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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.
We said that the segmentation is the key in the first step to any analysis. Google Analytics is brimming with segmentation options for us to isolate certain groups our traffic. One that is the most common examples would be segmenting our visitors by region, and from here we can further segment our segments. So for example, we can isolate a single country, and perhaps we want to break that down into individual states. But we don't have to limit ourselves on how we drill down. For example, when we do advertising such as AdWords, we can target our campaigns by country, and so it be very common that we want to isolate traffic from particular country, such as US, and do analysis on just that country.
Maybe looking at just the AdWords PPC traffic, so we can understand how those particular campaigns are performing, how we want to optimize them, all based on isolating only traffic from that country looking at AdWords. Or, maybe perhaps we want to see what web sites are popular for referring US visitors to our site. We can also look at a complete different way of segmenting, such as by search engine. We can isolate traffic from just one of those segments-- in this case the Ask.com traffic--look at different aspects of visitors from that one. Now when we think about search engines, what are the most important things when we think about that? Well, certainly one of those things might be the landing pages.
What pages are ranking on Ask.com for my site? Or maybe we want to think about the different keywords that people are typing into Ask.com that sends traffic to my site. Okay, looks good theoretically. How does this actually work on Google Analytics? Let's switch over to the account and take a look. We first talked about segmenting by region, so let's click on Map Overlay under the Visitors tab. You can see lots of information about how visitors from different countries interact with our site. From here, we can drill down to a different country either using the map or using the data table.
Here we can see all the traffic that's visiting the country, and we can see it broken down broken down by state, with more visits to the darker states, less visit to lighter states. We can also see the exact information down here in the data table, broken down by Visits, Pages Per Visit, Time On Site, % New Visit, Bounce Rate, et cetera. Now when evaluating traffic, don't forget to move over to the other tabs. Our Goals that we have set up, and if you have Ecommerce, that's certainly very valuable information to know. Again, we see this broken down by the individual states. Well, of course, initially it will be sorted by Visits as always, but we can decide to sort by Revenue or perhaps Average Value, and some things jump out at us.
Although California brought us the most revenue, it's interesting to see that North Carolina has a very high average value, as well as Mississippi and Washington DC. Now let's say we want to see something different. Let's say we want to see which city in California has our most loyal clientele-- in other words, the highest percentage of return visits. Let's drill down into California. Here we see the graphical representation of visits from different cities in California. You can see a high concentration around San Francisco Bay Area, Los Angeles area, as well as San Diego.
Now, we don't have a report that gives us a high percentage of return visits, but we do have the percentage of new visits, and we know that the opposite of that would be return visit. So we can sort by New Visits and we'll see all the people with the 100% New Visits, but we want the opposite; we want to get the low percentage of visits. Now I want to see cases that at least had a few. I'm looking for my loyal clientele. Let's go ahead and set an advanced filter to say cities that have at least 10 visits, say number 10 has to be greater than or equal to 10.
Apply the filter, and here you see a list of cities with a fairly low percentage of new visits, meaning that they have a high percentage of return visitors. In this case, Fairfax sends 60s visit, of which 95% were returning visitors. As you can see, we start to see some cities here that don't normally pop up if we were just doing things like sorting by Visits or sorting by Total Revenue. By adjusting our segments and adjusting our metrics, we can see some insights here that wouldn't otherwise necessarily pop up. Let's take a look at the different example with a different data set.
In the first part of this movie, we also discussed segmenting by source, specifically by search engines. So if we click on the Traffic Sources tab, we have an entire report dedicated to search engines. As we see here, far and away the most searches are derived from Google. Let's segment our reports further to view only the segment of traffic sourced from Google by clicking and drilling down into Google. Here we have further canned pre-segmentation options, such as right now we're seeing all of visits, but we know that search engines have both organic, or free, traffic, as well paid traffic, so let's go ahead and just look at the non-paid traffic, otherwise known as free, natural, or organic search results.
These are just a few of your segmentation and sub-segmentation options. These options are nearly endless and will depend greatly on what analysis you're performing and what questions you are trying to answer.
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