If you use AdWords, you're probably familiar with the AdWords reports in the Google Analytics Traffic Sources section. Using these reports, you can compare AdWords campaigns and ad groups against each other and track individual keyword performance. But wouldn't it be useful to instantly compare - in every single one of your reports - the performance of AdWords traffic against the performance of all site traffic? Even better, what if you could compare a specific subset of AdWords traffic to AdWords traffic as a whole and compare both of these segments to all site traffic?
You can do all this and more using Advanced Segments. The latest Google Analytics in 60 Seconds video shows how to create a segment that includes only AdWords traffic and then how to refine that segment to include only a specific set of keywords. We illustrate how to isolate brand related keywords in the video, but with a little experimentation, you can create the AdWords segments that are most relevant to your business. Then you could compare how frequently visitors from each segment use the search box on your site (Site Search Overview report), how many new visits versus returning visits came from each segment (New vs. Returning report), and how many visits from each segment came from New York (Map Overlay report).
You only have to define your segments once and they'll be available to any user who has access to the profile. This means you can define segments for others in your organization to use. Also, segments can be used with historical data as well as current data. So, if you want to go back and see how an AdWords segment performed one year ago, you can.
Leave a comment and share your favorite AdWords segments.
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