By Matt Lawson
AdWords is better when it’s linked with Google Analytics (GA). Analytics reporting gives you much deeper insight into your AdWords performance.
Instead of focusing on the wide array of awesome reports that are available in GA, I want to spend today focusing on a new report that was just released and that will be rolling out over the next few weeks to all GA accounts. Treemaps. (Disclosure: I work for Google.)
Getting To Know Treemaps
Treemapping, in the ever-updating words of Wikipedia, is “a method for displaying hierarchical data by using nested rectangles.”
Nested rectangles, you guys. NESTED RECTANGLES! (I think it’s a sign that I’ve found the right career path when the previous sentence gets me excited.)
In case you don’t share my immediate enthusiasm for nested rectangles, here’s why you should care about Treemaps: you can identify trends and trouble spots across your account with speed and insight that you don’t have when looking at numbers alone.
Treemaps also serve as an awesome hypothesis-generation tool — spend ten minutes in this report, and you can understand your account like never before. What are the relative levels of importance of different areas of your account? Are there things that you care too much about, or things that you’ve overlooked?
Before we dive in, just a couple of things that you should be aware of when working with Treemaps:
- The surface area of your rectangles represents the volume of whatever primary metric you select
- The green-to-red overlay represents whichever secondary metric you select in your account
- As stoplights have taught us, green is good and red is bad. Thus, for metrics where a high number is good (like click-through rate) you’ll see higher numbers in green; for metrics where a high number is bad (like bounce rate) you’ll …read more