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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.
As analysts, we want to understand what the popular content is on our site, and that's one of the reasons the Pages report is so popular. The problem is, as we scroll down through here, it's not necessarily all that easy to get insights from here because it's not entirely clear to me what some of these pages are. As I see the pages through here, these are obviously category of pages, and each of these numbers represents one of the categories of products that corresponds to my database, but I as the analyst don't necessarily know what those are. So what I can do, instead of using this report with URLs, is I can come up here and switch this over to Page Title. This is actually going to show me the page title of the corresponding web page.
Now what I can immediately see here are those nasty URLs that represented the pages for my wearables, my accessories, my office pages here. Well those are my product categories. So this is clear, and it's immediately obvious to me in terms of how my products in the corresponding pages on my site are performing. I don't have to leave this page and cross-reference any URLs in another browser, or any other convoluted process, because it's all clearly spelled out for me here as I get a different line for each single document title. Now it is important to note, this isn't a one-to-one ratio of URL to title.
What I mean by that, if certain documents or certain web pages have the same titles, then they are going to get combined into a single line here. For example, we see here there are almost 170,000 pageviews of this top one here. That's a fairly generic Google Store type title. What this probably means is that we are reusing the same title for different pages. What we can do to figure this out is we can actually click and drill down into that particular title, and the next report is going to show us all the different URLs that are associated with that title. And just as I suspected, we see a category id of new and our onsale and our green categories all reuse that same document title.
This can happen a lot if we are using template-based pages. People will use the template and they will forget to change the title for the new page. And this isn't a great thing from a usability point of view, and it can also hurt us from an SEO point of view. So this is something I may want to go get fixed. The beauty of this report is I can easily see all the different pages that share that same title. Now going back to the Content by Title report, I can do some further analysis. For example, one of the things I want to look at is Bounce Rate. Especially now that I have the ability to see what these pages actually are, I can understand what some of the trends are, what some of the products are popular and if anything jumps out on me. Now when I go over here and I do the search by Bounce Rate, I first want to see ones that have a high Bounce Rate. The problem is I am back to that situation where I have got pages in one Pageview and 100% Bounce Rate.
I can come up here to set an Advanced filter and what I want to say is I want to show all of the ones that have Pageviews greater than, let's say 100. Now something has jumped out on me right away. I can see that, for whatever reason, this Organic Cotton Tote Bag in the Accessories category is not doing too well. Of all the Pageviews that are loaded, 100% of those people bounced right away. Something has gone wrong here, and it's not something that's particularly appealing to folks. I want to basically go figure that out, whether it's a problem with the product, whether it's a problem with the page. I've got some actionable data here that I need to follow up on.
As I scroll through this list, we see lots of examples. I can expand the number of rows down here to 50, and we can see some that have quite a few Pageviews but they are still having very high Bounce Rates. For example, our Google Bean Bag has 1600 different pageviews, still sitting around a 80% Bounce Rate. Now we don't always want to focus on the negative; let's always look at the flip side. We can take this exact same report and we can flip it around for extremely low Bounce Rate for products that are very popular. Notice that I have still got my advanced filter on so these Pageviews are going to be relatively high, and again some things jump out on me. For all these products here, the Google Aluminum bottle, the Blinky Pin, my Hemp Travel Organizer, Magnetic Game Set, have a 0% Bounce Rate, despite getting quite a few pageviews.
These are very popular products and ones that do fairly well. I might want to understand a little bit more about the organic search terms that brought people to the site and see how I am really getting solid traffic here that's performing very well. This report is full of valuable actionable information for me. As analysts, much of our job is not about getting the raw data, but rather getting the data in an organized way so we can easily pull out insights that we can actually do something with. Having human-readable titles, that can often make it much easier for us to pull out the data or to share it with others.
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