What is really capable of traffic with AMP? Tips for setting up reporting


For example, can you try to shift the focus from transactional queries and concentrate on the information type of queries that are at the distance of one, two, three, and sometimes four interactions from the actual conversion? Such types of requests are often “interactive” (for example, “what exercises to carry out to increase body weight?”) And in the long term can lead to a conversion if you sell something (for example, goods for fitness or food additives).

If we shift the focus to such questions, can we theoretically reach new niches and attract more traffic? In principle, “yes”, because for some, attracting additional traffic is the only task, and what happens to it further is not so important. For example, you can first attract traffic that meets certain criteria and customer requirements, and then think about ways to monetize it.

Within the framework of this task, I thought about accelerated mobile pages (AMP) the whole last year.

What are accelerated mobile pages?

According to the definition given in Google :

“AMP is an open source technology that will make the Internet more convenient. It allows you to create sites and ads that are quickly loaded and convenient for viewing on any devices and platforms. ”

Google aims to make the Internet faster and probably believes that most sites are not able to provide the necessary speed of loading pages. For this reason, AM pages have been created that provide extremely high download speeds (by removing unnecessary elements from the source code) and an excellent user experience. Webmasters need to follow simple instructions, use WordPress or other plug-ins to almost instantly get mobile versions of their web content at ultra-high download speed.

Why use AM pages?

Despite the fact that AM pages in themselves are not yet a (and not necessarily a) ranking factor, almighty Google believes that the very fact of a quick download definitely helps improve the ranking and increase the number of clicks.

Let’s look at the search query “Raekwon McMillan “, about the player who is in a state of disrepute to the Miami Dolphins team from Ohio State University:


two of the three mobile cards have a lightning and AMP icon? AM pages are increasingly displayed as one of the first pages on the search results page, while most Google users are not familiar with them, but it’s safe to say that after a while, experience, they realize that the pages with this icon are loaded much faster than normal web pages, and knowingness will only select their

Should I I use AMP-page

is extremely rare in the world can be found absolutes, and AMP-page -.? no exception. The decision is entirely up to you and your current needs. Typically, AMP is used by media, such as the New York Times, the Washington Post, Fox News and many others. But this is not the only sphere of their use. Despite the fact that the news sliders you see on your mobile device almost always belong to large news sites, AMPs are increasingly appearing in normal search results, as in the case of Rakewon McMillan.

I am an adherent of using AMP for blogs in order to attract the maximum attention of users, but not yet fully ready to create product pages on AMP technology (although such an option already exists). My ultimate goal is to attract traffic and improve brand awareness through blog content and, as a result, increase sales. If your blog posts serious, authoritative content, the use of AMP technology can be an excellent option for increasing the number of views and clicks.

However, I should note that AMP technology has potential drawbacks. It is necessary to follow strict strict instructions regarding what can and can not be done (for example, using pop-up windows for e-mail communication). There is a possibility of falling advertising revenues, difficulties with analytics, and the need to maintain a new set of pages. If you still decide that for the potential increase in organic traffic, you can compromise, I’ll help you figure out how to optimally measure the performance of AMP-pages on your site.

So, you have AMP -Traffic. What happens next?

If your goal is to attract more organic traffic, then prepare for questions that may arise if the traffic received does not generate revenue in Google Analytics. First, you need to remember that GA uses the attribution model by the last direct click by default. This means that if the user moved from organic search to your blog and did not buy anything, but three days later he returned to the site and bought something, in Analytics 100% of the conversion value will be assigned to the last direct visit.

This model introduces a certain ambiguity. Would there be a conversion if the first organic visit was missing? Probably not.

If you go to the section “Attribution” -> “Model comparison tool” in the “Conversions” section of Google Analytics, a parallel comparison of various conversion models, such as:

  • First touch is the first touch (100% of the conversion value is assigned to the first access channel to the site).
  • Last touch is the second touch (100% of the conversion value is assigned to the visit, during which the conversion occurred).
  • Position-based – Attribution with reference to a position (a large fraction of the value of the conversion is distributed between rvym and last access channels, a smaller proportion -. between the intermediate stages)

There are other models, but they seem less interesting to me. More information you can find here . You can also go to the “Multi-Channel Funnels” -> “Assisted Conversions” section, which shows the number of conversions for each channel involved on the conversion path but not conversion channel .

Difficulties in tracking AMP

Strangely enough, tracking AM page views is not a simple or logical task, as one would expect. First, AMP uses a separate snippet of Analytics that is different from the standard GA tracking code, so if you use Google Analytics and decide to use AM pages, you will need to set up a separate analytics for AMP. (For more information on AMP analytics, see Accelerated Mobile Pages Via Google Tag Manager and Adding Analytics to Your AMP Pages ).

If in short, client ID ( which allows you to track the interaction of a particular user with the site over time in GA) by default is not used by AMP analytics and the standard tracking code, although there are some unofficial ways of circumventing this restriction. When it comes to measuring the effectiveness of AM pages, two extremely important questions arise:

1. What income did these pages bring?

2. What kind of user involvement did you get from AM pages

Using the AMP Analytics parameter in Google Analytics, you can easily see the number of sessions and bounce rates. Judging from my own experience, the failure rates and outputs are usually at a fairly high level (depending on the interaction with the user), but in general the number of sessions increases. So, if users are becoming more and more, how to perform tracking and provide more effective interaction, improving the bounce rate and the output? What to look for?

How to measure the real value from AMP pages in Google Analytics

“Traffic sources” -> “Transitions”

I suggest referring to standard GA resources and go to the “Traffic Sources” section where we select the AMP source highlighted in the image below.


Clicking on it, we will see all the referring URLs, the number of sessions that each URL triggered on the non-AMP version of the site, the number of transactions associated with each URL, the revenue from Each URL.


Important note: This is not the total number of sessions for each AMP page, but rather the number of sessions originating from the URL of the AMP page, and refers to resources not associated with AMP.

What is interesting about this report

1. It allows you to see which URLs of AM pages translate most of the traffic to that part of the site that does not contain AMP.

2. It allows you to see the number of transactions and the amount of revenue from a particular session started by the specific URL of the AM page.

2.1. At this stage, you can analyze why certain pages lead to more traffic or lead to more conversions, and apply the results to the other URLs of the AM pages.

Why is this report incomplete?

  • It displays conversions and revenue that occurred only during one session (attribution from the last interaction).
  • It is highly likely that most of the blog traffic will be informational but not transactional in nature, therefore, conversions, rather all

“Conversions” -> “Multi-Channel Sequences” -> “Assisted Conversions”

If we really want to understand as much as possible how much revenue and conversions bring visits from the URLs of the AM pages, you need to analyze the report on the associated conversions. You can accurately determine the value using the model comparison tool (which is also located on the GA conversion tab), but to get the answer to the question “How many conversions and revenue do the URLs of AMP pages bring?” It’s best to use the “Assisted Conversions” section .

First, you must create a custom channel group in the “Associated Conversions” section of the “Conversions” section.


1. Click on the “Channel groups” item, select “Create a custom channel group”.

2. Set the group name to “AMP.”

3. Create the rule as the source containing the other AMPs (enter “amp” in the field, after which the automatic filling of the data will begin, just select the desired item).

4. Click “Save”.



What is this report interesting

1. It allows you to see the number of associated, direct conversions and conversions for the last click on the selected channel.

2. There is an opportunity to look at the window of the retrospective review data on conversions for any period in the range 1-90 days to see how they affect the sales cycle.

Why is this report incomplete?

  • It is not possible to see which specific pages account for more traffic, revenue and conversions.


Since both reports are incomplete separately, they should be used together when preparing your own reports. This will allow:

1. Get information about which AMP URLs generate more traffic, and use it as a starting point for analyzing the type of content and call-to-action that more successfully cope with the task of sending visitors from AMP pages deep into the site.

] 2. Get information about how many conversions occur when using different models.

Perhaps with a glance at these reports you will see very low conversion rates, especially compared to other channels. This does not necessarily mean that AMP technology should be abandoned. On the contrary, more time should be devoted to learning and optimizing AMP to ensure deeper interaction within a single session and reorientation for future interaction. In fact, Google allows you to configure AMP pages for re-orientation using their products.

You can also add e-mail address input forms to your URLs for AMP pages for further interaction with people that is a useful feature, because at the moment AMP technology does not allow advertising inserts or pop-up windows to collect information about the user.

What to do with the information received?

1. Determine why some pages create more traffic for URLs than non-AM pages than others. Is there something in common between such pages?

2. Determine why specific pages bring more revenue than others. Are there buttons or clearly defined calls to action on all your AM pages?

3. Is it possible to get more email addresses? What needs to be done for this?

As a result, reports are only the first step in the process of comparative analysis of your data. They allow you to draw conclusions and prepare recommendations, as well as monitor KPI.


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