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Google Analytics Keyword: (Not Provided)

posted by Emilio Basaldua
Saturday, December 10, 2011
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The new Google Analytics Keyword “(Not Provided)” is messing up my dashboard!  Haha, okay just kidding… but my Unilyzer Social Media Dashboard now shows the keyword “(Not Provided)” in my keyword cloud.  What is this all about?

Keyword Cloud Google Analytics Keyword: (Not Provided)

EXPLANATION

Well, it turns out that Google Analytics has changed how it records and reports the keywords that generate traffic to your website. The reason? Well, for privacy reasons (Google’s privacy reasons), when a user initiates a keyword search while logged into their Google Account, the keywords they use to find your website will not be shown in Google Analytics. Instead, those keywords will be shown under the word “(Not Provided).”  To say that another way, the keyword (Not Provided) represents any, and all, keywords used by people who found your website through a Google search query while logged into their Google Account.  This means that some of the keywords used to find your site will be invisible to you in Google Analytics, Omniture, and other analytics systems. But, there are two things you can do to get a more complete picture of all the keywords used to find your site:

  1. Use Google Webmaster Tools.   Within Google’s suite of tools, this tool allows you to find the top 1,000 search queries used to drive traffic to your website (30 days view).
  2. Do the math.  It’s highly probable, and reasonable to believe, that the keywords which are displayed are the same set of keywords that are withheld and embedded in the “Not Provided” group. Remember, the key difference between a keyword that is hidden under the moniker of “(Not Provided)”,  and keywords not hidden, is whether the searching party was logged-in to Google at the time of the search.  It is reasonable to believe that within the Universe of people querying Google that those people who are logged-in are using the same keywords as those people who are not logged-in to Google. So, under that assumption, we can use the proportion of keywords shown (not hidden), and apply those proportions to the quantity of hidden “(Not Provided)” keywords to determine the overall quantity of each keyword.  To illustrate my point, here is a simple example:  if I had keywords as follows: 6 Social Media Dashboard, 4 Unilyzer and 10 (Not Provided) – then,  a total of 20 keywords (6 +4 +10) drove traffic to my site which is Unilyzer.com.  Now, I see that 60% of the keywords provided were “Social Media Dashboard” and 40% were “Unilyzer” – so, I can reasonably assume that 60% of the keywords in the “(Not Provided)” bucket, were probably the keyword “Social Media Dashboard.” Following this logic, the 20 keywords are probably as follows: 12 Social Media Dashboard + 8 Unilyzer.  This kind of deduction is commonly used in analytics to make estimates.  Can you be sure the conclusion is 100% correct?  No, but it will be close. To support this logic further, it is reasonable to believe that within the Universe of people querying Google that those people who are logged-in are using the same keywords as those people who are not logged-in to Google.

With all this said, the bottom line is that this change puts a little fog on the window of visibility into which keyword searches are driving traffic to your website.

I understand the reason and respect Google’s efforts to reinforce user privacy on the web, however next time they consider a change, I really hope they will consider how this looks on my Unilyzer Social Media Dashboard……

Final note, here is an excerpt from Google’s official blog, in their own words, and as it relates to the new keyword (Not Provided):

“As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users. Over the next few weeks, many of you will find yourselves redirected to https://www.google.com (note the extra “s”) when you’re signed in to your Google Account. This change encrypts your search queries and Google’s results page. This is especially important when you’re using an unsecured Internet connection, such as a WiFi hotspot in an Internet cafe. You can also navigate tohttps://www.google.com directly if you’re signed out or if you don’t have a Google Account.”

Source: The Official Google Blog

ABOUT THE AUTHOR:

Emilio 40x40 Google Analytics Keyword: (Not Provided)Emilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area.  His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of  Unilyzer® .

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Dashboard Metrics Glossary

posted by Eman
Saturday, December 3, 2011
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Dashboard Metrics Glossary

Terms covered in this glossary include categories such as:  Business Intelligence, Data Integration, Dashboard Visualization, Social Media Metrics, Social Media Dashboards, Web Metrics, Dashboard Software, Dashboard Software Vendors, Building Dashboards and more……

Business Intelligence – an umbrella business term that refers to the devices and concepts used to process data into intelligence in a business context.  Devices include software, hardware, and people while concepts include data visualization, scorecards, key performance indicators and the like which help business management teams measure, monitor, and manage business operations towards successful achievement of business objectives.

Dashboard – a visual display of key information usually used in a business operational setting.  Article: What Is A Dashboard?

Dashboard Software – software used to display data in visual format. Dashboard software typically includes the ability to do any of the following:  connect to data sources, transform data into KPI’s, make graphical objects (pie charts, meters, maps, bar graphs, etc.), combine and organize graphical objects to form a dashboard, and share the dashboard.

Dashboard Methodology – an approach to building dashboards that typically includes the following components:

  • Analyze the purpose and goals of the dashboard(s)
  • Explore existing information system to determine technical requirements

Create metric and key performance indicators, design reports and dashboards

  • Implement Dashboards and Train Users on how to navigate the platform
Dashboard Solutions – software that offer a any, or all of the following features and capabilities:
  • Interactivity: filtering, highlighting, and details on demand
  • The ability to combine multiple data sources
  • Fast dashboard creation by technical or  non-technical user(s)
  • Sharing and Security Features
  • Visual analysis

Data-to-Dashboard – a term coined by Eman Bass, llc in 1996 and a synonym for “end-to-end” but only in context to the creation of data dashboards.  For example, a “data-to-dashboard solution” would include all end-to-end aspects of creating dashboards which include (in broad terms), 1) Data Collection, Integration, Warehousing, 2) Data Transformation, and  3) Delivery of information in the form of Dashboards and Scorecards (via online, mobile, or traditional methods).  A supplementary data-to-dashboard service would include analysis, modeling and data interpretation support.

Data-to-Dashboard.com – a website geared towards providing information, education, and services focused on the facets, directly or indirectly related to data-to-dashboard solutions.

Dashboard Vendor – a company that provides dashboard software. Dashboard software vendors can be found via paid advertisements, organic search and social media networks.  Dashboard vendors can also be shopped on data-to-dashboard.com via paid ads and sponsors.

Data Visualization – the practice of creating images, charts, graphics, maps, and other visual depictions that help a user make sense of huge amounts of data.

Data Visualization Objects – Maps, line charts, graphs, funnels, pyramids, meters, gauges, bar charts, scatter plots, and other graphical objects used to present aggregated data.

Digital Dashboard-  a digital dashboard is a collection of data visualization objects that enable a viewer to quickly get an overview of how an organization, or part of an organization, is performing. A digital dashboard achieves this goal by allowing a user to monitor important business activities and processes that give insight into a company’s activities.  Digital Dashboards are made available on websites and/or on mobile devices. Digital Dashboards are used in all industries including Manufacturing, Financial, Healthcare, Retail, Education and Energy.

Facebook Metrics Dashboarda dashboard that provides a wide array of key metrics about how a fan page is performing in the areas of

  1. Growing reach – this includes expanding a fan base both demographically and geographically through the use of engaging and relevant content.
  2. Audience engagement - engaging and relevant content will cause fans to talk about a brand via any of the following: Like your Page, Like your Post, Commented on your Post, Shared your Post, Answered your Question, Respond to your Event, Mentioned your Page, Tagged your Page in a Photo,  checked in your place, or recommended your place – by doing any of these things, fans are talking about you on Facebook which extends reach as more and more people see your brand and spread the word.
  3. Referral Sources – where people find your page.  This helps you understand where you are getting the most visibility.
  4. Page Like Sources – tells you from where people like your page.  This helps you understand where you page gets friendly exposure.
  5. Geographic Engagement – tells you what geographic regions get the most engaged activity. This helps you understand the location(s) of your most of your advocates exist and could help target marketing activity.
  6. Demographic Profile of Fans – gives a clear picture of the the age and gender of your fans.  This helps create appropriate messaging and products.

Graph – a visual display of data that includes a scale and one or more axes. Examples of graphs include: bar charts, pie charts, line charts, scatterplots, and the like.

Key Performance Indicator - a metric that measures performance of an activity that is critical to the success of the organization.

Lagging Indicator – a metric that measures activity that has happened in the past.

Leading Indicator – a metric that measures activity which will affect future performance of another activity.

Social Media Dashboard – a dashboard that visually displays key information relative to social media activity. The dashboard is a feedback loop that helps social media managers determine the reach and response of their social media tactics. An example of metrics that would be displayed on a social media dashboard are as follows:  visits, visitors, time on site, time on page, bounce rate, traffic source, top pages viewed, fans, followers, subscribers, connections, diggs, retweets, favorites, video views, and more of the like.  An example of a social media analytics dashboard is Unilyzer – the social media dashboard.

Social Media and Web Metrics – a means to measure the impact and effectiveness of social media on a website’s traffic, brand promise, and conversion success.  A short list of social media metrics include the following:

  • Bounce Rate – a measure of how how many people quickly leave a site after reaching it.  A high bounce rate can be caused by poor landing pages, misleading advertisements, poor content, or otherwise unexpected content relative to the advertisement or message used to create a web site visit.
  • LinkedIn Connections – this is the number of 1st degree connections you have on LinkedIn.  Remember that 2nd order connections matter as well because they extend potential reach.
  • Net Reach – the number of people who see your message or advertisement.  Net Reach is a way to measure the breadth, spread, or range of a message. The message can be in the form of a URL, advertisement, video, or other form of strategic digital content. The means for distribution the message on social media might be twitter, facebook, youtube, linkedin, stumbleupon, or other social media networks. Thus, Net Reach would be a measure that includes a fraction of twitter followers, facebook fans, linkedin connections, youtube subscribers, website visitors, and more of the same.
  • Pageviews – the number of times a web page is served which provides a top-level measure of the websites popularity.
  • Pages-per-Visit - the average number of web site pages served to unique visitors of a web site.  This measure will can vary from 1 – 20+ pages per visit depending on the purpose of the website.  Thus, to determine whether performance is poor, good or great, several factors need to be considered including; 1) type of site and the benchmark for such sites, 2)desired sequence of page visits needed to meet a goal.
  • Visitors – the number of unique web site viewers.
  • Visits – the number of website visits (as opposed to visitors). This metric helps determine the level of repeat viewing by visitors and can thus help determine customer loyalty.  For example, 1 visitor (unique person) can visit a website 20 times during a given period, thus the visitors = 1 while visits = 20.
  • Twitter Clicks – the number of people that click on a link distributed via twitter.
  • Twitter Followers – the number of twitter profiles that have agreed to communicate with your twitter account.  A measure of how many people would receive a message sent via twitter, but not necessarily the number of people that will see the message.
  • Twitter Mentions - the number of times twitter users talk about your brand using the @ tag.  A measure of how many people are talking about your brand.
  • Twitter Retweets – the number of times a twitter user rebroadcasts your twitter message to their own twitter followers.  Retweets are a prized event because they extend can extend a message’s reach dramatically.  For example, if you send a tweet to your hypothetical 250 followers, and one of those followers retweets that message to their 4.2 million followers then you have extended your reach dramatically.  This implies that reach is not purely based on 1st degree followers, but on followers of followers (2nd, 3rd, and 4th degree followers).
  • Facebook Comments – the number of times people comment about your brand on Facebook.  This metric helps determine the whether people are talking about your brand.
  • Facebook Engaged Users –  the number of unique people who have clicked anywhere on your post. Engagement includes: video plays, photo views, link clicks, other clicks and “stories generated” (see stories generated definition below).
  • Facebook Fans – the number of people who have “liked” a fan page and thus have opted-in to receiving a brand’s advertising messages.  It’s easy to see how the number of fans is a component of overall reach.  Remember that fans have friends, and friends can see when a another friend ‘fans’ a brand, thus creating further visibility for the brand that was “liked” – all this means that each fan brings a 2nd, 3rd and 4th order of potential reach with them.
  • Facebook Friends of Fans –  the number of unique people who are friends with your fans, including your current fans.
  • Facebook Likes – the number of people that “like” a comment, video, or other piece of content on a fan page.
  • Facebook “Peope Talking About This” – a metric provided by Facebook Insight’s and is the number of unique people who have “created a story” about your fan page in the time period.
  • Facebook Total Reach – the number of unique people who have seen any content associated with your fan page (including any Ads or “Sponsored Stories” pointing to your fan page) in the time period.
  • Facebook Stories Generated – stories include: liking, commenting on or sharing a post, answering a question or RSVP’ing to an event.
  • Facebook Virality – the number of unique people who have created a story from your fan page post as a percentage of the number of unique people who’ve seen it.
  • Facebook Wall Posts – this metric counts the number of posts placed on a fan page wall and thus measures the frequency of content activity on a fan page wall.
  • Social Media Amplification Rate – a metric that considers how often people re-share messages.  When people retweet your Twitter messages and share your content on Facebook, this activity increases the amplification rate.  Amplification rate quantifies how often a message will reach beyond 1st order reach.
  • Social Media Conversation Rate – the rate at which people reply to your posts on Social Media Channels like Facebook, Twitter, LinkedIn and Youtube.  This metric helps measure how engaging are an authors comments.

ABOUT THE AUTHOR:

Emilio 40x40 Dashboard Metrics GlossaryEmilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area.  His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of  Unilyzer® .

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Unilyzer Video – Social Media Marketing Software

posted by Eman
Friday, January 7, 2011
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This video of Unilyzer’s Social Media Marketing software demonstrates many of the platforms capabilities. Take a look.

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USING FACEBOOK  FAN PAGE INSIGHTS

Social Media Marketers need insights and analytics to manage Facebook fan pages.  Facebook, as you might know,  provides fan page analytics.  It is available to Facebook page administrators, and works with pages that have at least 30 LIKES.
home quote 2 How to Track Facebook Fan Pages | Facebook Analytics
This article outlines information available directly from Facebook Insights, and then show how to take Facebook page analytics to the next level with Unilyzer, a business intelligence platform adapted for social analytics.

First, let’s cover the basics. Facebook Insights information comes in two categories: USERS and INTERACTIONS:

USERS

  • Monthly Active Users – number of active users during the month.
  • Daily New Likes – number of daily new LIKES.
  • Total Likes – the cumulative number of lifetime LIKES.
  • LifeTime Total Likes – line graph showing lifetime number of page LIKES over time.
  • Daily Active Users – line graph showing daily active users over time.

Below is an example of a line graph provided by Facebook Insights:

Facebook Insights Image How to Track Facebook Fan Pages | Facebook Analytics

User Demographics

  • Gender:  Male | Female
  • Age:  18-24, 25-34, 35-44, 45-54, 55+
  • Country
  • Language

Facebook Insights Image demographics How to Track Facebook Fan Pages | Facebook Analytics

User Activity

  • PageViews -  total hits to your Facebook page.
  • Unique Pageviews – total unique logged-in users who visited your Facebook page.
  • Tabe Views – the tabs that were viewed visitors to your Facebook page.
  • External Referrers – top referring external domains to your Facebook page.
  • Media Consumption –  after you post a Facebook  video, photo, or audio clip, the number of times those things are consumed by viewers to your Facebook page.

INTERACTIONS

  • Daily Post Views
  • Daily Post Feedback
  • Daily Story Likes – number of people that liked the stories you posted on your page.
  • Daily Story Comments – number of comments posted on your stories.

Interactions Other

  • Wrote on your wall
  • Uploaded Photos
  • Uploaded Video
  • Unsubscribe from your Facebook Page

If you are the administrator of a fan page, you can install Facebook Insights by clicking here.

WANT TO TAKE IT TO THE NEXT LEVEL?

Now that you know about analytics available from Facebook Insights, you might be interested in combining Facebook analytics with fan page metrics from Google Analytics as well as metrics from other social media networks.  Well, that can easily be done.

Introducing Unilyzer – a comprehensive social analytics platform, provides a nice suite of analytics reporting, dashboards, and charts.  Unilyzer is integrated with Facebook Insights Graph API and uses Insights data as part of a social media marketing campaign performance management framework of dashboards, social reports, and charting tools.  In addition, Unilyzer provides attractive visualization of campaign performance metrics and provides unique distribution capabilities.  Users can deliver dashboards and reporting to constituents via email, image, or publish to the web.

Integrating Facebook Insights into the Unilyzer Dashboard is easy.  Below is a snapshot of Facebook metrics as they appear on the Unilyzer Dashboard.  Momentum indicators, data source, and nominal values are give on each metric.  Green arrows show increased momentum, Red arrows show decreasing momentum, and the double-tilde symbol means No Change.  Momentum is assessed as a daily average compared to the daily average of the previous time frame.

Facebook Badges1 How to Track Facebook Fan Pages | Facebook Analytics

Unilyzer Social Media Dashboard | Facebook Insights Integration

The dashboard depiction below shows how Facebook metrics are lined up next to those from YouTube and Twitter.  So the Dashboard user can get a 360 degree assessment at a glance without logging into those platforms individually.  Social managers can keep a pulse on each social media campaign by using the Unilyzer Dashboard.  To take the analysis further, under the MENU section (green tab) of this user interface, the user can access a suite of social reports and charting tools.  Finally, under the MENU | TOOLS section, the user can use twitter or social mention to search for mentions about a keyword.

UniTemplate Big 3 a1 How to Track Facebook Fan Pages | Facebook Analytics

How to track facebook fans using Unilyzer – click here.

To read more about Unilyzer Features click here.

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