Happenings/Blog

GA4 Channels Ensure your links are properly tagged

There is a difference in utm tagging of marketing links (paid and organic) between GA4 and older Google Universal Analytics (UA) for different channels. In Alan’s latest column for martech entitled “Campaign tracking in GA4: How to ensure your links are properly tagged“, he covers many of these issues.

Digital marketers today, are experiencing confusion between the new GA4 channels and old marketing channels in Google Universal Analytics (UA). Of special concern is the new Unassigned catchall channel category.

Learn how to correctly set the utm_source and utm_medium parameters to ensure that all traffic generated from marketing efforts gets attributed to the correct marketing channel. Thereby ensuring no traffic gets attributed to the catchall of “Unassigned”.
Image of the channels report from GA4 with the Unassigned channel highlighted

Read the full column at: https://martech.org/campaign-tracking-in-ga4-how-to-ensure-your-links-are-properly-tagged/

Digital Marketing & Accessiblity

How to make web accessibility a part of digital marketing efforts

in his latest column for Martech, interviews a leading experts on Accessibility with a focus on accessibility and digital marketing.

Through interviews with Meryl K. Evans, CPAC, Kim Krause Berg, CPACC and  Lea Scudamore, he explores what most organizations are doing wrong and things they can do address accessibility short comings in their digital marketing efforts. It is only by addressing and fixing these that company can increase the ROI on their digital marketing efforts.

Read the follow column: How to make web accessibility a part of digital marketing efforts

17+ SEO Experts share how to improve Bounce rate

17 industry experts interviewed about bounce rate: its importance and how to improve it.

Alan K’necht was one of 17 industry experts interviewed about bounce rate. The opinions on its importance varied between  the experts and even what should be done about.

17+ SEO Experts share how to improve Bounce rateRead the whole article to see Alan’s thoughts on the subject:
https://packted.com/experts-roundup-bounce-rate/

Two Digital Summit Conferences

Alan K'necht deliver a conference addressAugust was a busy month for Alan K’necht. He spoke at two different Digital Summit conferences less than a week a part. First one in Washington DC. on August 4 and then in New York City on August 10. His topic for both events was  “Making Your Data Talk/Sing For You: Use the Power of Storytelling to Influence Action“.

During his session Alan covered (from a cognitive science perspective) why the use of visuals is more memorable than simply presenting data. Additionally,  he demonstrated how to create create effective data visualization combined with story telling techniques to create a memorable presentation and influence your audience.

In NYC, Alan did something a little differently.

Alan K'necht tells stories at Digital Summit New YorkHe started off by sitting on the stage, telling everyone a story about a major anniversary that happed over the weekend.

“The anniversary had to do with “Tim Berners-Lee“.

He asked the everyone, if they knew who “Tim Berners-Lee” was. Only 1 person put up their hand. Alan was taken aback with this low number.

He then continued, “it was on August 7, that Sir Tim Berners-Lee announced he was working as special project via an Executive Summary, The project was called the WorldWideWeb.” He concluded with “it is because of that project that we were all here today” and then started his presentation.

The attendees loved the presentation, and afterwards he received lots of positive feedback from the attendees.

Alan is looking forward to speaking again at Digital Summit in Detroit Oct 25-26, 2022.

 

Why UX is critical to digital marketing

Jared SpoolAlan K’necht in this column for Marktech, interviews a world leading expert and strategist on UX (User Experience) Jared Spool. The topic “digital marketing and UX”. Spool explains “why user experience can’t be divorced from product and service”.  He also shows how UX impacts the success or failure of digital campaigns.

Read more at: https://martech.org/why-ux-is-critical-to-digital-marketing/

 

 

Alan K’necht to Present at DigitalSummit Washington

Alan K’necht is presenting once again at a live conference on August 4, 2022 in Washington DC. This is his first IN-PERSON presention in over 2 years and he’ll be at Digital Summit Washington DC.

Details on the specific topic are still being worked out, but you can be assured they will involve analytics and making your data sing!

If you’d like to attend you can use the special discount code for the event SPEAKER75 (saves you $75)

Google Analytics 4: Conversion by Landing Page by Channel

Google Analytics 4 (GA4) is rolling out at a rapid rate (since the announcement of the end of Google Universal Analytics (UA/GA3)). Marketers and Search Engine Optimization (SEO) professionals are starting to discover that many of the Key Performance Indicators (KPI) that they took for granted as being available out of the canned UA reports are simply not there.

For SEOs the biggest complaint, is they can’t generate a report showing conversion by landing page by channel. SEOs want to see conversions (including revenue) by the search engine the user came from broken down by landing page. GA4 still shows you conversion by channel (including organic search). However, if you add the dimension “Landing Page” there is a disconnect.

Disconnect between Organic Search Landing pages and conversions

This Google Analytics 4 implementation guide is for Google Tag Manager and GA4 users. It complements the official documentation and provides a guide on how to attribute conversions to specific landing pages by the default channel group.

This guide, shows you a simple solution to solve the problem and how to create a conversions by landing page by channel report. You require Admin level access to the Google Tag Manager (GTM) account.

How To GA4 Guide: Conversions by Landing Page & Channel

Step 1: Referrer Variable

Ensure the GTM Variable “Referrer” is enabled. If it is not, add it.

Ensure GTM Variable Referrer is Enabled

Step 2: External Pager Referrer Trigger

Create a trigger in GTM that fires every time a page loads if the referring site’s domain is not your site (traffic referred from another site). For example, if your site’s domain is “mysite.com” set the trigger to fire on Window Load where “Referrer” “does not contain” “mysite.com”.

Create a Landing Page trigger in GTM

Trigger Name: Landing Page – External Source
Trigger fires on: Set to Some Windows Loaded Events
Condition: Referrer “does not contain” the domain of your site

Step 3: Tag to Capture Landing Page

Create a GA4 Event tag “Landing Page” and set Triggering to “Landing Page – External Source”

GA4 Tag to Capture Landing Page by traffic source

Name the event. We named it “landing_page”. You can name anything your prefer, just ensure it meets GA4 naming conventions.

Verify you have the correct Configuration Tag set as well.

Step 4. Test Your GTM Set-up

From GTM enable Preview and then open your GA4 account “DebugView”.

Preview/Test your GTM set-up

In your GA4 account select “DebugView” under the Configure group.

Enable GA4 DebugView

You will see all the initial events that fired in GA4

Verify in GA4 DebugView that the Landing Page if event is working

That’s it! GA4 automatically associates the “page_location“ (aka “landing page”) to the event “landing_page” as well as the source and medium.

Step5: Configure your Report

Within GA4 Explore configure you report as follows

GA4 Explore create landing page report

For the columns setting, you can choose any conversion event (i.e. event count) you are tracking or revenue.

Setting Conversion points in GA4 Explore Report

This generates the following:

Total Events by Default Channel Group with Landing Page

If you prefer you can use the Ecommece Revenue variable

GA4 Ecommerce Revenue Variable

This generates the following report (Revenue by Default Channel and Landing Page) :

GA4 Report: Revenue by Default Channel and Landing Page

Use the filter option (SEOs) to see only traffic from Organic Search and assoicated landing pages from organic search.

Restrict GA4 Report to only Organic Search Traffic

Add the dimension of source to see which search engines are driving traffic to which landing pages and how much revenue etc. they generate. This produces the following report: Revenue by Organic Search Source and Landing Page

GA4 Report: Revenue by Search Engine and Landing Page

Once you’ve captured and tied a landing page to a specific source, you can explore a lot of different options for your reporting.

Summary

We know Google Analytics 4 has put much of the reporting requirements on its users and provides fewer reports. The above guide provides the solution for one of the most common Google Analytics reports requested by SEOs that of Conversion by Organic Search Landing Pages.

Hope you found this helpful. If you need any help with UA to GA4 migration or configuring GA4 reports feel free to contact us.

The above solution was researched and developed by Alan K’necht (K’nechtology Inc.) in partnership with Anil Batra (Optizent Academy).

Google Analytics: Recap SEO For Bloggers

A Forensic Look at Google Analytics

On April 13, Alan K’necht participated in an online group discussion about leveraging Google Analytics for bloggers. We discussed the impact of the Google Analytics 4 (GA4) will have on measuring successful blog. Additionally, we took answer a number of questions from online attendees.

Here’s your chance, if you missed it or want to review all the material just follow the link and you’ll have access to the recording and a spreadsheet of our Q&A portion.

https://tophatrank.com/blog/seo-for-bloggers-episode-21-a-forensic-look-at-google-analytics/#replay

If you prefer to just watch the session (via YouTube) here it is: