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We recently posted about what a visit is worth and the importance of setting goals in determining a visit's value. We often get asked, "How do I come up with goal values if my site is not an e-commerce site?" The answer: you can probably come up with intelligent values for your own set of goals. For example, if you know that 1 out of every 100 PDF downloads on your site results in a $500 sale, you can assign a value of $5 to that download. Other examples of goals are newsletter sign-ups, product sales, and visits to your "contact us" page. Once you have defined a value for these pages (which you can set in the Goal Value field within your Goal Settings page), you can better conceptualize the value of your website and your online advertising. Then you can explain it to others with data, to back up any marketing or design choices you make. You can also measure the success of your design or marketing experiments, by observing goal values to find out what works best. To learn more, take a look at the Conversion University article "Monetizing Non-Ecommerce Sites ."Posted by Jeff Gillis, Google Analytics Team
What is the average value of a visit from a certain website worth to you? Can you, for instance, measure the average value of a visit to your site from someone who clicks on your AdWords ad as compared to someone who gets to your website by typing your URL directly into their browser? (See google[cpc] versus direct[none] in the image below - click to enlarge.) The answer can be found in the sometimes overlooked $/Visits column found in the Google Analytics conversion reports, including Campaign Conversion, Source Conversion, Overall Keyword Conversion and CPC vs Organic Conversion. In fact, because this metric is found in so many reports, you can compare per-visit values for organic search referrals, paid keywords, CPC campaigns -- and almost anything else you can think of. It's a great comparison metric that can help you shift your marketing budget to high-performing traffic sources and keywords. To calculate $/Visits, Google Analytics adds and averages the total "revenue" from your conversions. This revenue might be from e-commerce sales or from static values that you assign to non-ecommerce goals. Thus, as with any endeavor, goals and goal values are necessary. You'll need to set them up in order to see metrics such as $/Visits as well as ROI and RPC (Revenue per Click), which you'll find indispensable for optimizing your keyword buys. To learn how to set up goals, take a look at the Help Center article "How do I set up goals? "Posted by Alden DeSoto, Google Analytics Team
You may have noticed that we make changes to Google Analytics from time to time. (We call them improvements and we hope you agree.) Since we've just started posting to this blog, we'd like to catch you up on a few of the improvements we've made recently. By the way, you can also learn about new features and other changes through a link at the bottom right of your account's Analytics Settings page when you log into Google Analytics. The link is called What's new with Google Analytics . It's a brief and frequently updated Help Center page listing recent changes. So what's new? We've added support for Safari browsers. We've re-enabled the Site Overlay report to work more reliably on sites with dynamic content. And to make it easier for you to see data about your dynamic pages, we've replaced the Page Query Terms report with the new Dynamic Content report, and added query terms to the Top Content report. We've made it possible to assign the order in which filters should be applied (via the Assign Filter Order link on your Profile Settings page). And you can now edit your time zone and rename your accounts . Last but definitely not least, we're sending out more invitations all the time. We won't stop until every advertiser, publisher, and website owner on the planet has access to sophisticated, actionable, and free web analytics.Posted by Alden DeSoto, Google Analytics Team
We are pleased to welcome you to the official Google Analytics blog. Now you can stay up to date on the latest info posted by the Google Analytics team. You'll learn about product changes as we make them, whether it's a new feature you’ve asked for, or a fix for something that needed fixing. We’ll let you know when we add new reports (see below) and will ask for your feedback too. And we’ll frequently post tips and best practices, as well as spotlight helpful resources such as Conversion University and the Google Analytics Help Center . Expect to see posts from a variety of people on our team. Sometimes they'll be informal and brief; others will be more structured. We hope you'll find all of them useful. And now for our first product update (which you may have already noticed): there is a new report in Google Analytics called AdWords Analysis . You can see it within your Analytics reports now (located in Marketing Optimization-->Search Engine Marketing). The AdWords Analysis report was released two weeks ago and shows you the ROI for every Campaign, Ad Group, and keyword in your AdWords account. You may find it useful as you monitor and optimize your Ad Groups and keywords. In order to get the full benefit of this report, you’ll need to link your AdWords account with your Analytics account and have auto-tagging turned on. Enjoy, and subscribe to the feed, or visit often to learn about updates like this within hours of their creation.Posted by Jeff Gillis, Google Analytics Team