The latest news and our thoughts on the ever changing world of analytics, ppc and digital strategy.

Enabling Site Search in Google Analytics with Missing Query Parameters

If your site uses a site search facility you will probably want to know what your users are looking for.

This kind of information can be particularly helpful in two areas:

  • Mining for keywords – it’s likely that people will use the same search terms on your website as they are using in a search engine so knowing what they are looking for can help you create keywords lists for better targeted paid advertising campaigns as well as SEO
  • Optimizing landing pages – visitors might use the site search on a landing page if they are having issues in finding relevant content. This can flag potential navigational issues with your site.

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Google Analytics - Event Tracking versus Virtual Page Views

"Out of the box" Google Analytics captures a wide range of visitor activity on your site. By default data is collected for each page view generated.

Sometimes however you’ll need to track additional interactions – for example visitors playing videos, downloading files, progress through complex forms where URLs don’t change or clicking onto outbound links. To do so Google Analytics offers two tracking options – to either capture such interactions as “events” or “virtual page views”. Tracking can be configured programmatically on your site or using customisable ‘tags’ within Google Tag Manager. So which should you choose and what’s the difference between them?

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Working With Analytics Treemap Reports

Treemap reports allow you to visualise your data with a primary metric denoted by area (the larger the area occupied the higher the metric value) and a secondary value shown via colour coding (with green good and red poor).

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Google Analytics Benchmarking Reports

Benchmarking reports allow you to compare your data with aggregated industry data from other companies in your industry. This matters because it provides a valuable context to your business by helping you get insight into trends occurring across your industry, and finding out how you are doing compared to your competition.

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Telephone: +44 (0)207 788 7798
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