How a Google Analytics change may be skewing your view of SEO’s value
Columnist Janet Driscoll Miller explains why you might not be accurately accounting for organic search referrals since the upgrade to Universal Analytics -- and details how to fix this issue.
When doing search engine optimization, either for clients or as an in-house marketer, we must accurately measure the impact SEO is making on our websites, leads and revenue.
Measuring our success in SEO helps us to justify the importance of its role in marketing, ensure budget allocation and solidify our roles in the organization. Tracking these statistics can literally mean the difference between keeping your job or not.
One trusty tool in our bag of resources has often been Google Analytics. Last year, BuiltWith reported that 69.5 percent of Quantcast’s Top 10,000 sites (based on traffic) were using Google Analytics. If you’re using Google Analytics, though, are you truly tracking your organic traffic accurately?
Launched in 2012, Google Universal Analytics came out of beta in April 2014. For those of us who had been using the original Google Analytics (now called Google Classic Analytics), Google first gave us the choice to upgrade. But eventually, Google decided to sunset Classic Analytics, and all sites were required to upgrade to Universal Analytics. If site owners didn’t upgrade manually, Google would automatically upgrade the sites. At this point, Google has now upgraded all properties to Universal Analytics.