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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.
When it comes to actionable analytics, we're looking for insights-- in other words, ones where we can easily turn around and do something about it that will improve our site. There are few things that can have a quicker more impactful change than improving our landing pages, especially when it's landing pages that we're paying for people to visit. When we're talking about AdWords, it's the destination URL that determines the landing pages, and they have their own dedicated set of reports. We navigate here, under the Advertising section, into the AdWords reports and from here we see the destination URLs. Here in the Ecommerce tab we can see the associated key metrics: Visits, Revenue, Transactions, Average Value, Ecommerce Conversion Rate, Per Visit Value, et cetera.
The default report shows me the most popular landing pages. Well, what can I do with that? In some ways, this really shouldn't be too much of a surprise, since you get to determine where you send the traffic from AdWords. So perhaps Visits isn't the best indicator. To make this report immediately actionable, keep the Ecommerce tab selected and move to the Comparison view. Also change the metric to Ecommerce Conversion Rate. Here we see there is a huge difference in how my landing pages are performing. Clearly, we need to understand what's happening with that second page there and why its performance is so different from the others.
Our first steps might be checking keywords that are driving traffic to the page, and checking ad text, checking internal site search reports, which we'll also discuss in an upcoming video. Once we have some theories about what may be wrong with that page, we need to make those changes and test it. To do that, we can employ a landing page and optimization software set, such as Google's free web site Optimizer, which also has a course here on lynda.com. Landing pages are a critical part of optimizing your site, and the destination URL report is a great first step towards evaluating your AdWords' landing pages.
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