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Google Analytics Essential Training (2010)

Finding data in a Campaign report


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Finding data in a Campaign report

At this point, we've planned out our campaign tracking strategy; we've tagged our links in our ads, emails, and other online advertising; we put vanity URLs in our offline media; and we are ready to see our results in our reports. Now if we come down here and we look at the Campaigns report, under Traffic Sources, this report functions very similarly to the All Traffic report, in that we can change our primary dimension up here to Source, Medium, Source/Medium combination, or any of these other dimensions that are available. We can view all the same groups of metrics that we've seen before: Site Usage, Goals Sets, Ecommerce, et cetera.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

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.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Finding data in a Campaign report

At this point, we've planned out our campaign tracking strategy; we've tagged our links in our ads, emails, and other online advertising; we put vanity URLs in our offline media; and we are ready to see our results in our reports. Now if we come down here and we look at the Campaigns report, under Traffic Sources, this report functions very similarly to the All Traffic report, in that we can change our primary dimension up here to Source, Medium, Source/Medium combination, or any of these other dimensions that are available. We can view all the same groups of metrics that we've seen before: Site Usage, Goals Sets, Ecommerce, et cetera.

So let's dive in and look at a couple of campaigns. As I look down through here and see my list, the vast majority of my visits seem to come from these two campaigns. As I look through here, similar time on site, both seem to get majority of new visits. So far, they've seem very similar. But of course, we want to look a little deeper; we want to look at the performance of these guys. So let's come up here. This is a shop, so I am going to choose the Ecommerce tab, and now we see a completely different story. Despite the fact that they've got 28,000 and 24,000 visits, this coffee shop has generated only $17 in total, while the California Campaign seems to generate almost $6,000.

So what could be going on here? Well, we need to dig a little deeper. We know the campaign names, but we don't know much about what's inside the campaign. Now our campaign is the overall umbrella that includes different sources, different mediums, so let's start by there. Let's check a secondary dimension for these campaigns of source. Both of these campaigns seem to be coming from Google. I wonder if this is organic or if this is paid search, so let's go ahead and change our source here to Medium.

Both of these campaigns are coming from Google cpc, and we see all the visits being generated from this, so we need to dig a little bit deeper. Let's try coming down here and check in the next one, Keyword. We are starting to see a little bit more here. Despite the fact that there were a ton of visits here, 17,000 and 10,000, there is very little revenue generated by either of these under the content targeting. We do see some actual keywords that were targeted here, which of the 5,000 some generated 3,400. Let's keep going. Since I am starting to suspect content targeting versus search targeting, I can actually go down here to the AdWords ones in my secondary dimension.

We can set up that as the ad distribution network. This will point out which ad distribution network is responsible for which ones. Here again, we see lots and lots of visits here that results in very little revenue. As for Google, search has a lot of visits, but also results in more of the revenue. I can actually sort this by revenue and it becomes pretty clear. Between Google search and the search partners, there were a lot of visits and also a lot of revenue. Here in the California side, we had a lot of visits on the content network with very little revenue, and on the Coffee Shops campaign on the content network, we had tons of visits and absolutely no revenue.

So at this point, we have a pretty good understanding of exactly what's going on with our campaigns. So through the campaigns report, we can evaluate our campaigns overall, or we can really dig into the performance of our campaigns across different mediums, sources, keywords, ad network, cities, you name it. You may recall in the very beginning of this course we showed an example of how we found out exactly how much revenue was generated via different versions of an email blast. Now my hope is at this point, you know exactly how that was tracked. We tagged each email with campaign variables and Google Analytics did the rest.

So hopefully now you'll never send out another untagged email, you will never launch another untagged banner ad, and as a rule, you'll never launch another marketing initiative without thinking yourself, now how are we going to identify these visitors so we can track the performance of this campaign?

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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