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Exploring the New Google Analytics, Standard Reporting Part II

By Edited Nov 13, 2013 0 0

Google Analytics and AdWords

 

 

 

In anticipation of the permanent integration of Google's new Analytics edition, I have written this tutorial to explain the features both old and new. This is Part II of the tutorial, but each part details a different aspect of the Standard Reporting interface in Google Analytics so there is no need to read these parts in consecutive order. However,  if you would like to read Part I, feel free to do so by clicking here. If you are interested in learning how to optimize your content using Google Analytics, please refer to my article, Using Google Analytics for Info Barrel Writers.

Side Navigation Google Analytics Interface
This is a reiteration of how I will be explaining different aspects of Google Analytics in the tutorial so if you have already read Part I, you can skip over this paragraph. This explanation discusses the features under the Standard Reporting tab of the Main Menu. To make my explanations more clear, let me first define the terms I will be using when talking about different aspects of the site. Looking at the Sidebar there are five headings as listed above; these will be referred to as Primary Menus (written in all CAPS and a blue font color). Next, when you click on any of the Primary Menus an expanded list appears which includes two further submenus. The first expansion has titles with an arrow marking them as expanded or unexpanded; this is referred to as the Secondary Menu (written in gray, some with arrows to the right of the title) . Within each Secondary Menu is a last sidebar expansion known as the Tertiary Menu (written below the secondary menu items and shown when the arrow is click and shows the expanded list). Lastly, the Tertiary Menus have tabs within each of them, some have multiple tabs and some only have one tab; these can be referred to simply as Tabs. This tutorial will be explained in parts for each  of the primary menus of the sidebar: Audience, Advertising, Traffic Sources, Content, and Conversions. In each part I will explain all the features of the primary menu item, and all of its secondary and tertiary menus. This is Part II of my five-part tutorial for Google Analytics Standard Reporting that will discuss the primary menu, Advertising.

Note: This because this section of the tutorial is discussing the Google Advertising primary menu, it is important for me to preface this with an explanation. You must have done the following two things in order to receive data for this section:
(1) You must have an active Google AdWords campaign(s) for keywords that are linking directly to the site for the account you are currently viewing
(2) You have linked your AdWords and Analytics accounts; you can do this by clicking on "My Account" at the top right corner of the screen and then going to "Connected Accounts" in the right sidebar menu.


The Advertising Primary Menu, a Brief Description

This menu allows the you to view metrics for your Google AdWords campaigns and use that data to further optimize their advertising. Each tertiary menu shows information for different mediums including Non-Mobile, High-End Mobile, and Tablet, or can display data across all mediums. Since these medium specifiers are used in multiple tertiary menus, let me explain what each is:

AdWords Specifiers

1. Non-Mobile Campaigns - these metrics will show how your AdWords are performing on browsers used on non-mobile devices such as computers.

2. High-End Mobile Campaigns - these metrics will show how your AdWords are performing on browsers used only on WAP (Wireless Application Protocol) mobile phones such as iPhones or Androids.

3. Tablet Campaigns - these metrics will show how your AdWords are performing on browsers used only on Tablets such as the iPad

Note: these are not used in all tertiary menus but only in Campaigns, Keywords, and Destination URLs.

Also, each tertiary menu uses the Explorer Tab in its interface. To save on time and repetition, let me take a moment to explain the specifiers of the Explorer and the metrics used in each:

The Explorer Tab

 


1. Site Usage - this data includes metrics for Visits, Pages/Visit, Average Time on Site, Percent of New Visits, Bounce Rate (as a percentage), Goal Completions (set up in your AdWords account), and Revenue (earned from sales on your site).

2. Ecommerce - this data includes metrics for Visits, Revenue (sales), Transactions (number of sales), Average Value (of the cost of goods sold), Ecommerce Conversion Rate (% of visits that had a transaction), and Per Visit Value (average value of a visitor based on the averaged value of all visitors).

3. Clicks - this data includes metrics for Visits, Impressions (number of times your  advertisements were displayed on a search page), Clicks (on your impressions), Cost (of all clicks), CTR (click through-rate), CPC (cost per click on average), RPC (revenue per click), ROI (return on investment), and Margin (of sales). Note: CTR is calculated as the Clicks / Impressions; RPC is calculated as Revenue / CTR; ROI is calculated as (Revenue - Cost) / Cost; and Margin is calculated as Total Cost - Total Revenue.

4. AdSense - this data includes metrics for AdSense Revenue, AdSense Ads Clicked (number of times your on-site ads were clicked on), AdSense Page Impressions (number of ad impressions shown), AdSense CTR (click through rate), and AdSense eCPM (estimated earnings per 1,000 page impressions). Note: AdSense eCPM is calculated as (AdSense Revenue / AdSense Page Impressions) = (AdSense eCPM / 1,000).

Note: Clicks is only included in the Explorer Tab interfaces within some of the tertiary menus, not all.

Now, moving on to an explanation of the tertiary menus, and all of their components

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1. Campaigns

When in default mode (which shows up first when you load the window), this shows statistics for your AdWords campaigns across all mediums and can be further specified to show only your non-mobile campaigns, your high-end mobile campaigns, or your tablet campaigns. The campaign specifications are located at the top right side of the interface.

AdWords Campaigns

Explorer Tab
Shows data for the primary dimensions Campaigns and AdGroups. As previously discussed, this tab can be further specified to show information for Site Usage, Ecommerce (sales revenue), Clicks (on your advertising links), or AdSense (advertising revenue from your site's on-site ads).
  • Campaigns - this shows information detailing how your campaigns are performing
  • AdGroups - this shows information about your AdGroups. According to the Google AdWords Help Center, an AdGroup is a "set of one or more keywords, placements, or other targeting methods" that is included within your campaigns; a campaign may include multiple AdGroups.

Note: this menu does not provide click through links to other tertiary menus unlike the traditional Overview used in the olg Google Analytics

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2. Keywords

This tertiary menu shows which of your keywords are being clicked on within your AdWords Campaign(s). This includes statistics for your AdWords campaigns across all mediums and can be further specified to show only your non-mobile keywords, your high-end mobile keywords, or your tablet keywords. The keyword specifications are located at the top right side of the interface. This is a very useful feature for tracking the performance of your individual features.

Keywords(74401)


The Explorer Tab

This tab includes the primary dimensions Keyword and Content and can be further specified by Site Usage, Ecommerce, Clicks, and AdSense. Descriptions of these specifiers can be found in the  Campaigns secondary menu explanation.

  • Keyword - this shows information about the performance of your keywords.
  • Ad Content - this shows information about the types of ads that are being shown alongside search results. This can be broken down into ad type (text ads only, text & image/rich media ads, or image/rich media ads only) and ad size (banners, leader boards, rectangles, etc.). Note: the ad sizes available is dependent on the type of ad you are using. 

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3. Matched Search Queries

This tertiary menu shows the search queries that visitors entered into Google which led them to search results with your ads.When in default mode (which shows up first when you load the window), this shows statistics for your AdWords matched search queries across all mediums and can be further specified to show only your non-mobile matched search queries, your high-end mobile matched search queries, or your tablet matched search queries. The matched search query specifications are located at the top right side of the interface. It is also important to note that there are some differences in the primary dimensions being analyzed.

Matched Search Queries

The Explorer Tab
This tab includes the primary dimensions Matched Search Query, Match Type, and Other. These dimensions should discussed in more detail in order to understand the value of this tertiary menu.
  • Matched Search Query - this shows the number of times a search query's results have been listed with your advertisements. This is useful for prioritizing which keywords are working best for your campaign(s). Keywords that have resulted in more visits, revenue, etc. should be kept and the others may need to be removed in order to create the most cost-efficient campaign(s). 
  • Match Type -  this shows metrics for your match types. There are several different match types available to Google AdWords users including: Broad Match, Phrase Match, Exact Match, and Negative Match.  
    • Broad Match - entered into the search as keyword; basically any possible keyword that is searched without use of parentheses, the minus sign, or brackets. According to the Google Analytics Help Center, this means that the search engine reads the keyword as a broad query so your ads will show on "similar phrases and relevant variations" as well as broad matches with modifiers (keyword 1 + keyword 2). This match type may result in higher search queries but typically has a lower CTR and corresponding revenue stream.  
    • Phrase Match - entered into the search as "keyword;" this allows your ads to show for any search queries that match the exact phrase your AdWords are for. However, this may also include search queries that contain other terms as long as they still include your exact phrase. This match type may have a substantial number of searches but still excludes the broader searches by visitors who may not be interested in your ads.  
    • Exact Match - entered into the search as [keyword]; this means your ads will only appear for exact match search queries only. This match type may result in higher CTR's or revenue but typically has a smaller number of search queries. 
    • Negative Match - entered into a search as keyword1 - keyword2; this means your ads will only appear for search queries that match your first keyword without results that do not include your second keyword. This match type has more specified results and so will have a small number of search queries but may result in a higher CTR/revenue stream because visitors entering these queries are searching for sites similar to yours. This is particularly useful for companies with a specific geographic location that are only interested in receiving search traffic from people searching for their type of company in the designated location.

More details about these match types can be found at the Google Analytics Help Center.

  • Other - this shows metrics for a variety of different things for further specification by Visitors, Technology, Traffic Sources, or AdWords including all secondary menu options described below: 
    • Visitors - Language, Continent, Sub Continent
      Other Primary Dimension
      Region, Country/Territory, Region, and City 
    • Technology - Browser, Browser Version, Operating System, Domain, Screen Colors, Screen Resolution, Flash Version, and Java Support 
    • Traffic Sources - Source, Medium, Keyword, Campaign, Ad Content, Visitor Type and Landing Page 
    • AdWords - Campaign, Ad Group, Keyword, Match Type, Matched Search Query, Placement Domain, Placement URL, Placement Type, Ad Content, Ad Distribution Network, Ad Format, Display URL, or Destination URL; these metrics are in the context of the Google AdWords interface so please refer to Google AdWords for their descriptions.

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4. AdWords Day Parts

Day and Night
This tertiary menu shows how your AdWords are performing in different times of the day, days of the week and more. This may be useful for understanding how many search queries display your AdWords based on when they occurred. Knowing this information allows you to optimize the performance of your site(s) during the highest levels of traffic resulting from AdWords.

The Explorer Tab
This tab includes the primary dimensions Hour, Days of Week, and Other and can be further specified to show information for Site Usage, Ecommerce, and AdSense.

  • Hour - this shows how your AdWords are performing in different hours of the day (set in military time)
  • Days of Week - this shows how your AdWords are performing in different days of the week. This may be useful for understanding the prime business days of your site (as far as traffic from ad click throughs).   
  • Other - this shows metrics for a variety of different things. It works the same as the Other primary dimension discussed in the Matched Search Queries secondary menu explanation.

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5. Destination URLs

This tertiary menu shows information about your AdWords performance for given Destination URLs. A Destination URL, according to the Google AdWords Help Center, is "the URL address for the page in your website where you'd like people to be sent after they click your ad." This is different than the Display URL, which is the URL shown within your ad units and does not have to be set the same as the Destination URL you specify.

Destination URL

The Explorer Tab
This tab includes the primary dimensions Destination URL, Ad Distribution Network, Keyword, and Other and can be further specified to show information for Site Usage, Ecommerce, and AdSense.
  • Destination URL - a description for this primary dimension can be found in the explanation of the Destination URLs tertiary menu above. 
  • Ad Distribution Network - this shows the distribution network(s) for the search queries that you have chosen your advertisements to be distributed on. The Google Ad Distribution Network includes all search queries entered into Google Search Engine or any search engine powered by Google, such as Aol.com and the Blogger Saearch Engine.  
  • Keyword - this shows the keywords that have resulted in visitors to your AdWords Destination URLs. This metric is useful for optimizing your campaigns by prioritizing the keywords that have led to the most visits, revenue, etc.  
  • Other - this shows metrics for a variety of different things. It works the same as the Other primary dimension discussed in the Matched Search Queries secondary menu explanation.

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6. Placements

Side Ad Placement

This tertiary menu shows the performance of your ads through placement targeting, which show ads on AdSense publisher websites. According to the Google AdWords Help Center, placement targeting "allows users to choose specific ad placements where they'd like their ads to appear." This placement can be on an entire site (including all possible ad placement choices as defined by the site's publisher) or a "specific sub-set of ad units within that site" (e.g. ads placed in top banner spaces, or ads placed in sidebar spaces).

The Explorer Tab
This tab includes the primary dimensions Placement Type, Placement Domain, Placement URL, and Other and can be further specified to show information for Site Usage, Ecommerce, and AdSense.

  • Placement Type - this shows the performance of your ads in different placement types including: site, video, feed, game, or mobile. For example, an ad with a video placement type may be shown within a YouTube video.
  • Placement Domain - this shows the performance of your ads on different placement domains, which are the domains of the websites of AdSense publishers, where your ads are being shown. 
  • Placement URL - this shows the performance of your ads on specific URLs. These URLs may include any pages under the placement domains.  
  • Other - this shows metrics for a variety of different things. It works the same as the Other primary dimension discussed in the Matched Search Queries secondary menu explanation.

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7. Keyword Positions

This tertiary menu shows the performance of your keyword positions, which are the positions that your ads were shown alongside of in the search results. The keyword positions may range from the first page of search results to the nth page of search results.

Top Ad Placement

The Explorer Tab
This tab includes only one primary dimension, which is keywords, and can be further specified by Site Usage, Ecommerce, and AdSense.

  • Keyword - this shows the performance of your keywords based on where they are positioned.

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8. TV Ads

This tertiary menu shows the performance of your television campaigns, a relatively new feature of Google AdWords. The Google TV Ads platform includes over 100 networks including ESPN, TNT, and CNN. For more information on Google TV advertising, please refer to Google's help guide.

Google TV Ads

The Explorer Tab
This tab includes only one primary dimension, which is campaigns, and shows a few new metrics that may require explanation.
  • TV Impressions - this shows the number of times your ad has been run, with or without viewers
  • Ad Plays - this shows the number of times your ad was run with viewers 
  • Viewed Entire Ad - this shows number of times your ad was viewed in its entirety 
  • % of Initial Audience Retained - this shows the percentage of the audience that watched the ad from start to finish out of the full number of plays
  • Cost - this shows the total cost of all ad impressions 
  • CPM - this shows the cost per ad impression

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This concludes Part II of my tutorial for the new Google Analytics. To continue this tutorial in Part III please click here.


Google Analytics for AdWords
Credit: http://www.seomix.fr/wp-content/uploads/2010/05/google-analytics-adwords-beta-150x150.jpg
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