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Accounting for SEO

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Good Ways to Use Google Analytics

As a marketing company, one critical part of what we do for our clients includes managing and coordinating their SEO efforts via Google Analytics. More often than not, they’ve already got an account and have started using it themselves; what we bring to the table is our added analysis and ideas for making things better. Often new users get confused by and frustrated with trying to make sense of the Google Analytics system. And a common error that inexperienced Analytics users often make when having to deal with multiple tracking situations is confusing Accounts and Properties. They assume that they only have one Analytics account, which they’ve used to log in with. See Also: Google Analytics – Analyze This!

One Key to All the Info

But users of Google Analytics log in using their Google Account credentials, and are given a “starting” account in Analytics by default. In reality, Analytics users can set up as many different Accounts as they want, for a specific client, site, or intended use. The Account is represented in the Google Analytics Tracking Code as the set of numbers that can be found in the “middle” of the code, sandwiched between two hyphens. For example, if the Tracking Code is “UA-123456789-1”, the Account would be “123456789”. These Accounts can then have any number of Properties associated with each account . The “1” found in the example code after the hyphen denotes the Property under that account the code is for. Accounts can have more than one Property, each of which is associated to a distinct domain the user wishes to track. Any user who has been granted access to the Account can see ALL of the Properties associated with that Account. See Also: Why Your Business Needs Analysis

Account for the Client

By using a separate Account for every initiative we take for our clients, we’re able to not only insure we don’t get our data confused or mixed up, but we also make it easier to give the client control of the account if they desire to handle it. The ownership can essentially be transferred by adding the client’s Google account as an administrative User and enabling total control. Then, we disconnect our account from it, and it becomes the client’s property at that point. Google Analytics is a powerful tool for all of our marketing efforts, and utilizing it in this way allows us to work transparently with our clients, and give them as much control of the process as they’re comfortable with.

About The Author

Edd Twilbeck is Senior Web Developer at Marketing In Color. Websites and web applications are Edd’s realm, so he takes the lead on web projects from scope layout through specification and timeline development to completion and delivery. Edd has more than twelve years experience in web design and development, using PHP, CSS, Javascript, content management systems, and development frameworks.
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