Analyzing Campaign Performance: Insights from Traffic Acquisition Data

And then the other thing to look at is the campaign, right? So if you are running campaigns like an Instagram marketing campaign, a YouTube advertising campaign, now these names will not make sense to us, but for those who are marketing for the Google Merch Store, they have different campaigns here. There's this one right here, Evergreen Merch Store, USSEA, a search marketing campaign, I guess, it says search, and it shows you, you know, which volume is coming from each of those campaigns, engagement, and all the things we're looking at before. So that's another way of looking at it.

And then finally, the session default channel group. This is looking at overall channels, right? So it's similar to the mediums where, but the medium is more specific, where organic search, the medium will identify which type of organic search, Bing versus Yahoo versus, I mean, yeah, or versus Google. Paid search, email, referral, and network means it's coming from another Google network.

It could be coming, Google owns YouTube, so it could be coming from YouTube. Organic social means from a social media post that someone clicked through, right? So forth and so on. So those are the, and we're going to look at this again when we look at UTM parameters, because it also uses these traffic sources as you build them.

And that's when the last things we'll be talking about, but these are, you know, the ways that you can look at the traffic acquisition. All right. So let me go back to the snapshot.

All right. So as you see, you get, let me go one more back. All right.

So here's the home screen. The home screen provides some, you know, it's a dashboard. The first page provides some information that feels most pertinent, right? And tell me active users by country, well, 8.3,000 were from the US, and 1.3,000. If I clicked on this, I would get all the countries that, you know, people are coming from, right? So forth and so on.

162. So that's a lot. Global website.

All right. So, all right. View by page titles and screens.

So, for each of the different Google website pages, the Google merch shop, men's unisex, drink, where it tells me information about which pages are being viewed, right? And this again, anytime you see something along these lines, stars or a magic wall, it shows, you know, AI integration. So this is something that, you know, probably did not exist on this website before maybe 2024. But now, you know, maybe before 2025, really, you're getting, in addition to reports, actual insight from the Google algorithm, which would say, oh, AI, we forecast that users would be between a month, 1,485 and 3,555, the actual users of 3,597 were greater than this range.

So they're saying we did better than what they expected based upon the patterns they were reading. This is going to be very specific to your website as to what information they provide. Also will come with a recommendation, telling me that it's Eureka's configured consent mode, et cetera.

So this is your homepage. Now, if I click on reports, I'm in the report section, and the report section has its own snapshot, right? And it's giving me how many active users out of those users, and how many are new. So this means that 45,000 are new, and 17,000 are returning visitors.

Now, depending upon what my marketing objectives are, remember when we talked about measurement plans, we stated that the objective might be to get new customers, in which case I want to get that number up as high as possible. If my objective is to get returning customers, then I certainly want to get a high percentage of the active users who are not new, but returning. Average online, two minutes and nine seconds.

Is that good? Is that bad? Well, it depends. Over time, you can see how that correlates with sales. When they're online for three minutes or more, on average, maybe you get more sales.

So you have to look at that. And the event count, they did 1.8 million events between September and October, 28 days of this period, right? And then you have the top pages and screens. So again, some of the same information we saw is just giving it to you again, sessions by these various first sources.

Now you see here, it's combining the first user source and medium. So in this case, it's giving you where they came from and how they got there. So it was Google, the website that came from the Google search browser.

And they got there to record organic search versus coming from Google and coming to CPC, which is a Google ad. So this is telling me out of the 21,000 plus visitors that came from a Google search, 15,000 were organic, and 6.6 were I paid for, or, you know, merch store paid for, right? It tells me Bing. So again, and then, you know, to change that, for any time you don't understand anything, you can always, they do provide definitions, the source and medium by which the user was first acquired, since the dimension describes how you first acquired a user, dimension values and change for a user, the user returns to your website or app more than once.

So it's the first time that person came through. So that's why these are important. Understand what the different ones mean.

Sessions by session source, medium. If you read that, the source and medium that referred to the user's session. This dimension describes where users come from when they start a new session.

Unlike the first user source, medium dimension, the session source, meaning dimension changes each time a user visits your website or app. So this is telling me the first time they came through, they came through directly, they typed it in on Google, it's just saying the last time they came, here's how they got here. And you can track that and see whether your organic is, you know, you would assume that the direct would increase for repeat visitors, right? Because once you get to a website first that you might find through organic search, you might then bookmark it or just remember to type it in, which is direct.

All right. So that's the type of relationships you're looking at. New versus returning users, right? Showing me how many of my new users are new versus returning is basically graphing what we saw up here.

Key events by platform, we're only tracking web interactions. So that would be there. And it's giving me some insight into access loss, you know, users spiked, whatever it's saying here.

Active users by city, right? The metric, you know, the, you know, tell me how many users in the city. So you see a combination of dimension and metric. Dimension is the city, and the metric is how many users.

And you click on that and get the full list. So that's the report snapshot, right? Then it's also a real-time overview. What does that mean? When you, one moment, when real time essentially means, you know, in the last 30 minutes or the last five minutes, this is what's taking place now.

It's probably including me because I'm on the website and I'm, you know, last 30 minutes, I joined the website. So one of the 69 is me. One of the 10 is me because that website is still open in my browser.

And it shows minute by minute what your active users are. So it's all real-time. What pages, about the first user source, where they came from, by audience.

You know, we talked about audiences and, you know, the audiences that are recommended by Google or an audience that you can create. So it will look at these audiences, ones that you create, and ones that were recommended. And it will show you out of all the users, 72.

72 are non-purchasers. Forty-three of them were recently active. It tells you 44 of them scrolled at least 75% of your page.

So they likely had set up an audience. Tell me what, you know, when someone reaches 75% of the page, add them to the audience. So we're just looking at the results of these audiences.

And it tells me views by page, view page title, and screen name. Again, this is all in real time, the last 30 minutes, which pages are being viewed, and events. These are all events that they have identified.

These are total events, not key events. So, view item list, 306 times people did that, 286 times people viewed the page, so forth. And then these are key events.

So these are the key events, the three of them: view the item, 50 add to cart, 10 purchase. Those are the three key events. And here are, you know, some of the other events that they're also tracking.

All right. So that is the real-time overview. Then you have real-time pages, right? So it tells me just about page views when in the last 30 minutes, the last 50 minutes, 30 minutes in both cases, last 30 minutes, and minute by minute.

But now it's telling me the pages that people have viewed in a backslash with nothing, as generally the homepage. So 39 active users viewed it 51 times, which means they left it, and they came back to it. So, a total of 51 times it was viewed, and it shows you all the different pages where this is taking place.

All right. So that's all real-time information. So real-time reports show real-time data on active users, page views, events, and conversions currently happening on the website.

And you saw that, right? Locations, traffic sources, and we also saw. So those are the types of reports in a real-time report.