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  • The Acquisition section helps you understand how people find your website or app.

  • These reports are valuable because

  • they can help any business understand their investment in digital marketing.

  • From email, to social media, to search engine optimization,

  • these reports will help you identify which channels and tactics

  • are generating value for your business.

  • In this lesson we'll review:

  • how to understand all the different sources of traffic for your site and

  • how to find and analyze your marketing campaigns

  • Using the Acquisition reports, you can compare the performance of your various marketing

  • channels

  • to find out which sources send you the highest quality traffic.

  • This helps you make decisions about where to focus your advertising efforts.

  • Reports in the Acquisition section can be broken out by

  • channel,

  • source,

  • medium,

  • campaign,

  • keyword,

  • and more.

  • Let's start by taking a look at the All Traffic report.

  • The All Traffic report lists all of the sources sending traffic to your site,

  • including referrals, search engine traffic, and direct traffic.

  • This report is particularly helpful because you can identify your top performing sources,

  • regardless of whether they are search engines, sites or other referring sources.

  • For example, in the report, you see that google referred more traffic than any other source.

  • It has a medium of organic because these visits came from non-paid search listings.

  • The medium of cpc, for cost-per-click, on this other entry

  • tells us that this traffic came from paid search results.

  • The second most popular source of traffic was direct.

  • Direct traffic always has a medium of (none).

  • YouTube was the third largest source of traffic.

  • It has a medium of referral, which simply means that this traffic came from a link to

  • the our site

  • that was placed on a non-search engine site.

  • Remember, it is also possible to customize how traffic sources and mediums appear in

  • your reports

  • using campaign tagging.

  • Refer to the resources in this lesson for details on campaign tagging.

  • So what makes a good source of traffic for your site or application?

  • Looking at the highest traffic drivers is a start,

  • but it doesn't tell you whether the traffic was qualified.

  • In other words, did the traffic help you achieve the goals you've set for your site?

  • One easy indicator of quality is Bounce Rate --

  • the percentage of visits in which the person landed on your site,

  • but left without viewing any other pages.

  • In this report, although youtube.com sent a significant amount of traffic,

  • it has a 44% bounce rate.

  • By clicking the "compare to site average" icon and selecting a comparison metric,

  • you can see that this bounce rate is clearly an outlier from other traffic sources.

  • A bounce rate this high relative to the other traffic suggests that visitors from youtube

  • aren't finding what they're looking for when they land on the site.

  • Using the secondary dimension in this report can help deliver additional insight

  • about why the YouTube traffic isn't performing well.

  • Let's add a secondary dimension of "Landing Page" to this report

  • and then filter the report to only show the traffic that came from "youtube" as a referral.

  • As you can see now, the bounce rate for YouTube traffic

  • appears to largely depend on which landing page users are sent to.

  • By adding the secondary dimension you get more granular data

  • to identify site issues that may impact the performance of your campaigns

  • and other incoming site traffic.

  • If you have goals or ecommerce set up on your site,

  • you have a much wider range of metrics with which to assess performance.

  • By clicking on the Goal Set or Ecommerce tabs you can view which sources are driving important

  • conversions and purchases.

  • In this case, we're looking at metrics on the Ecommerce tab

  • and comparing each traffic source's ecommerce conversion rate with the site average.

  • Remember, by default, Google Analytics attributes a conversion or sale

  • to the campaign that most recently preceded the conversion.

  • For example, if a visitor clicks on an AdWords ad

  • and then later returns via a referral to purchase something,

  • the referral will get credit for the sale.

  • This information is important to keep in mind as you use the Acquisition reports,

  • since some traffic sources may be better at assisting conversions,

  • while others may be better at closing conversions.

  • Now, let's try switching the All Traffic report to show just the dimension "Medium."

  • With this report, you can analyze how particular types of traffic perform for your site in

  • general.

  • Similarly, the Channels report allows you to see your traffic source reporting rolled

  • up by category.

  • Analytics detects and categorizes many of the channels by default,

  • based on the source and medium of the incoming traffic,

  • but you also have the ability to customize how channels appear in this report by setting

  • your own rules.

  • Check out the resources in this section to learn more about how to customize channels.

  • Let's look at one last report in the Acquisition section -- the Campaigns report.

  • The campaigns report shows traffic for any incoming traffic you've assigned a campaign

  • name to.

  • Traffic from AdWords automatically has a campaign name assigned if you have enabled auto-tagging.

  • Any other non-AdWords campaigns must be manually assigned using campaign tagging.

  • With the Campaigns report, you can compare your various marketing efforts side-by-side.

  • If you use the same campaign name for many different sources,

  • you can segment the campaigns report by source or medium.

  • Using the "other" drop-down in the primary dimensions option,

  • you can also switch the Campaigns report to show you performance data by "Ad Content."

  • Remember, Ad Content is a dimension that you can set

  • to name the various ads you use as part of your campaigns.

  • With this report, you can determine which version of an ad

  • is most effective at driving high quality traffic to your site.

  • Check out the resources in this lesson

  • for more guidance on how you can use the reports in the Acquisition section.

The Acquisition section helps you understand how people find your website or app.

Subtitles and vocabulary

B1 traffic report site acquisition medium campaign

Digital Analytics Fundamentals - Lesson 5.3 Acquisition reports

  • 37 10
    小小佩娟 posted on 2014/03/13
Video vocabulary

Keywords

campaign

US /kæmˈpen/

UK /kæm'peɪn/

  • noun
  • Series of actions meant to achieve a goal
  • A planned set of military activities intended to achieve a particular objective.
  • A series of military operations intended to achieve a particular objective, confined to a specific area or involving a specified type of fighting.
  • A series of planned activities designed to achieve a particular aim.
  • A series of planned activities designed to achieve a particular aim.
  • A series of planned activities designed to achieve a particular social, political, or commercial aim.
  • verb
  • To work in an organized, active way towards a goal
  • other
  • To work in an organized and active way towards a particular goal, typically a political or social one.
  • other
  • To promote or advocate for something in a planned and active way.
section

US / ˈsɛkʃən/

UK /'sekʃn/

  • noun
  • Any of several parts or pieces that fit together to constitute a thing.
  • A part of a whole
  • Specific group of people from a larger group
  • Part of a book, newspaper, etc.
  • verb
  • To divide something into smaller parts
medium

US /ˈmidiəm/

UK /'mi:dɪəm/

  • noun
  • Method of expressing ideas or feelings
  • Something available in a middle size or condition
  • Person who claims to communicate with the dead
rate

US /ret/

UK /reɪt/

  • verb
  • To assess something or consider its qualities
  • noun
  • Current price or cost of something
  • Speed or frequency of events over time
performance

US / pɚˈfɔrməns/

UK /pə'fɔ:məns/

  • noun
  • Act of doing something
  • The action of performing; an act of staging or presenting a play, concert, or other form of entertainment.
  • Activity done to entertain an audience
  • The action or process of carrying out or accomplishing an action, task, or function.
  • The action or process of carrying out or accomplishing an action, task, or function.
  • The capability of a machine, product, or person.
  • The operating speed, efficiency, or capability of a computer or other machine.
  • The financial result of the activities of a company or organization over a period of time.
  • An act of presenting a play, concert, or other form of entertainment.
  • The action of performing, executing, or fulfilling an action, promise, or duty.
  • The action of performing a task, duty, or function.
  • An act of staging or presenting a play, concert, or other form of entertainment.
  • The manner in which or the efficiency with which something reacts or fulfills its intended purpose.
  • The action or manner of performing in a sporting event.
  • The action or manner of performing in a sporting event.
  • A public presentation or exhibition.
  • The way in which someone or something functions or operates.
  • other
  • The action or process of carrying out or accomplishing an action, task, or function.
  • The capabilities or functioning of a machine, product, or system.
  • The operating speed or efficiency of a computer or other machine.
  • A measure of how efficiently a computer or other system operates.
  • The financial results of a company or investment over a period of time.
  • The financial result of a company, fund, or investment over a period of time.
  • The action of performing, executing, or fulfilling an action, promise, or duty.
  • The act of performing; the state of being performed.
  • The action of performing a task, duty, or function.
  • The manner in which or the efficiency with which something reacts or fulfills its intended purpose.
source

US /sɔrs, sors/

UK /sɔ:s/

  • noun
  • A cause or origin of something.
  • A book, article, person, or other resource consulted for information.
  • A person or place that provides information.
  • Piece of information; a person giving information
  • Place from which something necessary comes
  • A person who provides information, especially for a news report or investigation.
  • A place, person, or thing from which something can be obtained.
  • other
  • To obtain something from a particular source.
  • adjective
  • Produces or provides what is wanted or needed
  • verb
  • To get, e.g. a raw material, from somewhere
bounce

US /baʊns/

UK /baʊns/

  • noun
  • A person's energy or confidence
  • Quality causing a person's hair to appear healthy
  • verb
  • To move around energetically, playfully
  • To forcibly remove a person from a bar, nightclub
  • (Of check) to be rejected due to inadequate funds
  • To strike a surface and rapidly change direction
  • To move energetically in an up and down motion
acquisition

US /ˌækwɪˈzɪʃən/

UK /ˌækwɪˈzɪʃn/

  • noun
  • Process of acquiring; thing that is acquired
  • A company or asset bought by another company.
  • The act of gaining possession of something.
  • The act of gaining possession of something.
  • Something or someone acquired or gained.
  • The purchase of one company by another.
  • Something that is acquired or obtained.
  • The act of acquiring property or real estate.
  • The learning or developing of a skill, habit, or quality.
  • Something or someone acquired or gained.
  • other
  • The act of gaining possession of something.
  • The learning or developing of a skill, habit, or quality.
  • The process of learning a language.
traffic

US /ˈtræfɪk/

UK /'træfɪk/

  • noun
  • The cars or vehicles on the road
  • Amount of activity over a communication system
  • other
  • The amount of data sent and received by visitors to a website.
  • Illegal or disreputable dealings.
  • The movement of people in a particular place or area.
  • The conveyance of goods and passengers for the purposes of trade.
  • Vehicles moving on a road or public highway.
  • other
  • To direct and control traffic.
  • other
  • Deal or trade in something illegal.
report

US /rɪˈpɔrt, ˈport/

UK /rɪ'pɔ:t/

  • noun
  • Account of the necessary facts and information
  • The telling of news in the media
  • Official statement about something
  • verb
  • To submit a report or bill to the government
  • To write in a newspaper or speak on a news program
  • To state something officially
  • To officially present yourself to an authority
  • To describe something by telling it to others

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