Urchin 5.5 – Web Analytics Product Review - Keyword Analysis
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"Keyword Analysis" is the next main section within the "Campaign Tracking Module", and it gives you the data necessary to track your keyword success by search engine. In the example below displaying the acquisition, you can see Google provided 66 clicks whereas Yahoo provided only 8 clicks. Of the Google clicks, only 73% of those were new clicks whereas a 100% of Yahoo's clicks were unique.
You can then click on the arrow on the left side of the search engine and see which keywords drove the traffic to your site.
Skipping through some of the subsections of the screens, I will now show you an example of the keyword comparison charts. In the chart here, you will see the keywords within the quality view. The "Keyword Comparison" report gives you a picture of which keywords are driving traffic to your site. You can drill down on the keyword to see which search engines are providing that traffic. It basically gives you a different top level view then the previous "Keyword Analysis" report.
The "Campaign Comparison" gives you a break down of your campaigns and how each individual campaign is doing. In the example here, I have three campaigns, referral, organic and direct. I recently ran an advertisement for another site in an email newsletter. I was able, with Urchin, to track the number of click-throughs down to the goal completion and transaction level. This level of detail gives you the required data to make informed decisions on your Web sites marketing campaigns.
The final chart in this section is the "Latency" reports. This report gives you the ability to see how much time remains to reach a goal or how many sessions left to reach a goal. In the example below, I have selected the sessions to goal chart, which tells me the number of sessions an individual user takes to reach a single goal on the blog. If the e-commerce module were on, it would give you "time to transaction" and "sessions to transaction" information as well.
I would also like to mention that this is an extremely useful module, which gives you the ability to test certain campaigns with the "Content (A/B) Testing" section. For example this gives you the ability to see if text based ads work better or if graphical ads work better. In addition you can see "Click Fraud" reports and report those to your Pay Per Click providers and much more.
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