AMP is the creation of websites that are fast and high-performing across a variety of devices and distribution platforms. Google introduced this concept because it is always looking to make the Web faster for users, thus improving user experience. AMP can load pages extremely fast by cutting off unnecessary information and elements from the original source code. AMP pages and sites are shown with a lightning bolt icon next to the link on SERPs. Although AMP is not a ranking factor, it definitely helps search engines like Google view them as highly performing, which results in higher rankings and clicks.
These are all the good points about AMP. But, this doesn’t mean that AMP doesn’t come without any drawbacks. AMP has certain strict guidelines that you have to follow like not having email popups, possible reduction in ad revenue, maintenance of new set of pages, and analytics complications. Even after all these drawbacks, if you wish to opt for AMP due to its exclusive benefits, you must also learn how to best measure the success of AMP for your site.
Tracking from AMP is not easy as it may seem. AMP uses a separate analytics snippet than the standard Google Analytics tracking code. So, if you plan to roll out AMP, you will need to set up a separate AMP analytics, even if you have Google Analytics installed. When it comes to measuring AMP, there are two specific questions that may come to your mind – how much engagement can you drive from AMP pages, and how much revenue can AMP pages bring. Let us see how you can measure real value from AMP to get an answer to the above mentioned questions.
You can get into your standard Google Analytics property and navigate to referring sources within Acquisition. Here, you will have to select the AMP source, where you will be shown full referring URLs, the number of sessions per URL driven to the non-AMP version of your site, the amount of revenue association with each URL, and the number of transactions made with each URL. Such reporting can help you see which specific AMP URLs are referring the most traffic to the non-AMP versions of your site, and will also show you the number of transactions and revenue that comes from a specific AMP URL. This will help you analyze why certain pages refer more traffic and conversions. However, such reporting will show only conversions and revenue that happened during one session; and conversions are more likely to happen at a later stage than the first one.
The next method is to analyze the assisted conversions report that can bring a better understanding of the amount of revenue and conversions that happen from visits to AMP URLs. First, you will have to create a custom channel grouping within the Assisted Conversions section of Conversions. For this, you will have to click “Channel Groupings” and then select “Create a custom channel grouping”. Then, name the channel AMP, and set a rule as a source containing your other AMP property, and finally click “Save”. Such reporting will help you see how many assisted and last click/direct conversions there were by channel. But, you will be unable to see which particular pages are most responsible for driving traffic, conversions, and revenue.
So, you can see how both kinds of reporting have their own drawbacks. Therefore, you can use both the reports in collaboration to measure the effect of AMP URLs. This will help you know which AMP URLs refer the most traffic to your non-AMP pages, and how many conversions happen with different attribution models. Hiring a company that provides professional SEO services in India to do the job should be the best deal for you here.