Tag Archive | "Ways"

5 Ways You Might Mess up When Running SEO Split Tests

Posted by sam.nemzer

SEO split testing is a relatively new concept, but it’s becoming an essential tool for any SEO who wants to call themselves data-driven. People have been familiar with A/B testing in the context of Conversion Rate Optimisation (CRO) for a long time, and applying those concepts to SEO is a logical next step if you want to be confident that what you’re spending your time on is actually going to lead to more traffic.

At Distilled, we’ve been in the fortunate position of working with our own SEO A/B testing tool, which we’ve been using to test SEO recommendations for the last three years. Throughout this time, we’ve been able to hone our technique in terms of how best to set up and measure SEO split tests.

In this post, I’ll outline five mistakes that we’ve fallen victim to over the course of three years of running SEO split tests, and that we commonly see others making.

What is SEO Split testing?

Before diving into how it’s done wrong (and right), it’s worth stopping for a minute to explain what SEO split testing actually is.

CRO testing is the obvious point of comparison. In a CRO test, you’re generally comparing a control and variant version of a page (or group of pages) to see which performs better in terms of conversion. You do this by assigning your users into different buckets, and showing each bucket a different version of the website.

In SEO split testing, we’re trying to ascertain which version of a page will perform better in terms of organic search traffic. If we were to take a CRO-like approach of bucketing users, we would not be able to test the effect, as there’s only one version of Googlebot, which would only ever see one version of the page.

To get around this, SEO split tests bucket pages instead. We take a section of a website in which all of the pages follow a similar template (for example the product pages on an eCommerce website), and make a change to half the pages in that section (for all users). That way we can measure the traffic impact of the change across the variant pages, compared to a forecast based on the performance of the control pages.

For more details, you can read my colleague Craig Bradford’s post here.

Common SEO Split Testing Mistakes

1. Not leaving split tests running for long enough

As SEOs, we know that it can take a while for the changes we make to take effect in the rankings. When we run an SEO split test, this is borne out in the data. As you can see in the below graph, it takes a week or two for the variant pages (in black) to start out-stripping the forecast based on the control pages (in blue).


A typical SEO split test — it often takes a couple of weeks for the uplift to show.

It’s tempting to panic after a week or so that our test might not be making a difference, and call it off as a neutral result. However, we’ve seen over and over again that things often change after a week or two, so don’t call it too soon!

The other factor to bear in mind here is that the longer you leave it after this initial flat period, the more likely it is that your results will be significant, so you’ll have more certainty in the result you find.

A note for anyone reading with a CRO background — I imagine you’re shouting at your screen that it’s not OK to leave a test running longer to try and reach significance and that you must pre-determine your end date in order for the results to be valid. You’d be correct for a CRO test measured using standard statistical models. In the case of SEO split tests, we measure significance using Bayesian statistical methods, meaning that it’s valid to keep a test running until it reaches significance and you can be confident in your results at that point.

2. Testing groups of pages that don’t have enough traffic (or are dominated by a small number of pages)

The sites we’ve been able to run split tests on using Distilled ODN have ranged in traffic levels enormously, as have the site sections on which we’ve attempted to run split tests. Over the course of our experience with SEO split testing, we’ve generated a rule of thumb: if a site section of similar pages doesn’t receive at least 1,000 organic sessions per day in total, it’s going to be very hard to measure any uplift from your split test. If you have less traffic than that to the pages you’re testing, any signal of a positive or negative test result would be overtaken by the level of uncertainty involved.

Beyond 1,000 sessions per day, in general, the more traffic you have, the smaller the uplift you can detect. So far, the smallest effect size we’ve managed to measure with statistical confidence is a few percent.

On top of having a good amount of traffic in your site section, you need to make sure that your traffic is well distributed across a large number of pages. If more than 50 percent of the site section’s organic traffic is going to three or four pages, it means that your test is vulnerable to fluctuations in those pages’ performance that has nothing to do with the test. This may lead you to conclude that the change that you are testing is having an effect when it is actually being swayed by an irrelevant factor. By having the traffic well distributed across the site section, you ensure that these page-specific fluctuations will even themselves out and you can be more confident that any effect you measure is genuine.

3. Bucketing pages arbitrarily

In CRO tests, the best practice is to assign every user randomly into either the control and variant group. This works to ensure that both groups are essentially identical, because of the large number of users that tends to be involved.

In an SEO split test, we need to apply more nuance to this approach. For site sections with a very large number of pages, where the traffic is well distributed across them, the purely random approach may well lead to a fair bucketing, but most websites have some pages that get more traffic, and some that get less. As well as that, some pages may have different trends and spikes in traffic, especially if they serve a particular seasonal purpose.

In order to ensure that the control and variant groups of pages are statistically similar, we create them in such a way that they have:

  • Similar total traffic levels
  • Similar distributions of traffic between pages within them
  • Similar trends in traffic over time
  • Similarity in a range of other statistical measures

4. Running SEO split tests using JavaScript

For a lot of websites, it’s very hard to make changes, and harder still to split test them. A workaround that a lot of sites use (and that I have recommended in the past), is to deploy changes using a JavaScript-based tool such as Google Tag Manager.

Aside from the fact that we’ve seen pages that rely on JavaScript perform worse overall, another issue with this is that Google doesn’t consistently pick up changes that are implemented through JavaScript. There are two primary reasons for this:

  • The process of crawling, indexing, and rendering pages is a multi-phase process — once Googlebot has discovered a page, it first indexes the content within the raw HTML, then there is often a delay before any content or changes that rely on JavaScript are considered.
  • Even when Googlebot has rendered the JavaScript version of the page, it has a cut-off of five seconds after which it will stop processing any JavaScript. A lot of JavaScript changes to web pages, especially those that rely on third-party tools and plugins, take longer than five seconds, which means that Google has stopped paying attention before the changes have had a chance to take effect.

This can lead to inconsistency within tests. For example, if you are changing the format of your title tags using a JavaScript plugin, it may be that only a small number of your variant pages have that change picked up by Google. This means that whatever change you think you’re testing doesn’t have a chance of demonstrating a significant effect.

5. Doing pre/post tests instead of A/B tests

When people talk colloquially about SEO testing, often what they mean is making a change to an individual page (or across an entire site) and seeing whether their traffic or rankings improve. This is not a split test. If you’re just making a change and seeing what happens, your analysis is vulnerable to any external factors, including:

  • Seasonal variations
  • Algorithm updates
  • Competitor activity
  • Your site gaining or losing backlinks
  • Any other changes you make to your site during this time

The only way to really know if a change has an effect is to run a proper split test — this is the reason we created the ODN in the first place. In order to account for the above external factors, it’s essential to use a control group of pages from which you can model the expected performance of the pages you’re changing, and know for sure that your change is what’s having an effect.

And now, over to you! I’d love to hear what you think — what experiences have you had with split testing? And what have you learned? Tell me in the comments below! 

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38 Ways to Boost Your Content Confidence … Every Time You Publish

The life of a content marketer is always intense. The deadlines, the flow of ideas, the juggling of writing, promotion,…

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3 Quick Ways to Transmogrify Photos with Smart Cropping

Cut it out. Cut out the boring parts. Cut out the irrelevant. Cut out the extraneous details that take away…

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11 Ways to Stay an Alert Copywriter and Content Marketer (If Taking a Nap Isn’t an Option)

Well, this week was anything but sugarcoated. We got right into it. How do you stay motivated to do great…

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8 Ways to Weave Simple Visuals into Your Kick-Ass Words

It happened somewhere around third grade, when you were about nine years old. Do you remember? Before that age, we…

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4 Unconventional Ways to Become a Better SEO

Posted by meagar8

Let’s get real for a moment: As much as we hear about positive team cultures and healthy work environments in the digital marketing space, many of us encounter workplace scenarios that are far from the ideal. Some of us might even be part of a team where we feel discouraged to share new ideas or alternative solutions because we know it will be shot down without discussion. Even worse, there are some who feel afraid to ask questions or seek help because their workplace culture doesn’t provide a safe place for learning.

These types of situations, and many others like it, are present in far too many work environments. But what if I told you it doesn’t have to be this way? 

Over the last ten years as a team manager at various agencies, I’ve been working hard to foster a work environment where my employees feel empowered to share their thoughts and can safely learn from their mistakes. Through my experiences, I have found a few strategies to combat negative culture and replace it with a culture of vulnerability and creativity.

Below, I offer four simple steps you can follow that will transform your work environment into one that encourages new ideas, allows for feedback and positive change, and ultimately makes you and your team better digital marketers.

Vulnerability leads to creativity

I first learned about the impact of vulnerability after watching a viral TED talk by Dr. Brene Brown. She defined vulnerability as “uncertainty, risk, and emotional exposure.” She also described vulnerability as “the birthplace of love, belonging, joy, courage, empathy, and creativity.” From this, I learned that to create a culture of vulnerability is to create a culture of creativity. And isn’t creativity at the heart of what we SEOs do?

A culture of vulnerability encourages us to take risks, learn from mistakes, share insights, and deliver top results to our clients. In the fast-paced world of digital marketing, we simply cannot achieve top results with the tactics of yesterday. We also can’t sit around and wait for the next Moz Blog or marketing conference, either. Our best course of action is to take risks, make mistakes, learn from those mistakes, and share insights with others. We have to learn from those with more experience than us and share what we know to those with less experience. In other words, we have to be vulnerable.

Below is a list of four ways you can help create a culture of vulnerability. Whether you are a manager or not, you can impact your team’s culture.

1. Get a second pair of eyes on your next project

Are you finishing up an exciting project for your client? Did you just spend hours of research and implementation to optimize the perfect page? Perfect! Now go ask someone to critique it!

As simple as it sounds, this can make a huge difference in fostering a culture of creativity. It’s also extremely difficult to do.

Large or small, every project or task we complete should be the best your team can provide. All too often, however, team members work in silos and complete these projects without asking for or receiving constructive feedback from their teammates before sending it to the client. This leaves our clients and projects only receiving the best one person can provide rather than the best of an entire team.

We all work with diverse team members that carry varying levels of experience and responsibilities. I bet someone on your team will have something to add to your project that you didn’t already think of. Receiving their feedback means every project that you finish or task that you complete is the best your team has to offer your clients.

Keep in mind, though, that asking for constructive feedback is more than just having someone conduct a “standard QA.” In my experience, a “standard QA” means someone barely looked over what you sent and gave you the thumbs up. Having someone look over your work and provide feedback is only helpful when done correctly.

Say you’ve just completed writing and editing content to a page and you’ve mustered up the courage to have someone QA your work. Rather than sending it over, saying “hey can you review this and make sure I did everything right,” instead try to send detailed instructions like this:

“Here is a <LINK> to a page I just edited. Can you take 15 minutes to review it? Specifically, can you review the Title Tag and Description? This is something the client said is important to them and I want to make sure I get it right.”

In many cases, you don’t need your manager to organize this for you. You can set this up yourself and it doesn’t have to be a big thing. Before you finish a project or task this week, work with a team member and ask them for help by simply asking them to QA your work. Worried about taking up too much of their time? Offer to swap tasks. Say you’ll QA some of their work if they QA yours.

Insider tip

You will have greater success and consistency if you make QA a mandatory part of your process for larger projects. Any large project like migrating a site to https or conducting a full SEO audit should have a QA process baked into it.

Six months ago I was tasked to present one of our 200+ point site audits to a high profile client. The presentation was already created with over 100 slides of technical fixes and recommendations. I’m normally pretty comfortable presenting to clients, but I was nervous about presenting such technical details to THIS particular client.

Lucky for me, my team already had a process in place for an in-depth QA for projects like this. My six team members got in a room and I presented to them as if they were the client. Yes, that’s right, I ROLE PLAYED! It was unbearably uncomfortable at first. Knowing that each of my team members (who I respect a whole lot) are sitting right in front of me and making notes on every little mistake I make.

After an agonizing 60 minutes of me presenting to my team, I finished and was now ready for the feedback. I just knew the first thing out of their mouths would be something like “do you even know what SEO stands for?” But it wasn’t. Because my team had plenty of practice providing feedback like this in the past, they were respectful and even more so, helpful. They gave me tips on how to better explain canonicalization, helped me alter some visualization, and gave me positive feedback that ultimately left me confident in presenting to the client later that week.

When teams consistently ask and receive feedback, they not only improve their quality of work, but they also create a culture where team members aren’t afraid to ask for help. A culture where someone is afraid to ask for help is a toxic one and can erode team spirit. This will ultimately decrease the overall quality of your team’s work. On the other hand, a culture where team members feel safe to ask for help will only increase the quality of service and make for a safe and fun team working experience.

2. Hold a half-day all hands brainstorm meeting

Building strategies for websites or solving issues can often be the most engaging work that an SEO can do. Yes that’s right, solving issues is fun and I am not ashamed to admit it. As fun as it is to do this by yourself, it can be even more rewarding and infinitely more useful when a team does it together.

Twice a year my team holds a half-day strategy brainstorm meeting. Each analyst brings a client or issues they are struggling to resolve its website performance, client communication, strategy development, etc. During the meeting, each team member has one hour or more to talk about their client/issue and solicit help from the team. Together, the team dives deep into client specifics to help answer questions and solve issues.

Getting the most out of this meeting requires a bit of prep both from the manager and the team.

Here is a high-level overview of what I do.

Before the Meeting

Each Analyst is given a Client/Issue Brief to fill out describing the issue in detail. We have Analysts answer the following 5 questions:

  1. What is the core issue you are trying to solve?
  2. What have you already looked into or tried?
  3. What haven’t you tried that you think might help?
  4. What other context can you provide that will help in solving this issue?

After all client briefs are filled out and about 1-2 days prior to the half day strategy meeting I will share all the completed briefs to the team so they can familiarize themselves with the issues and come prepared to the meeting with ideas.

Day of the Meeting

Each Analyst will have up to an hour to discuss their issue with the team. Afterwards, the team will deep dive into solving it. During the 60 minute span, ideas will be discussed, Analysts will put on their nerd hats and dive deep into Analytics or code to solve issues. All members of the team are working toward a single goal and that is to solve the issue.

Once the issues is solved the Analyst who first outlined the issue will readback the solutions or ideas to solving the issue. It may not take the full 60 minutes to get to a solution. Whether it takes the entire time or not after one issue is solved another team member announces their issue and the team goes at it again.

Helpful tips

  • Depending on the size of your team, you may need to split up into smaller groups. I recommend 3-5.
  • You may be tempted to take longer than an hour but in my experience, this doesn’t work. The pressure of solving an issue in a limited amount of time can help spark creativity.

This meeting is one of the most effective ways my team practices vulnerability allowing the creativity flow freely. The structure is such that each team member has a way to provide and receive feedback. My experience has been that each analyst is open to new ideas and earnestly listens to understand the ways they can improve and grow as an analyst. And with this team effort, our clients are benefitting from the collective knowledge of the team rather than a single individual.

3. Solicit characteristic feedback from your team

This step is not for the faint of heart. If you had a hard time asking for someone to QA your work or presenting a site audit in front of your team, then you may find this one to be the toughest to carry out.

Once a year I hold a special meeting with my team. The purpose of the meeting is to provide a safe place where my employees can provide feedback about me with their fellow teammates. In this meeting, the team meets without me and anonymously fills out a worksheet telling me what I should start doing, stop doing, and keep doing.

Why would I subject myself to this, you ask?

How could I not! Being a great SEO is more than just being great at SEO. Wait, what?!? Yes, you read that right. None of us work in silos. We are part of a team, interact with clients, have expectations from bosses, etc. In other words, the work we do isn’t only technical audits or site edits. It also involves how we communicate and interact with those around us.

This special meeting is meant to focus more on our characteristics and behaviors, over our tactics and SEO chops, ensuring that we are well rounded in our skills and open to all types of feedback to improve ourselves.

How to run a keep/stop/start meeting in 4 steps:

Step 1: Have the team meet together for an hour. After giving initial instructions you will leave the room so that it is just your directs together for 45 minutes.

Step 2: The team writes the behaviors they want you to start doing, stop doing, and keep doing. They do this together on a whiteboard or digitally with one person as a scribe.

Step 3: When identifying the behaviors, the team doesn’t need to be unanimous but they do need to mostly agree. Conversely, the team should not just list them all independently and then paste them together to make a long list.

Step 4: After 45 minutes, you re-enter the room and over the next 15 minutes the team tells you about what they have discussed

Here are some helpful tips to keep in mind:

  • When receiving the feedback from the team you only have two responses you can give, “thank you” or ask a clarifying question.
  • The feedback needs to be about you and not the business.
  • Do this more than once. The team will get better at giving feedback over time.

Here is an example of what my team wrote during my first time running this exercise.

Let’s break down why this meeting is so important.

  1. With me not in the room, the team can discuss openly without holding back.
  2. Having team members work together and come to a consensus before writing down a piece of feedback ensures feedback isn’t from a single team member but rather the whole team.
  3. By leaving the team to do it without me, I show as a manager I trust them and value their feedback.
  4. When I come back to the room, I listen and ask for clarification but don’t argue which helps set an example of receiving feedback from others
  5. The best part? I now have feedback that helps me be a better manager. By implementing some of the feedback, I reinforce the idea that I value my team’s feedback and I am willing to change and grow.

This isn’t just for managers. Team members can do this themselves. You can ask your manager to go through this exercise with you, and if you are brave enough, you can have you teammates do this for you as well.

4. Hold a team meeting to discuss what you have learned recently

Up to this point, we have primarily focused on how you can ask for feedback to help grow a culture of creativity. In this final section, we’ll focus more on how you can share what you have learned to help maintain a culture of creativity.

Tell me if this sounds familiar: I show up at work, catch up on industry news, review my client performance, plug away at my to-do list, check on tests I am running and make adjustments, and so on and so forth.

What are we missing in our normal routines? Collaboration. A theme you may have noticed in this post is that we need to work together to produce our best work. What you read in industry news or what you see in client performance should all be shared with team members.

To do this, my team put together a meeting where we can share our findings. Every 2 weeks, my team meets together for an hour and a half to discuss prepared answers to the following four questions.

Question 1: What is something interesting you have read or discovered in the industry?

This could be as simple as sharing a blog post or going more in depth on some research or a test you have done for a client. The purpose is to show that everyone on the team contributes to how we do SEO and helps contribute knowledge to the team.

Question 2: What are you excited about that you are working on right now?

Who doesn’t love geeking out over a fun site audit, or that content analysis that you have been spending weeks to build? This is that moment to share what you love about your job.

Question 3: What are you working to resolve?

Okay, okay, I know. This is the only section in this meeting that talks about issues you might be struggling to solve. But it is so critical!

Question 4: What have you solved?

Brag, brag, brag! Every analyst has an opportunity to share what they have solve. Issues they overcame. How they out-thought Google and beat down the competition.

In conclusion

Creativity is at the heart of what SEOs do. In order to grow in our roles, we need to continue to expand our minds so we can provide stellar performance for our clients. To do this requires us to receive and give out help with others. Only then will we thrive in a culture that allows us to be safely vulnerable and actively creative.

I would love to hear how your team creates a culture of creativity. Comment below your ideas!

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3 Ways Marketing Automation Can Mess Up Perfectly Good Copy (and How to Fix Them)

Pretty much every online business on the planet uses marketing automation in one way or another. Honestly, it would be…

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5 Easy Ways to Transform Your Website into a Standout Salesperson

Most freelancers I know hate selling. And I can include myself in that bunch. Whether it’s a fear of rejection,…

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3 Not-So-Obvious Ways to Nurture Your Creativity

This week was all about nurturing your creative spark — in new ways that you might not have considered before….

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4 Ways to Improve Your Data Hygiene – Whiteboard Friday

Posted by DiTomaso

We base so much of our livelihood on good data, but managing that data properly is a task in and of itself. In this week’s Whiteboard Friday, Dana DiTomaso shares why you need to keep your data clean and some of the top things to watch out for.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi. My name is Dana DiTomaso. I am President and partner at Kick Point. We’re a digital marketing agency, based in the frozen north of Edmonton, Alberta. So today I’m going to be talking to you about data hygiene.

What I mean by that is the stuff that we see every single time we start working with a new client this stuff is always messed up. Sometimes it’s one of these four things. Sometimes it’s all four, or sometimes there are extra things. So I’m going to cover this stuff today in the hopes that perhaps the next time we get a profile from someone it is not quite as bad, or if you look at these things and see how bad it is, definitely start sitting down and cleaning this stuff up.

1. Filters

So what we’re going to start with first are filters. By filters, I’m talking about analytics here, specifically Google Analytics. When go you into the admin of Google Analytics, there’s a section called Filters. There’s a section on the left, which is all the filters for everything in that account, and then there’s a section for each view for filters. Filters help you exclude or include specific traffic based on a set of parameters.

Filter out office, home office, and agency traffic

So usually what we’ll find is one Analytics property for your website, and it has one view, which is all website data which is the default that Analytics gives you, but then there are no filters, which means that you’re not excluding things like office traffic, your internal people visiting the website, or home office. If you have a bunch of people who work from home, get their IP addresses, exclude them from this because you don’t necessarily want your internal traffic mucking up things like conversions, especially if you’re doing stuff like checking your own forms.

You haven’t had a lead in a while and maybe you fill out the form to make sure it’s working. You don’t want that coming in as a conversion and then screwing up your data, especially if you’re a low-volume website. If you have a million hits a day, then maybe this isn’t a problem for you. But if you’re like the rest of us and don’t necessarily have that much traffic, something like this can be a big problem in terms of the volume of traffic you see. Then agency traffic as well.

So agencies, please make sure that you’re filtering out your own traffic. Again things like your web developer, some contractor you worked with briefly, really make sure you’re filtering out all that stuff because you don’t want that polluting your main profile.

Create a test and staging view

The other thing that I recommend is creating what we call a test and staging view. Usually in our Analytics profiles, we’ll have three different views. One we call master, and that’s the view that has all these filters applied to it.

So you’re only seeing the traffic that isn’t you. It’s the customers, people visiting your website, the real people, not your office people. Then the second view we call test and staging. So this is just your staging server, which is really nice. For example, if you have a different URL for your staging server, which you should, then you can just include that traffic. Then if you’re making enhancements to the site or you upgraded your WordPress instance and you want to make sure that your goals are still firing correctly, you can do all that and see that it’s working in the test and staging view without polluting your main view.

Test on a second property

That’s really helpful. Then the third thing is make sure to test on a second property. This is easy to do with Google Tag Manager. What we’ll have set up in most of our Google Tag Manager accounts is we’ll have our usual analytics and most of the stuff goes to there. But then if we’re testing something new, like say the content consumption metric we started putting out this summer, then we want to make sure we set up a second Analytics view and we put the test, the new stuff that we’re trying over to the second Analytics property, not view.

So you have two different Analytics properties. One is your main property. This is where all the regular stuff goes. Then you have a second property, which is where you test things out, and this is really helpful to make sure that you’re not going to screw something up accidentally when you’re trying out some crazy new thing like content consumption, which can totally happen and has definitely happened as we were testing the product. You don’t want to pollute your main data with something different that you’re trying out.

So send something to a second property. You do this for websites. You always have a staging and a live. So why wouldn’t you do this for your analytics, where you have a staging and a live? So definitely consider setting up a second property.

2. Time zones

The next thing that we have a lot of problems with are time zones. Here’s what happens.

Let’s say your website, basic install of WordPress and you didn’t change the time zone in WordPress, so it’s set to UTM. That’s the default in WordPress unless you change it. So now you’ve got your data for your website saying it’s UTM. Then let’s say your marketing team is on the East Coast, so they’ve got all of their tools set to Eastern time. Then your sales team is on the West Coast, so all of their tools are set to Pacific time.

So you can end up with a situation where let’s say, for example, you’ve got a website where you’re using a form plugin for WordPress. Then when someone submits a form, it’s recorded on your website, but then that data also gets pushed over to your sales CRM. So now your website is saying that this number of leads came in on this day, because it’s in UTM mode. Well, the day ended, or it hasn’t started yet, and now you’ve got Eastern, which is when your analytics tools are recording the number of leads.

But then the third wrinkle is then you have Salesforce or HubSpot or whatever your CRM is now recording Pacific time. So that means that you’ve got this huge gap of who knows when this stuff happened, and your data will never line up. This is incredibly frustrating, especially if you’re trying to diagnose why, for example, I’m submitting a form, but I’m not seeing the lead, or if you’ve got other data hygiene issues, you can’t match up the data and that’s because you have different time zones.

So definitely check the time zones of every product you use –website, CRM, analytics, ads, all of it. If it has a time zone, pick one, stick with it. That’s your canonical time zone. It will save you so many headaches down the road, trust me.

3. Attribution

The next thing is attribution. Attribution is a whole other lecture in and of itself, beyond what I’m talking about here today.

Different tools have different ways of showing attribution

But what I find frustrating about attribution is that every tool has its own little special way of doing it. Analytics is like the last non-direct click. That’s great. Ads says, well, maybe we’ll attribute it, maybe we won’t. If you went to the site a week ago, maybe we’ll call it a view-through conversion. Who knows what they’re going to call it? Then Facebook has a completely different attribution window.

You can use a tool, such as Supermetrics, to change the attribution window. But if you don’t understand what the default attribution window is in the first place, you’re just going to make things harder for yourself. Then there’s HubSpot, which says the very first touch is what matters, and so, of course, HubSpot will never agree with Analytics and so on. Every tool has its own little special sauce and how they do attribution. So pick a source of truth.

Pick your source of truth

This is the best thing to do is just say, “You know what? I trust this tool the most.” Then that is your source of truth. Do not try to get this source of truth to match up with that source of truth. You will go insane. You do have to make sure that you are at least knowing that things like your time zones are clear so that’s all set.

Be honest about limitations

But then after that, really it’s just making sure that you’re being honest about your limitations.

Know where things are necessarily going to fall down, and that’s okay, but at least you’ve got this source of truth that you at least can trust. That’s the most important thing with attribution. Make sure to spend the time and read how each tool handles attribution so when someone comes to you and says, “Well, I see that we got 300 visits from this ad campaign, but in Facebook it says we got 6,000.

Why is that? You have an answer. That might be a little bit of an extreme example, but I mean I’ve seen weirder things with Facebook attribution versus Analytics attribution. I’ve even talked about stuff like Mixpanel and Kissmetrics. Every tool has its own little special way of recording attributions. It’s never the same as anyone else’s. We don’t have a standard in the industry of how this stuff works, so make sure you understand these pieces.

4. Interactions

Then the last thing are what I call interactions. The biggest thing that I find that people do wrong here is in Google Tag Manager it gives you a lot of rope, which you can hang yourself with if you’re not careful.

GTM interactive hits

One of the biggest things is what we call an interactive hit versus a non-interactive hit. So let’s say in Google Tag Manager you have a scroll depth.

You want to see how far down the page people scroll. At 25%, 50%, 75%, and 100%, it will send off an alert and say this is how far down they scrolled on the page. Well, the thing is that you can also make that interactive. So if somebody scrolls down the page 25%, you can say, well, that’s an interactive hit, which means that person is no longer bounced, because it’s counting an interaction, which for your setup might be great.

Gaming bounce rate

But what I’ve seen are unscrupulous agencies who come in and say if the person scrolls 2% of the way down the page, now that’s an interactive hit. Suddenly the client’s bounce rate goes down from say 80% to 3%, and they think, “Wow, this agency is amazing.” They’re not amazing. They’re lying. This is where Google Tag Manager can really manipulate your bounce rate. So be careful when you’re using interactive hits.

Absolutely, maybe it’s totally fair that if someone is reading your content, they might just read that one page and then hit the back button and go back out. It’s totally fair to use something like scroll depth or a certain piece of the content entering the user’s view port, that that would be interactive. But that doesn’t mean that everything should be interactive. So just dial it back on the interactions that you’re using, or at least make smart decisions about the interactions that you choose to use. So you can game your bounce rate for that.

Goal setup

Then goal setup as well, that’s a big problem. A lot of people by default maybe they have destination goals set up in Analytics because they don’t know how to set up event-based goals. But what we find happens is by destination goal, I mean you filled out the form, you got to a thank you page, and you’re recording views of that thank you page as goals, which yes, that’s one way to do it.

But the problem is that a lot of people, who aren’t super great at interneting, will bookmark that page or they’ll keep coming back to it again and again because maybe you put some really useful information on your thank you page, which is what you should do, except that means that people keep visiting it again and again without actually filling out the form. So now your conversion rate is all messed up because you’re basing it on destination, not on the actual action of the form being submitted.

So be careful on how you set up goals, because that can also really game the way you’re looking at your data.

Ad blockers

Ad blockers could be anywhere from 2% to 10% of your audience depending upon how technically sophisticated your visitors are. So you’ll end up in situations where you have a form fill, you have no corresponding visit to match with that form fill.

It just goes into an attribution black hole. But they did fill out the form, so at least you got their data, but you have no idea where they came from. Again, that’s going to be okay. So definitely think about the percentage of your visitors, based on you and your audience, who probably have an ad blocker installed and make sure you’re comfortable with that level of error in your data. That’s just the internet, and ad blockers are getting more and more popular.

Stuff like Apple is changing the way that they do tracking. So definitely make sure that you understand these pieces and you’re really thinking about that when you’re looking at your data. Again, these numbers may never 100% match up. That’s okay. You can’t measure everything. Sorry.

Bonus: Audit!

Then the last thing I really want you to think about — this is the bonus tip — audit regularly.

So at least once a year, go through all the different stuff that I’ve covered in this video and make sure that nothing has changed or updated, you don’t have some secret, exciting new tracking code that somebody added in and then forgot because you were trying out a trial of this product and you tossed it on, and it’s been running for a year even though the trial expired nine months ago. So definitely make sure that you’re running the stuff that you should be running and doing an audit at least on an yearly basis.

If you’re busy and you have a lot of different visitors to your website, it’s a pretty high-volume property, maybe monthly or quarterly would be a better interval, but at least once a year go through and make sure that everything that’s there is supposed to be there, because that will save you headaches when you look at trying to compare year-over-year and realize that something horrible has been going on for the last nine months and all of your data is trash. We really don’t want to have that happen.

So I hope these tips are helpful. Get to know your data a little bit better. It will like you for it. Thanks.

Video transcription by Speechpad.com

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