Online Marketing News Vol. 1, Issue 4

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Vol. 1, Issue 4

Google Analytics and Spam Referral Traffic

no spamGoogle Analytics is a powerful (and free!) tool companies use to measure the success of their website. This includes anything from broad information like overall site traffic to extremely focused data like visitors by city or what device was used to visit your page. However, this data is only relevant to your company if it is accurate. This is where referral spam traffic comes in.

 Referral spam comes from “bots” who operate in a similar fashion to search engines in that they crawl the web, creating indexes of each site it crawls. The difference is search engines use the data from these crawls to provide results for online searches while bots use their crawls to appear as a visitor to your site. Each bot has its own intentions, but it’s typically done to increase traffic to their own sites. Sometimes, however, the spam sites can be phishing your information or trying to install malware on your machine if you’re curious and actually visit the link.

 Fortunately, there are tools in place to block these spam referrals. Our online marketing team has implemented filters into our clients’ Analytics accounts to block the biggest spam referral sources in order to improve the quality of data in our reports. If you have any questions regarding spam traffic and your website, contact our online marketing team.

Google Tag Manager

 A useful addition to any Analytics campaign, event tracking code on websites gives companies insight into what parts of their website are working and what aren’t. This special code alerts Google Analytics every time someone completes a defined action like clicking a link or filling out a form. These codes can quickly add up and can become problematic to manage, however, especially if you’re constantly updating your site to reflect what your data shows. Google Tag Manager is a platform that allows users to quickly activate or deactivate tracking codes throughout their site allowing seamless updates to campaigns and reporting. The marketing team at Unidev is learning more about this powerful tool in order to offer even more data collection methods on our clients’ website performance and how to drive more business through the web.

Marketing Tip: A/B Testing

man holding tips signUnless you have a crystal ball, it’s difficult to know for certain how well a website will perform before it goes live. Even after a site goes live, how can you tell if your layout is really the best it can be without some sort of comparison. One way to do this is to utilize the tactics mentioned above in A/B testing. A fairly simple concept, A/B testing is a live comparison between two different versions of pages on your website. This tactic has a number of benefits that can help you improve your site’s performance.

By implementing event tracking on your website, it’s easy to determine what version of a website works best and why it’s performing the way it is. For example, a page could be entirely identical with the exception of version A having a call to action at the top and version B having a call to action at the bottom of the page. After running A/B testing for as long as you’d like, Analytics will tell you which version of the same page got more conversions. This data can help you create a website that is as effective as possible in achieving the goal of the site whether it’s driving sales or gaining more information on your customers.

A/B Testing can also be used in your PPC and Retargeting campaigns. If you’d like more information on setting up A/B testing for your website, contact us today.