Treemap Reports in Google Analytics


This past year Google has introduced a bunch of new features in Analytics. A very recent example are the Tag Assistant Recordings, which were introduced at the Google Analytics Conference in Belgium. Another relatively new feature are treemaps. But what is a treemap and how can it help us?

What is a treemap?

A treemap is just an alternate way to display your data. Instead of having to analyze and rely on a whole set of data, it is now very easy to visualize both positive and negative trends. This way you will have a better idea of the succesful and less succesful statistics in your account and thus a better understanding of factors that may need some improvement.

What does a treemap tell us?

 

The results which are displayed in a treemap are based on logical color codes:
– Positive results in green.
– (More) negative results in red.

An example: when we are talking about Click-Through-Rate (CTR), we can all agree that a high CTR is better than a low CTR. In a treemap this will translate to high results showing up green and low(er) results showing up red. Vice versa we all prefer a low Bounce Rate above a high Bounce Rate. In this case a high bounce rate will show up red.

Treemaps are provided at two different levels. In our Analytics account in the “Acquisition” report (left), we can find a treemap on ‘Adwords’ level as well as for the ‘All traffic’ report.

‘All traffic’ level

GA would not be GA if there were no opportunities to compare and combine different metrics to each other. For treemaps we can combine some primary metrics with secondary metrics.

Primary metric

Secondary metric

Goal completions

% New sessions

Goal value

Avg. Session duration

New users

Bounce rate

Revenue

Ecommerce conversion rate

Sessions

Goal conversion rate

Transactions

Pages / Sessions

Per session value

‘Adwords’ level

Primary metric

Secondary metric

E-Commerce

Revenue

Average order value

Transactions

Ecommerce conversation rate

Per session value

Clicks

Clicks

Cost-Per-Click

Cost

Click-Through-Rate

Impressions

Return on advertising spend

Revenue-per-click

Summary

Goal value

% New sessions

New users

Avg. Session duration

Sessions

Bounce rate

Pages / Sessions

At the bottom of the page you will find an example of a treemap on Adwords level. In this case we have compared the Cost (primary metric) to the Conversion rate of e-commerce (secondary metric). We can see that the bigger the volume (in this case the cost), the bigger the surface in which it is displayed. We also have the opportunity to click on each individual surface for a more detailed view.

Conclusion

Benefits
  • Simple visual representation of both your Analytics and Adwords platforms. (Analytics and Adwords will need to be connected.)
  • View daily fluctuations of your online campaigns and marketing efforts.
  • Save time (and money) by providing instant analysis insights.
Limitations

At this moment it is not yet possible to process a treemap into a dashboard. This is however possible with other dashboarding tools such as Tableau and Klipfolio.

Andreas Remes | 11 September 2015

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