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New Treemaps Now in Google Analytics For AdWords Insights

     
6:53 pm on Oct 28, 2014 (gmt 0)

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Visually, this should help spot problems faster than looking at a set of numbers. Once I see it i'll know how beneficial it'll be.



Treemaps let you visually identify trends and trouble spots across your account with speed and insight that you donít have when looking at numbers alone.

How do Treemaps work? They display hierarchical data using nested rectangles, showing positive results in green, and lagging results in red, speeding up your decision process.

Treemaps will be rolling out to all GA users over the next few weeks; youíll find them under Acquisition > AdWords > Treemaps. Use them to generate the right questions that are truly worth asking about your AdWords performance. New Treemaps Now in Google Analytics For AdWords Insights [plus.google.com]
11:58 am on Oct 30, 2014 (gmt 0)

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That's one of those features I never knew I needed, but now that it's here I couldn't be happier about it.
12:32 pm on Oct 30, 2014 (gmt 0)

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They need to do something. We ran a test recently on Adwords, spending only a few hundred dollars in a targeted geo (zip code) and got nothing--zero--for our investment where we should have seen at least some kind of response.

This is what one of the biggest spenders in digital is saying:
Kraft Says It Rejects 75% to 85% of Digital Ad Impressions Due to Quality Concerns
    http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1415239101
3:56 pm on Oct 30, 2014 (gmt 0)

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Personally, I think, there's so much context in understanding numbers...

Like when CTR for Search Name Traffic ads, is far higher than CTR for Non-Name Search ads, which is far higher than CTR for Display ads...
That putting them in nested rectangles may look cool, but in my opinion, makes contextual interpretation harder (not easier).

With graphics involved, you'll now be focused on appearance, color and size of each Campaign's nested rectangle...
When you should be most focused on what the essential nature of each Campaign is.

We had this:
Name Traffic Search CTR = 26%

Treemaps is analogous to this:
Name Traffic Search CTR = 26%
Your attention shifts from Left=Right, to Left=Right

To me, this is a dumbing down of analysis.
There isn't more information, just a way to pull and push attention based on magnitude, versus understanding.

Good analysts will benefit some, but very little.

Average and poor analysts will be even more distracted from finding good insights.
8:06 am on Oct 31, 2014 (gmt 0)

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I do not want to look a gift horse in the mouth but I believe that for the small business owners and people not familiar with some sort of statistical analysis, this tool will be key in taking the _wrong_ decisions.

Not complaining or anything, just wish there could be more clarity as to when and where such method is applicable for the small business owner with small data.
 

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