The Treemap report lets you visually explore trends in your AdWords campaigns. Taking a glance at the report, the size and colour in each rectangle represents different metrics, which allows you to compare the metrics between Adwords and Google Analytics data and combine different aspects of your data into a single visualisation. With structure comparison between metrics, the tool helps you to develop a hypothesis and expose the performance of, and the relationship between, different entities. The Treemap Report in Google Analytics can be accessed using the following path: Acquisition > AdWords > Treemaps.
Understanding the Treemap Report
Each rectangle in the report represents a single Account, Campaign, Ad Group, or Keyword. You can move down to the next level of the AdWords hierarchy by simply clicking on the rectangle; however, you are not allowed to mixed the different levels of hierarchy within a single Treemap.
At the top of the report, there are options for Primary and Secondary Metric. The Primary metric is the volume metrics, which is illustrated in rectangles size. For example, if we are looking at the click volume, a larger rectangle size represents a larger click volume. On the other hand, Secondary Metric indicates the performance of each rectangle, which are represented by colour and saturation. Green means positive, and the darker the green, the better the performance; vice versa for red.
Using the Treemap Report
Let’s take look at an example of reports that the Team at Search Factory use to improve the landing page relevancy. In the following report, we are looking at the relationship between the number of goal conversions and bounce rate through using the following metric setting:
Rectangle = Campaign
Primary Metric = Goal Completions (Use goal conversion to identify poor performing Ad Group/Keywords)
Secondary Metric = Bounce Rate (Use bounce rate for landing page performance analysis as it represents the landing page relevancy or performance)
Looking at the above figure, you are able to quickly identify that campaign B & C are both high conversion campaigns (Large Rectangle) with high bounce rates (Darker Red), which indicates opportunities for further improvement. By clicking on one of the low performance campaigns, the Treemap moves down to an Ad group level – the Treemap now tells you the bounce rate of different ads groups. In our example (see following figure), we clicked on Campaign B and the red rectangle indicates that the landing page for Ad groups A could potentially be improved. You can even drill down to keyword performance by simply clicking on one of the Ad groups.
Whilst the Treemap is not a tool that allows you to conduct an analysis with data that is uniquely available, it is a great data visualisation tool for reporting, hypothesising or merely prioritising tasks. For the SEM team at Search Factory, we believe it is a great option for anyone who is looking for an efficient tool for campaign optimisation and to efficiently conduct in-depth analysis.