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7 Must Read Google Webmaster Central Blog Posts

Posted on May 15, 2008 by Zach

As you can tell I have been on a Google Webmaster Central kick lately. The Google Webmaster Central blog has collected some of their best and most informational posts and created the 7 must-read Webmaster Central blog posts. Seeing this collection has reminded me of some of the search engine optimization and search engine marketing hot issues, some of my favorites being...

Flash Best Practices 

While many were glad to see Google address this, flash has been something that many SEO's stay away from like the plague. While there are several acceptable methods for optimizing a flash website none are particularly easy and sometimes results are hard to glean. There were always questions as to whether the search engines would accept these optimization techniques or whether they would learn to read flash, both seem to have been addressed over time.

The Supplemental Index 

I remember several tools which could be used to see how many pages a website had in the Google supplemental index and I remember even more posts and discussions as to the use of the supplemental index and getting web pages out of it. I think many released a sigh of relief when Google disbanded its use so that website owners had one less thing to worry about. 

Duplicate Content 

The mention of duplicate content and penalties associated with it used to be a huge issue for many, especially those with larges websites which may have several overlapping pages. I was more than relieved when I learned that no penalties were actually associated with duplicate content but simply Google selecting which page to show for related searches. After many have spread the word about duplicate content this is still an issue that comes up and needs clarification. Many SEO's are still addressing duplicated content in that removing it or fixing the problem is great but getting Google to select the right version to show in searches may be more important. 


Internship Adventures: The Value Proposition

Posted on April 24, 2008 by Zach

One of the more interesting adventures I have had at work recently has been setting up and managing our six (yes count them six) new interns. While we have had internship programs at our company in the past, it has never been at this scale.  Previous programs were simply for benefit of the students who wanted to learn and gain experience, and to support local universities.  This is by far the most interns we have had at one time. I am a big fan of internships, having completed two of them myself when I was in college.  I think they can provide a great deal of real world experience and they look good on a resume, not to mention they provide inexpensive labor to the company.

The first issue that will arise in putting together an internship program is actually getting interns. Sometimes posters around a college campus or a spot at the local job board is simply not enough. Lucky for us we have Tim, one of our managing partners, who happens to teach part time for a local University. This provides our company with a great avenue to spread the word and wrangle interns for our company.

The second issue is making sure potential interns understand the value proposition and what kind of internship your company offers. This starts with the company itself and the development of the program. It's important for interns to gain something besides a note on their resume. Interns can be integrated into many aspects of a businesses and provide cheap or free labor in return for real world experience, industry knowledge and sometimes college credit. All of which can be leveraged as great value propositions when trying to attract interns.

It's important to also give some thought as to what jobs or projects might be best suited for interns in your business. Some jobs might require too much experience, knowledge or training and others might be to simple or mundane. In our latest internship program, we are training our interns in several aspects of search, marketing, data, content creation and management. We then let them create content for our websites learning centers while teaching them why content creation is important.  Finally, we are tracking their progress. They will also be helping with other SEO, marketing and product data related projects as the need arises and as they express interest in different areas of our business. They have already begun some of their work on both the Learning Center and the Learning Center with work on our Knife Buying Guide and BlackHawk Videos.  They have also started on manufacturer descriptions such as Gerber Knives and Moen and they will continue to fill out both of those content rich areas of our websites.

A couple of areas to be mindful of for an internship program is management and se tup. If possible it can be a good idea to spread out your interns throughout multiple departments making it so that one person does not bear the brunt of the management or organization. If that is not something that you want to do, getting them to come in at the same time or on the same days can also help. Getting everything setup for the interns ahead of time, such as the list of projects, any paperwork, training and computers can be key so that time is not wasted and your interns can start off on a good foot at your business.

While the interns still have several weeks to go, everything seems to be going well and they are expressing interest and getting excited about many aspects of our business. In closing, remember to never forget that an internship program can also be a great recruiting tool, not only are they great for all of the items mentioned above but they go far beyond the standard interview so that the company gets a better idea of a persons work ethic and personality for potential future hire.


2008 April Fools Jokes on the Web

Posted on April 2, 2008 by Vanessa

Yesterday was April Fools Day and websites across the globe participated in the event by creating hilarious hoax after hilarious hoax.  While there are more than I can mention in this post I have chosen my favorites to share.  If you are interested in getting the full scoop, check out; they have submissions from the last five years of April Fools jokes on the web.  While I am only providing the briefest synopsis, I encourage you to check out some of these links for yourself as the comments left by those who have been fooled are almost as priceless as the jokes themselves!

Have you ever wanted to go back in time and send that email that you forgot about?  Maybe Mom’s birthday?  Well Gmail offered that option on April Fools.


New Gmail Custom Time


Google didn’t limit their tall tales to just Earth.  They provided would be gullible users with a way to travel to Mars via a partnership with Virgin Media.  The partnership was appropriately named Vir-gle.


Virgle The Adventure of Many Lifetimes



In keeping with my favorite Google jokes, I wanted to share one more by the mega company.  Google Australia will allow users to search the web for content that has not yet been created!


gDay with MATE



It is an election year, and April Fools wouldn’t be the same without an Election Deathmatch.  ESPN  provided us with the Clinton v. Obama winner take all tournament where they could compete against one another in events such as “The Dick Cheney skeet shooting contest”.


ESPN's Election Deathmatch Coverage



An online dating blog broke the story that the founder of eHarmony found love on


eHarmony founder finds love on



ThinkGeek had so many April Fools products listed that I couldn’t just choose one.  I mean, could you choose between: The World's First USB Pregnancy Test Kit, The YouTube Tazeer, and Capp’n Buzz Spazztoids?


ThinkGeek April Fools Products


InfoWorld released story after unbelievable story: Microsoft, Yahoo agree on buyout price, Hewlett-Packard unveils new green server partnership, Steve Jobs "miracle" in the valley…and my personal favorite... 


Google Buys US Government



Marketers have to worry no more.  TrustBanners has found the proven way to increase the desire to purchase by 87.9% in consumers by stimulating the visual cortex.  Results for a banner about apples states: “92% of test subjects viewing this banner reported an unprompted compulsion to purchase apples”.



Trust Banners



My final pick for this post is for my fellow blogger, Ryan, a known car racing aficionado around the office. has come up with a way to provide would be racers with real time tracking of police officers.


Njection Hits Final Hurdle to Provide Real Time Tracking of Police Officers


April Fools existed before the Internet and has a list of “The Top 100 April Fool’s Day Hoaxes of All Time”, it’s a fun read.  Until next year…


Vanessa’s Variety for the Week of March 28, 2008

Posted on March 28, 2008 by Vanessa

If you’re a sports fan this is one of the greatest times of the year.  March Madness is in full effect, NBA and NHL playoffs are approaching, and baseball season has started.  To top it all off, as a SoCal fan, my teams are looking good…mostly.  With that in mind, if you are anything like my fellow co-workers and I you may have been watching basketball at your lunch instead of reading the latest eCommerce news; that’s what I’m here for!

  • Want to improve sales and marketing?  Check out the “Powerful Sales & Marketing Ideas of $100 Million Dollar Companies”. 
  • Commission Junction is experiencing a bug, some merchants are unable to see affiliate applications and it’s been going on for a week! 
  • Curious about where you stand in the world of search marketing?  SEOmoz published results to their SEO Industry Survey that may help you find out if you are at the beginning, middle or end of the pack 
  • Sick of the major search engines?  Here are five alternatives. 
  • Not everyone is happy about Google’s “Search-Within-Search”.


A SEM Marketer’s Free 10 Must Haves- 10 Free (or Almost Free) Things You Need to Get Started Marketing in Search Engines Today

Posted on March 18, 2008 by Archives

Let’s face it, there are necessities in life. We need reliable transportation, food, shelter and social interaction. There are also needs at your job in order to perform the tasks required of you. As a search engine marketer, coming from a young internet retail company, I have humble roots. As we continue to grow, we are able to finally afford many of the more costly solutions we once dreamed of using. I’ll go back to my roots for this post.  To help those just starting out, here are some free, or relatively inexpensive, tools and resources to get you on your way.

  1. A high speed internet connection - Cost: Free.  At most locations. When navigating through thousands of keywords, in several ad accounts, waiting for pages to load will definitely eat up a good portion of your day. Also, that time spent downloading and uploading CSE data feeds on a regular basis is better spent with a caramel latte.  Find your nearest local coffee shop and connect! 
  2. Your own dedicated phone number – Cost: Free. When a team member at “X” company needs to call you, but you don’t have a dedicated phone line it can be difficult to conduct business, one easy and free solution is to have your own “business direct” line.  This is easy using Google’s GrandCentral. With the ability to setup custom greetings, screen calls and more, it’s an economical way to use an existing phone (like your cell) for multiple uses. 
  3. AdWords Editor - Cost: Free. The only sane way to handle 10’s of thousands of keywords in Google AdWords. 
  4. The Permutator – Free to try. In my opinion every SEM marketer needs a keyword permutation generator tool that helps save time when creating long tail keyword lists. 
  5. Data feed management/optimization tool - If you submit products to multiple shopping engines then you should consider such a tool. SingleFeed offers one month free for Google Product Search accounts. ChannelAdvisor, and competitors, can run a few hundred to few thousand dollars per month but add many additional services. 
  6. An Analytics solution - Cost: Free. You are paying money to bring traffic to your site right? Then you need to know what that traffic is doing once they get there. A solution like this sounds expensive but Google Analytics is free with any Google AdWords account. 
  7. Internet Retailer - Cost: Free. If you don’t already subscribe to this publication, you can get 12 free issues and/or daily email newsletters, just by signing up on their website (also free). Stay up to speed on upcoming industry events, and get the latest ecommerce news at your fingertips or email inbox. 
  8. Business cards - Cost: Free. You likely won’t need this item until you have #2. You can get cards printed for free at Handy for cocktail conversations at conventions and industry events. Business cards really complete you as a professional; showing that you have an actual address, phone and email give validity to you and your organization. Also consider having different cards made for all the different specialties and ‘hats’ you wear. 
  9. Large supply of heavily caffeinated beverages - Cost: Free. Thank you for providing this.  I don’t know how we all would have gotten this far without Folgers, Diet Coke and Mountain Dew. When your boss’ instant messaging moniker is “I coffee coffee” and there’s a coffee pot and stocked refrigerator in every building, you know you’re at an online company. 
  10. USB missile launcher - Cost: Free (thanks to my significant other). Used to thwart off any belligerent coworkers in the next cubicle (or across the coffee shop if you are utilizing #1). 

Vanessa’s Variety for the Week of March 14th 2008

Posted on March 14, 2008 by Vanessa

While a large part of our focus this week has been on the new website I managed to squeeze in some time to catch up on eCommerce.

  • A local University is getting some attention for their focus on internet retailing.  The Sloan Center for Internet Retailing at the University of California Riverside has developed the eLab for blogging on their recent findings.
  • Retailers are turning to online video to provide the in-store experience online.
  • Search Engine Guide has provided a list of 28 Resources for Paid Search Strategies, to help marketers diversify their strategies between bid management and measurement.
  • Avinash Kaushik, author of Web Analytics An Hour A Day, recommended 4Q this week as the best free online survey.
  • Tiger Direct no longer


Vanessa’s Variety for the Week of March 7th 2008

Posted on March 7, 2008 by Vanessa

I don’t know about you guys but I am definitely not ready to change my clock for Daylight Savings Time this weekend.  Given that we are going to lose an hour this weekend the links I have provided in this week’s variety should at least help catch you up on eCommerce!

  • Happy Birthday eCommerce!  According the E-Commerce Times, the industry celebrated its 25th birthday this week.
  • Want to stretch your SEO budget?  Try diversifying your link building strategy.
  • Gigaom interviewed Gail Ennis, Omniture’s Chief Marketing Officer, after the Omniture Summit last weekend.  She gives insights into the show and to up and coming enhancements of their product… for those of us who did not attend.
  • to become the ladies man of search?
  • started a series this week on improving conversion rates, today’s post focuses on improving landing pages.

That's Freaking Spam-tastic: Requires Customers to Opt-In to Advertising When Ordering Online

Posted on March 6, 2008 by Tim

At the end of my senior year of high school I was awarded "Scholar Athlete", which came with a certificate published on an ink jet printer and something like $500 bucks.  Now, even though this was pre-steroid scandal, the award is pretty deceiving.  I'm way more scholar than I am athlete.  All the real jocks were, how do I put this lightly, academically challenged.  I think the athletics department just picked the student with the highest GPA, as long as he or she played any sport.  I played on the golf and tennis teams.  Well, actually, I "used" the golf team.  If you joined the golf team, you got to play at all the great local courses, for free, as often as you liked and use the driving range, for free, until they shut off the lights.  I didn't care as much about our team, which wasn't that great anyway, as I did about free golf.

Hang with me, eCommerce-ville just ahead.

The scholar athlete award is so deceiving that heading to college, I couldn't have cared less about sports.  However, once I stepped foot on USC's campus and started mainlining the Koolaid, my metamorphosis into a college football feen went full throttle.  Long story short, now I'm a massive USC football fan.  This addiction has led me to become a huge college football fan.  Being a college football fan means I hang out with people who like pro football; which means I end up watching the Super Bowl.  Inevitably, I annually find myself inhaling a carb-infused feast known as pizza.  It's a natural downward spiral.

Hooray, entering eCommerce-ville!  Population: Many hungry sports fans.

Integrating Offline Advertising with Search Engine Marketing

Following the Super Bowl earlier this month, there's been some interesting chit chat in the blogoshphere discussing how well companies integrated their Super Bowl television commercials with their online presence.  With cost estimates for 30 second spots swirling up to $3 million, it seems critical for advertisers to take full advantage of their commercial exposure by intimately assimilating their online arenas.  After the game, Reprise Media published their 4th annual Search Marketing Scorecard (SMS) which ranks companies who buy Super Bowl commercials by their ability to integrate those commercials with their online presence in order to metric how prepared each company is to capitalize on online interest.  A healthy portion of the conversation has been centered around how the Super Bowl advertisers fared from a website visibility perspective.  More specifically, this conversation has analyzed URL visibility in the commercials, mentioning the URL, displaying or calling out the URL prominently, showing website screenshots and the advertiser's ability to drive traffic to their website.  Another notable portion of the conversation has centered around a Search Engine Optimization (SEO) perspective.  The SEO conversation has analyzed whether advertiser's sites appear in search engine results for branded and non branded phrases associated with the campaign.  For anyone that did not catch the Super Bowl advertisements, Fox created a MySpace page housing all of the advertisements.  Although Fox and MySpace are siblings, both parented by News Corp., the general consensus seems to be that a more strategic SEO move would have been for Fox to host the commercial content on their own domain.  MySpace seems to be doing just fine on the traffic front.

Wait, isn't this post supposed to be about Pizza Hut and email advertising?  Why are we still talking about the Super Bowl?  Hold your horses!  eCommerce-ville has needs.  You can't just rush in.  Where's the foreplay?

Order Online: A Call to Action

All this "Which Super Bowl advertisers ruled and which ones sucked?" conversation reminded me why I'm glad that I'm a college football fan.  Not only do I think college football is superior (trigger flood of hate mail), but, in general, many of the sponsors' advertising campaigns are better as well.  Case in point: Papa John's.  Papa John's sponsored the Bowl Championship Series (BCS) game between the Cincinnati Bearcats and the Southern Miss Golden Eagles, aptly titled the 2007 Bowl.  Not only did Papa John's plaster their URL (not just their name) on just about every single piece of marketing that made reference to the game, from the BCS' website to the banner across the televised broadcast, but plenty of the marketing included the call-to-action "Order Online" underneath the Bowl's title.  Even the giant Papa John's logos all over the field were stamped with the instruction to "Order Online".

Now, it doesn't take a marketing research guru to figure out that Papa John's may have had a spike in sales during the Papa John's Bowl due to their sponsorship.  However, the higher level long term branding initiatives are a much more interesting discussion.  It's well known that using a strong call-to-action in Search Engine Marketing (SEM) campaigns is an optimization strategy that, in general, improves the quality and performance of advertising campaigns, without raising costs.  Not only is Papa John's use of a call-to-action capitalizing on this strategy, their implementation in an offline channel generates online traffic while lowering overhead conversion costs.  The costs associated with executing an online transaction are likely markedly less than transactions performed over the phone.  Moreover, every order placed online provides an opportunity for Papa John's to build their email marketing list, up sell and cross sell in an automated fashion, and generate increased loyalty with those who have a positive customer experience.  As such, the "Order Online" mantra may be less about customer acquisition and more about customer retention and market share growth.

Their SEO efforts seem to be in tune as well.  For the searches order pizza online and pizza order online, Papa John's ranks first.  Along with the bowl game sponsorship,  Papa John's created an entire site,, dedicated to the game and chock full of content.

Eureka!  Our destination!  A conversation about Pizza Hut!  The title of this post does apply!!!

No Opt-In, No Pizza For You

Don't you hate it when you're creating an account on a website so that you can place an order and right before you check "I Agree" to the Terms of Use, you have to UNCHECK, "I Agree" for you to send me a bunch of crap.  Well, Pizza Hut took that annoyance to a whole new level.

The week before the super bowl, my wife mentioned that we had a couple unused Pizza Hut gift cards that had been magneted to our refrigerator for over a year.  She was under the impression that the card's value begins to depreciate one year after purchase (If true, don't even get me started on this issue!).  Perfect!  We had a super bowl party to attend, so we decided to donate to the cause.  Since Super Bowl Sunday is like the biggest pizza ordering day, I dropped the gift cards off at my friends house the night before the game so we could get our order in before the frenzy.  We grab the mac book, find the codes on the gift cards, and head to  After spending time starring at the coupons, figuring out the promotions, figuring out how many bodies we need to feed and filling up our shopping cart, we end up at that account creation page.  After filling out a bunch of data, we get to the bottom of the form and see this: customer sign up page


WHAT?!?!  Are you serious?  Really Pizza Hut?  Really?  You can't be.  This can't be right.  I really can't buy your product online unless I agree to receive your junk mail?  There's no check to opt-in, LET ALONE AN UNCHECK TO OPT-OUT?

Let me get this right.  In order to order pizza online from I MUST "agree to receive information about Pizza Hut®/WingStreet® coupons, promotions, announcements, events and specials".  Are you freaking kidding me?  Refresh!  This must be a mistake.  No, even better, they must have been hacked by a competitor.  Dominoes... you sneaky, sneaky, guys (KIDDING, no calls from lawyers).  I was absolutely floored.  Now, I have no idea how easy it is to opt-out of the "information", once the "coupons, promotions, announcements, events and specials" start flooding in since my buddy refused to create an account.  I'm imagining the subject of an email right now: "WingStreet Wings: So Damn Good, You'll Never Unsubscribe, So Why Give You the Option?".

In scanning the policies, I couldn't quite figure out how they were going to advertise to me.  Is it email, snail mail, text, pizza delivery boy stopping by, blimp, tattoo?  Also, I don't know why there is a "Pizza Hut Terms of Use and Privacy Policy" and a "WingStreet® Terms of Use and Privacy Policy".  Both of the Terms of Use links land on the same page ( and both of the Privacy Policy links land on the same page (  Neither of the documents make it clear whether they are the "Pizza Hut" docs or the "WingStreet" docs.  The account creation form requires several pieces of information, including: email address, street address and phone number.  Other types of information are optional, like a cell phone number.  While I was wondering what channels and mediums this "information" would come via, I came across some great content in the Privacy Policy.  My favorite part of the policy is reproduced below: Policies

Hilarious!  I love it.  They say "For those who initially opted-in to receive future offers or promotional materials or to allow the sharing of Personal Information with third parties may subsequently opt-out as follows".  Ummm, by "For those who" do you mean "everyone who bought online" since it's impossible to not "initially" opt-in?  Underneath that, the policy provides instructions on how to opt-out of email and text message communications, which implies they advertise via both of these mediums assuming you cough up your cell phone number.  I'm guessing they advertise to the street address as well.  For perspective, it looks like Papa John's let's you opt-out of both email advertising (by unchecking) and text message advertising (by not checking).

Since we thought this was a terrible policy, didn't want to end up on their advertising lists, didn't want to have to figure out opting out later and didn't want to deal with a bunch of junk mail until we could get off their lists, we closed our browser and called our order in over the phone.  We would have gone to a competitor if we didn't already have the gift cards.

This experience raises at least two serious concerns.  First, it completely eliminated all of the value mentioned above that could have been created by an online order.  Since we called in, conversion costs increased, Pizza Hut will never have the opportunity to add our email address to their marketing lists (via a check or a non-uncheck), they will never have the chance to up sell or cross sell to us in an automated fashion, they have completely obliterated any loyalty we had and they provided an utterly terrible customer experience.  Moreover, their customer retention and market share numbers just dwindled by a body count of two (my friend and I).  Second, the strategy that Pizza Hut is utilizing makes me wonder if most users don't notice what they're getting themselves into and if this is what Pizza Hut is shooting for.  Well known practice in eCommerce is to force a customer to agree to a sites general terms of use in order to transact on that site.  Sometimes, at the same time a user is agreeing to the Terms of Use, a second, optional, opportunity is provided that allows the the customer to opt-in to advertising.  If only one option is given, it is by and large a Terms of Use agreement.  Therefore, if a customer only sees one option, and doesn't read the details, they assume that they are agreeing to a sites Terms of Use, and that no option to opt-in to advertising exists, let alone that they are opting in if they agree to the Terms of Use.

By the way, in the past, I've been a big fan of Pizza Hut's crust.  This time, we went for the Pizza Mia's.  I have to say, I was definitely disappointed.  Icing on the cake...

Well, so long for today eCommerce-ville.  The sun is setting on you once again.  It's been a good visit.  A long one, but a good one.  Next fall during football season (college or pro) when I order pizza online, it's Papa John's all the way.




Michael Gray Topless at SMX? Live from Search Marketing Expo West, Matt Cutts Offers Michael Gray Cash to Strip on Stage, Andy Beal Vehemently Objects!

Posted on February 27, 2008 by josh

Tomorrow I'll be speaking at Search Marketing Expo West in Santa Clara. I will be discussing's development and implementation of HackerSafe along with our utilization of the HackerSafe trustmark in our comparison shopping engine feeds. My speech is during lunch in the exhibit hall, which, according to Katie Gausepohl, Third Door Media's Director of Finance, is a first for the circuit, so I hope I can provide some value to what I expect to be a semi-captive, and very hungry, lunching audience.

I've been meaning to put together some posts discussing the conference, but keep finding myself buried in prepping my speech, attending sessions, hobnobbing with Google over drinks and appetizers at
Sino Restaurant & Lounge, desperately trying to keep up on email and touching base with my super team back at home. However, sometimes a morsel of content so incredibly entertaining comes along, that a real time insta-post is absolutely required.

This afternoon I attended the
SEO & Blogging session on the Wonder Twins track. At the beginning of the Q & A, Matt Cutts, sitting against the back wall of the room, offered Michael Gray $100 to take off his shirt and dance on the table during the session. The audience erupted in laughter as Matt Cutt's was pulling out wads of cash. While the entire audience was rooting for Michael to get up and groove, Andy Beal counter offered $200 if Michael wouldn't end up half naked. Panelist antics such as these are what can make conferences extra enjoyable. The networking and learning opportunity is enormous, but a bit of levity woven through the event make fast paced cram sessions bearable. Also, it's interesting to see how loose, and apparently close, all of the Bloggers were in this particular session.

Here's a photo just after the mayhem ensued.  From left to right: Vanessa Fox of Ignition Partners (the moderator), Aaron Wall of SEO Book, Andy Beal of Marketing Pilgrim, Michael Gray of Graywolf's SEO Blog.

SMX West 2008 Panel

After the session, Aaron and Andy were nice enough to discuss this blog and our strategy in general. I also had a chance to catch up with Matt. A few months back, we outed a competitor for black hat spamming with hidden links. During an interview with Eric Enge of Stone Temple Consulting, Matt addressed the issue and offered some perspective. I thanked Matt for mentioning the issue during the interview and Matt was glad to contribute, as always.

Though I sometimes get worn out sitting in these sessions by the end of the second day of a conference, it's experiences like this that remind me of why I love eCommerce. The people are great and the opportunity to take home some nuggets of knowledge are equally matched by nuggets of fun. I'll post more about my experiences at the conference soon.


Google Spruces Up

Posted on January 31, 2008 by Zach

Google has just updated their Conversion University help section. is now available in all 25 Google Analytics supported languages. From help on optimizing your AdWords ROI to Google Website Optimizer testing strategies, Conversion University's mission is to offer tips and best practices designed to help you improve your online results. One of my biggest frustrations with Google Analytics has been its limited amount of documentation and support, just try to add some of the advanced Google analytics code for Google checkout, Live Person or switch tracking code versions, and you'll soon realize that it is a much harder task then you would have at first realized.  It is certainly good to see new documentation and resources getting some attention. If someone is looking for a fully supported analytics solution Google does still offer Urchin Web Analytics Software for purchase which is available through their partners. I did run through most of the topics present and found the Google Conversion University YouTube playlist especially helpful and interesting.