“How do I measure the value of my “upper funnel” keywords?” People ask me this all the time. Upper funnel keywords are typically those that are used by Customers who are early in their consideration life cycle, they have not made up their mind. They are keywords that introduce people to you. They don’t convert, that happens later in the life cycle (say as they move from “curious” to “interested” to “consideration” to…). So how to measure value of those keywords? [You can also apply this to targeted email campaigns or other marketing adventures.] Before I answer that question let…
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The Google Analytics team announced the release of seven features today. The next stage in the metamorphosis of the popular web analytics tool. [Update: The team at Google has released a powerful new upgrade to its advanced segmentation feature, you can read about how to use it here: Google Analytics Visitor Segmentation: Users, Sequences, Cohorts!] Without a doubt the feature that I am most excited about is Advanced Segmentation. This has been a long time coming (can you sense my pushiness!), and in this post I wanted to share with you all how to use this awesome feature. Along the…