How to Create a Filter to Tidy up Email Referrals

Roll up Yahoo Mail, Hotmail referrals

If you send marketing emails without campaign tagging or an external company e-mail your sites links to its users that have Yahoo Mail or Hotmail, users will arrive at your site via one of the many Yahoo or Hotmail servers. So searching for mail.live.com in your referral report gives you hundreds of referrers which are actually one and the same referral link.

 

 

You tend to get referrals like above ( ”xy342w.mail.live.com”). You can roll these together so you can see hotmail referrals grouped together by making changes inside Google Analytics so that reports are clearer and easier to breakdown.

 

Login to Google Analytics; select your profile you wish to roll up this data. Select Admin > Profiles > Filters

 

 

The next step is to create a New Filter.

These Filter you need to create will be a custom filter that will look at campaign sources and replace/rename the string with something that rolls them up into an easy to view source.

Filter type: Custom Filter > Search and Replace

The filter field that will be searched will be the Campaign Source and in order to ensure that all possible variables of the email source are collected a regular expression will be needed.

Filter Field > Campaign Source

Search String > “A Regular Expression”

sn144w.snt113.mail.live.com will need the following regular expression

^.*mail\.live\.co.$

Replace String with the name you wish to roll it to. I have chosen livemail.

Select Save.

Example below.

Windows Hotmail/Livemail:

 

 

This is a guest post contributed by James Cornwall

About James Cornwall

As Digital Analyst at 4Ps Marketing, James is responsible for the recently launched analytics department. After studying Civil Engineering at CITY University, James has undertaken a career in ecommerce and digital marketing. He is Google Adwords and Analytics Certified, and in his spare time is a keen hockey player. Ask James a Question: Follow on Twitter – @jamesc_4ps LinkedIn – http://uk.linkedin.com/in/james-cornwall/

Tracking Campaigns in both Google Analytics and Omniture Site Catalyst

If you are using both Google Analytics and Omniture Site Catalyst then you know that both these tools require different campaign variables to track campaigns. So what are the ways you can satisfy the requirements of both the tools so that you can see campaign performance in both of them.

Option 1 (Best Option): Use multiple query parameters

For GA you should use utm_campaign, utm_source, utm_medium

For Omniture add another parameter say ocid

Example: http://gapremium.com?ocid=123&utm_campaign=spring&utm_source=msn&utm_medium=banner

Option 2: Use one set of variables for one tools and convert them for other tool

For example: If you have GA enabled campaigns with only utm_campaign, utm_source and utm_medium already running then you can campture google campaign variables in javascript code , concatenate them to create a single value and then set that value in Omniture s.campaign variable.

Example:

http://gapremium.com?ocid=123&utm_campaign=spring&utm_source=msn&utm_medium=banner

Capture all the Google Analytics campaign variables in a JavaScript code as

campaignvalue = ‘spring : msn : banner’

The set this as the value for s.campaign value in Omniture

s.campaign = campaignvalue;

Google Analytics Campaign Tracking Made Easy

We have just released V1 of Google Analytics Campaign Tracking Sheet. This sheet makes it easy for you to keep track of the campaign your are running and also allows you to easily build a tracking URL that you can copy and paste.

Please send us your feedback so that we can improve this sheet. Feel free to tweet about this and share the love.

V2 is already in works and will be released shortly.

Download your copy of the Google Analytics Campaign Tracking Sheet

Also see How to Track Campaigns in Google Analytics

Tracking Non Google Analytics Campaign Parameters in Google Analytics

Google Analytics can track up to 5 campaign variable of which 3 are required.  Generally, the campaign variables are passed via URL of the campaign landing page.   For example, if you  want to send users to http://www.GAPremium.com via a campaign then you might use something like

http://www.gapremium.com? utm_campaign=Feb2012bannercampaign&utm_medium=bannerad&utm_source = yahoo&utm_content = 300X250&utm_term=training

In the above URL, all the query parameters are the campaign parameter that Google Analytics needs to track and attribute the click to the campaign. (See How to Track Campaigns in Google Analytics for more details)

In some case you might not have the campaign parameters as formatted above, maybe because you were using some other web analytics tool that required different parameters or somebody made a mistake and the parameters are messed up. Whatever the reason ; you just don’t have the right parameters.

Let’s assume that instead of the URL above, your URL looks like following

http://www.gapremium.com? campaign=Feb2012bannercampaign& medium=bannerad& source = yahoo& content = 300X250&term=training

(Note that none of the parameters contain utm_, e.g. instead of “utm_campaign”, the URL only has “campaign”)

So Google Analytics won’t recognize these parameters as valid campaign parameters and will ignore them.  However you can fix the problem by forcing Google Analytics to recognize these variable as valid campaign variable by using few lines of codes. The way you fix them is by calling a function that sets the new campaign parameter

_gaq.push(['_setCampNameKey', 'campaign']); 

The above code tells Google Analytics to use ‘campaign’ as the CampaignName parameter instead of the ‘utm_campaign’ parameter

Similarly set other parameters as follows

_gaq.push(['_setCampMediumKey', 'medium']);

_gaq.push(['_setCampSourceKey', 'source']);

_gaq.push(['_setCampContentKey', 'content']);

_gaq.push(['_setCampTermKey', 'term']);

How to Find the Keywords marked as “(not provided)”

A few months ago, Google, the search engine, started encrypting searches for user who are logged into their Google account while conducting the search. As a result of this encryption, the keyword that the visitors search to arrive to your site is not passed in the referring URL. Web Analytics tools rely on the keywords passed in the referring URL to build the search engine traffic report and in the absence of the keywords there is nothing to report, though they still see that the visits came from Google search. So Google Analytics now marks those visits that do not have a keyword but come from Google with “(not provided)” keyword instead of the actual keyword.

Finding those keywords

Google still tracks all the keywords search by logged in users but just does not pass it in the referrer to the site that the user clicks through to. These keywords are available in the Google Webmaster Tools.  To see the report you will have to register your sites in Google Webmaster Tool. Google Webmaster tools will allows you to see all the keywords that were searched, the number of clicks your site got, the average position of your site for those keywords and the landing pages.

 

(All images provided by GAPremium.com – Google Analytics Tips and Tricks)

If you are using Google Analytics then you can connect Google Analytics reports and Google Webmaster tools to get Webmaster reporting within the Google Analytics interface.

However there are three issues with this report when used with Google Analytics (or any another web analytics tool)

  1. You don’t get other metric (e.g. goal conversion) about the visits that arrived from the keywords.
  2. This list of keywords includes not only the keywords marked with “(not provided)” but also the other keywords that you see in Organic traffic report. So you will have to do extra analysis to see which keywords are hidden under “(not provided)”.
  3. If you look at Google Webmaster tool report then you will notice that there are a lot more impressions and clicks than those displayed in the Webmaster report and the Google Analytics report (see below). I was not able to find a reason why Google is only displaying the partial number of keywords, if you know the reason then please let me know.

What is t.co in Referral Traffic Report

You must have noticed t.co showing up in Referral Traffic Report . t.co is a URL Shortener used by Twitter. Any link posted on twitter gets converted in t.co url and any click on that URL gets routed through t.co and hence you see it in your Referral Traffic Report.

In short, t.co means that the visit came via Twitter.
However, in certain cases if a person take a tweet and posts it on their blog, a click on the link in that tweet will be routed though t.co and you will see t.co is as a referral instead of the blog that posted the tweet.

 

What Does “(not provided)” Keyword Means in Google Analytics?

Lately you must have noticed that “(not provided)” is listed as a keyword in your Organic Search Traffic report. For a lot of profiles that I have checked, it is the top keyword.

But what does this keyword actually mean?
Let me tell you that nobody is searching on “(not provided)”. Recently, Google, the search engine, started encrypting searches for user logged into their Google account while searching. So instead of http:// they are directed to a secured page with https://. As a result of this encryption, the keyword is not readable by Google Analytics and hence is marked as (not provided).

 

How to Change Campaign Attribution from Last to Previous Click

Google Analytics attributes the conversion to the last source that the visitor used right before converting. However this default behavior can be overridden if you want to attribute to the previous campaign rather than the most current one.   In order to do so you have to pass in an additional parameter utm_override=1 in your campaign URL

Example:

http://www.gapremium.com?utm_source=email&utm_medium=nooverrideflagset&utm_content=&utm_campaign=summer2011&utm_nooverride=1

Conversion from a visitor who comes via clicking on the above URL will be attributed to the previous source that the visitors came from instead of the above campaign.

Note: If you omit utm_nooverride=1 in your next campaign and the same visitor comes back again from the new campaign and converts then the conversion will be attributed to the this new campaign.

What Does Search as a Source Mean in Organic (Search Engine) Report in Google Analytics

In last article I showed you how to add custom search engines in Search Engines report in Google Analytics. If you add a new search engine in you report that uses “search” as sub domain for the search engine then you might see them listed as “Search” instead of the actual search engine name.


For example if you want to add a search engine called “GooYahBing” to you search engine report you would you the following code
_gaq.push(['_addOragnic','GooYahBing', 's']);

(the new search engine passes the keyword in query parameter called “s”).
You would expect this search engine to show up as “GooYahBing” in your search engines report.
However if this search engine uses a subdomain called “search” to conduct searches then then Google Analytics sees something like this as the referring page http://search.gooyahbing.com ?s=google+analytics+premium

The Google Analytics custom search engine addition code looks for the first word other than www in the referring domain and uses that as the name of the search engine. Hence you will see “Search” instead of “GooYahBing” in the search engine report.

The traffic stats that you see listed for “Search” in your reports are aggregate of all the search engine that use “search” as the subdomain for their search engine and traffic from Search.com.