Identify Low-Hanging Fruit Even Faster with a Term Cloud!

MoreVisibility - May 5, 2011

Let’s be honest – have you ever jumped for joy at the prospect of sitting in front of your computer for an extended period of time to do research? We all do it because we have to do it, whether we do it to find the best flight + hotel package online, a school project, or, mining insights from our analytics platform.

Here at MoreVisibility, we are always reminded of how Google Analytics facilitates research efforts to such an efficient level that it’s difficult to not take it for granted. Google’s web analytics platform does a great job in allowing users to identify low-hanging fruit efficiently, which affords users the opportunity to invest more time in optimizing their marketing efforts and their web sites.

One of the new features integrated in the new Google Analytics platform is the Term Cloud report view. A term cloud is also known as a tag cloud, which is a group of words where the importance of each word is represented by its size (the bigger the word, the more important it is for that page / web site).

If you’re not familiar with what that might look like, you may actually find it to be familiar, as the term cloud is most likely something that you have seen on other blogs or other web sites before. Check out this image:


Yes, we get a lot of visits on the keyword __utma (an important Google Analytics cookie – we blogged about cookies way back in early 2008). The standard report table would have shown us the detailed information, but the term cloud view has a unique way of putting the most popular / highest volume data right in front of you.

However, the term cloud feature doesn’t only show you volume – it dabbles in helping you measure engagement by allowing you to change the metric that you’re viewing by. Switching from “Visits” to “Average Time on Site”, for example, returns a much different set of keywords:


It’s cut off in the image above, but that big bold keyword is “what should i google analytics“. When visitors use that as their search term, they are spending lots of time on our site!

Term cloud can also show you, very clearly, data points that ultimately affect your bottom line (your revenue). You can use the term cloud report view to view which sources of traffic are responsible for bringing in the most revenue to your online business. You can always column-sort your standard report table or design a widget on your dashboard, but this is the only place to obtain a view like this:


(Note: Image above is “photoshopped” – not actual data)

The term cloud report view is just another fantastic component of your Swiss-army knife of web analytics tools from Google that allow to you spend more time on your marketing and your web site, and less time on your reports and your research.

Have you seen the new term cloud report view in your Google Analytics account? Have you tried it out? Have you not had success with it? Please leave us a comment below and let us know your thoughts.

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