent content from rendering.RESULT: is using the faster version of GA. ACTION REQUIRED: no action required Note: see this link for missing images: SettingsAdwords auto-tagging: FineCHECK: Has auto-tagging been enabled? Auto-tagging appends a unique ID to the end of the destination URL. This unique ID allows Analytics to report the details of the click: which Adwords keywords brought a visitor to your site, which campaign that keyword was from, and how much that click cost. You can calculate return-on-investment (ROI) by associating this data with goals or e-commerce conversions.RESULT: Auto-tagging was enabled.ACTION REQUIRED: No action required.Adwords account connected: FineCHECK: Has the Google Analytics account been connected to the correct Adwords account? This enables AdWords click data (impressions, clicks and cost) to be connected to the analytics data. RESULT: It was connected to the correct AdWords account. ACTION REQUIRED: No action required.Adwords cost data importing: FineCHECK: Cost data is information imported from an AdWords account (i.e. impressions, clicks, cost, CTR, CPC) into an Analytics account. This data is found on the 'Clicks' tab of reports in the Traffic Sources --> AdWords section.RESULT: Working correctly. ACTION REQUIRED: No action required.Time zone: FineCHECK: Ensure the analytics and Adwords time zones are set to reflect the main market in which the campaign operates.RESULT: Time zone is correctly set. ACTION REQUIRED: None Remove PPC keywordID’s on landing pages: FineCHECK: PPC keyword ID`s are not visable on landing pagesRESULT: Landing pages are harder to analyse. Common parameters includeOVRAW, OVKEY, OVMTC, OVADID, OVKWID, OVCAMPGID, OVADGRPID, OVNDID, ysmwa, msclkidACTION REQUIRED: no action requiredNote: Here is a list of the 20 parameters found within GA:URL parameterCountExcursionID1587pageid651CurrentPage179addCruise176CruiseEpiPageID174searchbynumbercriteria164voyagecode164VideoFileTitle150embarkdate143rc123voyagename48duration36deck22room20width17entryId14Bing tagging: MissingCHECK: Ensure Yahoo and MSN paid traffic has ?utm_medium=cpc&utm_source=bingRESULT: If these tags are missing this PPC traffic is recorded as organic.ACTION REQUIRED: Correct tags are missing. Add tags to your PPC campaigns for Bing to allow correct tracking of your PPC campaigns. to add to Bing Adcentre ppc landing pages:: ?utm_medium=cpc&utm_source=&utm_term={keyword}&utm_campaign=m{OrderItemId}-{MatchType}&utm_content=m{AdId}&msclkid={msclkid}Newsletter & Email tags: Missing tagsAdditionally, the following require manual utm url tags, to allow marketing channels to be recorded correctly:vanity urls from offline marketinggoogle base/productsnewsletter/emailsocial linksaffiliate inbound linksbanners (which not part of GoogleDisplayNetwork)rss news feedGoogle Analyics URL bulder for utm tagging site search & category search: Not EnabledCHECK: Ensure site search & category search is enabled.RESULT: Establish user intent (what visitors are looking for on your website) and additional keyword lists are not visible to you unless this is enabled.ACTION REQUIRED: add SiteSearch (departureMonths) and Category Search (shipIds or regionIds) parameter, then add filter to tidy site search page URL’s.Goals & Ecommerce trackingGoals: Online booking and payment [Sales Revenue Value]Brochure request [?0]Email links [?0] Email newsletter sign up [?0]CHECK: Reviewed all goals are being tracked correctly.RESULT: Not tracking all required goals / problems with self referrals and correct attribution of revenue Vs marketing source. ACTION REQUIRED: Provide with solution to resolve known issues with attribution of eCommerce revenue including self referrals & revenue from staging site. In addition to provide clear documentation outlining requirements for PPC, email, social, etc. to be correctly tagged for Google Analytics. Tracking mailto: Code Change neededCHECK: Are you tracking all goals including mailto / email links? RESULT: NoACTION REQUIRED: An optional code changes is needed for pages where an email link is present e.g. contact@Optional code change: <a href="mailto:contact@?subject=Message%20from%20website" onclick="_gaq.push(['_trackPageview','/virtual/mailto/contact@']);" >Click here to email</a>Ecommerce tracking: Product Category Not EnabledCHECK: Ecommerce is fully enabled. RESULT: Allows product selection and revenue data to be shown.ACTION REQUIRED: Product category field is blank - enable product category.Events Tracking: Not-ActiveCustom Slots Tracking: Not-ActiveFilters:Homepage filter: Add filterCHECK: Homepage filter url recorded correctly?RESULT: Currently you are tracking multiple homepages ACTION REQUIRED: Add filter fix.: it is best practice not to use the default homepage setting in GA, as this causes all categories to change from “/en/” to “/en/index.asp”, not just the homepage “/”.Log Spam: Add filter to prevent log spam impacting dataCHECK: Ensure website is not vulnerable to log spam or recording traffic from developers.RESULT: Fake traffic and staging traffic is recorded.ACTION REQUIRED: Add hostname filter.Exclude internal traffic & agency traffic: Add filterCHECK: Ensure internal traffic or call centre traffic is not includedRESULT: Visitors counts are skewed if filter not added. Previously this was a major problem.ACTION REQUIRED: Pls confirm filter on:Webmail filter: Add filter and utm tags to email linksCHECK: Ensure traffic from e-shots is recorded under the correct source & medium.RESULT: Results are harder to analyse ACTION REQUIRED: Add filterSocial traffic filter: Add filter and utm tags to twitter linksCHECK: Ensure traffic from social is recorded under the correct source & medium.RESULT: Results are harder to analyse ACTION REQUIRED: Filter enabled. Ideally, tag links from social to ensure campaign data captured aswell.Self-referral filter: Add filter and standardise GA codeCHECK: Referrals from owned domains separated.RESULT: External referral traffic harder to analyse.ACTION REQUIRED: Add filter to change visits from and other web properties into a medium of “self_referral” to seperate from other referrals.Error 404 page url filter : Enable GA code and add filterCHECK: Broken pages are separated from active pages.RESULT: Broken pages are harder to identify and fix. ACTION REQUIRED: Add GA code to 404 pages, then add filter to move “page not found” into /error_404/Appendix: GA Dashboard with list of errorsAppendix: Example GA profile filtersAppendix: Suggested changes blog to wordpress then enabling this ga pluginIf it was changed to wordpress, then this plugin could be used: ................
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