- (Narrator) The source medium report,
found under the acquisition section
within the all traffic dropdown
is very similar to the channels report.
And it's goal is to tell you the good,
the bad, the ugly about how traffic gets to your site.
Except instead of grouping it in large channels,
it's more focused on identifying actual, specific sources
and mediums that users come across.
So, it's a bit more granular and this ability
to pinpoint sources of high quality traffic
and separate them out from the poor performers
is really going to be critical to our success.
Now, first thing that we need to talk about:
how do you differentiate a source from a medium?
Well, medium, the second one here after the slash,
those describe how the traffic got to the site.
There are broad bucket,
kind of similar to channels.
We don't try to identify the exact email that sent
the user to the site,
or the tweet, or even that it's Twitter.
It's just social or email.
The Twitter part is going to be taken care of
in the sources because the sources are the who.
That medium of social -- who was it?
Was it Twitter, Facebook, Pinterest?
That's going to be what's captured here.
The combination of the two,
when we click here in the source and medium,
that's going to be the default primary dimension
when you come to this report.
We can easily change this up here
to focus on sources or mediums.
So first, let's go ahead and hide this left nav again
so we have a bit more room.
And as we scan across the columns here,
we can see how each of those sources and medium combos
in a given row of performing,
of course, beyond just the users,
we want to see into engagement and transactions as well.
All right, first let's look at the dimension that we said
was similar to the channels report we were just viewing
by clicking on the medium link here.
And that's going to change our primary dimension to be
just those broad buckets.
Now, if we go and sort by sessions here,
what we're going to see is that organic traffic
definitely dominates our traffic,
the top three are organic referrals.
And none, which actually really just means direct traffic
to the site.
They make up almost all the traffic -
you look at these and add these here,
it's almost all the traffic,
the rest is a very small percentage.
And then of course we look over here on the revenue side,
it's the same story.
All the money is coming from these top three.
So again, this is why I say it's the first one I go to
when I see a client,
so I can look at this report and almost instantly
tell what's going on in terms of how you generate
traffic and money to the site.
Okay, we're gonna switch back actually to the source medium
here and get a bit more granularity.
I want to see which of these sites are actually referring
this traffic here.
Now, I could just click into the referrals and go that way.
But, I can scan through here and get an idea.
One thing that catches my eye here,
if I come down to the bottom,
there's not very many sessions coming here,
but there is a pretty good conversion rate on this
and it's sending a decent amount of revenue here
even though there's not a ton of traffic
coming through there.
Bounce rates also extremely low at around 14%.
Speaking of bounce rate,
I see a couple more up here.
12% and 13%,
and again if we look over here,
those are contributing quite a bit of revenue as well,
even though the number of sessions is significantly lower.
Here, the top one we have by far
the highest number of sessions,
but it's not the highest contributor to revenue.
Let's see if we can find any other jewels
by doing the weighted sort on this
eCommerce conversion rate.
So, again this is dominated by referrals here.
We have folks who come directly to the site,
and of course as someone comes directly to your site,
they already know what they want,
the chance is that they're going to convert
are pretty high.
But there's also some down here that are actually
contributing even more revenue,
so we definitely want to look into some of these referrals
and understand what's going on with sites that are sending
us this much traffic that's contributing this much revenue.
So, let's take a minute to talk about data quality,
we're starting to get into reports,
we aren't just tracking sessions
and things that are very black and white
and easily tracked tracking code
or any extra data context describe these visits.
So, we provide that context,
which is whether or not they're in email or organic searches
but to trust this data, we have to be confident that
it is being classified here correctly.
Some of these, Google can pick up automatically,
but we'll talk about a video a bit later on about
campaign tagging that's going to give us
some more information where we're going to put this in here.
And that's how we can ensure Google annalytics is able
to populate these reports correctly.
And that it's aware that you're marking activities
including how to identify all these sources and medium.
Now in general, sources and medium report here are going to
provide some of the most fundamental information of what
analytics package can offer in this simple,
easy to adjust report.
We know which sources, mediums, campaigns,
are performing on your site,
and maybe just as importantly, which ones aren't.