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Automate GTM’s Lookup Table Macro from a Spreadsheet

Upside down house

Get it? It’s an upside-down house. She’s looking up at a table!

Earlier this year, Google Tag Manager added a great new feature called the Lookup Table Macro. It’s pretty simple to use. Populate the table with two columns of data. Feed a value into it using a macro and if it finds that value in the left column, it will return the value next to it. This useful macro isn’t meant to replace complicated Javascript switch statements or advanced regular expressions. But it can take a large list of data and save us lots of time! Read More…

Who Instead of How: Why You Are More than a Traffic Source

Direct traffic can be dangerous

Move over social media and search engines. Direct traffic is the next big thing.

Can’t you imagine it already? Direct Traffic Evangelist job titles and Direct Visits marketing plans will force you to revise your resume and attend new conferences.

Dibs on Direct Traffic Online Marketing Conference in 2015!

Maybe I am getting ahead of myself. Maybe the industry is not ready for a conference next spring. But a recent Mashable article got me thinking after it devalued Facebook (and search) traffic due to less average time on site than direct visits.
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Google Tag Manager Readiness Checklist: 42 Ways to Prep Your Site

Don’t wait until you urgently need a new tag to discover you also need your developers. Put the right infrastructure in place and reap the full benefits of Google Tag Manager.

May 25 is Towel Day

Google Tag Manager is so easy to use, you can start adding tags to a site as soon as the developers put up the GTM container code. To make the most of it, though, you will need your developers’ help.

Some information should not (or cannot) be hard-coded into the tags, because it depends on each visitor’s behavior on your site. What did the visitor buy? What articles did they read? What videos did they watch? What forms did they complete? I could go on (and do, below).

Your developers can pull information from the back-end of your site and make it available on the page. They can also prepare various page elements to work with Google Tag Manager’s listeners, rules, and macros. It all means smoother sailing for you when you want to add tags later.

Follow this checklist to prep your site for Google Tag Manager, and you’ll be ready for almost any tagging request. You’ll be the hero who always knows where your towel is.
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Introducing Google Tag Manager Training

gtm-trainingLearn about Google Tag Manager, get your hands dirty, and get your questions answered… in less than a day. We are proud to introduce a brand new training course: Google Tag Manager – Basics & Beyond! This is a hands-on, intensive workshop, debuting in New York City for Internet Week on Thursday, May 22nd, at SUNY Global Center in Manhattan.

This workshop will be significantly different than our other trainings. It will be more interactive: LunaMetrics will provide a live demo sandbox, where attendees will practice setting up Google Analytics events to track button clicks, form submits, and other JavaScript interactions, all through Google Tag Manager. It will be more collaborative: a limited number of seats ensures that each attendee will be able to sit with our qualified trainers and talk through their specific questions relating to their own implementations. And it will be more intensive: the course will run for a half day, and it will be packed with both technical and strategic components, providing real-world implementation techniques you can enact on your own website right away.
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SEO Measurement Mistakes, Part 4: Links

Link Measurement

This is part 4 of a series examining mistakes with SEO metrics.

  • In part 1 of this series, we discussed 5 huge mistakes regarding top-level SEO KPIs.
  • In part 2, we looked at 10 common mistakes made when analyzing SEO metrics in Google Analytics.
  • In part 3, we looked at 10 critical errors in analyzing and monitoring crawling and indexation metrics.

Today, we’ll do 10 of the most common mistakes in link metrics. Read More…

How to Choose the Best PPC Agency

I’ve received a lot of feedback recently related to PPC agencies and the quality of service they provide. Sometimes the responses are encouraging, and other times they are somewhat disheartening. My hope is to squash these feelings and to provide anyone looking for quality service with a template to assess their prospective (or current) agency.

My advice is really quite simple: Do not be afraid to ask tough questions at any time during your relationship with your agency. It is simply unacceptable if at any point you feel slighted. To me, this is a sign of poor communication and lack of transparency.

You’ve entered into a partnership and, as such, the relationship is mutually beneficial OR detrimental. Take the time to work out the kinks and develop a solution that really works. In the long run, it will benefit both sides. Read More…

Which Famous SEO Expert Are You?

Beginners Guide: Advantages of Targeting Long-Tail Keywords

long-tail-keyword

When starting your first search marketing campaign, many beginners do exactly what I did: focus on popular, high-volume keywords versus relevant, rank-able phrases. Typically, it doesn’t take very long to determine that those high volume keywords usually don’t convert, or they have so much competition that it’s extremely difficult to garner any traffic at all.

Understanding the power of long-tail keywords can help identify less competitive markets allowing content to rank higher, earlier, and convert more.  Below is a beginners summary outlining the advantages of choosing the correct long-tail phrases, and a few resources to help you get started with long-tail keyword selection and marketing efforts.

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Say Goodbye to Exclude Filters in Google Analytics!

Use Google Tag Manager to Protect Your DataNo need to panic, Exclude Filters aren’t going away anytime soon! However, after reading this post you may not WANT to use Exclude Filters as frequently.  There are still many valid reasons why you may need to set them up, but when possible – it might be time to eliminate them.

Just as a quick refresher, you can use the Exclude Filters in Google Analytics to block traffic data from certain sources from showing up in a particular view.  Sometimes these are used to partition data into one view or another, for example, think of creating separate views for Internal or External Traffic.  For these use cases, Filters work beautifully. You can filter based off of IP Address, Hostname, Service Provider, etc…

But then there are those occasions where you want to block out traffic completely.  Just as easily, you can set up an Exclude filter for each of your views, and poof! The data has disappeared!  Except, it hasn’t really.

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Using Google Think Insights to Make Client Recommendations (+ HTML5 Adoption Infographic!)

thinkinsightsHave you had situations with PPC or SEO accounts where you’ve got a great new tool or feature to present to the client, but just can’t find a concrete or data-driven way to present the benefits? It can be difficult to accomplish easily. Sure you can Photoshop up your own diagram or chart, but where’s the data that proves it will work? If you have the data, it may be time-prohibitive to turn it into a great visual. That’s why I love Google’s Think Insights website.  I’m a case-study fanatic and I love to see how other agencies and clients use the tools we are all so familiar with to create new campaigns and push the boundaries of digital marketing. It inspires me to push for progress. I also know that many of my clients don’t have the time to follow digital marketing trends in the way that I do. Think Insights provides so many cool tools and reports to share with your clients. I’ve found numerous reports and data that I can point a client to and say “This is what we’re trying to do!”. Read More…