Understanding the Various Channels Used In Singapore Google Analytics

Understanding the Various Channels Used In Singapore Google Analytics

Digital marketing is a crucial aspect of marketing your brand in the modern era, and the best one Google analytics in Singapore is one of the tools to help you understand the traffic to your website. This is represented in the form of acquisition reports.

Introduction to Terms Used In Google Analytics in Singapore

However, to understand the use of Google Analytics in Singapore, you need to grasp how the tool defines the various channels. Without proper understanding, you will not know how the avulsion reports mean for your business.

Source

‘Source’ in Google Analytics refers to the origin of your traffic, and it includes traffic sources that are tracked via utm_source parameter. For example, you will find a source like google / organic. This means that google is the source of the traffic on your site.

However, the source names in Google Analytics in Singapore are case sensitive. That is, Google Analytics treats GOOGLE, google, and Google as separate traffic sources.

Medium

You might see it named as traffic medium, and it denotes the category of the traffic source as defined by Google. The reports also include the traffic medium tracked through the utm_medium parameter.

For example, when you see bing / cpc, ‘cpc’ is the medium. More so like in the source, the medium names in Google Analytics in Singapore are case sensitive. That is, email, EMAIL, and Email are treated differently.

Campaign

This refers to the name of your Google Ads campaign or a custom campaign. In this regard, a custom campaign is the marketing campaign that tags ‘utm_campaign’ tracking parameter. 

Channel

You might also see Google analytics list Channel as Marketing Channel, and it refers to a group of several traffic sources with the same medium. For instance, organic search is a marketing channel and can be made up of various traffic sources with the same medium named organic such as

  • Bing (as in bing/organic)
  • Yahoo (as in yahoo/organic)
  • Google (as in google / organic)
  • Aol (as in aol/organic)

You can review your channels in Google Analytics in Singapore by going to

  • Acquisition > Overview report
  • Acquisition > All traffic > Channels report
  • Conversions > Multi Channel Funnels > Overview report
  • Conversions > Multi Channel Funnels > Assisted Conversions report
  • Conversions > Multi Channel Funnels > Top Conversions Paths report

With that said, Google Analytics in Singapore offers two types of channels, default-marketing channels otherwise known as default channels and custom marketing channels also known as custom channels.

Default Marketing Channels

These channels are system defined in Google Analytics, and they include organic search, display, paid search, direct, display, email, referral, and social among others.

For organic search, the channel can be made up of unlimited traffic sources as long as the medium is defined as organic. For paid search, the medium must be ‘CPC,’ ‘ppc,’ ‘paidseacrh,’ and ‘Ad Distribution Network’ if it does not match the ‘content.’

Google Analytics in Singapore allows you the opportunity to edit the ‘default marketing channel.’ You can do this in easy steps

  • Navigate to the ‘Admin’ section of Google Analytics main view
  • In the ‘View’ section, click on Channel Settings the n channel Grouping
  • Click on on the ‘default channel grouping’ link
  • Click on the pencil icons on the channels to change how Google Analytics in Singapore displays the traffic

When it comes to editing the default marketing channels, you ought to be careful with the use of the ‘AND’ button. With rising competition in Singapore, the wrong use of the button can skew your data and thus you will not have the proper understanding of your traffic.

Moreover, when you click on the ‘Default Channel Grouping,’ you will see a warning, which stipulates that changing the definition in any of the default marketing channels will permanently change the classification of the traffic.

While this will not affect any historical data, you need to be certain of what you are doing.

How to Create a New Marketing Channel in Singapore

These are user defined in you can create them in easy steps in Google Analytics in Singapore

  • Navigate to the Admin section of Google Analytics’ main view
  • Click on Channel Settings > under the view section
  • Click on the ‘Default Channel Grouping’ link
  • Click on ‘Define a new channel’ button
  • Give a name to your new marketing channel and define the channel’s rules
  • Click on the ‘Done’ and ‘Save’

Generic Paid Search Channel

This channel records the traffic coming from generic keywords to your site from search engines. By analysing this data from Google Analytics in Singapore, you will come to see the value of non-branded keywords in regards to your website traffic.

Branded Paid Search Channel

This channel records the traffic from your branded keywords, which are the search terms that include your brand name. This channel will give you a better perspective on the role branded keywords play in your traffic to your website from search engine.

 Unknown Paid Search Channel

This channel records the traffic coming from the ‘not provided keywords’ to your website. While you might want to pass it up, the channel will give you a better insight into the importance of the unknown paid search terms in driving traffic to your website from search engines.

Google analytics in Singapore

Creating Generic, Branded, and Unknown Paid Search Channels

Follow these steps to create these channels

  • Navigate to Acquisition > All Traffic > Source / Medium report in the main view
  • Click on the ‘Keyword’ tab
  • Filter the branded keywords including the misspelled terms, and download the data into an Excel worksheet
  • Go back to the ‘Admin’ section, and under the ‘View’ section, click on Channel settings > Manage Brand Terms
  • Copy paste your list of branded keywords from the Excel Worksheet into the ‘Enter Brand Terms’ textbox
  • Click on ‘Add Brand Terms’ button, and the terms will appear under the ‘Active brand terms’ column
  • Scrutinise the ‘Suggested brand terms’ box and if you find a branded keyword that is missing from your list, add it to the ‘Active brand terms’ column
  • Click on the ‘Save’ button, and on the dialog box that pops up, click ‘Yes, Set Up Now’ and on the popup box, that follows this action, click ‘Dismiss.’

At this point, you will see two channels labelled ‘Branded Paid Search’ and ‘Generic Paid Search’ added to the Default Channel Grouping

  • Click on the pencil icon next to the ‘Generic Paid Search’ and ‘Branded Paid Search’ and see how they have been defined and you will get an idea of how to create the ‘Unknown Paid Search’ channel
  • Click on ‘Define a new channel’ button to create the unknown paid search channel

Conclusion

Google Analytics in Singapore is one of the most vital tools for businesses today. It will help you understand the metrics about your traffic and the keywords that will help you scale your business.

Contact us today for digital marketing services in Singapore that will help you rank higher on Google for your keywords.

Author Bio

Tom Koh

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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April 30, 2019

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