If you’ve logged into Google Analytics this morning you’ll no doubt be seeing the new reports on the left hand side: Acquisition and Behaviour.
Acquisition section replaces the Traffic Sources section along with two new additional reports – Overview and Channels reports.
The Behaviour section replaces the Content section but still contains the same reports as before.
Acquisition – Overview Report
When you click on the ‘Acquisition > Overview’ report you will see something that looks like this:
What you are presented with is 3 metrics each along the top grouped by Acquisition, Behaviour and Conversions.
Update: The blue bars are best viewed in isolation. Please see comments below for an explanation.
At a quick glance you can see how each channel is performing from:
- Acquisition (how much new traffic are we getting?)
- Behaviour (What is the traffic doing?)
- Conversions (Is this traffic turning into leads/orders/bookings/conversions etc)
Note: You can edit the channels to include your own marketing campaigns (banner ads, direct mail, social campaigns etc) if you’ve been using UTM tags to tag all your campaign links or you could just select from the drop down which mediums you would like to view:
Acquisition – Channels Report
The Channels report is similar to Overview but allows you to drill down into each source or medium and then view how each specific channel is performing from an Acquisition, Behaviour and Conversions point of view.
Below shows you the new report for Referral Traffic:
So from the above you can see that referring traffic from Distributors and Merchants is great for Acquisition. High % of new visits all round.
However, that traffic is not sticking around for too long. High bounce rates. Maybe the traffic should be going to another page which is more relevant? Prices? Dimensions? Packing Quantities?
Notice how traffic sent from Burton Roofing sticks around longer? Only a 25% bounce rate compared to others, and is generating us some conversions. Thank you Burton Roofing for sending us good traffic.
Below is the same report but this time for our Email campaigns:
All of the answers to common questions (how much new traffic are we getting? what is it doing? is it converting?) can now be obtained from one quick and easy to access report – as opposed to setting up lots of custom reports previously.
If anyone requires any help with understanding their Analytics data or require help setting up their Accounts then please do get in touch.