Driving Traffic

Document Sample
Driving Traffic Powered By Docstoc
					                     EMarketing, Part 1:
               Search Engine Marketing (SEM)
                               Driving Traffic
      Preliminaries, Tracking and Search Engine Optimization
                          A Report to the New Day Membership
                           by Richard Cox, December 1, 2006


                                         Overview
Almost all New Day sales come through the website. Therefore, the effectiveness of any type of
ND marketing effort can be determined by understanding how eMarketing works. Anything
dealing with the Internet can be highly technical and the diversity of technical experience in the
New Day membership is one of the most difficult aspects of presenting this type of information.
It will be necessary to learn basic terminology used to communicate about this subject and a
rudimentary understanding of the various systems that are available to monitor and assess
eMarketing strategies. The amount of data that can be compiled through web traffic and Internet
marketing tools can be overwhelming. Some of the info is so detailed and technical that it will
be best to point to sources where people can find out additional details rather than burden the
entire ND group with particulars of every analysis option that can be pursued. In many respects,
this first part of the report only lays the groundwork for understanding Internet marketing tools
and strategies. Subsequent parts of this report will present the results of implementing the
procedures and systems that are being presented.

The term eMarketing means “electronic marketing”, which specifically means, “Internet
marketing”. Internet marketing is the use of the Internet to advertise and sell goods and
services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing,
interactive advertising, search engine marketing (including search engine optimization), blog
marketing,       and      article     marketing      (Definition     from       Wikipedia       >
http://en.wikipedia.org/wiki/Internet_marketing <). This document is the first of a multi-part
report on Search Engine Marketing. The primary focus of this part will deal specifically with:
preliminaries, tracking and search engine optimization. Other forms of eMarketing will be
covered in subsequent parts. Additional parts will be presented in the forthcoming months.
Below are the titles of all the parts, currently under consideration, that are specific to Search
Engine Marketing:

   1) Driving Traffic: Preliminaries and Search Engine Optimization SEO (this part)
         a) Preliminaries and Tracking Methods
         b) Use of Tracking Methods
         c) Search Engine Optimization

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 1 of 105
    The following parts will be developed in the future:
    2) Driving Traffic: Pay Per Click (PPC)
    3) Converting Visitors
    4) Tracking and Testing
    5) Analytics in Context
    6) SEM topics not covered previously



                                   Table of Contents
                                                                    Page Numbers
•   Conventions used in presenting the subject of SEM.                    3

•   Preliminaries
           o Many Uses for Search Engine Technology                       3
           o Sign Up for Google Analytics                                 3
           o Terminology                                                  4
           o The Goal (Conversion)                                        4
           o Conversion University                                        4-5
           o Sessions/Visits Versus Hits                                  5-6

•   Driving Traffic: Search Engine Optimization (SEO)
           o Sitemaps for Search Engine Optimization                      6-7
           o How to Setup Sitemaps                                        7-8
           o Understanding/Using a Sitemap Report                         8
                       Freedom Machines Example                           8-10
                       New Day Example                                    10-11
           o Search Engine Quality Guidelines                             11-12

•   Web Traffic Analysis Systems
          o Introduction                                                  12
          o Urchin Software                                               12-13
          o Google Analytics                                              13-14

•   Two Examples of Using Google Analytics
          o Freedom Machines PBS Rebroadcasts                             14-17
          o Freedom Machines and The First Lego League                    17-18

•   Appendix:
          o Glossary                                                      19-32
          o Urchin Reports Explanations with Images of Graphs             33-51
          o Google Analytics Reports Explanations with Images of Graphs   52-103
          o “Sitemaps for Search Engine Optimization” Article             103-105



Part 1, eMarketing, Search Engine Marketing: Driving Traffic         Page 2 of 105
Conventions used in presenting the subject of Search Engine Marketing
Much of the information about Internet marketing makes assumptions that the reader can blaze a
trail through the technical jargon, decipher and implement the various systems that are being
suggested. In order to communicate this information to the widest group possible in the New
Day membership, a format of four common categories will be presented in each sub-section,
when appropriate. They are:

   1)   Definitions that will be necessary to understand what is presented in that sub-section.
   2)   What is the subject of Internet marketing that is being presented?
   3)   Why is the subject important?
   4)   How to implement the system under discussion. This explanation will be the most
        technical and some of you may want to consult with your webmasters.


                                      Preliminaries
Many preliminaries must be presented before it is possible to “speak the same language” when
talking about Internet marketing. This section contains descriptions that are necessary to build a
framework for a dialog.

Many Uses for Search Engine Technology <Preliminary>
Web searching systems have applications in a variety of situations. For example, large
corporations need to have a way to make it possible for employees and associates to retrieve
documents that are relevant to a particular subject. This is known as an intranet (with an “ra”).
The same types of systems are used to look up a given subject on the Web. As you might expect,
a great amount of R&D has been invested in creating more efficient methods of searching large
quantities of electronic documents. The costs for these search systems can range from free to
very expensive. On the high end, Google has developed some hardware (to be kept at the
client’s location) that will perform the task of cataloging/indexing large quantities of documents
for more efficient searches. The lowest cost is $2,000 per unit for 50,000 documents up to
$50,000 per unit for searching one million documents. The high-end units can be interconnected
for larger quantities of searches.           For more info about the hardware, go to >
http://www.google.com/enterprise/ <. This eMarketing report will focus on the free options
that are available and used for Internet searches.

Sign up for Google Analytics <Preliminary>
As might be expected, Google is leading the pack in developing Internet search and marketing
systems. Much of the software and hardware created by Google for effective web searches is/has
developed into industry standards. A great deal of the information presented in this report deals
with the use of “Google Analytics”. It is a free service. There was a 6-month wait when
Freedom Machines (FM) was signed up but I see no indication that a waiting list currently exists.
To sign up for Google Analytics go to > https://www.google.com/analytics/home/ <. More will
be explained about Google Analytics in the coming pages.

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 3 of 105
Terminology <Preliminary>
There is a large quantity of words that are used in Internet marketing. Many of them are
standard computer and Internet terms. Each section of this report presents the terms specifically
needed to understand the relevant section. Definitions appearing in preceding sections will not
be repeated. For you convenience, a glossary is on pages 19-32. The glossary is not complete
but it does provide a baseline. An excellent source for additional definitions is “Wikipedia” >
http://en.wikipedia.org/wiki/Main_Page <.

The Goal (Conversion) <Preliminary>
Definition: Conversion - A conversion is said to occur when a visitor completes an activity that
you have identified as important. This activity could be a purchase, an email list registration, a
download, or viewing an online presentation. Web tracking systems make it possible for you to
specify your goal pages -- pages that a visitor can only reach by completing a conversion
activity.

What: In summary, the goal of all your Internet marketing is “To convert your website visitors
to clients.” That is, they visit your site by learning about it through paper mail, other people,
Internet searches, etc. After visiting your site, they are so impressed, they click on a button to
complete a purchase and “they are converted”.

Why: To achieve success in anything, it is necessary to define a realistic goal, develop a
strategy for achieving the goal and have a method of monitoring your progress toward obtaining
the goal. As a result of monitoring your progress, you may modify your goal and/or strategy.
The purpose of this report is to explain how to set and monitor goals to maximize your
conversion ratio.

How (technical): The sections about Urchin Software and Google Analytics will present the
how of converting your visitors to clients. First, there is a problem unique to the New Day
group. For a visitor to complete the task of purchasing a product, they must move from the
various different filmmakers’ websites to the New Day site. Technically, the visitor enters into a
different “second-level domain.” The simplest method is to track visitors up to the point they
click on a “to purchase” button that takes them to the New Day site. However, they may go to
the New Day page and not complete the purchase. It is possible to track visitors between
domains. Communications have been established with the New Day Web development people to
determine the feasibility of setting up the necessary parameters to track visitors between
domains. Additional info about setting up conversion goals will come at a later date.

Conversion University <Preliminary>
Google has compiled a series of documents, many of them written by industry leading web
marketing consultants and put them into a format called “Conversion University” (CU). In many
respects what I am doing is deciphering the procedures put forth in CU and presenting it to all of
you in summary format. If you would like to go straight to the source, you can visit >
Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 4 of 105
http://www.google.com/analytics/conversionuniversity.html <. The documents can be read but
the procedures related to the use of Google Analytics cannot be implemented until you create an
account, go to > https://www.google.com/analytics/home/ <.

Sessions/Visits Versus Hits <Preliminary>
Definition: IP Address - An identifier for a computer or device on a TCP/IP network. Networks
using the TCP/IP protocol route messages based on the IP address of the destination. The format
of an IP address is a numeric address written as four numbers separated by periods. Each number
ranges from 0 to 255.

Definition: Cookie - A small amount of text data given to a web browser by a web server. The
data is stored and returned to the specific web server each time the browser requests a page from
that server. The main purpose of cookies is to pass a unique identifier to the website so that the
website can keep track of the user as they step through a website. For example, a protected site
may store a temporary identifier in a cookie after you successfully log in, indicating that you are
an authorized user.
The name cookie derives from UNIX objects called magic cookies. These are tokens that are
attached to a user or program and change depending on the areas entered by the user or program.
Cookies are also sometimes called persistent cookies because they typically stay in the browser
for long periods of time.

Definition: Session - A Session is a defined quantity of visitor interaction with a website. The
definition will vary depending on how Visitors are tracked. Some common visitor tracking
methods and corresponding Session definitions:

       •   IP-based Visitor Tracking: A Session is a series of hits from one visitor (as defined by
           the visitor's IP address) wherein no two hits are separated by more than 30 minutes. If
           there is a gap of 30 minutes or more from this visitor, an additional Session is
           counted.
       •   IP+User Agent Visitor Tracking: A Session is a series of hits from one visitor (as
           defined by the visitor's IP address and user-agent, such as Netscape 4.72) wherein no
           two hits are separated by more than 30 minutes. If there is a gap of 30 minutes or
           more from this visitor, an additional Session is counted.
       •   Unique Visitor Tracking (cookie-based, such as Google Analytics' UTM): A Session
           is a period of interaction between a visitor's browser and a particular website, ending
           upon the closure of the browser window or shut down of the browser program.

Definition: Visit - See Session.

Definition: Hit - A hit is simply any request to the web server for any type of file. This can be an
HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi script, and many other file types.
An HTML page can account for several hits: the page itself, each image on the page, and any
embedded sound or video clips. Therefore, the number of hits a website receives is not a valid
popularity gauge, but rather is an indication of server use and loading.


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 5 of 105
What: “Sessions or visits” are used synonymously. It is important to understand there is a
difference between “hits” and “sessions or visits”. The definitions above give a very technical
explanation of the difference between the two. To put it simply, a session is the best reference of
how many people are visiting your site and web marketing tools use “sessions/visits” as the
indication of web site activity and tracking.

Why: You could get an unrealistic idea of your web traffic if you use “hits” (and not sessions)
as a reference.

       Driving Traffic: Search Engine Optimization (SEO)
Sitemaps for Search Engine Optimization (SEO) <Driving Traffic>
You will find an article pertaining to this topic on pages 103-105 of this report. The original
source of the article is posted on the website >
http://www.google.com/analytics/cu/dt_sitemaps_for_seo.html <.

•   Following are questions answered in the complete article indicated above:
           o Have you found it difficult to rank favorably for the keywords important to your
              business? Are all of your web pages visible in the natural search results? Here are
              five ways Google Sitemaps can help you drive more potential customers to your
              site and improve the visibility of your content. [See complete article for the
              answers.]

Below are explanations and examples of implementing/using sitemaps:

The Google Sitemap Protocol allows a Webmaster to inform search engines about URLs on a
website that are available for crawling. A Sitemap is a XML (Extensible Markup Language) file
that lists the URLs for a site. It enables webmasters to include additional information about each
URL: when it was last updated, how often it changes, and how important it is in relation to other
URLs in the site. This allows search engines to crawl the site more intelligently. Yahoo and
MSN are now using Google sitemaps to increase the efficiency of their search engines. That
means the other search engines will also start using Google sitemaps. Search engine sitemaps
are something distinctively different from the end user ND site map located at >
http://www.newday.com/sitemap.html <. A Google Sitemap was submitted for the FM site and
within 24 hours, significant improvements occurred in placement among the search engines.

Using the sitemap tools you are able to do the follow things:

•   Get Google's view of your website, and diagnose potential problems.
    See how Google crawls and indexes your site and learn about specific problems we're having
    accessing it.
•   See how your site is performing.
    Learn which queries drive traffic to your site, and see exactly how users arrive there.


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 6 of 105
•   Share info with Google to help crawl your site better.
    Tell Google about your pages: which ones are most important to you and how often they
    change. You can also let us know how you would like the URLs we index to appear.

How to setup sitemaps (technical)
First, it is necessary to setup a sitemap account. This service is free. All you need is a Google
account. Just go to the page > www.google.com/webmasters/sitemaps/ <. After setting up your
account and providing a URL, it will be necessary to create and submit a sitemap. Some
diagnostics functions are available before a sitemap is submitted but the process works better
after the sitemap is provided. Below is an explanation of how a sitemap was created for the
Freedom Machines site followed by info about the sitemap for the New Day Website:

Freedom Machines Sitemap (technical) - It is most practical to use a program called a "sitemap
generator" (SG) but it can also been done with a simple text editor, if you know the proper
format to use. For this presentation, I will focus on using a SG. I had a lot of initial problems
getting a SG to work on the Freedom Machines site. The free Google SG is a Python
script but Python is not supported by Windows 2003 server, which is the OS used by the
Freedom Machines web hosting service (AT&T). I was able to find a free SG written for servers
that support "Active Server Pages" (ASP) and I have some experience writing ASP code. The
SG that I used is provided by "Chinook Webs" and can be downloaded (including instructions)
from > http://sitemap.chinookwebs.com/ <. I did encounter some problems with the script but
searching the "Chinook Webs Forums" enabled me to determine how to correct the issue.
Basically there was a missing period, "." in the script when applied to the Freedom Machines
configuration.

New Day Sitemap (technical) - The New Day website developer has recently implemented a
sitemap generator that regularly updates and works well with the database driven ND website.
Below is what he had to say:

At 10:46 AM 11/19/2006, Doug Gentry wrote:
The Google-formatted site map (www.newday.com/Google_SiteMap.lasso) was pretty easy to
put together, since so many of our pages are driven from the database. I've registered and
verified the NewDay site, and identified the file Google_Sitemap.xml as the sitemap for Google
to reach out to. I should see the first results of that read later today. If this works OK, I'm told
that both Yahoo and MSN are or will use this format and I'll have to find out how to register this
file with them.

Here are the pages included in the Google site map:
index.html (Home Page)
about/ directory - all of the pages in this directory
films/ all of the individual film pages
filmmakers/ all of the individual filmmaker's pages
subjects/index.html - this page lists all of the major topics and the subjects

If you think there are others that should be listed, just let me know. I can have Lasso


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 7 of 105
automatically recreate this sitemap.xml page on a regular basis. I'm thinking once a month is
about right - to make sure we capture the newest content on the home page.

Understanding/Using a Sitemap Report <Driving Traffic (SEO)>
As mentioned earlier, included with the sitemap services are tools that make it possible to
analyze your site from the perspective of how a search engine will see it. Consequently, it is
possible to diagnose problems that search engines might be having crawling your site. Also, the
Google Sitemaps Service has many, many help files and articles that can be read to improve
search engine placement for a site. It is not possible for me to offer an explanation of all the
tools that are available to diagnose a website for two reasons, 1) I have not examined all of them
myself and 2) it could run into some length and would constitute a report unto itself. Anyone
reading this report will simply have to sign up and submit a sitemap and figure out how to use
the diagnostic tools that I will not cover. I have decided to point out two examples where I have
found the sitemap diagnostics to be helpful. They are, 1) Diagnostics Summary with specific
focus on “Not Found Web Crawling Errors” and 2) Query Stats. Below are the explanations:

Freedom Machines Sitemap Example
1) Diagnostics Summary with specific focus on “Not Found Web Crawling Errors”:
Below is a screen shot of the sitemap diagnostics summary page for Freedom Machines follow
by an explanation:




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 8 of 105
“Not found” explanation: It doesn’t appear very clearly but under “Web crawl errors” second
down on the list, is an item stating “Not found” with a cautionary exclamation sign inside a
yellow triangle and the number 43. That is an indication there are 43 broken links on the
Freedom Machines website. Some of the broken links may come from search engines that are
referencing pages that are no longer valid or the problem could be internal, which is what I have
found to be the case. In both circumstances, the references to broken links will be rectified as I
correct the problems and update the sitemap. By clicking on details to the right, I can get an
exact assessment of what links are broken and using a file text search tool, I can determine what
files have html code pointing to invalid items. I have started to assess the “Not found” problems
and determined that most of the broken links come from a complete Freedom Machines website
redesign that was done a few months ago. Most of the problems are because some of the
graphics were moved around and a few of the older pages that accessed those graphics were
overlooked for deletion. By using the sitemap diagnostics tools to discover and then getting rid
of the “dead wood”, search engines will find it easier to point web surfers to valid information.

2) Query Stats:
Most of you will find the “Query Stats” to be of greatest interest. Below is a screen shot of the
FM Query Stats report followed by a brief explanation:




“Query Stats” explanation:


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 9 of 105
At the bottom of each table you see down arrow keys indicating that the table is downloadable to
an Excel (csv) format.

   •   Top search queries are the queries on the selected search property that most often
       returned pages from your site.
   •   Top search query clicks are the top queries that directed traffic to your site (based on the
       number of clicks to your pages).
   •   Average top position is the highest position any page from your site ranked for that
       query. Since the index is dynamic, this may not be the same as the current position of
       your site for this query.

The tables above indicate searches that are bringing people to the FM website and the placement
among the Google search engine. In subsequent reports, I will be examining how to use this info
to gain better placement among the search engines. One of the words that I found very
interesting is “Melanie”. She is a subject in the FM film and her name is referenced in the FM
website. Without a sitemap, a search for “Melanie” gave a placement of 119. Prior to the FM
website redesign, I submitted a search map and placement for “Melanie” moved from 119 to 35.
After the redesign, I submitted a new sitemap and placement for that word dropped to 58.
Obviously, the redesign did not put as much emphasis on “Melanie”. People may very well be
looking for a different a Melanie when they search using only that name but it serves to indicate
how a sitemap can influence placement in search engines. A search for “freedom machines” will
give a placement of number ONE of about 3,160,000 listings for “freedom machines” and most
of the first 100 listings are about the FM documentary rather than something else. Listings
include various testimonials and blogs both solicited and non-solicited. To make sure previous
site visits and searches were not retained/reflected in the latest search, I tested the “freedom
machines” search on several different machines with the same positive results. Sitemaps are
worth the effort.

New Day Sitemap Example
Below are two tables generated by the New Day sitemap reports:

New Day Top search queries        Average top position
assembly line                                        7
newday                                               1
style wars                                           5
loitering                                            4
tree people                                         10
new day                                              2
andy abrahams                                        6
spit it out                                          6
new day films                                        1
films                                             337
a new day                                            3
poetic license                                       9
hope is a thing with feathers                        8
do not enter                                         6

Part 1, eMarketing, Search Engine Marketing: Driving Traffic               Page 10 of 105
new day financial                                   4
it's elementary                                     3
the way home                                        5
in whose honor                                      3
letters from the other side                         7
made in brooklyn                                    3

Top search query clicks          Average top position
new day films                                        1
style wars                                           5
taken for a ride                                     2
newday                                               1
assembly line                                        8
loitering                                            3
hopi songs of the fourth world                       2
indian canoe                                         9
"in whose honor"                                     4
hopi                                               102
"so long silence"                                    2
debra chasnoff                                       2
barbie nation                                        3
no loitering                                         3
effects of war on children                           4
a matter of respect                                  2
garifuna culture                                     8
hope is a thing with feathers                        8
female masturbation techniques                      12
gender gap                                          21

Search Engine Quality Guidelines
Along with development of the “Sitemap Protocol”, Google has developed some “Search Engine
Quality Guidelines”. These are parameters that should be followed to make it easier for search
engines to crawl your site. You will find the complete text of the guidelines at >
http://www.google.com/support/webmasters/bin/answer.py?answer=35769 <. Below is the first
paragraph of the article linked above:

“Following these guidelines will help Google find, index, and rank your site. Even if you choose
not to implement any of these suggestions, we strongly encourage you to pay very close attention
to the ‘Quality Guidelines,’ which outline some of the illicit practices that may lead to a site
being removed entirely from the Google index. Once a site has been removed, it will no longer
show up in results on Google.com or on any of Google's partner sites.”

One of the significant quality guidelines is the same as what is necessary to make a site
accessible. Since that is the subject of Freedom Machines, I can’t help but focus on the topic.
Here is a technical explanation:

Part 1, eMarketing, Search Engine Marketing: Driving Traffic             Page 11 of 105
“Use a text browser such as Lynx to examine your site, because most search engine spiders see
your site much as Lynx would. If fancy features such as JavaScript, cookies, session IDs,
frames, DHTML, or Flash keep you from seeing all of your site in a text browser, then search
engine spiders may have trouble crawling your site.”

Simpler explanation: People with visual impairments use text-reading browsers to view web
pages. A computer voice reads what is on the screen but when the text browser encounters a
graphic it doesn’t know what to do. As a solution, html code allows the placement of hidden
descriptive tags that give a short explanation of the image that is appearing on the screen. You
have likely viewed these text tags, at times, when you hold your cursor over a web page image.
If the tag is there, it will appear as text in a small window. On the New Day site, the changing
images in the upper left corner have a tag that says, “New Day photos”. I did not find a tag on
the right side image.            An easy to use Internet Lynx viewer is located at >
http://www.delorie.com/web/lynxview.html <. An empty file named “delorie.htm” must be
copied to the root directory of you website. The file is used to verify that an authorized person is
text-viewing the site. I delete the file after using the service.

For best results, you should download a copy of Lynx itself and run it locally on your own
machine. See below:

HOW TO GET LYNX

 For the latest release of Lynx goto:
    <URL: http://lynx.isc.org/release >;
    <URL: ftp://lynx.isc.org/release >;
 the latest development version is at:
    <URL: http://lynx.isc.org/current >.
 The Lynx homepage is <URL: http://lynx.isc.org/ >.
 The on-line help page (enter `h') has links to many useful things.

                         Web Traffic Analysis Systems
Introduction
The next few pages contain a brief explanation of two primary web traffic analysis systems,
Urchin and Google Analytics. The New Day website is setup with a web hosting service called
“Point in Space” > http://www.pointinspace.com/ <, which has web traffic analysis services that
are designed to work with database driven websites.

Urchin Software
Urchin is a web statistics analysis program developed by Urchin Software Corporation. Urchin
is used to analyze web server log file content and display the traffic information on that website
based upon the log data. Urchin has become one of the more popular solutions for website traffic
analysis. While Urchin Software has recently been purchased by Google, the Urchin 5 and prior
analysis programs are still widely used and available today. For more info, go to: >
http://en.wikipedia.org/wiki/Urchin_%28software%29 <.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 12 of 105
Urchin is setup through your webhosting service. Freedom Machines uses AT&T for
webhosting and the Urchin tracking software is available for free. Setup was rather easy but it
did require one or more calls to the tech support department. Clicking on any of the Urchin help
menu choices automatically bounces to the Google site, now that Google has purchased Urchin.
Google does provide a Urchin help website > http://www.google.com/support/urchin45/ <. New
Day members will need to contact their webhosting service and the web page above for details
about setting up and configuring Urchin.

Urchin generates 51 different reports. Go to pages 33-51 to find explanations of each report
along with an image of the graphs that are generated using the Urchin software.

Uses of Urchin: When Urchin was first configured for Freedom Machines in September 2002, I
used it to keep track of website activity. In May 2006, after being on a waiting list for 6 months,
Google Analytics became available. I have found it to be much more informative. Google
Analytics may not work properly for companies with certain firewall restrictions. In those
situations, Urchin is the web monitoring software to use. About the only thing I use Urchin for is
to develop download reports for specific files, like PDFs. An explanation of the download report
is available on page 36.

Google Analytics <Preliminary>
Google Analytics (GA) is the latest version of Urchin. GA is a free service offered by Google
that generates detailed statistics about the visitors to a website. Its main highlight is that a
webmaster can optimize his ad campaigns through GA's analysis of where the visitors came
from, how long they stayed on the website, and their geographical position.                    >
http://en.wikipedia.org/wiki/Google_Analytics <.

Google Analytics generates 32 Summaries and 57 Reports. The 32 summaries are basically
duplicates of the data contained in the 57 reports. Go to pages 52-103 to find explanations of
each report along with an image of the graphs that are generated using the GA. There are some
differences between GA and Urchin reports. On occasion, I have used Urchin but since setting
up GA, I have found it to be most informative.

How to setup Google Analytics – After you obtain a Google Analytics account number, a code
must be entered into all of the web pages you will be tracking. Complete instructions for setting
up the tracking code are on the web page:
> https://www.google.com/support/analytics/bin/answer.py?answer=26795&hl=en_US <. The
code should be added immediately before the </body> tag, and can be added by hand or through
the use of templates or includes, if available. It should look exactly as it was provided to you.
Below is an example (Note: You should put your own account number in place of the xxxx-x in
the example below):

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript">
</script>
<script type="text/javascript">

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                Page 13 of 105
_uacct="UA-xxxx-x";
urchinTracker();
</script>

Two Examples of Using Google Analytics
GA Example #1: Freedom Machines PBS Rebroadcasts
In October 2006 Freedom Machines was rebroadcast on several PBS stations throughout the
nation. Below is a description of how GA was used to determine the impact the broadcast had
on driving people to the Freedom Machines website:

Necessary Steps For Analyzing PBS Rebroadcast of FM:
• Must determine zip areas covered by stations from the PBS website. Example: KQED is in
   San Francisco and the zips covered are 93389-95997, all zips are for broadcast areas in CA
   only but, sometimes, the covered zips are in adjacent states. Example: Georgia Public
   Broadcasting (GPB, zips 29750-32413) covers part of Florida. To obtain the zips covered by
   a station, it is necessary to go to the PBS Station Finder >
   http://www.pbs.org/stationfinder/stationfinder_relocalize.html <. Enter the zip code of the
   station in the appropriate box. Increment down until the station no longer appears for that
   zip. Example: KQED zip is 94110. Start out with 93000. KQED fails to appear on the list,
   try 93100, 93200, 93300. At 93400, KQED will appear on the list of stations. The beginning
   zip for KQED falls between 93300 and 93400. Using the same process but with the forth
   digit, 93310, 93320, etc. and the fifth digit it can be determined that the KQED lowest zip
   code is 93389. The same process is used for the highest zip but in reverse. There are ways
   of expediting the process, like jumping in increments of 5 and then smaller increments until
   the lower and upper zips are targeted. This is most tedious part of the process.
• As an alternative to the labor intensive process above, I use a software tool called, “Zip Code
   Distance Wizard”, which is a shareware product located at > http://www.pc-
   shareware.com/zipcodewiz.htm <. This product will determine the zip codes within a user-
   defined radius of 1-400 miles of a specified zip code. Upper and lower zips are easy to
   ascertain. Without knowing the broadcast radius of a given station, this method is not as
   accurate as the method of going to the PBS station finder website explained above.
• Using the Google Analytics Geo Location Report (description on page 73) it is possible to
   determine the geographical location of all who visited the website and the info can be
   exported to a tab separated text, XML (Extensible Markup Language) or Excel (CSV)
   document. Zip codes of individual cities must be determined to find out if they fall within
   the zip code range of the station that is broadcasting. This can be done by visiting the US
   Postal Service ZIP Code Lookup (Search by City) > http://zip4.usps.com/zip4/citytown.jsp <.

Summary of FM Rebroadcasts Reports for KQED and GPB:
• KQED rebroadcast FM on Oct 27 at 9:00 PM, 182 email announcements were sent prior to
   the broadcast on Oct 19. There can be two date ranges of evaluation, 1) Website visits up to
   and including the broadcast date Oct 19-27 and 2) one day after the broadcast, Oct 28. There
   were a total of 125 visits in California but 102 are in the broadcast range of KQED. Of
   course, some people may have visited without receiving emails about the broadcast. In the
   preceding equivalent time period, 37 people visited the FM site. Therefore, we can roughly
Part 1, eMarketing, Search Engine Marketing: Driving Traffic              Page 14 of 105
    assume 65 (102 - 37) visitors came after receiving the email announcement. The 182 emails
    that were sent had an effective rate of 36%. The day after the broadcast, only 6 visits were
    recorded in the KQED broadcast area.
•   On Oct 29 Georgia Public Broadcasting (GPB) rebroadcast FM. 63 email announcements
    were sent on Oct 22. This was a little more difficult because GPB broadcasts in 3 states, GA,
    FL and TN. The range from Oct 22-29 had recorded 26 visits to the FM site for the three
    states mentioned but 23 were in the GPB broadcast area. Of course, some people may have
    visited without receiving emails about the broadcast. In the preceding equivalent time
    period, 15 people visited the FM site. Therefore, we can roughly        assume 8 (23 - 15)
    visitors came after receiving the email announcement. The 63 emails that were sent had an
    effective rate of 13%. The day after the broadcast, only 1 visit was recorded in the GPB
    broadcast area.

Detail of FM Rebroadcasts Reports for KQED and GPB:
*** San Francisco Fri 10/27/2006 KQED 9:00 PM (PT) (KQED Zips covered: 93389-95997, All
zips are for broadcast areas in CA only.)
    a) KQED Emails Sent on Oct 19 (omitting bad addresses): 182 Total (114 from
Miscellaneous Lists, 40 from RESNA, 28 from On-Line Mailing List and Berkeley Disabled
Listserv.
    b) KQED Visits After Emails Oct 19-27, 102 visits BEFORE broadcast for KQED area
see below:
       Oakland: 12
       San Francisco: 12
       El Cerrito: 11 (probably FM web designer and myself visiting)
       Petaluma: 10
       Hayward: 6
       San Leandro: 6
       Fremont: 4
       Berkeley: 3
       El Dorado Hills: 3
       Mill Valley: 3
       Alameda: 2
       Oakhurst: 2
       San Carlos: 2
       San Lorenzo: 2
       San Mateo: 2
       Stanford: 2
       El Sobrante: 1
       Fair Oaks: 1
       Greenbrae: 1
       Kelseyville: 1
       Livermore: 1
       Modesto: 1
       Orinda: 1
       Palo Alto: 1
       Pleasant Hill: 1

Part 1, eMarketing, Search Engine Marketing: Driving Traffic              Page 15 of 105
       Pleasanton: 1
      Rohnert Park: 1
      Sacramento: 1
       San Jose: 1
       San Luis Obispo: 1
       San Rafael: 1
      Santa Clara: 1
       Santa Cruz: 1
      Santa Maria: 1
       Sunnyvale: 1
       Union City: 1
   c) KQED Visits After Broadcast Oct 28 6 visits for the day AFTER broadcast for KQED
area see below:
       El Cerrito: 1
       Hayward: 1
       Oakland: 1
       Petaluma: 1
      San Francisco: 1
       San Leandro: 1

*** Broadcast Info Below is for Georgia Public Broadcasting:
* Atlanta GA, Sun 10/29/2006 WGTV 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Jacksonville FL, Sun 10/29/2006 WXGA 3:00 PM (ET) (GPB Zips covered: 29750-32413)
* Chattanooga TN, Sun 10/29/2006 WCLP 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Savannah GA, Sun 10/29/2006 WVAN 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Augusta GA, Sun 10/29/2006 WCES 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Macon GA, Sun 10/29/2006 WDCO 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Columbus GA, Sun 10/29/2006 WJSP 3:00 PM(ET) (GPB Zips covered: 29750-32413)
* Albany GA, Sun 10/29/2006 WABW 3:00 PM(ET) (GPB Zips covered: 29750-32413)
    a) GPB Emails Sent on Oct 22 (omitting bad addresses): 63 Total (63 from RESNA,
Zero from other lists)
    b) GPB Visits After Emails Oct 22-29: 23 visits BEFORE broadcast for GPB area see
below:
       Orlando, FL: 3
       Tallahassee, FL: 2
       Jacksonville, FL: 1
       Winter Springs, FL: 1
       Miami Beach, FL: 1
       Atlanta, GA: 7
       Marietta, GA: 2
       Kennesaw, GA: 2
       Decatur, GA: 1
       Snellville, GA:1
       Athens, GA: 1
       Valdosta, GA: 1


Part 1, eMarketing, Search Engine Marketing: Driving Traffic       Page 16 of 105
   c) GPB Visits After Broadcast Oct 30: 1 visit the day AFTER broadcast for GPB area see
below:
      Jacksonville, FL: 1

GA Example #1: Freedom Machines and The First Lego League
The First Lego League (FLL) is an international organization that sponsors an annual robotics
and science competition culminating with a final tournament every April at the Georgia Dome in
Atlanta. Since the 2004-05 season, Freedom Machines has partnered with the FLL to introduce
the young inventors and scientists to an understanding of the principles of universal design (and
promote the Freedom Machines DVD). For the 2006-07 season a webpage was setup providing
streaming video for the FLL tournament directors and participants. The webpage has been kept
discreet so that only the targeted individuals would know of its existence and tracking results
would indicate a true picture of who was viewing the page. Also, a “Conversion Goal” (see
explanation above) was setup for the page so that reports could be easily generated to show the
number of people visiting on any given day or date range. 192 emails were sent out worldwide
on Oct 7. Below are the results for the range from Oct 7 to Nov 26, 2006:

119 total visits (83 new visitors, 36 returning visitors)
Visits per geographical locations follow:

USA KY                 34
USA CA                 16
USA OH                 12
USA FL                 5
USA NH                 4
USA CO                 3
USA IN                 3
USA AL                 2
USA LA                 2
USA Not Set            2
USA TX                 2
USA DE                 1
USA GA                 1
USA MA                 1
USA MI                 1
USA NV                 1
USA NY                 1
USA PA                 1
USA TN                 1
USA VA                 1
USA WI                 1
USA WV                 1
CAN - Canada           7
UK-United Kingdom      5
NLD - Netherlands      3
BRA - Brazil           1

Part 1, eMarketing, Search Engine Marketing: Driving Traffic              Page 17 of 105
CHE – Switzerland    1
DEU - Germany        1
MEX - Mexico         1
NOR - Norway         1
NS - (not set)       1
PER - Peru           1
TUR - Turkey         1

The following appendix contains:

   •   Glossary
   •   Urchin Reports Explanations with Images of Graphs
   •   Google Analytics Reports Explanations with Images of Graphs
   •   One Article, “Sitemaps for Search Engine Optimization”




Part 1, eMarketing, Search Engine Marketing: Driving Traffic         Page 18 of 105
                        Glossary Google Analytics
    A
    A/B Testing - See Content (A/B) Testing.
    Admin Level - Google Analytics has two basic levels of access - View
    Reports Only and Account Administrator. Users with View Reports Only
    access can view their Profiles' reports and view and edit their own language
    preferences. All Account Administrators have complete administrative control
    of the system.
    Apache - Apache is a free, open-source web server software system that is
    pervasive on UNIX, Linux, and similar operating system types. It is also
    available for Windows and other operating systems. Google Analytics' admin
    system is powered by a variant of Apache. For more information, see
    http://www.apache.org/
    Authentication - Technique by which access to Internet or intranet
    resources requires the user to enter a username and password.
    Average Page Depth - The average number of pages on a site that visitors
    view during a single session.
    Average Response Value - The average revenue value of each click,
    calculated as total revenue divided by total clicks.
    B
    Bandwidth - The amount of data that can be transmitted along a
    communications channel in a fixed amount of time. For digital devices, the
    bandwidth is usually expressed in bits per second (bps) or bytes per second,
    where 1 byte = 8 bits.
    Browsers - A browser, or more accurately, user agent, is the software used
    to access a website. Examples of user agents are "Explorer" (for Microsoft
    Internet Explorer), "Netscape" (for Netscape Navigator), and "Googlebot"
    (an automated robot that scours the web for website content to include in its
    search engine).
    Bytes - A byte is a unit of information transferred over a network (or stored
    on a hard drive or in memory). Every web page, image, or other type of file
    is composed of some number of bytes. Large files, such as video clips, may
    be composed of millions of bytes ("megabytes"). Since website and server
    performance is heavily affected by the amount of bytes transferred, and web
    hosting providers often charge according to this measure, it is very
    important for site owners to be aware of and understand. One byte is equal
    to 8 bits where each bit is either a one or zero. Common terms incorporating
    the word "byte" are:

•          Kilobytes - 1,024 bytes
•          Megabyte - 1,048,576 bytes
•          Gigabyte - 1,073,741,824 bytes

    Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 19 of 105
C
CGI Script - A CGI script is a program written in one of several popular
languages such as Perl, PHP, Python, etc., that can take input from a web
page, do something with the data, and produce a customized result (among
many other possible uses). CGI scripts are widely used to add dynamic
behavior to websites and to process forms.
Cache - A temporary storage area that a web browser or service provider
uses to store common pages and graphics that have been recently opened.
The cache enables the browser to quickly reload pages and images that were
recently viewed.
Click - In Google Analytics, a click refers to the process of moving from one
page in a site to the next via clicking the mouse button on a hyperlink (a
slightly narrower definition than normally used). In the Click Through report,
the term Clicks is used to describe the movement from the "previous" page
to the page being analyzed, and from there to the "next" page.
Click Through Rate (CTR) - The percentage of known impressions that
result in clicks.
Code - Anything written in a language intended for computers to interpret.
Contact Name - This is the real name (generally speaking) of the user to
whom you have given access to a particular Google Analytics report. The
contact name can have spaces in it, and it is not case-sensitive.
Content (A/B) Testing - Testing the relative effectiveness of multiple
versions of the same advertisement, or other content, in referring visitors to
a site. Multiple versions of content can be uniquely identified by using a
utm_content variable in the URL tag.
Content (Campaign Tracking) - Content is the label for each version of an
advertisement. The UTM variable for content, utm_content, indicates which
version of a link the visitor clicked on to reach a web site - for example,
utm_content=graphic_version1a.
Content is one of the five dimensions of campaign tracking; the other four
are source, medium, campaign, and term.
Content-targeted advertising - An advertising model in which the
publisher displays related advertising and content together.
Conversion - A conversion is said to occur when a visitor completes an
activity that you have identified as important. This activity could be a
purchase, an email list registration, a download, or viewing an online
presentation. When you sign up for Google Analytics, you have the
opportunity to specify your goal pages -- pages that a visitor can only reach
by completing a conversion activity. If you use Urchin Software, you set your
goal pages within a profile.
Cookie - A small amount of text data given to a web browser by a web
server. The data is stored and returned to the specific web server each time
the browser requests a page from that server. The main purpose of cookies
is to pass a unique identifier to the website so that the website can keep
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 20 of 105
track of the user as they step through a website. For example, a protected
site may store a temporary identifier in a cookie after you successfully log in,
indicating that you are an authorized user.
The name cookie derives from UNIX objects called magic cookies. These are
tokens that are attached to a user or program and change depending on the
areas entered by the user or program. Cookies are also sometimes called
persistent cookies because they typically stay in the browser for long periods
of time.
Cost-per-click (CPC) - An advertising model in which the advertiser
(sponsor) pays the publisher a certain amount each time the sponsor's ad is
clicked. Also sometimes referred to as PPC (pay-per-click).
Cron Job - A "cron job" is a scheduled task under a UNIX-type operating
system. "cron" is a daemon, or program that is always running. Its function
is similar to the Windows Scheduler.
D
DNS Lookup - (Reverse DNS Lookup) The process of converting a numeric
IP address into a text name, for example, 63.212.171.4 is converted to
www.googleanalytics.com.
Daemon - A daemon is any program under a UNIX-type operating system
that runs at all times. Common daemons are servers (such as Apache or an
FTP server) and schedulers (such as "cron").
Date Range - Google Analytic's Date Range feature allows you to view
report data by an arbitrary time frame, from one day up to more than a
year. Most reports have the Date Range feature available.
Default Page -The default page setting should be set to whatever the
default (or index) page is in your site's directories. Usually, this will be
'index.html', but on Windows IIS servers, it is often 'Default.htm' or
'index.htm'. This information allows Google Analytics to reconcile log entries
such               as             'http://www.example.com/'                 and
'http://www.example.com/index.html', which are in fact the same page.
Without the Default Page information entered correctly, these would be
reported as two distinct pages. Only a single default page should be
specified.
Directory - A directory is a virtual container for holding computer files. It is
not merely a list of items, as the name would imply, but rather a key
building block of a computer's storage architecture that actually contains
files or other directories.
Domain - A domain is a specific virtual area within the Internet, defined by
the "top level" of the address or URL (Uniform Resource Locator). The top
level is the end of the address; example: "whitehouse.gov". In this example,
the top-level part of the domain is ".gov", indicating a US government
entity. The "whitehouse" part is the second-level domain, indicating where
within the ".gov" domain the information in question is to be found. Other
common top-level domains include ".com", ".net", ".uk", etc.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 21 of 105
Domain Name System - (DNS) An Internet addressing system that uses a
group of names that are listed with dots (.) between them, working from the
most specific to the most general group. In the United States , the top (most
general) domains are network categories such as edu (education), com
(commercial), and gov (government). In other countries, a two-letter
abbreviation for the country is used, such as ca ( Canada ) and au (
Australia ).
Download - To retrieve a file or files from a remote machine to your local
machine.
E
E-commerce - The buying and selling of goods and services, and the
transfer of funds, through digital communications. Buying and selling over
the internet, etc.
Encryption - The process of encoding information so that it is secure from
other Internet users.
End User - The final user of the computer software. The end user is the
individual who uses the product after it has been fully developed and
marketed.
Error - Errors are defined as pages that visitors attempted to view, but that
returned an error message instead. Often these errors occur because of
broken links (links to pages that do not exist anymore) or when an
unauthorized visitor attempts to access restricted pages (for example, if the
visitor does not have a password to access the page).
Error Code - Please see the definition of Status Code .
Exclude - "Exclude" is a filter type available in the Google Analytics Filters
configuration. If an Exclude filter is applied to a Profile, all log file lines (hits)
that match the Exclude string will be discarded prior to the creation of the
corresponding Google Analytics reports.
F
FTP - (File Transfer Protocol) The basic method for copying a file from one
computer to another through the Internet.
File Type - A File Type is a designation, usually in the form of an extension
(such as .gif or .jpeg), given to a file to describe its function or the software
that is required to act upon it. More generally, file types can be grouped into
image file types (such as .gif, .png, .jpeg), text file types (such as .doc or
.txt), and many others.
Filter - A filter is a text string or regular expression that is used to either
exclude certain hits or only include certain hits from a Google Analytics
report. Filters are commonly used to filter out certain content, such as
internal company traffic or javascript libraries, or to set up special reports
for only certain types of content, like a subsection of a web site.
Filter Field - A filter field is the number of the field on which to apply a
filter. In a log file line, or hit, there are several distinct fields, each one

Part 1, eMarketing, Search Engine Marketing: Driving Traffic      Page 22 of 105
holding a different piece of data. To apply a filter to a log file, you must first
identify which field you wish to apply the filter to. This is the filter field.
Filter Name - The Filter Name is intended to be a descriptive title for a
filter. It is used only as an organizational aid, and may contain spaces.
Filter Pattern - A Filter Pattern is the actual text string against which
Google Analytics will attempt to match log file lines. If a match is found, the
log line (or "hit") will be either excluded or included, depending on the Filter
Type. Patterns can be specific text to match or use wildcards as part of a
"regular expression". NOTE: Filter Patterns are case-sensitive, so to filter out
the Googlebot spider, for instance, use "Googlebot", not "googlebot" (do not
use quotes).
Filter Type - A filter must be of one of two filter types, either an Include
(filter in), or Exclude (filter out). If an inclusive filter (Include) is used, only
hits containing the filter string will be represented in the Google Analytics
report. If an exclusive filter (Exclude) is used, no hits containing the filter
string will be represented in the Google Analytics report.
Filter to Apply - The filter to apply is the actual text string to be used to
either filter in or filter out content. The Filter to Apply can be either a plain
text string or a regular expression.
Firewall - A security device placed on a LAN (local area network) to protect
it from Internet intruders. This can be a special kind of hardware router, a
piece of software, or both.
First Time Sessions - The number of times unique visitors came to your
website during a specified time period, not having visited before that period.
These visitors are identified by cookies.
First Time Unique Visitor - The number of Unique Visitors to your website
that had not visited prior to the time frame being analyzed.
Form - In the context of the web, a form is a data-entry mechanism
generally created out of HTML in conjunction with a CGI script. A form is
usually a static HTML page that presents the visitor with blanks, or fields .
Upon entering data into the fields, the form is submitted and a script of
some sort performs some type of action on the data, such as writing it to a
file.
Frame - A rectangular region within the browser window that displays a web
page alongside other pages in other frames.
G
GET Method - The GET method is a way of passing parameters of an HTTP
request from the browser to the server. This method puts the parameters,
usually separated by special characters such as ampersands ("&"), in the
URL itself, which is viewable to the person using the browser. The other
method is POST, which is used when the site does not want to pass the
parameters in the URL. This is desirable when there is a large quantity of
text to send to the server or the information is sensitive. Here is an example
GET request:
Part 1, eMarketing, Search Engine Marketing: Driving Traffic    Page 23 of 105
http://www.google.com/support/urchin/bin/answer.py?
answer=21318&query=UTM&topic=0&type=f
GIF - A graphics file type -- Graphics Interchange Format -- a compressed,
bitmapped format often used on the web because of its good
quality/compression ratio when used on certain image types, particularly
those with large flat areas of color.
Goal Conversion Rate - In the context of Campaign Tracking, the
percentage of sessions on a site that result in a conversion goal being
reached on that site.
Graphic User Interface - (GUI) Pronounced "gooey". A method of
controlling software using on-screen icons, menus, dialog boxes, and objects
that can be moved or resized, usually with a pointing device such as a
mouse.
H

HTML - Hyper Text Markup Language is used to write documents for the
World Wide Web and to specify hypertext links between related objects and
documents.
HTTP - Hyper Text Transfer Protocol is a standard method of transferring
data between a web server and a web browser.
Hardware - A computer and the associated physical equipment directly
involved in the performance of data-processing or communication functions.
Hit - A hit is simply any request to the web server for any type of file. This
can be an HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi
script, and many other file types. An HTML page can account for several
hits: the page itself, each image on the page, and any embedded sound or
video clips. Therefore, the number of hits a website receives is not a valid
popularity gauge, but rather is an indication of server use and loading.
I

IIS - Microsoft Internet Information Server, or IIS as it's commonly called,
is a popular web server software system for Windows operating systems. It
is currently unavailable for other operating systems. For more information,
see http://www.microsoft.com/ .
IP Address - An identifier for a computer or device on a TCP/IP network.
Networks using the TCP/IP protocol route messages based on the IP address
of the destination. The format of an IP address is a numeric address written
as four numbers separated by periods. Each number ranges from 0 to 255.
ISP - Internet Service Provider. A company which provides other companies
or individuals with access to, or presence on, the Internet. Most ISPs are
also Internet Access Providers -- extra services include help with design,
creation and administration of WWW sites, etc.
Impression - A display, on a search engine or other source, of a referral
link or advertisement.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 24 of 105
Include - "Include" is a filter type available in the Google Analytics Filters
configuration. If an Include filter is applied to a Profile, only those log file
lines (hits) that match the Include will be used in the creation of the
corresponding Google Analytics reports.
Initial Session - This is the first Session conducted by a trackable Unique
Visitor during the current Date Range . This value is equal to the total
number of Unique Visitors during the same Date Range (each Unique Visitor
has at least one session). This value is provided in contrast to Repeat
Sessions.
J
Java - An object-oriented programming language invented by Sun
Microsystems. Java is designed to run on any type of computer hardware
through an intermediary layer called a virtual machine, which translates Java
instructions into native code for that particular computer.
JavaScript - Small element of code embedded on web pages and executed
by the browser when the page is viewed by a visitor.
K
Keyword - A keyword is a database index entry that identifies a specific
record or document. Keyword searching is the most common form of text
search on the web. Most search engines do their text query and retrieval
using keywords. Unless the author of the web document specifies the
keywords for her document (this is possible by using meta tags), it's up to
the search engine to determine them. Essentially, this means that search
engines pull out and index words that are believed to be significant. Words
that are mentioned towards the top of a document and words that are
repeated several times throughout the document are more likely to be
deemed important.
L
Last Run - This is the time the task in question last ran, whether
successfully or not. As soon as the same task is run again, this value will
change to the new start time.
Log file - A file created by a web or proxy server which contains all of the
access information regarding the activity on that server. Each line in a log
file generated by web server software is a hit, or request for a file.
Therefore, the number of lines in a log file will be equal to the number of hits
in the file, not counting any field definitions line(s) that may be present.
M
Medium (Campaign Tracking) - In the context of campaign tracking,
medium indicates the means by which a visitor to a site received the link to
that site. Examples of mediums are "organic" and "cost-per-click" in the case
of search engine links, and "email" and "print" in the case of newsletters.
The UTM variable for medium is utm_medium.
Medium is one of the five dimensions of campaign tracking; the other four
dimensions are source, campaign, term, and content.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 25 of 105
Meta Tag - A special HTML tag that provides information about a web page.
Unlike normal HTML tags, meta tags do not affect how the page is displayed.
Instead, they provide information such as who created the page, how often
it is updated, what the page is about, and which keywords represent the
page's content. Many search engines use this information when building
their indices.
Multihome - A multihome, or load balanced, network means distributing
processing and communications activity evenly across a computer network
so that no single device is overwhelmed. Load balancing is especially
important for networks where it's difficult to predict the number of requests
that will be issued to a server. Busy websites typically employ two or more
web servers in a load balancing scheme. If one server starts to get
swamped, requests are forwarded to another server with more capacity.
N
NCSA - NCSA stands for the National Center for Supercomputing
Applications. The NCSA developed several imporant web protocols and
software systems, including the standard logging type used by Apache --
NCSA Extended Combined.
Navigation - Describes the movement of a user through a website or other
application interface. This term also indicates the system of available links
and buttons that the user can use to navigate through the website.
Network - A set of computers connected so that they can communicate and
share information. Most major networks are connected to the global
network-of-networks, called the Internet.
No Referral - The "(no referral)" entry appears in various Referrals reports
in the cases when the visitor to the site got there by typing the URL directly
into the browser window or using a bookmark/favorite. In other words, the
visitor did not click on a link to get to the site, so there was no referral,
technically speaking.
O
OS - (Operating System) Software designed to control the hardware of a
specific data-processing system in order to allow users and application
programs to employ it easily. (MacOS, Windows 95)
Online - A general term referring to anything connected to or conveyed
through a communication network.
Organization - The classification to which a Domain Name belongs. Typical
Suffixes are: .com = Commercial, .org = Organization, .edu = Educational,
.int = International, .gov = Government, .mil = Military, net = Network
P
PDF - Portable Document Format. File format developed by Adobe Systems
to allow for display and printing of formatted documents across platforms
and systems. PDF files can be read on any system equipped with the Acrobat
Reader software, regardless of whether or not your computer has the
software that the document was created in.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 26 of 105
Page - Also known as a web page, a page is defined as a single file
delivered by a web server that contains HTML or similar content. Any file
that is not specifically a GIF, JPEG, PING, JS (javascript), or CSS (style
sheet) is considered a page.
Pageview - A page is defined as any file or content delivered by a web
server that would generally be considered a web document. This includes
HTML pages (.html, .htm, .shtml), script-generated pages (.cgi, .asp, .cfm,
etc.), and plain-text pages. It also includes sound files (.wav, .aiff, etc.),
video files (.mov, etc.), and other non-document files. Only image files
(.jpeg, .gif, .png), javascript (.js) and style sheets (.css) are excluded from
this definition. Each time a file defined as a page is served, a pageview is
registered by Google Analytics.
Password - A password is the word or code used to authenticate a user on
the Google Analytics administration or reporting system, or any other
protected system. It is advisable to use passwords that are difficult to guess,
such as those containing numbers or symbols.
Path - A Path is defined as a series of clicks resulting in distinct pageviews.
A Path cannot contain non-pages, such as image files. Each step in a path
will have a name, such as "index.html".
Pay-per-click - An advertising model in which the sponsor (advertiser) pays
a certain amount to the publisher each time the sponsor's ad is clicked. Also
referred to as cost-per-click.
Platform - A platform is a specific computer hardware and software
operating system combination that represents a specific user's configuration
and method of accessing the Internet. Common platforms include Windows
NT/x86 (Microsoft Windows NT on a standard Intel-type PC), Mac PPC
(Macintosh with Power PC processor), Red Hat Linux 6.1 x86 (Linux on a
standard Intel-type PC).
Post - There are two methods to send HTML form data to a server. GET, the
default, will send the form input in an URL, whereas POST sends it in the
body of the submission. The latter method means you can send larger
amounts of data, and that the URL of the form results doesn't show the
encoded form.
Prior Unique Visitor - A Prior Unique Visitor is defined as a unique visitor
to the website that returned during the specified Date Range after previously
visiting your site, as identified by tracking devices such as cookies.
Profile - A Profile is a set of rules governing the production of a set of
Google Analytics reports from log file data. Generally, there will be one
Profile per domain/URL (e.g., www.googleanalytics.com). However, there
can be any number of Profiles for any one source, as each may have
different rules for exclusion or inclusion of certain log data elements.
Protocol - An established method of exchanging data over the Internet.
Q

Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 27 of 105
Query Token - A query token is a special character in URL that
differentiates the main URL from the specific query. For example, in this
URL:

       http://www.google.com/search?q=analytics

       the query token is the question mark.

R
ROI (Return on Investment) - (Revenue - Cost)/ Cost, expressed as a
percentage.
Referral Errors - A referral error occurs whenever someone clicks on a link
that points to your site but that contains a reference to a non-existent page
or file. This action usually results in a "404 Not Found"-type error.
Referrals - A referral occurs when any hyperlink is clicked on that takes a
web surfer to any page or file in another website; it could be text, an image,
or any other type of link. When a web surfer arrives at your site from
another site, the server records the referral information in the hit log for
every file requested by that surfer. If a search engine was used to obtain the
link, the search engine name and any keywords used are recorded as well.
Referrer - The URL of an HTML page that refers visitors to a site.
Regular Expressions - Regular Expressions are tools defined by the POSIX
specification used to match text strings based on rules invoked by special
characters, such as asterisks ("*"). Regular Expressions are powerful tools
and should be fully understood before use. For more information, please see
the http://standards.ieee.org/
Repeat Session - This is a session for which the visitor could be tracked as
unique and as having been to the site before this session during the current
Date Range .
Report - A report set is a distinct Google Analytics report about one
particular web site, part of a web site, or content group. A report set will
have all of Google Analytics' reporting features dedicated to the analysis of
itself only. Generally, one report set is defined for each web site, though
more than one can be configured.
Returning Sessions - Returning Sessions represents the number of times
unique visitors returned to your website during a specified time period.
Revenue - In versions of Google Analytics that support e-commerce
reporting, the term Revenue is used in place of whichever local currency is
being used, since Google Analytics supports currencies other than the US
dollar. Revenue tabs appear on several reports as a data display option
when appropriate.
Reverse DNS - Name resolution software that looks up an IP address to
obtain a domain name. It performs the opposite function of the DNS server,
which turns names into IP addresses.
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 28 of 105
    S
    Scalable - Quality of an implementation that allows it to grow as the usage
    of the service increases.
    Script - A short computer program written in a simplified programming
    language, such as JavaScript, VBScript, or Perl.
    Search Engine - A Search Engine is a program that searches documents for
    specified keywords and returns a list of the documents where the keywords
    were found, ranked according to relevance (or at least that's the intent).
    Although a search engine is really a general class of programs, the term is
    often used to specifically describe systems like Google and AltaVista that
    enable users to search for documents on the World Wide Web.
    Session - A Session is a defined quantity of visitor interaction with a
    website. The definition will vary depending on how Visitors are tracked.
    Some common visitor tracking methods and corresponding Session
    definitions:

•          IP-based Visitor Tracking: A Session is a series of hits from one visitor
    (as defined by the visitor's IP address) wherein no two hits are separated by
    more than 30 minutes. If there is a gap of 30 minutes or more from this
    visitor, an additional Session is counted.
•          IP+User Agent Visitor Tracking: A Session is a series of hits from one
    visitor (as defined by the visitor's IP address and user-agent, such as
    Netscape 4.72) wherein no two hits are separated by more than 30 minutes.
    If there is a gap of 30 minutes or more from this visitor, an additional
    Session is counted.
•          Unique Visitor Tracking (cookie-based, such as Google Analytics' UTM):
    A Session is a period of interaction between a visitor's browser and a
    particular website, ending upon the closure of the browser window or shut
    down of the browser program.

    Shell Archive - A shell archive is a collection of files that can be unpacked
    by using the Unix Bourne shell command interpreter /bin/sh.
    Site Domains - Site Domains are all the valid domains (URLs) that point to
    a given websites. For example, the Site Domains for google.com are:
    www.google.com, and google.com.
    Software - The programs, routines, and symbolic languages that control the
    functioning of the hardware and direct its operation. Written programs or
    procedures or rules and associated documentation pertaining to the
    operation of a computer system and that are stored in read/write memory.
    Source - Also know as source code. The actual text and commands stored in
    an HTML file (including tags, comments, and scripts) that may not be visible
    when the page is viewed with a web browser.
    Source (Campaign Tracking) - In the context of campaign tracking, a
    source is the origin of a referral. Examples of sources are the Google search
    Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 29 of 105
engine, the AOL search engine, the name of a newsletter, or the name of a
referring web site. The UTM variable for source is utm_source.
Source is one of the five dimensions of campaign tracking; the other four
dimensions are campaign, medium, term, and content.
Status Code - A status code, also known as an error code, is a 3-digit code
number assigned to every request (hit) received by the server. Most valid
hits will have a status code of 200 ("ok"). "Page not found" errors will
generate a 404 error. Some commonly seen codes are in shown below in
bold .
100                                                                 Continue
101                            Switching                            Protocols
200                                                                        OK
201                                                                   Created
202                                                                 Accepted
203                       Non-Authoritative                      Information
204                                No                                 Content
205                               Reset                               Content
206                              Partial                              Content
300                              Multiple                             Choices
301                            Moved                            Permanently
302                            Moved                             Temporarily
303                                 See                                 Other
304                                Not                               Modified
305                                 Use                                 Proxy
400                                Bad                               Request
401                         Authorization                          Required
402                            Payment                              Required
403                                                                Forbidden
404                                 Not                                Found
405                    Method                   Not                   Allowed
406                              Not                              Acceptable
407                Proxy               Authentication               Required
408                            Request                              Time-Out
409                                                                   Conflict
410                                                                      Gone
411                             Length                              Required
412                            Precondition                             Failed
413              Request             Entity             Too             Large
414                   Request-URL                   Too                 Large
415                  Unsupported                   Media                 Type
500                               Server                                Error
501                             Not                            Implemented
502                               Bad                                Gateway
503                     Out                   of                   Resources
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 30 of 105
504                              Gateway                            Time-Out
505 HTTP Version not supported
T
Task - A Task is a log-processing event of any type programmed into the
Scheduler. Tasks can be set to execute at virtually any frequency desired,
but are generally set to run at a daily interval.
Term (Campaign Tracking) - In the context of campaign tracking, term
refers to the keyword(s) that a visitor types into a search engine. The UTM
variable for term is utm_term. Term is one of the five campaign dimensions;
the other four are source, medium, content, and campaign.
Top-Level Domain - A Top-Level Domain (TLD) is the last part of a URL or
domain name. For instance, the TLD of google.com is ".com", and the TLD of
google.co.uk is ".uk".
Total Unique Visitor Sessions - The total number of Sessions from
identified Unique Visitors during the time period ( Date Range ) being
analyzed.
U
URL - Uniform Resource Locator is a means of identifying an exact location
on              the             Internet.            For             example,
http://www.googleanalytics.com/support/platforms.html is the URL that
defines the use of HTTP to access the web page platforms.html in the
/support/ directory on the Google Analytics website. URLs typically have four
parts: protocol type (HTTP), host domain name (www.googleanalytics.com),
directory path (/support/), and file name (platforms.html).
UTM - The UTM is the Google Analytics Traffic Monitor, a system whereby
unique visitors can be accurately tracked using a combination of server and
client-side technology including cookies. Please see the UTM white paper for
more information.
Unique Visitor Session - A Unique Visitor Session is a quantity of visitor
interaction with a website for which the visitor can be tracked and declared
with a high degree of confidence as being unique for the time period being
analyzed.
Unique Visitors - Unique Visitors represents the number of unduplicated
(counted only once) visitors to your website over the course of a specified
time period. A Unique Visitor is determined using cookies.
Untrackable Session - A period of visitor interaction with a website for
which the visitor cannot necessarily be distinguished as unique or not.
User - As it pertains to Google Analytics, a user is defined as a person who
has specific report set access, a username and password. To set up a user in
Google Analytics' administrative system, click on the Access Manager tab at
the top of the screen. Then click "Add" in the Existing Access table on the
right.
User Agent - A user agent is a generic term for any program used for
accessing a website. This includes browsers (such as Internet Explorer or
Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 31 of 105
Netscape), robots and spiders, and any other software program that acts as
an "agent" for a someone or something seeking information from a website.
Username - A Username is name used to gain access to a computer
system. Usernames, and usually passwords, are required in multi-user
systems. In most such systems, users can choose their own usernames and
passwords.
V
View Total - The View Total is the tally of items currently shown in the
report. This total does not include items that are not shown. For example, if
the report in question is showing 10 items out of 45, the View Total number
represents the total for only the 10 items shown. Below the View Total listing
is the Total, which represents the tally of all items in this report for this Date
Range .
Visit - See Session .
Visitor - A Visitor is a construct designed to come as close as possible to
defining the number of actual, distinct people who visited a website. There is
of course no way to know if two people are sharing a computer from the
website's perspective, but a good visitor-tracking system can come close to
the actual number. The most accurate visitor-tracking systems generally
employ cookies to maintain tallies of distinct visitors.
Visitor Session - A Visitor Session is a defined period of interaction
between a Visitor (both unique and untrackable visitor types) and a website.
The definition of a Session varies depending on the type of visitor tracking
employed.
Visitor Sessions - Visitor Sessions represents the number of times
individual users visited your website over the course of a specified time
period. This is a sum of First-time, Returning, and Unknown Sessions.
Visitors Total - Visitors is the number of Total Unique Visitors plus the
number of Untrackable IP-based Visitors, which represents all individual
visitors to your website over the course of a specified time period.
W
W3C - The W3C, or World Wide Web Consortium, is a standards body
dedicated to ensuring interoperability between all the varied system and
network types that comprise the World Wide Web part of the Internet. The
W3C log format is commonly used by several web server software systems,
such as Microsoft IIS. For more information, see the http://www.w3.org/ .
Web Server - This is a vague term whose meaning must be determined by
the context in which it's used. It will mean one of two things: The physical
computer that acts as a server. This is a computer just like any other. It is
called a server because its main function is to deliver web pages. Often there
is nothing particularly special about a server's hardware, it's only a server
because of the software.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic   Page 32 of 105
                       Urchin Reports
                 For Freedom Machines Website
            Date Range: Sun, 9/10/06 – Sat, 9/16/06

                                          Traffic
                                          Sessions Graph
                                          This report shows the trend of recent activity on your website
                                          in terms of Visitor Sessions over time. The default timeframe is
                                          one week, but this can easily be changed in the Date Range
                                          control area.

                                          Calculation Methodology
                                          A 'Session' is defined as a series of clicks on your site by an
                                          individual visitor during a specific period of time. A Session is
                                          initiated when the visitor arrives at your site, and it ends when
                                          the browser is closed or there is a period of inactivity. Sessions
                                          quantities will vary to some degree based on what type of
                                          visitor tracking method is employed. For the most accurate
                                          numbers, the Urchin Traffic Monitor (UTM) should be used.
                                          Pageviews Graph
                                          This report shows the trend of recent activity on your website
                                          in terms of Pageviews over time. The default timeframe is one
                                          week, but this can easily be changed in the Date Range control
                                          area.

                                          Calculation Methodology
                                          A 'Pageview' is defined as a request from a visitor's browser for
                                          a displayable web page, generally an HTML file. Urchin's
                                          configuration controls which file extensions are treated as
                                          Pageviews. In general, images and other embedded content,
                                          such as style sheets and javascript, are not considered to be
                                          Pageviews.


                                          Hits Graph
                                          This report shows the trend of recent activity on your website
                                          in terms of successful Hits over time. The default timeframe is
                                          one week, but this can easily be changed in the Date Range
                                          control area.

                                          Calculation Methodolgy
                                          A 'Hit' is simply a successful request to your web server from a
                                          visitor's browser for any type of file, whether an image, HTML
                                          page, an MP3 file, or any other type. A single web page can
                                          cause many Hits -- one for each image included on the page,
                                          etc.
                                          Bytes Graph
                                          This report shows the trend of recent activity on your website in terms of
                                          Bytes over time. The default timeframe is one week, but this can easily
                                          be changed in the Date Range control area.


                                          Calculation Methodology
                                          Each file requested by a visitor to your website has a certain size
                                          associated with it that is recorded by the webserver. By tabulating the
                                          size of each file, the total volume of traffic can be assessed. Because
                                          Bytes numbers can be very large, data in this graph is abbreviated with

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 33 of 105
                                          terms such as MB for megabytes (~million bytes).

                                                                       Summary
                                          The Summary shows totals and averages for Sessions,
                                          Pageviews, Hits, and Bytes for the currently selected Date
                                          Range. Visitors information is not shown here because it is only
                                          available when UTM visitor tracking is employed.


                                                    Calculation Methodology
                                          •      Session: A series of Hits to your site over a
                                                 specific period of time by one visitor.
                                          •      Pageview: A request to the web server by a visitor's
                                                 browser for any web page; this excludes images,
                                                 javascript, and other generally embedded file types.
                                          •      Hit: Any successful request to a webserver from a visitor's
                                                 browser.
                                          •      Bytes: The quantity of network bandwidth used by the files
                                                 requested during the selected Date Range.

                                                                             Note
                                          Because Bytes numbers can be very large, abbreviations are
                                          used as appropriate, such as MB for megabytes (~millions of
                                          bytes). The average length of Session is displayed as
                                          hours:minutes:seconds.



                            Traffic: Load Balancing
                                              Log Source by Hits
                                              This report shows the amount of traffic in hits processed from each log
                                              source and its percentage of the total.


                                              Notes
                                              To filter (include or exclude) on a certain item, enter its name or part of
                                              it, click the + or - button, and press the enter key. To graph any item
                                              over time, click the corresponding        icon at the right side of the
                                              screen.


                                              Log Source by Bytes
                                              This report shows the amount of traffic in bytes processed from each
                                              log source and its percentage of the total.


                                              Notes
                                              To filter (include or exclude) on a certain item, enter its name or part of
                                              it, click the + or - button, and press the enter key. To graph any item
                                              over time, click the corresponding        icon at the right side of the
                                              screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                              Page 34 of 105
                                  Pages and Files
                                           Requested Pages
                                           This report ranks the popularity of the Pages (HTML files, generally)
                                           visited on your site by number of Pageviews and relative percentage.
                                           Urchin's configuration controls which file extensions are treated as
                                           Pageviews. In general, images and other embedded content, such as
                                           style sheets and javascript, are not considered to be Pageviews.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 35 of 105
                                           Downloads
                                           This report ranks the popularity of all Downloads on your site by
                                           number of Hits (requests) and relative percentage. A Download is
                                           determined by the file extension and Urchin's configuration settings. In
                                           general, Downloads includes archives, executables, PDFs, and other
                                           non-image/non-HTML documents.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           Page Query Terms
                                           This report analyzes all of the parameter names and values that were
                                           used in requests to dynamic content Pages on your website. This
                                           report lists all requested Pages whose URL contained query
                                           parameters (generally after the ? query token). By clicking the arrow
                                           next to each entry, you can drill down and see the variable name of
                                           each name/value pair that came after the query token. By further
                                           drilling down, you can see the values of each variable name.


                                           This report is particularly important for analyzing internal search
                                           engines and other dynamic applications where all of the interesting
                                           information is in the query part of the URL. It can also be used to track
                                           pay-per-click and other advertising campaigns, as it allows you to
                                           verify the traffic you may be paying for. Links from ads can typically be
                                           configured to contain variables even if the landing page is not dynamic.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.
                                           Posted Forms
                                           This report shows a list of the top Forms used on your site. The list
                                           shows each form handler used (such as a CGI script). Only form
                                           handlers that use the POST method are listed - those using the GET
                                           method are not listed in this report, but are listed in the Page Query
                                           Terms report.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 36 of 105
                                           screen.
                                           Status and Errors
                                           This report shows the status code of each response from the server to
                                           a hit (file request). To drill down to the file level of any error code (300-
                                           500 series codes), click the arrow next to any entry. This report is
                                           essential for determining where problems exist in your site, particularly
                                           404 (not found) errors.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding       icon at the right side of the
                                           screen.




                          Pages and Files: All Files
                                           All Files by Hits
                                           This report ranks the popularity of all files on your site by number of
                                           Hits (requests) and relative percentage. This chart includes web
                                           pages, downloads, images and all other requested files.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding       icon at the right side of the
                                           screen.




                                           All Files by Bytes
                                           This report ranks the popularity of all files on your site based upon
                                           bytes transferred and relative percentage of total bytes transferred.
                                           This chart includes web pages, downloads, images and all other
                                           requested files.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding       icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                           Page 37 of 105
                 Pages and Files: Directory Drilldown
                                           Directory by Pages Drilldown
                                           This report lists each Directory and Page that was accessed on your
                                           site during the currently selected Date Range. By clicking on any folder
                                           icon, you can drill-down to subdirectories and eventually the actual
                                           Pages themselves. Page names are linked, and can be clicked on to
                                           view the Page in question (in a new browser window).


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           Directory by Files Drilldown
                                           This report lists each Directory and File that was accessed on your site
                                           during the currently selected Date Range. By clicking on any folder
                                           icon, you can drill-down to subdirectories and eventually the actual
                                           Files themselves. File names are linked, and can be clicked on to view
                                           the item in question.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           Directory by Bytes Drilldown
                                           This report lists each directory and file that was accessed on your site
                                           and the amount of Bytes transferred (bandwidth) consumed by delivery
                                           of that directory or file during the currently selected Date Range. By
                                           clicking on any folder icon, you can drill-down to subdirectories and
                                           eventually the actual files themselves. File names are linked, and can
                                           be clicked on to view the item in question.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 38 of 105
                             Pages and Files: File Types
                                           File Types by Hits
                                           This report shows the types of files, based on their extensions, that
                                           were accessed on your site, such as GIF images, HTML files, or CGI
                                           scripts, ranked by Hits (requests). This report is important for
                                           determining which parts of your site are responsible for the bulk of
                                           your server resource usage.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           File Types by Bytes
                                           This report shows the types of files that were accessed on your site,
                                           such as GIF images, HTML files, or CGI scripts, ranked by Bytes
                                           (bandwidth). This report is important for determining which parts of
                                           your site are responsible for the bulk of your network usage.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 39 of 105
                                       Navigation
                                           Entrance Pages
                                           This report shows the first Page viewed for each Session in the
                                           currently selected Date Range. This is where Visitors entered your
                                           website. Urchin's configuration controls which file extensions are
                                           treated as Pageviews. In general, images and other embedded
                                           content, such as style sheets and javascript, are not considered to be
                                           Pageviews. Clicking on any Page name will bring it up in a separate
                                           browser window.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.

                                           Exit Pages
                                           This report lists the last Page visited in each Session by your site's
                                           visitors over the currently selected Date Range. Urchin's configuration
                                           controls which file extensions are treated as Pageviews. In general,
                                           images and other embedded content, such as style sheets and
                                           javascript, are not considered to be Pageviews. Clicking on any Page
                                           name will bring it up in a separate browser window.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.



                                           Bounce Rate
                                           This report lists the pages on which visitors
                                           entered and then exited without viewing any
                                           other pages on the site (Bounce Pages).

                                                •    Bounces is the number of times visitors exited from
                                                     the page without visiting any other pages on the site.
                                                •    Entrances is the total number of entrances on the
                                                     page.
                                                •    Bounce Rate is the percentage of entrances on the
                                                     page that resulted in exits without viewing any other
                                                     page on the site. It is calculated as Bounces divided by
                                                     Entrances.



                                           Notes


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 40 of 105
                                           To filter (include or exclude) on a certain item,
                                           enter its name or part of it, click the + or -
                                           button, and press the enter key. To graph any
                                           item over time, click the corresponding icon at
                                           the right side of the screen. If available, the
                                           icon at the right side of the screen, allows you
                                           to see a complete results snapshot for each
                                           entry.

                                           Click Paths
                                           This report shows the most popular paths traveled by your site's
                                           visitors starting with their Entrance Page. Each entry lists one or more
                                           Pages in the order they were viewed separated by arrows. This report
                                           is compiled for all Sessions during the current Date Range. Because
                                           Path data can get very large, by default Urchin only stores 3 levels of
                                           Paths (3 Pages). To change this behavior, it is necessary to log-in to
                                           the Urchin administrative system and adjust the Path Level setting
                                           under the Reporting tab for the Profile in question.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.
                                           Click To and From
                                           This report shows the click through percentage for each Page in the
                                           site. That is, for each Page, the report will show how visitors got to
                                           that Page and where they went after viewing that Page.


                                           Use the initial screen to locate the Page you want to analyze. Click on
                                           the folder icon to drill down into any particular directory, or use the
                                           Filter option on the top of the report to locate the Page you wish to
                                           analyze. Once you find the Page you want to analyze, click the
                                           button to open the To/From analysis window.


                                           The To/From analysis windows has two sections. The top section
                                           shows Previous Pages, the Page visited just before the Page being
                                           analyzed. The bottom section shows Next Pages, the Page visited just
                                           after the Page being analyzed.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 41 of 105
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.
                                           Length of Pageview
                                           This report shows the Pages on your site by the average time spent
                                           on each Page for all Sessions during the currently selected Date
                                           Range. Use the Filter option at the top or the Next button at the
                                           bottom to find a particular page. The average time spent on the page
                                           is shown in hours:minutes:seconds. Clicking on any Page name will
                                           open it in a separate browser window.


                                           Calculation Methodology
                                           In order to determine how long someone spent on a particular Page,
                                           Urchin compares the timestamp of that Page with the timestamp of the
                                           next Page in the Path, and uses the difference. This only works for
                                           Pages that were not the Exit Page. The report keeps track of the total
                                           time spent on a Page and computes the average by dividing by the
                                           number of non-Exit Pageviews for that Page.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.
                                           Depth of Session
                                           This histogram report shows how many Pageviews Visitors are seeing
                                           within a Session. For each Session during the current Date Range,
                                           the number of Pageviews for the Session is used to increment one of
                                           the entries in the report. For example, if a Visitor clicks and sees 5
                                           Pageviews in a particular Session, then the '5 Pages' data point is
                                           incremented by one for that Session. All Sessions comprising 20
                                           pages or more are grouped under the '20+ pages' element.


                                           Note
                                           Urchin's configuration controls which file extensions are treated as
                                           Pageviews. In general, images and other embedded content, such as
                                           style sheets and javascript, are not considered to be Pageviews.
                                           Length of Session
                                           This histogram report shows how much time Visitors are spending on
                                           your site. For each session, the duration is calculated and the
                                           appropriate data point is incremented. For example, if a particular
                                           Visitor spent 45 seconds on your site during a Session, then the '31-
                                           60 sec' data point is incremented by one for that Session.


                                           Calculation Methodology
                                           The duration of a Session is calculated as the difference between the

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 42 of 105
                                           load time of the first Pageview and the load time of the last Pageview
                                           in the Session. Sessions with only one Pageview are considered to be
                                           0-10 seconds. It should be noted that Visitors may spend more time
                                           looking at the last Pageview of a Session, but that only the load time is
                                           recorded.



                                         Referrals
                                           Referrals
                                           This report ranks referring URLs (external web pages) that brought
                                           traffic to your site. For Sessions without an external referral, which
                                           occurs when a Visitor goes directly to your site via a bookmark/favorite
                                           or by typing in the URL directly, the (no referral) entry is incremented.
                                           This allows you to compare the percentage of traffic from external links
                                           versus Visitors that already know about your site. Click any referring
                                           page to view it in a new browser window.


                                           Calculation Methodology
                                           Each session is scanned for an external referral, which is determined
                                           using the domains list in the configuration for this site. If an external
                                           referral is found, then the base-URL of the referral is entered and
                                           incremented. The base-URL does not include query parameters (after
                                           the ? query token) which would cause extreme granularity. If no
                                           external referral is detected then '(no referral)' is incremented.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding        icon at the right side of the
                                           screen.
                                           Referral Drilldown
                                           The Referral Drilldown report lists the top domains that brought visitors
                                           to your site. Click the arrow next to any entry to show the pages that
                                           contained the links to your site. For Sessions without an external
                                           referral, which occurs when a Visitor goes directly to your site via a
                                           bookmark/favorite or by typing the URL, the (no referral) entry is
                                           incremented. This allows you to compare the percentage of traffic from
                                           external links versus Visitors that already know about your site.


                                           Calculation Methodology
                                           Each session is scanned for an external referral, which is determined
                                           using the domains list in the configuration for this site. If an external
                                           referral is found, then the domain and base-URL of the referral is
                                           entered and incremented. The base-URL does not include query
                                           parameters (after the ? query token) which would cause extreme
                                           granularity. If no external referral is detected then '(no referral)' is


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                           Page 43 of 105
                                           incremented.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding       icon at the right side of the
                                           screen.
                                           Search Terms
                                           This report lists the actual keywords/phrases people typed into search
                                           engines to find your site. Entries are ranked by the number of
                                           Sessions each was responsible for. To list all phrases with a particular
                                           word, enter the word in the Filter at the top and press Enter. The Total
                                           at the bottom of the report will now represent the total number of
                                           search phrases that contain that word.


                                           Calculation Methodology
                                           Each session is scanned for an external referral, which is determined
                                           using the domains list in the configuration for this site. If an external
                                           referral is found, then the query of the referral is scanned for search
                                           variables. If a search variable and term is found, then the term is
                                           entered and incremented. The list of search variables can be
                                           controlled in Urchin's configuration.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding       icon at the right side of the
                                           screen.
                                           Search Engines
                                           This report lists each Search Engine that referred traffic to your site
                                           using a keyword search. By clicking on the arrow next to each entry,
                                           you can see the actual Search Terms people typed in. Entries are
                                           ranked by the number of Sessions each Search Engine was
                                           responsible for.


                                           Calculation Methodology
                                           Each session is scanned for an external referral, which is determined
                                           using the domains list in the configuration for this site. If an external
                                           referral is found, then the query of the referral is scanned for search
                                           variables. If a search variable and term is found, then the search
                                           domain and term are entered and incremented. The list of search
                                           variables can be controlled in Urchin's configuration.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 44 of 105
                                           over time, click the corresponding      icon at the right side of the
                                           screen.
                                           Referral Errors
                                           This report lists each error code and the item that was requested by
                                           Hits over the current Date Range.This report is designed to inform you
                                           about 'bad' links from other sites to yours -- these are often caused
                                           when a page is re-named or deleted from your site. Click on the arrow
                                           next to each entry to see all the referring sites that contain the Referral
                                           Error (bad link).


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                   Domains & Users
                                           Domains
                                           This report shows you what networks your site visitors came from,
                                           ranked by Sessions. Urchin can resolve most networks, but some will
                                           always be unresolved, meaning the network could not be identified. It
                                           is common to get about 50-80% resolution. Domains with country
                                           codes will be shown with 3 levels; other domains, such as '.com', will
                                           be shown with 2 levels. The (no entry) listing is a catchall category for
                                           Sessions with unresolvable Domains.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 45 of 105
                                           Domain Drilldown
                                           This report lists the top-level domains, such as .com and .net, that your
                                           site's visitors came from, ranked by Sessions. By clicking the arrow
                                           next to each entry, you can see the actual networks (second and third
                                           level domains) under each top-level domain. Urchin can resolve most
                                           networks, but some will always be unresolved, meaning the network
                                           could not be identified. The (no entry) term includes all unresolved IP
                                           addresses. This will often be the first or second item in the chart.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.

                                           Countries
                                           This Report lists top level domains with an emphasis on political
                                           affiliation, ranked by Sessions. Since the bulk of web traffic is from net,
                                           com, and org domains (mostly US-based), they are included. The rest
                                           will mostly be actual country codes, which in most cases are reliable
                                           indicators of the origin of the traffic (though some sell domains to
                                           anyone). The (no entry) term includes all unresolved IP addresses.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.


                                           IP Addresses
                                           This report lists the individual IP addresses used by visitors to your
                                           site. The list is ranked according to the number of Sessions from each
                                           IP. IP addresses may represent individual users, but generally are
                                           gateways to large corporate or ISP networks.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 46 of 105
                                           IP Drilldown
                                           This report lists the IP addresses associated with visitors to your site
                                           broken down into classes (A, B, C, or D). The list is ranked according
                                           to the number of Sessions from each class A IP. By clicking the arrow
                                           next to any entry, you get all the class B IP information. These are
                                           further broken down into C and D classes.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                           Domains & Users: Usernames
                                          Usernames by Hits
                                          This report lists the top Usernames that were used during user
                                          authentication as required by your site, ranked by the number of hits. If
                                          your site does not require a password, no Usernames will be listed.
                                          Only users authenticated by methods that record the Usernames in the
                                          log file will be reported on; an example is the '.htaccess' method, which
                                          is built-in to Apache.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the
                                          screen.
                                          Usernames by Bytes
                                          This report lists the top Usernames that were used during user
                                          authentication as required by your site, ranked by the quantity of
                                          network traffic in Bytes each was responsible for. If your site does not
                                          require a password, no Usernames will be listed. Only users
                                          authenticated by methods that record the Usernames in the log file will
                                          be reported on; an example is the '.htaccess' method, which is built-in to
                                          Apache.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the
                                          screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 47 of 105
                                          Usernames by Sessions
                                          This report lists the top Usernames that were used during user
                                          authentication as required by your site, ranked by the number of
                                          Sessions each was responsible for. If your site does not require a
                                          password, no Usernames will be listed. Only users authenticated by
                                          methods that record the Usernames in the log file will be reported on; an
                                          example is the '.htaccess' method, which is built-in to Apache.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the
                                          screen.



                           Browsers & Robots: Browsers
                                           Browsers by Sessions Drilldown
                                           This report lists the top Browsers, such as Netscape Navigator and
                                           Microsoft Internet Explorer, that people used to view your site, ranked
                                           by Sessions conducted with that particular Browser. To see the version
                                           numbers of any browser used, click the arrow next to any entry.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           Browsers by Hits Drilldown
                                           The Browsers by Hits Drilldown report lists the top Browsers, such as
                                           Netscape Navigator and Microsoft Internet Explorer, that people used
                                           to view your site, ranked by Hits. To see the version numbers of any
                                           browser used, click the arrow next to any entry.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 48 of 105
                                           Browsers by Bytes Drilldown
                                           This report lists the top Browsers, such as Netscape Navigator and
                                           Microsoft Internet Explorer, that people used to view your site, ranked
                                           by the quantity of network traffic (Bytes) that particular Browser was
                                           responsible for. To see the version numbers of any browser used, click
                                           the arrow next to any entry.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                            Browsers & Robots: Platforms
                                          Platforms by Sessions Drilldown
                                          This report lists the top computer operating systems, such as Windows,
                                          Macintosh, or Linux, that people used when visiting your site, ranked by
                                          number of Sessions each was used for. By clicking on the arrow next to
                                          each entry, you can see the versions of each platform used, such as
                                          Windows 98 or Macintosh PPC.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the screen.



                                          Platforms by Hits Drilldown
                                          This report lists the top computer operating systems, such as Windows,
                                          Macintosh, or Linux, that people used when visiting your site, ranked by
                                          Hits (requests). By clicking on the arrow next to each entry, you can see
                                          the versions of each platform used, such as Windows 98 or Macintosh
                                          PPC.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 49 of 105
                                          Platforms by Bytes Drilldown
                                          This report lists the top computer operating systems, such as Windows,
                                          Macintosh, or Linux, that people used when visiting your site, ranked by
                                          quantity of network traffic (Bytes) each was responsible for. By clicking
                                          on the arrow next to each entry, you can see the versions of each
                                          platform used, such as Windows 98 or Macintosh PPC.


                                          Notes
                                          To filter (include or exclude) on a certain item, enter its name or part of
                                          it, click the + or - button, and press the enter key. To graph any item
                                          over time, click the corresponding      icon at the right side of the screen.




                             Browsers & Robots: Combos
                                           Combos by Sessions
                                           This report combines the Browser and Platform reports and produces a
                                           list of the most common computer setups used to view your site, such
                                           as 'Internet Explorer 6.0 | Windows XP'. Browsers are grouped by
                                           minor release number, that is, 6.0 and 6.1 would be different entries.
                                           Due to the way log data is recorded, Macintosh computers are only
                                           shown in terms of processor type, either 68k (old) or PPC (new).


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.


                                           Combos by Hits
                                           This report combines the Browser and Platform reports and produces a
                                           list of the most common computer setups used to view your site, such
                                           as 'Internet Explorer 6.0 | Windows XP'. Browsers are grouped by
                                           minor release number, that is, 6.0 and 6.1 would be different entries.
                                           Due to the way log data is recorded, Macintosh computers are only
                                           shown in terms of processor type, either 68k (old) or PPC (new).


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 50 of 105
                                           Combos by Bytes
                                           This report combines the Browser and Platform reports and produces a
                                           list of the most common computer setups used to view your site, such
                                           as 'Internet Explorer 6.0 | Windows XP'. Browsers are grouped by
                                           minor release number, that is, 6.0 and 6.1 would be different entries.
                                           Due to the way log data is recorded, Macintosh computers are only
                                           shown in terms of processor type, either 68k (old) or PPC (new).


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                              Browsers & Robots: Robots
                                           Robots by Hits Drilldown
                                           This report lists the Robots and Spiders that visited your site, ranked
                                           by Hits (requests). This report does not include Browsers, such as
                                           Internet Explorer. By clicking the arrow next to any entry, you can see
                                           its specific version information.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




                                           Robots by Bytes Drilldown
                                           This report lists the Robots and Spiders that visited your site, ranked
                                           by Bytes (network traffic). This report does not include Browsers, such
                                           as Internet Explorer. By clicking the arrow next to any entry, you can
                                           see its specific version information.


                                           Notes
                                           To filter (include or exclude) on a certain item, enter its name or part of
                                           it, click the + or - button, and press the enter key. To graph any item
                                           over time, click the corresponding      icon at the right side of the
                                           screen.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 51 of 105
       Google Analytics Reports
                 For Freedom Machines Website
            Date Range: Sun, 9/10/06 – Sat, 9/16/06
                                   Executive Overview
                                                        Visitor Summary


                                                        The four graphics in this report provide a quick
                                                        snapshot of visits to your site. Shown are:


                                                               •    the total number of visits and
                                                                    pageviews your site received, the
                                                                    average number of pageviews per
                                                                    visit (P/V), and the number of visits
                                                                    and pageviews over time. Averages
                                                                    are calculated over the entire
                                                                    selected date range including dates
                                                                    not yet elapsed when applicable.
                                                               •    the number of first-time visits and
                                                                    returning visits
                                                               •    the cities from which the most
                                                                    visitors come to your site
                                                               •    your top referral sources.


                                                        Conversion Summary


                                                        Have my visits and conversion rates increased or
                                                        decreased? This report shows whether the total
                                                        number of visits, the number of conversions for
                                                        each goal, and the conversion rates for each goal
                                                        have increased or decreased from a previous date
                                                        range to the current date range. Define your starting
                                                        (earliest) date range on the lower calendar; define
                                                        your current or ending date range on the upper
                                                        calendar.


                                                               •    The first column (Visits) shows the
                                                                    total number of visits and the total
                                                                    number of conversions for each goal
                                                                    during the current date range
                                                                    (upper calendar). The green or red
                                                                    arrows and % numbers indicate the
                                                                    percentage increase or decrease in
                                                                    number of conversions, respectively,
                                                                    from the previous date range (lower
                                                                    calendar).
                                                               •    The second column (Conv. Rate)
                                                                    shows the conversion rates for each
                                                                    goal for the current date range
                                                                    (upper calendar). The green or red
                                                                    arrows and % numbers indicate the
                                                                    percentage increase or decrease in

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 52 of 105
                                                                     the conversion rate from the earlier
                                                                     date range.


                                                        By monitoring the changes in conversion rates for
                                                        your primary goals, you can monitor the overall
                                                        effectiveness of website changes, marketing roll-
                                                        outs, and other events.
                                                        Conv. Rate is number of goal conversions divided
                                                        by visits.


                                                        Marketing Summary


                                                        Have my marketing efforts become more or less
                                                        effective? This report shows the increase or
                                                        decrease in visits and conversion rates associated
                                                        with your top five sources (such as search engines
                                                        and referral sites), top five keywords, and top five
                                                        campaigns. Define your starting (earliest) date
                                                        range on the lower calendar; define your current or
                                                        ending date range on the upper calendar.


                                                               •     The first column (Visits) shows the
                                                                     total number of visits referred by
                                                                     particular source, keyword, or
                                                                     campaign during the current date
                                                                     range (upper calendar). The green
                                                                     or red arrows and % numbers
                                                                     indicate the percentage increase or
                                                                     decrease in number of visits,
                                                                     respectively, from the previous date
                                                                     range (lower calendar).
                                                               •     Subsequent columns show the
                                                                     conversion rates for each goal for
                                                                     the current date range (upper
                                                                     calendar). The green or red arrows
                                                                     and % numbers indicate the
                                                                     percentage increase or decrease in
                                                                     the conversion rate from the earlier
                                                                     date range.


                                                        A (direct) source indicates visitors that typed your
                                                        site URL directly into their browser.
                                                        A campaign in parenthesis represents one of the
                                                        following special cases:


                                                               •     (organic) indicates visitors referred
                                                                     by an unpaid search engine listing.
                                                               •     (referral) indicates visitors referred
                                                                     by links which were not tagged with
                                                                     any campaign variables.
                                                               •     (not set) indicates visitors referred
                                                                     by links which were tagged with
                                                                     campaign variables but for which
                                                                     the campaign variable was not set.


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                   Page 53 of 105
                                                               •    (direct) indicates visitors who typed
                                                                    the URL directly into the browser.


                                                        G/Visit is the conversion rate for the goal and is
                                                        conversions divided by visits.
                                                        Content Summary


                                                        Has my content become more or less effective at
                                                        retaining visitors? This report shows whether site
                                                        entrances, bounce rates, exits, and pageviews have
                                                        increased or decreased from a previous date range
                                                        to the current date range. Define your starting
                                                        (earliest) date range on the lower calendar; define
                                                        your current or ending date range on the upper
                                                        calendar.


                                                               •    The first column
                                                                    (Entrances/Exits/Visits) shows the
                                                                    total number of entrances, exits,
                                                                    and visits for your top five entrance
                                                                    pages, exit pages, and visited
                                                                    pages, respectively, during the
                                                                    current date range (upper calendar).
                                                                    The green or red arrows and %
                                                                    numbers indicate the percentage
                                                                    increase or decrease from the
                                                                    previous date range (lower
                                                                    calendar).
                                                               •    The second column
                                                                    (Bounces/Pageviews/Pageviews)
                                                                    shows the number of immediate
                                                                    exits (bounces) from your top five
                                                                    entrance pages, and the number of
                                                                    times your top exit pages and most
                                                                    visited pages were viewed during
                                                                    the current date range (upper
                                                                    calendar). The green or red arrows
                                                                    and % numbers indicate the
                                                                    percentage increase or decrease
                                                                    from the previous date range.
                                                               •    The third column (Bounce
                                                                    Rate/%Exit/Avg Time) shows the
                                                                    bounce rate, the exit rate, and the
                                                                    average visit time for your top five
                                                                    entrance pages, exit pages, and
                                                                    visited pages, respectively, during
                                                                    the current date range. The green or
                                                                    red arrows and % numbers indicate
                                                                    the percentage increase or decrease
                                                                    from the previous date range (lower
                                                                    calendar).


                                                        Bounces is the number of times visitors exited from
                                                        the entrance page without visiting any other pages
                                                        on your site. Bounce Rate is Bounces divided by
                                                        Entrances.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 54 of 105
                                                        Site Overlay


                                                        This screen allows you to navigate your site while
                                                        viewing traffic and conversion data for each link.
                                                        The exit rate for the page is shown above your site's
                                                        overlay on the upper right corner. The blue and
                                                        green bars are graphic indicators of clicks and
                                                        quality, respectively, for each link on the page. Click
                                                        on any set of blue and green bars to view metrics
                                                        for that link:


                                                               •    Clicks: the number of clicks
                                                               •    Clicks %: the percentage of all page
                                                                    clicks for the time range selected
                                                               •    G/Clicks: the conversion rates for
                                                                    each goal you have defined
                                                               •    Avg. Score: links with the highest
                                                                    average score are those links most
                                                                    commonly visited prior to high-value
                                                                    conversions during a visit.


                                                        Click on any link to navigate to that page.
                                                        The Site Overlay tool will not work with all browsers
                                                        or websites. If you're experiencing issues with this
                                                        report, please read our technical requirements
                                                        article in the Analytics Help Center.




                                   Marketer Overview
                                                                   Visitor Summary
                                                         The four graphics in this report provide a quick
                                                         snapshot of visits to your site. Shown are:


                                                               •     the total number of visits and
                                                                     pageviews your site received, the
                                                                     average number of pageviews per
                                                                     visit (P/V), and the number of visits
                                                                     and pageviews over time. Averages
                                                                     are calculated over the entire
                                                                     selected date range including dates
                                                                     not yet elapsed when applicable.
                                                               •     the number of first-time visits and
                                                                     returning visits
                                                               •     the cities from which the most
                                                                     visitors come to your site
                                                               •     your top referral sources.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 55 of 105
                                                         Marketing Summary


                                                         Have my marketing efforts become more or less
                                                         effective? This report shows the increase or
                                                         decrease in visits and conversion rates associated
                                                         with your top five sources (such as search engines
                                                         and referral sites), top five keywords, and top five
                                                         campaigns. Define your starting (earliest) date
                                                         range on the lower calendar; define your current or
                                                         ending date range on the upper calendar.


                                                               •   The first column (Visits) shows the
                                                                   total number of visits referred by
                                                                   particular source, keyword, or
                                                                   campaign during the current date
                                                                   range (upper calendar). The green
                                                                   or red arrows and % numbers
                                                                   indicate the percentage increase or
                                                                   decrease in number of visits,
                                                                   respectively, from the previous
                                                                   date range (lower calendar).
                                                               •   Subsequent columns show the
                                                                   conversion rates for each goal for
                                                                   the current date range (upper
                                                                   calendar). The green or red arrows
                                                                   and % numbers indicate the
                                                                   percentage increase or decrease in
                                                                   the conversion rate from the earlier
                                                                   date range.


                                                         A (direct) source indicates visitors that typed your
                                                         site URL directly into their browser.
                                                         A campaign in parenthesis represents one of the
                                                         following special cases:


                                                               •   (organic) indicates visitors referred
                                                                   by an unpaid search engine listing.
                                                               •   (referral) indicates visitors referred
                                                                   by links which were not tagged
                                                                   with any campaign variables.
                                                               •   (not set) indicates visitors referred
                                                                   by links which were tagged with
                                                                   campaign variables but for which
                                                                   the campaign variable was not set.
                                                               •   (direct) indicates visitors who typed
                                                                   the URL directly into the browser.


                                                         G/Visit is the conversion rate for the goal and is
                                                         conversions divided by visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 56 of 105
                                                         All CPC Analysis


                                                         Which cost-per-click programs and keywords drive
                                                         the highest quality traffic? Advertising programs
                                                         are broken down based on the Source and
                                                         Medium values present in your tagged links. Use
                                                         the plus symbol to the right of any Source[Medium]
                                                         entry to drill down to individual keywords.


                                                         Use the Analysis Options button and the Date
                                                         Range calendar to access advanced functionality
                                                         (learn more).


                                                         Definitions:


                                                               •     Impressions is the number of
                                                                     times an ad was shown
                                                               •     Clicks is the number of times an
                                                                     ad was clicked
                                                               •     Trans is the number of
                                                                     transactions that occurred after a
                                                                     referral from this Source[Medium]
                                                                     or keyword. Goals must be enabled
                                                                     to calculate this data
                                                               •     Cost is the total amount paid for
                                                                     these clicks
                                                               •     Revenue is the total revenue, as
                                                                     calculated by the number of
                                                                     transactions and the goal value for
                                                                     each


                                                         CPC vs Organic Conversion


                                                         How does paid search compare with organic
                                                         search in driving high quality traffic to my site? This
                                                         report compares paid and organic referrals with
                                                         respect to number of visits, pageviews per visit,
                                                         conversion rates, and average visit value.


                                                         Click the plus next to any entry to drill down and
                                                         compare keywords within any search engine.


                                                         Click the       button at the far left of any entry to
                                                         view the data over time, to view to-date lifetime
                                                         value, or to cross-segment this data.


                                                         To compare two date ranges, click the            icon on
                                                         the Date Range title bar.


                                                         Visits is the number of visits referred by each

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 57 of 105
                                                         source. P/Visit is pageviews divided by number of
                                                         visits. G/Visit is number of goal conversions
                                                         divided by number of visits. T/Visits is number of e-
                                                         commerce transactions divided by number of
                                                         visits. $/Visit is revenue (from e-commerce) or goal
                                                         value divided by number of visits.
                                                         Overall Keyword Conversion


                                                         Which keywords drive the highest quality traffic?
                                                         This report shows number of visits, pageviews per
                                                         visit, conversion rates, and average value per visit
                                                         for paid and organic keywords.


                                                         Click the plus next to any keyword to drill down
                                                         and compare search engines and paid versus
                                                         organic within a keyword.


                                                         Click the    button at the far left of any entry to
                                                         view the data over time, to view to-date lifetime
                                                         value, or to cross-segment this data.


                                                         To compare two date ranges, click the         on the
                                                         Date Range title bar.


                                                         Visits is the number of visits referred by each
                                                         keyword. P/Visit is pageviews divided by number
                                                         of visits. G/Visit is number of goal conversions
                                                         divided by number of visits. T/Visits is number of e-
                                                         commerce transactions divided by number of
                                                         visits. $/Visit is revenue (from e-commerce) or goal
                                                         value divided by number of visits.
                                                         Keyword Considerations


                                                         How well do other keywords perform? This report
                                                         shows the top performing organic keywords. Each
                                                         keyword's performance is shown in terms of
                                                         number of visits, pageviews per visit, conversion
                                                         rates, transactions per visit, and average visit
                                                         value.


                                                         Visits is the number of visits referred by the
                                                         keyword from organic search. P/Visit is pageviews
                                                         divided by number of visits, G/Visit is number of
                                                         goal conversions divided by number of visits.
                                                         T/Visits is number of e-commerce transactions
                                                         divided by number of visits. $/Visit is revenue (from

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 58 of 105
                                                         e-commerce) or goal value divided by number of
                                                         visits.
                                                         Campaign Conversion


                                                         Which campaigns result in the highest quality
                                                         traffic? This report lists all of your marketing
                                                         campaigns (i.e. any campaign which you have
                                                         specified in a referral link) with respect to number
                                                         of visits, pageviews per visit, conversion rates, and
                                                         average visit value.


                                                         Click the plus next to any campaign to drill down
                                                         and compare the performance of the sources
                                                         (such as Google sponsored links and newsletters)
                                                         within a campaign.

                                                         Click the     button at the far left of any entry to
                                                         view the data over time, to view to-date lifetime
                                                         value, or to cross-segment this data.


                                                         To compare two date ranges, click the          icon on
                                                         the Date Range title bar.


                                                         A campaign in parenthesis represents one of the
                                                         following special cases:


                                                               •     (organic) indicates visitors referred
                                                                     by an unpaid search engine listing.
                                                               •     (referral) indicates visitors referred
                                                                     by links which were not tagged
                                                                     with any campaign variables.
                                                               •     (not set) indicates visitors referred
                                                                     by links which were tagged but for
                                                                     which the campaign variable was
                                                                     not set.
                                                               •     (direct) indicates visitors who typed
                                                                     the URL directly into the browser.


                                                         Within each campaign, on the drilldown report,
                                                         each source is qualified by the medium, in
                                                         brackets, such as [referral]. Each medium is either
                                                         one of the mediums with which you tagged referral
                                                         links or one of the following special cases:


                                                               •     [organic] indicates visitors referred
                                                                     by an unpaid search engine listing.
                                                               •     [referral] indicates visitors referred
                                                                     by links which were not tagged
                                                                     with any campaign variables.
                                                               •     [(not set)] indicates visitors
                                                                     referred by links which were tagged

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                    Page 59 of 105
                                                                      with campaign variables but for
                                                                      which the medium variable was not
                                                                      set.
                                                               •      (direct)[(none)] indicates visitors
                                                                      who visited the site by typing the
                                                                      URL directly into the browser.


                                                         Visits is the number of visits referred by each
                                                         campaign. P/Visit is pageviews divided by number
                                                         of visits. G/Visit is number of goal conversions
                                                         divided by number of visits. T/Visits is number of e-
                                                         commerce transactions divided by number of
                                                         visits. $/Visit is revenue (from e-commerce) or goal
                                                         value divided by number of visits.
                                                         Conversion Summary


                                                         Have my visits and conversion rates increased or
                                                         decreased? This report shows whether the total
                                                         number of visits, the number of conversions for
                                                         each goal, and the conversion rates for each goal
                                                         have increased or decreased from a previous date
                                                         range to the current date range. Define your
                                                         starting (earliest) date range on the lower calendar;
                                                         define your current or ending date range on the
                                                         upper calendar.


                                                               •      The first column (Visits) shows the
                                                                      total number of visits and the total
                                                                      number of conversions for each
                                                                      goal during the current date range
                                                                      (upper calendar). The green or red
                                                                      arrows and % numbers indicate the
                                                                      percentage increase or decrease in
                                                                      number of conversions,
                                                                      respectively, from the previous
                                                                      date range (lower calendar).
                                                               •      The second column (Conv. Rate)
                                                                      shows the conversion rates for
                                                                      each goal for the current date
                                                                      range (upper calendar). The green
                                                                      or red arrows and % numbers
                                                                      indicate the percentage increase or
                                                                      decrease in the conversion rate
                                                                      from the earlier date range.


                                                         By monitoring the changes in conversion rates for
                                                         your primary goals, you can monitor the overall
                                                         effectiveness of website changes, marketing roll-
                                                         outs, and other events.
                                                         Conv. Rate is number of goal conversions divided
                                                         by visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                   Page 60 of 105
                                                         Site Overlay


                                                         This screen allows you to navigate your site while
                                                         viewing traffic and conversion data for each link.
                                                         The exit rate for the page is shown above your
                                                         site's overlay on the upper right corner. The blue
                                                         and green bars are graphic indicators of clicks and
                                                         quality, respectively, for each link on the page.
                                                         Click on any set of blue and green bars to view
                                                         metrics for that link:


                                                               •    Clicks: the number of clicks
                                                               •    Clicks %: the percentage of all
                                                                    page clicks for the time range
                                                                    selected
                                                               •    G/Clicks: the conversion rates for
                                                                    each goal you have defined
                                                               •    Avg. Score: links with the highest
                                                                    average score are those links most
                                                                    commonly visited prior to high-
                                                                    value conversions during a visit.


                                                         Click on any link to navigate to that page.
                                                         The Site Overlay tool will not work with all
                                                         browsers or websites. If you're experiencing issues
                                                         with this report, please read our technical
                                                         requirements article in the Analytics Help Center.
                                                         Defined Funnel Navigation


                                                         At what point do visitors who begin a defined
                                                         funnel process abandon it? The centermost
                                                         column of boxes represent the steps in one of your
                                                         defined goal funnels. Select a goal funnel from the
                                                         drop down menu at upper left. Shown within each
                                                         box is the percentage of visitors still in the defined
                                                         funnel at each step. Shown at right, under
                                                         Abandonment Points, are the visitors who
                                                         abandoned the funnel and where they went.
                                                         Shown at left are the Entrance Points, points from
                                                         which visitors arrive to the funnel.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 61 of 105
                                                          Entrance Bounce Rates


                                                          Do visitors continue their visit after viewing their
                                                          first page or do they immediately leave my site?
                                                          This report lists the top entrance pages on which
                                                          visitors land and their respective number of
                                                          Bounces and Bounce Rates.


                                                          Click the      button at the far left of any entry to
                                                          view the data over time to view to-date lifetime
                                                          value, or to cross-segment this data.


                                                          To compare two date ranges, click the           icon on
                                                          the Date Range title bar.


                                                          Definitions:


                                                               •      Top entrance is the first page that
                                                                      visitors land on your site.
                                                               •      Entrances is the number of visitors
                                                                      that landed on a particular
                                                                      entrance page.
                                                               •      Bounce is the number of times
                                                                      visitors immediately exit your site
                                                                      from the entrance page.
                                                               •      Bounce rate is calculated by taking
                                                                      the number of bounces and dividing
                                                                      it by the number of entrances.




                                 Webmaster Overview
                                                      Visitor Summary


                                                      The four graphics in this report provide a quick
                                                      snapshot of visits to your site. Shown are:


                                                           •    the total number of visits and
                                                                pageviews your site received, the
                                                                average number of pageviews per visit
                                                                (P/V), and the number of visits and
                                                                pageviews over time. Averages are
                                                                calculated over the entire selected date
                                                                range including dates not yet elapsed
                                                                when applicable.
                                                           •    the number of first-time visits and
                                                                returning visits
                                                           •    the cities from which the most visitors
                                                                come to your site
                                                           •    your top referral sources.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 62 of 105
                                                      Content Summary


                                                      Has my content become more or less effective at
                                                      retaining visitors? This report shows whether site
                                                      entrances, bounce rates, exits, and pageviews have
                                                      increased or decreased from a previous date range to
                                                      the current date range. Define your starting (earliest)
                                                      date range on the lower calendar; define your current
                                                      or ending date range on the upper calendar.


                                                           •    The first column
                                                                (Entrances/Exits/Visits) shows the total
                                                                number of entrances, exits, and visits
                                                                for your top five entrance pages, exit
                                                                pages, and visited pages, respectively,
                                                                during the current date range (upper
                                                                calendar). The green or red arrows and
                                                                % numbers indicate the percentage
                                                                increase or decrease from the previous
                                                                date range (lower calendar).
                                                           •    The second column
                                                                (Bounces/Pageviews/Pageviews) shows
                                                                the number of immediate exits
                                                                (bounces) from your top five entrance
                                                                pages, and the number of times your
                                                                top exit pages and most visited pages
                                                                were viewed during the current date
                                                                range (upper calendar). The green or
                                                                red arrows and % numbers indicate
                                                                the percentage increase or decrease
                                                                from the previous date range.
                                                           •    The third column (Bounce
                                                                Rate/%Exit/Avg Time) shows the
                                                                bounce rate, the exit rate, and the
                                                                average visit time for your top five
                                                                entrance pages, exit pages, and visited
                                                                pages, respectively, during the current
                                                                date range. The green or red arrows
                                                                and % numbers indicate the
                                                                percentage increase or decrease from
                                                                the previous date range (lower
                                                                calendar).


                                                      Bounces is the number of times visitors exited from the
                                                      entrance page without visiting any other pages on your
                                                      site. Bounce Rate is Bounces divided by Entrances.
                                                      Defined Funnel Navigation


                                                      At what point do visitors who begin a defined funnel
                                                      process abandon it? The centermost column of boxes
                                                      represent the steps in one of your defined goal funnels.
                                                      Select a goal funnel from the drop down menu at upper
                                                      left. Shown within each box is the percentage of
                                                      visitors still in the defined funnel at each step. Shown
                                                      at right, under Abandonment Points, are the visitors
                                                      who abandoned the funnel and where they went.

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                    Page 63 of 105
                                                      Shown at left are the Entrance Points, points from
                                                      which visitors arrive to the funnel.
                                                      Entrance Bounce Rates


                                                      Do visitors continue their visit after viewing their first
                                                      page or do they immediately leave my site? This report
                                                      lists the top entrance pages on which visitors land and
                                                      their respective number of Bounces and Bounce
                                                      Rates.


                                                      Click the      button at the far left of any entry to view
                                                      the data over time to view to-date lifetime value, or to
                                                      cross-segment this data.


                                                      To compare two date ranges, click the           icon on the
                                                      Date Range title bar.


                                                      Definitions:


                                                           •      Top entrance is the first page that
                                                                  visitors land on your site.
                                                           •      Entrances is the number of visitors that
                                                                  landed on a particular entrance page.
                                                           •      Bounce is the number of times visitors
                                                                  immediately exit your site from the
                                                                  entrance page.
                                                           •      Bounce rate is calculated by taking the
                                                                  number of bounces and dividing it by
                                                                  the number of entrances.


                                                      Goal Tracking


                                                      For each of my goals, how many goal conversions
                                                      were there over time? This report shows a graph (one
                                                      for each goal) indicating the number of goal
                                                      conversions over time. To see the conversion rates
                                                      over time for each goal, see the Goal Conversion
                                                      report.


                                                      To compare two date ranges, click the           icon on the
                                                      Date Range title bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 64 of 105
                                                          Content by Titles


                                                          Which HTML title tags are used on the most popular
                                                          pages? This report compares pages by HTML title tag,
                                                          aggregating as a single page those pages which have
                                                          the same HTML title. Pages are compared in terms of
                                                          the number of unique views, number of pageviews, the
                                                          average time spent on the page(s), the percentage of
                                                          time the page(s) is an exit page, and the $Index. The
                                                          highest $Index indicate pages that were commonly
                                                          visited prior to high-value conversions during the same
                                                          visit.


                                                          Click the     button at the far left of any entry to view
                                                          the data over time, to view to-date lifetime value, or to
                                                          cross-segment this data.


                                                          To compare two date ranges, click the         icon on the
                                                          Date Range title bar.


                                                          Unique Views displays the number of visits during
                                                          which this page (determined by the combination of URI
                                                          and title) was viewed. Pageviews is the number of
                                                          times the page was viewed. Avg Time is the average
                                                          amount of time that the page was viewed. %Exit shows
                                                          the number of times a page with this title was the last
                                                          page viewed, divided by the total number of Pageviews
                                                          for that title. $Index is the total revenue earned (from
                                                          subsequent e-commerce transactions or conversions
                                                          to goals with valuations) divided by the number of
                                                          unique views for that page.


                     Webmaster View: Web Design Parameters
                                            Browser Versions


                                            For which browsers should I optimize my site and content? This
                                            report provides a list of browser versions used to access your site.
                                            Click the plus next to any entry to drill down and view the popularity
                                            of each browser version.


                                            Click the    button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the        icon on the Date Range




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 65 of 105
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         browser.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this browser.


                                            Platform Versions


                                            For which platforms should I optimize my site and content? This
                                            report provides a list of the operating systems that your visitors use.
                                            Click the plus next to any entry to drill down and view the popularity
                                            of each platform version.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         platform.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this platform.


                                            Browser & Platform Combos


                                            For which browser/platform combinations should I optimize my site
                                            and content? This report allows you to review which browser and
                                            platform combinations your current visitors are using.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         browser/platform combo.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this browser/platform combo.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 66 of 105
                                            Screen Resolutions


                                            For which screen resolutions should I optimize my site and content?
                                            This report allows you to examine which screen resolutions your
                                            users are seeing your site in. If the majority are using a lower
                                            resolution than you, you may wish to examine your site's functionality
                                            using the common resolution.


                                            Click the      button at the far left of any entry to view the data over
                                            time to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits describes the number of visits by screen
                                                         resolution.
                                                  •      Percent refers to the percentage of total visits by
                                                         screen resolution.


                                            Screen Colors


                                            For which color resolutions should I optimize my site and content? If
                                            your site is graphics intensive, you may want to experiment using the
                                            same color resolution your visitors use.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from users
                                                         with different screen colors.
                                                  •      Percent refers to the percentage of total visits that
                                                         come from users with these screen colors.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 67 of 105
                                            Languages


                                            What is the language preference setting of choice for my visitors?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         language.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this language setting.


                                            Java Enabled


                                            What percentage of my visitors have Java enabled on their
                                            browsers?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a
                                                         browsers that are either Java enabled or not.
                                                  •      Percent refers to the percentage of total visits that
                                                         come from this setting.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 68 of 105
                                            Flash Version


                                            For which versions of Flash should I optimize my Flash content?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                    •    Visits is the number of visits coming from browsers
                                                         with a specific version of Flash.
                                                    •    Percent refers to the percentage of total visits that
                                                         came from browsers with this version of Flash.


                                            Connection Speed


                                            For which connection speeds should I optimize my site and content?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the         icon on the Date Range
                                            title bar.


                                            Definitions:


                                                    •    Visits is the number of visits coming from browsers
                                                         with a specific connection speed.
                                                    •    Percent refers to the percentage of total visits that
                                                         came from browsers with this connection speed.


                                            Hostnames


                                            If you have multiple domains with the same website content, which
                                            domains do visitors visit? This report shows the total number of
                                            pageviews that each domain received. If a domain appears on this
                                            report that is not one of your domains, the domain in question points
                                            to a website that has your urchin.js link (and possibly other content
                                            owned by you).


                                            Click the      button at the far left of any entry to view the data over
                                            time.


                                            To compare two date ranges, click the          icon on the Date Range


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                          Page 69 of 105
                                              title bar.


                                              Definitions:


                                                    •      Pageviews is the number of pageviews in which a
                                                           domain received.
                                                    •      Percent refers to the percentage of total pageviews
                                                           that came from a domain.




                Marketing Optimization: Unique Visitor Tracking
                                       Daily Visitors


                                       How many people visit your site? The Visitors Graph displays the number of
                                       visitors per day over the specified date range, while the Percent New Visitors
                                       graph shows how many of these visitors are new to your site.


                                       Use the Date Range calendar at the bottom left of your page to customize
                                       the date range for this report. Compare two ranges by clicking the Compare

                                       Date Range          in the Date Range title bar.




                                       Visits & Pageview Tracking


                                       The Visits, Pageviews, and Average Pageviews per Visit graphs show the
                                       number of visits, the number of web pages viewed, and the average number
                                       of web pages viewed per visit over time during the date range.


                                       Compare two date ranges by clicking the            icon on the Date Range title
                                       bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                              Page 70 of 105
                                       Goal Conversion Tracking


                                       How do conversion rates vary over time for each of my goals? This report
                                       shows you which percentage of visitors have converted for each goal over
                                       time.


                                       To superimpose conversion rates for another time period, click the          icon
                                       on the Date Range title bar.


                                       Conversion Rate (G/Visit) is number of conversions (goals) divided by
                                       number of visits.
                                       Absolute Unique Visitors


                                       This report shows how effectively your marketing drives new and returning
                                       visitors to your site. First Time Absolute Unique Visitors is the number of
                                       visitors (counting each visitor only once) who visited your site for the first
                                       time during the active date range. Prior Absolute Unique Visitors is the
                                       number of visitors (counting each visitor only once) who first visited your site
                                       prior to the active date range and who returned for one or more visits during
                                       the active date range.
                                       Visitor Loyalty


                                       This graph tracks the number of visits by visitor frequency. The number of
                                       visits by visitors who never returned (no loyalty) are indicated on the left of
                                       the histogram. The number of visits by visitors who returned over 200 times
                                       (very loyal) are indicated on the far right.


                                       Superimpose visitor loyalty with another date range by clicking the         icon
                                       on the Date Range title bar.
                                       Visitor Recency


                                       Each visitor who visits your site during the active date range is categorized
                                       according to the number of days that have elapsed since their last visit. New
                                       visitors and those who are returning from a previous visit are on the left of
                                       the histogram. Visitors who last visited the site one year ago are shown on
                                       the far right.


                                       Superimpose visitor recency for another date range by clicking the          icon
                                       on the Date Range title bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                            Page 71 of 105
                               Marketing Optimization:
                             Visitor Segment Performance
                                                   New vs Returning Visitors


                                                   How do new visitors compare with returning visitors with
                                                   respect to conversions and average per visit value? This
                                                   report shows number of visits, conversion rates for each
                                                   goal, and the average per visit value for new and returning
                                                   visitors.


                                                   Click the     button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the         icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits by new visitors or returning
                                                   visitors. P/Visit is pageviews divided by number of visits.
                                                   G/Visit is number of goal conversions divided by number of
                                                   visits. T/Visits is number of e-commerce transactions
                                                   divided by number of visits. $/Visit is revenue (from e-
                                                   commerce) or goal value divided by number of visits.
                                                   Referring Source


                                                   How do visitors referred by different sources (such as
                                                   search engine, newsletter, or referral site) compare with
                                                   respect to number of visits, conversion rate, and the
                                                   average value of each visit?


                                                   Click the     button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the         icon on the Date
                                                   Range title bar.


                                                   Each source is qualified by medium, in brackets, such as
                                                   [referral]. Each medium is either one of the mediums with
                                                   which you tagged referral links or one of the following
                                                   special cases:


                                                        •      [organic] indicates visitors referred by an
                                                               unpaid search engine listing.
                                                        •      [referral] indicates visitors referred by
                                                               links which were not tagged with any

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 72 of 105
                                                               campaign variables.
                                                         •     [(not set)]indicates visitors referred by
                                                               links which were tagged with campaign
                                                               variables but for which the medium
                                                               variable was not set.
                                                         •     (direct)[(none)] indicates visitors who
                                                               visited the site by typing the URL directly
                                                               into their browser.


                                                   Visits is the number of visits referred by the source. P/Visit
                                                   is pageviews divided by number of visits. G/Visit is number
                                                   of goal conversions divided by number of visits. T/Visits is
                                                   number of e-commerce transactions divided by number of
                                                   visits. $/Visit is revenue (from e-commerce) or goal value
                                                   divided by number of visits.
                                                   Geo Location


                                                   How do visitors from different regions compare with respect
                                                   to conversions and average visit value? This report
                                                   compares each geographic region's number of visits,
                                                   pageviews per visit, conversion rates, and the average
                                                   value of each visit.


                                                   Click the plus next to any region to compare regions within
                                                   that region.

                                                   Click the      button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the          icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits to your site from the
                                                   country/region/city. P/Visit is pageviews divided by number
                                                   of visits. G/Visit is number of goal conversions divided by
                                                   number of visits. T/Visits is number of e-commerce
                                                   transactions divided by number of visits. $/Visit is revenue
                                                   (from e-commerce) or goal value divided by number of
                                                   visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                       Page 73 of 105
                                                   Geo Map Overlay


                                                   The Geo Map Overlay represents the volume of visitors
                                                   coming from locations around the world. The largest points
                                                   indicate locations driving the most visitors to your website.
                                                   Click on any point to view:


                                                        •    Visits : the number of visits
                                                        •    P/Visit : the average number of pageviews
                                                             per visit
                                                        •    Gx/Visit : Goal x conversion rate
                                                        •    T/Visits : the average number of e-
                                                             commerce transactions per visit
                                                        •    $/Visits : the revenue or goal value divided
                                                             by the number of visits


                                                   Change the number of data points on your map using the
                                                   Display pulldown in the title bar. Zoom in on any region by
                                                   right-clicking and selecting Zoom In .




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 74 of 105
                                                   Network Location


                                                   How do visitors from different organizations compare with
                                                   respect to conversions and average visit value? This report
                                                   shows the number of visits, pageviews per visit, conversion
                                                   rates, and average visit value for each ISP and corporate
                                                   network.


                                                   Click the     button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the         icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits to your site from the
                                                   organization. P/Visit is pageviews divided by number of
                                                   visits. G/Visit is number of goal conversions divided by
                                                   number of visits. T/Visits is number of e-commerce
                                                   transactions divided by number of visits. $/Visit is revenue
                                                   (from e-commerce) or goal value divided by number of
                                                   visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 75 of 105
                                                   Language


                                                   How do visitors with different language preferences
                                                   compare with respect to conversions and average visit
                                                   value? This report compares number of visits, pageviews
                                                   per visit, conversion rates, and average visit value for
                                                   visitors according to the language preference they have set
                                                   on their computer.


                                                   Click the     button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the          icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits to your site by visitors with
                                                   each language preference. P/Visit is pageviews divided by
                                                   number of visits. G/Visit is number of goal conversions
                                                   divided by number of visits. T/Visits is number of e-
                                                   commerce transactions divided by number of visits. $/Visit
                                                   is revenue (from e-commerce) or goal value divided by
                                                   number of visits.
                                                   User-defined


                                                   This report allows you to track visitor behavior based upon
                                                   an arbitrary segment variable that you define. For example,
                                                   the value selected in a pull-down menu of a registration
                                                   form can be tagged to the visitor and used to determine
                                                   conversion and behavior metrics. This report compares
                                                   how visitors who identified with each of the different groups
                                                   you defined compare with respect to number of visits,
                                                   pageviews per visit, conversion rates, and average visit
                                                   value.


                                                   Click the     button at the far left of any entry to view the
                                                   data over time, to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the          icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits to your site by visitors who
                                                   identified with each of the different groups. P/Visit is
                                                   pageviews divided by number of visits. G/Visit is number of


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 76 of 105
                                                   goal conversions divided by number of visits.
                                                   Domains


                                                   What internet service provider are user's using to visit my
                                                   site? This report allows you to track the internet service
                                                   provider (ISP) domains the user resolves to. The domain is
                                                   determined by the internet service that owns the user's
                                                   internet protocol (IP) identifier. The report shows the visit,
                                                   conversion rates, and average visit value for each ISP
                                                   domain.


                                                   Click the     button at the far left of any entry to view the
                                                   data over time to view to-date lifetime value, or to cross-
                                                   segment this data.


                                                   To compare two date ranges, click the         icon on the Date
                                                   Range title bar.


                                                   Visits is the number of visits to your site from the
                                                   organization. P/Visit is pageviews divided by number of
                                                   visits. G/Visit is number of goal conversions divided by
                                                   number of visits. T/Visits is number of e-commerce
                                                   transactions divided by number of visits. $/Visit is revenue
                                                   (from e-commerce) or goal value divided by number of
                                                   visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 77 of 105
                              Marketing Optimization:
                             Marketing Campaign Results
                                                    Campaign Conversion


                                                    Which campaigns result in the highest quality traffic? This
                                                    report lists all of your marketing campaigns (i.e. any
                                                    campaign which you have specified in a referral link) with
                                                    respect to number of visits, pageviews per visit, conversion
                                                    rates, and average visit value.


                                                    Click the plus next to any campaign to drill down and
                                                    compare the performance of the sources (such as Google
                                                    sponsored links and newsletters) within a campaign.

                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    A campaign in parenthesis represents one of the following
                                                    special cases:


                                                         •      (organic) indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      (referral) indicates visitors referred by
                                                                links which were not tagged with any
                                                                campaign variables.
                                                         •      (not set) indicates visitors referred by
                                                                links which were tagged but for which the
                                                                campaign variable was not set.
                                                         •      (direct) indicates visitors who typed the
                                                                URL directly into the browser.


                                                    Within each campaign, on the drilldown report, each
                                                    source is qualified by the medium, in brackets, such as
                                                    [referral]. Each medium is either one of the mediums with
                                                    which you tagged referral links or one of the following
                                                    special cases:


                                                         •      [organic] indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      [referral] indicates visitors referred by
                                                                links which were not tagged with any
                                                                campaign variables.
                                                         •      [(not set)] indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (direct)[(none)] indicates visitors who
                                                                visited the site by typing the URL directly
Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 78 of 105
                                                                into the browser.


                                                    Visits is the number of visits referred by each campaign.
                                                    P/Visit is pageviews divided by number of visits. G/Visit is
                                                    number of goal conversions divided by number of visits.
                                                    T/Visits is number of e-commerce transactions divided by
                                                    number of visits. $/Visit is revenue (from e-commerce) or
                                                    goal value divided by number of visits.


                                                    Source Conversion


                                                    Which referral sources drive the highest quality traffic?
                                                    This report compares referral sources with respect to
                                                    number of visits, pageviews per visit, conversion rates,
                                                    and average visit value.


                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Each source is qualified by medium, in brackets, such as
                                                    [referral]. Each medium is either one of the mediums with
                                                    which you tagged referral links or one of the following
                                                    special cases:


                                                         •      [organic] indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      [referral] indicates visitors referred by
                                                                links which were not tagged with any
                                                                campaign variables.
                                                         •      [(not set)] indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (direct)[(none)] indicates visitors who
                                                                visited the site by typing the URL directly
                                                                into the browser.


                                                    Visits is the number of visits referred by each source.
                                                    P/Visit is pageviews divided by number of visits. G/Visit is
                                                    number of goal conversions divided by number of visits.
                                                    T/Visits is number of e-commerce transactions divided by
                                                    number of visits. $/Visit is revenue (from e-commerce) or
                                                    goal value divided by number of visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 79 of 105
                                                    Medium Conversion


                                                    Which types of marketing activities drive the highest
                                                    quality traffic? This report compares mediums (such as
                                                    email programs, paid keywords, and organic searches)
                                                    with respect to number of visits, pageviews per visit,
                                                    conversion rates, and average visit value.


                                                    Click the plus next to any medium to drill down and
                                                    compare the performance of sources within that medium.

                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Each medium is either one of the mediums with which you
                                                    tagged referral links or one of the following special cases:


                                                         •      organic indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      referral indicates visitors referred by links
                                                                which were not tagged with any campaign
                                                                variables.
                                                         •      (not set) indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (none) indicates visitors who visited the
                                                                site by typing the URL directly into their
                                                                browser.


                                                    Visits is the number of visits referred by each medium.
                                                    P/Visit is pageviews divided by number of visits. G/Visit is
                                                    number of goal conversions divided by number of visits.
                                                    T/Visits is number of e-commerce transactions divided by
                                                    number of visits. $/Visit is revenue (from e-commerce) or
                                                    goal value divided by number of visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 80 of 105
                                                    Referral Conversion


                                                    Which referrals drive the highest quality traffic? This report
                                                    lists non-campaign activity coming via referrals from other
                                                    websites. This is useful for tracking links that you cannot
                                                    control -- you can gauge the overall effectiveness and
                                                    importance of PR activities, partnerships, etc. The referrals
                                                    are compared with respect to number of visits, pageviews
                                                    per visit, conversion rates, and average value per visit.


                                                    Click the plus next to any referral to drill down and see the
                                                    referring pages.


                                                    Click the    button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the        icon on the
                                                    Date Range title bar.


                                                    P/Visit is pageviews divided by number of visits. G/Visit is
                                                    number of goal conversions divided by number of visits.
                                                    T/Visits is number of e-commerce transactions divided by
                                                    number of visits. $/Visit is revenue (from e-commerce) or
                                                    goal value divided by number of visits.
                                                    Campaign ROI


                                                    Which campaigns provide the greatest return for the least
                                                    cost? This report lists all of your marketing campaigns (i.e.
                                                    any campaign you have used in a referral link) with respect
                                                    to number of visits, cost, revenue, cost per acquisition
                                                    (cost/visits), revenue per acquisition (revenue/visits), and
                                                    ROI ( [Revenue - Cost]/Cost).


                                                    Click the plus next to any campaign to drill down and
                                                    compare the performance of sources within that campaign.

                                                    Click the    button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the        icon on the
                                                    Date Range title bar.


                                                    A campaign in parenthesis represents one of the following
                                                    special cases:


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 81 of 105
                                                         •    (organic) indicates visitors referred by an
                                                              unpaid search engine listing.
                                                         •    (referral) indicates visitors referred by
                                                              links which were not tagged with any
                                                              campaign variables.
                                                         •    (not set) indicates visitors referred by
                                                              links which were tagged with campaign
                                                              variables but for which the campaign
                                                              variable was not set.
                                                         •    (direct) indicates visitors who typed the
                                                              URL directly into the browser.


                                                    Within each campaign, on the drilldown report, each
                                                    source is qualified by medium, in brackets, such as
                                                    [referral]. Each medium is either one of the mediums with
                                                    which you tagged referral links or one of the following
                                                    special cases:


                                                         •    [organic] indicates visitors referred by an
                                                              unpaid search engine listing.
                                                         •    [referral] indicates visitors referred by
                                                              links which were not tagged with any
                                                              campaign variables.
                                                         •    [(not set)] indicates visitors referred by
                                                              links which were tagged with campaign
                                                              variables but for which the medium
                                                              variable was not set.
                                                         •    (direct)[(none)] indicates visitors who
                                                              visited the site by typing the URL directly
                                                              into their browser.


                                                    Visits is the number of visits referred by each campaign.
                                                    Cost is the total expenditure on cost-per-click keywords or
                                                    other marketing costs that you have provided. Revenue is
                                                    from goal value or e-commerce transactions. CPA is Cost
                                                    per Acquisition and is Cost divided by Visits. RPA is
                                                    Revenue per Acquisition and is Revenue divided by Visits.
                                                    ROI is Return on Investment and is ((Revenue minus
                                                    Cost) divided by Cost), expressed as a percentage.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 82 of 105
                                                    Source ROI


                                                    Which referral sources provide the greatest return for the
                                                    least cost? This report compares sources with respect to
                                                    number of visits, cost, revenue, cost per acquisition
                                                    (cost/visits), revenue per acquisition (revenue/visits), and
                                                    ROI ( [Revenue - Cost]/Cost).


                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Each source is qualified by medium, in brackets, such as
                                                    [referral]. Each medium is either one of the mediums with
                                                    which you tagged referral links or one of the following
                                                    special cases:


                                                         •      [organic] indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      [referral] indicates visitors referred by
                                                                links which were not tagged with any
                                                                campaign variables.
                                                         •      [(not set)] indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (direct)[(none)] indicates visitors who
                                                                typed your URL directly into their browser.


                                                    Visits is the number of visits referred by each source. Cost
                                                    is the total expenditure on cost-per-click keywords or other
                                                    marketing costs that you have provided. Revenue is from
                                                    goal value or e-commerce transactions. CPA is Cost per
                                                    Acquisition and is Cost divided by Visits. RPA is Revenue
                                                    per Acquisition and is Revenue divided by Visits. ROI is
                                                    Return on Investment and is ((Revenue minus Cost)
                                                    divided by Cost), expressed as a percentage.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 83 of 105
                                                    Medium ROI


                                                    Which types of marketing activities provide the greatest
                                                    return for the least cost? This report compares mediums
                                                    with respect to number of visits, cost, revenue, cost per
                                                    acquisition (cost/visits), revenue per acquisition
                                                    (revenue/visits), and ROI ( [Revenue - Cost]/Cost).


                                                    Click the plus next to any medium to drill down and
                                                    compare the performance of sources within that medium.

                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Each medium is either one of the mediums with which you
                                                    tagged referral links or one of the following special cases:


                                                         •      organic indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      referral indicates visitors referred by links
                                                                which were not tagged with any campaign
                                                                variables.
                                                         •      (not set) indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (none) indicates visitors who visited the
                                                                site by typing the URL directly into their
                                                                browser.


                                                    Each source in the drilldown report is either one of the
                                                    sources with which you tagged referral links or one of the
                                                    following special cases:


                                                         •      organic indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      referral indicates visitors referred by links
                                                                which were not tagged with any campaign
                                                                variables.
                                                         •      (direct) indicates visitors who visited the
                                                                site by typing the URL directly into their
                                                                browser.


                                                    Visits is the number of visits referred by each medium.
                                                    Cost is the total expenditure on cost-per-click keywords or
                                                    other marketing costs that you have provided. Revenue is
                                                    from goal value or e-commerce transactions. CPA is Cost
                                                    per Acquisition and is Cost divided by Visits. RPA is

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 84 of 105
                                                    Revenue per Acquisition and is Revenue divided by Visits.
                                                    ROI is Return on Investment and is ((Revenue minus
                                                    Cost) divided by Cost), expressed as a percentage.


                               Marketing Optimization:
                               Search Engine Marketing
                                                            All CPC Analysis


                                                            Which cost-per-click programs and keywords
                                                            drive the highest quality traffic? Advertising
                                                            programs are broken down based on the Source
                                                            and Medium values present in your tagged links.
                                                            Use the plus symbol to the right of any
                                                            Source[Medium] entry to drill down to individual
                                                            keywords.


                                                            Use the Analysis Options button and the Date
                                                            Range calendar to access advanced functionality
                                                            (learn more).


                                                            Definitions:


                                                                 •      Impressions is the number of
                                                                        times an ad was shown
                                                                 •      Clicks is the number of times an
                                                                        ad was clicked
                                                                 •      Trans is the number of
                                                                        transactions that occurred after a
                                                                        referral from this Source[Medium]
                                                                        or keyword. Goals must be
                                                                        enabled to calculate this data
                                                                 •      Cost is the total amount paid for
                                                                        these clicks
                                                                 •      Revenue is the total revenue, as
                                                                        calculated by the number of
                                                                        transactions and the goal value for
                                                                        each


                                                            AdWords Analysis


                                                            Track your AdWords performance from Campaign
                                                            level down to individual keywords. Use the plus
                                                            symbol to the right of any entry to drill down from
                                                            Campaigns to Ad Groups, and from Ad Groups to
                                                            keywords.


                                                            To use this report, please ensure that:


                                                                 •      Your Analytics account is linked to
                                                                        an active AdWords account


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                     Page 85 of 105
                                                               •      Auto-tagging is active in your
                                                                      AdWords account


                                                          Use the Analysis Options button and the Date
                                                          Range calendar to access advanced functionality
                                                          (learn more).
                                                          Definitions:


                                                               •      Impressions is the number of
                                                                      times an ad was shown
                                                               •      Clicks is the number of times an
                                                                      ad was clicked
                                                               •      Trans is the number of
                                                                      transactions that occurred after a
                                                                      referral from this keyword, ad
                                                                      group, or campaign. Goals must
                                                                      be enabled to calculate this data
                                                               •      Cost is the total amount paid for
                                                                      these clicks
                                                               •      Revenue is the total revenue, as
                                                                      calculated by the number of
                                                                      transactions and the goal value for
                                                                      each
                                                               •      CTR (click-through rate) is
                                                                      calculated as the number of clicks
                                                                      divided by the number of
                                                                      impressions
                                                               •      CR is the conversion rate. You'll
                                                                      need to have one or more goals
                                                                      configured to view this data.
                                                               •      CPC is the average cost per click
                                                               •      RPC is the revenue per click, if
                                                                      goals are enabled
                                                               •      ROI is your return on investment,
                                                                      calculated as ( Revenue - Cost )
                                                                      divided by Cost.


                                                          AdWords Keyword Positions


                                                          Where do your AdWords ads appear on Google
                                                          search results pages? How does each position
                                                          convert for your particular keywords? Drill down
                                                          from any keyword to see its display position: T1
                                                          through T3 indicate that your ad was promoted to
                                                          the top of the search results page. Positions 1 and
                                                          higher indicate a position in the right-hand
                                                          location.


                                                          Use the Analysis Options button and the Date
                                                          Range calendar to access advanced functionality
                                                          (learn more).


                                                          Tip: Learn about position preference, and how it
                                                          can help you keep your ads in the highest-

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                  Page 86 of 105
                                                          converting position, in the AdWords Help Center.


                                                               •      Visits: the number of visits
                                                               •      P/Visit: the average number of
                                                                      pageviews per visit
                                                               •      Gx/Visit: Goal x conversion rate
                                                               •      T/Visits: the average number of e-
                                                                      commerce transactions per visit
                                                               •      $/Visits: the revenue or goal value
                                                                      divided by the number of visits


                                                          To use this report, please ensure that:


                                                               •      Your Analytics account is linked to
                                                                      an active AdWords account
                                                               •      Auto-tagging is active in your
                                                                      AdWords account


                                                          Overall Keyword Conversion


                                                          Which keywords drive the highest quality traffic?
                                                          This report shows number of visits, pageviews per
                                                          visit, conversion rates, and average value per visit
                                                          for paid and organic keywords.


                                                          Click the plus next to any keyword to drill down
                                                          and compare search engines and paid versus
                                                          organic within a keyword.


                                                          Click the     button at the far left of any entry to
                                                          view the data over time, to view to-date lifetime
                                                          value, or to cross-segment this data.


                                                          To compare two date ranges, click the          on the
                                                          Date Range title bar.


                                                          Visits is the number of visits referred by each
                                                          keyword. P/Visit is pageviews divided by number
                                                          of visits. G/Visit is number of goal conversions
                                                          divided by number of visits. T/Visits is number of
                                                          e-commerce transactions divided by number of
                                                          visits. $/Visit is revenue (from e-commerce) or
                                                          goal value divided by number of visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                   Page 87 of 105
                                                          CPC vs Organic Conversion


                                                          How does paid search compare with organic
                                                          search in driving high quality traffic to my site?
                                                          This report compares paid and organic referrals
                                                          with respect to number of visits, pageviews per
                                                          visit, conversion rates, and average visit value.


                                                          Click the plus next to any entry to drill down and
                                                          compare keywords within any search engine.


                                                          Click the     button at the far left of any entry to
                                                          view the data over time, to view to-date lifetime
                                                          value, or to cross-segment this data.


                                                          To compare two date ranges, click the          icon
                                                          on the Date Range title bar.


                                                          Visits is the number of visits referred by each
                                                          source. P/Visit is pageviews divided by number of
                                                          visits. G/Visit is number of goal conversions
                                                          divided by number of visits. T/Visits is number of
                                                          e-commerce transactions divided by number of
                                                          visits. $/Visit is revenue (from e-commerce) or
                                                          goal value divided by number of visits.
                                                          Keyword Considerations


                                                          How well do other keywords perform? This report
                                                          shows the top performing organic keywords. Each
                                                          keyword's performance is shown in terms of
                                                          number of visits, pageviews per visit, conversion
                                                          rates, transactions per visit, and average visit
                                                          value.


                                                          Visits is the number of visits referred by the
                                                          keyword from organic search. P/Visit is pageviews
                                                          divided by number of visits, G/Visit is number of
                                                          goal conversions divided by number of visits.
                                                          T/Visits is number of e-commerce transactions
                                                          divided by number of visits. $/Visit is revenue
                                                          (from e-commerce) or goal value divided by
                                                          number of visits.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                   Page 88 of 105
                     Content Optimization: Ad Version Testing
                                                    Overall Ad A/B Testing


                                                    Which specific ad versions drive the highest quality
                                                    traffic? This report compares the performance of each ad,
                                                    and version of ad (according to the utm_content tag you
                                                    used to tag specific links), with respect to number of visits
                                                    referred, pageviews per visit, conversion rates, and
                                                    average visit value.


                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Visits is the number of visits referred by the ad or ad
                                                    version, as tagged with a utm_content variable. P/Visit is
                                                    pageviews divided by number of visits. G/Visit is number
                                                    of goal conversions divided by number of visits. T/Visits is
                                                    number of e-commerce transactions divided by number of
                                                    visits. $/Visits is revenue (from e-commerce) or goal value
                                                    divided by number of visits.
                                                    Source Specific Testing


                                                    Which versions of my ads for each source (search engine,
                                                    newsletter, referral) drive the highest quality visitors to my
                                                    site? For each of your referral sources, this report
                                                    compares the performance of ad versions (according to
                                                    the utm_content tag you used to tag specific links) with
                                                    respect to number of visits referred, pageviews per visit,
                                                    conversion rates, and average visit value.


                                                    Click the plus next to any source to drill down and
                                                    compare ad versions.


                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Each source is qualified by medium, in brackets. Each


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                       Page 89 of 105
                                                    medium is either one of the mediums with which you
                                                    tagged referral links or one of the following special cases:


                                                         •      [organic] indicates visitors referred by an
                                                                unpaid search engine listing.
                                                         •      [referral] indicates visitors referred by
                                                                links which were not tagged with any
                                                                campaign variables.
                                                         •      [(not set)] indicates visitors referred by
                                                                links which were tagged with campaign
                                                                variables but for which the medium
                                                                variable was not set.
                                                         •      (direct)[(none)] indicates visitors who
                                                                visited the site by typing the URL directly
                                                                into the browser.


                                                    Visits is the number of visits referred by the source and ad
                                                    version within that source. P/Visit is pageviews divided by
                                                    number of visits. G/Visit is number of goal conversions
                                                    divided by number of visits. T/Visits is number of e-
                                                    commerce transactions divided by number of visits.
                                                    $/Visits is revenue (from e-commerce) or goal value
                                                    divided by number of visits.
                                                    Keyword Specific Testing


                                                    Which versions of my ads for each paid keyword drive the
                                                    highest quality visitors to my site? This report compares
                                                    the performance of different versions of ads (according to
                                                    the utm_content tag you used to tag specific links) for
                                                    each keyword.


                                                    Click the plus next to any keyword to drill down and see
                                                    the ad versions for the keyword.


                                                    Click the     button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         icon on the
                                                    Date Range title bar.


                                                    Visits is the number of visits referred by the keyword, and
                                                    ad version within that keyword. P/Visit is pageviews
                                                    divided by number of visits. G/Visit is number of goal
                                                    conversions divided by number of visits. T/Visits is
                                                    number of e-commerce transactions divided by number of
                                                    visits. $/Visits is revenue (from e-commerce) or goal value
                                                    divided by number of visits.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic                       Page 90 of 105
                    Content Optimization: Content Performance
                                                    Top Content


                                                    Which pages of your site are the most popular, how well
                                                    do they capture your users' interest, and how valuable are
                                                    they to your site?


                                                    The Top Content report lists the Unique Views and
                                                    Pageviews for each page of your site, shows you how
                                                    long users spent on each page, and counts the users
                                                    leaving your site after viewing a particular page. In
                                                    addition, the $ Index calculates the value of each page,
                                                    based on the number and value of conversions occuring
                                                    after a visit to that page.


                                                    The Analysis Options          and Date Range calendar
                                                    provide additional functionality ? learn more.
                                                    Content Drilldown


                                                    How popular is each page on my site and how important is
                                                    the page to my business? This report shows how many
                                                    unique views and pageviews each page on your site
                                                    received, the average amount of time that visitors spent
                                                    on the page, how frequently visitors left your site after
                                                    viewing the page, and the $Index. Pages with the highest
                                                    $Index are those pages which were commonly visited
                                                    prior to high-value conversions during the same visit.


                                                    Drill down into any directory by clicking on it.


                                                    Click the     button at the far left of any entry to view the
                                                    data over time to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the         on the Date
                                                    Range title bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                       Page 91 of 105
                                                    Content by Titles

                                                    Which HTML title tags are used on the
                                                    most popular pages? This report
                                                    compares pages by HTML title tag,
                                                    aggregating as a single page those
                                                    pages which have the same HTML
                                                    title. Pages are compared in terms of
                                                    the number of unique views, number
                                                    of pageviews, the average time spent
                                                    on the page(s), the percentage of time
                                                    the page(s) is an exit page, and the
                                                    $Index. The highest $Index indicate
                                                    pages that were commonly visited
                                                    prior to high-value conversions during
                                                    the same visit.

                                                    Click the   button at the far left of any
                                                    entry to view the data over time, to
                                                    view to-date lifetime value, or to cross-
                                                    segment this data.

                                                    To compare two date ranges, click the
                                                       icon on the Date Range title bar.

                                                    Unique Views displays the number of
                                                    visits during which this page
                                                    (determined by the combination of URI
                                                    and title) was viewed. Pageviews is
                                                    the number of times the page was
                                                    viewed. Avg Time is the average
                                                    amount of time that the page was

Part 1, eMarketing, Search Engine Marketing: Driving Traffic             Page 92 of 105
                                                    viewed. %Exit shows the number of
                                                    times a page with this title was the last
                                                    page viewed, divided by the total
                                                    number of Pageviews for that title.
                                                    $Index is the total revenue earned
                                                    (from subsequent e-commerce
                                                    transactions or conversions to goals
                                                    with valuations) divided by the number
                                                    of unique views for that page.
                                                    Dynamic Content


                                                    Which parameter names and values were used in
                                                    requests to dynamic content? This report analyzes internal
                                                    search and dynamic content, listing all the pages whose
                                                    URL contained query parameters (after the ? query
                                                    token).


                                                    To exclude dynamic session identifiers or other URL
                                                    parameters from this report, you can enter them in the
                                                    Exclude URL Query Parameters section of your Profile
                                                    Settings page. Common session IDs are automatically
                                                    stripped from your data.


                                                    Click the    sign to the left of any entry to view the
                                                    associated query parameters and values.


                                                    Click the      button at the far left of any entry to view the
                                                    data over time, to view to-date lifetime value, or to cross-
                                                    segment this data.


                                                    To compare two date ranges, click the          icon on the
                                                    Date Range title bar.
                                                    Depth of Visit


                                                    How many pages are viewed during a visit to my website?
                                                    Visits of a single page appear on the left of the graph;
                                                    visits of twenty pages or more appear on the right side of
                                                    the graph.


                                                    To compare two date ranges, click the          icon on the
                                                    Date Range title bar.


Part 1, eMarketing, Search Engine Marketing: Driving Traffic                       Page 93 of 105
                                                    Length of Visit


                                                    How much time do visitors spend on my website? Visits of
                                                    less than ten seconds appear to the left of the graph; visits
                                                    of more than 1801 seconds appear on the right side of the
                                                    graph.


                                                    To compare two date ranges, click the            icon on the
                                                    Date Range title bar.


                   Content Optimization: Navigational Analysis
                                                             Entrance Bounce Rates


                                                             Do visitors continue their visit after viewing their
                                                             first page or do they immediately leave my site?
                                                             This report lists the top entrance pages on which
                                                             visitors land and their respective number of
                                                             Bounces and Bounce Rates.


                                                             Click the      button at the far left of any entry to
                                                             view the data over time to view to-date lifetime
                                                             value, or to cross-segment this data.


                                                             To compare two date ranges, click the           icon on
                                                             the Date Range title bar.


                                                             Definitions:


                                                                  •      Top entrance is the first page that
                                                                         visitors land on your site.
                                                                  •      Entrances is the number of visitors
                                                                         that landed on a particular entrance
                                                                         page.
                                                                  •      Bounce is the number of times
                                                                         visitors immediately exit your site
                                                                         from the entrance page.
                                                                  •      Bounce rate is calculated by taking
                                                                         the number of bounces and dividing
                                                                         it by the number of entrances.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                        Page 94 of 105
                                                         Top Exit Points


                                                         From which pages do visitors commonly exit my
                                                         site? This report shows the number of exits and
                                                         number of pageviews for the top exit pages on your
                                                         site.


                                                         Click the     button at the far left of any entry to
                                                         view the data over time to view to-date lifetime
                                                         value, or to cross-segment this data.


                                                         To compare two date ranges, click the          icon on
                                                         the Date Range title bar.


                                                         Exits is the total number of times the page was an
                                                         exit page. Pageviews is the total number of times
                                                         the page was viewed. %Exit is Exits divided by
                                                         Pageviews, expressed as a percentage.
                                                         Site Overlay


                                                         This screen allows you to navigate your site while
                                                         viewing traffic and conversion data for each link.
                                                         The exit rate for the page is shown above your
                                                         site's overlay on the upper right corner. The blue
                                                         and green bars are graphic indicators of clicks and
                                                         quality, respectively, for each link on the page.
                                                         Click on any set of blue and green bars to view
                                                         metrics for that link:


                                                                 •   Clicks: the number of clicks
                                                                 •   Clicks %: the percentage of all page
                                                                     clicks for the time range selected
                                                                 •   G/Clicks: the conversion rates for
                                                                     each goal you have defined
                                                                 •   Avg. Score: links with the highest
                                                                     average score are those links most
                                                                     commonly visited prior to high-
                                                                     value conversions during a visit.


                                                         Click on any link to navigate to that page.
                                                         The Site Overlay tool will not work with all browsers
                                                         or websites. If you're experiencing issues with this
                                                         report, please read our technical requirements
                                                         article in the Analytics Help Center.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 95 of 105
                                                         Initial Navigation


                                                         Which navigation paths resulted in conversions
                                                         during the visit? For each navigation path, this
                                                         report shows conversion rates and per visit value.


                                                         Click the plus next to any directory to drill down into
                                                         that directory.


                                                         Click the     button at the far left of any entry to
                                                         view the data over time, to view to-date lifetime
                                                         value, or to cross-segment this data.


                                                         To compare two date ranges, click the          icon on
                                                         the Date Range title bar.


                                                         Visits is the number of visits in which the page was
                                                         visited. G/Visit is number of goal conversions
                                                         divided by Visits. T/Visits is number of e-commerce
                                                         transactions divided by Visits. $/Visits is the total
                                                         value of e-commerce transactions or goals divided
                                                         by Visits.
                                                         All Navigation


                                                         How did visitors get to each page on my site and
                                                         where did they go afterwards? Select a page to
                                                         analyze from the left hand side of the report. The
                                                         number of clicks, the conversion rates, and the
                                                         average score are displayed for each Click From
                                                         and Click To page. Pages with the highest average
                                                         score are those pages most commonly visited prior
                                                         to high-value conversions.


                                                         Click the icon at the center of the report to view a
                                                         site overlay of the page you selected from the left.


                                                         Clicks is the number of clicks to or from the page.
                                                         Clicks% is the percentage of the total clicks to or
                                                         from the page you selected on the left. G/Clicks is
                                                         the percentage of time that the click from one page
                                                         to the next resulted in a conversion later during the
                                                         visit. T/Clicks is the percentage of time that the
                                                         click from one page to the next page in the path
                                                         resulted in an e-commerce transaction later during
                                                         the visit.



Part 1, eMarketing, Search Engine Marketing: Driving Traffic                   Page 96 of 105
                  Content Optimization: Goals & Funnel Process
                                                    Goal Tracking


                                                    For each of my goals, how many goal conversions were
                                                    there over time? This report shows a graph (one for each
                                                    goal) indicating the number of goal conversions over time.
                                                    To see the conversion rates over time for each goal, see
                                                    the Goal Conversion report.


                                                    To compare two date ranges, click the        icon on the
                                                    Date Range title bar.
                                                    Goal Conversion


                                                    How did conversion rates change over time for each of my
                                                    goals? This report shows a graph (one for each goal)
                                                    indicating the conversion rates over time. To see the
                                                    number of conversions for each goal over time, see the
                                                    Goal Tracking report.


                                                    To compare two date ranges, click the        on the Date
                                                    Range title bar.
                                                    Defined Funnel Navigation


                                                    At what point do visitors who begin a defined funnel
                                                    process abandon it? The centermost column of boxes
                                                    represent the steps in one of your defined goal funnels.
                                                    Select a goal funnel from the drop down menu at upper
                                                    left. Shown within each box is the percentage of visitors
                                                    still in the defined funnel at each step. Shown at right,
                                                    under Abandonment Points, are the visitors who
                                                    abandoned the funnel and where they went. Shown at left
                                                    are the Entrance Points, points from which visitors arrive
                                                    to the funnel.
                                                    Defined Funnel Abandonment


                                                    What percentage of visitors who begin a defined funnel
                                                    process abandon it? This report graphs funnel
                                                    abandonment rates over time for each goal for which you
                                                    have defined a funnel.


                                                    To compare two date ranges, click the        on the Date
                                                    Range title bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 97 of 105
                                                    Reverse Goal Path


                                                    How do visitors actually arrive at my goals? This report
                                                    lists the navigation paths to the selected goal (Select your
                                                    goal from the pull down menu at upper left) and shows the
                                                    number of conversions that each path represents. This
                                                    report is different from the defined funnel reports in that it
                                                    shows the different navigation paths that were used to
                                                    reach a goal, rather than tracking entrances to and exits
                                                    from funnels you have defined. Useful for sites that are
                                                    heavily cross linked, this report allows you to gain insight
                                                    into "required" content that visitors need to see before
                                                    they are comfortable with converting. This information can
                                                    be used to improve the overall navigation of the site.


                                                    Definitions:


                                                         •      G refers to the number of times a
                                                                particular goal was reached.
                                                         •      Percent refers to the percentage of times
                                                                a goal was reached through a specific
                                                                path.


                                                    Goal Verification


                                                    For each of your goals (select a goal from the pulldown
                                                    menu on toolbar at the top of this report) this report shows
                                                    the pages that count towards the goal and the number of
                                                    times each of these pages was viewed. This report is
                                                    useful for verifying the specific goal pages that were
                                                    logged, since a goal may be defined as a collection of
                                                    pages.


                                                    If, for example, you have defined a goal as a directory,
                                                    each of the pages within that directory count towards the
                                                    goal. In this case, this report would show each of those
                                                    pages, the number of visits to the page, and the
                                                    percentage of the total goal conversions that each page
                                                    represents.


                                                    Click the      button at the far left of any entry to view the
                                                    data over time.


                                                    Definitions:


                                                         •      G refers to the number of times a
                                                                particular goal was reached.
                                                         •      Percent refers to the percentage of total

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                      Page 98 of 105
                                                                    goal conversions that a specific page
                                                                    represents.




                  Content Optimization: Web Design Parameters
                                            Browser Versions


                                            For which browsers should I optimize my site and content? This
                                            report provides a list of browser versions used to access your site.
                                            Click the plus next to any entry to drill down and view the popularity of
                                            each browser version.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         browser.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this browser.


                                            Platform Versions


                                            For which platforms should I optimize my site and content? This
                                            report provides a list of the operating systems that your visitors use.
                                            Click the plus next to any entry to drill down and view the popularity of
                                            each platform version.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         platform.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this platform.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                           Page 99 of 105
                                            Browser & Platform Combos


                                            For which browser/platform combinations should I optimize my site
                                            and content? This report allows you to review which browser and
                                            platform combinations your current visitors are using.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         browser/platform combo.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this browser/platform combo.


                                            Screen Resolutions


                                            For which screen resolutions should I optimize my site and content?
                                            This report allows you to examine which screen resolutions your
                                            users are seeing your site in. If the majority are using a lower
                                            resolution than you, you may wish to examine your site's functionality
                                            using the common resolution.


                                            Click the      button at the far left of any entry to view the data over
                                            time to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits describes the number of visits by screen
                                                         resolution.
                                                  •      Percent refers to the percentage of total visits by
                                                         screen resolution.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 100 of 105
                                            Screen Colors


                                            For which color resolutions should I optimize my site and content? If
                                            your site is graphics intensive, you may want to experiment using the
                                            same color resolution your visitors use.


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from users with
                                                         different screen colors.
                                                  •      Percent refers to the percentage of total visits that
                                                         come from users with these screen colors.


                                            Languages


                                            What is the language preference setting of choice for my visitors?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from a specific
                                                         language.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from this language setting.


                                            Java Enabled


                                            What percentage of my visitors have Java enabled on their browsers?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 101 of 105
                                            Definitions:


                                                  •      Visits is the number of visits coming from a
                                                         browsers that are either Java enabled or not.
                                                  •      Percent refers to the percentage of total visits that
                                                         come from this setting.


                                            Flash Version


                                            For which versions of Flash should I optimize my Flash content?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from browsers
                                                         with a specific version of Flash.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from browsers with this version of Flash.


                                            Connection Speed


                                            For which connection speeds should I optimize my site and content?


                                            Click the      button at the far left of any entry to view the data over
                                            time, to view to-date lifetime value, or to cross-segment this data.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                  •      Visits is the number of visits coming from browsers
                                                         with a specific connection speed.
                                                  •      Percent refers to the percentage of total visits that
                                                         came from browsers with this connection speed.




Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 102 of 105
                                            Hostnames


                                            If you have multiple domains with the same website content, which
                                            domains do visitors visit? This report shows the total number of
                                            pageviews that each domain received. If a domain appears on this
                                            report that is not one of your domains, the domain in question points
                                            to a website that has your urchin.js link (and possibly other content
                                            owned by you).


                                            Click the      button at the far left of any entry to view the data over
                                            time.


                                            To compare two date ranges, click the          icon on the Date Range
                                            title bar.


                                            Definitions:


                                                    •    Pageviews is the number of pageviews in which a
                                                         domain received.
                                                    •    Percent refers to the percentage of total pageviews
                                                         that came from a domain.




By Shaluinn Fullove

Have you found it difficult to rank favorably for the keywords important to your
business? Are all of your web pages visible in the natural search results? Here are five
ways Google Sitemaps can help you drive more potential customers to your site and
improve the visibility of your content.

#1. Submit all of your pages to the Google index – for free.

Let's start off with a quick look at what Google Sitemaps is – and isn't. Google Sitemaps
is a service that allows you to submit ALL of your pages to the Google index. It's
particularly useful for making sure that dynamically generated URLs or pages that are
not adequately linked to on your site get indexed. By submitting your URLs in a
Sitemap, you help Google's web crawler do a more complete and efficient job of
crawling your site.

A Sitemap is simply a file with a list of all the URLs you want crawled in your site. You
can create it manually or use Google's Sitemap Generator or another third party
program.

But, it's important to note that submitting a Sitemap will not guarantee inclusion or
influence your PageRank. And, submitting a Sitemap isn't a replacement for creating

Part 1, eMarketing, Search Engine Marketing: Driving Traffic                         Page 103 of 105
compelling and useful content; using Sitemaps should complement, not replace, your
SEO activities.

To create and submit a Sitemap, just go to
https://www.google.com/webmasters/sitemaps and sign in with your Google account
(the same account and password you use for Google Analytics, Gmail, and other
Google services). Add your website URL where it says "Add Site," and then follow the
instructions at the "Add a Sitemap" link .

You don't have to submit a Sitemap to use Google Sitemaps. Even without a Sitemap,
you can still get reports that provide insight into your site's visibility on Google and how
to make your pages more crawler-friendly. Simply sign in and add your site.

#2. Find out how you rank on the top search queries.

You can use the CPC vs Organic Conversion report in Google Analytics to find out your
total visits, pages viewed per visit, conversion rates, and other metrics for each of your
organic keywords. But, what you can't see is how you ranked for those keywords. This
is where Sitemaps reporting can help.

When you sign in to Sitemaps, from the My Sites overview page, click on your website
URL, then click on the Statistics tab. The right hand column of the report shows how
you rank organically for the top searches to your site. You can put this ranking
information together with clickthrough information from Google Analytics to understand
how visibility for specific keywords has translated into conversions.

Again, you don't need to submit a Sitemap to see this information. Just sign in to
Sitemaps and add your site.

#3. Find out how Google sees your site.

See common anchor words -- the common words used to link to your pages, and see
the common words that Google sees on your site. Click "Page analysis" in the Statistics
tab. This helps you see trends in your site's content and the keywords that others are
using in external links to your site.

#4. Unblock your site.

If your site has a robots.txt file, you may be blocking Google from crawling some of the
pages you want to be included in Google search results. Sitemaps provides a robots.txt
tool where you can enter a list of URLs to see if your robots.txt file is blocking them from
being crawled. You can also test changes to your robots.txt file by entering them here
and then testing them against the Googlebot. This lets you experiment with changes to
see how they would impact the crawl of your site, as well as make sure there are no
errors in the file, before making changes to the file on your site.


Part 1, eMarketing, Search Engine Marketing: Driving Traffic          Page 104 of 105
#5. Get re-included.

If your site has disappeared from the search results, you may have been penalized for
violating the Google quality guidelines. Once you have corrected the problems on your
site, you can request re-inclusion from your Sitemaps account. Simply sign in, click
"Submit a reinclusion request", and fill out the form. This form is also available from the
Summary page for sites that show violations. Remember, if your site hasn't violated the
webmaster guidelines, there's no need to submit a reinclusion request.

The reinclusion request form is only available to Sitemaps users. Although, you can
send an email to Google user support requesting reinclusion, a request from a
registered, identifiable Sitemaps user is generally taken more seriously.

There's more.

Google Sitemaps is an evolving product with more features added frequently. Stay up to
date on the most newest features with the Sitemaps blog
(http://www.sitemaps.blogspot.com/) and get your questions answered on the Google
Sitemaps Group (http://groups.google.com/group/google-sitemaps).

                                             ###




Part 1, eMarketing, Search Engine Marketing: Driving Traffic         Page 105 of 105

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:5
posted:10/3/2011
language:English
pages:105