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Treemap reports allow you to visualise your data with a primary metric denoted by area (the larger the area occupied the higher the metric value) and a secondary value shown via colour coding (with green good and red poor).

Treemap reports are available within the Acquisition section of Google Analytics - appearing under both "All Traffic" and "Adwords". The All Traffic Treemap allows you to visualise the performance of your channels whilst the Adwords Treemap allows you to drill down from a campaign level to view Adgroups and then onto keywords.

In the example above, organic search generated the largest number of sessions (represented by the largest rectangle) whilst paid search with less traffic is represented by a smaller rectangle.

Clicking on one of the rectangles allows you to drill down and view the finer details of the channel displayed in the report. For example, clicking the Referrals channel will enable you to view incoming traffic driven by specific referrer sites.

Metrics within treemap reports are categorised as being either primary or secondary.

  • Primary metrics are defined as volume metrics, such as sessions, goal completions or new users.
  • Secondary metrics are relative metrics. Examples include: average session duration, bounce rate, goal conversion rate or pages per session.

The relative performance of the secondary metric is colour coded with green good and red poor. For example a high bounce rate will appear as red whilst a lower bounce rate will appear in green

There are currently a few limitations to the reports:

  • The Treemaps report can only display up to 16 rectangles at a time.
  • The report is not available in Mobile App views
  • Segmentation is not yet supported

With the remarkable rise in online retail competition is now tougher than ever. On top of this, consumers are becoming increasingly savvy and demanding so retailers have to work extra hard to adapt their services to ever changing online shopping patterns.

Google’s Enhanced eCommerce tracking can help by providing insight into customer behaviour and the effectiveness of merchandising efforts. The emphasis now lies in understanding shopping habits, sales regeneration activities and effective customer segmentation.

With Enhanced Ecommerce you can see:

  • View and click data for promotional campaigns
  • View and click data for individual products
  • View data for product detail pages
  • Added and removed products from your shopping basket
  • Data on started, completed and abandoned checkouts
  • Refund requests

Once Enhanced eCommerce is enabled and feeding data through to Google Analytics you gain access to a number of reports:

  • Shopping behaviour. You can look at the whole purchase funnel from a product page view through to a purchase. This can be customised to accommodate for specific elements unique to your shopping funnel
  • Checkout behaviour. This report specifically looks at identifying the paths taken through your checkout process. This can be a powerful tool in understanding checkout funnel exits and can help in providing ideas for improvement.
  • Product performance. Allows for the evaluation of individual products. You will be able to view the number of times a product has been viewed, added or removed from a cart and purchased.
  • Product list performance. Helps with understanding and managing intra-site marketing. This means you can now compare products that are in a ‘Bestselling’ category to ‘Other people have purchased’ products.
  • Coupon and affiliate marketing. You track revenue, transactions, and average order value as they are associated with affiliate sites that drive customers to your site. Additionally you can look at the effectiveness of internal promotions and product-level coupons.

Google Analytics Enhanced eCommerce is a complete revamp of the traditional eCommerce tracking as it provides many more ways to collect and analyse data. As a result it may feel a little daunting to implement but, if done properly, it may open up a world of opportunities.

With new features regularly popping up within Google Analytics it can sometimes be hard to keep up to date with all the new tools and options available.

As a result Google have recently starting publishing release notes within the Google Analytics Help Center. Click through to see what's new!

Benchmarking reports allow you to compare your data with aggregated industry data from other companies in your industry. This matters because it provides a valuable context to your business by helping you get insight into trends occurring across your industry, and finding out how you are doing compared to your competition.

You can choose from over 1600 industry categories whilst still further refining the data by geographic location and traffic size. This can help you get answers regarding:

  • Your industry sector’s low-end and high-end performance
  • Standards in you sector. Let’s say you have a bounce rate of 38% which you see as a good performance metric. Are you still happy if you find out that your industry’s benchmark is 30%?
  • Competition levels. Does having 85 similarly performing competitors in your area mean increased competition for your business?
  • Your marketing channel performance. Comparing your PPC channel, are you getting less traffic than your competitors? If yes, then you may want to increase your advertising budget or improve your PPC campaigns for better performance.
  • Device specific performance. Is your site mobile-friendly? How about your competitors’?
  • Location specific performance. Can help you find markets your competitors are not targeting.

Contextualising your site performance is a great way to add meaning to the work you have done, plan what needs to be done and gain insights into trends within the industry. There are however a few considerations you need to be aware of:

  • You competitors may not always choose to share information with Google or they may not be using Google Analytics. This means that the data available may not necessarily be completely representative for your industry.
  • Even if your competitors are choosing to share information with Google they may select a different industry vertical than yours. In this case you may not be able to compare your performance against all your close competitors.
  • Google aggregates and anonymises data. This means that you will not be able to single-out competitors and you won’t know exactly where the data is coming from.

Whilst benchmarking reports are one way of gaining competitor intelligence they will not be able to give you straight answers and most probably you will want to use other tools for a more comprehensive competitor analysis.

Engagement reports can show page depth as less than one

On first glance - seeing a page depth of less than 1 - the assumption is often that this must be due to bot traffic or that somehow analytics didn't load a page view properly.

In most cases however this is due to the way that analytics records sessions. After 30 minutes of inactivity a session times out (unless you amend the default tracking settings).

A session with a page depth of less than one typically occurs where you have event tracking on a site.

Lets look at an example - if a visitor reaches your site, looks at a few pages and then goes for lunch. If they return after 30 minutes (they may have left the site as is on their PC) this will count as a new session.

If this page had something on it that is being tracked via event tracking (e.g. a file download or a widget) any interaction with it will generate an event but not a pageview - if they then leave after such an interaction a session is recorded with an event but with no page view - hence a page view less than one.

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