In Chapter One, we walked you through the differences between Adobe Analytics and Google Analytics, and showed you how to set up a basic SEO dashboard. In this chapter, we will guide you through the steps to ensuring your Adobe Analytics implementation is set up correctly for your business needs. Then, we’ll show you how to add a few new and exciting elements to your SEO dashboard.
Understanding your Adobe Analytics SEO setup
Adobe Analytics is much more configurable than Google Analytics. The downside to this is that you need to make sure it is set up how you would expect. An “out-of-the-box” Adobe Analytics implementation does not equate to an “out-of-the-box” Google Analytics implementation. In addition, there are many ways to achieve the same or similar outcome, so it’s imperative you understand how your SEO data is captured and reported.
In this section, we’ll explore the following:
Paid Search Detection
Internal URL Filters
Marketing Channel Setup
Marketing Channel Wizard
1. Paid Search Detection
Your paid search detection settings are one of the first things you’ll want to check because they influence how Adobe classifies paid vs. organic traffic from a search engine. If they aren’t set up correctly, you won’t be able to properly track your SEO (and Paid) success.
These settings impact how the following reports are populated in Adobe Analytics:
Paid Search Engines
Paid Search Keywords
Natural Search Engines
Natural Search Keywords
Tip: Keyword reports no longer include keywords from Google, so use these reports with caution.
1.1 Check your settings for Paid Search Detection
You can find these settings under:
Admin > Report Suite Manager > [Select Your Report Suite] > Edit Settings > General > Paid Search Detection