Segmenting visitors according to different advertising or organic traffic sources is used in this lesson to test the conversion rate and performance of each segment.
- [Instructor] Campaign-type segmentation can equip us…with so much actionable information.…For example, in digital marketing, some advertising channels…are much more effective than others.…And if even we already focus on our base channel,…our advertising copy can still be improved.…Let's use an example of an advertiser…who makes use of paid and organic search marketing.…They simply want to do an advertising audit…so that they can test the effectiveness of their efforts…and then allocate their budget for the next three months.…
So what I'd now like to do is to share with you…a variety of ways that you can use Google Analytics…to investigate the performance…of these different ad segments.…Now if you start up with a new client account,…you're going to find out if goals were set up…in order to measure some ad performance.…And if it was set up, then you can access an overview…and see what percentage of the goals were achieved…through paid traffic.…And we can do this, let me show you now.…If we head down all the way towards Goals,…
- Define planned and retroactive segmentation.
- Examine planned versus retroactive segmentation.
- Identify the elements of social segmentation for channel testing.
- Determine the fundamentals of conversion segments and conversion path data.
- Recognize the steps for testing content for different audiences.