If you are a regular Google Analytics user, you may have recently noticed a new report show up in your Acquisition section—Treemaps.
Perhaps you clicked on it and found a colourful mosaic like the one below!
Treemaps were actually introduced to GA back in October 2014, but were limited to analyzing only AdWords data (and could be found under Acquisition > AdWords).
Google has since promoted the Treemaps report to the All Traffic section in GA, where you can now use it to analyze the performance of all of your acquisition channels.
So what exactly is a treemap?
A treemap is a visualization that uses nested blocks to represent a hierarchy (tree) of your data. Each block represents a branch of the tree and contains smaller blocks that represent its “children” or sub-branches. At each level, the relative sizes and colours of the blocks represent the relative values of your selected metrics.
The default Treemap in GA shows your acquisition channels (defined in the Default Channel Grouping), compared by sessions and pages/session. You should interpret the report as follows:
- The larger the block, the larger the proportion of sessions for that Channel
- Channels with higher pages/session are shown in shades of green (darker green means higher pages/session)
- Channels with the lower pages/session are shown in shades of red (darker red means lower values)
In general, larger blocks indicate higher proportions of the primary metric (e.g. sessions, transactions, new users), while greener blocks represent more favourable values of the secondary metric (e.g. pages/session, bounce rate, avg. session duration).
Not sure yet how this can be useful for you? No worries. Let’s jump right in and take a look at 3 simple examples of using Treemaps to analyze and visualize your data directly in Google Analytics better than you ever could before! Continue reading “3 Ways to Use Treemaps in Google Analytics” »