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The Search Report shows the originating keywords used by each visitor both in total and broken down by each search engine. In the table, each cell is shaded blue, with darker shades indicating more visits originating from that term. This makes it possible to see at a glance the most significant search terms for your site, as well as which search terms are under performing.
Look for Contrast
In all variants of the Search Report, the most important thing is to look for areas of high contrast. The blue shading is designed to highlight cells that are unusually light or dark in color. These hotspots in the data are where you can most easily make improvements to your site or campaigns.
Displaying Different Data
In addition to showing the raw number of visitors, the Search Report can show various other data. You can change what is shown by using either the icons or the drop-down menu near the top right of the page. The choices are:
By default:
With campaign tracking turned on
With revenue tracking turned on