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Measuring website performance is a very important part of any Internet Marketing strategy. There are many metrics and dimensions one can measure within Google Analytics to determine how effective your website is meeting your overall business goals. Some typical measurements might be:

  • Visits / Sessions
  • Sources of Traffic
  • Bounce Rates
  • Exit Rates
  • Pages Viewed
  • Session Duration
  • Goal Conversions

These can all be very important measurements, but how do we know if they are accurate? In the last couple years, we have seen more and more spam traffic making its way into our customer’s websites. This traffic is meant to be free advertising from some companies, and have malicious intent from others. There are a few ways of handling this traffic.

  1. It can be filtered from ever hitting your website by setting up a web server spam filter. Often, this is not practical because it slows down the site so significantly.
  2. You can turn on the Spam Bot filter (Supplied by Google Analytics) in the admin section of your Google Analytics property “View.” I found that this does very little to actually filter out bot traffic.
  3. Use a Spam Segment to exclude targeted spam traffic hitting your analytics account. We use Spam Blocker from AdWords Robot.

Below is a video showing the application of a spam segment to a Google Analytics account. Take a minute to see how it is done and make sure your Internet Marketing professional is excluding traffic that might be skewing your analytical results.

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