Five Custom Alert Examples
The following article was originally published on the Google Conversion Room Blog.
Revenue Drop Alert
This condition is triggered if traffic from the medium 'cpc' (meaning paid traffic), such as Google AdWords, has a revenue decrease of more than 15% compared to the same day in the previous week. We selected 15% to account for normal fluctuation, of course you can select a percentage that makes sense to your business.
We selected the 'Same day in the previous week' over compared to 'Previous day', because certain days (e.g weekends) might have lower revenue rates as a matter of fact. So we want our alert to only trigger based on week-week performance.
In our example we used Revenue as our metric which will only apply to websites using E-commerce reporting. However if you measure return on investment using goals and goal value you can just as easily change this metric to Goal Value to get the same insight.
Landing Page Bounce Rate Increases
This alert allows us to examine the performance of a specific landing page. If the bounce rate of the page increases by more than 20% an alert is triggered.
Running a large website with multiple departments separated by different categories with different stakeholders?
You could change the dimension condition to 'Starts with' /kids/ to monitor the performance of the kids section of the website. Of course bounce rate is just a suggestion. You may try other metrics such as revenue.
We create 2 alerts because we want to monitor performance in both directions positive / negative.
We used compared to "previous day", because an online retailer would typically see a steady increase in sales leading up to Christmas day.
The first alert lets us know that our campaign is increasing in revenue which is great! The second alert informs us that something may be wrong or the campaign may require tweaking.
If we start to see a negative trend we can click on the alert in the Intelligence interface and it will tell us what changed in our website's traffic. This can help you pin-point what area of your campaign needs work.
If you know a particular keyword is important to your return on investment, you may want to monitor it more closely by creating an alert. This can be especially important for seasonal keywords where many advertisers could be competing for top listings in search results.
The above alert will let you monitor any drop in expected traffic, and give you the opportunity to make changes to your advertising to compensate.
If you are specifically targeting a region using Google AdWords and want to ensure you get a consistent number of users, simply select the dimension Country/Territory. If you need even more granular detail, select the dimension city and provide a value such as Munich.
This alert could also be useful for monitoring non AdWords traffic such as local newspaper, television or radio advertising.