Search terms screen

Why it matters

Search Terms are generally part of your marketing team’s advertising campaigns. Search Terms usually refer to a specific piece of media used in that campaign.

For example, you may have a Google Search ad campaign for a product, and the Search Term could be the keyword that you’re using to trigger your ads.

If you label them as such, they’ll appear under Search Terms, and give you data about the visitors who came to your site from each.

You might discover that you had far more visitors from one Search Term than the other, and so you might conclude that you should stop showing the lower-performing one. it’s usually best to combine your Google Ads report (for cost, clicks, and click-through-rates) against the actual visitors recorded in Silktide Analytics.

Remember, because Silktide Analytics doesn’t use cookies, you’ll capture every visitor.

How to use it

You’ll need to set up your tracking links from external sources as you normally would. Silktide will pick up anything in the ‘utm_term’ query parameter and list it under the Search Terms section of Analytics.

Search Terms can also act as a filter across the reporting, so you can drill into the data to get more information on exactly how that campaign performed with visitors. Did it drive traffic to the site? Did those visitors stick around? Did they convert?

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