Treemap Reports in Google Analytics

Treemap reports are very useful for comparing two metrics for your traffic sources. These can then be used to further optimize your website and your ad campaigns. In fact, this tool is mostly used for Google AdWords. It is a great way to see which ad campaign brings the best results and then focus on them instead of spending money in a way that does not bring quality traffic back to your website.

How do Treemap reports display your data?

As mentioned above, Treemap reports show two metrics and are visually represented by nested rectangles. These rectangles have a certain size and color; the size represents the first metric and the color represents the second. In simpler terms, the larger the traffic number, the larger the rectangle. As for the second metric, it is usually represented by the colors from red to green, with green representing something that is performing well, and red representing something that is performing poorly. There is a simple color bar on the top right of the report to give you more information.

How to use Treemap reports?

Just like anything in Google Analytics, Treemap reports are easy to find, just navigate to Acquisition > All Traffic > Treemaps. There you are presented with a simple interface. On the top left, you can choose which metrics will be used to create the report. There are three main ways these reports are being used for: landing page optimization, tracking campaign performance, and ecommerce conversion.

Landing page optimization. This treemap provides a view of which pages are receiving the most traffic (larger blocks) vs. which pages are generating higher interest (darker green). What exactly does interest mean? Well, it refers to whether the visitors are interacting with your website, like visiting other pages and not just leaving after seeing the landing page. From a report like this, you can identify which pages are your best performers and try to replicate that success with other pages. In addition, you can see which source generates the best traffic. This can help you concentrate more on that source or improve others that are performing underwhelmingly.

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Tracking campaign performance. The treemap report is probably the best way to track your advertising campaigns. It can be used both for social network tracking and AdWords tracking. If you want to set up social network tracking, you will need to set these metrics:

  • Primary Dimension: Social Network
  • Primary Metric: Sessions
  • Secondary Metric: Avg. Session Duration

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To use with AdWords, the process is pretty much the same. All you need to do is to change the metrics to:

  • Primary Dimension: Campaign
  • Primary Metric: Sessions
  • Secondary Metric: Bounce Rat

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The most important metric to understand here is Bounce Rate which represents the percentage of visitors who navigate away from the site after viewing only one page. So, good campaigns are those with a lower bounce rate. One thing to note is that for the Bounce Rate metric, the treemap color scale works in reverse, i.e. higher bounce rates are displayed in red and lower bounce rates are in green.

Ecommerce Conversion. If you have ecommerce tracking enabled in Google Analytics, you will have a few additional metrics available in your treemap report (i.e. Transactions, Revenue, Ecommerce Conversion Rate, and Per Session Value). You can use a treemap to visualize which channels are the most profitable:

  • Primary Dimension: Default Channel Grouping
  • Primary Metric: Sessions
  • Secondary Metric: Ecommerce Conversion Rate

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The report shows that although Display is generating the largest proportion of traffic, Email, Paid and Organic, and Search have higher rates of conversion. This is another great way to improve your business - by locating and improving your weak spots.

In conclusion, Treemap reports are a powerful tool that can be used to improve your website or business and achieve your goals by providing you with relevant data. Use it wisely.

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