Page 21 - Payout Magazine Online Volume 9.4
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The first step to using Google Analytics as a referral, rather than as an organic traffic
effectively is to set it up correctly. When your source.
goal is to create actionable insights for your
international campaigns, it’s critical that you There’s an easy fix for this situation. Go to
set up the platform so it’s providing you with Acquisition --> All Traffic --> and check to see
the most useful data sets. if there are search engines in the list.
1. Setting up Segment Views To change how they track, go to Admin
--> Property --> Tracking Info --> Organic
Segments are a tool you can use to drill Search Sources. Now it’s just a simple matter
down further into your data and create insights to add the offending search engine into the
that are more meaningful. list. Google should now start tracking that
information as an organic source.
The advantage of segments is that, unlike
views, your data remains intact. You can use Evaluating the Data
segments to home in on useful information
such as how a visitor ended up on your page, Once you have your Analytics correctly
which campaign referred them, their age, and collecting your international visitor data, you
the language they viewed. are now in an excellent position to start using
the information to improve your campaigns.
To create a segment, click on Admin at the
bottom left of the page (the gear icon). Click For instance, you may have recently started
on segments in the rightmost column. Click on running a PPC campaign in the UK, and you
‘+Segment’ to create a new segment and then can see from the data that it is performing
set up the fields, so they correspond to the well. However, you also notice that your UK
type of data you want to collect. Facebook members are converting at a higher
percentage.
In our example, you would enter ‘en-gb’ into
the language field and the ‘United Kingdom’ This information gives you the actionable
into the location field. insight you need to scale up your most effective
campaigns in a region, while you continue to
2. Defining Geographic Views tweak the worst performers or discard the
altogether.
It’s highly likely you have your website data
setup under a few different profiles and views Revealing Untapped International
already. Markets with Google Analytics
If your goal is to discover what your UK As you review the collected data in Google
visitors are doing on your site, then you will Analytics, you may notice a ton of traffic
need to build a filter using the site’s folder arriving from a country you aren’t yet serving.
structure. However, these pages could also Now that you know how to filter the traffic by
attract visitors from any location and add international origins, you will be able to take
impurities to the data set, such as Canadians advantage of this vast untapped potential by
visiting your UK pages for instance. creating an efficient campaign that targets the
country directly.
A geographic filter will ensure the purity of
your data. Create a new filter, add the United Conclusion
Kingdom as the name, select custom and
include. Now choose the country in the Filter At first glance, Google Analytics seems like
Field, and the United Kingdom as the filter a complex beast that may be difficult to get
pattern. under control. As you can see, with great power,
comes great complexity, and taking the time to
3. How to Record Data Correctly master this freely provided comprehensive tool
can pave the way to higher profits and more
Sometimes the entry points to your website effective marketing campaigns.
can track incorrectly because Google Analytics
tracks them as referral sources. For instance,
some international search engines will track
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