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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.
One very useful feature of AdWords is the ability to show your ads during the time of day when they're most likely to bring you value. For example, say you're a local flower shop and if you know that you're much more likely to secure a sale during business hours when you're there to answer the phone, rather than say at 3 a.m. when they may have decided to go with an online shop, you can choose to concentrate all of your ad budget during the daytime hours. But what if it's not so simple? What if you don't know exactly when you should be running your ads or if there's even a difference at all? Google Analytics can help you answer this kind of question with the Day Parting report inside of the AdWords reports.
Here we see visits via AdWords plotted out against the hours of the day. Here we can clearly see that your most active time of day is in the early morning and that during the wee hours here in the middle of the night, things aren't so hot. Okay, good, right? We should adjust our AdWords? Not so fast. We're not in the business of getting visits. We're in the business of making money, and we want to see when the most valuable traffic comes by, as well as the most volume. So we need to adjust our metrics to reflect that. Go up here and click the dropdown. We want to select the option here to compare two metrics: we want both Visits and we want Per Visit value.
When we do that, what we see is that while volume does drop off as the day rolls on, the value of those visits remains extremely high; in fact, it's at its highest point. So the last thing we want to do is drop off this highly valuable traffic that comes here in the late afternoon and early evening. Ultimately, day parting can do a lot to maximize and squeeze every drop of value from your advertising dollar, especially certain types of businesses. But make sure you fully understand what these reports are telling you before you take action that could end up hurting rather than helping.
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