Knowledge is power!

To help you understand our services we offer a collection of online resources, please click on the service name you want to know more about:

Let’s learn about Google Analytics:

Start Google Analytics

Digital analytics is the analysis of qualitative and quantitative data from your business and the
competition to drive a continual improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes (both online and offline).

Google Analytics Reference Guide

Campaign Tracking/Traffic Sources

Manually tag banner ads, email campaigns, non-Adwords CPC campaigns and applications

Campaign Tracking is used to adjust how GA categorizes a visit. Without a tag, all visitors appear as “direct”, “referral”, or “organic”

UTM variables are used to set the source information on links to your website

Required UTM variables: Source (utm_sourcefacebook,,bing), Medium (utm_mediumcpc, display,social,email), Campaign (utm_campaign)

Optional UTM variables: Paid Search Keyword (utm_term), Ad Content (utm_content)

Dimensions & Metrics

Dimensions are “categories”

Metrics are “counted” in relation to “categories”

Examples of Dimensions: Source, Landing Page, Screen Resolution, Browser, Page, Custom Variable, Region

Examples of Metrics: Visits, Visitors, Pageviews, Exits, Bounce Rate, Conversion Rate, Total Events, Entrances


Goals are created to track “successes” (Can only be added by an admin)

A goal conversion can only happen once during a visit, but multiple ecommerce transactions can occur

Goals can be used to track “Time on site”, “Pages viewed”, “Events”, or “URL Destination”

With URL Destination, a funnel of pages can be setup with the goal

Only one conversion per goal per visit will be counted

Goals are tied to profiles. Limit of 20 goals per profile

Site search terms reports only show goal conversions for those who searched on your site

Sources & Attribution

Direct is the Traffic Source when no other traffic source is available (e.g. bookmark or directly typed in browser)

GA uses a last non-Direct attribution model, meaning the last non-Direct traffic source gets credit for a conversion (add “utm_nooverride=” to URL to use original referring campaign)

In the case of a “Direct” visit, where visitor has a previous source, the previous source gets credit for visit


CTR = Clicks/Impressions

URI = file path (not including domain)

Bounce Rate = % of visitors who viewed only one page

Crawlers aren’t tracked since they don’t execute JS

Direct is the Traffic Source when no other traffic source is available

Cached Pages are tracked

Data can take 24+ hours to show in GA Standard

Visit duration categorizes visits according to time spent on site

No PII (Personal Identifiable Info) in GA like address, name, credit cards, etc. CRM identifiers are OK

Ecommerce Tracking

Ecommerce tracking code must be installed on the confirmation or “Thank you” page of the checkout funnel to setup ecommerce tracking

Transaction data is sent via the ecommerce tracking code

If you have a single traffic referral source, your website’s cross domain tracking is not setup properly

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Place ecommerce tracking code after standard tracking code

Tip: Ecommerce revenue data is viewable on many reports such as All Traffic via Explorer Tabs

Adwords & Analytics

Neither can track if user has cookies blocked

Connecting Adwords & Analytics allows cost data to be imported from Adwords into the Analytics reports

Use auto-tagging in Adwords and don’t manually tag

Within Adwords report, click on “Clicks” dataset to view

Avoid using redirects on Adwords landing pages that will strip gclid of Adwords spend and differentiates between Google CPC and Non-Google CPC visits

Analytics also calculates ROI

Clicks are not the same as visits

Adwords filters out invalid clicks

Users’ browser settings can block GA if JS is blocked but not Adwords

AdWords has 30-day window for conversion

GA is last-click attribution

AdWords shows the conversion on the date the ad was displayed. GA on the date of conversion

Intelligence Events

Intelligence Events are alerts where GA detects changes in site performance

Alerts can be setup to notify by email on a daily, weekly, or monthly basis

Custom and Automatic Alerts are available

Real-time Report

Shows active number of visitors

Shows pageviews by second and by minute over the last 30 minutes

Can be categorized by traffic source, location, and page viewed


Segments are created so that only visits that match a set of criteria are shown as matching that segment

Segments can be created using dimensions or metrics

Up to 4 segments can be applied to a report to analyze how they perform against each other

Allows side by side comparison and may be applied to historical data

Let’s learn about Google Adwords:

Start Google Adwords

1. The search

Jose searches for “pizza delivery.”

2. Ads are whittled down

The AdWords system finds all ads whose keywords match that phrase “pizza delivery” closely enough.

3. Ads whittled even more

From that set of matching ads, the system ignores any that aren’t eligible, like ads that target a different country or are disapproved.

5. Ads appear!

Jose sees relevant ads appear and orders the pizza of his dreams.

6. Repeat the process

Every time someone hankers for a pizza and does a search, the whole auction process starts again with potentially different results each time, depending on the competition at that moment.

The ad auction

Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. It’s not like an art auction where the highest bidder always wins; instead, AdWords does something a little more interesting:

4. Ads are ordered

The remaining ads are shown, ordered on the page based on a formula we call Ad Rank, a combination of bid amount, the quality of your ads and landing page, and the expected impact of extensions and other ad formats. Keep in mind that a minimum Ad Rank is required for ads to show, so it’s possible for no ads to appear.

Action steps

Why it matters

The most important thing to remember is that the auction process uses quality, bids, and the expected impact of extensions and other ad formats to determine your ad’s position. So even if your competition bids higher than you, you can still win a higher position — at a lower price — with high-quality ads, landing pages, and extensions.

Also remember that the auction process repeats for every search on Google, each time with potentially different results depending on the competition at that moment and which ad you use. So don’t worry if your position on the page fluctuates — it’s normal for it to vary each time.

Campaign types

As you get started with your campaign setup, you’ll be asked to pick a campaign type and campaign sub-type. The campaign type (“Search Network only,” “Display Network only,” or “Search Network with Display Select”) determines where customers will be able to see your ads. The campaign sub-type (for example, “Standard” or “All features”) determines which settings and options are available, such as the types of ads you can design. These options let you tailor your campaign to match your business goals and focus on the features most relevant to you.

Campaign types are centered around Google’s advertising networks: the Google Search Network and the Google Display Network. These networks make up all of the places where your ads can appear, including Google sites, websites that show relevant Google ads, and other placements like mobile apps. You’ll choose a network setting by selecting a campaign type for your campaign.

You can choose from the following campaign types targeting these networks:

  • “Search Network only”
  • “Display Network only”
  • “Search Network with Display Select” (a combination of both networks)

Here’s a comparison of each campaign type to help you choose the right one for you:

Search Network only Display Network only Search Network with Display Select (Recommended for newer advertisers)
Search Network only campaign type Display Network only campaign Search Network with Display Select
Where your ads appear Ads can show next to search results throughout Google’s Search Network, which includes:

  • Google Search
  • Shopping
  • Google Maps
  • Groups
  • Non-Google search sites (like AOL) that partner with Google to show search ads, called search partners. This option is selected by default, but you can deselect it in your campaign settings.
Ads can show throughout Google’sDisplay Network, made up of more than a million different possible placements, including:

  • Websites that show relevant Google ads
  • Videos
  • Apps
  • Gmail
  • YouTube
  • Blogger
  • Google Finance
  • Google Maps
Ads can show with:

  • Search results on the Search Network
  • Relevant placements within the Display Network, including:
    • Websites that show relevant Google ads
    • Videos
    • Apps
    • Gmail
    • YouTube
    • Blogger
    • Google Finance
    • Google Maps
How it works Ads are matched to search results pages based on the terms or phrases someone searches.For example, a search on Google for “home plumbing repair” might show an ad that uses that phrase as a keyword. Your ads are matched to websites and other placements, like mobile apps, when your keywords are related to a site’s content or the interests of a user browsing a site.You can also choose to target specific sites, pages about specific topics, demographic groups, and more. If you select this option, your budget will be shared across both networks. However, compared to Display Network only campaigns, your ads are shown more selectively on the Display Network. They’ll be shown to customers who are browsing sites related to your keywords and who are most likely to make a purchase.More about this campaign type.
Available ad formats Text ads Text, image, rich media, and video ads Text, image, rich media, and video ads