Category Archives: Analytics

Strategies for data analysis and user tracking

Omniture SiteCatalyst Versus Google Analytics

Throughout my career as a PPC manager, I have had the opportunity to use several different web analytics packages as part of my job. There’s no doubt in my mind that having some kind of accurate web analytics program is … Continue reading

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Keyword Bidding To Lifetime Value

PPC keyword bidding is both an art and a science. So, there’s no single “right” way to do it. For most advertisers, you’re just trying to generate more revenue per keyword than what you’re spending on clicks. And that’s just … Continue reading

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AdWords Search Funnel Reporting – Part 4: Paths

Welcome to the final chapter in my four-part series on AdWords Search Funnel reporting. This week we’ll be covering the three path reports: Top Paths, Time Lag, and Path Length. Path reports are helpful because they indicate how many search … Continue reading

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AdWords Search Funnel Reporting – Part 3: First and Last Click

In part three of my ongoing series on AdWords search funnel reporting, I’ll be going over the first-click and last-click attribution reports. For those not familiar with first/last click attribution, here’s how it works. In most search situations, a user … Continue reading

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AdWords Search Funnel Reporting – Part 2: Assists

Welcome to part two of my handy how-to guide on AdWords Search Funnel reporting. Last week, I covered the basic Search Funnel reports, and this week we’ll be going over Assist reports. An “assist” is when a click or impression … Continue reading

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