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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
The All Traffic report, found under the Traffic Sources section, is in the top three most important reports of all of Google Analytics because it quickly allows you to evaluate all of your sources of traffic and instantly separates the good, the bad, and the ugly. The ability to distinguish high-quality traffic from poor-performing traffic is critical. Anyone who is serious about their web site should be able to immediately answer questions such as what is your best performing source of traffic, what is your worst; which medium sends you the most traffic, which medium gets you the best bang for your buck, and even questions like how is your offline marketing compare to your online sources? All those are easy once you get the hang of making this report work for you.
Traffic Sources are lined up in the table with Source/Medium. These are the default dimension, although that's easily modified. If we switch over to the Goals or Ecommerce tab, we can see how each of those Source/Medium combos is performing, beyond just the number of visits. Let's take a closer look at two of my sources. The newsletter I sent out via email brought nearly 14,000 visitors, each worth nearly three bucks, totaling over 40,000 in revenue. On the other hand, the banner ad I've been running has only brought in 2,500 visitors, and each are worth a mere $0.9.
In total, I've collected just a couple of hundred bucks from banner. On top of that, I had to pay per click for each one of those banner ads, so I need to evaluate whether I am getting enough money per visit to justify how much I'm paying per click or potentially CPM. Now that's an astronomical difference between these two that I need to be fully aware of. Especially when you're running campaigns that you are paying for, such as these banner ads, it is critical that you are able to account for that spend and perform analysis on the performance. Both of those things are relatively easy here in the All Traffic sources report.
We'll talk later about campaign tagging, how you can ensure Google Analytics is able to populate these reports correctly, and is aware of how to track your marketing activities, including how to properly identify each one of these mediums. In general, the All Traffic report provides some of the most fundamental information a web analytics package can offer in a simple, easy-to-adjust report: which resources, which mediums, and which campaigns are performing on your site, and which aren't.
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