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[03:09] interviews, and networking opportunities. So guys, hurry up now and mentioned in the description box. Now before you move ahead, just a quick test your knowledge. Which metric helps advertiser understand the return
[03:23] generated from ad spend? And your options are CTR, CPC, ROS or impression? comment section below. >> You have to take that data as a learning
[03:35] and then you have to optimize your campaign. When I say optimize, the word optimize would mean that you're making it better. Okay? And to make that better, you should have some data. You should know how to read that data. And
[03:47] that is all we do in web analytics. Okay. Now, what this would help you achieve is obviously you will um you will be able to achieve whatever your campaign goals are because you're getting that insight.
[04:01] Okay. Uh and you will take lot of datadriven decisions. Okay. So, digital marketing, you can't assume that things would work. I think I've said this in the in the past as well. You have to do lot of hypothesis. You have to do lot of
[04:14] AB testing. Right? So when you when you use all this analytical data and you see after seeing those number. Right? Hence You're just not randomly saying that okay 18 to 25 performs well or something
[04:29] on those line right and obviously once you make any datadriven decision it will have a clear impact on your performance as well overall digital performance. So that's what we mean by web analytics. Okay. Now um
[04:44] Okay. Now um what exactly we do in web analytic is uh basically you you work on different dashboards I would say. Okay. And what are different element involved when you are creating any so now when I say
[04:58] creating account in web analytics this is for any platform that you're working on okay like obviously I'll show you practically as well but the process starts in a way that um you know you you would set up some filters you will set
[05:13] up some views okay then you will do some basic uh reporting you will read some basic of your reports right you'll try to also set up your dashboard where you will do some when I say dashboard you can create lot of of lot of customized
[05:28] dashboard okay so all this Google Analytics Adobe Analytics all these platforms help you to create your own customized dashboard okay when I say customized dashboard I mean um see when
[05:40] you do data analysis guys u it it gets very confusing at time so what people do dashboards okay for different requirements they don't just like go to the tool and they figure out things Obviously at start you'll figure out to
[05:54] should see what are the data that you don't want to see the data that you want dashboard for that is what I'm trying to say okay and you can do some basic fundamental analysis you can set up your goals as well goals as in um on on
[06:10] analytical tool you can um let's say you want to track how many leads you're you're setting up a goal okay so you can do that with the help of the analytical tool and obviously Overall you are tracking the performance and
[06:24] recommending some changes. Okay. So there's lot of customization involved tool uh in and out you'll get a better understanding. Now u this is like we call as buying funnel I think I've already taught you
[06:38] in the paid campaign thing in case you might have forgotten we can revise this again. buying funnel as I said it's it's a basic concept where we try to a basic concept where we try to understand the uh consumer's interaction
[06:51] uh before they make any purchase right so and there are three different stages okay we call this as acquisition behavior and conversion stage okay and at each stage your customer would show different level of engagement okay with
[07:06] with with your brand with your product or with your company okay so there are three stages acquisition behavior and conversion. Okay. Again it's it's it's conversion. Okay. Again it's it's it's in the same way that um you know let's
[07:20] say even if if once you acquire a customer okay uh how they tend to behave do they stick with your brand are you able to retain that consumer okay once you retain them when I say acquisition okay let's let's make it in a very
[07:33] easier way let's say you want to buy a flat okay uh you're thinking to buy a flat in nearby your area you're going on Google making some you know search queries. So you will go on the website and you will
[07:49] give your details. So if you come across any advertisement or let's say you will come come on the website through social media. The first thing is obviously in directly get convert. So when I say acquisition you will go on the website
[08:01] give the detail how do you behave because obviously there will be a lot of team who will follow up with you. So what is your behavior pattern like what convert. And lastly when we say conversion like you have ended up buying
[08:15] that flat. Okay. So this is like again you can understand such kind of patterns as well with the help of analytical tool. Okay. Now tool. Okay. Now um ideally
[08:29] in web analytics guys um I think with respect to the benefits of web analytic respect to the benefits of web analytic I've already um uh mentioned this in brief but if you want to break it down further um first thing whatever audience
[08:42] targeting that we do in our paid campaign. Okay. So you might have seen we were setting up some campaign on meta. We did some campaign setup on Google if you remember and I was adding
[08:54] some targeting if you would have observed me how again this analytical tool gives you the performance of your overall website and it it tells you that overall overall okay I'm not just saying people coming to the website through
[09:07] campaign. I'm saying irrespective of from wherever people come to your site. It gives you the performance of the overall website whether the user is coming from social media or search engine or some influencer or some
[09:20] kind of audience are landing on your website from which source they are their gender, what is their age group. Right? So in analytical tool it benefits it will help you guys to get a better audience targeting. Okay. So whenever we
[09:36] do any audience targeting we usually go and check our analytical tool like Adobe Analytic and Google Analytic to get this insight okay that whom should we target again for the e-commerce brand they can understand the customers shopping habit
[09:52] okay and I'll show you how we can understand this I'll show you probably after in some time that how exactly one can see this uh habit basically can see this uh habit basically analytical tool also reveal that um you
[10:05] what kind of products are getting sold off. Okay. From which region, what gender, what age group. Okay. So when when we say that you understand the customer shopping habit, you can see that okay, what kind of age group is
[10:19] of gender is buying, what kind of product, they're coming from, which location, right? So that helps to create a great selling strategy. Why? Once you or what different age group or what gender wants from your brand don't you
[10:35] think you can make it customized for example if analytical tool give you this t-shirts are getting sold off a lot but from in Pune uh your uh bottomware category is getting sold off a lot okay
[10:49] this is a hypothetical example don't you think you can do a lot of inventory management based on those insights so with the help of analytical tool you don't just make marketing decision Trust me there are many brands who take lot of
[11:01] inventory decisions as well. And when I say this inventory decision is only because e-commerce brand need this kind of insight that okay from from which sold off so that you can keep that inventory ready. What kind of overall
[11:16] inventories are getting sold off uh a lot so that you can keep that stock are not getting sold off which are not creating that hype? So you can give that in discount or you can give it in like buy one get one offer or like as a free
[11:30] free thing. So again there's a lot of inventory management that brands do by with with the help of this uh you know report. Okay. And again as I said you can track your campaign performance and again you can make uh you can also make
[11:44] lot of decision with respect to how should you design your website. I'll tools like uh uh you know which which will let you know okay the user is spending like on because it's entire website okay so
[11:58] okay the user is spending in what section they are spending a lot of time scrolling a lot where they are clicking okay there a lot of these tools are called as heat map tools so you know that also gives you this kind of insight
[12:12] decision okay what what are the things that you need to correct on your website and how what a basic structure one should create. Okay. Now in analytical tools guys you have as I said there are many tools in the market. Okay. But I
[12:27] would say the most popular the first ranking goes to Google analytics. So if ranking goes to Google analytics. So if you know GA trust me you will know how to use Adob Adobe Analytics how to use web trend as well kind of okay because
[12:41] you're doing some data analysis. It's just that the dashboard would differ a little bit and to understand the dashboard it won't take much time probably even if you spend a week's time to be like very best on it you will be
[12:55] to be like very best on it you will be able to catch it up quickly. Okay. So we would be majorly focusing on Google Analytics guys because as I said that is the OG tool of web analytics and your caption is also very much related
[13:09] to this particular tool. Okay. Now how would you learn this? Like so one roadblock okay one major roadblock of people who want to web learn web analytic is that to learn Google analytics guys uh
[13:25] that website needs to be connected to your uh for for that website you should ideally create a Google analytics account okay now let's say you don't learn Google analytics how one can learn this okay so I what I always recommend
[13:41] to those folks uh to those folks is there's something called as Google Analytics demo account. Now what is Google Analytics demo account? Okay,
[13:57] website called as Google merchandise store. Okay. So this is there's a store which is owned by Google and here they sell all their merchandise like all their products. Okay. Now what Google has done uh for let's say people like
[14:13] you guys who don't own a website but they still want to learn GAM Google has because it's their website they have set up Google Analytics by the way every account okay to understand how the
[14:26] set up a Google Analytics account for this website and that access like you know the Google Analytics account access of this website is given free for everyone in the market. So basically the
[14:40] set up a Google Analytics account for this website and they have given access of that G account to everyone. It's free. You can see how this website is performing in and out within that demo account.
[14:54] Okay, I hope you understood what do I mean by demo account. So for those who don't have a website and they still want to learn GA, the best way possible for them is refer to Google Analytics demo account. The demo account again I'll
[15:08] reiterate it is nothing but Google's own website which is merchandise store. They have given they have set up a Google analytics on this website and the access of that G account is free for everyone. Now you guys can also access it
[15:23] obviously because it's free for everyone and we would be ref and that's how I'll the help of the demo account because it has lot of data to analyze okay trust me a lot of data. Okay. So what you guys have to do and this is something that
[15:36] you guys can also do. So if you want if you can follow the steps with me as well. Okay. Okay. Ada ada and manoja. You are not new to the tool. You have gone through it before. Oh okay. Cool.
[15:49] Cool. Okay. So what you guys have to do please and it's better you follow this along with me. Okay. Search for Google Analytics demo account guys and the first link that you see demo account analytics help go over
[16:02] there. Okay. And scroll down and you will see this link. Once you open that, you should see something like this. Google Analytic property, Google merchandise store, web data. This is the
[16:18] demo account that we'll be referring to. So, you just have to click on it you should see an account like this. Okay? And see first time when people
[16:31] check this tool it feels very overwhelming because it's all number if you would see okay for those who are coming across from the tool for the very first time it it will be new it will be bit overwhelming guys you don't have to
[16:43] be scared about it okay the more you practice the more you'll learn okay now practice the more you'll learn okay now just understand the basic of GA okay and then later so I'll try to go deep dive later on okay let's just understand the
[16:58] later on okay let's just understand the overview of GA. So, first thing as I said, the most mandatory thing for anyone is uh to set up the Google Antics for their website. Okay, I'll show you the in-depth setup in the week uh in the
[17:11] next weekend. But just to give you a very basic idea on how does a Google Antics account get set up, I'll I'll try to create a dummy one. I won't do end to just to show it to you. Okay? Please watch my screen. Don't follow what I'm
[17:25] doing. uh because you can still refer to the recording and you can follow the steps. Okay. So for now just concentrate on what I'm what I'm doing on my SK screen. Okay. So here there's a a se section of admin. Okay. And even if you
[17:41] are you can by the way you can create multiple Google Analytics account. Okay. website you can create multiple Google Analytics account. Whenever you want to create a new Google Analytics account guys um you can you can come over here
[17:54] and you can say create. Okay. And you can say create an account. Okay. When have a different Google Analytics account. Okay. So here I'll say account. And to create like to create a new Google Analytics account what I what it
[18:09] requires is your account name. Now what is exactly an account name? Your So let's say your business name is simply loan. Then your account name should also be simply loan over here. Okay. So right now because I'm creating
[18:22] a demo dummy like I'm creating a dummy account. I'll just write some dummy name. Okay. So, let's say it's travel with Jigisha. This shouldn't be the uh uh name of a website. But let's say if this is okay. Now, uh obviously Google
[18:37] will ask you about the account data sharing setting. Basically, you know, uh to maintain and protect uh the service they they're just asking um if you are okay to uh you know, let uh to collect all this kind of data. You can say yes.
[18:51] They won't disclose. So, don't worry. You can say next over here. Now property name again should be your business name. So I'll say travel with Jigisha.
[19:05] be guys as per let's say by the way okay uh most of the brands what they do um they usually also create let's say for a very global brand okay like and you have
[19:19] very global brand okay like and you have let's say zara in zara us anything on those side and for every country you have created a separate website then again you should have a separate G account okay now let's say your business
[19:31] is majorly focused on India as a location. Okay. Yes, you might be giving you might be selling globally as well. But as a major of your businesses of India, then here your reporting time zone should also be India. Okay. Not any
[19:43] reporting time zone you would choose accordingly you'll see the data as well. Okay. Again the currency should be INR because as I said the major business is because as I said the major business is in uh if it's in India. Okay. Obviously
[19:56] if it's in another country your base is US then choose US. If the base is London, choose London. Whatever you want. Okay. And we'll say next over here. Now here it will ask you like what is your industry category like for like
[20:09] your business falls into what category. So mine is travel. So I'll say travel. Okay. Then it will ask you for your business size like what the size of your business. You can just say as per whatever size you fit it into. And then
[20:23] here it will ask you okay you know what is your objective behinding behind creating Google Analytics account. Okay. So you just have to tick. Okay. So let's say you want to generate lead then say
[20:35] If you're in e-commerce you will say I want sales. Probably if you're lead generate lead. I want to also understand I'm getting traffic from where I also Let's say you don't fall into any of this. Then just say other business
[20:50] objective. Okay. And you can say create. Now again you have to choose over here India. You just have to accept the terms and policy. and policy. Okay. And this this is where
[21:05] uh your setup. So this was like a basic account setup and we this setup is still not completed because you have to link your website or app to the GA. Okay. So let's say if I want to link my website, what I have to do? I have to go here to
[21:17] web. I have to give my website to URL over here. And uh when I give my website over URL over here, guys. The next step is the platform will give you a code. That code needs to be placed on your website and after that the data
[21:33] collection gets started. Okay, does this make sense? Just to show you that uh code part what I'll do in the demo account also by the way you can see the code part of the demo account as well. Okay, so let me
[21:45] just by the way you can skip that particular part. Now if you would see my that I created right now travel with won't show anything because my website is still not linked over here right so
[22:00] licking the website and then putting the code on your website that will start capturing the data and you'll see numbers over here okay otherwise you can't learn GA hence the reason you guys also referring to demo account because
[22:12] you want the reason what why do we do Google analytics is it's all about number crunching data analysis Right? You even even if you create a Google website and you create a Google Analytics account today, it will take a
[22:24] lot of time to get that kind of data and to do that kind of analysis. Right? ma'am, I'll create a website dummy website today and I'll set up a G on it." Great. You learned how to set up. But how would you do data analysis?
[22:36] Because unless you are a very popular website, it's another case. You'll get get lot of numbers to through which you can analyze. But let's say that's not analysis? Hence we are referring to the demo account for the data analysis part
[22:50] because the demo account it's it's it's a it's a very old demo account. It's Google's official website Google analytics account. So lot of data to analytics account. So lot of data to analyze. Okay. Now if I go I'll go back
[23:02] to the demo account just to show you that code part. Okay. So by the way for it's your client's Google Analytics account or whether it's a demo account if you want to see how does the code part looks like you can go to the admin
[23:14] called as data stream. Okay. If you go over here, see this. Can you see here? If I zoom in, I mean I'm not a see. Can you see they have linked their website shop.mmer merge.google. Right? So you also have to whenever you set up your
[23:29] where we had to link our website, we have to give a URL. Once we give our URL you we will get we have to go within it and we get something called as view tag instruction. Now when you go over here in the view tag instructions,
[23:49] this is the code of Google's merchandise store websites Google account. Okay. Similarly, when you will set up a Google ads account, you'll also get a code like this. By the way, your code would look exactly like this. The only thing that
[24:02] would change would be this part. Okay. This ID is different for every G account. So you have to put this code on your website. Again guys, if you're working with a very big brand, they would have
[24:14] already set up. In case if they ask you to set up, ideally you don't have to do setup. You just have to give this code to your web developer. They will do the setup part. Okay? Because you are not a web developer to do. If it's a coded
[24:27] website, no one will ask you to set up. Okay? Uh either they'll have a web code with the instruction that can you see it needs to be there on every page of your website. to give this instruction and give the code to them or
[24:40] if you are at a higher position you'll be using this tool called as Google tag be using this tool called as Google tag manager to set up this code
[24:52] which is our analysis okay uh I won't okay guys we'll go very slow on this we won't rush uh with respect to GA so we'll go slowly okay let's just first Um
[25:06] [clears throat] so okay before we go to the platform guys let's just understand why one would want to what what exactly what are different things that one can uh check in the Google Analytics account or any
[25:20] analytical account. Okay. So guys one of the major thing that people want to check on the Google accounts are these four things. Okay. Page view. Page view is nothing but what exact pages people are checking. Okay. how many unique
[25:34] visitors you are getting on your site. What is a bounce rate? Bounce rate is to your site. How how much of them are getting bounced off. Bounced off as like on the website. They just like drop off, right? And then the time on the site
[25:48] basically how much time a user is spending on your site or or probably on which particular page. Okay. So these are some unique metrics that an organization would want to track. Uh and by the way, you can see all of this
[26:00] metrics on Google Analytics as well. Okay. Now with Google Analytics as I said uh it helps you to measure not just your website performance guys Google analytics is also for apps. Okay. So for app the the setup is something like
[26:13] similar uh and by the way for app you have to sep uh set up separately. For Okay. So if you are a business owner who has a website please set up a Google your website is mandatory. The first thing you should do is to set up a
[26:26] Google ad account. Okay. And uh if you have an app you can do it for the app as well. We we have seen right it was giving me three option website app for Android app for iOS. So you have to do if you are a brand a
[26:40] global one ideally they would have set up you never will come across a global brand who who don't have a G account as per my experience. But yeah uh now um again why one would use GA? It's the same thing to understand the number of
[26:56] people are visiting the site, the time they're spending on the site, the pages that they're checking or the device they are using to access the site. Okay, trust me there's much more than that but this is like basic use case of GM. Okay.
[27:08] this is like basic use case of GM. Okay. Um again the whole point of using G is campaigns with the insights that they get from the G account and to make a informed decision right with respect to how they should create the website.
[27:22] Okay, because GA will give you lot of insight with respect to your website as well like how like what which page is performing, how much time one is that you know which page needs correction which is like which page is
[27:35] like all good. You don't have to tweak it. Okay. Um now I'll just take you through Google Analytics guys. Okay. I'll give you an overview. Okay. Let me just close the Okay. I won't close the PPD.
[27:50] I'll directly go to the analytics account. Okay. Uh be there with me. I'll what I'll do I'll again open an Excel sheet. Not an excel sheet but a word doc sheet. Not an excel sheet but a word doc to write down the pointers.
[28:10] is divided? The first major part of Google Analytics is its reports guys. Okay. So if you hover around to the report section uh that's like how should
[28:22] I say we check on a very frequent basis is this section the report section okay and now it might be very confusing for you guys that what exactly is this okay so I'll try to explain this in a very easier manner now there are different
[28:37] easier manner now there are different reports and the import the major one or the all the reports that are which is the first one is real time okay then you have acquisition report, you have
[28:53] engagement, you have monetization, you have retention and then the last one is user report which also gives you um what should I
[29:05] say? I'll just write this way only. So it's it's basically divided into two part. The user attributes and the tech part. Okay. So like how should I say these are the reports that give you overall insight of your
[29:20] website. Okay like in-depth insight you would have never seen you might have never seen this kind of insights uh in in your experience. Okay. Now one thing is that see when you're working with your client okay there are many clients
[29:33] who are very who want to know lot of data and all probably GA is an account that you might be keeping on 24/7 okay or whenever you're working because you never know client might ask for what kind of data now obviously no one would
[29:46] guide you that okay let's say if I'm your client I'll just directly ask you a question like this say that you know um Ada can you tell me um how was
[29:58] Ada can you tell me um how was performance of uh gender 18 to 24 in FI26 compared to FI25 January month like compare this Jan and last year Jan and
[30:10] tell me how what was the difference of this particular age performance so you don't know where to go and check that right like with the with the name obviously you are not able to understand so you you are been bombarded see your
[30:23] they'll ask you questions like this they'll ask you to do a lot of comparison again once you answer that they'll ask more they'll try to deep dive into it okay no one would stop there I'll give you an example in much
[30:35] more detail way the whole point is you should know first thing is that what each report would show you like what is the use case of each of this report okay so first is your realtime report and the use case of this report is it will show
[30:48] use case of this report is it will show you last five minutes and 30 minutes website performance okay this is the only report which shows you realtime performance of your website. Okay, last 5 minutes and last 30
[31:01] minutes. Okay, rest all report will show you past performance or today's overall performance. Okay, so this one will show you past performance or or today's
[31:17] overall performance. This acquisition, engagement, monetization, retention, user won't show you last five and last 30 minutes. It performance. But it can't give you like okay this was last five minutes, this
[31:31] was last 30 minute. That data you can get only over here. Okay, that's first thing. So real time is the only report which shows you real time data. Rest all of this up for past performance and like for today's performance overall. Okay.
[31:45] Now what which report you like you know what is the importance of each of this report. Let's understand this acquisition report would tell you which channel platform
[31:58] campaign. So it will show you this performance. Okay. Let's say your client want to know is social performing better than search is affiliate performing better than influencer is meta performing better than Google. Right?
[32:12] marketing campaign and you run an affiliate campaign which is performing better. So basically any question with respect to channel platform or campaign performance you have to refer to the acquisition report. Okay. Engagement
[32:25] acquisition report. Okay. Engagement report will give you pages and check you refer to the engagement report. Okay. Monetization report is all
[32:42] about your product performance. Okay, product performance. U and by the way, first thing monetization report is very specific to ecom. Okay, in ecom, it
[32:54] will show you the product performance. It will show you um overall user flow It will show you um overall user flow performance. when I say um you know how many people did add to cardart then how many people went to the checkout payment
[33:09] many people went to the checkout payment purchase the entire stage basically okay purchase the entire stage basically okay retention report is more about um checking the LTV of consumers of customer LTV is nothing but lifetime
[33:24] customer LTV is nothing but lifetime transaction value basically how well you are able to retain a consumer okay lastly your user attribute will show you data like you know if you want to see age performance, gender performance,
[33:40] age performance, gender performance, uh city etc. any demographic, okay, any uh city etc. any demographic, okay, any demo or geographic performance you see under the user attribute. Okay, whereas tech the name says tech would show you
[33:53] tech the name says tech would show you uh any information related to tech. uh any information related to tech. Okay, like your uh browser performance, device performance, phone model, you know, anything etc etc
[34:08] So this is what you have to mug up. Okay. to platform or anything of that sort, you have to go to the acquisition. If I have to go to engagement. If I ask you anything about the product or user flow,
[34:23] you have to go to monetization. Right? So you should know this. Now what we'll do, we'll go to each of this report, okay? And I'll show you how to read it. What do they mean? We'll start with real time. Okay? Now first thing guys for
[34:36] real time you can this is this is like the only report snapshot is like overall website thing okay you can ignore this thing okay no one would want to check your real time report which you see in the real time overview so when I say
[34:49] real time the only section of real time that we refer to is a realtime overview and sometime if the client ask we'll also see realtime page okay what is real performance of your website if you could see clearly active users in the last 30
[35:04] minutes active users in the last 5 minute. Active user as in like number of people on your site. So if it says 42 as active user that means 42 people are there on that merchandise website. Nine. So 42 were there in the last 30 minutes.
[35:19] Five users were there in the last 5 minutes. Okay. the dots that you could see is basically it's trying to show you the user has came to the website from which location. Okay. Okay. So if you could see one is
[35:34] from Ahmedabad. If I speak about India. Okay. I'll go back. Mistically I clicked. Then there would be there's one from There's one from Bengaluru. There's one from Pune. Pune was me because I was I
[35:50] else as well. But I believe it was was me in the last 5 minutes I was there. it's still showing it up. Okay. Obviously if you want to go further let's say you want to see okay the Pune one like you can click on the Pune one
[36:03] and it will show you that the user came from where and all okay so it will give you more further data like okay the person came to the website the punip folk who came to the website they person came to the website through Google okay
[36:17] came to the website through Google okay likely they searched on Google okay and let let's just understand this okay now I'll go back again I'll go back again if I scroll
[36:41] it is showing you um the user sour sources is basically again from which to the website. right out is just showing Google but they they might show other channels as well like social, affiliate, YouTube depends if if they
[36:55] have that kind of user account. Okay, this is basically um you know what kind of audience they are like are they non-purchaser or they are the active users or they are the one who have scroll. Now this audience thing is
[37:08] something that a brand customizes. Okay, this is not default audience type. Okay, this is something that the uh goo the the the person who's handling the Google merchandise stores website performance, they have customized it. Okay, this is
[37:22] not standard. When I say customize it, they have divided audience into um different buckets. Okay, like okay, all users, non-purchaser, basically how many of them are non-purchaser, how many are active users, how many have scrolled
[37:36] 75%, right? So, this is something you customize it guys. This is not default thing that you'll find in GA. Okay, this is something that the website has customized for their G account. Okay, here you would see how uh you know
[37:49] particular page like is it home, is it merchandise shop, is it apparel, is it campus, so on and so forth. Okay, then here it is event. Now event is nothing but what interactions they are doing. In GA interactions are called as event.
[38:05] event and there's something called as key event. Event would mean any interaction that you do on the site is called as event. Key event is like the important interaction that that you do on the site. When I say important
[38:18] interaction, okay, let's say if I go to Mnta's website and if I just scroll, that is also an event. But if I go and check one product and add it to the check one product and add it to the cart, that is called as key event.
[38:31] Okay. So when I say event is basically any interaction that you do whether you whether you click, whether you scroll. But in key event, we only check major uh
[38:43] interaction that the user has done like impactful interaction that the user have done on the site. Again event and key event is something that the brand has to create. They have to customize it for themsel. There's no standard list. So
[38:57] this audience event key event the three things is something you will customize it for your brand. Okay. Now second thing when okay what do you think do you think every day one would go and check the realtime report. What do you think
[39:10] guys? We would check this real time report if we have a major sale or offer coming up. So if you are having black Friday, you're having Diwali sale where you see a lot of sales coming, you see a lot of
[39:25] traffic coming, we usually check this report to see if things are all going or are going all well or not. If you launch a new product, right? So any offer, any
[39:37] launch, any discount, heavy discount coming up, realtime report just to see that everything is going all fine or not. just to see are we getting that kind of traction or not. Let's say I launched my
[39:50] black Friday campaign right now at night 12. Let's say today's we are doing black would do black Friday but hypothetically. So I would want to see
[40:02] not? How would I understand with the help of G only right where are they coming from? So there are many brands during this uh offer launch period they
[40:14] one is bothered to go and check the real time report. So only on this kind of special occasion for a brand they would go and check it just to see like are are you getting that traffic are people showing up on the sites or not because
[40:29] that is the period where you get lot of business right so there you know their brands are they they are on their toes and one of the way to keep on checking working is it not working they check this on the GA thing so I want to see
[40:44] okay I've launched a new product I want to see okay what is the response and product for one rupee and I want to see how people are reacting to it. So you know like black Friday for more sale all of that time brands keep an eye on this
[41:00] lot of decision they're seeing that okay there's a lot of traffic coming from Mumbai then they would want to keep that inventory ready for that location right again if they're seeing lot of traction coming from social they'll launch more
[41:13] attention again there are a lot of strategies that are created guys again I'm saying analytical tools are not just seen to create good marketing campaign it also gives gives you a very great business insights as well. Okay, you
[41:27] make a lot of business decision, business call by seeing this numbers as well. For e-commerce brand, the inventory management, their cross-selling, they're upselling heavily relies relies on seeing such kind of
[41:39] numbers. Okay. So, we are clear with realtime report. Now, in real time more section of realtime pages, basically user are visiting what kind of pages you can check that as well. Okay. to understand. Now again most when when
[41:56] you see one slash that means it's a homepage. Okay. So now how many active users are there? There are 40. How many views they have got? 37. Right? Again different pages as well. Okay. That's the only use case of realtime report.
[42:10] Now we'll go to the major report where we spend lot of time. Okay. And when I brands there people who check it on daily basis as well. Okay. if not daily
[42:22] at least weekly. Okay. Now let's start with the acquisition report. So now guys if you would see the acquisition report has lot of section I So each report now will have lot of section. I'll just take you through the
[42:37] important part of the section. Okay. Because this is a demo account guys. This demo account is not able to capture all the data. Okay. There are some loopholes in the demo account as well. Now can we fix the demo account
[42:49] loophole? No. because we haven't not we haven't set up this account right if I would have set up the account if I'm the one who's putting the code I can still uh rectify that loophole but because this is a demo account obviously and the
[43:02] the owner is Google themsself they are the one who can look into it we can't look into it so I'll take you through the important part of each of the reports okay there are some sections I would skip because of it would be too
[43:16] complicated for you guys to understand for the very first day I I take you through it towards the last of our session like towards the next weekend. Okay. Now guys for each of this report of acquisition, engagement,
[43:29] monetization, retention and user don't check the overview part. Okay. Basically overview we check when we are in lot of rush and we just want to see one glance. Okay. But for you guys overview would be pretty overwhelming because you won't
[43:44] understand anything. So it's better to check this overview report into different breakdown instead of seeing just all of this in one glance. Okay. So you can skip the overview part. Overview part as I said we only check when we are
[43:56] the data very quickly. For you guys I would say no for now because it might seem daunting as well. Okay. So you can by the way whatever there's an overview It's just like this is a summary that you would see. So every report has a
[44:11] summary tab like okay let me just show this to you. So this is like overall summary. Now if if a person see this kind of summary for the very first time, here. We know we not able to understand anything over here. Hence I would ask
[44:25] you to skip this particular part. Okay. We will go one by one into each section and we would see it. Okay. So hence I won't show you the overview part only. Okay. Now let's understand each of this reports under the acquisition part. Now
[44:39] we will you have we'll go to the user acquisition report. Okay. Okay. And by the way, whatever filters, whatever sections I'm showing you right now is applicable for all the other reports as well. Okay. So it's not that what we are
[44:52] for user acquisition is not applicable for other. What I'm trying to show you right now is how to check this dashboard like how to navigate it. Okay. Now let's first thing you should know is a date range. Very important. Okay. Your client
[45:07] would ask you for different date range. So you should know to choose the right question. Okay. Let's say your client would ask you that okay tell me last select last month from here or you can check from the calendar as well. Like
[45:21] you can click on one. You can click on 31 the last month selected. Okay. There are some by default one created over here. And you can customize it as per your wish on the calendar. There are times when the client would ask you to
[45:33] compare the data. That's when you have to uh enable this toggle. Okay. And when you enable the toggle, basically you can choose a date range. Let's say if I tell you guys compare Jan 2026 month to Jan 2025. So
[45:50] how would you do that? Okay. So here the date is correct. It's Jan 26. Here I have to make it Jan 2025. So either you can type it or you can again select from the calendar. I recommend to type it because when you select from the
[46:02] comparing the data it gets very difficult. I'll show you how like sometime it the platform works acts very weird. Okay. So let me just show you. Okay. Here if I'm trying to choose Jan one and here if I'm trying to choose Jan
[46:15] 31. Okay. Right now it has worked but there are time when this toggle thing gets very annoying. So in case it gets very very annoying guys like see now can you see I wanted Feb to be here. So if it acts
[46:29] bit weird when you're choosing from the calendar especially for the comparison thing you can type it as well. Okay. So let's say I want Jan 2026 over here I let's say I want Jan 2026 over here I can write Jan 1 and instead of 2025 I
[46:42] can write Jan 1 and instead of 2025 I can say 2026. Here also I can say Jan can say 2026. Here also I can say Jan 31.
[46:56] Okay. And I can say apply. Make sense? So please choose the right date range. Okay. From here compare it if the client is asking you to compare it. Okay. Right now I'll turn off the compare toggle. Now this thing this is
[47:09] something that is used to show it to the client. Now imagine guys you are my client. You have asked me a question and I'm showing you this table. It is very There are many client who won't understand the table. So the best way to
[47:23] explain them is with help of this graph. Okay. Let's say this is a better way of presenting right. You can show them okay in Jan month we have seen a very good spike in what Thursday on 22nd of Jan we have seen a good spike of our users
[47:39] right and the most deep like you know which was a date where we have seen a very major drop in our traffic. I believe it was this point right 11 Jan. So this is how you can explain things to them. Okay, which is a channel which is
[47:54] giving them lot of traffic. It's direct. If you could see there it's organic search because this pop-up is coming up. So this is more to ex for the So this is more to ex for the explanation part. Okay. Don't show your
[48:06] client this table. They'll find it very boring. They won't understand it. It's difficult to explain them in a table format. Hence we refer to this part. Make sense? Again you can use different filter you want to show it on weekly
[48:18] basis like how week one week performance was. So you can show it in this way like week one was very uh deep then again it it the the traffic in got better in week two in week three there was little bit of spike. So you can show it in that way
[48:31] is what this way is what I'm trying to say right you can add some filters over here as well. When I say filters okay what specific section you want to show to the client. Do you want to show them some gender kind of thing? So okay you
[48:45] some gender kind of thing? So okay you if you want to just show them but yeah you can add some comparison guys it's up to you okay let's say you
[48:59] want to show them let me just show you okay or paid traffic and organic traffic what is paid traffic that comes through ads organic traffic is that traffic that comes organically if you if your client ask for a comparison like this you can
[49:11] show it to them so Don't show them this table then show it over here. Now let's go to the next part like so this is all for your presentation perspective. You can add some filters to go over here. You can change the date range over here.
[49:26] It's up to you. Okay. The main part is this. So let me just cancel this because this comparison will show in the same table as well. Let's just see this. Okay. Now if you remember I told you that this acquisition report will show
[49:39] you uh performance of either the channel or the platform or the campaign. What you are seeing right now is channel performance. Okay, direct is a channel. What do I mean by direct? If I directly go to myntra.com like this, this is
[49:52] called as direct. Okay, so there are two ways I can go to Myntra's website, right? Either I can go on Google search for Myntra. Okay, then this is ads.
[50:04] Okay, but this is SEO, right? If I go from here and one way is I directly tap for the exact URL. So when a user type the exact URL and they directly land on the site and not and don't come from Google or social media that is what we
[50:18] call as direct. Okay. So direct is the user directly search for exact URL and they landed on the site. Now organic search is people coming through SEO. Paid search is people coming through search text ads. Cross network is like
[50:33] Referrals, email, unassigned is something again uh I wouldn't know they are calling as unassigned? I would it, right? Organic social is your social media platform. Organic shopping,
[50:47] organic video. Okay. So, this is what we mean by channel. Now, what is platform then? So, we are seeing let's say organic search. Okay. When I say organic search, I mean people are coming through SEO. But from which platform are they
[51:02] coming from Google or are they coming from bank the channel won't give you client would you tell your client okay the second highest traffic is coming would ask you that okay can you tell me what platform of organic search are they
[51:16] coming from Yahoo or Bing or Google where where are they coming from that's performance you have to check the platform performance okay now how do you switch it how do you switch from channel to platform platform guys here there's a
[51:32] toggle to change it like can you see this primary channel group is something that we have selected right now if you want platform you have to search for platform over here in the search and click on this first user source platform
[51:47] and now see this okay wait you or let's just do one thing you can just search for first user source one Second
[52:01] to change from channel to platform search for for source
[52:18] source dash medium first user source- medium. Okay, I'm giving writing down over here as well. Okay. So this will show you the platform level data. Now how what do I mean by platform data? Platform level data. Can
[52:33] organic into Google organic and Bing organic. Right now they are not just saying paid search. They are saying Google/CPC. Okay. If I increase this by the way the reason they are only showing you 10
[52:46] result is because here the role per page is 10. So whenever you do data analysis is guys there's lot of data. Can you see that total 97 platform performance we are able to see only 10 because we are on the first page and for the first page
[53:00] as well the roer page is only 10. So whenever you do see the data please extend this to maximum and then here also in the corner see if you're missing not missing on any page. So I can I can every data is seen over here. Okay. So
[53:15] please make sure to check this two settings whenever you're seeing the data. Okay. Now here if you would see okay let's just show you let me just show you this see can you see for organic there is yahoo organic there is
[53:29] bing organic so now this gives you the data that from organic as well people are coming from what platform make sense so what so after date this is
[53:41] for your client view okay always check the roer page and here the page now let's say if I make roer page 25 I have other pages to check as Well, can you see 1/25? I'll have to go to other page as well. So, always make sure your open
[53:55] per page is set to max. And if there are any other pages to check, make sure you other page because your data your answer would be on the second page as well. would be on the second page as well. Okay, I hope I'm clear. So, and then how
[54:08] If you want to go back to channel, search for channel. If you want to see campaign level guys, same search for campaign over here. Okay. So now when I switch to campaign it will can you see all the campaigns that this
[54:23] uh merchandise store is running they are showing me all the campaign names over Okay. So based on what your client is asking So based on what your client is asking make sure to switch it from here. Okay.
[54:37] Now first thing next part is guys this is what we call as dimension and this is what we call as metrics. Okay. Again this is this this is applicable for all is called as dimension. This is called as metrics. Now this is called as
[54:50] primary dimension your client. So now when your clients ask you to every time they ask you to break down this number. Okay. Let's say I'll ask you that. Okay Okay. Let's say I'll ask you that. Okay guys uh I can see that from direct I'm
[55:04] getting good amount of audience. I want to know they're coming from which city now right? So my client the client is asking to break down this further that performing channel but exactly they're coming from which city is it like a
[55:18] specific city which is getting this performance okay so then your client is asking you to break down this further hence you put a secondary dimension so this is a primary dimension now if your client ask you a deep dive question you
[55:30] have to put a secondary dimension to put a secondary dimension you have to again you have to click on the plus sign and whatever breakdown they have asked for let's say they're asking for city gender age, search for it over here. So now I'm
[55:43] asking for city, right? So I'll click on city and this data will be break down city and this data will be break down further to cities. Now can you see? So now it's a very big data. Can you see there are almost 10, 107 pages, okay?
[55:57] them, right? It will be very tedious for me to check so much big thing. So what do what you have to do is let's have client have only asked for direct, the best performing channel and they just want to know which city is giving
[56:12] good amount of traffic for direct. So use the search bar. Okay. The search bar will filter down lot of name what lot of numbers over here. So if the client has direct over here. If the client has given you specific city name like they
[56:27] want to know okay from New York okay like New York as a city uh people who are coming from to the website from New York as a city they are coming what are okay let's say they the this New York is their best performing city let's say so
[56:41] I can search for title for the city name over here and see this now what I'm able to see this this is a city and you know from this city people are coming from well direct is the best performing channel then organic search then paid
[56:56] search. So use this search bar. I'll just give you a recap again. Date range in date range one has to compare. If if they ask for compare this is used to show the client the numbers like in a better
[57:10] format instead of showing them the table. This is called as dimension. This is primary. This is secondary. You only apply secondary dimension when the client ask you to break down the number. If if it looks very overwhelming, the
[57:22] overwhelming, whatever query the client has asked for, you can just search for that specific question over here. Like the keyword is New York, if if they're asking for a specific city or they
[57:35] asking for specific channel, right? Or anything, age, gender, it could be ask you vague question, they'll ask you specific to something. So put that in the search bar if it if if you are finding it very difficult to read such
[57:48] big table. Always increase your opener page count. Always check other pages as other pages, one thing what you can do is you can filter from highest to lowest. Okay. So here for each metric there's an arrow sign you would see.
[58:03] filter out things from highest to lowest. Right? Now if you could see it's not in a proper arrangement, right? 30,000 is at top, then 11, then 28. It is not arranged properly. Can you see? It is not in highest to lowest or lowest
[58:16] to highest. So what you can do? You can click on the arrow. See this? click on the arrow. See this? And automatically it will come in a better sequence. Can you see? Now this is highest to lowest. So now you don't
[58:30] have to go and see other pages because this is applicable for other pages as well. Now these are metrics. I'll just guys let's just understand each of this metric. Total user is number of user.
[58:43] Now this is for Jan month Jan 2026. This website performance. Okay. Merchandise shops website performance. How was for the month of Jan uh Jan 2026. We could clearly see they have got total users of around unique. When I say users the are
[58:57] around unique. When I say users the are unique people like people okay 43,291 users were there on the site. Out of those 31774 were new people. When I say new user that means they're new to the site. Returning is like they have
[59:11] visited in the past. Again they are giving you breakdown for each channel for all the three metrics. Okay. Then this will show you how much time they overall how was the time spent. So in giant month overall the time spent was
[59:25] around 1 minute 33 second. Okay. Wherever you see a very less time spent is very less that means there's some problem with the channel performance in general. Okay. Cross network is a very good channel for them. Email why people
[59:38] who are coming from email they have spent a good amount of time. So the more the time you spend better is for your brand. Right? Okay. Now average uh this is engaged online session per active user. Basically you know how much
[59:52] I'll explain this in detail in the next report. So ignore this for now. Now here I told you right event key event. Okay. Now what is as I told you event would mean all the event. Can you see? So when I click over here, this is what they
[01:00:06] mean by event. Any action you have done on the site. Can you see first visit, check out, add toart, everything is part of event. Any any activity, but key this is an e-commerce website. Merchandise store is an e-commerce
[01:00:20] event? How many people bought the product? How many people added the have just checked the product? This is an important event for them, right? This is customized event and key event is customized. So under key event for this
[01:00:35] brand they have chosen this three as a key event. You can you can customize as necessarily you have to follow what the merchandise store website has done. Right now if your client asks you that guys can you tell me how much purchase
[01:00:51] purchase no because this includes all the action. Your client just want to know how many how many purchase you have got from direct. Then you have to go purchase sign. And now we can see from direct we have
[01:01:05] And now we can see from direct we have got 545 purchase in the month of Jan. Make sense right? So always don't forget to see this. If your client is asking specific to an event, please go and select it.
[01:01:19] how many people have done add to wish list. Then I'll have to go over here and hover around it. So there were there was around like 409 add to wish list. If my
[01:01:31] client asks me that okay can you tell me how many people have scrolled you see so make sure to change this as per the question again so we have understood the user acquisition now we are going
[01:01:44] towards the traffic acquisition report now guys the first thing is okay let let me just turn off the toggle because I don't want to see the comparison data now what is the different the first thing is like see both the report will
[01:01:56] performance and campaign performance Okay. Then what's the different in which situation you'll refer to the user acquisition and in which situation you'll refer to the traffic acquisition report. Okay. Because the dimension is
[01:02:09] the same. Right? Here also you seeing you are seeing same dimension. Here also you are seeing same dimension. So then what what one should refer for? Okay. First thing traffic acquisition
[01:02:35] would show additionally had any metric which was showing us revenue. Max we could see was how much
[01:02:48] purchase we have got with why when we put a key event filter as purchase. So purchase we have got. But let's say if you want to see the revenue that we have generated we can't see it over here. Hence traffic acquisition report will
[01:03:02] would see there's something called as total revenue. So that's one thing. Next see in traffic acquisition instead of user we have something called a session.
[01:03:14] Okay. Now what is the difference between both? Okay, user would mean unique people who are there on the site. When we say 42 463 that mean this were the number of users who were there on the site. But in
[01:03:28] traffic acquisition when you see your session as 52893 this doesn't mean that there were 52,893 people who visited the website. This is like you know how much total traffic you received on your site. Now when we say
[01:03:44] session it could be one person visiting your site multiple time as well. So basically user acquisition will show you unique users who have visited your site you overall traffic that you have received on the site. This is not the
[01:03:58] use unique user count. When you see session as 50 to 893 that doesn't mean 50 to 893 users were there on the website. That means this is the amount of traffic you have received on the website. Now it could be one person has
[01:04:11] visited multiple time as well. Okay. Whereas in user acquisition when you see your user count as whatever we were able to see what was the number 49 or yeah 42
[01:04:23] 463 this means that this were this were the amount of users who came on the site. Okay this is the amount of traffic. Now when I say traffic I mean one person might have came multiple time as well. Ideally your use this will tell
[01:04:39] as well. Ideally your use this will tell you total traffic whereas your user acquisition tells you unique total users on the site.
[01:04:51] Does that make sense guys? So if your client asks that we want to know unique acquisition but the client asks we want to just know the overall traffic irrespective the person came once or twice or multiple times then you have to
[01:05:05] and secondly if the client ask you any question related to revenue that is also traffic acquisition report I hope you understood the difference between both
[01:05:17] again the same navigation is applicable in the traffic acquisition as well put a increase the Go per page count, go to other pages, change the date range. Right? Again, if the client asks you specifically for purchase, now see, can
[01:05:30] you see this revenue number? This is not correct revenue number. Why? Because correct revenue number. Why? Because this is for all event. Okay? If I make it purchase, then ideally this number would change. So, let me just show this
[01:05:42] highest to lowest. Now, we are able to see direct has got a revenue of 51,000. Let's see if that changes if we make the event to be purchased. Sorry not here but here
[01:05:58] right. So the purchase count has changed but yeah our total revenue remains same. correctly. Okay. There are times when the num this number also gets changed when we change this key event. But if this has not changed that means the
[01:06:11] correct. Okay. So I hope you understood in what situation which report you refer count refer to the user acquisition overall traffic and revenue number refer to traffic acquisition. Okay. Now here
[01:06:26] there there are some new metrics that you could see. Okay. The first one is your session. Now what do I mean by session guys? Okay let's let's just understand there's something called as click there's
[01:06:40] there's something called as session. Okay, you would always see click is higher than link click
[01:06:53] click is higher than link click and link click is higher than session. and link click is higher than session. What do I mean by this? Okay, when I say we have got clicks, clicks would mean anywhere they have clicked on
[01:07:06] your post on your ad. Okay, when we say link click, they have clicked on the URL. Okay. But not just clicking on the URL doesn't mean they have landed on the site. They might have bounced back. The internet was not working. So they didn't
[01:07:20] landed only right. But session means that yes they have landed on the site and they are spending some time. Okay. So you will always see that there are many people who clicks on your ad or on or or any of your posts. Out of that
[01:07:33] only some people will click on the link and out of that only some people will actually spend some time on the site. Right? So session means that this user
[01:07:45] like you know when you see session as 52893 that means they have spent some time on your site. Okay. And this is also one of the reason brands want to uh much more better than checking clicks and link clicks count. Okay. Now how
[01:08:01] does the session gets calculated? Okay. Now let's understand this. So like what will make it one session? What will make it two session? three session is we'll try to understand okay the first thing is the default setting
[01:08:15] of GA is one session one session would end after 30 minutes of inactivity would end after 30 minutes of inactivity or if the user
[01:08:30] or if the user comes back from another comes back from another channel or platform or campaign whatever channel or platform or campaign whatever it is okay What do I mean by this? Okay,
[01:08:42] When you go and try to do any net banking, let's say you go to HDFC bank, you are trying you logged into your net banking and even like for few minutes if you like you you don't close that tab
[01:08:55] but you keep that tab open and you go to another tab and you come back to that HDFC net banking site in let's say even in next two or 3 minutes it it will show you an error which says the session has expired or the session has ended and
[01:09:08] login again. Have you guys ever experienced this? The same is the meaning of session in GA as well. Okay. So in Google Analytics when you set up the Google Analytics code, it will calculate the session. Now
[01:09:23] what will make one session end? Okay. So the default GS setting says after 30 minutes of an activity one session would end. But do you have to keep that? See you can change the setting and ideally you should you how why would you give 30
[01:09:36] come back? Don't you think it's a very long time period right like even if it's not a banking site still you are giving 30 minutes of time period that even if 30 minutes of time period that even if the user stays 30 minute inactive their
[01:09:50] continue is what the default setting says. So your job is to first go and change this default setting and make it customized for your brand. Okay, you that there are times when you keep one one website open for a very long period
[01:10:04] and once you go there it refresh it it it it would refresh on its own. Have you ever experienced this? So if you keep one particular website on for a very long period and you come back on that site it will refresh once. Have you ever
[01:10:17] experienced this guys? That also indicate that the first session has ended and now your second session will start. Okay let me show you an example of this. Okay. So let's take an example. I'll
[01:10:29] open Myra's website right now. Okay. Myntra website has a Google Antics uh changed the default setting. Ideally every brand will change the default period. 30 minute is a very big time period. Okay. But imagine let's say if
[01:10:43] they haven't changed it. So what is the scenario? Okay. Right now if I just went scenario? Okay. Right now if I just went on the site right it was 9:50 and 9:50 I came to the site. Now imagine I'm doing some time pass on other tabs that I've
[01:10:55] opened over here. I'm I'm on my G account. Okay. Now, if I go back to account. Okay. Now, if I go back to Myntra's website by uh 10:20, [cough and clears throat] my first session will still continue.
[01:11:08] Why? Because I came back to the site 30 minutes before. But if I came back to minutes before. But if I came back to the site uh after 9 after 10:20, let's the site uh after 9 after 10:20, let's say I came back to to the site at 10:25,
[01:11:21] after 35 minutes, what will happen? my first session would end and my second session would start. So when I say 30 minutes of inactivity, if I come before 30 minutes of inactivity, my first session will keep on continue like that
[01:11:33] users first session will keep on continuing. If they come back after 30 minutes, their first session would end and the second session would start. Okay, so that's one way the session gets counted. Other way is now right now I
[01:11:48] searched formantra.com. Let's say I you know I again search for Myntra but now this time I'll come through ads. Let's say I come through this ad. That means my first session will get here my first session will end
[01:12:02] because now this time I've came from another source altogether. Did you understood how does the session gets counted and you can change this default setting and you should change it. Imagine 30 minutes of time period is
[01:12:16] a very big time period you're giving for inactivity. Ideally it should be max 2 to 3 minutes even for a normal website or let's say max 5 minutes not more than or let's say max 5 minutes not more than that.
[01:12:29] traffic acquisition report. Now let me just show you other one. Uh in cohort the demo account doesn't show any data I've usually seen. Okay. So great. Now it's reflecting. Last time when I checked I couldn't see it. So basically
[01:12:44] um you know on an average it will tell you. So there's an extra thing if you would see okay average 120day value is an extra metric that they're trying to give you okay so this is more specifically towards the ad site okay so
[01:12:58] here what Google antics does is it calculates uh the sum of all the purchase subscription and some ad revenue for the first 128 day and it will tell you what is the lifetime value okay of each user from each of the
[01:13:12] channels. So this is basically gives you the LTV data lifetime value of the user. Okay. Uh would I say is it precise? No. Because I don't know how they are doing tracked it in a very different way. Okay. We usually don't refer to the
[01:13:26] cohort report. So you can ignore it. Now lead acquisition report is not applicable again for this brand because they are all into e-commerce. Hence you would see new lead, qualified lead, converted lead, all of them are zero.
[01:13:39] Okay. This user key event uh is showing some numbers because it is considering all the event. Okay. If I remove all of the event, you won't see this number as well. This is applicable when you are working for any lead generation brand.
[01:13:52] Okay. For lead generation brand, new lead would be amount of lead you have calculated. Qualified lead is out of that how many were correct read and have actually bought the product or the service. So now here we are seeing all
[01:14:07] zero number because this is a e-commerce website. So hence it is not applicable website. So hence it is not applicable for them. Okay. And non- Googlele campaign is basically if if if this brand is running any campaign apart from
[01:14:19] Google ads and they want to see the performance. So now campaign is basically ads part. Okay. So if you're running any ads okay apart from Google ads and you want to say that campaign's performance then you can see it over
[01:14:32] here. But how this campaign performance get reflected over here is guys there's think I've told you in the paid campaign session as well whenever we run ads so
[01:14:45] you would have seen this like if I click on this ad this this helps us track so when you put this UTM parameter this will track the data into GA if you if you don't put
[01:14:59] this UTM parameters you can't see your campaign performance performance in GA. Okay. So if you're running any paid campaign guys for that you have to add this UTM parameter. So so whatever you are able to see on your meta ads or
[01:15:13] Google ads dashboard that same data will get reflected on your Google antics as well. But to do that you have to create this UTM parameters. Okay great. So yeah I mean if you want to see your campaigns performance you
[01:15:26] So that all you have under the acquisition report. Now engagement report. Okay. So in engagement report guys I won't show you all the sections. you through. Overview let's ignore against the overview of all the report.
[01:15:40] What you guys have to pay attention is on two section which is pages and screen and landing page. Okay. So what I'll do I'll make a note over here that for acquisition we refer to I've shown you all the
[01:15:54] section for engagement. I will just show you the important one now like which is your wait sorry engagement
[01:16:11] [clears throat] landing page performance. Okay. Now what is this? Okay. Pages and screen is overall website pages performance. Can you see for each page it is showing you the performance. If I increase this
[01:16:24] pages performance. Again guys, same filter date range, search bar, secondary remains the same. It's just that the data changes. Here you will see performance of all your website. What do I mean by performance of all the website
[01:16:38] how many views you are getting on the page. Now views is like like again you can call this as a traffic. Okay, obviously your views would be higher than your active user. User is unique people. Views is like that person might
[01:16:50] have came to your website multiple time. Hence you'll always see your views is higher than active user. Okay. Okay. So that is what it is trying to say. Then again online active user per view. Uh what is the time that they're spending
[01:17:03] on those pages on an average? Okay. Again what kind of event like this is all event you can choose specific event. Okay. How much again how how much could see for transaction it is only showing on your checkout page because
[01:17:16] right. Hence it is showing you that on the checkout page we have got a revenue because that's the place where you majorly do the transaction part. Okay. Again you want to see how much purchase add to cardart if if I put a purchase
[01:17:29] checkout page. See this because that's where you do the checkout right so this is this will show you how your pages are performing. Now what what do you mean by spending a very less time on that particular page that means there's
[01:17:45] something wrong right? Your homepage time spent is also very less 18 second. category page is not performing. See now this storehml page hardly has some time spent. So you know that what pages you need to rectify. This report will help
[01:18:00] pages which are not performing and we then what is the difference between pages and screen and landing page? Landing page are specifically performance of those pages that you have
[01:18:12] used for your ads or for your promotion. So for your ads, for your influencer specific URLs, right? If you want to see the performance of those URLs, please check under the landing page section. So your pages and screen will give you
[01:18:26] landing page will only give you performance of those pages that you have your paid camper, influencer or affiliate.
[01:18:38] affiliate. Make sense? Again the metrics remains the same mostly if you would see it's just that here you have session count uh I've already discussed all of this
[01:18:50] metrics now for monetization guys I won't cover the monetization entire part I'll just show you one part of monetization and then I'll pause for the day okay because it will be very overwhelming uh if I rush through it now
[01:19:02] monetization as I mentioned before as well this is for your e-commerce brand this is not for Now here the major again all the reports are very important but the first one is your e-commerce purchase. Now here if
[01:19:16] you would see can you see item name? Item name is nothing but your product name. Okay. So when you see item name that means it's your product name. Okay. And it will show you performance of all your product. Okay. Now this is not just
[01:19:31] Google ads or something. This is performance of your all the products on the website. You want to know which product is performing well on which channel then you can put a filter again you can put a secondary dimension and
[01:19:43] okay this product is getting sold out from where from meta ads for Google ads from SEO you can put that filter but as I said this product performance report will help you understand all about inventory management a very big uh
[01:19:57] business decision for e-commerce brand out there okay now for example let's just see this okay I'll I'll take 2026 data let's just take a very recent fresh data let's just take a very recent fresh data
[01:20:14] what products have been performing well. Okay. Can you clearly see it's nano banana sweatshirt? Okay. But now no this is not because it is not in proper sync. So I'll just filter it from highest to lowest revenue. Okay. So ideally it is
[01:20:29] Google Osaka heavyweight T. Okay. Now obviously it is showing you how much revenue it has generated but it also shows the entire flow. For example this particular product was only viewed 347 time. There are other products which
[01:20:43] were checked out on much more time right can you see this one was checked out for can you see this one was checked out for 1,910 1,199 this nano banana sweatshirt 1,910 1,199 this nano banana sweatshirt was seen 2137 time right correct but if
[01:20:57] you would compare this and this okay this product was checked multiple time but it has add toart has suddenly dropped 282 this product was checked very less time but it has a very good add to cut so you can you have to see
[01:21:10] this analysis you have to see the entire flow of that product purchase. Right? Now again, why this has a very high revenue? It can because there's a good chance it has a better AOV, average order value as well.
[01:21:24] Right? So you have to see it on those line. Now there is one problem. Okay. In this demo account, can you see this Google unisex EOT black? Now the tracking over here. Why? Because it doesn't have any view. It doesn't have
[01:21:38] that means there's something wrong with the tracking for this particular page. Right? So this also help you understand if you're tracking data properly or not. Again when I say tracking problem code
[01:21:50] have been some issue and the brand needs to rectify it. understood okay this product has performed well overall or let's say your client would ask you that when whenever they do a 2026 planning they compare and
[01:22:06] see how what worked in 2025 right? So if your client would ask you okay let's just see how 2025 went for us. So you can just put the data of this like this see what were what were your top performing product which channel has
[01:22:19] derived now again we could see top performing product by the way the priority should be given to revenue over item purchase. So just filter it from highest to lowest uh to revenue and what are your top five products right again
[01:22:33] for this this unisex eco black is a very good performing product and if it's stacking is not get doing properly you have to for sure go and rectify it okay then if this are best performing product because now they will have to do the
[01:22:48] they would want to do an inventory management they where they would want to see okay in which city or um you know for which age, what which gender if it's keep the inventory ready. So what you can do again you can put city age,
[01:23:03] gender, platform performance and see that you know which city has got them lot of uh purchase. So you can for that city you can keep this product inventory city you can keep this product inventory ready right so you can do lot of
[01:23:15] understand okay from which platform or channel you should push this product more right so I would want to see okay from which channel this products got sold out right I hope you're able to this uni uh
[01:23:29] really well from direct it's majorly direct for them but it could be a different insight for you guys so it is not just for your marketing that okay this report would let me know that uh you know what product should I
[01:23:43] push next what should I cross-ell what should I upsell the major importance of this report is all your inventory management okay which product we should keep in stock which let's say you find out in 2025 there some product which
[01:23:55] would you do you might have to give it for free as a freebie or you'll get give have to also this is what I mean by inventory management decisions that you rely on this report to take this kind of decisions
[01:24:19] I'm trying to say. Lot of business decisions comes from here. Okay. Then pause. Now there's something called as purchase journey and checkout journey report guys. Here it will show you the overall journey of your website. But it
[01:24:33] is breakdown in very different view. Can you see this? There's a table. So this can see such kind of journey for other filters like city, language, browser. Right? Now for example the default one was device. Okay. Can you see over here?
[01:24:48] Now what this is trying to indicate. Okay. Like how many people came to the website. Okay. Then out of them you can just do a comparison if you would want to over here. How let me add a comparison.
[01:25:12] and web and you can see you're getting from mobile how much you're getting from web and ideally
[01:25:25] which is performing well for you guys. Okay. Now what it is trying to tell you is that can you see mobile has got a lot of sessions start like there are many people who are coming from mobile compared to desktop but when it comes to
[01:25:38] checking out some product the there was a sudden drop in mobile but in desktop it was very better. So for session start yes mobile is good but when is when it comes to spending some time doing add to cart checkout or purchase desktop has
[01:25:52] performed better than mobile right so session at for for start mobile was doing all good later on desk it was a U-turn and desktop has performed well in in the last last year so it's a very
[01:26:04] good insight that you have to keep spending more on desktop because desktop is giving you the highest amount of purchase and revenue out there right similarly you can see for ity, language and other filters. You you have to see
[01:26:17] and other filters. You you have to see the entire journey. called as checkout journey report. Now what is the difference between purchase journey and check out journey like in this report after like add to cart.
[01:26:30] this report after like add to cart. Okay. Let me just uh turn off the toggle. I don't want to see the comparison.
[01:26:44] Right? But here if you would see it's only what uh yeah session start view product then you went to add to cart then you did check out and purchase but checkout and purchase as well that is not covered here. So to see that where
[01:26:57] checkout and purchase as well there are multiple step the user would do. So that journey report. In the checkout journey report it will show you more in-depth steps from checkout. So can you see after check out there are two more steps
[01:27:10] address if you know and then you give you purchase. So this will tell you where did the dropped happen. So can you shipping and payment and again after payment and purchase there's a very big
[01:27:24] drop. So it was all good between bin checkout and ad shipping. After that the that's the time where m major people think to go back and think again right.
[01:27:40] the starting lead was from mobile mobile was leading but since you came from add desktop. So it's an insight that you're giving to your client that okay we should give equal importance to desktop as well for this brand especially. So I
[01:27:53] think we stopped at um purchase journey and checkout purchase journey and checkout journey the difference between both. Uh purchase But check out journey covers the middle part that happens between the checkout
[01:28:08] and the purchase which is shipping and payment. Again you can see this flow for uh multiple things like browser, gender, age, language, city, region, country. You can compare as well as I've told you there's a compare toggle over here. Now
[01:28:23] um in [snorts] the promotion tabs okay if if the brand has done some specific promotion okay you can see you can kind of track uh how did that promotion worked for you so there's a separate section given for that and lastly like
[01:28:38] in transaction as well we don't ideally refer to the proh promotion and the transaction uh section because anyways a promotion is part of a campaign so we get get that in the acquisition report okay um again transaction is more with
[01:28:52] respect to the ids okay people who have purchased and we we can track some of the ids so you can see performance for that as well but again as I said not not monetization one the important one is our e-commerce purchase purchase journey
[01:29:06] and checkout journey okay then you have this retention report now as I mentioned retention is like um you know the time that the user has spent on your site or app and um like how many of them are returning each
[01:29:21] Okay. And what is their LTV? What is their lifetime transaction value? Okay. able to retain the client. Okay. This is what we mean. Now, um in this retention report, guys, ideally one thing like see now the tracking I can't I can't comment
[01:29:38] that the tracking is proper because I haven't set up this uh demo account. But um one thing that your client would be very interested to check is this average lifetime transaction value of that consumer okay so they want to know that
[01:29:53] okay once the consumer came on board uh how many of them were new how many of them were retain uh returning users so like out of like 30 37k new users there are like around 8.9k uh returning user as well returning user as I mentioned
[01:30:08] the one who have [snorts] previously visited your site and the second thing the client would be very much interested is to know their average uh 120day value 120day value as in like in the last 120 day since a customer came on board how
[01:30:21] day since a customer came on board how much um what is their what is their lifetime transactional value. Okay. So again that that is something that they get tracked but uh from brand to brand it differs. Okay. [snorts] Uh the last
[01:30:35] report is the user report. Now user report uh as I mentioned yesterday as well user report is all about demographic and tech. Okay. So your client has any question with respect to what demog any question related to
[01:30:48] demographic or geography you have to refer to this section of demographic details. Okay. Again [snorts] if you go over here you you can get the data from country, region, city, language, age, gender, interest. Okay. When I say
[01:31:02] interest basically uh the audience have what kind of interest? Okay. So uh you know um like if you're doing any met running any meta ads or you're running any Google ads and there also you need to input some targeting interest
[01:31:16] So you here you understand that okay what kind of interest your audience has and how are they converting so you can know what are your pop top performing audience with the section. Obviously apart from that you have gender, age,
[01:31:29] language and all and then this audience section is something that Okay, this is more with respect to what kind of interactions they uh they have done. So I've told you uh yesterday as well that this audience like all user,
[01:31:43] non-purchaser, recently active user, engage user, user in San Francisco, this is all customized. Okay, you can customize this audiences based on their interaction and you can track how are they performing. So this is not the
[01:31:56] default one. The default one are under the demographic detail. These are customized from brand to brand. Okay. So some [snorts] brand like this brand uh merchandise store want to track how what how the users of San Francisco are
[01:32:08] how the users of San Francisco are performing um 7day what churning users 28 day top spender. So they have customized this. This is not something the analytics will create for you. Okay. And the last one is a tech report where
[01:32:21] as any question related to tech. Okay. Like um So you can see what which is a browser which is performing well for your brand. Okay. Ideally it is usually Chrome the OG. Okay. There's no other apart from
[01:32:37] Chrome. You can see device category like you know which device is performing well. You can see model as well. So you want to know okay what kind of people are purchasing from my website like what kind of phone they use. So if you could
[01:32:49] see okay by the way just one thing wherever you see this not set on your analytic that means um uh G is not able to track it. I think I said this yesterday as well this people might be using VPN or incognito and it's
[01:33:02] difficult to track the data. So so that is something that goes into notet but some tracking problem from your end as well. I'm not saying it's always the user but it could also be that you haven't set your tracking properly and
[01:33:15] because of which you're not able to capture the data. [snorts] So but yeah apart from that you can see like you know there are different phone models right like people are using what kind of phone you can like if I just scroll to
[01:33:28] other side you can see how much revenue you are able to generate from those um particular devices. So if I see like for last year
[01:33:44] Jan to December which was the phone I think it's iPhone only but yeah so apart from not set is iPhone then pixel 9 pixel 7 pixel 9 pro XL so performing well so you can just target specifically those desire uh device you
[01:34:01] want to have some platform idea if if you're doing some uh promotion on some uh uh how should I say like now because it's only set up for web it will just show you web uh you can see for what operating system your website is
[01:34:13] performing well again so this details are also there is what I'm trying to say and this is how you summarize the entire report section under Google analytics okay so just to give you a summary in real time we see the real-time data of
[01:34:27] last five and last 30 minutes we usually don't see this very frequently only on special occasion we try to check this report. Acquisition [snorts] report will answer if you have any question with respect to platform, channel or campaign
[01:34:39] performance. Engagement will help you answer if you have any question with Monetization will help you answer if you have any question with respect to the user journey or the product performance. Retention will help you answer how much
[01:34:53] coming back to your site, how much you're able to retain. In user there are you all demographic and geographic level data and then in tech you get all tech
[01:35:05] related data. Okay. Now uh the next part guys uh is the something called as key metrics. I think we have already discussed key metrics in our uh paid campaign session as well. But because it's also part of
[01:35:19] as well. But because it's also part of your uh analytics session, we'll take a how should I say a quick walk through. Okay. Uh of because again you will be able to brush up your u skills again with respect to metrics. Um this is more
[01:35:34] of like a refresher. We have discussed all of this. If you refer to my paid this there. But let's just go through it once again. Uh because this is again helpful for analytics. So um yeah what
[01:35:48] are different kind of KPIs guys? There are four types that we divide it into. You have quantitative, qualitative, lagging and leading. Okay. Again quantitative will give you um data as a number. Qualitative will represent um
[01:36:04] the textual forms of data. Lagging indicator is more of like you're past one. And then leading indicator is it will help you do the forecasting the future trends. Okay. So ideally your metrics are divided into this four
[01:36:17] types. Okay. Again you don't have to mug up all of this. So guys chill out on interview will ask you tell me quantitative, qualitative, lagging, terminologies that you might hear and you can refresh again with it. Like
[01:36:31] digital marketing is not about mugging up things. Okay. So just understand the up things. Okay. So just understand the concept that's enough. Okay. Now um concept that's enough. Okay. Now um with respect to you know do all this um
[01:36:44] uh sorry with respect to all of this KPIs um we further divide into multiple indicators okay so you have input indicators output indicators process and there are others as well which is
[01:36:58] practical actionable and financial okay now again what each one of those would mean your input indicator is you are trying to just analyze whatever available numbers that you have a a
[01:37:10] available resources that you have. Okay. Your output indicator is which will indicate the final result of your entire process. Right? Your process indicator is you're trying to uh show some effectiveness within the process. Your
[01:37:22] directional indicator is more with respect to um the performance of your like overall organization in general. And then you have something called as practical indicator, actionable indicators and financial indicators.
[01:37:34] like your challenge in the existing process. Actionable is more with respect process. Actionable is more with respect to uh how you can again check the future actions or the ability of overall of your organization. And lastly, your
[01:37:48] financial indicators are like how sustainable your company can be or your brand can be. Okay. Now, there are different kind of KPIs and we I think I've discussed all of this with you guys. Okay. we have um kind of dis
[01:38:03] we have went through this in the past as well. Okay. So return on asset is more of like return on ad spend. You remember we discussed revenue divided by ad spense. Right now and return on asset can also be revenue divided by the
[01:38:17] amount of money of put on your brand overall. Right? Lead conversion we have the past. Lead conversion is like how much leads you had able to generate and out of that how much you were able to convert. Right? Customer retention rate
[01:38:31] how for how much time you're able to retain them. Okay. Employee turnover rate is more with respect to how much business you're getting from your business you're getting from your employee. Okay. Um now
[01:38:44] you have customer lifetime value. I've already spoke once let's say if if I am a Myntra customer would track how much revenue I'm trying to bring on the table since the the since the first day I've bought product from Myntra till date.
[01:38:56] acquisition. Now these are two different thing. Cost per lead is how much you have paid to get details of the consumer. That is cost per lead. Like just if I share my detail, my name number and email id. So how much a brand
[01:39:10] has paid to get this detail of mine. Cost per acquisition is how much a brand has spent to acquire me as a consumer. So one is cost per lead is like just getting the detail of the consumer. Cost per acquisition is like it's acquired. I
[01:39:22] conversion how much they have paid, right? So I think we have discussed this right? So I think we have discussed this in the past as well. Um now again in the past as well. Um now again when we talk about your metrics um some
[01:39:35] measured to understand how effective your business would function. Okay and again these are some things that the brand usually check how much views you have got what is the engagement lead sales how much business you could get
[01:39:49] what are you able to achieve the goals or not some there are some vanity metrics as well uh what has helped with process development what how your product performance has been doing so now then what is the difference between
[01:40:01] like KPIs and metrics okay so people tend to get very confused that what is tend to get very confused that what is KPI and what is metrics okay uh KPIs are with respect ect to some specific timeline. Okay. So this are metrics.
[01:40:14] Okay. So all metrics are KPIs at the end of the day is what I would say. So when we say KPIs with the name is key performance indicator. Okay. Like we just key performance indicator means that you're just taking few important
[01:40:28] metrics. Okay. So there are multiple metrics out there in the market. Okay. When I say KPI, KPI is only those metrics which shows exact impact on your business. Okay. So these are metrics only but with which are with a very
[01:40:41] specific timeline. Okay, they are very actionoriented, right? For example, metrics is impression, uh reach, cost per click, click, cost per lead. But what is a KPI? My KPI is cost per lead because that is
[01:40:55] showing an action for my business, right? So the the full form of KPI is key performance indicator. So your key again this KPI thing varies from brand again this KPI thing varies from brand to brand. Okay. Now with KPI you can
[01:41:07] kind of pro uh you know track the progress towards your key business goal. As I mentioned it will help you to do lot of strategic decision making. It is departments and it has a very high level of perspective. When I take off talk
[01:41:21] about metrics again um there are kind of unit of manage measurement how we are measuring session is a metric uh revenue was also a metric. Okay. But was also a metric. Okay. But so okay uh how should I say metrics is
[01:41:37] more of like uh different things that you're trying to measure. From those metric there are some KPIs as well. Okay. Now again metrics will help you to drive some measurement. Uh it it shows the performance of um you know overall
[01:41:51] process of your business. Okay. So when I say overall process it start from your revenue as well. Okay. Again it will give you a context with respect to your business activity kind of relevant to some specific department to department
[01:42:04] perspective because again people get confused when you show all the metrics showing you all the metrics you get confused that okay what should one check but KPIs as I said is very businessoriented very specific right so
[01:42:19] that's how you can dis divide between KPIs and metrics um again like for example over here If if you're talking about sales growth, okay, uh what one
[01:42:32] would check um when it comes to KPI versus metrics. Okay. So your KPI is more with respect to if you would see we would see that you know how much u revenue we were able to generate, right? Uh how much we were able to grow our
[01:42:47] business. But in metric you will see the ratio, you will see the bifocations out there, right? So metric will try to divide your data in in a in a in a very diff like starting from the users or the uh product till till the end of the
[01:42:59] straightforward is what I'm trying to say over here. Okay. Now um see when it comes to measuring your KPIs uh there are some procedure
[01:43:11] that one would take okay and now this is very businessto business oriented okay very businessto business oriented okay uh starting with uh you should know for your brand what do you mean by success like you have to define your success
[01:43:24] success could be their return on ad spend for some of them it can be profit of ad spend for some of them it could be lead some of them it could be quality brand. Okay, they have to define what is their success. Okay, how do they define
[01:43:41] use an accessible and transparent system. Whereas a system is like platform platform where you can see this number. Okay, then you have to share the updates with your team and stakeholders. Okay, you have to report your KPIs to
[01:43:56] your teams as well. And then you have to try to improve the performance based on we measure the KPI. First we have to define okay what what what metric or what is the KPI for our business success. Okay. How would we measure it?
[01:44:12] Then you have to also discuss this with your share sh uh stakeholders and your team member. Okay. Then once you get this clarity you can start reporting that KPI like seeing seeing that numbers and then ideally obviously not if I just
[01:44:27] idally right. I have to make sure that it is the performance is improving. I have to increase the row as well, right? Um there are some techniques that the brand again use uh to uh measure the business metric. They prioritize their
[01:44:41] objective. They rewrite their objective because see what you planned on first day won't remain the same in in the in next few months or next next few years. People do a lot of pivoting. Okay. So when at first whatever object you are
[01:44:54] pivots that we do and this is not just with respect to business this is also with respect to marketing. The first day I started my campaign, it won't remain this remain the same till last year because then what are you testing with?
[01:45:07] Okay. So you have to do a lot of pivots based on things what work doesn't works right. So you have to rewrite your objective. You have to set a benchmark should know okay for my business this is my benchmark otherwise how would you
[01:45:21] achieve anything right? So now how do you put a benchmark? You have to see the industry standard. Okay. You can't say that okay if uh um if a clothing brand that okay if uh um if a clothing brand is getting a profitability of 20%, uh my
[01:45:34] electronic brand should also get a profitability of 20%. No, not possible. Industry to industry the benchmark varies. So you have to do the right industry benchmark. You can't compare clothing business to a tech business,
[01:45:46] right? You can't compare B2B to B2C. So you have to find what is your benchmark. What is your benchmark business metric? Okay. Again use some action for your learning indicators and then keep measuring your plan. That's how u
[01:45:59] business try to measure their metrics. Now guys there are many tools as I said where you can track all the KPIs. The one that we have already checked is Google Analytics. Okay there are brands who use this tool called as Salesforce
[01:46:13] market. Uh it will help you to create a dashboard of each employee as well as the entire company. Okay. So it's very popular solution for KPI tracking. It dashboard for every each each of your employees and the business in whole as
[01:46:28] have heard about this tool called a Salesforce. Then uh there are other tools as well like there's something called a score. Um again uh it will help called a score. Um again uh it will help you see overall um you know aspects of
[01:46:42] the business on on like one single dashboard. See guys Google Analytics is mandatory. I would say this is like how should I say uh say that okay instead of Google Analytics I'll do something else. This
[01:46:56] is like your OG. Okay. The remaining one you can choose any one or two out of this. You don't see as a business you shouldn't use all the tools in the market because trust me it's very confusing. Okay. What you can do as a
[01:47:09] business is at the start you can try using all the tool and then stick to those tool which works well for you. Okay, for example, when AI got introduced, I used all the AI tools. I've used Chart GPT, Purpexity, Cloud,
[01:47:22] I've used Chart GPT, Purpexity, Cloud, uh, Gemini, Notebook, LLM. You tell me uh, and I'll name it. When I was using all of this, I understood which one is helping me with what kind of answers. Okay? And then I just stick
[01:47:35] to one or two tool because see it looks very fancy that I'm using this tool, that tool, but it takes lot of time. It drains a lot of energy as well. try attempting by yourself. uh if you tell me that okay ma'am I'm I'm using all the
[01:47:49] add tools in the market charge cloud whatever you could think of it will drain your energy it will make work more confusing so at start you can check out all the tools but later on you have to stick to one or two you can't sit on
[01:48:03] just testing out on all the tools it it will drain your time it will drain your energy okay so it is it like in in in business or in marketing u uh this ter I mean you know more the marrier doesn't work. Okay, you first check out all the
[01:48:18] choose to pick pick the right one for your brand. That's it. Okay, so if you think more the marrier would work, no, I'm not saying you shouldn't test out. First test out and then stick to one or two. Don't keep on working on all the
[01:48:31] tools till till your lifetime it doesn't make any difference. The at the end of the day every tool is the same. The function is also kind of the same. It's tools, some might answer in different way. But if you can use one tool, you
[01:48:45] well. It is not a big brainer. All of them have kind of replicated in many Salesforce, you can use Cororo as well is what I'm trying to say. Then there's one more tool called as data pine. Again in businesses many brands use this. Uh
[01:48:59] it is again a very advanced analytical uh tool. It has a very great interactive dashboard. Again you can find out new relationship and you can kind of get the fancier tools. Okay. So hence I said if you are using Google analytics and if
[01:49:13] that is enough you don't have to use data pine or you don't have to use init soft like you can't have to use all of this. I'm just showing you what are the options which are there in the market. You as a business have to go and find
[01:49:25] out the right one for yourself. Okay. So there's something called as in it soft as well. Again you can you can list down the names you'll get the PPD and you can try to check out by yourself uh and you can figure out which one works. The OG
[01:49:37] is your analytic and salesforce. These are some options which are there in the market but for me I've I've always for me analytics and salforce has worked well. Okay work well as in those are OGs and I've been using the them for the
[01:49:50] soft again the same thing it will help you to create all those visualization dashboard and all. Tableau is very great. Okay. Tableau is something try learning this. Okay. Um so what what in Tableau what what we can do is we can
[01:50:05] also connect our analytics to Tableau. Okay. So you can connect your analytics to your Tableau and it will automatically refresh data from you're using any other web app you can
[01:50:18] Tableau is a great platform one can try out. Okay. Uh simple KPI again same like in it soft create some dashboards and all there's something called as smart sheet again here you can create some visual status of project summary report
[01:50:32] goals deadline again you can. Now if you don't want to use this you can use your is all with respect to how well report you can create customization, as target dashboard again does the same thing. So there are many in the market.
[01:50:46] There's something called as I dashboard which is there in the market. There's which is there in the market. There's this um uh you know uh app called as handy KPI. Okay. Now this is like a mobile app and it will control your
[01:50:58] business KPIs and it will um um you know it will it will majorly focus on some have to refer to the desktop. The only difference between this is you can friendly kind of an app that they have created. Okay. Because what happens
[01:51:13] whenever we want to see numbers personally me as well I'm I find it very difficult to check it on my phone. Like if you'll ask me that ma'am can you open your analytics on your phone and tell me the number trust me I can't do that. I'm
[01:51:25] not used to only I mean whatever dashboards I use I'm used to using it on my laptop or big screen. I don't know how to navigate on phone. and I don't someone who's very busy moving around
[01:51:38] this, use handy KPI. It is very mobile friendly is what I would say. Your friendly. Trust me, the way the experience that you get on your laptop phone, it is very I don't it's very annoying as well for me like I can't
[01:51:53] function. I can't I can't I can't even spend like few minutes if I if I'm spend like few minutes if I if I'm opening that link on my mobile. Okay. And then there's something called as clipfolio. So again um it is a
[01:52:05] cloud-based app. Uh here you can show share some realtime business dashboards. Again web browser monitor mobile device can be can be used for all but as I mentioned clearly even if you use like one or two in all of this the most
[01:52:18] important was your analytics Salesforce and Tableau. Okay. And then handy KPI in case if you're someone who's very busy person can't open your laptop and on the go you want to see some numbers. Okay. There are some tools for metric tracking
[01:52:32] There are some tools for metric tracking as well. Um so again similar to Google Analytics there's this tool called as stat counter but uh it it will show you numbers in a very simpler format. Okay but again guys the OG is OG I would say.
[01:52:45] but again guys the OG is OG I would say. I've I've checked all of the tools. Um I personally prefer analytics. This is a very good tool that I like. There's something called as crazy egg. Okay. U so now this tool and similar like this
[01:52:58] something called as Microsoft clarity. Okay. So you can check Microsoft clarity as well. There's something called as mix panel as well. Okay. Now what this tool does is you have to give a website URL to them. And heat map it will record
[01:53:15] your website activity. So it will tell you um like it is it will kind of website. So can you see this yellow dots, blue dots and all? This will show you like where's where your user is spending a lot of time on your page.
[01:53:28] most? What is the section that they're ignoring? So this heat map is nothing but it is trying to show you where they're spending time on your page like they like if you see a lot of interaction on the banner it will show
[01:53:41] you in properly in blue and yellow, right? So I personally like such kind of tool because you understand uh what exactly is happening on your site. Now egg. There are other alternatives also in the market called as Microsoft
[01:53:56] clarity and mix panel. Okay. Uh I was just trying to because uh
[01:54:12] actually I'm still uh so I have my business page but one second. um log into my back end of my website. Probably in the next lecture I'll show
[01:54:25] you this clarity part. Again, this is like your crazy egg only. Uh very easy. You just have to So what happens the the way you have crazy egg the similar way you have micros Microsoft clarity. I prefer Microsoft clarity. So what you
[01:54:37] business detail and they give you a code to place on your website. Okay. So they will give you a code like now my website is a WordPress website. Okay. So
[01:54:49] they have Okay. Let's just do it right now. I'll do this in front of you guys. Give me 2 minutes. I'll log to my WordPress account. So it's it's created on WordPress by the way. And what I'll do I'll try to do this in
[01:55:04] front of you guys only. So it's like your crazy egg. It's just that I'm using another tool for this but the same use case. Okay. So here they will give me a code and I have to set this up. So okay by
[01:55:19] the way for obviously this so it depends on what you have created your website. Okay. But you have to install the code. Okay. So it completely depends on um platform to platform. People use mult different platforms. Okay. So for my
[01:55:32] website because it's created on WordPress, I'll I have I've logged in to do. So they they're asking me to install one plug-in called as uh Microsoft clarity. What is the plug-in guys? Uh on WordPress plugins functions
[01:55:45] like an app. It's like imagine WordPress account is a phone and plugins are like different things you have to install plugins for that. Okay. So you can call plug-in as an app. Okay. So here I have an option to install this plug-in. I'll
[01:56:00] go over here. I'll search for the plug-in that I want. So I want Microsoft plug-in that I want. So I want Microsoft clarity. My website is pretty new. So we might not see lot of uh
[01:56:19] issue if it doesn't show up right now then we if it doesn't show up right now then we can try out later as well I think not sure why but it is not popping up
[01:56:33] popping up okay let me try again let me try doing okay let me try again let me try doing add plugin
[01:56:54] Yep. So, here we are. We'll install this plugin.
[01:57:07] activate. Okay. So you can refer to this.
[01:57:27] for my own website. So I just selected my website name. Okay. And then I can my website name. Okay. And then I can say get started.
[01:57:39] sure how many heat maps you'll be able to see. But
[01:57:52] showing any number ideally because it's a pretty new website like we have hardly created like few days back for this okay so right now it won't show me all the data but in future okay it will show you data like this it will um you know it
[01:58:07] installed you don't have to put it you just have to give your website URL and the code automatically gets put put it on your website. So if you see we don't have to give any code as such. Okay, I have already given my website details
[01:58:19] performance. Now the problem is because the tool is only set up today. What we can do by next week we can come back and see if we see any performance over here. Okay. And also second thing the because my website is pretty new uh and it has
[01:58:33] less traction hence it will take some time to collect the data as well. Okay. But probably in the right now I can try go and do something. We have discussed heat map. Heat map we'll come back and we'll see uh later
[01:58:49] again. Let me I mean um you know once we see some data for my page well I mean because it's just set up today uh we won't see enough data and obviously this traffic as well because it's a B2B uh business. um you know the traffic is not
[01:59:04] that huge but yeah we can see later on just remind me next week to go through just remind me next week to go through this once okay uh and yeah I think that just showing one user anyways okay
[01:59:18] that just showing one user anyways okay we will uh keep this the way it is now let's uh go to the next part which is yeah we stopped at crazy egg now Twitter analytics okay so Twitter analytics is
[01:59:31] account and if you're running any ads in general or if your brand who's posting there it also has an analytical tool where it will tell you you know the kind responding what kind of engagement you're getting it's like your Instagram
[01:59:46] analytics only okay uh again on Facebook also we see something called as Facebook page insight where you see how your page is performing um I like a basic idea on the kind of likes you have got how many people your post was able to reach out
[02:00:01] you what is your engagement? So again it's a free these are all how should I say free platforms which are embedded in your social platform itself right you saying okay then there's something called as web trend um so web trend will
[02:00:16] help you understand um you know what kind of content usually perform wells overall with respect to your digital marketing channels okay again uh would I say it's a great tool no I mean your analytics anyways give you this answer
[02:00:29] okay so why you want to take more load of using and other tools out there. Uh Google alert is a good tool. I think we all know about Google alert, right? So um so what Google alert would tell you is um it's it's more about you know um
[02:00:43] it will help you focus on evaluating your marketing campaigns uh results and frequency of some automated alerts okay where your brand has been mentioned um any any interaction with for your brand in general. So you you can set up Google
[02:00:58] a Google Google alert as well. Um Google alert one should one should put it out. alert one should one should put it out. So
[02:01:12] either link your website okay you can monitor in general as well. So let's say I want to create a alert. alert. Sorry,
[02:01:30] Delete it because there are many. So I'll have to use another website of my own. But I can say I want an alert for this But I can say I want an alert for this brand name of mine.
[02:01:56] time to load but it's it's a very easy setup is what I would say. uh YouTube channel you can analyze your channel performance in the YouTube analytics section again uh give you idea about your views your channel performance uh
[02:02:10] AdSense revenue as well if you are allowing um you know to run ads on your channel hot jar again it's about the same thing I mentioned it's like your Microsoft clarity it is like your mix panel where you can measure the
[02:02:23] performance of your landing page and blog again it will record your uh understand where exactly time has been spent on your site. So, Hot Jar is like a Microsoft clarity uh it is like your crazy egg tool only. Okay, nothing new.
[02:02:37] crazy egg tool only. Okay, nothing new. Hootsuit u it's a good tool for um competitor analysis. Okay, I like hoot suit when it comes to computer analysis as well and it is also good tool to understand how well you can do your
[02:02:49] social media marketing. Okay, so here you can track your overall social media performance. By the way, this is a paid tool. It's not a free one in see all Okay, the free version just give you an overview. Okay, so at the end of the
[02:03:02] day, you have to pay a premium price if you want to use the best feature of the pick one or two tool and buy a premium for it and use it instead of doing all the free stuff on all the 10 free tools. Even the free tool will won't allow you
[02:03:17] ask you to buy a premium or it will ask you to try it with another ID. So instead of going into all of this hassle as I I always say pick up just like few suit is overall good to check your social media performance of across the
[02:03:32] channels. Okay. So let's say your brand is on Twitter on YouTube on uh LinkedIn on Facebook on Instagram. Now if obviously all of this platform has their own analytic section but again it gets very chaotic if you have to go and check
[02:03:46] each of the platform. So you can get numbers of all of this platform in one tool which is hoot. So if you want to monitor overall your brand social media thing uh instead of going to each of the social media platform just you you can
[02:03:59] buy a subscription of Hootshot and you can track it like on one platform. Okay. And there's something called a skimetrics as well. Uh again it is more performance your website and app but as I said you already have Google antics
[02:04:11] for this. So one shouldn't buy a premium platform. Uh you one shouldn't pay for uh a platform or a tool like this. Okay. Um
[02:04:23] Um so I think we can now go back and see it's not loading. Okay. Well, I'll check this later again. tools which are there in the market. I'll reiterate for the very last time.
[02:04:39] Not necessary. You have to use all of them. For each as I said the OG's GA which will give you most of the answer. Okay. Then for social media, you can choose hootstoot. I recommend that or there are other platform like hoot suit
[02:04:51] as well like you have hubspot and all you can choose any of one. Um you should business call as Salesforce or something on those line and one you should have for your heat map to see um you know how your website has been performing. So you
[02:05:06] can either use Microsoft clarity or you can use hot jar or crazy egg. It's up to you. And then lastly if you want some handy app like this rest would you ask me that should we check all the tool? I would say no. Okay, most of the brands
[02:05:19] checked all the tools and then they stick to one or two like I've been working for the last seven years I haven't worked I mean like we usually stick to one or two tool and that tool is by default selected by your client or
[02:05:34] or by your manager in case if you have some new recommendation you can pitch hassle because you have so many things on your plate no one has a time to explore so many tools in the market
[02:05:46] Right. So I my preference has always been to use a OG one which are there in the market for a very long time who has really good reputation and I've already disclosed the name of those. Okay. Now in analytics we have discussed the
[02:05:59] report section entirely. Let's go to the next part that you should know which is the advertising section. Okay. And I told you not to close your demo account. Okay. So now in the advertising section guys
[02:06:11] uh I'll just talk about some important section that one should know. Okay, the most important one over here out of all is something called as
[02:06:23] key event attribution path. Okay, if you hover to that, can can you guys on your screen as well go to the advertising section and go to key event attribution path quickly so we all can see it together and I'll
[02:06:38] show you what exactly is that. Now, this is a very interesting report and trust me, I rely on this a lot. Okay. And this helps me a lot to convince my client on various factors. So what exactly is this report is trying to show you key event
[02:06:53] attribution path. First thing attribution path means see a user doesn't convert through one channel. At least in today's world where you have so least in today's world where you have so many option you you know you have to
[02:07:06] ideally track how did the user got converted. When I say how did the user got converted? First time from which channel they came to the site. Then second time from which channel did they came to your site and ideally from which
[02:07:18] what we call as attribution path. Attribution path would mean that you know what is the user journey. Like for example I got to know about the brand while I was googling around. Uh then I also saw their social media ad. So I
[02:07:32] email from them and lastly I got converted from some of their YouTube ad. So this is my entire path. Okay. And this is what this report would tell you that what is the users's path for conversion.
[02:07:45] Okay. So before I discuss this topmost part, let's just see this table. Okay. I'll increase the roer page for this and let's check this for last last year. let's check this for last last year. Okay. So I'll choose a date range of Jan
[02:07:58] Okay. So I'll choose a date range of Jan uh
[02:08:25] the last entire and I'll I'll just show you how to read this report. Okay.
[02:08:50] very first time. But what this channel what this report is trying to tell you is guys what is the users path. Okay. So this brand last year had generated around this this this is a revenue count. Okay. So how did they generated
[02:09:05] this revenue? Okay. What was the users journey majorly? Okay. Now if you could see the first one shows direct as 100%. So that means this much amount of revenue just came from direct.
[02:09:20] Okay. Like people directly search for the brand for the very first time and they got converted is what it is trying to say. This amount of revenue directly came from organic search like they for the
[02:09:32] first time only in one go they took the action and they bought the product. action and they bought the product. Okay. Similarly through paid search ad like the user search for something they saw an ad and on on the first
[02:09:45] interaction only they got converted. Okay. Now till here you could see only direct one organic search. Can you see here it is showing one one one that means like the person just searched directly and they they got converted
[02:09:57] they search through organic they got converted in the first time itself. Now from the fifth line you can see into two. So what does this into two means? to organic search they didn't got converted. The second time when they
[02:10:11] went they got converted. Okay. So hence you'll see two over here. two touch channel once they didn't got converted second time they got converted right similarly you'll see organic search three that means third time when they
[02:10:25] went through organic search they got converted now see this okay this one sorry I'll just scroll down a little bit if you see the 12th one this is and then organic search what is it is trying to say the user took two journey
[02:10:41] paid search so they might have googled around They saw an ad and they clicked on it and they went to the site but they didn't got converted later on through SEO they got converted right I hope you are able to understand
[02:10:55] what exactly it is trying to show so this is showing you the path okay so have got and from which path you have given you have got the highest revenue okay like you would see some longer path as
[02:11:08] well like if you see this 36 line the user came through paid search then got organic search they didn't converted and finally they again got converted through paid search only. This is something that you guys also do right. You visit a
[02:11:21] website from different channel and there would be one channel from which you'll convert. Okay. Now how do we use this report? Okay. What is the point of seeing this report? First thing you know there are many times um when your paid
[02:11:34] campaign doesn't work. When I say paid campaign doesn't work you're running running some text ads. You might be running 10 different ads and you are seeing that it's not getting conversion. Okay. And your client would
[02:11:48] come back to you saying that guys we are spending so much money but why are we not getting conversion that time this report really helps to save to get to convince them to keep on running paid ads. Okay, I'll tell you how.
[02:12:04] ads. Okay, I'll tell you how. So now if you could see you see the user got converted through organic search but how did they got to
[02:12:17] know about the brand through paid search right? So yes my paid campaign is not able to get lot of end conversion. But for lot of conversion the first interaction was paid search. So imagine if we were not running paid search, the
[02:12:31] our brand and they would have not got converted. So all this 28,995 of revenue that we have generated, it was not possible if we were not running paid search. Though the user didn't got converted to paid search, but they got
[02:12:45] to know about the brand for the very first time through your search ads. first time through your search ads. Right? I hope you understood this again here as well. You generate you earned 10,000 of revenue through paid
[02:12:57] search only ideally because that was the first interaction the person the the the consumer got to know about your brand from there right so you can find such kind of touch point to convince your client
[02:13:12] does that make sense guys so you can download this report you can download the data and show it to your client that see directly probably end convergence is see directly probably end convergence is not through my platform form
[02:13:25] uh so attribution model I think I've taught you attribution model right last taught you attribution model so in Google antics you can see like you know uh now there are only two attribution model if you remember in my paid
[02:13:39] there's datadriven last click is like um the last platform through which you got converted data driven will see your past performance overall okay so uh like this will just show you exactly that if for channel wise how much
[02:13:55] revenue gets calculated if you check it through last click and how much revenue you can see when you see the data from datadriven attribution model right for example let's just see this okay for direct it it is showing the same number
[02:14:08] from last click it shows a very high revenue 5 lakh 54,000 but when you see as per datadriven attribution model the revenue is little bit lesser because in datadriven attribution model it sees the overall credit performance of the
[02:14:23] channel. It doesn't just see that okay what when was the last time the user clicked and they converted from organic search. No, it sees the overall flow bought when it comes to awareness consideration and then purchase.
[02:14:36] attribution model and not last click. that the person who click I mean the last channel you clicked and through which you got converted that should get 100% credit. But as I said it is biased,
[02:14:49] right? you're not giving credit to awareness uh channel like other channels out there. So hence we always stick to datadriven because performance of the channels and then they'll give the credit. It usually
[02:15:02] checks all the past performance as well. Okay. Now in your analytic there's something called as explore. Now what is the use case of this explore? Okay. Now the use case of this explore? Okay. Now this one is to create your own custom
[02:15:16] dashboards. Okay. Why you have to create your own custom dashboard? As I said, you have to use analytics in and out. Okay, it is not the tool that you'll open once in a while. At least in weeks you have you might be using twice or
[02:15:28] thrice based on how uh datadriven your client is. Now why you need a custom report is because see every time why you have to go to the report section and put 10 filters and then show the data, right? See there are some standard
[02:15:42] check on weekly basis on daily basis or on monthly quarterly and yearly basis. So we do lot of reporting as well. Okay. So there are some standard daily report that you might have to send weekly
[02:15:56] that you might have to send weekly um monthly, quarterly or and lastly yearly. Right? So why you want to always go to the report section and u you know put the filters, download the data it takes time, right? So what we usually do
[02:16:11] know like you know these are some standard reports that my client would be asking anyways. So for that we create some custom reports okay so you know your client would ask you on weekly basis or monthly basis create a custom
[02:16:26] report for it for instead of always going and putting all 10 filters out there. Okay so now here there are different kind of reports okay you guys. So I'll just show you the basic one that one the one that you
[02:16:41] should know. Okay. So this is a free form report. Okay. This is something that you guys can use on a very frequent basis. Now what is the good thing? Please understand how this free form report gets created. Okay. What I'll do
[02:16:54] um this looks very confusing for you now. So I'll just remove everything so that there's no confusion. I'll keep this blank. Okay. So can you see now the report is entirely blank. Okay. First thing what is the USP of creating this
[02:17:10] custom report? The first thing is you can you can create a report as per your wish. Second thing you can put more than secondary dimension. So if you knew in primary and secondary dimension. Primary dimension is already there and we can
[02:17:24] secondary dimension. What if your client ask you to put more third filter, fourth filter and fifth filter. You can't do in the report section. There's no option the report section. There's no option only to do it. Okay. So let's say
[02:17:41] guys right now. So let's say I go to the report section. Okay. My client want to know that which channel. Okay. Let's say I'll talk about acquisition report only. Okay. My client want to know all this channel. Okay. The
[02:17:54] revenue that I' the uh the convergence that I've got from all this channel. It came from which city and which age group. Now they are asking for me to to put two filter. I can put city filter over here but is there option for me to
[02:18:07] put the age filter? No. Right. So the client want to see three dimension and is not possible to do it over here. Hence you need the custom report. Okay. In custom report you can put maximum five dimension. So you can put five
[02:18:21] dimensions. You can break down the report in five ways and then you can present your numbers. Right? So which is a good thing which is not possible over here. And trust me there are clients who want to see very in-depth data. So they
[02:18:33] you to put more than two filters for sure. Hence we don't do it over here. We created. So whenever my client want to go and see I can just open that custom
[02:18:45] report instead of wasting my time on putting filters every time. Okay. Now how to create this report? So don't worry I'll show it from everything from scratch. So there there are two section variable
[02:18:57] setting and output. Okay. This is what we call as output. So whatever changes I reflect in our output over here in the white blank space. Okay. What is variable? Okay. So in variable there are few things that you can do. First thing
[02:19:11] it is a free form report. There are other report type as well for you guys. I'll just show you one or two. Okay. So you can ignore this part. You can choose date range you want to show your number. Right? So if you let's say I just want
[02:19:25] to do this for Jan. I can just select Jan. Okay. Now before I talk about metric. We all know what is dimension, what is metric. This is dimension, this
[02:19:37] is metric. So here you have to choose what dimension you want to see on this what dimension you want to see on this uh blank screen. Okay. So I'll remove all of them to show you to how to add it from scratch. So I'll just remove all of
[02:19:49] them. I won't keep any. I'll just keep one or two. If you want I can remove that as well. Let me just remove everything. So it's completely blank. There's no dimension. There's no metrics over here.
[02:20:03] dimension. There's no metrics over here. Okay. Uh now you can add your dimension and metric of your choice over here. Okay. So let's say uh I'm your client and I'll tell you guys show me a performance of a per performance
[02:20:16] performance of a per performance breakdown of okay channel plus platform
[02:20:31] plus age and 10 other things. Okay. So your client would ask you something like this for metrics I want to see numbers like for metrics I want to see numbers like session I want to see uh revenue I want
[02:20:45] session I want to see uh revenue I want to see I don't know uh time spent something on those line okay so you your client would ask you they'll they'll ask you something like this first we'll add dimension okay so what is dimension you
[02:20:57] can either search from it so you we want channel so I'll say channel okay I want we choose source/medium I've already spoken about this right my client also want to see some city breakdown so I can
[02:21:10] search for city my client also want to see some age and gender breakdown I can select age I can select gender whatever my client would want to check so you can search from here is what I'm saying okay and you can say confirm so now it is
[02:21:24] reflecting over here right it is still blank I'll tell you why first let's add all everything over here in metrics what metrics you want you can search from here so I want sessions s right uh where
[02:21:36] here so I want sessions s right uh where is my session I want to see average is my session I want to see average session duration I want to see
[02:21:52] think purchase revenue is correct to see then we want to see some engagement whatever you want to see you want to see user count right you want to see how many users do we have so you can choose that as well
[02:22:12] user I'll say all of that okay but if you could say still not reflecting over here why because whatever things you add in variable it should be added in your setting as well okay now when setting there are lot of things okay and I'll
[02:22:25] show you one by one okay ignore the technique type technique type is like so we'll keep free form only ignore this visual visualization in this type first understand how to create a basic table. Okay. So I'll scroll down. We'll start
[02:22:39] segmenting later because that is for comparison perspective. Now can you see here they are telling you what you can add in row. Can you see it says drop dimension. Column also says drop dimension and value says drop metric. So
[02:22:52] they are clearly giving you the hint what you should add. Right? So here you add dimension. In value you should add only metrics. Right? Second, you can show, how many columns you want to show. So you can keep it to max so that you
[02:23:08] know you're not missing out on any uh column or whatever it is. Okay. Now column or whatever it is. Okay. Now first thing here in column I'll add all columns that I want. What I want I want to see my channel column, right? So I'll
[02:23:22] say channel. Then I want to see my source plus medium column. It it will reflect. Don't worry. [clears throat] Now here in the metrics let's say I want to add session
[02:23:37] right so now can you see the table got created you if you want if you don't rows as well it's up to you how you want the table to be created okay I'm not saying it should be in this way only if you want you add it in row here you add
[02:23:50] your channel okay so can you see now it is looking properly you have you is source and medium so now this is primary dimension this is secondary dimension Right? I want to add third more dimension. I can do it over here. See?
[02:24:03] So now I'm able to create I'm able to break down my data in three layers. This is not possible over here. Okay. This is what I was trying to say. Okay. I can add more if I want to. I can I can select camp as well if I want to
[02:24:17] see campaign level. So here I can say okay let me just see campaign level as well. I can put four dimension. See See now here in metrics I can choose what
[02:24:30] metrics I want to see. So I have selected session I want to see revenue. I want to see active users. I want to see engage session. Whatever metrics you want to see you can create it. So the USP is you can add many dimensions over
[02:24:44] two over here that is that is not there and you can create your own customized report. Okay. So that's how you create this table. Now one more thing you can put a filter like when you're showing this
[02:24:57] number to your client your client will get confused like guys what you're trying to show okay so whatever specific your questions your client would be your client just want to see for direct as a channel okay they don't want to see
[02:25:10] other channel performance in general so you can here you can say that different default channel group okay should contain here you write the name of the channel which is direct and you say apply so now whatever data you'll see
[02:25:23] would only be for direct and not for any other channel. See, so it's it's easy to other channel. See, so it's it's easy to show this way is what I'm trying to say. custom report. This is what we call as custom reports and it is helpful because
[02:25:37] have to create it again. You save this template and whenever your client want to see any numbers just show go over here and show it to them based on whatever date range they want. Okay. Now this segment thing is more with respect
[02:25:49] to comparison perspective. Okay. So let's say your client want to compare that um let's say they want to compare between u direct and paid as a uh traffic in general. So here you can see now this will show it in this way.
[02:26:12] they have created two section. This is for direct. So all these metrics are for for direct. So all these metrics are for directs over here. how much from direct and then this is from paid. So it's more for the comparison perspective. Okay,
[02:26:25] doesn't ask to make it so complicated but it's up to you. Okay, you can change your visualization format as well. If you don't want table and you want it like in donut chart or something you can you can do that but again you'll have to
[02:26:38] create everything from scratch over here. now. Okay. Like you'll have to here. now. Okay. Like you'll have to choose your uh let me choose your uh let me I want some channel over here.
[02:26:55] your own breakdown. Again it's it's up to you. You can you can make it in different format. You want to show it in line, you want to show in dot, you want to show uh like a bar chart. So it's up to you how you want to present it. Again
[02:27:08] this is more for presentation perspective. Okay this is something that you can use if you are using very frequently this particular custom reports. Okay there are other custom reports as well guys. So like free form
[02:27:21] uh the second most used is something called a segment overlap. Okay. Now this marketing there's a lot of overlap between multiple channels multiple platform. So when you this is this is good for to show the overlap in general.
[02:27:37] Okay, it the same filters guys. You add your dimension, you add your metric. Uh you'll see an output. So it's it's in a similar manner only. Okay, it's just that you can customize the way you want it to be.
[02:27:51] overlap report is you can show an overlap. For example, how many users are there? Like if if you would see over here like it is just trying to tell you that how many users are coming from tablet plus also they belong from one
[02:28:06] that kind of comparison if you just want to do a comparison between mobile and Can you see there's no overlap between your mobile traffic and tablet traffic in general. So you can show you can create such kind of segment and you can
[02:28:20] show an overlap over here is what I'm trying to say. So you can see that okay direct traffic and paid traffic? No, not at all. Right. But is there any overlap when it comes to mobile from both of them? So, see yes, there's a good
[02:28:35] overlap. This is a this is a overlap between user coming from direct plus mobile. This is overlap between user coming from uh mobile plus paid. So, now that that clearly means that this is from a different channel altogether. So,
[02:28:50] whenever you want to show such kind of overlaps on maps and all you can use the overlaps on maps and all you can use the segment overlap report. Okay. Then I think even if you know this much it should be fine. Funnel is more of like
[02:29:04] again guys it's the same report but the presentation is very different is what I would say. Okay this is uh this thing like I told you I've shown you this in monetization right in monetization we were seeing this purchase journey and
[02:29:16] checkout journey. So to see that journey right this is this is where we see the funnel exploration report. Okay. So now let's say we want you want to see um
[02:29:35] performance of a specific gender starting from they came to the site to to the time they got converted. So you can put the dimension of gender and see this here you'll clearly see right which gender had good amount of session start
[02:29:48] ideally which gender has given you a lot of conversion. So again it's this is this thing it's is the same thing over here. Okay. The only customization again you can do over here is you can add lot of filters to it which is not possible
[02:30:02] over here. Make sense?
[02:30:16] to use all of this even if you know. Okay guys, majorly the most used one is a free form. Okay, in free form the client can clearly understand. Rest all the three reports I mean this the the the use case the same. You have to
[02:30:28] select your dimension and metrics and segment in the variable. Okay, you drag segment in the variable. Okay, you drag it them to your setting section uh with adding all the rows, dimensions and value. They will tell you see they they
[02:30:40] where to add dimension. So it's clearly visible. You put your filter and show an output to them. Now obviously how you want to present them it's completely on your choice. You think your client is uh doesn't have much idea they get confused
[02:30:53] doesn't have much idea they get confused with table use a different format. So we will be understanding um metrics for three media which is uh paid paid media own media and earn media. Okay. So we divide our medias in three types
[02:31:08] we divide our medias in three types guys. Uh paid is something we all have been going through for a while. We'll also go through what is own media and metrics one brand would check for all the three u you know media types. Okay.
[02:31:22] [snorts] So um again paid media when I say paid media the word means that you are doing paid advertising you are running ads. Okay and for those ads you are checking the metrics. I think I have discussed
[02:31:36] all these metrics in the paid campaign sessions. Okay. I have spoken about uh what is click-through rate, impression, cost per click. I don't think I have to reiterate on this again. Right? The only thing I think I didn't spoke do do you
[02:31:50] score that I have mentioned to you in the past anyone because I'm not sure if pretty sure on the other metrics but quality score I don't recollect if I quality score I don't recollect if I have spoken to you guys on this.
[02:32:04] It looks something like this. Okay. So here on your dashboard you'll see you add your keywords and for each keyword it gives you a quality score like this. Okay. And what these are the three factors on which your quality score gets
[02:32:16] decided. Uh it's your expected CTR, it is your landing page experience and it is your ad relevance. Okay. [snorts] Now um what exactly and it doesn't give you a score for it. It will tell you whether it's average or below average or
[02:32:30] above average. Okay. So average means that you don't have to do much work. needs some correction. Above average is obviously all good. Okay. Now how do you work on this? Okay. Landing page experience is not much in your control.
[02:32:44] experience is not much in your control. I would say it like you know for landing page experience you have to ask your developer to do execute it. Okay like you can't make changes to the website. It's not even your control. But when
[02:32:57] experience is below average, that means probably the speed is not good or the you're mentioning in the ad is not reflecting on your page. It could be any out one and you have to ask your developer to correct it. Okay. Uh ad
[02:33:13] relevance is in your control. So you have to make sure that you know your ad is onto the point. It adds it talks about all the USPS. It uh you have added seen all of this when we were discussing paid search ad I'm pretty sure and then
[02:33:28] automatically your expected CTR also becomes good okay it it doesn't uh becomes good okay it it doesn't uh create much impact over there so quality score is again one of the metric which we didn't discussed but yeah rest all
[02:33:41] could see I have discussed all of them in your paid campaign session I had given an excel file as well with all the calculation for this so it's better I don't um you know go through it again so What I'll do is I'll quickly take you
[02:33:55] through earn media. Okay. So now in earn media it is more with respect to um
[02:34:08] Okay. So what exactly do we mean by earn media guys? Okay guys just give me one second. There's some issue with my screen. I believe it has stuck. Okay. Coming back to your earn media. So paid media. earn media and own media. Okay,
[02:34:24] paid media we have clearly understood it's all your ads. Okay, then you have earn media and then you have own media. Okay, earn media is all the brand attention that you have got from PR reviews and all. Okay, this is what we
[02:34:36] call as earn media. Own media is something that you guys own. Okay, your website is something that you own. Your blogs are something that you own. Your uh YouTube video is something that you own. Okay. So, ideally your medias are
[02:34:48] divided into three types and all the for all the three media you have a different discussed in the past I've just discussed about quality score for earn media when when you are getting uh you know brand visibility through some PRs
[02:35:01] through some reviews and all some of the metrics that you should check is that you know search visibility like when you do any if you get any earn media uh is it increasing your uh search engine visibility in general like are people
[02:35:16] searching more for your brand after doing this okay uh are you getting a lot of referral traffic right what is your page score. So this is more of like part page score. So this is more of like part of your um uh SEO that uh does so
[02:35:29] basically if you are getting lot of traffic on your site uh and authentic traffic, it improves your uh page domain page domain authority. Okay, it's basically a score that has been given by a tool called as mo and Google kind of
[02:35:41] trust that score a lot. So higher the uh page domain authority, better is your visibility on the search engine and better is your ranking. Okay. Again if getting increase in the organic traffic. Um is uh is it when you say when when I
[02:35:57] say that social share of voice that means that you know are people sharing uh like is is does this impacted any word of mouth are people re-sharing a lot of content for your brand or not. Okay. So always try to check this
[02:36:12] metrics whenever you're doing any earn media promotion. When I say own media own media is something that you guys own. Okay. Okay, like your company page or your uh Facebook page or your YouTube channel. Okay, now for that as well
[02:36:25] there are some metrics that you should look after uh like check the sales. Okay, see how much sales you're able to buy uh generate from your own own own media. Then you can also see your churn rate. Um you know basically it is a
[02:36:39] percentage uh which will tell you that you know at what stage your customers have stopped making any purchases from your company within like a time period. Okay. Also, you can see your cost per lead from your own media. Uh see your
[02:36:53] engagement rate with your customer. See your customer retention, how much you're able to retain them. Okay. Um then also see the conversion marketing. Conversion marketing is more with respect to how many people actually got converted from
[02:37:05] brand awareness you were able to generate. Um then obviously your customers LTV like retention and LTV is two different thing. Retention is like till what time you were able to retain them till what time they were hooked to
[02:37:19] your brand. LTV is more with respect to num revenue perspective that how much revenue you were able to generate from that particular consumer. How satisfied are they with your brand is something also you should check. Okay. So
[02:37:33] ideally paid earn and own media I would say all the three has their own importance. You can't say that okay if I just do paid media I don't have to do I'll tell you digitally when you do digital marketing um let's say there are
[02:37:48] many brands and this is one of the problem that they that they are uh facing a lot all the brands who are heavily dependent on paid media okay so now I know many startups all all the new age small business brand there are there
[02:38:01] are many who just do paid media ads now what the problem is if they stop doing paid media ads their business will drastically drop okay so they are dependent on paid media they're dependent on Google they're dependent on
[02:38:14] meta okay major of the platform now what happens because like them there are many brand other brand as well there's lot of competition you you yourself would have faced this right you you see ads of so many brands okay you have been bombarded
[02:38:28] by ads of so many brands imagine if they and there are many businesses who are just relying relying on paid ads and the major problem is okay uh because there's so much competition in the market even after running so many ads there are many
[02:38:41] business who are not doing it profitably. Okay. Now what happens they know if they stop doing it their entire business would drop. So it all it is marketing don't just be heavily dependent on one side. Okay don't just
[02:38:55] be heavily dependent on paid side by side work on your own and earn media as well. When I say work on your own media, ask uh people to talk about your brand, do some PR, do some review, ask PE, there should be some word of mouth,
[02:39:09] share about there should be a lot of social sharing about your brand. So, focus on that part as well. Okay? Apart from that do something with respect to your own media like have your have a good website. Like for example, if
[02:39:22] you're a e-commerce brand, you can't always be dependent on Amazon, Myntra product because they take a heavy commission on it, right? So the more dependent you become on such kind of platform uh that impact your business
[02:39:35] said that okay give focus you can get started with aggregator but side by side work on your website write some good blogs create some good YouTube videos so that if you do a mix of all these three you won't be dependent on one okay so if
[02:39:50] any of this doesn't perform you have other to back you up right and this is facing right now they are so much dependent on main media ads that they it's like you know they can't uh they can't stop doing it because if they stop
[02:40:05] they are doing it they are not doing it profitably because there's so much competition right so now they're understanding that you know just to quickly grow their business they have made a very huge mistake by been
[02:40:18] they are doing they're putting some efforts on PR influencer creating their website creating their blogs channel video content they're focusing on there as well while they are doing performance marketing and the next uh goal of this
[02:40:33] is that once this started picking up they can reduce their paid media spend a brand has done a mistake like this what now they are doing is they are paid media ads and slowly when they see some business coming up from earn media
[02:40:47] and own media they are decreasing their media spend on paid media. They won't decrease their time and the money that they're spending on it. they're spending on it. Make sense guys?
[02:41:07] metrics and calculating ROF for the display campaign guys. Um we all know what is display campaign. You have already learned uh what display campaigns are in your paid campaign sessions. If you remember, just to give
[02:41:20] you a brush up again, display campaigns where those um banner ads that you can see on third party websites and apps. Okay, so um I think I had shown you some
[02:41:32] Okay, so um I think I had shown you some of the example would used to look like this, right? Like this picture.
[02:41:45] So now what today we will be focusing on how do we measure the effectiveness of such kind of display campaign and what are the metric metrics that we look are the metric metrics that we look after. Okay. So starting with um okay
[02:41:58] first thing uh display campaigns as I clearly mentioned those are your visually engaging ads uh to reach out some relevant audience. we have in the paid campaign we looked what when we working on the paid campaign thing if
[02:42:11] you remember I've shown you more towards the setup side of it that how do we set up the display we never discussed you know what are the metrics we will be checking or um you know how do we optimize it so we never spoke on those
[02:42:23] sides so this is what we'll be discussing now um in display campaign guys there are three um important metrics what first is avable impression then display impression share and then product relevant on-site interest. Okay,
[02:42:37] product relevant on-site interest. Okay, variable impression is um see a ad is called vable in in with respect to display campaign is when 50% of it is shown on the screen. Okay, so what do I mean by this? Imagine if um let's take
[02:42:52] an example. Okay, let's just take this this picture. Imagine you know you are you uh visited this particular page. Okay, and when you're going through this page, you are seeing this two ads. Okay. Now this ad is called as vable
[02:43:07] impression because you have at least seen 15% of this ad. Right? This ad will also be considered as vable impression because half of the banner is visible. Okay? Now you know a display ad on this page. There will be some ads which would
[02:43:19] be shown at the bottom as well. Right? Not necessary. It's on the top. Imagine both of this ads. They are viewable impression because you are seeing 50% of it. But there would be some ads which will appear at the bottom. Okay. Now
[02:43:33] imagine you didn't scrolled and you didn't check that ad. So that ad doesn't get any varable impression. It will just get impression. Okay. So this is a difference. Impression is number of time your ad has been shown to the consumer.
[02:43:45] campaign when the user visit such kind of websites and on that website multiple brands are trying to show their ad. Okay. What is called as impression then? So in that case we consider something called as vable impression. So if a user
[02:43:59] has seen this banners okay at least 50% of such banner then this is what we call as vable impression. Now there's something called as display impression something called as display impression share okay um impression share the word
[02:44:12] impression share means guys is that uh let's say if your ad can be shown 100% of the time. Okay but due to some reason your ad has only appeared 40% or 50% times this is what you call as
[02:44:27] impression share. Okay. So, impression share the basic concept of impression share says that out of 100% that you were supposed to get okay uh to show your ad out of that how many times your ad was actually shown to a consumer.
[02:44:42] share. Now obviously there are times your ad to full potential. Okay. And there could be multiple reason behind it. Uh it could be that you don't have that kind of budget. Okay. Let's say
[02:44:55] because of budget you have a you have you have the opportunity to show your ad 100% of the time but you don't have that kind of money to spend. Second could be uh you don't have that quality ads. Okay. So now because of quality Google
[02:45:07] is not giving you that opportunity. So if you improve your quality your ad can be shown 100% of the time. Now the same concept is applicable for display impression share. is more with respect to how much percentage of the time your
[02:45:20] ad was shown to the consumer compared to your overall capability. Okay. Again, so impression, display impression share are run ads on Google ads. Okay. You will see this metrics. Now what it is trying
[02:45:36] to tell you? So I'll I'll just open one more.
[02:45:49] like you know you'll get this percentage kind of a thing when you're running ads okay on your Google ads specifically. Now obviously for whichever ad it shows your impression share is 100% that means it doesn't need any improvement. Okay
[02:46:02] but there will be few ads for which your impression share would be 50% 20% so on and so forth. Okay. What that is trying to indicate that out of 100% of the time only 20% time your ad has been shown. So 80% you still have 80% opportunity left.
[02:46:18] Okay. So that's the meaning of like uh in in case of display impression share it means the same out of 100% how much percent of time your ad was shown to the consumer. Okay. And how much scope of improvement which is like you know what
[02:46:30] is the scope of improvement that your ad still has. Okay. Then there's something called as product relevant on-site interest. Okay. Now this will kind of calculate um you know how much page views has been increased and new users
[02:46:43] with respect to filtering some you know um memberships which are leading to those pages. So it is more with respect to um the number of audience who have came to your site out of that how much people were actually interested. Okay
[02:46:55] there's something called as positive up um uh there's a spelling error over here guys but it is more with respect to the positive uphill. Then there's direct metic and there's something called as branded search demand. What exactly the
[02:47:09] all of the three metrics would mean is positive uphill is more with respect to positive uphill is more with respect to um like how positive impact your respect to the overall brand perception. Okay. Then you have something called as
[02:47:23] direct organic and paid search channel health metric. So what exactly we are trying to say is like out of all this channel what is a health metric? So when we say health metric is more with respect to um what is the engagement of
[02:47:37] the user coming from direct or organic or paid search. Okay. So better the engagement rate you know better is a health metric. Okay. Then there's something called as branded search demand. Okay. Branded search demand
[02:47:50] means that okay you're running so much display ads. Okay. Did that created any impact on increase in with your brand term. So let's say you're running so much advertisement. Are you seeing that more people are searching for your from
[02:48:04] your brand name directly? Okay. So this is what we mean by branded search demand. So whenever we do such kind of activities whenever we run uh so many advertisement one thing that a client would want to check that okay we have
[02:48:16] got to know about us. Now are they now directly going on Google and searching from our brand name instead of searching for some very vague queries. Okay. So again why all these metrics this because all these metrics are very important. We
[02:48:29] al we always discuss about okay how much conversions we have got how much results we have got. So we always talk about uh you know direct metrics but these are some indirect metrics that ideally impacts your overall brand image. Okay.
[02:48:42] So whenever you do do marketing because you're so much caught up with revenue ROI and all you tend to forget to see okay what is your viewable impression you tend to forget to see your impression share. See if you don't see
[02:48:55] would you know that what is the scope of improvement, right? Like if you don't if if you don't know what is your impression share, you won't understand how much you can leverage on that ad. So let's say your ad your one ad has an
[02:49:09] impression share of 20%. That means you still have 80% of leverage. Leverage as in you can make some improvement and make that 20% to 100%. Right? Again if you don't see what is a positive appeal or um you know what kind of engagement
[02:49:22] you're getting from different channel or what is your brand search volume increased or not after running so much paid campaigns or after running so much display campaign you won't understand the exact impact of your advertisement.
[02:49:36] Okay. So these are you know some of the metrics that one should check whenever they have free time. I would say one of the reason people tend to ignore all caught up with numbers. Everyone is very caught up with direct revenue numbers.
[02:49:50] Okay. Now um I think we have already spoke. So for viewable impression um benefit as I said it will provide a superior metric to capture the number of ads. It will help you to strategize to measure your performance. It will also
[02:50:04] shift from um you know how much impressions have been served and how much has been viewed. Okay. So impression serve means total impression that you have got but impression you as in how many people have actually seen
[02:50:17] in how many people have actually seen that ad right now again you as I said you have lot of scope of improvement when you see this metric okay you can try to improve your site load time and your ads you can do some AB testing on
[02:50:29] your on your page or with respect to your ad you know you can also try to optimize for a better viewability now there's something also called as non-viewable impression What exactly does this would mean? So it
[02:50:42] means that the ad was not shown for a specified time with at least 50% of its area visible. So basically as I said like the ads that might be on that same
[02:50:54] page at the end but you guys didn't scrolled only till that time right? So when when you go to a v a page there would be multiple ads on that page. It's just that the the ads that you have unchecked are non-vable impression ads.
[02:51:08] Okay. So now there are different factors that also are part of non-viable impressions. Scrolling before 1 second. So let's say you just land on the page. Okay. The ad is at the top but you have just scrolled down directly. So you have
[02:51:21] not even seen that ad for at least 1 second. That is also non-wable impression. Okay. Entering the slot to the view port did not occur. Again you didn't visited that particular page. Uh you are scrolling before the ad loaded.
[02:51:34] website there are a lot of ad advertisement that has been shown it takes time to load like I'll just take an example right now. So
[02:51:50] this this ad is still loading. Now let's I just scrolled that is also non-viewable impression. Why? because I have not even seen for a second right now it will get a viewable impression because I think I've spent few few
[02:52:02] seconds now on this page on this page pink villa page now this is an ad that I'm seeing so obviously it is a viewable impression but there would be some ad which would be at the down okay so let's see if there are any I believe here
[02:52:16] there might be some ad that might pop up see now imagine I didn't saw this ad no if I would have not scrolled this would be I'm this would have been a non-vable impression ad. Okay. So this is the meaning of all the three metrics. Okay.
[02:52:31] [snorts] Um now there's something called as eligible impression. Okay. Um it it is more with respect to um there are two things that makes your ad eligible impression. Okay. Uh it is uh like basically um okay let me let let me
[02:52:48] like basically um okay let me let let me try to make it easier for you guys. So let's open an Excel sheet and then try to understand it.
[02:53:08] One second. Sorry guys. ads. Okay. Okay. So there are many times when you try to um you know save
[02:53:21] particular ads. Okay. Or they they get they you can save some ads, you can save some post. So again that are more of part of the eligible impression. Okay. Now um this are as I said there's this termin terminology called as uh active
[02:53:36] termin terminology called as uh active view enable tag. Okay. And this tried to successfully communicate this to Google servers. Okay. So basically if if your enabled tag enabled it can directly communicate to the Google servers and it
[02:53:50] makes it makes it to be an eligible impression. Okay. So these are more with respect to ad units that users tend to download and they try to save it on download and they try to save it on their devices. Okay. Um now I think I've
[02:54:03] already spoke about viewable non-viewable. Let me just go through your Okay. Now measurable and non-measurable impression guys. Measurable impression it is more with respect to it can be
[02:54:17] Non-measurable is something that you can't measure. Okay. Now why why you can't measure some of the impression? Again as I said um there are times when those ads the tracking has not been done. Okay. So all this banner ads they
[02:54:30] have a tracking enabled on it. For example like if I if I click on it can you see this has a tracking enabled. if you could see UTM medium display or not. But let's say if the tracking is not enabled
[02:54:44] likely the ad has been shown and it just have a basic URL you can't measure it. Okay. So the if the trackings are enabled yes you can measure the is not enabled it's difficult to calculate the numbers. Okay. [snorts]
[02:54:58] impression share and loss impression share. Again just reiterate um impression share the formula by the way to calculate your impression share is the impression here is the impressions that you have achieved okay so I'll just
[02:55:13] write it I can't edit it but let me just write it over here so in your excel sheet just to make your life easy I'll write it over here oh sorry impression share is more with respect to
[02:55:30] received impression divided by like how much was your capability like what was your total eligible impression so
[02:55:46] to show your ads on times of India website okay so obviously you have a capacity to show your ads for 24/7 on times of India if you want that slot you calculate basically how much impressions you have received by divided
[02:56:00] by how much was your scope of achievement right so if that percent is improvement it is is what we are trying to say ideally guys you don't have to calculate any of this metrics this metrics would be there on the platform
[02:56:14] the whole reason we are discussing this metrics is if there are times when this tend to get asked in the interview okay so I'll tell you what is the most common question that uh you get to ask in the interview so if let's say you do explain
[02:56:26] that what is impression share okay like okay what how much impression I have received divide by the total eligible impression. Now imagine if you guys say that if your client to uh the the person who's taking your interview would ask
[02:56:40] you that okay right now your impression share is 60%. How would you make this share is 60%. How would you make this impression share 80% 90% or probably 95%. This is where you get stuck. Okay. So
[02:56:53] now what are the ways you can improve this impression share? First thing is to increase your budget. more the budget, more the ad that can be shown and better Let's say you have a budget but still you're not getting a good impression
[02:57:07] share. Then it is more with respect to the quality. Okay, your ad quality is poor. Because your ad quality is poor, Google is not trying to show it to your not about money, right? Probably let's say your ad is not that attractive.
[02:57:22] People have not hardly clicked on that ad then Google won't allow to show your ad, right? So either you improve your quality or your budget. Make sense? Now there are times when the client when the interviewer also go very
[02:57:36] much in depth. They might give they might show you a creative and they'll ask you that you know there's some like Google is we have budget but u you know impression share is very less. Can you tell us how we can improve? So then
[02:57:50] you'll have to give them a suggestion that how can they make the ad better. this, you can't make any improvement because this is automatically fetched. Okay? This ad guys, it is not created manually. This gets automat
[02:58:04] automatically fetched based on what product you have seen. So, before I joined the call few hours back, I was checking some home decor products. Simple make sense? So, this is something you
[02:58:17] that you manually create, the banners that you manually create. So now if that has a poor impression share you might have to rework on that particular banner is what I'm trying to say. So don't just memorize the metrics.
[02:58:32] Okay. No, no one nowadays it's anyone who can anyone can ideally no one has to memorize as well because you have knowledge available so at so many places. The interviewer would ask you how you can make this better. How can
[02:58:46] you make those metrics better? What are the actions that would you take? So always focus on optimization not it's okay if you can't even if you explain this matrix in your own term that is completely okay but make sure you know
[02:59:00] why your impression share is down how can you improve it and I've already told you both the reason behind it okay now the next point is calculing calculating your ROI I think we all know
[02:59:12] what is ROI return on investment I've been speaking on this on this particular terminology for a for a very long time okay so Again, no need to mug up the calculating it? Basically, it it will help you to understand the
[02:59:28] profitability. Okay. Uh you can do some competitive analysis with your stand and again it's kind of easy to calculate the formula to calculate your ROI. Um again you can take your net profit okay
[02:59:42] divided by how much you have invest invested. Now obviously adding time to it is very difficult. Okay. I mean you can do time comparison as well. I'm not saying you can't you can't. So cost of investment differs.
[02:59:56] Okay. Cost of investment can be money. Cost of investment can be time as well. For example guys. Okay. Right now I'm training I'm I'm giving this lecture to you all. So for me my cost of investment is not money. My cost of investment is
[03:00:10] time. Right? How much time I'm giving to you that that will be replaced here. I won't have to select money. I'll have to take. So when you do service kind of business, uh let's say you're a freelancer or
[03:00:24] you're a consultant, you guys are not putting money, right? It is more with respect to the time that you're giving until unless you're doing some marketing activity to to capture those leads. Okay, that's a different thing. But
[03:00:36] always there for some businesses money is considered as cost of investment or sometimes also considered as cost of investment is what I'm trying to say. So you take your net profit divided by how much investment you have given into 100
[03:00:49] much investment you have given into 100 because we want it into percentage. Okay. There's other way as well people take investment gain investment base like how much money did you put divided by how much gain you have got.
[03:01:02] Okay. So I believe it's easy to calculate your ROI. Um now there's something called as attributal ROI. Okay. uh it is more with respect to when a brand want to um understand you know what is their month
[03:01:18] over month sales growth okay um and this is what we call as attri attributable is what we call as attri attributable ROI so
[03:01:33] calculated guys you have to take your sales growth okay again you have to minus your average organic sales growth like what so how much sales growth you growth you have got through your marketing um activity in general like
[03:01:46] from your organic and paid both and then your marketing cost and again divide by marketing cost. This is more with respect to understand u like how should that many brands do when they want to understand month over month sales go
[03:01:59] growth. Why? Because there are many um like for real estate okay let's say or like for real estate okay let's say or uh for education or for B2B uh there are some leads that you might have generated 2 months back who are getting
[03:02:14] converted after 2 to 3 months right I mean it is not e-commerce that people just went bought and things done right in in lead generation or any any B2B or real estate or education or finance business you might have got the lead
[03:02:29] today but it convert few months back right. So to do have a better calculation on those perspective you should take attributal ROI. I hope you understood. Now how do you calculate the performance
[03:02:43] you need to evaluate the performance of your PPC campaigns because u you are paying for each click each ad. Uh if you don't evaluate the performance you won't Whenever you run any campaign or whenever you're spending money, okay,
[03:02:59] it's your marketing campaign, there will be some leakages and you have to fix that leakages so that uh you you will spend less and you'll get more business, right? The same is the whole point for evaluating the PPC campaign. Find out
[03:03:11] the leakages, fix those leakages and try to spend that exact money but get more leads or more get more business at the end of the day. Okay. Now um some of the metrics that you'll have to go through when you're evaluating conversion rate
[03:03:25] basically the number of people who came to the site how many people have actually converted okay quality score I think I've already told you this is for each keyword 0 to 10 uh higher the quality score better is the performance
[03:03:37] if the performance is better automatically in less CPC you'll get more clicks okay impression we all know what is impression now we have al also clickthrough rate An average position basically where do you rank? So if if
[03:03:51] there are 10 brands whose ad has been shown on one page where exactly your ad has been shown is it in on the top is it at the bottom. Okay. Uh other metrics I think we all know impression share I've been speaking for this for a while. CPC
[03:04:06] um how much you have spent for each click. CPA how much you have spent to acquire one customer. Cost per acquisition. Okay like I have spent 500 rupees to acquire this customer. This is what I mean. Row s return on ad spend.
[03:04:21] I've already spoke how much x of return you have received. Okay. [snorts] you have received. Okay. [snorts] Now um for different campaign uh you know you can you can calculate this ros. Okay. So let me just
[03:04:48] Okay. So the first one is nonrecurring revenue and nonservicebased sale. Okay. So what do what do we mean by nonrec recurring revenue? Okay. Uh let's say you do an MBA from one organization like you let's say you did
[03:05:03] an MBA from Acceler Jamshedpur or any other college XY Z I'm saying okay it's a onetime revenue that you have given to that education to that particular to calculate your ROI you will take your revenue minus whatever marketing spent
[03:05:19] has been. So let's say you are a college okay uh who is just giving MBA obviously it won't be a recurring uh revenue that you'll keep on getting it's from the students right the fees that they are paying so how for them your
[03:05:34] calculation of RO is very pretty simple revenue by minus how much you have spent to acquire that particular student but okay if your brand is such which will which gets keep on recurring sales now what do
[03:05:47] I mean by that a e-commerce brand Myntra let's Take an example of Myntra. You are an lifetime consumer of Myntra, right? From the day one you got like I I'm buying from Myntra since my college time. Okay. It's been it's been 7 plus 8
[03:06:02] years 8 years now. More than that I would say. So what I'm so I'm the I'm someone who's giving recurring revenue to Myntra. Right. So now how Myntra will calculate ROI for me as a consumer. Right? So what they will calculate?
[03:06:15] as in like how much revenue I have generated so far and it will they will minus the acquisition cost. So how much they have spent to acquire me. Now how much they have spent to acquire me. They have to calculate all the ads that they
[03:06:30] would say. Starting from the first ad that I've seen to Myntra to all the remarketing that they do. Did you understood both the difference? The first one was more with respect to one-time purchase brand. This is all for
[03:06:43] onetime purchase companies, right? And the second one is more with respect to which is very specific to your quick commerce and e-commerce where um the consumer keeps on buying from you, right? So for them for for you to
[03:06:56] calculate ROF for such kind of brand, you have to take how much total revenue you have generated from that so and so consumer minus how much you have spent to acquire that so and so consumer starting from day one till date. It is
[03:07:08] not that one time you show the ad and it's done. They send you email, they do remarketing to you, they do even if you are a converted customer. Okay, even I'm a converted customer for Myntra. My Mnta still shows me so many ads,
[03:07:23] right? This VI brand for which I was they were showing that remarketing ad to me. I'm already a consumer of varially. Okay, like I have bought lot of products from them. They don't even if they don't do remarketing that's fine. But for
[03:07:36] perspective. They have to take they have to see how much product I brought I've know this brand for the last two years. So till date how much let's say I might have bought a product total I might have
[03:07:50] So they have to take that number minus ads to me. So now again they would know that calculation and that that's can that can let them know what is the ROI of from me as a consumer.
[03:08:04] Okay. Now let's understand there are some tools in the market u uh which you guys can use. Okay. Uh there's something called as ruler analytic again it you can identify what was the source of your lead. Google analytics we all know what
[03:08:18] also tool called as schismetrics. Schmetrix is good because it will tell you how much page how what what are the pages the one one has seen what was have spent. Again by the way the recommend one is Google ads because it
[03:08:32] is free rest all are paid one. Okay, they will ask you to upgrade the platform one or the like they will keep on upgrading they might charge premium as well. So what Google Analytics done ideally all these tools do the same
[03:08:44] thing it's just that Google Analytics is free these tools are also free but for insight the way Google would provide okay and um I think whenever you want to um track end to end ROI guys make sure you
[03:09:01] track end to end ROI guys make sure you start checking from starting from uh you getting which are unique like who have not visited before Right? How much traffic you're getting from each channel? What is your cost per lead?
[03:09:15] hope you all know now the difference between lead and acquisition. Lead is uh detail. Acquisition is that person who gave the detail has now been converted, right? Customer lifetime value, the conversion rate, ROS, landing page
[03:09:31] conversion rate, ROS, landing page performance metrics, keyword average. important to track the end to end ROI. Okay. And lastly to improve the ROI for should know know what is your main metrics okay you have to as I said
[03:09:46] explore different marketing channel because no one can assure you that this do your own AB testing to find that out. Even I can't give like if a brand comes channel will perform best for me. I can give them standard channel name but I
[03:10:00] will still tell them to try out once to do them their own testing. Okay. Again experiment using test and learn approach. I have already told this right now you first test you learn and then you apply the same thing do your AB
[03:10:15] testing do some survey for some sample and check keep on checking how much you're spending and how much business you're able to get now what exactly is this sheet so you can see my screen I have opened one excel sheet okay and
[03:10:29] basically if you would see it has lot of numbers right can you see it's it's all data like there are so much data there are so many sheet with so much of data Okay. Now what exactly is this? So what happens guys is uh whenever you are
[03:10:43] working as I said like when whenever you're working on analytics whenever you're working on paid campaigns and any of that sort uh optimization plays a very important role even if there are times when you want to acquire a client
[03:10:57] as a freelancer uh they would want to see your capability that can you actually handle their account or not. Okay. Now how would they check that capability is they will send you an excel sheet like this which which has
[03:11:09] the performance of their campaign. Okay, obviously they won't reveal everything. For example, like here instead of keyword name, they'll give you this ID disclose it to you that what keywords they are using. Okay, so they'll give
[03:11:22] you an excel sheet like this and they'll tell you okay this is the data of my campaign performance. Can you give me some insights from this data and tell me what what is optimization I should do? Right? This is if you can solve this, it
[03:11:36] makes you capable that you know it will it will create an impression in front of that client that yes you can handle their brand because see when it comes to when it comes to analytics it is all
[03:11:48] number game. Okay. So if you can crunch that number if you can get some insight that client onboard and this is one of the way they check it. Okay. So I've worked with many freelancing gigs where they share what they do because they
[03:12:02] because they'll have to test out right that how capable you are to handle their will give you their campaign performance data and they'll ask you to evaluate it and tell them if you come on board with this data what are the changes that you
[03:12:16] would do which can make my campaign performance better. Okay. So I hope you understood the brief what is this Excel sheet all about. So this imagine this Excel sheet was by the way shared by one of my past uh client um and I had like
[03:12:30] this was my first client so I still have this sheet with me my first freelancing client it was so I still have the sheet with me um and not not the Indian client but this was more of like with respect to the international market okay so now
[03:12:42] I'll try to show you if you come across such kind of instances because see as I said setting up campaign is very easy anyone can do it with the help of Google they can YouTube bit they can do things like that but no one would teach you how
[03:12:54] to optimize or how to see numbers or how to make those get some insight from that number pitch it to your client that how can you make those numbers more better instances what we are trying to figure out is how now imagine they give you a
[03:13:09] sheet like this what should you do with it right so this was given for a uh sheets were given for different campaign this was for a Google search campaign rest was for display and video campaign okay by the way. Okay. Now, this is for
[03:13:24] the search campaign. I'll just rename this. I'll call this as like for search campaign is all all about keyword. So, that client gave me this keyword list. Now, obviously, as I said, they won't disclose you their keyword name. Uh so,
[03:13:39] they'll give you this in some random numbers. Okay? And they'll tell you that campaign. Now, when it comes to improvement, they'll tell you what what is improvement for them. For example, here they have told me what is their
[03:13:51] target. They for this campaign they want, you know, they want their campaign target to be the cost per acquisition. Okay, CPS cost per acquisition should be around 129. Okay, so
[03:14:04] is a benchmark. Now I have to give them an insight how can they reach this an insight how can they reach this benchmark. Okay.
[03:14:23] Okay. Now, HVH is high volume and high efficiency. Okay. Keywords. So, I'll divide my keywords into high volume, high efficiency keyword. High volume and low efficiency keywords. Sorry,
[03:14:48] low volume and high efficiency keywords. and high efficiency keywords. And then lastly, low volume and low efficiency keywords. Okay, what do I mean by this? First thing, what is
[03:15:01] mean by this? First thing, what is volume and what is efficiency?
[03:15:15] volume guys? Okay. So, if you see this table, what is volume? Okay. Volume is nothing but impression. Right? When I say volume, that means how many times my ad has been shown to the consumer. Right? Volume is equal to impression in
[03:15:27] our case. Okay? So, I'll just write it over here. In our case, volume is equal to impression. Then, what is efficiency? Efficiency is nothing but this target that my client has told CPA. What do I mean by efficiency? Efficiency as in how
[03:15:42] well with less money how I'm able to get more business. That is what we mean by efficiency. Right? I want to spend as much less money as possible and try to it. So that is what we mean by efficiency. In this case, clicks can't
[03:15:55] be an efficiency. Right? When I say efficiency, that means I want my end business, right? I want my end goal to be achieved. Right? So in our case efficiency is the cost per CPA the CPA target right so here I'll say CPA is my
[03:16:09] efficiency CPA is nothing but cost per acquisition do you guys agree with me so far yes no did you understood on what basis I'm dividing my keywords so I want to divide my keywords in four time would be which
[03:16:24] has very high volume and a high efficiency second would be which has a high volume but a very low efficiency third would be which has a low volume but so when When I say low volume, less people are searching for it, but it has
[03:16:36] a high efficiency. That means it has a very good cost per acquisition. When I say good cost per acquisition, it has a low cost per acquisition. And lastly, a which has like it has a less demand and also efficiency is bad. Now, how would I
[03:16:50] also efficiency is bad. Now, how would I do this? So, first thing is let's add some columns over here. columns over here. Okay. Now first thing first guys um I
[03:17:04] have impression over here but I don't have CPA for each keyword right first acquisition for each keyword right this is the overall campaign target like my client want to achieve this target but for each keyword if you could see
[03:17:17] there's no CPA given so first I'll have to calculate the CPA right how do I calculate a CPA what is the formula to calculate cost per acquisition guys how much you have spent so I think we have
[03:17:30] learned this in the past To calculate your CPA, you have to take your amount spent divided by how much total conversion you have received. Okay. So, can you see we can see cost over here, right? So, I'll take my cost divided by
[03:17:44] my conversion and this is my CPA. Now, in Excel sheet, for each one of them. I if I double click over here in the corner, it gets automatically the formula automatically gets dragged down to the bottom as well.
[03:17:59] Okay. So now I have for each keyword I have the volume which is impression and I have the efficiency which is CPA. It's just that now I want to def divide this them divide all these keywords into four buckets. Okay. So what I'll do to create
[03:18:13] those four buckets, I'll create four sheets over here and I'll call them sheets over here and I'll call them HVHV
[03:18:47] LV LE. Okay, I hope I'm clear. Now, how to do this? So, I'll go over here. What? So, first thing guys, see already given us the benchmark that the benchmark should be 129, right? Like for
[03:19:04] efficiency, what makes a keyword high efficient keyword? first thing. Okay. efficient keyword? first thing. Okay. So, efficiency is equal to my CPA. Now, what makes a what makes a keyword high efficiency keyword? Anyone which has CPA
[03:19:21] lower than 129, don't you think? So, my client has given a target of 129. Any keyword which has a CPA below 129, doesn't that make it a high efficiency keyword? Yes. Right. But now the problem is for my volume which is equal to
[03:19:36] I don't have any benchmark given by my told me what what do we what they what do they consider as good volume so what I'll do I'll take a median of this number okay I won't take an average okay
[03:19:53] first thing do you guys know what is the difference between average and a median guys do you know what is the difference between an average and a median.
[03:20:10] Yes. No. Okay. Right. Now, can anybody tell me in this situation like for this impression why I'm saying that I'll take a median and not an average? Can anybody tell me in what situation you should take a
[03:20:22] median and in what situation you should take an average? this not an average. Can anybody anyone tell me what is the reason why I'm
[03:20:34] choosing a median number and not an average number as a benchmark for volume are the numbers. Why I'm saying that I'll take a median and not an average
[03:20:49] guys right? So median is a middle value. Okay, I could have taken an average but the problem is the numbers are not in uh how should I say same line basically
[03:21:01] less and the numbers which are very high so if I take an average it is a unfair number that I'm trying to take but a median is like the exact middle number right I could have taken a take when when in what situation you can take an
[03:21:15] average if your numbers are like this like let's say it is it's somewhere on the same range so if it's 65 if it's 62 If it's 58, I can take a average, right? But if my number is like this, how should I take an average of this? I
[03:21:30] shouldn't, right? Median would be better for this then. Right? So now what I'll do, I'll take a median of this impression and I'll put it over here. First thing in my dock also I'll write. So thanks Ayad.
[03:21:45] So first thing my target is I have already mentioned efficiency is equal to CP is equal to high efficiency that means
[03:21:59] the client has given the target. Now high what is high volume for me? High volume should be impression. What should be impression for us? Yeah. So I'll go over here and I'll calculate my median first. I'll remove
[03:22:14] this column because it will create some ruckus. I think I've already uh if you ruckus. I think I've already uh if you want we can keep this. I've already mentioned in the doc so I'll delete it from here. I don't want
[03:22:28] any theory part in my Excel sheet. Never put some theory a lot of theory over there. Now what I'll do I'll take a median uh in Excel sheet. I can write median uh in Excel sheet. I can write the formula. I can go to this. I can so
[03:22:40] to go down you have to say control shift down and enter. Okay, this is my median number. By the way, if I take an average, what would be the number? We average, what would be the number? We can check once.
[03:22:59] can median is bit a better number to be chosen because it gives you an exact middle number for such varied number that we have. So, what is our median? Our median is 43323. Okay. So what makes a keyword high
[03:23:12] volume keyword impression higher than or equal to very important h we should never forget equal to 4 33 32
[03:23:24] 3 okay 4 3 32 33 so I've write wrote the exact number here also your CPA should exact number here also your CPA should be lower than or equal to 129 did you understood so far so what makes my keyword high efficiency which has a CPA
[03:23:40] lower than 129 or equal to 129. What makes my keyword high volume which has an impression higher than or equal to 43,323.
[03:23:53] I hope we are clear guys. Did you understood this so far? doesn't give you this target CP of 129, you can do the same thing. The way you
[03:24:07] find out a median for impression, find out an median for your CPA as well then Your middle number is your benchmark basically if your client doesn't give basically if your client doesn't give you any of this target. Okay, clear. So
[03:24:20] in our case, we had a CPA target. But there are times when your client doesn't way you have chosen a median for impression, choose a median for your CPA impression, choose a median for your CPA as well. Okay, clear guys?
[03:24:34] Okay. Now how would we divide this keyword? So let's put some now I'll do this bit quickly. First I want high volume high efficiency keyword. Okay. So for high volume high efficiency keyword what is the filter I should put? Okay.
[03:24:49] what is the filter I should put? Okay. So first high volume here I'll go at So first high volume here I'll go at impression and I'll say number filter. Okay. I want high volume right? So I'll say greater than or equal to correct. So
[03:25:02] say greater than or equal to correct. So I'll say greater than or equal to 4323. I believe that's a number 43. So what I'll say here my filter. Okay. So I'll just write it over here. Filter on Excel should be
[03:25:25] for impression is greater than or equal to greater than or equal to 43 32 3 right so I'll say 43 32 3 and I'll go back to my Excel and I'll say okay can
[03:25:39] you see my some of my keywords got hide down now after one there's directly three four Five is not there exactly six. So B basically any keyword which has an impression lesser than 43,323 those got hide out. Okay. Now I'll go
[03:25:54] efficiency. What makes my keyword high efficiency? Again number filter. Now here I won't say greater than because efficiency means a letter C lesser CPA. So I have to say less than or equal to 129. Okay I'll write down over here as
[03:26:09] 129. Okay I'll write down over here as well. and CPA lesser than or equal to 129. Okay.
[03:26:26] say this and okay. And again some keyword got hide out. Can you see? are high volume, high efficiency. So what I have to do I will
[03:26:39] what I have to do I will take this entire table say Ctrl C and I'll put it over here because I have to put other filters as well right so these are my high volume high efficiency keyword how many keywords I have
[03:26:53] keyword how many keywords I have 683 around so out of a list of 1600 something 683 are my high volume high efficiency keyword efficiency keyword impression greater than equal 2 and CPA
[03:27:06] here also it should be greater than or equal to 129. So now I want high volume equal to 129. So now I want high volume low efficiency keyword.
[03:27:19] same filter for impression. I won't change my filter because it is already correct. Okay. I want high volume. So it's already greater than equal to 43 323. I won't change this. What I have to change is here. Okay. Now I want low
[03:27:32] efficiency I've already got. So for low efficiency keyword I what I'll do I'll say number filter equal to now instead of less than I'll say greater than 129. Okay. And now this are high volume low efficiency keyword. So again I'll go
[03:27:49] efficiency keyword. So again I'll go over here. I'll copy this keyword. I'll already wrote impression greater than or equal to and CPA should also be greater than equal to 129. That makes them low efficiency keyword. Okay. Now next low
[03:28:03] volume high efficiency keyword. What are low volume high efficiency keyword? What are the filters that you would put? Impression now here should be now because we want low volume it should be lesser than or equal to 43 323 and
[03:28:18] high efficiency that means CPA should be again lesser than or equal to 129. Okay. So first low volume high efficiency.
[03:28:30] So here now I have to change both the filter. Okay. First my impression here instead of greater than it should be less than. Okay. Or equal to 43 323.
[03:28:44] less than. Okay. Or equal to 43 323. Okay. And here my CPA should be number Okay. And here my CPA should be number filter less than equal to 12 9. Okay. So we are done with this. This is my
[03:28:57] sorry low volume and low high efficiency keyword. Again I'll put this table over here. And lastly low volume low efficiency. So for low volume low efficiency the only thing I have to change is I won't change my
[03:29:12] impression because it is anyways lesser than or equal to this I want to make this low efficiency. So I'll put instead of less than I'll make this greater than or equal to 129. You should be very good within Excel to do to do this very
[03:29:25] quickly guys. That's what I was trying to say. I'll go I'll put it over here. Okay. So last thing is also done. I'll just put the theory part over here for your reference.
[03:29:39] So impression lesser than is correct. CPA should be higher than or equal to. Okay. Now what I'll do? We have got all the keywords. Now we we have to first cross check if the keyword count is correct or
[03:29:54] not. Okay. So what I'll do for each how what is my keyword count? I'll just calculate this for here. How many keywords do I have? How do I find that Here in the corner you see the number
[03:30:08] kind of called as count. So here it is 683. So I'll just write my keyword count 683. So I'll just write my keyword count for this keyword list is 683. Then for this one, how many keywords do we have? Around
[03:30:22] how many keywords do we have? Around 163. Okay. So 163. Then for LVH, how many keywords do we have?
[03:30:34] I'll tell you why I'm doing this. Give me 2 minutes. 665. So I'll write 665. And last but not the least for LVLE, what is my keyword count?
[03:30:50] check if the numbers are correct or not. 181.
[03:31:14] I calculate the total of all the four sheet it is 1692 and here my total keyword should also be 1692 so that means that we have copy pasted the correct data so you should always crossverify whatever data you you know
[03:31:27] copy paste to any other sheet so now what are my total keyword I've removed the filter by the way my total keyword is how much 1692 right here for each list I've wrote the count it is also 1692 so I've copy pasted the correct
[03:31:40] data is what I was trying to cross check. Okay. Now what do we do next? Like this is something we have just got the list. But again this is not enough. this. Now what are the other data that you should provide? Okay. So what you
[03:31:54] should tell your client is you should ideally tell your client that for each of this four list okay four list of keyword how much you're spending. Okay. So let me just write it over here.
[03:32:11] Total spend of HVHe HVHe okay
[03:32:23] total conversion of HVHE I'll tell you why calculate this and then I'll explain it to you okay to you okay spend percentage of HVH
[03:32:36] conversion percentage of HV H and last but not the percentage of HV H and last but not the least sorry I'll write this down
[03:32:53] their keyword count how much that keyword have spent in total how much conversion they have got in total what is the overall those keywords cost per conversion what is the spend percentage and what is the conversion percentage
[03:33:08] calculating this just be there with me and please pay a proper attention to why I'm doing this okay like it will take probably um at least like 5 to 10
[03:33:20] minutes but like just see first how I'm calculating this okay first I want total spend of my HV keyword so basically how much I have spent on this HB keyword what I'll do I'll quickly put a sum formula I'll go to my amount spent which
[03:33:34] formula I'll go to my amount spent which is this here enter so we have got total spend of HV H total spend uh total conversion for HVH again same I'll take conversion for HVH again same I'll take a sum I'll go to conversion column I'll
[03:33:47] a sum I'll go to conversion column I'll say enter over here okay then cost per conversion of HVE how will I calculate cost per conversion this is my total spend divided by my total conversion so see what is my cost per conversion
[03:33:59] though average cost per conversion of my HVAC keyword is only 30 my target was 129 so this is way below the target which is such a good thing right guys I
[03:34:11] hope you're understanding this so my client has given me a target of 129 as the CPA but my HP keywords are getting a CP of 30 guys so I have to show my client right that when I say that these are my high
[03:34:26] perform high volume high efficiency keyword what exactly do I mean by this conversion they are getting as per the overall target overall target did you understood this so R
[03:34:43] Okay. Now next I've also spent something called as spend percentage and conversion percentage. What do I mean by this? Okay. So here I have to tell my client that the the amount of money I'm spending on this all the keywords. Okay.
[03:34:58] How much exactly I'm only spending on HV keyword. Same the amount of conversion campaign. how much percentage of conversion we have only got from HBE uh c uh hb keyword. Now how do we calculate this? To calculate this first we want
[03:35:15] this? To calculate this first we want total campaign spend and total campaign conversion. Okay from where do we get that? From the first sheet this one which has all the campaign data, right? This is this has all the campaign data.
[03:35:29] I want the total, right? So here I'll put the sum formula again. I'll go over here. I'll take the cost of my entire campaign. Okay, I'll take the conversion campaign. Okay, I'll take the conversion of my entire campaign.
[03:35:43] of my entire campaign. So, give let me go up. So, give let me go up. Conversion is over here, So, if you would see, let me just put this I'll right now I'll keep this in
[03:35:56] rupee. Uh give me a second number easily. Hence it's better to format it. Right now I'm keeping
[03:36:09] currency of your choice or whatever uh client you're working with. Okay. Now what I'll try to what I'm trying to divi derive by this one is that out of how much percentage. So okay let me just first do this and then I'll explain it
[03:36:27] to you. Okay now see this what I'm trying to tell my client is when I calculate this is what I've done I took how much I've spent on HPH keyword I've divided by total campaign spend. So what I'm trying to tell my client is that out
[03:36:42] I'm trying to tell my client is that out of 30 38 lakh 39,658 of 30 38 lakh 39,658 we have only spent okay sorry I have taken uh wrong uh this was my campaign spend divided by this
[03:36:57] sorry so we have only out of the total campaign spend only 13% has been spent on HB keywords okay and conversion percentage if we see this is the conversion of HVHe and these are the total conversion how much percentage it
[03:37:13] so what I'm trying to tell my client is these are the keywords on which we have only spent 13% of the total spend but the amount of convergence we have got is almost half right 44% half of the total conversion
[03:37:29] so what we what we are trying to tell our client is that see we are very we performing keyword we should spend more money on This guys did you understood why I was calculating all of this? You have to
[03:37:44] tell your client as well right that actually how much we are spending. So if you see this data what it is trying to show that out of 38 lakh we are only spending five lakh on this best performing keywords and out of 37,000
[03:37:59] conversions that we have got out of that half of the conversions are from this campaign this keywords only. Did you understood this guys? Yes. No. So the whole point of doing this
[03:38:14] impact that see these are the keywords on which are performing really great for you but the problem is you're spending very less on them very less on them clear
[03:38:31] thing for each of your sheet. Okay, by the way, I'll write the formula over here again for your better understanding. So, how did I calculated cost per conversion? We know this cost divided by
[03:38:46] conversion. For this one, spend percentage I have taken spend from HVE divided by total spend. Again, conversion from HVE divided by total
[03:38:59] conversion. Okay, this we know how I've calculated. Now this one. So the way I've calculated this, I'll calculate the same for all the three sheets. Give me quickly calculate this and then we'll do a summary together. Okay. So
[03:39:16] I'll just quickly take all the numbers over here for my reference. Guys, by the way, you also try to try performing this on your end. I mean that's how you'll become good at Excel
[03:39:30] that's how you'll become good at Excel is what I would say. So You guys just observe and then we'll do a conclusion together.
[03:39:42] a conclusion together. HV this one is now HVL E. So I'm just replacing one word quickly. Total spend replacing one word quickly. Total spend of HVLE
[03:39:58] sum spend is over here. Enter. Total conversion again sum conversion is over here. What is my cost per conversion? This is my spend divided by conversion.
[03:40:10] This is my spend divided by conversion. I'll put a target was 129. This keywords are getting a CP of 631 and we have spent getting a CP of 631 and we have spent how much? 11 lakh. So basically on poor
[03:40:25] keywords we are spending lot of money but on good keywords we are hardly spending any money is what we are what these numbers are trying to show. Okay. Now imagine if you would have evaluated one one keyword it would have
[03:40:37] taken ages but with such kind of tactics you can do it in a much more quicker way you can do it in a much more quicker way is what I was trying to show. Okay. Lastly spend percentage. This is total spend divided by this. We want this in
[03:40:51] percentage. Again this is my total conversion divided by this. I'll convert this into percentage. Now what am I trying to indicate here is now see this on this keyword we are spending 30% of
[03:41:05] our total spend but only 5% of conversions we have received. So basically on best performing keyword we are spending very very less but on bad performing keyword we are spending like anything
[03:41:18] right? I hope you guys understood this Do I'm not seeing the chat. I mean it's better.
[03:41:37] Now again I'll do the same thing for this remaining two sheet very quickly. HV L E I would replace it with
[03:41:50] LV H E place all give me like 5 minutes max and I'll calculate all this and then we can discuss this together then sum of spend
[03:42:05] over here let's go up sum of conversion over here where's conversion This again cost per conversion this
[03:42:17] This again cost per conversion this divided by this spend percentage this divided by this and lastly conver cost cost per conversion sorry conversion percentage this divided by
[03:42:31] this divided by this. Okay both we want in percentage and where do we need currency sign? We need where do we need currency sign? We need currency sign on
[03:42:49] here. And lastly here. Okay. And lastly here. Okay. And the last one just quickly take this And the last one just quickly take this PO here.
[03:43:11] My keyword count is completely different. So I'll paste it over here. different. So I'll paste it over here. This is
[03:43:24] changing the naming con. Okay. Nothing fancy. fancy. Quickly was already calculated. Sum of spend.
[03:43:52] Enter. Cost per conversion.
[03:44:09] Okay. H quickly. Let's give spin cost per conversion. So I do this this two should be in percentage let's remove the decimal factor for this
[03:44:27] okay so what I've done for all the four key uh list thing I've created a keyword thing what I'll do I'll just copy paste it in one one page only so that we can
[03:44:39] evaluate it get dog I'll paste by value for this as well. I'll take this put it for this as well. I'll take this put it over here.
[03:44:57] the last one is this. I'm just putting it at one place so that we can do a very it at one place so that we can do a very better comparison for each one of them. better comparison for each one of them. Okay, let's do a formatting as well.
[03:45:09] Total spend, cost per conversion, total spend, cost per conversion. And then spend, cost per conversion. And then total spend, cost per conversion. total spend, cost per conversion. Where is the currency sign? Let's see.
[03:45:25] This should be in percentage. This should be in percentage. This should be in percentage. Okay. So I think I have done a proper formatting as well so that we all can read this numbers very easily. Now what
[03:45:40] are trying to de denote okay this entire box what this is my summary to my client okay what this summary says is that for the this entire campaign that you were running okay first problem is the keywords which are
[03:45:54] not performing well okay which is HVLE not performing well okay which is HVLE in our case and LVLE if you see for both this both of this this is basically our not so performing
[03:46:07] this is basically our not so performing one I would say Why? Because clearly for this keywords guys we have spent so much like almost more than half right we have almost 28 lakh has been out of like 38 lakh that we have spent on the entire
[03:46:22] campaign 28 lakh has been spent on non-performing keyword right and it has barely given you any conversion like 1832 2221 look at the cost per 1832 2221 look at the cost per conversion 631 752 way much higher than
[03:46:37] your target. So it has spent how much? If you see percentage wise, it has taken 73% of your total campaign spend. But the conversion percentage is nowhere close to 10 also. It's only 11% basically. Whereas the keywords which
[03:46:51] basically. Whereas the keywords which were performing well for your brand were performing well for your brand which is this and this for them we have which is this and this for them we have hardly spent how much like 13 plus 14%
[03:47:03] 27%. But the amount of conversion it has given is around what 89%. So what it is trying to indicate that to our client is that see you are spending so much money on non-performing keyword but for the one which are performing so
[03:47:17] well you're not you're not you're barely giving any money to them. were able to find? Now imagine if you were if if you were asked to check this for each keyword how much time it would have taken and how much time I took to
[03:47:31] would have done this because I was explaining as well it might have taken 10 more minutes but do you think this was a more efficient way to analyze this was a more efficient way to analyze this data guys?
[03:47:57] sleeping and I was the only one who was performing, checken all this keyword performance one by one, it would have taken ages. But if
[03:48:13] you know Excel, if you know such kind of basic logical uh you know analysis, you can do it in a much more quicker way. Now this is the insight. Okay guys, this You have to tell your client the
[03:48:26] optimization as well. Now, okay. Now, so what would be optimization? First thing guys, I'll just say this and then we'll take a break. Okay. So give me like I'll take probably more 10 minutes. I'll discuss this that what is optimized.
[03:48:38] This was just an insight. Okay. This is our insights. This is not my optimization yet. Okay, this is my insight. Now for optimization, what I'll tell my client first thing I don't have, you should never tell your client that
[03:48:50] we will pause this keyword. Okay, the most rookie mistake that most of them do one which the one the keywords which are not performing, let's pause them. Okay, your client think that you're too lazy to work on it.
[03:49:06] It's like you're giving up. Okay. So, never create that impression that okay just pause them and end the story. You can't do that. Okay. So then what would you do? Okay. So you should always answer in a way
[03:49:21] that okay for this keyword we can see how we can improve. Okay. I'll obviously First thing let's talk about the performing keywords. Okay. So first let's create a separate campaign for this performing keyword. Okay. So
[03:49:35] separate campaign for the performing keywords. Why? Because guys on Google ads at search level you can't control the budget of each keyword. Okay. The reason
[03:49:48] we are giving this, we are telling this is because
[03:50:07] budget at keyword level on Google ads. It's not possible. You can only control the budget at the campaign level. So if you you keep your campaign the same way it will it will show the same pattern for
[03:50:21] more it will give you less conversion and for the performing one it will have to do how should I say you're just sorting your you you're taking out your good apple from the bad apples okay so this campaign from this campaign you'll
[03:50:35] create a separate campaign for them okay that's your first thing second thing now even for this good performing keywords there There are some keywords for which you can't make any improvement. Why is that? So you would see an impression
[03:50:51] share column for each one of them. Right? Now if you see over here there are some keywords which has a very high impression share. Okay? So any keyword impression share. Okay? So any keyword which has a impression share of anything
[03:51:05] above 90. Okay. You can barely make any improvement for them because they have already reached their peak. Okay. All these keywords are at their peak performance. You can't make any because out of 100% half of
[03:51:19] make any because out of 100% half of like almost 95% their ad has been shown. we'll you can't spend more on this keyword is what I'm trying to say. They have already reached a limit. Okay. So you have to tell your client that apart
[03:51:32] from this keywords we will try to scale on the keywords which has not have a good impression share. So how many keywords you had over here? 665 out of keywords you had over here? 665 out of that almost 51 keyword has reached their
[03:51:45] peak. So you can only improve the remaining keyword is what I'm trying to say. Did you understood this guys? So you'll have to tell your client the next optimization that
[03:52:00] we will increase spend on those keywords increase spend on those keywords which has impression share ission share
[03:52:12] lesser than 95% because that's the only obvious thing that you can do. Make sense guys? Did you understood the logic of impression share? If the keyword has already impression of 95, what improvement you will do? It's
[03:52:27] already at the peak. So you have to tell your client about this as well. Okay, performing keyword because they anyways performing well. Okay, for the bad told you, you have to tell them that okay, we'll work on them. But when you
[03:52:42] this vague answer. It's like I am telling you guys will do this, but I'm it, right? So you have to tell them what what exactly do you mean when you say you'll work on it. Okay. When I say I'll work on it, I will work on their
[03:52:59] let me just show you what can you see this quality score. If you see all this non-performing keyword has a very bad quality score. Okay. So let's just see how much quality score like how many of the keywords have a good quality score.
[03:53:13] So good quality score is let's say any anyone anyone above five. Okay. So out anyone anyone above five. Okay. So out of 163 keywords okay for them only 42 keyword not even half 42 keywords have good quality score rest all has a
[03:53:29] very has a quality score below five. Okay. So what you have to tell your client that when when you say you'll improve this keyword you mean you will keyword. If you improve the quality score of this keyword automatically the
[03:53:43] keyword performance also improves. Okay. So for this keywords we will improve quality score of keywords
[03:53:57] below five and still after doing that if the if this keyword performance doesn't improve then you have to pause it. When you say you'll improve the quality score you will check three factors. You you will
[03:54:09] check the landing page experience. You will check the ad relevance. client. You have to first give the insight and after giving that insight you have to tell them what optimization would you do. This shows your capability
[03:54:25] is also shows the capability but optimization is what you get paid for. if you give such kind of insight that's when they come on board. This is what we call as optimization. This was just like verbal optimization.
[03:54:40] Obviously when apply it's a different ball game altogether. So we have so I hope you understood how to do this raw data sheet. Now um guys your client would also share you some data with respect to the targetings that
[03:54:56] you have done. So all this sheet that you could see demographic demise demographic gender demographic geo display website analysis display want you guys to brainstorm. So I'll give you this as an activity. Okay. Uh
[03:55:10] you try it out and you tell me what would you do for this. Okay, I just I'll just give you this sheet. Okay, uh this I have already done this for you guys. Now this the other data is very easy to analyze. So what what let's say
[03:55:24] for demographic device. Okay, you could see there's a again there's a target given by the client for CPA. Okay. Now here it's only about CPA because there's no impression or anything of that sort. Okay. So you have to tell like let's say
[03:55:38] for each campaign okay which is the device which is performing which is the device which is not performing okay how would you analyze this what do you guys see what do you guys uh think what how would you do this let's say your client
[03:55:51] give you this demographic data and they give they have given you a target of 172 for each campaign you have to tell them which device is performing for them which device is not performing for them okay so I'll just do this for one sheet
[03:56:04] for all the remaining sheet of gender, geo, website and audience analysis guys you will do it okay so I'll just show you how to do for device the same is
[03:56:16] applicable for other sheets as well over here okay so again for here you'll have to calculate the CPA how would you calculate the CPA cost divided by number calculate the CPA cost divided by number of conversion you'll drag it down and
[03:56:28] then you have to see for each campaign let's say for the for campaign A everyone has a CPA below the target right so let Let me just
[03:56:46] Okay. So for campaign A all is good. Okay. All is all of them are below 172. tablet it's around 169 closer to 172. So you can tell your client that okay now whenever you see those devices which are
[03:57:00] whenever you see those devices which are not performing well guys in optimization pause this tablet you have to say we'll do a bid adjustment okay and whenever you see okay so what do by the first thing what is bid adjustment bid
[03:57:14] adjustment is nothing but let's say for this campaign okay your normal bid your normal cost perclick bid is 100 okay so in bid adjustment for for those devices which are performing well. If you say positive bid adjustment, what you're
[03:57:30] overall for my campaign I'm spending I'm willing to spend like cost per click of 100. But for the one let's say for this one you are saying I want a positive 50
[03:57:42] 50%. Okay. Let's say you say plus let me just write it over here positive 50. So on the platform how it would look positive 50 what you're trying to tell Google is that for overall campaign I'm
[03:57:58] willing to bid for each click around 100 but for this one I'm willing to bid 50% higher than my overall campaign bid. So even if for this to to get some conversions from this device I'm willing to pay 50% more. Okay. Now for this one
[03:58:14] you can say a negative bid adjustment. negative bid adjustment as in and it's not 50 you can change it you can make it 30 20 10 however you want so now what do I mean by negative 30 that for overall campaign we are bidding around 100 okay
[03:58:27] but for just for this this device I don't want to bid around 100 okay I want to bid below 100 so when I say negative 30 I am okay to bid around 70 if I'm otherwise I'm I'm okay to not show my ad on tablet okay so this bid adjustment on
[03:58:44] on tablet okay so this bid adjustment on the platform looks Like the platform looks Like let me
[03:58:56] computer tablet instead of saying that we'll pause this device let's say for the mobile was not performing well so they did a minus 50% build adjustment adjustment they're trying to tell that okay overall for my campaign I'm
[03:59:10] spending 100 rupees per click for mobile device I want to spend half of it okay So let's say 50. I'm only willing to spend 50 rupee per click. If I can get don't want to spend money on mobile phones as a device. Does this make sense
[03:59:26] guys? Yes. No. So instead of saying that we'll pause this device, say if the negative bid adjustment. If the device is performing really well, we'll do a have a buffer. when I say we still have
[03:59:40] a buffer see this that your target is 172 for all this three for this campaign you are you are getting a very lower CPA so even if you increase your bid by 50% still your CPA would be below the target only right so if you add 50 to let's say
[03:59:56] if you do positive 50 to this one your CPA will go around 150 does that make any harm to your campaign no probably you'll get more conversion adjustment guys. What is positive bid adjustment? What is negative bid
[04:00:11] adjustment? What is negative bid adjustment? What we have discussed? Um there are some tools also in the market which can help you to you know do all this kind of analysis. Okay. So for all your post campaign analysis or whatever
[04:00:24] to do some analysis guys there are many tools that can help you out. Okay. So example for keyword you can use this three tool. So keyword hero is more you data like this that we have done. You have Google search console as well
[04:00:39] guys. Google search console is more for your uh overall website performance and then again Google analytics anyways give you that data by the way in your Google keyword planner tool as well uh we had checked okay so there like how should I
[04:00:53] say wait you get the insights of your keywords. So if you remember when we you get an insight that okay what is their search volume what is their competition. So whenever you want to get some keyword insight, I always recommend
[04:01:07] which is free and apart from that if you want to deep dive further then you can want to deep dive further then you can use Google Analytics. Okay. Now there are other few you know metrics that a brand tend to check. Okay. This
[04:01:20] but like overall in general. So there's something called a CES which we call as customer effort score. Okay. This will help you understand um uh how much like
[04:01:32] and uh basically how should I how should I okay how much effort uh amount of effort a user has to put to complete a activity in general. Okay. So this will activity in general. Okay. So this will um how should I say if you're like by
[04:01:46] the way the formula to calculate your CES is sum of your effort rating divided by the total number of respondent. Okay. Now um like for example let's say if your CS would rise your customer effort success
[04:02:00] score rises that means your customer uh need more assistance to achieve their goal probably it could be because a very low speed or could be a very unclear policy restriction. Now this is required. Now what do we mean by effort?
[04:02:15] respect to understanding your brand. Okay. So if your customer effort score is less that means you have to put more um focus on them to let them educate for them to understand your brand, your product and your services. Okay. This is
[04:02:31] done at overall brand level. I'm not saying this is done for marketing level brand level. Okay. You have something called as net promoter score as well which we call as NPS. Okay. Now this decides uh how satisfied your customer
[04:02:45] is and how they are loyal towards uh your brand in general. Okay. So to calculate your NPS you take percentage of promoters percent of a percentage of of promoters percent of a percentage of detractors. Okay. Now u basically
[04:02:59] if you have a great percentage score that means a customer would highly recommend your product and service to someone else. Okay. and they don't um if if if if there's a less NPS score that means you know you need to again educate
[04:03:13] your consumer more uh about your overall brand perception. Okay. So then that's increase. Again this is not marketing but this is overall brand level. You also can calculate your customer satisfaction score. So for calculate
[04:03:26] that you can take number of your satisfied customer divided by total number of respondent. Basically your overall consumer out of them how much how much them are actually satisfied into 100. Again if your seesat like
[04:03:40] customer satisfaction score uh in decreases it will indicate that there's some issue that really needs some attentions like with respect to your attentions like with respect to your brand. Okay. So if um if if your brand
[04:03:53] brand. Okay. So if um if if your brand is going through um you know a revamp guidelines you're adding some more inventories you're relaunching it in a
[04:04:05] different way try to take calculate the seat score so you can circulate survey by the way to calculate all of this NPA sees score and all of this you can circulate a survey to understand how your consumer feel about your brand okay
[04:04:19] by the way if to know um have you seen those kind of surveys when you're those kind of surveys when you're watching any view uh u video on YouTube uh there are some questions that come comes up that how many of how many of
[04:04:31] you have used uh any of this brand for your skinincare have you seen those question those surveys question that comes um while you're watching some ads comes um while you're watching some ads yeah so uh in digital way you can run
[04:04:43] you circulate through Google form but whatever you see this coming on YouTube no this is what we call as brandlift surveys. Okay. So, brand lift surveys the brands who do heavy promotions like I mean for Adobe we do this very um uh
[04:04:57] frequently and this is called as BLS campaigns. Okay. So, brand lift survey campaign is for us to understand that whatever promotion we do what kind of impact people have about our brand. So what they what we do is we ask a
[04:05:09] question we give options in that option one of would be our brand name. So let's say for Adobe I'll run questions like u you know which of the tool you have used um for your graphic designing is it canva is it adobe you know something
[04:05:23] like this so now the more the people who select Adobe that means people have better presence about my brand right if people are responding very less or they're give choosing any other brand compared to my brand that means I still
[04:05:35] need to do a lot of awareness so this is what we call as brand studies okay this is understand to understand okay uh with whatever marketing activities it is your brand or not? Because see the problem nowadays is there's so much
[04:05:48] bombardment of so many different brands. This is more to understand how much the consumer is able to retain. Okay, am I clear? So like in a very if you don't free survey form like you circulate it in your friends, family circles, all of
[04:06:04] that. But ideally the exact way to do to calculate all this customer satisfaction calculate all this customer satisfaction score or your NPAD any of this NPS uh ideally you should do a brand lift study.
[04:06:17] Okay. So in brand lift study you can figure out what questions you need to ask and give some options obviously give an option which is very difficult as well. So that ideally gives a better insight. Okay.
[04:06:31] Uh there's also something called as time to resolution. Um again how it will try to understand how well your customers are prioritized. So for TTR calculation you can take total time taken to resolve any requests divided by total number of
[04:06:45] resolve requests. It is more to understand like a lower TTR will uh consider that you know your TTR value is good basically how how much priority you your consumer. So let's say your consumer has said there are 100 queries
[04:06:59] them how many you have actually resolved or how much time you have taken to resolve that right so this should be low lower the t better is your again overall brand image and rorow is something that I've already taught
[04:07:15] I've already taught okay um now guys uh one more thing when you do any post campaign analysis see some behavioral data okay find out when I say behavior data. It will give you a very clear picture about some patterns.
[04:07:31] Okay. Or interaction with your customers or with your partners or other application in general. Okay. So you can see you can again to do this behav data you can use any analytical tool. Okay. Uh you can do some offline service again
[04:07:45] to understand that. Um now for example um let's say you have launched a new app. Okay. um if if like your behav data will help
[04:07:57] you understand analysis like um you know who are the users who are using new all these banking apps keep on upgrading their app visuals right like for example recently HDFC bank has changed how their apps look like right so whenever you
[04:08:12] launch something new or anything of that sort try to understand how people are responding to it right so for example for this brand called as SGFC when they created a new app they would have they would be for sure tracking that you know
[04:08:24] how people are responding to this new features right um what are the processes taking is it's smooth for them to use it or is it very difficult for them to navigate it. Okay. Uh are they engaging with that app or like you know they're
[04:08:39] not able to use case it. So always this behav data will you make you understand that if you're making any changes with your brand like when when I say brand it website revamp it could be your app revamp but just see the process like how
[04:08:53] people are interacting to those changes. Okay. Okay. Um um again to do your behavior analysis Um um again to do your behavior analysis in a very better way I would say again
[04:09:05] the standard practice is you first understand what is your KPI what what KPI deres at the behavioral data is correct. Okay. So what KPI again the KPI key performance indicator keeps on changing from brand to brand or it could
[04:09:18] be installed for some it could be app engagement to some. Okay. see how engaging when I say map the series of event that means how engaging they are with your overall website or app uh you can create a tracking panel for them
[04:09:31] understand uh their unique behavior again and if you find a very thor like good insight let's say one of your app feature let's say there's some problem much on the CTA button so that means it needs a revamp it probably will have to
[04:09:47] the toggle the way it looks so this is what we mean we mean by effective behavioral data. By the way to do this, you can use heat maps. We all know what is something that we have already discussed in the last lecture. Okay.
[04:10:03] Um by the way you can also analyze your app data. So to analyze your app data like for to understand the performance of your app um what you have to do is there are some um how should I say there are some tools that can help you do
[04:10:17] that. So Adobe Analytics app flyer is the most used one by the way. Um it so whatever app install campaigns that brands run what are app install campaign when you go to Google play store or your Apple store you know when you search for
[04:10:31] any keyword there are some promotions also which pops up. So not every time the organic app name would be shown below about that you would see ads of some other apps as well. Okay. So to to analyze how your app campaign has
[04:10:45] performed one of the best tool is apps flyier. Okay, more than analytics. So if track your app performance but I always say app flyier is the best in the say app flyier is the best in the market. Um then Adobe Analytics for app
[04:10:59] comment. Uh smart lock is again kind of a paid tool you can check it out. Apple app analytics I've I've only worked towards so again I I can't give a strong opinion on that but I've frequently worked on apps flyers. So applyers have
[04:11:12] again it's like your analytical tool only but for app basically better appliers would give you compared to your GA or Adobe analytics for that matter.
[04:11:24] Let me now let's we'll go through e-commerce marketing funnel guys. So one e-commerce marketing funnel guys. So one second now for e-commerce guys um how do you set up your e-commerce marketing funnel? Okay. So before uh we start we
[04:11:40] funnel starting from awareness to decision to consideration to conversion to retention. I think I've discussed this in the past. We all know this entire uh funnel. It starts with awareness right then people get
[04:11:54] interested then they purchase and then they repeat. Okay. Now um what are the steps that one should follow when they try to create this marketing funnel? Okay. First is to identify your customer's journey, right? Try to map
[04:12:09] it. Uh we have seen this in Google Analytics where we were checking all the product performance. We have done this in the monetizer since section. We have already seen this in the demo account. But um just a uh like a summary first
[04:12:21] But um just a uh like a summary first you need to map the consumer's journey, right? Basically identify what are the channels that is giving you maximus maximum traffic to your product. Um what is the average number of user touch
[04:12:35] point? Basically what does this mean? Uh what is the page where they're view like the product page or the add toart page or the wish list page or the purchase page or the checkout page? Right? Next um again you have to analyze
[04:12:53] funnel for each conversion stage starting from you create a plan to asking the consumer to buy your product. Okay. So like once you create your page basically you have to track the entire journey. Okay. You also need to
[04:13:06] understand which is the point where the consumer basically where your customers are turning into lead. Okay. So what are the channel which is giving you a better have seen that in the monetization report where we add a secondary filter
[04:13:20] report where we add a secondary filter of uh uh this channel. If you remember analysis then we saw that which channel for this products are driving more purchases right? which is the same thing but like in a theory step.
[04:13:34] Um now what so there are different funnel strategies for each um pages on e-commerce. First let's discuss what are the top funnel strategies for increasing traffic for the product page. So if you want more people to come to your product
[04:13:47] page. Okay. What are the strategies that you can apply? First thing [snorts] you particular product page. Right? Create a good keyword strategy. Add all all the page. Right? uh you can use social media to again to uh specifically talk about
[04:14:03] that category or that particular pro product. Again you can run some ads you can do some influencers and affiliate marketing. Um when it comes to offline also what you can do um you can you like on your
[04:14:16] newspaper or any of that sort you can create some catalog pictures as well. Nowadays there are brands who are adding QR code and all of that for their you're doing some offline advertising, you can do some celebrity endorsement in
[04:14:29] those ad. You can run some media rich ad. Mediareich ads are basically those animation related ads. Okay, animated or video ads which are shown on third party sites. Okay. And again lastly you can do some retargeting. So if you do all of
[04:14:42] this activity automatically the traffic on your product page will improve. Okay. on your product page will improve. Okay. Next um again you have three funnel. It's similar to what we say in awareness, consideration and conversion.
[04:14:55] But there's another terminology for this which we call as middlefunnel, upper. So which we call as middlefunnel, upper. So um sorry uh middlefunnel, bottlefunnel and after sales strategies. Okay. So middlefunnel is basically when the user
[04:15:08] should do when a user is at a consideration stage uh do a very good email marketing. Okay. So share some product update, some blog post or ebook link. Try to share them a detailed how-to guide. Right? So try to educate
[04:15:24] them or communicate with them the exact feature of your product to the consumer and again try to make your communication as easy and helpful. So um you know you can help them with some chat bot or you can create some FAQ question kind of a
[04:15:37] thing. Okay. Apart from this you can add a really good CTA. So uh which can make them you know push them to buy a product. Um you can add a feature to So you can add some more questions so that can if they're taking effort to
[04:15:53] that means they're genuine customer. Okay. And um again uh as I said smooth experience on your page for increasing uh uh you know making sure your bottom
[04:16:06] e-commerce brand. Again do some customized presentation for your client. Advertise on white papers. Give some free trials. trust me works wonder like free trials. trust me works wonder like anything. So all those um cred Google
[04:16:20] pay you know they give you a scratch card that buy a product for only 100 rupees or take a free demo right of Ghana.com or charge it but what what publicity did so publicity in India they collaborated with and they said that
[04:16:35] entire one year but now they have stopped doing it so people because the people will themselves go and buy the subscription that public city was kind of free uh if you use AEL SIM in India and then people
[04:16:51] and buy the subscription and there are many of people who will go and buy it because nowadays end to end everyone is using AI tool right you try to advertise a kind of a testimonial for your brand if you showcase them what is your past
[04:17:05] case study how you have improved any brand performance that will impact right personalized content so this will improve your bottom uh bottomfunnel strategies when we talk about after strategies basically once a consumer has
[04:17:19] bought your product what what are the after sales service that one should do. Uh ask them to give some referrals. Okay, because they have already bought to someone else. You can do some reselling again upselling and
[04:17:32] cross-selling. You can give them some reminders of of your new launches. And lastly, gratitude. Not every advertisement or not every marketing product for them. Like you know, you
[04:17:44] product. You should be gratitude. your clients send that we are happy that you're a customer and we would want you to be with us in this brand journey. You know you that you might get such kind of
[04:17:56] emails from the brand. So that is more with respect to showing gratitude that you know you are one of the consumer and that really creates a good impact. It doesn't looks very pushy. It's very subtle way of doing a marketing. Okay.
[04:18:08] So you you have to use some subtle way as well is what we are trying to say. Um lastly, how can you get more conversion on some e-commerce offers? Okay. Uh so if you want to boost your e-commerce conversion um few things that really
[04:18:23] works wonder you can provide some live chat customer experience and a detailed product description. So if the better the service, okay, the better the chat service or the better the product descriptions that you provide, it's
[04:18:37] easier for the consumer to take the next step. Okay. uh again send the abandonment cart email. So abandonment cart email is you added the product to email saying that okay for you we have given like more 10% off so again that
[04:18:50] will push you to buy the product. Um you have to optimize your website for mobile device because we all know most of the traffic for e-commerce if it if depend if it's a if it's a e-commerce with which has furniture and all people will
[04:19:02] come through desktop mode for a better experience but if you are a brand like a clothing brand with a low AOV and all of that most of the traffic comes from mobile okay try to do some AB testing for your different web pages to
[04:19:14] page for which people are responding more like what features that like you different pages to understand which feature you should keep retained on your entire site. Um, you can you should also
[04:19:27] use some high quality images and video. Trust me, a brand would consumer would judge you if they see very pathetic video shoots or a picture shoots because that's your first impression, right? So, you shouldn't uh risk that. Um, again,
[04:19:41] some personalization. And lastly, you should show uh the review uh of your consumer. You can also send um you know uh it could be a video testimonial, it could be a text testimonial as well. Whatever feels well you can do it. But
[04:19:55] overall if you do follow all the steps it will uh improve your o overall it will uh improve your o overall e-commerce marketing funnel. Okay. AB test as in let's say you have an e-commerce website. Okay.
[04:20:11] e-commerce website. Okay. So let me explain this way. So now this brand okay they what they do they always AB test with this banner okay so when I say AB test you can you can create a version where you'll create
[04:20:26] for which one people are interacting more for example is this banner working more so if yes then that that could be majorly because of that pricing thing that we saw that you know it's getting for $1699 so when we say a bit test
[04:20:41] create keep on changing your website frequently to understand how people are reacting to it or how people are interacting to it. There are many brands what they do. So let's say and and what you can do let's
[04:20:53] let's say and and what you can do let's say okay so let's say this particular when they can make some changes to their homepage they can make some changes to their category page and they can run two separate ad from one ad they take them
[04:21:06] to the homepage from the second ad they can take them to the category page and page people are responding more or having a better interaction right
[04:21:23] practical implementation. You have to give suggestions to your web developer. Okay. So if you're making a if you like ask your web developer to do this feature that feature and then in your ad okay try to test it out. Basically for
[04:21:35] one ad you give a you give a direction to homepage for a second ad you give a direction to product page. Automatically you'll understand which page is performing well for your ads. Right? So when we say AB test, keep on adding
[04:21:48] test out through your ad that from your ad when the user comes to a page and from your ad if a person goes to B B page which has a better engagement. So website you can make the changes you can give recommendation to uh your developer
[04:22:04] will control right on which page one should go to. should go to. Clear?
[04:22:16] Great. So we are done with this. we have already discussed what is bounce rate. But let's just try to understand
[04:22:28] this in a very detailed way that because people get always get confused between a people get always get confused between a bounce rate and an exit rate. Okay. U bounce rate and an exit rate. Okay. U let me make it easy.
[04:22:41] Okay. So how do we differentiate between bounce rate and exit rate is something like you can consider this as as an interview question. Okay. Um
[04:22:54] okay I'm just trying to frame it in a very easier way for you guys. Um very easier way for you guys. Um okay so first thing bounce rate would ideally for uh is that you know when we say it represent the percentage of visit
[04:23:07] as I said how many people clicked and they came to the site they came to the site sorry guys
[04:23:19] of basically um how much percentage of the visit is from the session basically to the site when I say session that means that like like the first session has started. Okay. Now your bounce will only get registered if the user exit
[04:23:33] from the entering page. Okay. What do I mean by the exit from the entering page? mean by the exit from the entering page? Basically
[04:23:49] This is what we call as bounce rate. Okay. What is exit rate? I clicked on myra.com. I clicked on I clicked on home hand and face page and then I went
[04:24:03] I close this tab. This is what we call as exit rate. So when I say for bounce rate, this line is very important. It gets registered if the user exit from the entering page. Entering page as in from the page that you entered the site.
[04:24:17] If you bounce back from there, that is called as bounce rate. Guys, entering page is the important keyword
[04:24:30] over here. Okay. So, you came to a from from whatever link you came to that there, that is what we call as bounce rate. But exit rate is basically you might go to other page on that particular website and if you go back
[04:24:45] from there, that is what we call as exit rate. So again, I'll just try to show this to you. I came to mnta.com and I said back this is bounce it because I exited from the page where I visited. So I exited back from homepage right? I
[04:24:58] left from homepage the page the page that I visited I left from there. This is what we call as bounce rate. Now what is an exit rate? If I go to a beauty page and I go to conditioner and then like I go
[04:25:12] completely back. So that is what we call as an exit rate. Exit rate is basically it is independent of the user's last activity. activity. Okay. So in bounce rate there is only
[04:25:25] one page visit. One page visit as in the page from which you entered the site. Okay. That is and you bounce back. So you have just visited one page. But in exit rate you might have visited more than one page.
[04:25:40] Guys, you are understanding what's the difference between a bounce rate rate. Kish if if they have spent some time you won't you won't call that as a
[04:25:53] bounce bounce means like in few second when I say few second like two to three page they have entered that is what we call as a bounce rate and you'll just interacted on that page only you have went to you haven't went to any other
[04:26:06] page. So the main key difference between a bounce rate and an exit rate is in bounce rate you entered let's say you went you clicked on the ad you came to the homepage and you went back only from that page is called as a bounce rate so
[04:26:20] you have only interacted with one page on that site but in an exit rate what will happen you'll enter through that page okay there you will go to any other page on that website okay and then you'll come back that is what we call as
[04:26:33] exit rate so in exit rate you will be interacting with more than one page. Okay, did you understood the main keyword everyone? In bounce rate, the page you're entering from there only you're bouncing back. But in exit rate,
[04:26:48] the page you're entering and then from there you're going to multiple pages and rate you're just interacting with one page. In exit rate trade you'll be interacting with many pages and then you'll come back.
[04:27:00] Yes. No guys, this is your keyword. There's only one page visit in bounce rate in exit rate there are multiple page visit
[04:27:14] like a very confusing question that interviewer tend to ask that what's it what is the difference between a bounce rate and an exit rate
[04:27:34] depicts? It will depict a lack of overall engagement. Okay. Now, exit rate with the web page. Why? Because that pages on that same site. So, that means there's some problem with the web page,
[04:27:48] not not with the engagement. Engagement issue is with the bounce rate because homepage and they just homepage or any any other landing page. So, they they went back. So, the problem is with the engagement. But with exit page there
[04:28:02] could be some issue with the web page is what we are trying to say. Okay. Again your bounce rate higher the percentage of bounce rate that means um le lesser the engagement. So you should always try that your bounce rate
[04:28:16] percentage is less. Okay. You can't work on your exit rate because exit rate is not in your control but bounce rate is in your control. in your control. Okay.
[04:28:31] total onepage visit okay and total visits to the website. So very clear one page visits only and to calculate your exit rate you have to take number of
[04:28:43] people who exit the website divided by number of number of viewed received. Okay so the again the main keyword is your onepage visit over here.
[04:28:58] bounce rate. Okay. So you should know what is the percentage. So if your what is the percentage. So if your bounce rate is between like 64 to 40 it bounce rate is between like 64 to 40 it is good. Okay. Like but if it is like
[04:29:12] how should I say higher than 70% that means you need to fix it. Okay. So like if you're like this like anything that goes above 40 is like you know it's an it's an alarm for you that you need to look after your bounce set.
[04:29:27] So obviously as I said lower the bounce better is for better is your uh user engagement with your site but anything that's if if it's if it touch 50 that means it's an alarm to for you guys and if it goes above 70 then it's a very
[04:29:40] high bounce rate and you need to fix it. Okay. So it will basically higher bounce rate is usually there when one is like you're redirecting them to a wrong page okay or you're miscommunicating like you know
[04:29:54] website shows something else that is also one of the reason or there are times when your website speed is low your UIUX is not great so there could be multiple reason of a high bounce rate okay now uh for every kind of a page
[04:30:07] there's a uh like a landing page can have a bounce rate of 70 to 90% blogs are also have a have a have a bounce rate of 70 to 9% percent e-commerce site should have a bounce rate lesser because see
[04:30:19] e-commerce website has multiple pages so ideally person should go and engage instead of just coming back right again content website can have a benchmark of 40 to 70 if you are a lead generation page try to have a bounce rate only
[04:30:32] between 30 to 40 if you for desktop it can be around 42 for mobile it should be around 16 so these are like some benchmarks if you exceed that benchmark now landing page obviously you should have like it is not like you have should
[04:30:45] have between 70 to 90 but try to like have below that it's just that most of bounce rate of landing page and blogs because blogs why I'll tell you why blogs is like a very big um written
[04:30:58] content right so people find it very boring to go through it right even in landing page it depends if you're taking them to bad landing page it's not in your control but if you're taking them to a website like myntra which has so
[04:31:11] I really personally shouldn't bounce back. They should hook get hooked to your site. Right? So, you can follow this benchmark uh as a guideline. Next, how to reduce your exit rate and bounce rate uh to make
[04:31:27] set realistic expectation. Very important. Don't give false expectation to your consumer that in your ad you're saying flat 50% off. When they go to the site, there's no there's no there were no there's no close to 50% offer. That
[04:31:41] expectation or they or you're manipulating them. Okay, don't attract any irrelevant traffic. Okay, you have to track attract only relevant traffic. That means um let's say you are a finance company but you're targeting
[04:31:57] those who are interested in entertainment. It's a wrong targeting, right? Again, create multiple landing page because you can test out and improve your usability. Basically um you know
[04:32:11] there should be there shouldn't be any grammar error. Your content should be good. The UIUX should be good. Again that if you make sure if this things are fixed your bounce rate would be good like it will be on a lower end. Okay. Uh
[04:32:23] again have a proper organized layout as I said like how structure your website did again part of UI and UX improve your page load time. So if your website load time is very high like it is taking one minute people don't have patience to
[04:32:36] wait even for two to three seconds. So you have to make sure the the page load time is very less. Okay. And please don't give any irritating pop-ups. Very important. You might have yourself experience right. If you're scrolling a
[04:32:49] it's very annoying. And especially when you're doing any shopping for e-commerce brand, it is a big no. Please don't give any random popup. It disturbs your reading something that can be still ignored but if you're you are at the
[04:33:04] seeing the feature 10 other things and imagine those popup pop pop-ups are appearing appearing right you wouldn't be okay with it. Last but not the least uh for exit rate um you can create some exit surveys.
[04:33:19] Okay. So if you create some surveys it will help them to retain more like it usually it has been seen that you can create some survey forms and uh that will help them to retain more than 50% of the visitor. Um again no popup you
[04:33:32] know you can redact visitor to some other similar products. Um have a good do some maybe testing with different features on your pages. So again all this thing of with with respect to improving your bounce and exit rate guys
[04:33:47] it's not in your control. I would say it's more in your um developers control like they are the one who will execute but uh you should know like what is a good landing page what is a bad landing page you should and you're
[04:34:02] say how would you know that the more the ads that you run the more the pages that you check that give ideally it gives you good page this is a bad page so to learn this you'll have to ideally frequently
[04:34:15] go visit multiple pages analyze different brands different pages Okay, this is what I have learned on understanding how how what what makes a page good or what makes a page bad. I should run a lot of ads. I used to check
[04:34:29] okay what are the features that they have they have added that my website doesn't have and I should not copy but I used to take some inspiration from there you know try to make all these changes and see if that improves our website
[04:34:42] performance or not. here guys. Am I clear with exit rate and bounce rate?
[04:34:58] create the Google Analytics account in front of you guys from scratch. So in website and you have to do it from scratch, how one can do it is something scratch, how one can do it is something I'll try to show. Okay. Um
[04:35:11] let me also by the way I'll do I'll show you the setup on two sites. Okay one is WordPress how you can set up Google adics. Second um there's also one uh
[04:35:23] platform called as uh Google site where you can create a free website. Okay. So there also I'll show you how to set up the Google ad account. So I'll try to show you how to set up a G account for a WordPress website and for a um platform
[04:35:37] like site uh Google site. Okay. Uh if if you have a coded website guys that is not also a problem for coded website as well. Uh what can be done is there's one tool called as Google tag manager. So I can show you how Google tag manager also
[04:35:50] works. Okay. So let just first let me show you for WordPress and then for this and then I'll show you for one more. Okay. So for WordPress guys uh whenever if your website has been created on WordPress the first thing you should do
[04:36:04] is let me Okay. So, I'll just deactivate.
[04:36:19] I hope this got deactivated. Google SiteKit.
[04:36:31] account from scratch again. How to create a Google Google Analytics account from scratch? Go to Google Analytics. This time we'll do the entire process everything. Okay. So you have to go to analytics tool. Okay. Get started. I'm
[04:36:45] doing this for my um uh family business website. So you guys can also do it for your own websites in future. [snorts] Um I'll write the name of my company. Okay. I'll write the name of my company. Okay. Over here. Um I can just stick on to all
[04:37:00] the things that I want. Property name should also be my company's name.
[04:37:12] residing in any other location, please make sure you change this. Okay, this is uh business and industrial, it's a small company. Okay, I I can choose all this objective that I want to generate lead, I want
[04:37:27] sales, I want web, I want some engagement. Okay. And if any of this objective is not mentioned over here, you can say other business objective as you can say other business objective as well. Okay. Say create um
[04:37:39] well. Okay. Say create um agree to their terms and policy.
[04:37:53] Please pay proper attention here. I'll give my website URL. So
[04:38:05] over here. Remove the https because it's already there. Now whenever you set up a Google Analytics account guys, please make sure this is enabled. Enhanced manage measurement. So what it is trying to say that once you give your URL will
[04:38:18] automatically by default. Okay, this is a default setting that they'll start tracking what page people are visiting, how people are scrolling, if there are any clicks, right? Uh if if there someone has engaged with the video or if
[04:38:30] all of this will get automatically tracked. Okay, so keep this enabled because we want that. Now site name
[04:38:42] again I'll put that and I'll say create and continue. and continue. Okay. Now here I have to go inside my uh website. Go to this arrow.
[04:38:54] Now there are different ways to put the Google Analytics code. Okay. One is is made on WordPress, you can choose this option. If your website is a coded
[04:39:06] website, then you have to choose this option of install manually. Okay. Uh I'll show you how both of this option can be used. I'll show you the first one for WordPress because I mean that's a common um way people create their
[04:39:19] website. Okay. So for WordPress I'll say next over here. Okay. And now what I have to do is here. So for WordPress there are plugins that can be installed as I have already mentioned in the past. Plugins act as like the way you have
[04:39:34] functions. Same is a use case of plug-in. Imagine plugins uh will help you um like how you have Google Play Store to install different uh apps. in WordPress where you can install different um plugins to help you make
[04:39:51] website creation or adding some features. Right? So, there's this plugin and I'll go here to add plugin. So, this plug-in name is Google SiteKit. Okay? So
[04:40:06] you can go to add plugin in your WordPress account and you can say
[04:40:18] so I'll say install this I hope so far you were able to I hope you have understood so far where where where we have reached because I can't go back okay so any of the part that if you're not understanding feel free to
[04:40:31] you're not understanding feel free to stop me there and there itself Okay, let's just wait for that. Okay. And then you have to activate
[04:40:47] Okay. And then you have to activate this. Okay. So
[04:41:05] once you activate it, you can go to that particular
[04:41:23] for that particular um thing that I've installed. Okay. Uh, okay. It's showing you want to reconnect this. Okay. So, now for me, it's already connected, but now for me, it's already connected, but I can edit it. Okay. So, let me
[04:41:43] I uh deleted my past Google Analytics account. Okay. So, now if I want to account. Okay. So, now if I want to connect this again, what I'll do is
[04:41:55] first I'll disconnect it from here. Here say setup analytics again. Okay.
[04:42:16] this ID okay and the account I've created for this it is getting matched over here. Okay. How to crossverify that? Can you see this ID N1 S8 W KPJRM
[04:42:29] is the same thing. Okay. So ideally when I give this name because I see what you create a Google Analytics account and whenever you create your WordPress ID. So automatically the detail gets switched. Okay. You don't have to do
[04:42:44] anything else over here. You just have to say complete setup.
[04:42:56] See okay so basically my Google Analytics is been set up it's done the setup is done in future you're doing you can follow plug-in to install how to do it so it it's the same step that I have shown you
[04:43:09] it's the same step that I have shown you okay now there's other way as well um like if if your uh by the way if your website you have created on this uh tool called as Google site okay so what is Google site again it's it's like a free
[04:43:22] free website. Okay, I believe for your capstone. Okay, probably for your dummy page on Google site and then connect Google Antics for it. So in case
[04:43:34] site, it is also easy to connect Google Antics for it. Okay. Uh what you have to do? You have to search for Google site and you have to click on create your first site with Google site. Say create a site. Okay.
[04:43:48] So go to this page. You can create you can create your portfolio page anything of that sort. Okay. So let's say I want to create my portfolio page. I can go to create my portfolio page. I can go over here
[04:44:01] create this page. It's it's like your Canva where you can plug edit everything like if you want to add more page like you want to add more homepage or it's like your Canva where you can edit things. Okay you can edit this you can
[04:44:13] remove this picture. But how to set up the Google antics for Google site? You just have to go to the setting bar. Okay. And you can see an analytic section over here. And here, okay, you have to give your measurement ID. Now,
[04:44:26] what is a measurement ID? This is your measurement ID. This. So, you just have measurement ID. This. So, you just have to click that, give it over here, and done. Okay. So, just in case for your
[04:44:40] capstone, if you are required to create a website, you can create a free website on Google site. Okay. And for that if if if the caption asks you to connect your Google Ads account to that free site, this is how you do it. Same procedure,
[04:44:54] instead of WordPress, okay, once you give your website URL, they will give ID, go to your Google site and give it over here. over here. Does that make sense guys?
[04:45:13] that in free see now even if your website uh in the free WordPress website also you can connect a Googlexics account without the help of plug-in okay have to edit the header code so basically you'll have to edit the uh
[04:45:26] entire theme of your site so I don't recommend that so what you guys can do in in your capstone if it's required create your website on Google site it's very easy I mean it's not complicated you just have to go to
[04:45:38] setting go to analytic give your analytical uh ID. That's it. You can do it even for a free WordPress website. You can set up um uh Google Antics code just that it will change the like you'll have to manually edit those code. Okay.
[04:45:55] And I don't recommend that even I can do it. But the reason okay so I'll tell you where exactly it's been done just in case if someone is interested. So you have to go to your appearance and theme. Okay. And when you go to your appearance
[04:46:07] like this is the theme that I'm using right now for my site. Okay. So I can go right now for my site. Okay. So I can go there I can say customize.
[04:46:24] header and there you have to give give those codes and all. So I don't least for me this website has been created with lot of efforts. uh if I might disrupt the entire website. So I don't want to do that. Hence I used a
[04:46:39] plug-in. Okay. In your case if it's been asked to do one thing don't create a WordPress website create it on Google site. Much more easier to connect your Google Analytic account there. Okay. Don't create it on WordPress. WordPress
[04:46:53] I've just shown you for your like future reference. If you in future if you're creating a website on WordPress how can you do this? Okay. So I'll just close this.
[04:47:06] will stay intact. Okay. I don't want this ideally because I'm anyways using this measure measurement ID for my uh uh WordPress website. So I have just removed it from here. Okay. If I want to create a Google Google Analytics account
[04:47:21] another Google Analytics account and I'll get another measurement ID code code that I've given to WordPress site and the code I've given to portfolio site shouldn't be the same. Right? I can't use the same measurement ID for my
[04:47:35] WordPress website and for my Google site. It is it it is then the what what problem with uh tracking. So what I'll have to do if I creating let's say I have two side one for WordPress and one for Google site. So for Google site I'll
[04:47:48] and for that from that Google Analytics account whatever tag ID like this I get I'll put it over here. Okay. So hence I've removed it right now because I've anyways used it from my WordPress account. Okay. So I have set up my
[04:48:01] account. Okay. So I have set up my analytic account. I've redone the entire part right now in front of you guys. It will take some could see data collection isn't active for your website. If you have installed
[04:48:17] tag more than 48 hours ago, make sure they are set up correctly. So because show me this error because it will take at least 48 hours to start reflecting the data. Okay. But at least after 48 hours, guys, when you So because for me,
[04:48:33] hours, guys, when you So because for me, this is done. I'll go to my home. Like after 48 hours, please come and check your real time report. Okay, right data because it will take time to reflect. It will take time to get
[04:48:47] connected. Okay. But by the way on my WordPress I will see the performance of WordPress I will see the performance of my site
[04:49:02] it is showing me some data like last 7 days and all. But on the analytic it will take some time to reflect. So check check your analytic account after like After one or two day come and check and see if you are seeing some data or not.
[04:49:17] Okay, just one more thing. Um, uh, let's say I have I have set up Google Analytics for my uh, my WordPress website, right? So, it is also my job to crossverify if it's been placed properly or not. So, what I'll do, I'll go to my
[04:49:31] extension called as Google Tag Assistant. It will if the Google Analytics code reflect over here, that means you know the code has been set up. So, I'll just check this once. Can you see it is reflecting,
[04:49:43] right? My Google Analytics code is is reflecting. It's the same ID, right? KP JRM. So I'll check it over here if it's the same over here in the admin part.
[04:50:00] that shows that yes, my website has been connected. But as I said, it will take connected. But as I said, it will take some time to reflect the data.
[04:50:13] to connect your website to Google Analytics? Any questions? everyone because you might have to do it for your capstone.
[04:50:31] Analytics account guys as I told you there are few settings that you should for my this account there are few settings that I would change. The first setting that the first setting change that I'll do is with respect to the
[04:50:44] session duration. You remember the default if you remember my past lecture I said that the default setting in Google Analytics says that one session would end after 30 minutes of inactivity. So it's a very big time
[04:50:56] period that has been set by Google Analytics. Ideally I should go and edit it. Okay. So that's the first thing that you should ideally do. Please always go you should ideally do. Please always go to your um let me just show you. So you
[04:51:08] go to your data stream again go over here and there's an option to configure your tag setting. Can you see over here? So go to can configure tag setting and
[04:51:20] So go to can configure tag setting and once you say configure to tag setting just click on uh show more see adjust session timeout. Can you see set set how long session can last. So
[04:51:34] when you go there see right now what it is. Can you see 30 minutes of inactivity at the session timeout? Okay. A session is initiated when an app is open or foreground or when a web page is open. A session ends
[04:51:48] after a period of inactivity on the part of user. The default timeout is 30 minutes that can be adjusted. So I have to make sure I change this. I will give around 5 minutes. Okay. So if the person is not active on my uh website after 5
[04:52:02] minutes my session should end. Make sense? You can also change engage the difference between session and engage session? Session would mean that yes the person has landed on the site. Okay like right now I come to this site
[04:52:18] session means that they are scrolling they are clicking they're hovering around right. So for engage session as well give a at least at least in 10 second is fine. Okay so what you're trying to say that my first like if
[04:52:33] trying to say that my first like if anyone lands on my site okay sorry guys someone's uh land on your site, okay, and they um how should I say they go to
[04:52:45] went to the site and now on my Google Analytics, if I don't come back to my site in 5 minutes, my first session should get ended. Okay? And then if I come out come to the site after 5 minutes, the second session would start,
[04:52:58] right? If I come back to my site before 5 minutes, the first session will keep on continuing. Same for engage session. If I don't show any engagement on my site in the next 10 seconds, my first engage session would get uh you know
[04:53:11] close and the second engage session would get started. So I'll just save this that I'm giving a session time out of 5 minutes and engage session I'm keeping 10 second. Now the next part very important is setting up your
[04:53:24] event is something that you are the one who set up. Okay? Right? You I hope you demo account. I'll open the demo account also side by side so we can compare and we can cross check. I'll close uh my WordPress back end. I think I should
[04:53:43] uh okay let me just close it. I don't need it anymore. I'm just so I'll open the demo account as well to check few things side by side
[04:53:58] very quickly. So now if you remember the demo account So now if you remember the demo account had u event and key event okay like I I'll just go to one of the report to just quickly show.
[04:54:12] report this is a demo account and this is the account that I have created. Now here you remember there was this event count and key event right and I told you create it doesn't get created automatically you are the one who will
[04:54:26] create all this. Okay. So now how to create this event and uh key event? You create this event and uh key event? You go again back to your admin. Okay. And there you will see this option of events. Can you see this? So go there
[04:54:42] create your event. Okay. Now here there are few events that I created. So can you see the one which is in uh dark gray. This was something that I created. There's one event that G has created automatically for me which
[04:54:55] is for purchase. Okay. I can let me just um unmark I don't want this to be a key event. So okay whenever you create an event if you want to create a new event always
[04:55:14] Okay give a name to that event. Okay now for my website um I don't know what key event I should create. Uh let's say contact us. Okay. So I want to create
[04:55:27] contact us. Okay. So I want to create [cough] sorry I want to create an event that whenever a person um you know comes to my contact us page um and once they give their detail I should uh how should I say I
[04:55:42] should give a hint that the person has submitted the form. Okay. So basically submitted the form. Okay. So basically I'll just write like some dummy numbers.
[04:56:00] Give me a second. Jigs. Okay. JS at the rate because I want to go to that landing page. Hence I'm just giving that landing page. Hence I'm just giving some detail.
[04:56:17] let's say industry okay na and I'll say send message okay so now what I'll do is I'll create an event for
[04:56:30] submit form okay or let's say contact us that how many people have submitted their form from contact us okay now it's up to you do you want to call this as an event or a key event. Okay, I told you.
[04:56:45] So if you if this is a key event for you, turn on this toggle. If it is like a normal event that you usually have on your site like any in random interaction, then you turn this toggle off. Let's say you are creating this uh
[04:56:57] event called as how people have scrolled. Okay, by the way, that gets automatically tracked. So ignore that. But you're creating an event of how many people have went to my product page. So that's not a key event, right? Like it's
[04:57:09] turn on this toggle. But for me, the contact us thing is very important. So I'll turn on this toggle and I'll call this as a key event. Okay. Now because here it's a lead generation thing, I don't have to give any value. I'll say
[04:57:23] don't set a default key event value because it's lead generation. But if it's an e-commerce, please choose this option. Okay. So I'll say don't set a default key event value. Counting method. Now how I want to count this
[04:57:35] called as once per event. There's something called as once per session. something called as once per session. Okay. Um now once per event says count an event as a key event every time a user interaction happens and once per
[04:57:48] event only once with a particular session. I would say always once per event because anytime a new user come and interact and go to my contact us page I want that to be tracked. Okay. So
[04:58:00] I'll say once per event. Okay. And then lastly here you can choose create without a code. So I'll say my website name. I'll say what kind of uh this is. So it's like more of like a form submit and what
[04:58:13] page they visit which should I consider as form visit. So I can just say now I don't have a page created for this. It's a popup ideally. Okay. So once I create the page let's say this is the only page that I
[04:58:26] have. So I have to I can give the URL to this contact us something on those line and I can say create. Okay, you can do this with the help of code as well is what I'm trying to say.
[04:58:39] code as well is what I'm trying to say. So I have created like contact us thing. Am I clear? I can edit it later on as well. I can change accounting method. I can change it from one one per event to per session. I can go over here and
[04:58:53] check give a value as well. I can go over here and this as a key event. I can say unmark this as a key event. So when I when I
[04:59:06] unmark it as a key event, it it won't be shown over here. These are some Hence I'm just trying to show it to you and it might get asked for your caption and it might get asked for your caption as well. So please pay attention. Now uh
[04:59:20] there's something called as audience creation as well. Okay. So now see can you see there are two audience which are default been created by Google analytics are coming to the site and then there's something called as purchaser like who
[04:59:33] have purchased in the last 50 days now let's say I want to create a different kind of audience okay so I can say new audience now I want to create like a custom audience okay and I can add some condition now condition could be let's
[04:59:47] condition now condition could be let's say
[05:00:01] to be very honest. So, I can create an audience of a gender, right? Like I want to create a specific audience for a gender. Again, I can give some triggers over here if I would want to. If I want, I can add some
[05:00:15] more conditions over here. But I don't think for your uh caption they'll ask just trying to show this to you for your uh personal reference. Okay, I can put a filter that gender should be let's say female. I want just like I just want one
[05:00:29] audience for female thing. Okay, can you see? So I'll create an basically I'm want to see okay how specifically the female audiences have been interacting on my site. Make sense? So if you want to create
[05:00:44] audience of people who have done add to cardart. I want to create an audience of page. I want to create an audience of those. Uh I didn't saved it. Wait, we can do it again.
[05:01:04] So firstly, we'll give a name. We can call them uh tracking for female audience. So I can say that here I can say demographic gender add a filter is one of them is female
[05:01:20] time period as per their last interaction and I can say save can you see it's here so in case this audience thing is very customized as I that okay let's just specifically track how many people are doing add to cardart
[05:01:35] group of how many people have not interacted with us in the last 10 days anything on those line, you have to go to the audience section to create that. to the audience section to create that. Clear.
[05:02:06] Analytics account creation. One more thing that you guys should know. Uh just thing that you guys should know. Uh just give me a second. I'll try to
[05:02:19] called a segment. Okay. Now for segment there are some segment that they have already created like mobile traffic, organic traffic, paid traffic, tablet traffic, web traffic. If you want to create a segment like you want to create
[05:02:31] create a segment like you want to create a specific segment for let's say um here they have ideally they have created all the kind of segment like can you see the default one has direct traffic there's organic there's paid as well
[05:02:44] there's mobile web and tablet as well ideally you don't have to create one but to create some segments you can go over here okay now what kind of segment you user segment or a session segment or a event segment okay it's up to
[05:02:59] U there are some options also they have given like some there are some templates they have given you uh let's say I want to create for an event okay I want to compare an event two different events so again I can say my event should be
[05:03:14] session start I can add some parameter for that if there's any give a name to this that this is like a session start one okay so segment is
[05:03:28] more created for your comparison thing. Okay. When what do I mean by segment comparison thing that we can do is for the segments. See this can you see? So the default one has all these options but if you want to create more segments
[05:03:43] and you want to compare over here in your chart like if you want to compare reports and you want to show them now here because the default option only has this direct organic paid and mobile web tablet but let's say you want to show
[05:03:57] tablet but let's say you want to show your client a comparison of um two event toart and wish list then you can't you can't show that over here right because that case you can create a customized segment of events or whatever of your
[05:04:11] choice and then here in the comparison section you'll be able to add it clear guys. So for your capstone they might ask you
[05:04:23] So for your capstone they might ask you to let me just put it in word. First thing you might be asked to create a Google Analytics account.
[05:04:38] a Google Analytics account. You might be asked to create a site, okay, website. I would always recommend create a free one on Google site, okay? Because it's easy to set up the analytical code. Then set up the
[05:04:52] analytical code. Then set up the analytical ID or code. Okay. Then you should know how to create events and key events. You should know how to create an for audience. Audience is to advance segment. Okay. That's all. And lastly
[05:05:07] the session duration. These are some basic settings that we fix on our Google address account and then we started we start using Google address account these are the things that you should do at the
[05:05:21] beginning. Clear?
[05:05:38] Okay, great. Now let's go towards the next part. We have done enough of uh next part. We have done enough of uh test out. I'm just checking for each part of your capstone so that we don't miss out anything.
[05:06:14] Okay. Now guys, uh your capstone will also have uh so your capstone would also ask you to read the reports. Okay. And give some report analysis. So I think I've already given you a practice on how to read your engagement report, how to
[05:06:27] read your demographic report, how to read your retention report, how to read monetization report. We have covered all the reports. But just please make sure for your capstone they might ask you to go to the demo account and you know give
[05:06:42] some insights from acquisition, engagement, monetization, real time, user. So take a brush up of this. I've already taken like one entire day to show you how to read all the numbers, how to analyze the numbers. I won't
[05:06:55] reiterate those things again. But just just like a heads up that you would you just like a heads up that you would you might be asked in your capstone to might be asked in your capstone to read, analyze
[05:07:28] acquisition uh monetization user and tech we have done enough practice but please go through it again
[05:07:40] okay if you know this much I think you'll be able to do well for your covered this I won't go through it again. Now um there's a case study that we have to go through together. So let's
[05:07:52] get started with the case study. Thisa case study is of this um you know uh this case study is all about to understand how what is the role of web
[05:08:04] marketing world for this particular company. Okay. So um okay u now there company. Okay. So um okay u now there was this thing that uh this company u
[05:08:17] kind of they saw that you know uh they have seen like an ROI hike of 1300%. Okay. Uh why? Because they use Google Analytics and precision remarketing. Now how they were able to do this? Okay. So [snorts] this this particular brand um
[05:08:34] what they did when they set up their Google Analytics account. Okay. Um they kind of push the user or they try to entice the user to visit their site u u
[05:08:47] their purchases. Okay. They also promoted traffic to their brand new promoted traffic to their brand new boutiques. Okay. Um so again how they tracked their data on G right once they created the site they tracked that okay
[05:09:01] what are the location where people are reaching more on our site why what are dropped down right so when they were able to track all of this um what they create a goal the first goal was they wanted the users to come to their site
[05:09:16] um uh return there and complete their purchases also they wanted people to go to check their offline store as well okay now Um how did they do this? Okay was their approach? The first thing was their target base was people who visited
[05:09:30] this website. So website visitor. Okay. Now what they did u they created a audience right now on G account. They also created a a audience which consisted of a list of people who showed
[05:09:45] some intent but they didn't purchase. Okay. Now what how what what how you can create an audience like this? What you can just clearly see over here in GA you can just clearly see over here in GA you can go to your uh
[05:10:03] now there are different way you can create it can you see recently active 7day inactive user register user if it's for online sale okay can you see can you can create a audience of cart banner item viewer high value purchaser wish
[05:10:17] list user you can create all of this audience so uh What this brand also did they created an audience of people who visited the site they had shown an intent but they didn't purchase. Okay. And then um what they did they tried to
[05:10:29] And then um what they did they tried to also um created group according to at what stage of user journey they are where do they reside the language and their behavior. Okay. When they created something like this when they started
[05:10:41] tracking all the patterns this brand was able to achieve a 1300% of ROI. their AOV increased by 13% almost they decreased their cost per acquisition by
[05:10:53] almost 34% because they did lot of remarketing campaign how they were able to do the remarketing campaign once they created an audience of um people who didn't purchase they understood which what is that audience size they divided
[05:11:08] and they did a they they did precise remarketing to them okay so people who advertisement would be different compared to some who might be sitting in another side of the country. Okay. [snorts] And lastly um again like the
[05:11:23] whole point when they did was that they were able to re enable the remarketing plan in a more precise way. They were able to invest that particular money that they have spent on remarketing where they integrated Google Analytics
[05:11:36] they create their audience in Google Analytics and also in Google ads and they merge both of them and then they run ads because see if I by the way you audience data to your Google ads account as well. Okay. So when you'll go here to
[05:11:51] as well. Okay. So when you'll go here to your um admin section again, can you see Google ads link? So what will happen once you link your Google Whatever audience you are creating on the Google Analytics account
[05:12:05] Google ads. So and what you can do, you can select that audience and run a this is what the same thing this particular brand did. They created very customized audience on their G account. They imported they basically connected
[05:12:19] Google ads account and whatever audience they were creating in analytics they pushed it to Google ads and just to that particular audience they created like a particular audience they created like a very specific remarketing campaigns
[05:12:32] make sense. So you by the way this is what every brand should do when they create their Google Analytics account they should merge it to your Google they should defaultly merge that to their Google ads account because whatever
[05:12:45] can use it to your Google ads account by the way you can't do this for any other this like you created an audience over here and then you want to use that audience for your meta ads you can't do that it is only possible for Google ads
[05:12:59] advertising campaign you can connect it to DV 360 So any property of Google okay this analytic account and whatever be fetched to that ads platform could be Google ads could be DV3
[05:13:16] uh could be search 360. So here these three platforms are ad platform Google ads uh display video 360 and uh search ad 360. Search ad 360 and display video 360 falls into programmatic advertising. Google ads is like your normal uh search
[05:13:31] marketing platform. So what we'll be understanding is u you know what are some different features of this uh behav pattern platform. So we'll be discussing understand you know how users are behaving uh what is their purpose what
[05:13:46] are some different functionality um and there's one kind of report also that we'll try to understand confetti report okay uh now to do this uh crazy egg is as I I think I've already discussed what is crazy egg crazy is one
[05:14:01] of the tool that many brand use to uh understand the behavioral pattern of the user okay so this kind of tool will kind of monitor um you know the website pages they'll track um visitors who are clicking on
[05:14:16] the uh on on their screens okay so for my site I we did set up an uh Microsoft clarity if you guys remember I don't think I've got lot of data because it doesn't get that kind of traffic but we can just check once again I think I told
[05:14:30] you guys to give me a reminder of this none of you did this I am just trying none of you did this I am just trying now thankfully I could remember
[05:14:44] did set up Microsoft clarity to for my account and okay there's a new version let's just update that
[05:14:58] egg also have similar feature first one is conversion opportunity um this tool perform performing areas of your web pages. Okay. So, basically you can go and fix it. You can do some sideby-side analysis. Basically, u you can see heat
[05:15:15] maps. Basically, you can see where exactly people are u uh you know spending time on your existing web pages. You can do some device like analysis. Okay. So, um you know you can divide data of user based on from
[05:15:29] different visi website different devices they have visited. U you can also do some web page element analysis. So you can analyze okay how different forms or performing for your site. Okay. Uh by the way this is how the D there's also
[05:15:45] one more platform called as snapshot. Now um snapshot is kind of a feature of your KZA tool. Okay. And it will give you a you a view of u the click behavior on specific
[05:15:58] part of your web pages. again um if I have to extend this. I don't think I'll be able to extend this. I can only zoom it like this. Give me a second. So, it will show you a data like okay you know um
[05:16:11] how much revenue you are getting, what is the um like you know how much time to your site. So this is like you know one of the feature that the report has. one of the feature that the report has. Now,
[05:16:29] this can has a different kind of uh features. First one is u scheduled. Okay. Uh so, snapshot can be scheduled uh to start tracking uh at a later date as running as well. So in running what happens is um when it is at an active
[05:16:46] feature is on an active state it will start collecting the data about your website visitor and hence they call it as an in a running stage. Then there's something called as a completed stage. This is like a third stage where uh it
[05:16:58] will show a display that uh you know the snapshot has been paused or when it doesn't when it is not no longer able to um track the visitor data could be Okay. And lastly it also show you an error like action required. Okay. So um
[05:17:13] snapshot feature, it will show you an error like this. again does the same thing. Now heat map exactly look like this picture that you could see. Okay. Um let me just see if my Microsoft clarity is updated. Okay, I
[05:17:31] my Microsoft clarity is updated. Okay, I can see some. Let me just show you this in a better way.
[05:17:59] want to scroll much otherwise we could have seen the bit data.
[05:18:25] and make this from Jan first to March 1st.
[05:19:07] We don't have actually I don't have much data to show it to you but let's see. Okay. So what does recording mean is it act exactly track you know what was the last time one visited my
[05:19:21] page what page did that particular person visited from where did they enter from where did they exit okay can you see PC chrome India so like like your heat map see all this tool are same your heat map your crazy egg your Microsoft
[05:19:34] clarity it's just that there are few see this if if it shows uh is exactly let me this if if it shows uh is exactly let me see for this page homepage.
[05:19:51] you over here. Okay. Can you see this? Basically, can you see this this uh Basically, can you see this this uh circles and this green sign circles and this green sign guys? Are you able to see this?
[05:20:10] Yes. No. Did you saw that signs over here? What part of the section of my website people are clicking the most guys. Okay. So now why this is important
[05:20:24] I can understand what what what so you you remember I think yesterday say asked me that ma'am what change what is AB testing or what changes we should do on what this tool will help you know. So
[05:20:36] are not now see my website is pretty new so I don't have that kind of data to your website is a very older website you can see the heat map like this and you people are clicking which are the places where people are not clicking in my case
[05:20:51] no one has clicked on my case study page yet so that means I need to make some improvement probably right people are not even scrolling much because all the clicks are there at the top of the bh banner okay I'm not seeing lot of clicks
[05:21:05] nowhere close to uh towards the bottom, right? Majorly whatever click had happened has been done on the main banner or here at the navigation menu right I can see and by the way it will show me for like see here it it is
[05:21:20] exactly showing me where the person has exactly clicked right this is for the homepage okay I can check by area as well so there's an option to see by scroll as well see so it is it is what it is
[05:21:33] people have clicked to the navigation menu right it has the highest menu right it has the highest uh CTR I can see the scroll thing as well over here in the heat map. See 100% of the user have reached this
[05:21:47] point only 60 people have reached to this particular point and then 40. So ideally not people are scrolling much is what it is trying to show.
[05:22:01] another page as well. Let me just check it for my product page. people are actually clicking on my product page.
[05:22:17] Not much. Hardly one one click. So it is not able to give me any data. Like there's one click over here. There's one click over here. That's it. Right. I can see if I have good scroll for for this page. That's it. So it's like a very
[05:22:30] single one page. So not lot of scroll as well. attention. and by the way, you can ask them to summarize your heat map as well. So the
[05:22:44] this is like an AI feature in the tool itself. It will summarize. See this? So what now the user behavior is exactly they have told me how people have been responding to this particular product page. Okay. What it is saying desktop
[05:22:57] user scroll through the entire page with 66.7% reaching 100% there. First click was split between reject all home and header logo. Last click mirrored first cookie consent option reject all received equal attention. High scroll
[05:23:12] completion such as strong engagement. No interaction data for tablet mobile indicates limited or no traffic from this device during the period. Right? So it will give you a summary as well. This is the importance of this
[05:23:25] tool. like the way we have Microsoft clarity the the crazy egg and this heat clarity the the crazy egg and this heat map tool does the same thing guys did you understood so what you can do in future whenever you create your
[05:23:37] website please set up Microsoft clarity I so out of crazy egg heat map and Microsoft clarity because I've I've tried all the three Microsoft clarity in details that crazy egg and heat map wouldn't give make sense
[05:23:58] case of this. Okay, we can check this for other page as well if you want to. So let me just go to [snorts]
[05:24:13] by the way see they have recorded as well the engagement part. See, see this recording is basically how people are navigating.
[05:24:33] guys? This is basically of how people are interacting on my page. If I want to see the p recording for my homepage, I can see that as well. See this. These mean it must be me only who have visited the sites see this
[05:24:50] the sites see this that's it make sense so you get such kind of insights
[05:25:08] the three but all of the C tool will help you analyze where your user the focus on on your site. Okay. And what are the frequent location where they're clicking on your pages? Okay. So, you know, ideally it this tool is used any
[05:25:21] of the three tools does the same thing. Basically, the use case of this tool is to understand what's working right for your site. Okay. Um like if you see there's lot of red position on your CTA. Okay. That means okay there are very
[05:25:33] less people are clicking over there. The greener dot indicate that you know people are spending lot of time. Okay. Um so this tool will help you analyze Um so this tool will help you analyze problems like okay um see so again if
[05:25:47] you see a cluster like this it will indicate um you know a specific part of your site is not engaging. If you see something like this okay the one that has been shown in the screenshot. If uh you some see a like this. Okay. So if
[05:26:01] you some see a like this. Okay. So if you see um how should I say um a a color spread out something like this it will try to indicate that you know um which are the places where like this is like a part which is non-interactive area and
[05:26:15] uh it might have a broken link or there could be some design error. Okay. Then uh I have I think I've already shown you this like if you see a pattern this one we have seen in Microsoft clarity as well. This will show you um how engaging
[05:26:30] user has been with your entire page or your entire content. Okay. So we have already seen that in the scroll section of the thing. Okay. So that for me it has been entirely red because for this page everyone has scrolled till end.
[05:26:43] Okay. Then you have something called as um again graphical representment of the user behavior. If you see a different shade color that means so for example for this page it was all red that means
[05:26:56] like all of them have engaged okay on the entire page but if I check this for u my homepage let me
[05:27:27] the least popular uh section on my homepage. Red is the most popular. If you see as I go down the lower one are the least popular. Can you see this uh um color uh how should I say color grade? So for me it wasn't that least
[05:27:43] green part. Still thankfully for my homepage it hasn't reached out to the purple or the blue stage yet. Okay. Um what is the benefit of this tool uh help you to AB test as I clearly said it will give you the insight that what the user
[05:27:58] your site. So you can get some insight from there and you can do a lot of AB testing. Like now I understood that okay you know for homepage is good but for no page even on homepage people are majorly clicking on my navigation menu and my
[05:28:12] main banner. So when I when I user scroll down to the lower section because it's not that engaging probably hence people are not clicking right. So if I open my website most of the clicks I've got on my homepage is the navigation
[05:28:25] got on my homepage is the navigation menu and the and the header bar like this part and this part. But for the lower thing, I wasn't uh it wasn't could be because probably the it is very content heavy if you could see. So I
[05:28:37] have to make it more interactive, right? I probably I can some put some pictures, write it in a bullet format. So I can I can do an AB test with this. Again, this one looks very text text heavy because of which people would not be interested
[05:28:49] to read it and hence no one has clicked over here. Right? So this I got this insight right now just in front of you guys. Right? So now I'll do an AB test. I'll try to change this like instead of having this normal uh icon I'll try to
[05:29:04] show my product picture over here. Okay. And then I'll see if it improves And then I'll see if it improves anything. Okay. Um anything. Okay. Um okay. Basically u you can also see um
[05:29:17] the graphics. Okay. And you can see some raw data point and uh you can access the original image look like. This is the image with heat map. So you can see okay in your picture as well exactly where one is clicking okay so now my in my
[05:29:32] case I didn't add like a picture let's say if this is my picture and if my heat means you know that's the interesting very basic picture but imagine this picture had some text something on those
[05:29:44] you want to make some changes on your right again these are very basic pictures so I can't show that insight but if you have a picture which has some text and you are seeing Okay, there's a
[05:29:57] That means that is the that is the engaging one. If you want, you can right? Um, so what happens behind the scene? Okay. How does this heat map thing work? Okay. So for the picture, each picture
[05:30:13] is divided into a grid like this. Okay. And the heat map will try to depict um And the heat map will try to depict um the intensity of value capture by allocating you know a color representation.
[05:30:26] um within each of the square. Okay. So basically what heat map does a heat map will use warm to cool color spectrum to show you know which page part gets maximum attention and hence you might have seen for Microsoft clarity as well
[05:30:39] have given you. Okay. So this is how they do it at the back end. Uh so whenever you want to assess your heat map um you know again it will it
[05:30:51] heat map um you know again it will it will show something like in this um so for example um there can be two axis they might have created at the back end. Okay. Uh the primary variable across two exists would be based on different grid
[05:31:05] colors. Okay. And you can see okay what is the age you know how much clicks you have got. Again now this is based on a different um this is majorly done for a different um this is majorly done for a picture which had um so this screenshot
[05:31:18] that we have added is for a picture which had a few details with respect to which had a few details with respect to a user's um how should I say um body uh details but again if there's any picture they divide it based into x-axis and
[05:31:32] y-axis and they right like at the back end okay this is done at the back end we psychology behind uh you know giving this color gradient is what we are trying to say. [snorts] Um there are some metrics that you
[05:31:46] should check on your heat map. First one is scroll depth. Very important. Please see uh what is a percentage. Um so like red bin 100% and black bin 0%. So when you see the scroll depth um it is kind of colorcoded. Each color will depict a
[05:32:02] percentage. Okay. The red bin the 100%, the black bin the 0%. Second one is click trend. Please always check your click trend. Um uh now the red one would signify most interaction and the blue one would signify the least interaction.
[05:32:16] movement. You will see a picture like this. Again here it will show you where the visitors spend the maximum time on your page. Okay. Am I clear what is the use case of this tool guys? I think we have seen this
[05:32:31] practically as well now and you know how to set this up. I think I've taught you in the last lecture. You have this uh extension in your WordPress Microsoft clarity. For WordPress, you just have to uh install this plug-in. You can also
[05:32:43] set up Microsoft clarity for your coded page as well. Okay. So, here I can create like a new project. I can give my website name, industry, and I can connect. They'll give me a code. I just need to
[05:32:58] make sure the code is placed on the site. Okay guys, for my website, the guys the settings are similar. You have to go over here again. Uh when like when see an option to connect to your search console. You just have to give your
[05:33:12] give the URL of your website. Automatically it will create the search search console looks like? So this is how your search console looks like. Okay. And let me just show you how you should read your search console because
[05:33:26] uh again part of this is also one of the analytical tool only. Okay. uh it's just in-depth insight the way your analytic would give you. Okay. So now the first thing of your search console that like one should check very thoroughly is your
[05:33:42] one should check very thoroughly is your one second.
[05:33:54] go step by step whenever you create a search console account what is the use case of the search console account because see uh like your Google analytics even the search console account will give you an idea of your um
[05:34:06] website performance but what apart from that search console will help you out with is see when you create your website search console account it gives an indication to the Google bot and crawler that you know there's a one website that
[05:34:18] that has been created and now the Google so for your SEO ranking it is very account because if you don't create a search console account it is it will be very difficult for the Google's bot and crawler to know that okay there's a
[05:34:31] website that they should go crawl so there's like an entire process of SEO search console account Google will get an indication that okay there's a new website in the market now what they do with this information they send their
[05:34:43] bots and crawler to crawl your page okay why Do they crawl your page uh to understand what kind of website it is. So they crawl all the pages of your site then they store that website's data and now next time when anyone searches
[05:34:56] anything related to your brand okay and if your website is well created it is SEOfriendly it will rank your website on the search engine result page. Okay. So this step is done so that when when you create a search console account it let
[05:35:08] there's a website that they need to crawl. Okay. Otherwise it's very difficult for them to also understand right and um also if there's any problem with your website uh with respect to SEO they will flag it on your search console
[05:35:23] account okay for example can you see so here my like my for my Google search console account they have it it shows that they have indexed four pages and they have indexed they have not indexed two pages what do they mean by indexing
[05:35:36] indexing is basically they have stored the database for for two pages and for haven't done it. Okay, can you see what's the problem? So they have told me why they haven't done it. Okay, so there's some problem with 44. 44 is
[05:35:49] basically page not found error. So they could find that error of 44. Then there will let you know if they're not if if they're not indexing any of your pages, they'll let you know what is the reason behind it. Okay, apart from this, so um
[05:36:05] let me [clears throat] you can go to your overview and it gives you an idea of how your website is in general performing. Okay, like this has just started tracking data from uh
[05:36:17] February. Okay, I don't have like lot of data. This is more with respect to impressions I've got, how much clicks I've got, what is have been my average CTR, average position is where my website is ranking. Okay, higher the
[05:36:31] average pos like lower the average position it will indicate higher is your ranking. Okay, so this should be good basically. Okay, then here it will okay the queries for which people were able
[05:36:46] to find my website. Okay, so ideally I'm the only one who have searched for this searched for this particular query and after that they saw your page. Okay, the people have visited most. So it's been the homepage. People are visiting
[05:37:00] from which country? So now if you can clearly see it's from India but yes my website has got some impression from US, Vietnam, Brazil, Costa Rica and all. Okay. Even in India if you want to know specifically go inside it and you you'll
[05:37:13] get some basic data. Okay. Then people are coming to my website from which device, what kind of searches again daybyday performance is also something that you can check. Okay. You can do some URL inspection. URL inspection is
[05:37:27] particular page of your site or not. So for example I want to see it for uh for example I want to see it for uh can just check once
[05:37:50] indexed. It's it's all good is what it's trying to tell me. Okay. Uh by the way account you have to come here and submit your site map. What is sitemap? Sitemap is more of like a road map for your website. So see imagine if you you tell
[05:38:04] me that imagine I'm the bot and crawler by Google and you tell me that okay I've created my website please go and crawl it and store the database and in future please rank my website it if if you feel it's well optimized. Now the problem is
[05:38:19] like imagine I'm the bot and the crawler over here. Uh the problem is that if if the website is very complicated like how would me as a bot and craw crawler would know that okay uh from where to navigate what all pages are there how to crawl it
[05:38:33] I wouldn't understand right so imagine sitemap is nothing but a road road map consists of all the URL which are there on the website so you are giving like a file to them that okay this is this is the uh these are all the pages that you
[05:38:47] need to crawl okay uh like if you're a website like Amazon Myntra which has so many pages pages how the crawler would know where to start where to end it's very difficult to go right so you have to give a sitemap link which is like a
[05:38:59] road map if you want to ever by the way sitemap ideally gets automatically sitemap ideally gets automatically created but just in case uh if you know like if you know if you want to see the site map for your website you just have
[05:39:11] to write your website and then say dash xml xml uh sometime dot sitemap let's see uh sometime dot sitemap let's see it should idally
[05:39:29] Let me just go to my back end to show this to you guys. Wait.
[05:39:45] find the URL. So what I can do? I can go over here and show it to you. How does the URL look like? So, see there's a sitemap thing.
[05:40:01] you. Yeah. So, can you see it is listing down all the URLs that one should crawl. Okay. Now, this page has like multiple URLs. So, it has just clubbed everything into one. See this? See this, right? So it is more of like a
[05:40:15] road map for your uh crawlers to know okay what are the pages that they need to crawl. Did you understood the importance guys? Without that it's very difficult for the crawler to understand and like if you
[05:40:28] don't submit the site map there's a good chance some of the pages won't get indexed. Indexing is basically storing the database of your website content. the database of your website content. Did you understood this?
[05:40:41] Did you understood this? Yes. No. when you ask the like once you submit your site map guys, see for an
[05:40:53] e-commerce brand or for any other brand, there might be some pages on your crawlers to crawl. Okay, now why wouldn't you want the crawlers to crawl? brand. Let's say you're an e-commerce brand.
[05:41:07] Would you want the crawler to crawl your uh add toart page or your customer information page? No. Right? Don't you think your customer information page shouldn't be crawled by the crawlers as well? Guys, do you agree? So like if
[05:41:21] want the crawlers to check the order detail page or the add toart page or that has all the customers information. Even the crawler shouldn't crawl that, some pages which are in development. It has not been created entirely. Now
[05:41:36] ideally such kind of pages you shouldn't allow the crawlers to crawl. So how crawlers know about it? What you have to do? You have to create a file called as robot.txt file. Okay. Uh what exactly is
[05:41:48] a robot.txt file? Basically it looks like uh let me just show this to you. Wait, I'll have to go back.
[05:42:06] if it's here then I'll try to show you otherwise we can check somewhere else. otherwise we can check somewhere else. Uh uh uh
[05:42:32] there is some issue. Um, I was just trying to show you the robot.txt file. Give me like 2 minutes.
[05:42:47] robot.txt file. Give me like 2 minutes. [clears throat] another section. Not sure why it's not appearing right
[05:43:01] Not sure why it's not appearing right now.
[05:43:39] reflecting. Uh like just give me 2 minutes. I'll try to figure out otherwise I can show you another section. another section. Uh-oh.
[05:43:58] Hm. Here. So there's something called as robot.txt file. Sorry, I was not able to remember where need to be navigated. So here uh basically a robot.txt file like right now the robot.txt file. Okay, can you see this?
[05:44:12] So basically it's a code uh which says first thing user agent is equal to okay you know this condition is applicable for all the search engines in general. Okay. And now you have to tell here in this that what are the pages you
[05:44:27] don't want the crawlers to crawl. So how would you let them know is you have to enable this. Okay, this remains the way it is like asterric is equal to WP like >> And with that we have come to the end of our course. We hope this course helped
[05:44:42] you understand how paid campaigns work and how businesses use them to maximize ROI. And if you have any doubts or question please feel free to ask them in the comment section below. Thank you guys for watching this video.