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How to go to Google Analytics 4

Google Analytics 4 o GA4, es la nueva versión de Google Analytics pensada para medir no solo lo que pasa en un sitio web en más profundidad que con GA3, si no que también sirve para medir lo que pasa en una app. Esto es importante para gente que dispone de web-apps y ahora tiene por un lado las cifras de la app y por otro las cifras de la web. Con GA4 lo tienes junto en una visión global y por separado en visiones independientes.

Its arrival brings new reports, new ways of measuring and the disappearance of certain old metrics. All its functions are not activated yet (for example, it does not allow connection to Search Console yet ...). But since we are at the beginning of the year, it is important that you make the change as soon as possible, so you will have all the data for 2021 in the two Google Analytics.

The old Google Analytics codes are called by Google Universal Analytics codes or (GA3 codes for other people). The old codes begin with "UA-", the new ones are called Global Site Tag and begin with "G-" ... I say this so that you recognize when you are in front of some or in front of others.

Iniciar Google Analytics 4

Para que Google Analytics 4 funcione deberás cambiar los códigos que ahora estás utilizando en tu web. Para ello dirígete a Configuración de tu Google Analytics (el icono de engranaje de abajo a la izquierda), y una vez dentro, en la columna central verás una nota que te indica que cliques allí si quieres pasarte a Google Analytics 4.

Activar una nueva propiedad de Google Analytics 4

La primera pregunta que te hará es si quieres crear una nueva propiedad o quieres conectarlo a una propiedad existente de GA4. Tu quieres una nueva… no te pregunta si quieres conectarlo a tu anterior GA3, te pregunta si lo quieres conectar a otra GA4. Así que clica en crear nueva.

Review your property settings

Hit the button "see your configuration" (or whatever you put according to the language) and click on tag installation or "tag installation". You will see that once done, it tells you that it has not received data in the last 48 hours. This is because you still have the old codes. My advice is don't take out the old ones, include the new ones, and keep both. Why do I advise you this, because with GA4 you start from scratch and there is no historical data, you will not be able to compare your 2021 data with the 2020 data ... also you may miss some metrics and from time to time you want to enter the old one. You can keep both, without any problem.

Activate advanced measurement

Activa esta función para conocer mejor qué hacen las visitas en tu página. Por ejemplo, sabrás si hacen scroll o no, si se descargan un pdf, si utilizan tu buscador, qué enlaces han clicado para salir de web, etc. toda una serie de acciones realizadas en tu web que te interesará saber. Las encontrarás todas descritas si pulsas en el admin de esta función (el engranaje de la derecha).

Instalar los nuevos códigos

Now that you have the correct configuration, it is time to install the new codes. Click on "Global site tag" or whatever you have written in your language (it is just below the advanced measurement) and there you will find the code that must be included in the "Head" header of your website.

Include the codes on your website or in your WordPress

Si tu web está hecha a mano, incluye los códigos a mano en el fichero “head.php”. Si tu web está construida utilizando WordPress o cualquier otro gestor de contenidos, utiliza un plugin para hacerlo. Lo ideal es que utilices el mismo plugin que ya tenías para poner los códigos antiguos, simplemente pega el nuevo código debajo del antiguo. En algunos casos, las plantillas (o “themes”) ya tienen un espacio para los códigos. Mira si este es tu caso. Para saber si los códigos de GA3 los pusiste con plugin o desde la plantilla, revisa los plugins instalados y mira a ver si tienes alguno que hable de Google Analtyics. Si no hay ninguno, seguramente pusiste el código en alguna parte de la configuración de tu plantilla. En caso de emergencia y de que no encuentres los códigos antiguos, no pasa nada, descarga un nuevo plugin de Google Analytics (éste está bien Google Analytics plugin). Finally, if you used a plugin in which instead of pasting the entire code, you only had to paste the UA - in that same plugin you will find the option to put more code by hand. Look for the corresponding box and paste the whole new code (not just the identification, all the code) that's it. You will have both codes at the same time.

Final step: enter the new Google Analytics

Si clicas en el icono de “home” del menú lateral, ya entrarás de forma automática en la nueva versión. Si vuelves al listado general de propiedades, verás que ahora tienes una nueva. La antigua tiene el código que empieza por UA, la nueva empieza por G. Mejor que a la nueva la cambies el nombre y le pongas GA4 para que sea más fácil de reconocer.

Bueno, esto es todo.

Si tienes algún problema al realizar el cambio, indícalo en la zona de comentarios y miraré de ayudarte. Encontrarás varios videos en Youtube que te explican lo que yo te he explicado por escrito… lo digo por si te gusta más hacerlo de forma visual. A la que tenga un rato, yo misma crearé un vídeo y lo incrustaré en este artículo.

I go all right

A hug

Montse.

What is "purchase intention" and how to measure it on the internet

Purchase intention It is the probability that a consumer buys our product or hires our service, in a given period of time. And it is a basic metric for our conversion funnel.

Why is it important to measure “purchase intention”?

El camino que sigue un consumidor desde que descubre nuestra marca en internet, hasta que compra nuestro producto o contrata nuestro servicio es tortuoso y complicado. En cada paso del embudo de conversión de nuestra empresa hay que descubrir cómo será el conjunto de usuarios que forman parte del público objetivo de cada paso del embudo. La “intención de compra” suele encontrarse antes de la fase final de nuestro embudo y debemos ser capaces de medirla.

Al principio del embudo, para medir el interés por un producto tenemos métricas como el “alcance de una publicación” (cuánta gente la ha visto en nuestra web o en nuestras redes sociales) o un poco más abajo del embudo la “interacción con una de nuestras publicaciones” (también en nuestra web o en nuestras redes sociales) por ejemplo, gente que ha hecho “like” o gente que ha “compartido”. Pero con estas dos métricas (alcance e interacción), aún no podemos tener clara cuánta gente tiene “intención de compra”…

How to measure “purchase intention”?

The "purchase intention" must be measured at the moment in which the user is faced with a real possibility of purchase. That is, in front of a product sheet. This will normally happen on our website, although if we have sales on Facebook or on another platform, we can also measure the "purchase intention" there.

To know the "purchase intention" we must measure:

  1. Clicks to product sheets -> our website
  2. Clicks to the list of physical stores where our product is sold -> our website and social networks.
  3. Use and redemption of discount coupons -> redemption on our website, distribution of the coupons by the Influencers with whom we work.

Creating the funnel

With what we have commented, we could already create a simplified version of our funnel:

  1. Interest in our brand (measure: scope of publications)
  2. Interest in our products / services (measure: interactions)
  3. Purchase intention (measure: clicks on product page + store list + coupons)
  4. Purchase Initiated (measure: clicks in the shopping cart)
  5. Purchase completed (measure: effective sales)

I hope these tips have been useful to you. What is your funnel like? How many steps does it have? What do you measure in each step? Do you want me to take a look at it? We follow the conversation in the comments.

If you want to know more about metrics in social networks, here is this article in which I explain the 10 things you should measure.

A hug.

What is the conversion rate of a website? and how to improve

He conversion ratio or a web site conversion rate is the percentage we get by dividing the number of goals met by the total number of visits to a website. So, this is the metric that measures the success of a website. English call conversion rate.

For example, if this month you've got 20 sales through your website and you had 600 visitors. Your conversion rate is 3.3% (a good conversion rate for e-commerce).

Or for example, if this month you got your users fill 100 forms asking for more information about your products and you had 1,500 hits, you have achieved a conversion ratio of 8.3% (not bad for a contact form, although it could be better).

For each type of website is a definition of conversion: get a download, a sale, a request for quote, book, newsletter registration, etc.

Why is it important to know the conversion rate of your website?

If all you are measuring how many visitors you have and do not create a funnel for various purposes, you can not improve the performance of your website. You'll spend only bring traffic to the site without realizing that instead of a funnel have a strainer that loses users everywhere ... and this is very expensive. In the long run you have serious financial problems.

There are 4 ways to increase sales of a website:

  1. Increasing the number of visits
  2. Improving the conversion
  3. Achieving an increase in the average ticket, ie getting your customers to buy more in each transaction.
  4. Increasing margins with which you work, ie, increasing prices (if your customers put up) or performing best buys (if your suppliers consenting).

The easiest is the second. If you improve the conversion rate with the same traffic, the same price and the same purchase price, you'll get better results.

How to calculate the conversion rate of your website?

The first thing you should decide is what to target or targets have your website. With this information creates a Funnel as you see along these lines and set up conversion goals in Google Analytics. Once configured you can start measuring the behavior of your users.

The next step is to start working the increase in conversion rate.

What conversion rate should have your website?

For e-commerce: Between 1% and 3%. May reach 5% to 9% if the product is very good and you're a super specialist in digital marketing. Also keep in mind the industry for which you work.

For a web contact form: Between 10% and 15%. When you do not ask money if you do not fill out a contact form is easier to obtain a good conversion, so it is normal to get up to 15% if the digital marketing is well done and really attract to your website only your target audience.

When you start, you do not normally get 0.5% but as you know your users and understanding how your business works online you improve this rate to achieve the expected results.

To help a little in determining what would be your correct ratio included this table that WordStream indicates ratios CTR by industry, ads in Adwords updated data 2018. Ojo, are not the conversion rates of the site are only ads ... but they can give you an idea of ​​the variations by type of industry.

If you want to read the whole article, you got here: conversion ratios by industry.

How to improve the conversion rate of a website?

There are many variables that affect the conversion of a website. But these are the main ones:

Download speed: If your website is slow people do not want to navigate it and go before've become. In addition Google will penalize you for being slower than normal and above will not have traffic ... so the download speed is important. Measure it on the Google tool: Google Speed ​​Test. Follow the personalized tips that will tell Google.

Usability: Make sure your users understand well what to do on your website and do not get lost along the way. Also check out what it's like sailing through a mobile. Google performs the test: Mobile optimization test and follow Google's advice if your page is not optimized.

Persuasion: verifies that your website indicate what to do and persuasive in your messages explaining what to solve the problem and how you will serve your product to the user. Segmented do so. That is, for each segment, a specific page, speaking from the point of view of the customer and vocabulary. Shows photos of your segment using your product to be reflected in them.

Transmission of trust: make sure your site is professional, with a design that reflects your brand values ​​and is user friendly. Encrypts the entire website to the user's browser indicates it is safe (used in https instead of http) And the user feels safe. If you are a member of an association or chamber of commerce, indicate also gives users peace of mind knowing that if they have a problem you can appeal to a higher entity. In the "about us" shows photos of yourself or your team generally stick up for your business conveys confidence.

Attracting well done: Obviously, if people entering your website is not your target audience can not convert them. Make sure the SEO and other techniques to attract visitors are well done.

With these 5 tips you should start increasing your conversion rate and therefore your billing.

I hope this article has been helpful.

We're going talking.

How to pass a web from http to https

Use https instead of http in your website is becoming a necessity, not only to protect your users, but because improving the SEO of your website. Surely you had planned to do ... but you have not dared even because you know it's complicated. Well, here's this little guide to help you switch from http to https.

(If you want to know before what is https, you will find more information here: what is and what is https.)

Instructions to spend a website http to https

Let's see how we should migrate from http to https for everything to go quickly and without incident:

  1. You need to activate the SSL certificate that you provide your hosting. To do this, enter the control panel web hosting you want to make safer and look for the section "Security". There you should find a sub section called "SSL Certificates" next to the padlock icon. Section and enters that activates the certificate. Usually a free service and is done in one click. If your hosting does not offer this service, you can find it here Let’s Encrypt ... but things will not be so easy.
  2. Now you need to tell your web use the certificate that you just activated. If the web is created with WordPress this is really simple. You download the free plugin "Really Simple SSL" install it and activate giving the 'on' button. There, everything OK. If your site is created with another content manager, looking for the equivalent plugin. If your site is handmade, you must change the .htaccess.
  3. The plugin also ensures that when someone enters an old indexed without the https URL or some old link, go to the right page rather than one with 404 error.
  4. At this point, the web is already working with https, so you can enter it and check it. Unfortunately now we have to change more things: your Google Analytics and your Google Search Console (the old Google Webmasters). Go for it.
  5. How to tell Google Analytics to your site now uses https? You go into your account, you go to the admin area, enter configuration property and once there, where it says "default URL" http https change. Guards, and that's it.
  6. How to tell Google Search Console now using https? You have to enlist a new property ... you can not do anything with the old.
  7. Some other things that can help: Redo the Google Sitemap of your website (in the plugin "SEO by Yoast" if you use WordPress) and give high Google Webmasters again. Google also learns so quickly that now you use https.
  8. If your robot.txt contains instructions on where your sitemap, edit this information and indicates that Your sitemap is now in https.

Well, with this you should have about the web, all right, well sure.

As you see, make the change http to https is laborious, So do it calmly. If you have user registration or especially if you manage an e-commerce then not hesitate, and do it.

If you have any questions about any of the steps, please send me the question through the comments of this article.

A big hug.

Difference between codes Google Adwords and Google Analytics

Today I started to teach my classes in the Master Search Engine IDEC-UPFSo I start to get interesting questions in the forum of students. I think some of them may also be of interest to people outside the master, so here's one: the question student at the user level, what is the difference between codes Google Adwords and Google Analytics, and where can find.

Conversion codes Google Adwords

Conversion codes Google Adwords You are provided this service and should be included on the final page of what you consider to be a conversion. For example, if you have an e-commerce, must be codes on page: "gracias.php" ie last page of the checkout process, in which you thank you for purchasing.

Thus, when a user who has entered your site from an Adword, completes a purchase, Google Adwords knows why not perceived this, the user activates the code and Adwords account that can offer it as a sale, which makes statistics on how many customers have achieved through ads and how much it cost you to get each of them ... without this code can only tell you how many visitors you had and how much it cost you to get them.

The conversion code you find Google Adwords Adwords menu under Tools -> Conversions.

Google Analytics codes

On the other hand, are codes google Analytics. Estos deben incluirse en todas las páginas del sitio web, de esta manera, Google puede ir haciendo el seguimiento de qué hacen los usuarios en ella. Los encontrarás en Administrador –> Propiedad –> Información de seguimiento –> Códigos de Seguimiento.

Para conocer las conversiones de tu web desde Google Analytics, no hay códigos especiales, debes ir a Administrador –> Ver –> Objetivos–>Crear objetivo y allí le indicas que el objetivo es llegar a la URL “gracias.php” y así Google Analytics sabe cuántos usuarios han llegado allí y por lo tanto, cuántos clientes has tenido. También sabe de dónde venían, por donde han navegado antes de iniciar la compra, y si tienen una sesión de Google abierta, puede saber si son hombres, mujeres, la edad y sus intereses… un montón de cosas, vaya.

As you can see, the two systems are different but have similar goals, although one is oriented control of ROI in advertising campaigns and the other not.

Google Tag Manager

To simplify a bit the whole issue of putting the codes, Google created a few years ago Google Tag Manager. A system that once installed on your website, allows steps which codes you want to put it through a friendly form found on the website of Tag Manager. This has greatly simplified the life of marketing agencies and marketers of companies in which the web carries a technical department, which is not always a priority to include a couple of labels that has asked the marketing department. If this is not your problem, the tag manager does not offer much more ...

I hope the answer has been helpful.

A hug

Montse.

Find out why Google Adwords and Google Analytics show different results

These days I'm giving my classes in the Master Search Engine IDEC-UPFSo I have a lot of students asking questions about Google Adwords, SEO and Google Analytics.

One of the recurring questions is "why when I check the results of a campaign Adwords these do not match the data provided by Google Analytics me".

Well ... I'm not going to write an article on why reaching forth since Google already has done for me :-)
Here is a link that Google explains each of the parameters that differ in control Adwords campaigns about Google Analytics and why they differ.

Document: Why Google Adwords and Google Analytics show different results.

I hope you find it useful.

A big hug.

Connecting Google Analytics with Google Webmasters

Every day I meet my students have trouble connecting these two services Google. The truth is that most of Google Analytics features are very well explained, but instead activating this connection it is not.

So to facilitate the work, here's this video that explained the advantages of having this connection and how we do it.

I am responding to questions through 3isic Youtube channel, The Research Institute that I have the pleasure of directing, but if you have any questions in particular can also raise it through a comment on this blog post and will look to answer you as soon as possible.

I hope you find it useful.

A big hug.

How to lower the bounce rate of a website

This morning is participating in the forum of my subject in the Master in Finders taught at IDEC (Pompeu Fabra University) and I saw that some students were not clear what the Rebound ratio a website and what might be the causes that lead us to exceed the number that would be logical.

It seemed to me that the answer was worth it to be shared in this blog in addition to the student forum. So here goes:

What is the bounce rate of a website and how to bring it down

He rebound ratio or bounce rate is the number of people entering the site but not navigate the, divided by the total website visits.

That is, reflects views that do nothing on our website, maybe ... but read (although the latter can not be sure). If not they clicked on any part of our website, Google Analytics (or analytical system you're using) can not calculate how long they have been on the site and also counts as the rebound.

Our bounce rate should never exceed 40% (for a corporate website or an e-commerce) ... if exceeded this figure is that something goes wrong. The causes can be:

  1. Visitors who come to our website, not part of the segments of our target audience and therefore are not interested in our ... and go -> users coming from a poorly made or fraudulent advertising campaign would be in this subset but here users would also be arriving by SEO done without clear objectives.
  2. The prices of our products are beyond market, and therefore users the look and leave.
  3. The web is too slow ... and therefore endure downloading a page but I think 2 times before going sailing.
  4. The usability of our website is terrible and users do not know what to do to keep browsing or read more information.
  5. Users are browsing on a mobile device and have no version for these devices or our website is not responsive (That automatically adapts to any screen resolution).
  6. The design is unprofessional and therefore, the image conveyed by our company as well. Users do not take us seriously and go.

This applies to corporate websites. For a website type blog, the bounce rate may be somewhat higher (60% approx.) And not pass anything because many users are recurring visits (visits have been other times) ... may the user reach the website , read the new blog post and leave. They will not read more because they have read the other information.

In a blog type website, we should review the bounce rate of new visits, and get interested in these other related items, or the most read, the most shared, etc. In the case of the new, the bounce rate itself should be below 40%.

How to improve the ratio of rebound of a website

Noting the causes we can intuit how to reduce Rebound ratio:

  1. Before raising our our SEO and online advertising campaigns (SEM and the rest) we must be clear who is our target audience, Which segments comprise it, how are the people who are part of the segment, which will search Google, which websites visited, etc ... that is, we must do a good marketing analysis before executing any action.
  2. Before raising any action we make a good analysis of competition. We must know what the prices are competitive, their value proposition, what sets us apart from it ... Thus, although our prices are higher can argue why users should buy our products and not those of our competitors.
  3. The website should be tested by someone. The problem of speed and usability problem could have been detected with a beta-tester (someone try our website before publishing the final version). With a good testing also we would detect lack of persuasion, or lack of realization of the goal of the website. So it is 100% recommended that four or five people who do not know the web, testeen before us and we can observe what they do it, how they navigate and what are fixed.
  4. At the moment it is out of place not consider having at least one web responsive. We would be losing almost 30% of visits (depending on the sector in which we move, in tourism, we would be losing a lot more).
  5. A corporate website should reflect a professional image 100%. Today, with the large number of inserts of payment for WordPress, Joomla, Magento or any other manager and content, there is no excuse not to enjoy a professional design on our website.

So now you know ... check out these 5 points and make sure the bounce rate of your website That's the right one.

I hope these tips will be useful.

A hug.

Use Google Analytics in real time

Google Analytics en tiempo realIt is possible that all the hustle involved Christmas and the days leading up to it, you have not noticed that in google Analytics now it offers data about visits to your website in real time.

The truth is that since a few months ago google Analytics displays real-time data (the Google news was made on 29 September), but talking to students and clients I realize that many people are not aware of it, especially because Google only displays this data in the new version of the Web interface and people accustomed to the old it costs a little change.

View real-time data is useful for many tasks:

  • To monitor in real time an advertising campaign (Adwords or not).
  • To see immediately the effect of a message posted on Twitter or Facebook on our website.
  • The effect of an appearance on traditional media.
  • And why not, to satisfy your curiosity also in real time.

Knowing the real-time data instead of the 2 or 3 regular hours can give us a good margin for maneuver to change the settings of any campaign or to modify the landing page of an announcement so that we can further increase the conversion our visits.

In short, if you have not already done so, this is a good reason to go and the new version of google Analytics and adapt to the new way to display data from our website.

Interesting report on benchmarking on the Internet

Netsuus just published the results of a survey on benchmarking on the internet that made last March.

This report is doubly interesting: apart from the results shown, it is really interesting to know what other benchmarking tools people use and why he does it.

For example, in the table dedicated to measurement tools position Internet competition are up to 16 different tools.

The most popular is Alexa (www.alexa.com), Followed by Google Trends (www.google.com/trends) and by Google Insights for Search (www.google.com/insights/search/?hl=es# ). The latter tool, I was surprised to find it so high on the list of benchmarking tools, to get to see her again I realized how much he has improved since the last time I went (though no longer a sophisticated version of google Trends). After these three, we find Google Adplanner (www.google.com/adplanner/), Which is useful to know data pages that support advertising, and after her encounter Netsuus (www.netsuus.com), Which specializes in creating custom reports.

I do not handed me the list ... it's better that you check yourself / a and see what tools you know and what tools should know (it is No. 3 table the report).

It is also interesting to see what people desería know about your competition (number 6 of the report table): what most people want to know is If the ad campaigns are performing their competence or are not effectiveFollowed by knowing how to get traffic capture and how they get converted. So ... in other words, we want to know exactly the online marketing strategy of our competitors. :-)

It is not easy to get this information, but with patience and knowledge, yes we can get to know (this is what we do in practical classes benchmarking).

Companies also want to know the degree of customer satisfaction competition, the actions they take in social networks and keywords reference to its competitors.

Again, not handed me ... look at the report when you have a moment of calm. The most interesting are not the results of the survey, are the items shown on it (the tools that companies use the knowledge they gain, which would like to know, etc.).

To download the report, simply to click here: Informe sobre Netsuus bechmarking online

I hope this information is useful.

We talk to each other.