Measurement Framework for SEO Analytics- Part Two

Part two focuses on Coding for Measurement. To effectively use the web analytics tool you need to ensure that the key variables are getting passed from your search program. This may take the form of a campaign code, i.e. t:knc:c:gtlifinsbro:ad:lifins:se:msn:k:lifeinsurance:m:ext. Parameters such as identifying paid campaigns, ad group, purchased keywords and create are included in the comprehensive tracking of inputs.
For a successful infrastructure, it is essential that your web analytics solution e setup to recognize campaigns when they are properly coded.
  • Omniture:  Pull the s.campaign variable by using the GetQueryParm plugin.  Set tracking code id in admin.s.campaign=getQueryParam(“cmpid”)
  • Webtrends:  Automatically detects wen it sees the parameter “wt.mc_id”= in the query string.  Must have campaign module enabled.
  • Google:  You will need to tell your developer what variables and values you want to capture.  If you are only tracking AdWords, just use the automated tracking function within AdWords.  No need to customize.  Google accepts the following variables in the query string.  The red variables are the most important:
    • utm_campaign – the name of your marketing campaign.  Keep it short and general
    • utm_medium – method of distribution.  This might be all PPC now but ou could extend this tracking to email campaigns, banner ads, etc.
    • utm_source – who are you partnering with to push the message?  Google, Yahoo, MSN, for example
    • utm_content – ad version.  Often used for testing one version of text over another.
    • utm_term – keyword.  Google analytics will pull Adwords data through, but other engines will be lost unless you do further integrations. 
For Google Apps campaigns, any link anywhere which is part of your campaign should be tagged.

a PPC campaign run on Google might look like this:

a PPC campaign on Yahoo might look like this:   

an email newsletter campaign might look like this:   

Reports are not analysis.  They are output created to visualize the data. 

SEM Capabilities

PPC Buying Optimization:
Key Capabilities
    • For Broad Match
         Track results by both actual search term used and search term purchased
    • For Ad Networks
         Track Content Match Source – critical for remnant networks
    • For long-tail analysis
         Ability to collapse search terms and analyze them as a unit
    • Program Timing
         Day Parting and Time Parting in the WA tool
    • Cost Integration
         Carry the key purchase data (impressions, clicks, cost, position) to the behavioral data
    • Creative Optimization by Success
         Analyze keyword by creative to conversion

Site Behavioral Reports
    • Ability to Path over time at the Event Level
            -   X Visitors Entered on PPC Search – Y Re-Entered on Visitor Search – Produced a Success
    • Over-Time Report (Behavior of Visitors who entered on PPC during a particular time period in subsequent time periods)
    • Page Performance by Entry Type Report
-           (SEO, PPC, Other Campaign, Direct, Previous Page)