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WEB PROFITS
The Magazine for Online Wholesale Buyers
®
The Offi cial Publication of
Tracking
WHOLESALECENTRAL.com &
WebWholesaler is available online at
Webwholesalermagazine.com
MSN and Yahoo!
PUBLISHER
by Eric Leuenberger Ronald A. Fisher: 203-748-2050 ext.107
raf@sumnercom.com
PPC in Google
CONTRIBUTING EDITORS
Ron Derven
Eric Leuenberger
Kevin Zimmerman
Brian Solomon
Analytics
EDITOR
Ronald A. Fisher
203-748-2050 ext.107
raf@sumnercom.com
Nat’l Trade Associations
W
HEN FED the right data, Google Analytics can extract query string
PRODUCTION
Robert Siel, Director
variables that may off er bett er reporting capabilities. In this article, I will 203-748-2050 ext.103
robs@sumnercom.com
talk about tracking paid search traffi c channels, specifi cally from Yahoo!
Tracy Parisi
and MSN. As you will see if you use Google Analytics, this data is currently hidden
203-748-2050 ext.114
tracy@sumnercom.com
among other fi gures, and it makes reporting on paid search from these two channels
Keri Hanson
a tough task. More accurate reporting capabilities will help you make bett er informed
203-748-2050 ext.120
keri@sumnercom.com
decisions about what marketing channels work best for you.
Linda Kondrat
203-748-2050 ext.123
lindak@sumnercom.com
We need to talk about Google Analytics setup in order to provide us with valuable
CIRCULATION DIRECTOR
decision making data. Th is will help you understand where to invest your time and
Brandee Carl-Werner
203-748-2050 ext.127
resources to optimize a given channel, ideally that which provides a positive ROI. In
brandee@sumnercom.com
case you didn’t already know, if you are not segmenting PPC traffi c from Yahoo! and PUBLISHING OFFICES
SUMNERCOMMUNICATIONS, Inc.
MSN in some way, your paid search traffi c from both is mixed with the organic traffi c,
24 Stony Hill Road
and is listed as such within Analytics.
Bethel, CT 06801-1166
Phone: (203) 748-2050
Th is is a problem. How can you
Fax: (203) 748-5932
3. google / cpc Email:
brandee@sumnercom.com
make informed decisions about which Web:
www.webwholesalermagazine.com
paid search channel of traffi c provides
4. google / organic
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the biggest bang for your buck when it’s
5. email-jan-6-us-2010newsletter / email
• United States subscriptions $39
• Canadian subscriptions $50 U.S. Funds
mixed with organic? Th e answer is, you
6. email-template / email
• Available online @
www.webwholesalermagazine.com
can’t. Th us, to track paid search traffi c
7.7 yahoo / organic
Web Wholesaler
®
is published monthly by:
from MSN and Yahoo!, you need to SUMNERCOMMUNICATIONS, Inc.
8.8 bing / organic
24 Stony Hill Road,
separate them using the link itself. Th e
Bethel, CT 06801,
variables can then be passed to native
Tel: (203) 748-2050
Get seperated traffi c reports in Google Analytics
Google Analytics. In short, you need to
Send all inquiries, letters, and
for Yahoo! and bing. submissions to above address.
develop a proper URL structure to use
Entire contents are copyright 2009 by
from within your actual MSN and Yahoo! paid search ads. Th ese links must contain
SUMNERCOMMUNICATIONS, Inc.
information, which passes data to Google Analytics about the origin of that traffi c.
Web Wholesaler
®
(USPS 19-716) Periodical Postage paid at
Th is is called URL Tagging, and it could be a long and tedious task, if not for a
Bethel, CT and at additional mailing offi ces.
nice tool from Google called the URL Builder. Google’s URL Builder lets you build
POSTMASTER:
Send address changes to:
a unique URL consisting of data related to your marketing eff orts. You may then use
Web Wholesaler
®
,
this as a destination URL in your campaigns, to track varying amounts of information
24 Stony Hill Rd., Bethel, CT 06801.
Publisher reserves the right to refuse any
you could not get at before. advertising, editorial or manuscripts that
publisher deems inappropriate.
© 2010 SUMNERCOMMUNICATIONS, Inc.
Continued On 12
www.sumnercom.com whwytriright
10 March 2010
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