Google Analytics Manual for Account Managers

I tip my hat to the account managersEach day I work as a consultant I am thankful for the experience I gained working in a team environment. Over the last couple years I was part of a tier one internet marketing company based in Toronto. My role was web analytics manager which gave e an opportunity to work closely with a team of over 70 internet marketing professionals.

I really have to tip my hat to the account managers, Britt & Thomas at TechWyse Internet Marketing in Toronto. They really have the background and understanding of staff hierarchy and roles. Good AMs (account managers) can be high-energy with outstanding customer relationship management skills. On the other hand they can be analytical, calm, yet assertive when the climate is right. These fine breed of people often represent all of IT, sales and creative to a client. It is just expected for them to know how to answer all customer requests and form strong relationships with their management skills.

Even though an AM usually works from the office steering projects through its phases to completion, they may be called upon to travel, meet clients, make notes and contribute to high level discussions. They will liaise with staff members, outside support and clients to get answers needed for projects to remain in motion. In fact, some days you can see that your simple question for the AM can wait or just be sent by email—it’s the eye of the tiger!

Internet marketing AMs are familiar with the principles of internet marketing. They are often qualified in multiple Google products such as AdWords, Analytics and strongly grasp SEO concepts. When in contact with clients the AM has the ability to convert the call to opportunity. With their uncanny ability to connect with people, excellent communication along with interpersonal skills; additional sales opportunities are always on the table.

Contributing component to sales growthI have observed that account managers become the main touch point to the client and being highly motivated is a contributing component to sales growth. I want to do my part here in an area that I have some knowledge in; it’s the least I can do for all the times I witnessed the circus act of jugling or in Canadian tems “stick handling” ;-) .

I say work closely with your AM and share the synergy.

Google Analytics Guide for Account Managers Google Analytics Guide for Account Managers

Installation Steps

  1. Interface Primer Plugins & Filters Page 1
  2. Identify the Needs of Your Website Page 2
  3. Special Requirements Needed Page 3
  4. AdWords with Google Analytics Page 4
  5. Create your Account Page 5
  6. Determine the Type of Site Page 6
  7. Determine and Set up Goals Page 7
  8. Goal Match Types Page 8
  9. Block IP Addresses Page 9
  10. Using Filters Page 10
  11. Custom Advanced Filters Page 11
  12. Filter City Page 12
  13. Site Analysis Form Page 13
  14. Placing the Code on Your Site Page 14
  15. Summary

Special Attention NeededSpecial Attention Needed

In Goggle Analytics there are challenges that you should be made aware of. I will list the main ones below:

  1. Cross Domain Linking- Cross domain linking requires modifications to the tracking code. Additionally you will need to modify any forms that post data across domains as well as cross domain linking.
  2. Track Flash Goal Pages- Recording actions as virtual page views is the way to track flash pages that are a part of the goal funnel.
  3. Tracking Pages in a Frame Set- Frame based websites will show inflated page views.
  4. Event Tracking Example – Tracking browser based events with flash files can lead to very telling analysis on how others interact with your flash designs.
  5. Tagging Links- Tag your links to track them through your optimized Google Analytics configuration. How do email blasts convert? What about your paid traffic from Facebook, Yahoo! or MSN? Tag your links and you see in all in Analytics. Tagging your links is NOT mandatory but highly recommended to improve marketing efforts.
  6. Ecommerce Tracking- Ecommerce sales can be tracked with Google Analytics. Modifications are required to the checkout page in your Ecom solution. Then your Google Analytics account needs to be set up properly (optimized) for your online sales process.
  7. Joining AdWords to Analytics – This is an important step to plan on before we even get started because it effects to way we register and configure your Google Analytics account.
  8. Blocking IP Addresses- Keep your website traffic as pure as possible. Block IP addresses that should not count as truest site visits.

I have developed a Google Analytics Special Requirements Smart Form that makes the job of site analysis prior to integration a lot easier. If you fill it out, it will answer your specific requirements and show you the next steps.

FAQ’sFAQ’s

  1. What are Goals and how do I Make Them?
  2. If it’s Free it can’t have the Power of Paid Analytic Solutions.
  3. Web analytics comparison of popular software !
  4. Cannot do AB Multi & Variant Testing.
  5. Professional Support or Qualified support Is Not Available With Google Analytics.
  6. What are the MUST HAVE Google Analytics Tools of the trade?
  7. You Cannot Export Your Data from Google Analytics.
  8. Google Owns Your Data and Uses It for Self Serving Purposes.
  9. Google Analytics Uses Third Party Tracking Cookies.
  10. There are no “advanced” features or metrics in Google Analytics.
  11. Will my Site Slow Down?
  12. Where can I learn more about Google Analytics without bending my brain?

That’s about it for Google Analytics. If you are interested in other areas of internet marketing I have written a brief on other topics I am passionate about:

If any of this material is helpful to you all I ask for in return is spread the love by rating this post :-) .

Cheers,

Robert

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