This report compares the value of two groups of website visitors. Which convert better, visitors arriving via paid referrals or those arriving through organic search? In order to use this report a goal must be set up and a website set up as an ecommerce website. See my post on setting up goals in Google Analytics.
The report displays visits, pageviews/visit, conversions per visit, and revenue/visit for each every CPC or Organic source. It is odd that this report does not seem to include “direct” visitors. Other reports about sources do this, but this one does not. Using the Compare Date Range function, two sets of data can be compared to each other.
Next to each source is a plus sign. Clicking on the plus sign reveals the stats for the top ten keywords searched within each source. This can help determine which keywords are the best converters. This information can also be found in the Overall Keyword Conversion report.
This report helps make the following decisions:
-if organic conversion is better than CPC conversion then work needs to done on the CPC side. If the CPC has been optimized as best as it can, then maybe it needs to be scrapped.
-if CPC conversion is better than organic conversion, how much better? Can it be improved?
About the Author
Paul Flyer loves to research the web and find resources and tools for building, maintaining and promoting websites. Based in Saint Louis, MO, he works in management and spends his free time sharpening his web development and copy writing skills. Feel free to contact Paul with any questions, comments or ideas. He is also available to help you with your own website.
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