Scenario: Collecting Acquisition Data
Often, marketing professionals and business owners want to develop a deeper understanding of where website traffic is coming from, so they can both build on any momentum their seeing, but also find ways to tailor content to specific audiences.
For this next series of tests, we’ll dive into Google’s ability to tell us about incoming traffic.
Query: “top channels over the last quarter”
And we have a winner. Google pulled a Top Medium by Sessions report for the entirety of Q2, 2018.
Time to turn the heat up.
Query: “show me which pages saw the most traffic from Google last week”
Let’s dissect this search query for a moment. In a nutshell, I’ve baked in a few different requests into this search. I’ve asked Google to fetch data on:
- Specific pages
- From a specific source
- Within a fixed span of time.
And Google wins again. The report it pulled was Top Page by Sessions for Source of “Google.” Awesome.
Query: “which marketing channel is most effective?”
Alright, we’ve reached a limitation, and for good reason. According to Google’s knowledge base quote above, Analytics Intelligence only understands explicit metrics and dimensions such as City, Medium, Conversion Rate, etc…
In the example above, we saw very conveniently that “marketing” and “effective” are reported as terms that were not clear enough to produce a result.
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