Traditional charts and graphs typically show only a single metric: page views, visit duration, and so on. Sometimes, it can be useful to get a combined view of how two metrics are interacting.
We’ve added a new visualization to adCenter Analytics to provide this — The Treemap.
You can find The Treemap Traffic View Report in the Reports tab under Pages & Content
Consider the following example, based on the Treemap Traffic View. Each page is represented by a rectangle, and the size of the rectangle indicates the number of page views. The colour represents the number of bounces—darker for more bounces.
At a glance, it’s clear that ‘Washers’ is underperforming and should be investigated further—perhaps there is an error on the page? The Treemap even helps you to get started: hovering over the Treemap brings up key statistics.
Treemaps actually show a third piece of information: they’re a visual representation of the nodes in a tree. In the above example, the tree is defined by the URL folder path. The user can immediately compare the performance of the ‘Products’, ‘Solutions’, and ‘Markets’ portions of the web site.
In addition, hovering over a given page brings up additional statistics for that page, along with the option to ‘drill down’ and show just that branch of the page hierarchy. The example below shows just the ‘Products’ branch of the web site.
adCenter Analytics also uses the Treemap to display referrals—traffic entering your site from other sites, such as search engines.
In the following example, the size of the rectangle shows the number of visits, whilst the colour indicates the value of the conversions.
In this case, the ratios of referring web sites, natural search and direct navigation are clear, and for each the breakdown of referrers can be further investigated.