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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.
In that case, it would be in the Direct Traffic bucket, but most of the time from one link to the other will be appropriately tracked in the Referring Sites report. As we look through this list of sites that have referred traffic to our site, one thing that can be interesting is to use a secondary dimension to see, I know that this is the site it came from, but where did it come to on my site? If we use secondary dimension of Landing Page, we'll get the combination of this two. I can see that in this case, the twitter.com link came here to our blog in this particular blog post. As we can see from Google.com, there were several different landing pages on our site where Google.com sent traffic over.
Now one thing to point out: this is not Google.com's search engine, if someone is actually performing a Google search; this is Google.com's Analytics partner page. In this case, if we want to investigate that a little bit closer, we can actually click on the Google.com link and it will show us what's called the referring path. Referring Path or Referral Path is the path or the address of the page on the referring site itself. So in this case, all of these pages are on Google.com, referring traffic over to our site. Now again, we can do a Landing Page second dimension here, which will show all of the places on Google.com that sent traffic over and where it's sent to on our site. So we can see here that there are several different pages on Google.com that send traffic to our Google consulting services page.
Let's take a look at a example that's not a search engine. If we look down here, we see another one, seomoz. If we click into this link, we can see that these are all the different pages on SEOmoz that refer traffic to our site. If I click on the little box here with an arrow pointing out, it will actually take me to that particular page. In this case, I can see there was an article on Google Analytics, and if we scroll about halfway down, we can see that there is a link over to webShare's site, halfway through the page. If I click on this link, Google Analytics will now record the fact that I just clicked on that link, and I will get a referring site of SEOmoz.
So of course, one of the things we want to do here is evaluate the different sources of traffic to our site, and one of the most important ways we can evaluate traffic is by our goals. So if were to click here on the Referring Sites report and click on the Goal Set 1 tab, I may want to do something like sort by one of my goals. In this case, I have a generic contact us form, and I can quickly see that the joinazima.org was one of the most successful sources of traffic to us. Now I also want to keep in context the number of visits that were sent and between these two, I can determine which was the most successful or important sources of traffic to me, as well as others that perhaps weren't performing so well.
With this report, you can determine not only who is sending you traffic, but just as importantly, whose sends quality traffic that converts on my goals, be it Ecommerce or otherwise.
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