Learn how to set up and measure a brand-related KPI called direct visits, which can show changes in brand perception, along with other indicators.
- [Instructor] We can measure a brand related KPI…and it's called direct visits.…This is a very useful measurement…and it's easy to use.…It's going to measure the effectiveness…of our offline advertising,…the demand for our brand,…and even consumers' intent to purchase.…So, how do we produce this report?…To do this we're simply going to open up the Audience tab.…Once we expand it, we'll click on Overview.…Now we can obviously see the traffic…for a long period of time,…but we're going to add a segment.…
If you scroll up and you click on Add Segment.…Now, if you have a predefined segment as I've got here,…then you're just going to add it now.…You're going to search for it.…Mine is called Direct Traffic.…If you don't have this then you can set this up…by adding a new segment.…I'm going to select Direct Traffic…and I will scroll down and click on Apply.…The report that we're going to see now…provides us with direct traffic as a segment…in relation to our overall traffic.…
When you mouse over the time area of the report…
Learn how to step up your marketing analytics game with this course on setting and measuring KPIs from marketing expert Adriaan Brits. He shows how to import existing dashboards and create brand-new ones to measure your KPIs and keep track of relevant data. Learn how to enhance dashboards with goals and event tracking, review historic or recent trends, and find more data you need. Then get tips and tricks for reading Google Analytics reports and measuring specific KPIs related to content marketing, brand awareness, or even customer loyalty.
Skill Level Intermediate
Q: This course was updated on 12/22/2017. What changed?
A: The following topics were updated: setting up KPIs with Google Analytics and measuring KPIs with Google Analytics. In addition, a new video was added that covers ecommerce KPI tracking.