Google has just launched a new set of reports in Analytics, which enable AdWords advertisers to see a ‘Treemap’ report of their advertising performance, linked to key Analytics data. Treemap reports are a popular way to review data visually and so quickly identify areas of good or bad performance that can then receive additional attention.
The new Treemap reports in Google Analytics can be found in the Acquisition menu, under AdWords. At the moment these are shown as Beta reports and are gradually being rolled out and developed based on user experience. The Treemaps represent data as rectangles so that the size and colour in each rectangle represent different metrics, so you can combine different aspects of your data into a single visualisation. You can also drill down into the rectangles to see more specific information about a particular campaign or adgroup or keyword.
These nested rectangles allow the identification of trends and trouble spots across an AdWords account, with the speed and insight that often isn’t possible when looking at numbers alone. It enables advertisers to have the ability to understand an account with enhanced clarity and to determine what the relative levels of importance in different areas of your account are, or if anything has been overlooked.
The visual treemaps provide an intuitive representation of good and bad performance, highlighted by green and red overlays. For metrics where a high number is good (like click-through rate) there will be higher numbers in green; for metrics where a high number is bad (like bounce rate) there will be higher numbers in red. Users can choose which metrics are compared within the treemaps, depending on the data and objectives required.
These new reports are a valuable addition to the tools available for managers and allow KPIs to be analysed at a rapid rate, which can lead to enhanced and more productive AdWords management. You can read more here about the new Treemap reports.
If you’d like to know more about how to use AdWords Treemaps in Google Analytics, please contact us now for more details.