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Step 5 - How to read and understand basic reports

Referrer- PPC (Pay Per Click) keys

 ShinyStat Pro  ShinyStat Business
Which keywords are used by visitors who clicked on a Pay per Click sponsored link?
The report Referrers- PPC keywordss provides the number of clicks performed on Google or Yahoo! Sponsored Links with relation to each keyword used by the visitors during the search.

The first row of the table displays the number of keywords, the number of clicks they generate and the correspondent percentage on the total clicks coming from Pay per Click

Pay Attention!

This report offers data based on Clicks and not on the Visits as usually occurs in the Referrers reports, therefore, if a visitor clicks three times on a sponsored link within the same visit, three clicks will be tracked (with three keys, in case they are different from each other)

ShinyStat records automatically clicks coming from Google and Yahoo! Sponsored links. The user must only have set in his/her Google Adwords or Yahoo! Search marketing account profile, the option which allows the display of the full destination URL where the ad points to.

For those who have a Google Adwords account:
  • login to your Google Adwords account
  • click on "My Account"
  • in "Account preferences" click on "Edit" regarding the entry "Tracking"
  • select the option "Destination URL Auto-tagging"
  • save changes
For those who have a Yahoo! Search marketing account:
  • login to your Yahoo! Search marketing account
  • click on “Administration” , then on "Tracking URLs”
  • select the option "Tracking URLs on"
  • save changes
  • Select a period: by using this field, you will be able to filter data in order to only display the ones concerning the month you want to consider.
  • Search: this option allows you to find the search keyword of your interest with extreme swiftness by entering in the field its full name or part of it.
  • Pay per Click: through this option you may further narrow your search displaying only the keywords relative to a given Pay per Click Network.
Each row of the table displays the following data:
  • the searched keyword
  • the number of clicks it generates 
  • the number of visits it generates
  • the corresponding percentage on the total visits coming from Pay per Click
  • the trend compared with the previous period
  • the bounces: the number of times when the landing page was the only page viewed during a visit, that is the number of visits by browsers coming from the PPC keyword under examination, that entered the site, viewed a single page and exited the website
  • the bounce rate: the percent of visits, coming from the PPC keyword under examination, consisting of a single page view out of the total visits coming from this PPC keyword
By clicking on this icon , in correspondence to each keyword, a report will display on which networks clicks have been performed, while by clicking on the icon in the third column , you will be shown a report about the trend in time of the clicks for each keyword.

Searched keyword

In addition to the keyword, this column shows further indications: You are reminded that both Google and Yahoo! allow you to choose wheter to show up the ads only in the main search engine (Google, Yahoo!), in other search engines, partner websites or on the whole content network (AdSense or Yahoo content match).

To properly understand data, some useful clarifications are reported below:
  • [search engine]: in this field each keyword matches to the search engine where the search was made.
  • URL: they indicate partner websites or those belonging to Yahoo! Content network where the ad was displayed and clicked
  • "Adsense": in this field are displayed the aggregated clicks coming from the several websites of the Google Content Network.
For an easier reading, the last row of the list, shows the total listed values.
It's important to remember that this datum represents the sum of the values of all the pages and not of the single page displayed.

Pro Users will be able to displays up to 20 keys.

Bounce Rate
The Bounce Rate, in connection with a traffic source, helps you in understanding the possible reactions of users when arriving on your site from a specific Pay Per Click keyword.
A high Bounce Rate could be due to a gap between the landing page and the expectations that an ad in the site, in a search engine or in a promotional campaign has generated in the user.
The Pages report (Pages) lets you see in detail which pages have a higher "Bounce Rate" for a specific source, providing you with a useful set of statistics to figure out what are the problems for your visitors and optimize your investment.
For more information about Bounces, please take a look at the page called: Bounces - Bounce Rate

Attention! Bounces and Bounce Rate are available since July 2010.

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