- [Instructor] In the channel's report
under the All Traffic dropdown,
this is in the Acquisition section here, we can
see detailed metrics in the key channels
that drive user traffic to the site.
I'm gonna go ahead and close this navigation panel,
so we have a little more room for our analysis.
Now, anyone who's serious about digital marketing
should be able to immediately answer a question such as,
what is your best performance force for traffic,
what is your worst. Which channel or medium sends
you the most traffic? Which channel gets you the best
bang for your buck? Even questions like how is your
offline marketing comparing to your online sources?
All of these are relatively easy once you get the hang
of making these acquisition reports really work for you.
In this case we've got seven channels here in the
default channel category dimension, this is where
we're gonna group these different channels together.
Sorting by the highest number of users, we're gonna
start with organic search here at number one .
This is the traffic that comes to your site by clicking
on a standard search engine results page.
Let's see an example of that.
Lets say I go to Google, and I do a search for
"Graphic design tees"
And we see on here at the top these are sponsored
so all of these boxes here these first five these
are going to be ads. And then if we look
down below this section, these are organic search
results, sometimes called "The natural Results".
Now if I click on one of these ads at the top,
and I visit those websites, it's going to record my
channels as paid search. So we have organic search down
here by their kinda natural results, and then we
have paid search in this as well. Both of these are
going to be search engine results in channel. However,
if I were just to go up here and directly go to the site,
lets say I just typed in "CardinalPath.com", and visit
the site, I'm not coming from anywhere I'm not clicking
on any links, I'm not going to a search engine,
I'm not clicking on a paid ad, I'm clicking on an organic
search. I have just directly visited the site,
by typing in the URL. This is most often how we see
direct visits come in, but the truth is it's just a
lack of referring source information, so if for some
reason Google analytics was unable to determine the
source, it would also get thrown into this direct bucket,
just like if I typed it in here so it's a lack of
information about where it's coming from.
The next one down are referrals, these are really
just link clicks, they're just fancy names for
referring traffic from a link, so if I went to a
webpage, and you follow that standard HTML link
then you are referred by that link to the site,
it will be captured in this channel as a referral,
and it knows which site is referring you over,
which site has a link you clicked on and that's part
of the HTTP protocol.
The next one down here is social, these are social
visits come from social media sites in the posts.
The Affiliates channel designates some come from
affiliate marketing efforts, so in this case the
Google partners are the affiliates of
Google in their merchandise store.
Paid search we already saw in the search results
those are basically ads in the search engine.
And lastly Display is advertising but not necessarily
search engine based these are graphical ads
that show up on sites around articles and
other pieces of content.
So, if you click those display ads that come to
our site, that click and everything you do in that
session is going to be tracked here under the
Display category. Now within this channels report
you can analyze these channels by the standard metrics
we've discussed here, got your acquisition ,
your behavior, and your conversions. You can also
focus on the quantity metrics like users and sessions
to see which channel brought the most visits,
in this case clearly organic contributed the most
amount of traffic by, quite a large margin.
You can also look at the quality based metrics
that really show the value of these channels
and the users that come from them. It doesn't do
much good to send tons of traffic if no one buys
anything from that traffic.
So, one thing I want to look at as for example here
in referrals, and not only does this channel have
the lowest bounce rate, one indication of quality
at twenty percent here, but it also brings in
the most revenue at a hundred and sixteen thousand,
far above the others. Although they don't necessarily
bring in the most traffic, this traffic is not only
engaged in the website, but it's spending a lot more
and converting really well, this is clearly a very
important channel for us, sorting by users my not be
the smartest way to go.
You can also drill into each channel to break up
the data by the individual sources so, if we wanted
to figure out what's going on in this referral channel
we can just click inside of it, then it's going to view
the, looks like about a hundred different
sources here that are referring
the user to the google merchandise store,
we can continue our analysis on which of these individual
referral sources provided the best sessions to the site,
the most revenue or any of these other metrics we
want to take a look at. Now remember you can always go
back to the top up here through the bread crumbs just
by clicking all, and that will back you out into the
original report. Okay, clearly this is a very
valuable report, and one I suggest you take the time
to really comb through, in the next video we'll look
at a similar, but slightly different take on these
traffic sources.