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Treemaps report in Google Analytics. What is the use of Treemaps report in Google Analytics?

What is the use of Treemaps report in Google Analytics ? Web analytics is especially important for the growth of your business site. This analysis provides you with data about visitors so you can measure and improve your performance. Many tools make site data collection easier for you.

Google Analytics is a free and popular tool for analyzing site performance. This tool allows you to be aware of customer behavior, user experience, online content, device performance and much more. This data will help you design a business success strategy.

The Treemaps report in Google Analytics is one of the most recent reports added to the Acquisition section in recent years. This report provides you with a visual overview of all channels and graphically displays incoming traffic. In this case, you can easily compare the performance of different channels.

Stay tuned to the library to learn more about Treemaps reports on Google Analytics and how to interpret your website traffic information.

Treemaps report in Google Analytics

What is the Treemaps report in Google Analytics?

Treemaps is a visual report that uses nested blocks to display the hierarchy (tree) of your data. Each block represents a branch of a tree and contains smaller blocks. These blocks are called “offspring” or subdivisions of the larger block.

At each level, the relative sizes and colors of the blocks display the relative values ​​of your selected metrics. In this report, the main metrics are volume and are shown in rectangular size. Secondary metrics are relative and are characterized by their color and saturation.

You should interpret Treemaps report in Google Analytics as follows:

  • The larger the block, the higher the ratings for that channel.
  • Channels with more pages or views are displayed in green shadows. (The darker the green, the more views that channel has.)
  • Channels with fewer pages or views are shown in red shadows. (The darker the red, the fewer visits.)

In general, larger blocks represent higher ratios than the original metric (such as visits, transactions, or new users). While green blocks with a higher degree of opacity show more desirable values ​​than the secondary metric (such as pages / hits, bounce rate, and average hits).

To better understand what has been said and to analyze the Treemaps report in Google Analytics, consider the following examples:

1. Landing page optimization

You can use Treemaps to visualize the performance of landing pages on your site. For example, we want to analyze our blog post views through organic search.

After clicking on the “Organic” submenu, we set our Treemap as follows:

  • Initial dimensions: landing page
  • Primary Metric: Hits
  • Secondary metric: average visit time

In the Treemap below you can see a table of the main data. You can change the original dimensions or apply filters to the report level. In this example, we selected the “landing page” as the primary dimension and filtered the report so that it only shows pages on our blog.

With Treemap you can see at a glance which pages have the most views (larger blocks) and which pages are most liked by the user (darker green blocks).

With this report, you can easily find out which page has worked best for you, so apply the same strategy to other pages.

2. Campaign performance

You can use Treemap in your media campaigns, social networks and emails to identify your high-impact messages, posts or ads.

Social media campaigns

If you are interested in social media campaigns and referrals from other sites, you can use this feature by clicking on the social media channel and setting up Treemap:

  • Primary dimensions: social network
  • Primary Metric: Hits
  • Secondary metric: average visit time

The report shows that Facebook and Twitter generate the most traffic on social media. However, YouTube (dark green) visitors spend more time on the site. As a result, you can find out why YouTube visitors are more interested in your content and try to attract more of them.

AdWords campaigns

Treemaps can still be use to visualize AdWords data. All you have to do is use the Treemaps report in the AdWords section of Google Analytics.

This Treemap report can also be use to compare campaign performance and evaluate campaign visitor bounce rates:

  • Basic dimensions: campaign
  • Primary Metric: Hits
  • Secondary metric: bounce rate

Here you can see that there is one campaign (dark green with 697 hits) that has a relatively lower bounce rate than other campaigns, but is smaller than other campaigns. With the help of this report, you can find out why this particular campaign has attracted more interested visitors and use this insight to optimize your other campaigns.

Note: For the bounce rate criterion, the Treemap color scale works inversely. This means that the higher jump rate (which is a sign of weakness) is showing in red and the lower jump rate (which is a sign of quality) in green.

3. Convert e-commerce

If you enable e-commerce tracking in Google Analytics, a few extra metrics will be available in your Treemap report (such as transactions, revenue, e-commerce conversion rate, and value per visit).

You can use Treemap to visualize which channels are more profitable:

  • Initial dimensions: Default channel grouping
  • Primary Metric: Hits
  • Secondary metric: e-commerce conversion rate

The report shows that although Display generates the most traffic, email, organic search and paid search have higher conversion rates. You will probably need more analysis of conversion paths. But this data may indicate that you can optimize your marketing costs by reducing your investment in Display advertising.

Here is another interesting example of using e-commerce metrics:

  • Initial dimensions: Default channel grouping
  • Basic Metric: Income
  • Secondary Metric: Pages / Views

This treemap shows the amount of e-commerce revenue generated by each channel along with the average number of pages / visits. Here you can see that email is the most lucrative and email visitors see relatively few pages / visits. Based on this analysis and further research, you may conclude that email visitors not only generate more revenue, but also take fewer steps to make their purchase. This conclusion can affect the content of your email marketing messages as well as the design of your website shopping flow.

Important tips for using Treemaps report in Google Analytics

To use Treemaps in Google Analytics, you should always pay attention to the following points:

  • In this report, the color scale is for data only. Shades of green and red have nothing to do with the metrics displayed.
  • Showing a block in green does not necessarily mean that it is good. Rather, it only means that its value in the selected metric is higher than the rest. Likewise, a red block is not necessarily bad and only has a smaller value than other blocks.
  • To see the original metric values, go to the “comment” icon in each block. Like any report on Google Analytics, you need to decide if these metrics are good or bad for your website or business.

Treemaps report in Google Analytics

  • This report automatically reverses the color scale for the bounce rate. That is, higher values ​​are worse and are indicating in red, and lower values ​​are better and are indicating in green. For all other metrics, the higher values ​​are green and the lower values ​​are red.

last word :

The Treemaps report in Google Analytics is a quick and easy way to learn about effective channels. In fact, Treemaps provides a visual report comparing the primary metric with the secondary metric, which shows the amount of impact of different channels.

With the help of this report, you can see at a glance the functionality of various channels such as click-through ads, other site inputs, inbound traffic, SEO inputs, or inputs from social networks and other campaigns.

In this article, we tried to show you how Treemaps report works in Google Analytics by providing several different examples of primary and secondary metrics.