Google Analytics seems to morph into a new forms at a dizzying rate. Sometimes the result feels like window dressing without any real substance. However, the most recent change from Traffic Sources to Acquisition in the standard reports menu brought with it some new views and useful changes. Today we discuss one of the three new reports in the Acquisition menu, the Overview Report, and how it offers some quick and useful insights into your campaigns.
The new Acquisition overview report provides a three panel view that shows channel, behavior and conversion (goals or eCommerce). While you can find the information provided in custom reports already, the Overview report gives a visual cue to the impact each one of your marketing channels makes on your conversions. The ability to sort by any of the fields, or shift the bar graph to reflect values in each of the three panels lets you slice and dice your channels quickly and efficiently. In a matter of a few quick mouse clicks, you can compare metrics like the Avg. Visit Duration and Bounce Rates across channels to their Ecommerce Conversion Rate. But that only scratches the surface of the information provided by the new report.
The drop-down menu lets you shift between Channels, Source/Medium, Source or Medium. So if you want to compare paid search visitors engagement with your content to organic visitors, the graphs provide all the data necessary to gauge the differences in Bounce Rates, Pages / Visit and Avg. Visit Duration. If you want to compare conversion rates and impact on sales between Bing, Facebook and Google, select Source from the drop-down and view the Ecommerce Conversion Rate, Transactions and Revenue. Clicking on the Revenue value shifts the graph for a visual representation of the impact, and shows the actual dollar values of each source. The combination of shifting the graph and values with sorting by any of the metrics quickly shows the relative impact of each channel or category.
Add the additional element of comparing to previous month or same time frame last year, you not only know how each channel compares to the others, but each channel’s performance trend over time. While Channel data is not available before July 25, 2013, use the Source and Medium combinations instead to analyze the data. Using all of these views and metrics gives the best start to defining your strategy moving forward. Look for big potential in the numbers like declining performance of a strong channel, smaller volume channels with upside and strong conversion rates or an increase in bounce rate from one or more channels. All of these observations only start the digging into campaigns, landing pages and checkout flow, but they create a strong starting point for focusing your optimization efforts.
In the next article, “Mining For Gold in Your Campaigns Using Google Analytics Channels Report“, we will discuss the Channels Report and an even deeper dive into performance metrics by channel and Secondary Dimensions. Till then, dig in to the Overview, we are sure you will find something that surprises you about your campaigns.