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Google Analytics Essential Training (2010)

Understanding when to use content drilldown


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Understanding when to use content drilldown

Depending on your site's architecture, the Content Drilldown report provides a unique and very efficient reporting tool to analyze your site's content. Now we've looked earlier at the Top Content tool, and what this does is gives us that idea of the individual items, but it doesn't make it easy to group them, and this can be sometimes misleading. For example, if we look down here at the Top Content Report for the webShare site, we might think that the locations subdirectory is actually one of the more popular ones because it's here on top of the report. But if we look down further, we see that this tools directory pops up a few times. Now the problem here is that this is showing the individual tools, which all happen to live under the tools directory.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

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.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Understanding when to use content drilldown

Depending on your site's architecture, the Content Drilldown report provides a unique and very efficient reporting tool to analyze your site's content. Now we've looked earlier at the Top Content tool, and what this does is gives us that idea of the individual items, but it doesn't make it easy to group them, and this can be sometimes misleading. For example, if we look down here at the Top Content Report for the webShare site, we might think that the locations subdirectory is actually one of the more popular ones because it's here on top of the report. But if we look down further, we see that this tools directory pops up a few times. Now the problem here is that this is showing the individual tools, which all happen to live under the tools directory.

If I want to understand the overall sections of the site that are going to be the most popular, what I need to do is find a way to figure out how to group all those tools together and compare them to all the other things grouped together. If you have got it organized into subdirectories like this, it's actually very easy to see. We simply go up and click on the Content Drilldown, which is going to start at the root of my site, which is just the slash, the thing right after my domain name, and show us all the things that are the most popular based right off of the root, in other words, all the subdirectories and pages that live right off of that first slash.

Now what we can see in this case is that the locations one that was up there at the top now has gotten bumped down a couple. Actually the /tools subdirectory and the blog are more popular. Now we can go further than this. If I want to see which individual tools are more popular, I simply click into the tools subdirectory, which is going to drill down into there. What we'll see here that everything I'm going to see from now on is based on just things that are under the /tools directory. So for example, we can see which of those pieces of content underneath the tools subdirectory, in this case, which particular tool is the most popular. I can see that the ad-split-testing- tool is most popular, followed up by the sample-size-estimation-tool.

All of the stats and metrics that I would get for here are just going to be based on things inside of the tools subdirectory. All the information that we see here in the Content Drilldown is going to be the exact same content that we see inside of the Top Content report; it's just been grouped into subdirectories. Now, not every site can take advantage of this. For example, if we flip over to the Google Store example and we scroll down here and look at the Content Drilldown, we see that it's not easily divided into subcategories or subdirectories. All the content is based off the root and there isn't any clear way to drill down or compare sections of the site, because that's not how their site architecture was set up.

For sites that are organized by subdirectories, the Content Drilldown allows you to browse the content reports using the similar hierarchies you would see on your actual web site, and therefore as an analyst, you get a much clearer picture of how each content area is performing.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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