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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.
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?
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