Google Rolls Out New AdWords Treemap (BETA) Reports
A couple of weeks ago Google announced they would be rolling out a new AdWords Treemaps (BETA) report in Google Analytics and so we were very excited this week to notice it has now been rolled out in the UK and across all our accounts. You can find the report under Acquisition > AdWords > Treemaps.
What is treemapping?
Treemapping is a method of displaying hierarchical data as nested rectangles; the colour of the rectangle represents the correlation between the selected data dimensions. They may not look like a tree, but because the map represents hierarchical data which is tree-structured, it is referred to as a tree map: each node (leaf) of data is represented by a rectangle.
A Treemaps rectangular display is designed for space efficiency -- it represents a large quantity of data correlations in a small space. You may recognise this way of displaying information from software which shows your hard disk usage on your computer.
Just as Google explains, this representation of data will let you visually explore trends in your AdWords data. This will help you hypothesis about your campaigns. Google aren’t giving us new data with these reports but visualising what is already there, which makes hypothesising about the data quicker.
Seeing a bunch of colourful rectangles can be a bit confusing at first! But we only had to spend five minutes experimenting to gain insight on campaign performance in a quicker and more efficient way.
Understanding the treemap display
- Each rectangle represents a single Account, Campaign, Ad Group or Keyword (depending on where you are in the hierarchy)
- You can click a rectangle to move down the hierarchy and use the breadcrumb trail at the top to navigate between the levels
- The surface area of each rectangle represents the size of your primary metric
- The colour of the rectangle represents the strength of the correlation your primary metric has with your secondary metric
- The darker the green, the better the performance of the secondary metric
- The darker the red, the worse the secondary metric. Remember, for metrics where a high number is bad e.g. bounce rate, you’ll see higher numbers in red
- The green-to-red bar in the top right represents the selected secondary metric
Here are some example reports we’ve played with that will show you why they will be a loved addition to Google Analytics:
Clicks vs. goal conversion rate
Look at the clarity this report brings! We can immediately identify what campaigns are lagging behind and which are the most effective at leading to goal conversions. Campaigns with large numbers of clicks (i.e. big rectangles) and poor conversion rates (i.e. red) are in urgent need of optimisation.
Clicking on a campaign rectangle allows you to delve deeper to determine how the adGroups within each campaign are performing. You can see which groups aren’t performing well on your conversion goals. You can then experiment with your site to improve performance.
Cost vs. ecommerce conversion rate
The rectangles with low cost, but high ecommerce, conversions (more green!) shows what campaign is working most effectively for what you are spending. We can compare these campaigns with worse performers (red rectangles) in order to identify what drives conversions on certain campaigns. We could run A/B testing on the weaker performing landing page to try increase conversions or test variations of ad copy or destination URLs.
These reports help identify trends more quickly in order to react to how your audience behaves.
New users vs. bounce rate
Which keywords drive new users to your site? What is particularly useful about the hierarchical structure is that you start at the top account level, which in the above instance is by country. Trends can be identified at each level of your data. The report helps identify quickly the campaigns where improvements could make the most difference to performance.
What other metrics can treemaps represent?
We’ve already found these three insightful comparisons, and will be experimenting with more combinations. Listed below are the currently available metrics for Treemaps.
- Clicks: Cicks, Cost, Impressions
- E-commerce: Revenue, Transactions
- Site Usage: Goal Completions
- Summary: Goal Value, New Users
- Clicks: CPC (cost-per-click), CTR (click-through-rate), ROAS (Return-on-ad-spend), RPC (Revenue-per-click)
- Ecommerce: Average Order Value, E-commerce Conversion Rate, Per Session Value
- Site Usage: % New Sessions, Avg. Session Duration, Bounce Rate, Pages/Session
- Summary: Goal Conversion Rate
Limitations and caveats
- This report is currently only available in the AdWords section of GA. You must have at least one AdWords account linked to your Google Analytics to see this data
- The Treemap will only display up to 16 rectangles at a time. If you have more than 15 entities to display, one of the rectangles will be a grouped category that groups the rest together
- Segmentation is sadly not supported in the Treemaps report
- The colour scale is relative to the average of the current entities. The intensity of colour is relative within your report, so be careful about the accuracy of comparing two different reports
We’ve only taken a short while today to look at these reports but have found them to be a useful addition to Google Analytics.
The data is already there in the numbers of Google Analytics but visualising this data can support trend-spotting and fast hypothesising. If you’re not a great fan of numbers or don’t have a lot of time to dedicate to analyse your AdWords campaign, then Treemaps will provide you with an efficient method of combining different aspects of your data to make faster insights.
We love the way these reports empower marketers to quickly understand the strong and weak areas of their campaigns, meaning they can ask their PPC teams or agency the right questions.
Need insight into your PPC activity? Then contact our Biddable team here at Fresh Egg.