Google Universal Search Tracking Parameters

Have you implemented Google Analytics filters to track Universal Search traffic, and wonder what all of those “oi” parameters mean?  So did we.  That’s why we’ve put together this handy reference for all the ones we’ve come across.

Have some other “oi” parameters to add?  Drop a note in the comments.

blogsearch_group, blog_result: blog results

image_result, image_result_group: image results

video_result, video_result_group: video results

product_catalog_result, product_result_group: product catalog results

spell: spelling corrections

news_results: news results

answers: answers to questions

navquery_searchbox: inline search box

smap: sitelinks

oneline_sitelinks: sitelinks displayed on one line

glossary_definition: definitions using the “define:” operator or simply asking a question like “What is ____?”

revisions_inline, revisions_narrow: related search terms (tip: check out Quentin’s post about using related terms as a long tail keyword research tool)

geocode_result: Google Local Result (search for  a single address or location)

local_group: Google Local Results (3-pack, 10-Pack)

local_result: Google Local Business Result (single)

md_photos: Local Business Listing Photos & Videos Tab

md_structdata: Local Business Listing Details Tab

md_reviews: Local Business Listing Reviews Tab

md_references: Local Business Listing Web Pages Tab

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