Search Report

Understanding how visitors find your site helps you get....
more visitors

ClickTracks' Search report lets you see which keyword/search engine combination is bringing you the most qualified visitors, where your most popular keywords rank an the major search engines, and how different types of visitors responded after entering your web site. View and compare visitor behavior from the standpoint of:

  Average time on site: How good is my site at holding on to visitors once they have arrived? This measurement shows how long visitors from a search term and search engine spent on your site, on average. Where this number is low, you should consider what those visitors were looking for, and why they failed to find it on your site. Comparing average time on site between two visitor types is sure way to measure visitor response to marketing messages, promotions and landing pages.

Reg. search visitors in on "pomegranite" are very interested while PPC visitors are less
interested than the average. Time to adjust the ad content and/or landing pages.

  Number of visitors: How many people responded to a particular campaign or found your site as the result of a regular search engine listing? See how many visitors came from a particular search term on a particular search engine, and then compare PPC performance versus natural search.

  Percentage of visitors: If Google is the search engine most visitors use to find your site, what keywords drive the largest percent of that traffic? Learn the number of visitors for each search term, as a percentage of the total number of visitors from that search engine.

  Keyword ranking: What is your search engine rank for each keyword that brings traffic to your site? ClickTracks shows your search engine position, or search engine ranking, for each important keyword. Compare this to your revenue producing keywords and make decisions about search engine optimization, SEO, and search engine marketing, SEM.

Compare rankings with the value of each keyword.

  Total cost: How much of a dent does a given keyword/search engine combination put in your advertising budget? See the total cost of your pay-per-click campaigns for a particular search term on a particular search engine.

  Average cost per visitor: How does a particular keyword/search engine combination compare to another in terms of cost? Are your most expensive visitors converting? This shows you which type of visitors are the most expensive visitors to bring in for each keyword. If you are using ClickTracks Pro, you can compare this with the revenue from the same visitors to see if they are also your most valuable visitors.

  Number of purchases: Do visitors from one keyword/search engine combination seem to be more interested in your business because they're taking the time to look around? The search report shows the number of visitors who generated any revenue. ClickTracks Pro, Agency and JDC will also include any purchases made by a visitor on subsequent visits to the site.

  Total revenue: What is the total revenue that each keyword brings from each search engine, segmented by each type of visitor? ClickTracks' search report indicates the total revenue generated by visitors from that search term and search engine. In ClickTracks Pro, Agency and JDC editions, it measures the lifetime value of each visitor, including any purchases made on subsequent visits to the site.  

  Revenue per visitor: What is the average revenue per visitor for each keyword? The search report shows the average revenue per visitor from that search term and search engine. This shows you who your most valuable visitors are, but you should also look at the cost of attracting those visitors.

  Conversion rate: How successful you are at holding on to visitors once they have reached your site, and getting them all the way to the goal pages? The search report calculates the number of purchases divided by the total number of visitors. In other words, it shows the proportion of visitors who made a purchase.

Visitors who came to the site through the keyword phrase "fresh fruit" have
a very high conversion rate when returning to the site.

  Return on advertising spend - ROAS: The Search Report calculates the total revenue divided by the total cost. In other words, it is the amount of revenue generated for each dollar of expenditure on pay-per-click campaigns. This is perhaps the most important measure of whether a PPC campaign is successful or not, because it balances how much the campaign cost against how much revenue it generated.

  Cost per order - CPO : What were my advertising costs in order to get an order? For each keyword and search engine, ClickTracks calculates the total cost divided by the number of purchases. In other words, it measures the 'average cost' to generate one sale, but it does not take any account of the value of that sale.

  Short visits: Is something is wrong with your ad or with the landing page? Does the landing page deliver what the ad promised? When the average time on site for a particular keyword/visitor type is low, you should consider what those visitors were looking for, and why they failed to find it on your site.

  Pages per visitor : Are visitors from a particular keyword/search engine combination looking at many pages or just a few? The Search Report will the page visits of one type of visitor to the average page visits of another.

  Total pages : Which keywords drive the total page views on my site? See visitor interest by keyword and search engine.

NOTE: Reports that include cost of visitors ( ) are only available after configuring campaigns. Reports that include revenue ( ) are only available in ClickTracks Pro, JDC and Agency editions when revenue tracking is configured.