In this live example, see how to use segmentation to retroactively find causes of common problems such as revenue and traffic loss, as well as how to set up such segments.
[Instructor] We're going to do a…major fault-finding exercise…with Advanced Reporting and Segmentation.…Imagine we've that been tasked to do…a digital asset valuation,…and the chief finance officer tells…you that there was a major drop…in revenue which caused by traffic reduction…a long time ago between the 11th of November 2012…and the 15th of December, over a four week period.…When you hear traffic reduction…immediately some metrics come to mind.…
So let's see what we can find out.…We're in the property that this all relates to…and in the top right area we're…going to set the date range as provided.…Next in the left column, we're going…to look at audience, so we'll click on Audience…and we will click on Overview,…and we can see from the traffic graph here…that there has been significant reductions…in traffic at certain points in time.…
So we can understand why management…wants us to get to the bottom of this,…but now we need to dig a bit deeper.…Let's start by segmenting our traffic types…to find the cause.…So we head up to Segments, click on that segment.…
Note: This course picks up where Google Analytics Essential Training leaves off. If you have questions about how Google Analytics works straight out of the box, see that course for more information.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Measuring the performance of search engines over time through segmentation
- Doing more with analytics
- Understanding user intent
- Setting up site search
- Using content grouping
- Building customized team reports
- Setting up operational dashboards
- Fault reporting with segmentation
- Conversion rate analysis
- Creating a custom attribution model