Digital Marketing Analytics Course 2026 - Full Breakdown & Transcript

[00:07] what they're clicking, where they are dropping off, and whether your marketing campaign is actually making money. And that is exactly what measuring success everyone and welcome back to Simply Learn. In this video, we will learn how

[00:21] digital marketers measure campaign performance using web analytics, Google Analytics, KPI, ROI, funnels, tracking tools, and reporting dashboards. This marketing is not just about launching campaigns. If we do not measure the

[00:35] campaign worked, which channel brought traffic, where users lost interest, or whether the money spent on ads actually generated returns. Analytics helps marketers move from guesswork to datadriven decisions. So in this session

[00:48] web analytics and why it is important for tracking website visitors, sessions, page views, traffic sources, user behavior, conversions and campaign performance. Then we will explore Google Analytics and understand how it helps

[01:02] marketers analyze different traffic channels such as direct traffic, organic traffic, paid campaigns, referral traffic and social traffic. After that we will move into KPIs and marketing funnel metrics. We will understand the

[01:14] difference between KPIs and metrics and look at important measurements such as conversion rate, CTR, CPC, CPA, customer lifetime value, cost per lead, retention rate, bounce rate, page views, reach,

[01:27] impressions, engagement rate, and exit rate. We will also learn how tools like Crazy Egg and heat maps help marketers understand where users click, how they move through a page, and which sections of websites need improvement. Next we

[01:39] will discuss ROI, ROAS, post campaign analysis, e-commerce funnels and understand how users move from website visit to product view, add to cardart, checkout, purchase and revenue. Finally, we will move into practical

[01:53] implementation using G4, Google tag manager, UTM tracking, event tracking, pixel tracking and locust studio dashboards. We will also understand how marketers use tracking pixels from platforms like Facebook, Google ads and

[02:07] performance. So by the end of this video, you will understand how to measure digital marketing success, track campaign performance, identify funnel drop offs, calculate returns and build reports that help improve future

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[03:13] move ahead, here's a quick question for you. Which tool is commonly used to manage tracking codes and fire analytics tags without repeatedly editing website code? Your options are A Google Tag Manager, B Microsoft Excel, C Canva, D

[03:26] WhatsApp. Comment your answers below. >> If you talk about analytics, if you see >> If you talk about analytics, if you see analytics basically means uh whatever the data you have, right? Whatever the data you have, it is simply

[03:43] the process of measuring anything, right? Then analyzing anything. Once you have a measurement, measuring, analyzing and reporting, these are the three important things. So whenever someone is asking

[03:58] that what is analytics in digital marketing point of view, so you can say that it is a process to analy uh measure the things, analyze the things and data. Right? Because we are studying about

[04:12] digital marketing, paid campaigns and uh analytics. So it is basically connect your internet data. Okay? So this is basically your uh some overview for analytics. No. So, so web analytics basically as

[04:29] No. So, so web analytics basically as mentioned it is a way of measuring, analyzing and reporting internet data for understanding and optimizing web usage. Right? Once you have a data, you will analyze, measure,

[04:44] extract the report, understand the things and based on that data, you will optimize your performance, you will optimize your web page, you will optimize your campaign. Okay. So basically it is very helpful to

[05:00] basically it is very helpful to understand your uh analytics data and it understand your uh analytics data and it helps you to basically predict future forecasting take decisions

[05:12] solve uh employee problem problems whatever you have right so it provides whatever you have right so it provides you the specific insights right as per the user interaction right so whatever

[05:26] the data you are getting from analytics. It is basically on the behalf of user It is basically on the behalf of user and how the user has performed on your campaign when they come to your website or when they come to your

[05:39] Facebook campaign or whenever they come to any of the channels, how they are taking action, how how they are engaging in your platform, right? So web in your platform, right? So web analytics let you know these things also

[05:54] analytics let you know these things also based on those data it helps you to based on those data it helps you to decide or basically helps in datadriven decide or basically helps in datadriven decisions right why so that you can pro

[06:06] decisions right why so that you can pro improve your online performance okay so is this clear the very basic general overview what is web analytics is basically your measuring analyzing and reporting the data so that you can

[06:18] understand Where the people are getting engaged, where the people are not getting engaged, how much time they have spent, how much time they have uh spend on you know filling the form, what are the bounce rate, what are the highest uh

[06:35] spend page time, right? So you will see and based on those data you will uh improve your online performance. So it helps you to make decisions also, right? helps you to make decisions also, right? So this is a very general overview of

[06:50] So this is a very general overview of web analytics. Okay. Now we can proceed web analytics. Okay. Now we can proceed to the next part.

[07:09] account. So it is very important to understand what are the important attributes or elements involved in account creation process right. So uh it

[07:21] helps you to understand the views and filter. You can set up the views and filters. Why? Because the options are already provided there. Based on filter you can see if you want any specific range of data for suppose for past month

[07:38] range of data for suppose for past month for 1st May to 31st May. So you can easily filter from the date channel. Then if you want to select what are the uh important channels from where my campaign is performing. You can also do

[07:53] campaign is performing. You can also do these thing in setup use and filter. these thing in setup use and filter. Then you have read basic reports. So every analytics account is having their by default report right why I'm saying

[08:07] by default report because once you have a analytics account you will see they will provide some basic data like average number of users average number of sale uh it is increasing or decreasing from

[08:21] month to month or week to week. So it is basically your analyzing your basic basically your analyzing your basic report. Then you have set up dashboards. report. Then you have set up dashboards. So dashboard if you see dashboard. So

[08:36] So dashboard if you see dashboard. So here you can set up dashboard by doing customization. Right? You want I don't I want to select from uh past 6 month and I want to see from organic channel and I want to see

[08:51] from US location. Right? So you can set up a dashboard in an analytics account. up a dashboard in an analytics account. Okay. Then next you have perform a fundamental analysis. So this fundamental anal analysis and basic

[09:06] fundamental anal analysis and basic report are parallely the same. Right? So fundamental analysis will give you that yes these are my campaign users which are coming every month. Suppose let's say 500 users are coming. Last month it

[09:20] was 450 before that it was 555. So if you see the average you will find that average around 500 users are coming. So that comes under your fundamental that comes under your fundamental analysis. Right? Then the most important

[09:35] part set goals. Right?

[09:51] Whenever you create any campaign, launch any campaign, it is very important to any campaign, it is very important to have a specific goal or you can say the result mapping. Okay. Suppose I have a website. I'm selling suppose digital

[10:05] marketing services. So my goal is to see how many people are uh taking digital marketing services from my website or from my campaign. So definitely I should

[10:17] have some form type you know contact us form will be there. So from from that form I will analyze that if someone is coming and filling the form they reach coming and filling the form they reach to destination page and I have my

[10:32] achieved I mean the contact users how many how many of them have contacted to show some interest but it doesn't mean that those people who are filling the form they will take the survey suppose 100 people are filling the form okay and

[10:48] out of 100 people 70s are showing interest and uh only 50 50 people are converted means they have done the payment right this is about a goal then

[11:00] if you see from e-commerce point of view so basically it is your what revenue how much revenue we are getting right then next we have track campaigns and

[11:13] then next we have track campaigns and their performance of course so whatever the campaign you have suppose Facebook campaign or YouTube campaign or you can say Twitter campaign, Google ads campaign, right? Or Instagram campaign.

[11:28] You can track the campaign performance through analytics account. Okay, is this clear to everyone? Any questions still here regarding analytics here regarding analytics concern?

[12:18] I will be taking practicals and will show you how to evaluate these things next week. Okay. Right now it is just a basic and fundamental theory type of information. In between I will show some samples to you. Okay. And I will I will

[12:35] also show you how to create an account for any of the website and from there you can take up and you should also have some uh insight. to analyze them. Okay. some uh insight. to analyze them. Okay. Then we have buying funnel.

[12:51] funnel, so you first we need to understand what is funnel, right? So understand what is funnel, right? So anyone any idea what is funnel?

[13:24] marketing objective, steps to purchase. Very good. Yeah. So, all of you have a basic idea about the funnel. So basically in one line if I if I have to say it is basically a step which Puja has mentioned right the step right one

[13:40] by one how the people are reaching to complete your objective how the people complete your objective how the people are moving to buy anything. So if we if we see in terms of digital marketing point of view. So here the objective is

[13:55] to get leads or get revenue from different steps. That is the definition of funnel here. Okay. Now

[14:07] so let's see what are the steps here in uh buying funnel. Buying basically means talking about the revenue point of view and of course the lead point of view. So it is your marketing concept that let you know how the customers are reacting

[14:24] before any purchase right before moving to the final destination. What are the road map or what are the steps they have performed where they have dropped off where they have lacked where they have shown interest. Right? So it will let

[14:40] you know from the following these steps. Number one is acquisition. Second is behavior and third is Second is behavior and third is conversion. Okay. So if you see these

[14:53] are the important step if you if you want to analyze any type of funnel. So in acquisition part it is basically the awareness right? A for acquisition, A

[15:06] for awareness or awareness through different campaigns. Suppose from social different campaigns. Suppose from social media or from Facebook your customers are getting aware that yes suppose simply learn is a company or a agency

[15:19] which is providing digital marketing services. You have gone through some Facebook media or social media. Then behavior. Behavior basically includes the interest part. Someone is already have the information that uh you are

[15:35] selling any type of iPhone and now they have to decide and show interest whether what type iPhone I should buy either iPhone 10, iPhone 11 and during these

[15:49] behavior customer will also compare customer will also compare iPhone 10 versus iPhone 11 or they check on another website. Suppose you are selling anything from your website let's

[16:03] say abc.com and people are coming to check iPhone because they know that abc.com is the website which is selling iPhone but time website which is selling iPhone but time to time they will also check from the

[16:17] competitor right so competitor here is your flip card Amazon or you just simply whenever you have to purchase anything from flip card definitely you go to Amazon or Misho right to check and compare the things. The less price the

[16:33] better quality right so this indicates the behavior right so this indicates your behavior finally it is the conversion conversion means people have

[16:46] already decided user have already decided and uh they have they're going to purchase the thing by doing add to cart then check out and then purchase by

[17:00] then check out and then purchase by doing a payment. So each of the stage let you know about the how the customers are getting engaged right how they are interacted with the product brand or company.

[17:25] thing I have explained like in the first part is your acquisition means you are raising awareness. Okay. When the awareness there definitely you will able to attract potential customers.

[17:39] Second one is the behavior means already they are active they are engaged with some product brand or company and at the same time they are comparing researching and checking with the friends and your you know other uh other websites. Okay.

[17:55] Then final one is the conversion. So purchase decision right. So these are purchase decision right. So these are the final stages which we can see here. the final stages which we can see here. Now next how the they both web analytics

[18:10] and the buying funnel. So how they are interrelated right? So to understand interrelated right? So to understand funnel you will get these thing in web analytics right web analytics let you know about the stages of buying funnel.

[18:28] already you have a data you will open analytics you will see the insights of the customer the behavior what whatever the preferences they have how they are interacting before purchasing any

[18:43] product right based on that data you will decide what next strategy I have to take means the data driving decision it is basically

[18:56] for the user that yes Now I have all the option. I'm going to purchase iPhone 10 option. I'm going to purchase iPhone 10 and iPhone 11. Okay. And uh I have checked with Flipkart also, Amazon also. And I think Misho is the best one. And

[19:10] I'm coming on Misho. I'm just going to purchase a thing because it is also very uh little bit cheap and the quality is more right. So in this way you can

[19:23] more right. So in this way you can uh decide the data and let you know about the steps of the funnel. So here you can see we have an example of Google you can see we have an example of Google merchandise store right in this you can

[19:36] see the online campaigns you can track sales data and also the unoptimize the marketing effort. So let me show you

[19:48] Google merchandise store. So like So like uh I have to say here. So simply uh I have to say here. So simply let me first open the website.

[20:14] and uh here you will find the information of all the products. This is just an example which is mentioned in PPT right men's fashion, women's fashion, lifestyle, right? So now you have various option and uh you

[20:32] now you have various option and uh you can see how to analyze online can see how to analyze online advertising campaigns. Right. So for to advertising campaigns. Right. So for to this is a website but to analyze any

[20:44] performance of any website you need a campaign either you can use Google ads data or you can use analytics data right so right now we don't have any Google ads data for this but we have analytics data like this one if you see right here

[21:03] you can see what are the important products which are being purchased how much revenue revenue we have generated. So this is just a basic overview So this is just a basic overview regarding the campaign I mean the uh

[21:17] revenue part how much for this particular period it is achieved right so I will come later to analytics part to explain in a detailed version okay

[21:32] to explain in a detailed version okay so now so next one is what are the benefit benefits of web analytics. So uh if you

[21:44] talk about the benefits few most of the benefits I have already discussed with you. So let's go once again to see the exact benefits. So first of all through web analytics it will benefit publisher by what refining your target audience

[22:01] right. So in Google ads like you have analytics data you will see what type of audience are coming from date range of suppose 15 years to 40 years. So you

[22:13] will have an idea that yes from these type of target audience people are coming right. Next one is e-commerce. So just now we have shown one example I mean the one website

[22:28] one example I mean the one website regarding your uh Google merchant right. So it is your e-commerce website and it helps your shopping campaigns to boost five in terms of getting revenue right. So through web analytics you can get the

[22:46] So through web analytics you can get the idea of what are the insights for the shopping how the people are purchasing the things what are their habits what are the important products from past few months that is sold average on a uh

[23:02] average basis right and uh you can optimize the selling strategies for those product or for those pages is right and you can optimize your campaign

[23:16] right and you can optimize your campaign in the same way based on the insights. Next you have web analytics let you know about the campaign performance means how much you have achieved and yes the decision to

[23:32] take any enhancement in the website design. So uh it is very important if and they are not able to find some specific options of doing contact us or

[23:46] add to cart definitely it is something that people will be you know not purchase from your website. So at that point of you have to see why the people are leaving the why the bounce rate is increased then you can understand that

[24:00] have to change the button. I have to include some CTA quick action so that include some CTA quick action so that people can click and come. Right? So these are the benefits for web analytics.

[24:16] analytics. Now we have web analytics tools. Right? So we have three tools Google Analytics, Adobe Analytics and Web Trends. And Adobe Analytics and Web Trends. And basically uh the they the all three are

[24:31] important tools but uh Google Analytics is the basic and it is a free tool where you can experiment do the research analyze the data and

[24:45] evaluate your campaign for performance in an easier way because it is free. Okay. Most of the agencies are using Google Analytics and u you can also

[24:59] analyze the uh important insights from there. Now before moving to the web analytics tool part uh anyone any idea of using Google Analytics

[25:15] I think you must have heard but Himmani Vijeta you must have heard but Himmani Vijeta Puja have you used Google Analytics Puja have you used Google Analytics guys?

[25:41] already have heard about analytics. So in short form I can say uh Google Analytics is a report card of your campaign simply. Okay. So you can you

[25:54] campaign simply. Okay. So you can you can see how to analyze Google Analytics can see how to analyze Google Analytics and uh in fact you can also create Google Analytics from your site in the last session I guess in paid

[26:08] strategies I have shared the steps in this one also I will let you know how to analyze the Google Analytics tool how to create it how to install a code how to evaluate a performance okay so let's go one by one in uh web analytics tool or

[26:25] simply Google analytics tool we can track the report for page views unique visitors bounce rate and time on the site so let's take one by one page views

[26:37] okay so if you see see page views so first of so if you see see page views so first of all

[26:49] the dashboard will be something like this when you open first time. >> Okay. So you can see here active user event count key events purchases right

[27:04] event count key events purchases right and the first part is page views. So to see the page views so you have to go to the report section which is coming on the left side. Click on the report.

[27:25] And then you can come to

[27:42] Okay. So here you can see the page views that how much page views are there for homepage it is 91,000 something for shop

[27:55] apparel men's page it is 14,000 right and here you can also sort on the basis of descending order or ascending order suppose I'm clicking here so it is

[28:07] having a ascending order so let's move to descending order the highest one. Then you have the shop page of 14,000 respectively with some

[28:22] figure. Then check out page means people are purchasing. Then you have shop clearance. Then search page. So these are the page views. You can see how much uh how many page views for a particular page is

[28:34] being there from the user site. Right? Now the unique visitor. Unique vistor means single one visitor. It's not a repeated vistor. So for this

[28:48] you can come here. You can go to the user acquisition.

[29:01] see 83,000 something. We have our total users. And out of these total user we have 76,000 new users. So estimate if you take the estimate from 83,000 we have 76,000 new people new user new customer

[29:19] around 90% more than 90% people are coming right only 8 to 10% are repeated coming right only 8 to 10% are repeated customer right so we have a insights of total users from here which is unique right now you can sort on the basis of

[29:35] channels like from direct how much we have from direct then from organic and cross network. So for all these channel I will explain one by one in our next uh session next week in the p while doing the practical. Okay.

[29:52] Next we have bounce rate. Okay before moving to bounce rate can Okay before moving to bounce rate can anyone tell me what is bounce rate?

[30:13] bounce rate? You should have an idea. You Repeat users, returning users are different.

[30:50] reflect your bounce rate. So let me tell you you have another without taking action but it is another without taking action but it is on the page another page and website

[31:03] card a little bit. So very simple example you know when you put a check in suppose SBI bank it get bounce the same thing I went to your website I reach you

[31:15] to your website and get back I click on your page I can see yeah nothing is your page I can see yeah nothing is let's go back without doing anything moving back without doing any action this is called bounce rate right so you

[31:28] have mentioned all the examples that are related I can understand clicking on related I can understand clicking on another page so like Uh let me just another page so like Uh let me just clarify to all of you.

[31:58] have clicked on suppose the first result this one. Okay. Now I can come here. Uh I can't find anything is interesting. I click cross button. This is called bounce rate

[32:11] button. This is called bounce rate simply. Okay. Yeah. So now you can ask me sir where I can see the bounce rate right. So it is

[32:24] very important from your campaign if someone are coming because it takes a very you know you have to make an effort to make people to come on your website but when they come and go back it is very you know irritating or you can say

[32:39] it's very unexpecting. So it is very important to analyze why the people are going back what are the thing which they can't find why they are not staying on the page on my website or my uh blog page or any page right so

[32:55] you can also you can find bounce rate from here so in traffic acquisition

[33:19] here because uh you have to create through filter you have to do some customization right so let me try from here you can click on the plus line

[33:32] here you can click on the plus line then dimension.

[33:44] will come in your metrics part. Okay. So, right now it is disabled for me. But So, right now it is disabled for me. But whenever you have any, you know, uh own ID, you can check from there. So let's say I'm going to my analytics website.

[34:41] Suppose this is a report I have. Okay. And I just want to see the bounce rate. And I just want to see the bounce rate. So, so once you go to traffic acquisition and uh you have to do a filter from here

[34:57] and uh you have to do a filter from here and then you can type B O U and then you can type B O U again it is not in build here.

[35:24] setup basic views and filter this is have any idea where is the bounce rate is so again

[35:57] here you go and uh it's a matrix. So I have to add another matrix suppose let's say bounce.

[36:10] let's say bounce. Yeah you go guys bounce rate you can see Yeah you go guys bounce rate you can see in the matrix part. Okay. in the matrix part. Okay. Apply here.

[36:28] I have to save the data to the current report. report. Save it. Got it.

[36:41] Now you can see here bounce rate is now showing. 100% bounce rate is coming from paid search and from organic social 33%.

[36:56] search and from organic social 33%. And uh 37% from direct right. So you can see that uh from which channel you are having the bounce at highest. So 100% this means people are not exactly coming because we don't have exact uh more

[37:12] number of data but still you have a figure here you can analyze that why the figure here you can analyze that why the people are leaving okay

[37:25] account I will show you again uh in practical way how to check uh filter bounce rate right but this is just an overview for you to but this is just an overview for you to understand how the people are coming and

[37:38] in the same if I want to see from here let me see now it's not allowing me to do anything extra that's fine

[37:52] then time on the site so you can also see how much time they have spent in terms of engagement rate or engaged session through Google Analytics next we have uh Google Analytics and its benefits. So already we have taken this

[38:07] up. Okay. So it is a tool for measuring your website traffic and performance and or in other words user behavior right and this is very important. It is a free service. You need not to pay anything for Google Analytics account. You can

[38:21] create any of your website right any of your blog any of your campaign. Next uh why the agencies and organizations using analytics right so that so that they can see how much how many people are coming to the website on

[38:37] daily basis on monthly basis on quarterly basis or on yearly basis then you have the most page viewed by the you have the most page viewed by the people right so how much what are the

[38:50] many times so you can sort it by descending order the time they have been descending order the time they have been spent and also device right device means they are coming through desktop or through mobile phone or smartphone to

[39:04] through mobile phone or smartphone to tablet right so these are the some attributes that agencies are uh measuring for their KPIs then also uh agencies organization can use

[39:19] Google Analytics to track the success of your online campaign like your Facebook your online campaign like your Facebook or Google ads right and from those insights and from those tracking they can take a well informed decision that

[39:35] what are the improvements they need to take what are the drawbacks which are being faced by the people on my last campaign. Okay. So this is we have then advantages. So we have various advantages. So first

[39:50] So we have various advantages. So first of all uh it tracks online traffic right. So Google Analytics is basically for tracking an uh traffic data the user number of user new user returning user. Then behavior this is important.

[40:05] Behavior means how they are acting how they are engaging there to to move to the next page. How much time they have stayed? How much uh you know

[40:17] what type of people or the age group people are coming. Right? Then it tracks people are coming. Right? Then it tracks offline to online behavior. You have a data report already. And the most important it can improve your

[40:31] online advertising. Advertising means advertisement, your PPC, paid campaigns, Facebook campaigns, Instagram ads, right? right? And it also improved your search engine

[40:44] And it also improved your search engine optimization, right? So SEO is also very optimization, right? So SEO is also very important and uh most of the agencies even me also take the help of anetics

[40:56] even me also take the help of anetics daily to analyze where my page is moving from customers point of view how much time they have spent then track getting the revenue which you are getting and then segments website

[41:12] getting and then segments website visitor so already I told you that So segments website vitor means your customization part just now I have done customization part just now I have done bounce rate filter right I can also do

[41:26] like from which particular region the people are coming so let's say people are coming so let's say this we have this is the data okay I just want to see from which city people are coming simply I use filter for city

[41:41] are coming simply I use filter for city here

[41:57] say country because it is international. So first you need to understand from the So first you need to understand from the which country.

[42:09] if I sort on ascending order or descending order. So you can see these are the countries which people are coming

[42:24] have mentioned segment website visitors okay okay so we have done with Google antics part uh from theoretical point of view any questions still here please let me know so that I can move to the next PPT

[42:39] next part we have And on 8:20 p.m. we will take a break of And on 8:20 p.m. we will take a break of 10 minutes. Okay.

[42:53] >> Okay. So any questions still here regarding analytics part? Oh, we are good to go. Can we move to the next part? Next PPD.

[43:26] So, next one we have uh just a minute. Just a minute. Yeah. Okay.

[43:43] metrics right so before moving to KPI and metrics you all know what KPIs are or just let

[43:55] you all know what KPIs are or just let me know in your mind what is KPI at this me know in your mind what is KPI at this stage any idea

[44:11] Puja Karthik any idea you guys have

[44:23] Okay. Conversion rate correct. This is one of the KPI part. Correct. Puja,

[44:54] >> impression, views, CTA, CTR, Himmani almost uh yeah correct but you know uh we have divided here KP and matrix Okay. And Karthik uh what you have mentioned? Let me see.

[45:15] through rate and CT is also part of KPI in your campaign because whenever someone talk about Google ads, so CPA, CPC is important, right? So already you guys have an idea about KPI there's no issue, right? But what we have done here

[45:29] we have simply you know updated in a some matrix form or updated in a some matrix form or detailed version in short form. You can detailed version in short form. You can see KPI means at broad level like how

[45:43] see KPI means at broad level like how the business is going right and what is the lead here. Okay, just uh I can see uh

[45:59] has mentioned conversion rate correct. Okay. Or the business goal revenue one line answer revenue 10,000. Conversion rate 20%. But in matrix you

[46:11] Conversion rate 20%. But in matrix you have a specific action. So like uh in have a specific action. So like uh in matrix you have your uh from Japan 20% people are coming. So this is specifically the detail for you right.

[46:23] specifically the detail for you right. So let's move one by one. So KPA are the quantifiable metrics to analyze the success of a project or business. That's why I have mentioned how much revenue whether project is successful or not yes

[46:37] or no. Is it revenue? Is the revenues more than one lakh or less than one more than one lakh or less than one lakh? Yes or no? Right. The KPIs. Okay. Now the type of KPI. So here we have a filteration for all of things. Now in

[46:53] type of KPIs the quantitative indicators like represent data in numbers like Puja has mentioned conversion rate. So quantity means number data number 10% conversion

[47:08] means number data number 10% conversion rate 20% conversion rate or $50,000 revenue from last month right so this is called your quantitative indicators it means in a quantity next you have qualitative indicators so qualitative

[47:23] indicators as a name mentioned the quality type of leads it represents the quality type of leads it represents the actual data textual form means the leads you are getting suppose I'm uh someone is filling a form of your

[47:38] on the form of your website in the contact us form there are 50 forms right 50 people have done submission most of the people have done for test and tri purpose high test right in the comment part but out of 50 you have 20 or 25

[47:55] actual data means they are having some issues like I want to look for another iPhone could you provide me a sample for is when it will be stopped right something like this. So that comes under your qualitative indicators.

[48:22] basically what are the things lack as compared to the past one past ones means compared to the past one past ones means right now in the May month I have 20,000 right now in the May month I have 20,000 20,000 uh dollar suppose revenue but in

[48:35] the last month I was having 30,000 in the April month I was having 30,000 revenue generated and the May month I having 20,000 revenue generated why this difference is of 10,000 means it is a drop first of all and the difference of

[48:50] drop first of all and the difference of that 10,000 can be achieved by knowing the exact difference. There can be many reasons like product might be not in stock. Secondly, your competitors has taken away with you. Third, you have a

[49:03] bad quality of products. Fourth, you have a bad review people are giving that's why another people are not coming to your website to purchase. Okay. So, it comes your lagging indicators. Then you have leading indicators.

[49:18] Leading indicators means the data already you have already you have every month you are having 20 22,000 revenue in the April month you have 25,000 suppose in the March month you

[49:31] are having 23,000 so average you can see there's a average of 21,000 per month so it helps you to understand that in the upcoming month like June July August or

[49:44] till December you definitely have some range of $21,000 of revenue. This is a forecast, right? Based on the previous data, you can see that yes, as per the old data, I have taken an average of past 6 months, I'm

[50:01] taken an average of past 6 months, I'm predicting or I'm anticipating that my next range of total revenue will be something around $23,000. Right? So something around $23,000. Right? So through KPIs, it helps to forecast your

[50:15] through KPIs, it helps to forecast your future trends. Okay, input indicators. So input means what are the input we are

[50:30] providing as per the availability of our resources right. So it is also a part of resources right. So it is also a part of KPI right and how much extra resource we have to take. Suppose how much extra human

[50:45] how much extra human help we need to complete some additional order or fulfill the stock how much extra resources I need. So that comes in your resources I need. So that comes in your input indicators. Then output indicators

[50:59] the result basically final result of any process lead revenue right or you can say success of a business. So basically this is the final result your

[51:12] output indicators. Then you have process indicators. Okay. Then you have process indicators. Okay. So basically uh process indicators

[51:24] So basically uh process indicators uh in between the processing of your any campaign or any type of you know the data you have how the communication is there with respect to your business is it fruitful or not right is it effective

[51:40] from business point of view not do you need anything to enhance it do you need anything to improve it do you need anything based on the face uh feedback back because most of the time you have you are having a bad feedback right

[51:54] people complain also. Okay. Then you have directional indicator. So directional means uh it basically let you know about your competitors

[52:06] performance. Competitors where they are standing where are you standing and it will let you know that how much improvement you need. Suppose Flipkart and Amazon they are similar type of website. Flipkart,

[52:19] are similar type of website. Flipkart, Amazon, Misho they are all competitors with each other. Okay. So it will let you know about the directional indicators means what are the performance of my campaign or my website

[52:33] as compared to my competitor in the market.

[52:51] Next we have practical indicators. So basically it is used to enhance your process based on the current challenges. So might be you have a very good uh outlet or perform of your website process but still you can feel or your

[53:07] customer can feel some challenge like when they are filling the form they are not able to submit right or sometimes after filling the form capture code is not working they are taking reloading

[53:20] reloading again and again right so this is called challenging of existing uh improvement Okay. Then you have Okay. Then you have actionable indicators means ability of

[53:35] actionable indicators means ability of an organization how they can do an action to improve any existing process. Might be people are demanding uh 20,000 t-shirt from uh uh from your

[53:50] website. You don't have any stock. So it is very important for your website or the owner or the service provider that it should have to be there in the stock it should have to be there in the stock as soon as possible. So for that for

[54:05] that action what your agency is taking how the organization is performing that action right it indicates the ability of that organization also right then we have financial indicators. So basically

[54:19] financial indicators. So basically financial means whatever the whatever the uh budget you have totally you know acquired for particular campaign or particular web page or overall website it deals it comes under

[54:33] your financial indicator. So overall these are the KPIs where you can uh these are the KPIs where you can uh manage map measure and decide the data.

[54:45] manage map measure and decide the data. Now some of the example of KPIs Now some of the example of KPIs like you have employee turnover rate right customer retention rate how many times your customers are being retained

[54:57] there so very good example like Flipkart and Amazon every time we go and purchase from Flipkart and Amazon why because they are well-known brand they are reliable they are trusted of course some 1 to 2% 10% are have a bad review but

[55:12] still they have a very good retention retention rate then lead conversion is one of the example of KPI or conversion rate then you have return on assets how much return you are getting you have CLV customer's lifetime value suppose any

[55:29] customer who is purchasing since five years average value is $10,000 he's purchasing from your website so you can see what is the average lifetime value by doing a prediction then you have a CPL cost per lead how

[55:44] specific lead which you have decided in your campaign. CPA is your cost per acquisition. Right? The CPL and CPA part is your for Google ads which you will is your for Google ads which you will study in SEM or paid strategies. Right?

[56:02] Next we have matrix. So we have done with the uh KPIs. Now we have a matrix. Right? So matrix means number simply quantitive

[56:14] matrix means number simply quantitive measures basically to analyze the performance of your business that comes under your matrix. Right? Now we have different type of metrics. Number one viewership. Okay. Or simply

[56:29] you can say views. Number two you have engagement. website. how much for how many time they are eng they are getting engaged. Then you have a matrix for lead based. Lead based means the people which are

[56:45] coming through add to cardart and doing check out and purchase. So this is a segment of those customer who are doing add to cardart basically lead based. Next one is the sales. Sales means the purchasing part means they have done all

[56:59] purchasing part means they have done all the uh funnel mapping all the things simply they have click on the purchase and they have uh you know uh taken an action for that button and of course business is also a

[57:14] key consideration for metrics here. Then your goal. Goal means if you want to just have a specific insights from contact us page. So 50 people have submitted a form and 30 have been converted. So of course I can see 30

[57:29] upon 15 into 100. This will be a goal rate right? Vanity. So vanity here means your data is good but it lacks some actions means people are coming to your website you have suppose 1,000 visitors

[57:45] website you have suppose 1,000 visitors but no action means no purchase no add but no action means no purchase no add to cutart from there. Why? It means you have to improve something. People people are coming and they're not able to find

[57:57] suppose add to cardart button or contact us button. So that comes under your vanity means your data is good but it lacks some actions. Then you have process development. The process which you have you have then

[58:11] project management. uh you have to see uh what are the extra resources that you need to put to improve your project and what your management is deciding that yes to uh improve the campaign or improve any website I need some more

[58:27] extra human help or human effort will be required so that I can have a understanding or can say the improvement in our project management system. Last but not the least, product performance. It is very important.

[58:42] If your uh product performance is not good, suppose people are purchasing iPhone from your website and after 2 days it is having some issues, it's not working. So this is bad impression. So you have to ensure that whatever the

[58:56] service, whatever the product you are providing, it should have a good working stage. Otherwise everything will be a waste. There's no no use of launching a company if your service is not good. Okay.

[59:17] Next, we have uh difference between KPI versus matrix.

[59:30] the basic you know difference is given for your KPIs and metrics. So we can see for your KPIs and metrics. So we can see from here. So KPIs are basically your metrics part which have some specific timeline like one month or two month but

[59:45] metrics are the units of measurement right. KPIs is the overall action right. KPIs is the overall action oriented and metrics basically to drive measurement. Suppose you have organic sale of 10,000 but that 10,000 is coming

[1:00:01] sale of 10,000 but that 10,000 is coming from which area? New Delhi, Bangalore, right? So drive measurement from here from the current KPI. So they are interrelated to each other. Then

[1:00:14] KPIs let you to understand about the key goals, right? Whether you have a whether you have a contact us form submissions, right? But metrics is used

[1:00:26] to measure the specific business process the performance of a specific suppose only the lead part suppose a contact us form I have to measure so matrix will form I have to measure so matrix will let you know out of 100 you have 80%

[1:00:40] let you know out of 100 you have 80% contact us form successfully filled right next we have KPI that you know about the you know decision decision making it is relevant

[1:00:53] to all departments and you have to I mean uh it's a high level perspective but overall decision right a big decision as I have mentioned project to is successful or not leads

[1:01:08] are coming yes or no right but in matrix part it is basically related to your contextual basis business activities so it is having various department various launching a campaign and you have to analyze the performance for each

[1:01:23] department like paid, Facebook, organic, direct, social, referral, right? So that it is saying it's a low-level perspective because it is being already

[1:01:39] engaged with specific matrices. specific matrices. Right?

[1:01:58] new versus returning visitor. Okay. And you can see the KPI part, active user, new users, right? And you can see now the metrics

[1:02:10] part the specific channels. It is in detail version. Even you can uh download detail version. Even you can uh download also from here

[1:02:30] right so you can share this reports sometimes you got a option of PDF so you have a you know uh data from here in fact uh I will also take one example how to uh create this uh report data in data

[1:02:45] uh create this uh report data in data studio means lucer studio form. Okay.

[1:03:02] KPI? So in one word how the success is defined. Basically it determines how your success is defined either through your success is defined either through leads, revenue, contacts form overall

[1:03:15] leads, revenue, contacts form overall objective right then transparent system. So you have to ensure that whatever the uh KPI you are having what are the key metrics you are having it should be it should be

[1:03:30] equivalent I mean it should be visible to all of your you know team. It should be clear that they are agreeing on the performance right. The next you have stakeholders right so that they are on the same page right if you have any

[1:03:46] the same page right if you have any option like yes from 6th of June to 12th of June our campaign will be off because of big holiday or Diwali season. So it of big holiday or Diwali season. So it is sharable to everyone in your team or

[1:03:59] stakeholders or if you are having your customers if you are having your campaign or website simply you can do a notification type of thing that we will be closed from this to this date because of the Diwali and holio page that's it

[1:04:12] meanwhile you can contact us from here so in this way you will be in touch with so in this way you will be in touch with your stakeholders team customers right then report KPIs to the team and of course

[1:04:26] whatever the performance you are having of your campaign it should be reportable of your campaign it should be reportable to your team in terms of KPI for so that they can see how we are trending in a graphical form from past 6 month are we

[1:04:40] able to achieve the target or not so it will be clear to everyone then try to improve the performance based on the result of KPI so whatever the data you are getting or the feedback you are getting right from past 6 months or one

[1:04:54] year or two months in fact you can just see the analyze and trend and based on see the analyze and trend and based on that you can improve your what KPIs.

[1:05:12] Now uh next we have uh techniques to measure business metrics.

[1:05:25] So in this we have uh there are some uh techniques which you can measure the performance of your business like prioritize objectives. The goal should be clear right in order to measure any

[1:05:41] metrics or business the goal should be clear. So you have to prioritize your clear. So you have to prioritize your objective. Okay. Next is rewrite objective means to be very smart taking decision you have to rewrite your

[1:05:53] you can see you are aligning with your objectives then you'll have your business benchmark. So let's say whenever you have start any campaign or any website uh performance on the very

[1:06:08] first day you take a benchmark means how much traffic I am getting average how much leads I'm getting how many customers are visiting what are the pages which are performing right so you have a business benchmark

[1:06:30] Okay. So action learning indicators basically if you have any you know uh any changes if you want to do in your metrics or KPI so you can take an action that for the betterment of your campaign it is very important to use some uh

[1:06:44] action and to enhance your uh performance of your campaign to improve your KPI. Then keep measurement plan. Of course um plan is very important. You should have A and B plan both. Suppose you launch a

[1:07:00] campaign and it is not successful. Then what what you will do? You should have a plan B also. Okay. So need to keep updating all these things to measure your business metrics. Okay. Okay. Okay guys. So let's take a

[1:07:15] break of 10 minutes, right? And we will be get back to 8:31 p.m. Okay. example for you see properly. Suppose

[1:07:29] example for you see properly. Suppose this is a website. Okay. Okay. And I can see from here on which platform it is created. Let me just

[1:07:59] okay see this is a website I went to this tool built it with technologies first of all I will see on which platform it is created no this is created in Shopify Again you can say sir it is in Shopify I

[1:08:14] directly. You should have a Shopify version of paid one, right? Only for blogger spot. You have a free free free version.

[1:08:27] Let me show you. Already you have done for blogs in WordPress which is free. For pages, you need to purchase it. But for this one, see for the pages, this is free. If you want to try from here, you can do new page. Can you say here?

[1:08:45] >> Yes sir. >> Right. And if you take any of the you know uh website abc.com definitely it will ask you for the payment. I was studing about how to get a landing page template from that particular tool.

[1:09:00] Whatever you do you just take a copy paste or HTML source code and copy paste here in your current project current page. Right? So this is for page, this is for post. You both have you you have both options in blogspot.com. You

[1:09:18] can try from here. What is the problem? >> Yes sir, I got it. So I have to create the first HTML code. So then I have to paste it from into this tool. So I have to publish it. So the website will create.

[1:09:33] >> Yes, you need not to get HTML code. Simply you have to you have to just write the all the things from here suppose right see and this is the code it's automatically generating here you have come here and just copy it you need

[1:09:47] not to create a code here you have to simply create a page from here right when you copy and paste on your web page which you want first of all see you have to right and uh these are the uh you can get the

[1:10:03] insights from Then you have Salesforce. There are many you know uh tools where you can have this idea. Salesforce it also create a this idea. Salesforce it also create a dashboards. Then you have scor data pine

[1:10:18] inet soft every tool has their own way of representing representing data but you will see the metrics will be near around the same means your uh user around the same means your uh user visitors leads revenue page views right

[1:10:35] simple KPI you have a smart sheet you have right so these are some examples have right so these are some examples Okay. Now, metric tracking tools and software. Here you go. So, first one is the stat counter. It is similar to your

[1:10:51] Google Analytics part, right? And it is little bit simpler also. But uh you can have an idea. Let me show you one example.

[1:11:20] this is a tool this is also paid version. So I have created uh for this. So here you can see it will let you know about a dash uh insight similar to googleics like you can see page use session visitor new visitor right and

[1:11:35] you can see the traffic sources from here. Okay, locations. Since I do not have much data here, but you can see the dashboard. It will show something like dashboard. It will show something like this. Okay, let me show another one. If

[1:11:49] I have Yeah, marketing word. This is the second one I have. So here you can see I have two page use, two sessions, right? And the pages you can see from here blogger spot pages. I always take a blogger spot example because it is under

[1:12:04] our control. I can do anything with the blog spot. I can edit the code. do any blog spot. I can edit the code. do any anything I can do experiment also. So same thing you can follow while creating anything for your website right then you

[1:12:17] have traffic sources you can see direct traffic sessions are two right a location system exit link right so you all have the information in the same way all have the information in the same way similar to Google analytics part okay

[1:12:32] then also there's one more option of heat maps heat maps basically it will basically clicking so it will give you some you know hint that yes on this page people mostly coming on the left side with the upward section because their

[1:12:48] contact us form or CTA button is present or add to cardart is present contact us is present that's why people are mostly clicking there okay so here you can see heat map is here but uh it's in premium plan okay so this is a summary for stat

[1:13:04] plan okay so this is a summary for stat counter and uh how to create it we can also create it's very simple so I will take this upon the practical part next week how to create a stat counter for any website. So I will take one example

[1:13:19] any website. So I will take one example it will be similar to everyone. Okay. heat map tool that record the website activities as I was saying. So heat map

[1:13:34] was there. So you can see basically people clicking here you can see the blue blue mark. So every color has some specific meaning. Blue mark can be your most engaging part. Yellow mark is something which people take in an action

[1:13:48] right. So uh through crazy egg you can see this scenario. whatever the Twitter uh data you have you can see how many people are coming

[1:14:05] and going right what are the insights. Facebook page. So you already have a Facebook. So let's see one example actually that will be much more clear.

[1:14:22] should have a page right and uh suppose I have a page this one. Suppose I have this as well as written page.

[1:14:46] I want to see from here. Now you can see the insights. Now you can see the insights. Uh

[1:15:00] it is asks last 28 days. So let's say for last 90 days I'm taking a big range. So you can see here what are the views that has been taken right and the type of content link based

[1:15:14] then 85.7 people are non-f followers 14.3 people are followers which are following my web page these are the recent post having five views 10 views two views you can see so overall you can see the insight of your Facebook page

[1:15:28] also right you can customize it here you can see the top post if you have like I can see I have five views for this particular post

[1:15:40] on Saturday 30th May right if I want to just open this so it will let you know one click is there right this this was the post I think I have done last week with uh while taking a session for you guys

[1:15:56] right so in this way you have an insights in the Facebook page also also one of the example where you can analyze the things the content part.

[1:16:13] Google alert you already know uh Google alert means whenever you sub whenever you register anything you have a message of you know doing sub subscribe notification you got from Google alert right by having your phone number or

[1:16:27] email id YouTube analytics YouTube analytics so YouTube is also here so if you talk about YouTube analytics it is basically your

[1:16:49] people are coming and uh you can see like just let me show you example directly instead of saying because

[1:17:05] analytics. So some M studio type will appear here. appear here. Here

[1:17:22] of uh a platform. Let's say I have created one. This this is my YouTube AA vision is a channel where basically we post digital marketing updates. Right now you can see

[1:17:38] the channel dashboard, live performance, subscribers, right? What are the comments? Now I just want to see the analytics part. You can come here and see the dashboard.

[1:18:04] You can see here the highest use is 952 for this particular movie review I have given suppose how to track AI traffic sources. So this is the insights you can get for your channel also whatever you have posted

[1:18:19] right you can filter on the basis of audience also. I hope most of you are having some YouTube channel or those who are very you know interested in creating res and other things. So you can check also your uh views and insights from

[1:18:36] also your uh views and insights from there. Okay.

[1:19:05] which basically record the visits of your website sessions and page performance right where people are mostly clicking. So if you see here so

[1:19:17] you can see 734 clicks 10% clicks have been achieved from this particular zone been achieved from this particular zone or section. Okay.

[1:19:30] of the campaigns are here and you can take any of them. So basically everyone knows about they want to use a free version. So you can take a free one like Google Analytics is a free version. We have stats counter. In stats counter you

[1:19:43] have an option of taking a limit up to three. Right? three. Right? Then you have uh KPI dashboard right. So if you talk about KPI dashboards, it is talking about a customized data by

[1:20:00] tracking KPIs and other business metrics. Right? So now uh whatever the data you have and of course you are measuring your KPI but also some other business metrics are very important that helps you to achieve the next part I

[1:20:17] mean the related zone. Okay. So if you see different types of uh KPI dashboard like executive right so it tracks a long-term camp company strategy what are

[1:20:29] long-term camp company strategy what are the executive you have right and it's very important that KPI should be clear to everyone objective should be clear to everyone with your stakeholders also your with your team also it should be

[1:20:42] transparent right then next one is your operational operational okay so operational means your Current current performance simply current performance how the current performance

[1:20:55] performance how the current performance is going right. So it comes under your operational purpose. Then next you have tactical. Okay. So tactical means something which is not going well. Right? It's not possible that 100% of

[1:21:12] the things of any of the website in this world will going well. There always a problem. Even in the flip card also sometimes every time Amazon also right no website is 100% efficient definitely there's some uh some things will not be

[1:21:26] going well just take a simple scenario people are clicking on the iPhone option but they are not able to purchase only out of 100 only 30 people are able to out of 100 only 30 people are able to purchase why because while doing u check

[1:21:41] purchase why because while doing u check out with the payment section that PayPal is loading or KTM or UPI app is loading taking too much of time. So integration technical fault is here right. So this is also one of the KPI metrics that you

[1:21:56] need to agencies are uh agencies need to consider even if you have your own website and you need to consider it. Then analytical right. So analytical basically provides an overview of your data what are the information which you

[1:22:11] are getting from your you know uh the results from of a campaign. So it comes results from of a campaign. So it comes under your analytical part.

[1:22:26] Then you have uh metrics metrics dashboard. Okay. So it is basically evaluates your marketing initiatives through different channel with a specific period of time to measure your KPIs right so like uh different types of

[1:22:41] metrics dashboard number one inhouse use and client dashboard so one is your in-house where all your teams are segmented with clear KPIs and transparent system one is your client dashboard where client can see that yes

[1:22:56] from this particular page from stock I'm getting a good lead right so stock I'm getting a good lead right so here it demonstrate your client KPI specifically right because client is very important for you right and you

[1:23:10] very important for you right and you here the client refers to users right then we have real time data and KPI tracking dashboard so if you talk about real time data so we have an example here in Google analytics it will show

[1:23:25] you real time data every Okay, every time suppose I'm clicking real time overview. Now you can see at the current time how many people are coming on my website. See 63 people in now 30 minutes 14

[1:23:38] people are active. Basically people are coming from US mountain view city right let's move to India

[1:23:51] right let's move to India now in India let's see we have Kolkata Okay. So here you can see in the real time overview how many people are coming

[1:24:04] time overview how many people are coming and performing the actions

[1:24:18] So every agencies have their own dashboard basically the marketing dashboard basically the marketing dashboard there they can analyze the dashboard there they can analyze the performance of their campaign. Simple.

[1:24:30] performance of their campaign. Simple. Okay. and matrix part, right? So, any questions in this one, please let me

[1:24:44] questions in this one, please let me know so that I can take up the next PPD Basically, these are the KPIs and metrics in theorical form. I have shown you one practical example, right? and uh YouTube analytics. So if you take the

[1:25:00] practical example for this like I have to buy a t-shirt okay awareness is my suppose flipkart right interest I went to flipkart then I'm typing summer t-shirt in cotton cotton summer t-shirt this is what this

[1:25:16] cotton summer t-shirt this is what this is an interest okay then desire desire is an interest okay then desire desire means that yes you want to buy something means that yes you want to buy something and you have a data with

[1:25:29] and you have a data with your competitor or your interest like I want a denim t-shirt or I want rebok t-shirt suppose I don't like rebok I like denim t-shirt because I have

[1:25:42] never purchased right so this is a desire and action action means you have decided that you have to purchase that denim t-shirt okay so that comes under your ADA model and you are all going through this ADA model while doing any

[1:25:59] transaction from Amazon, Flipkart, Misho. Okay guys, then we have three-stage model. Okay, three-stage model we have top of

[1:26:13] the funnel or awareness phase. So top of the funnel the funnel TFU, right? Tofu as I was saying the first step is the awareness in the three-stage model it is

[1:26:26] the same thing. Second one is the middle of the funnel mofu or consideration of the funnel mofu or consideration phase means you have an option of buying a t-shirt but you want to consider are comparing the things whether I should

[1:26:39] buy or not whether it will be helpful for I mean good for my uh personality or not right then last one is wfu I mean bottom of

[1:26:51] then last one is wfu I mean bottom of the funnel or conversion phase so this is the last part where you have already already decided and going to purchase already decided and going to purchase the things.

[1:27:09] Are these steps clear to everyone? Puja, is it clear to you? Karthik Puja,

[1:27:27] Next we have marketing funnel metrics. Okay. So there are some metrics in funnel strategy which we have to consider and it's very important. Number one is cost per acquisition which is called CPA.

[1:27:44] First of all it is a part of Google ads right CPA. And the cost per acquisition means the action performed by the people. Suppose they went to you have

[1:27:56] run any Google ads. People are clicking on your Google ads. They come to your website and there there's an option of add to cart. This is an action. So whatever the clicks people are doing on that act to cart that decides your cost

[1:28:13] per acquisition. Suppose out of 50 people only 10 people are clicking. So for 50 people how much budget you have spent and for 10 people how much budget you have spent. So you can divide the things you get a CPA for it cost per

[1:28:28] acquisition. Similarly customer lifetime value. So in the previous slide we were having customer lifetime value means suppose there's a old customer which keeps on coming. He knows about your brand or the website. He keeps on coming

[1:28:44] regularly. Suppose he's purchasing anything suppose a a t-shirt from your of denim suppose and he's purchasing denim every time the summer season. So he's a loyal customer first of all he's coming every time on yearly basis he's

[1:29:00] purchasing around 8 to 10,000 of product. So it's a customer lifetime value from past 5 years he has purchased 50,000 and of course in the next five years you can anticipate that he can purchase more than 50 or around 50,000

[1:29:14] purchase more than 50 or around 50,000 right so lifetime value then you have conversion rate

[1:29:31] conversion rate uh simply I think Puja has already mentioned KPI is a conversion rate. This this was very important. How much conversion rate is there right from 100 people only 20 people are purchasing. So you have a 20

[1:29:46] people are purchasing. So you have a 20 people 20% conversion rate right? Then conversion rate per channel here per channel means different channels you have organic social right. So let me show you uh in antics

[1:30:00] right. So let me show you uh in antics part you'll be having the same thing.

[1:30:25] so you have to come here conversion just a second.

[1:30:41] So you can say here you have an event. Okay. And suppose I am taking Okay. And suppose I am taking let's say default general.

[1:30:54] the purchase part right. You can see here in the in the suppose direct channel these are the channels direct organic okay in the direct channel you are having an revenue of 88,000 something so you can see

[1:31:10] something so you can see 50 50% revenue rate you have out of 1 lakh75,000 right now you can ask me sir where is the conversion rate right so to see the conversion rate you have to come to

[1:31:24] conversion rate you have to come to e-commerce purchases

[1:31:38] Now you can see conversion rate is this one like for this particular product you have 55,000 something and 777 people have purchased so 74 conversion rate but in the PPT it was asking about the

[1:31:54] channel so Let me just convert into channel channel session default channel group.

[1:32:06] Now here you go. Suppose I want to see from paid only paid search.

[1:32:19] Okay. So you can see for paid search for a specific specific item you have this a specific specific item you have this nano banana sweatshirt you have $557 revenue and the conversion rate is around 1.19%.

[1:32:32] Eight products eight items are purchased. Okay. So in this way you can purchased. Okay. So in this way you can map your conversion rate sorry uh conversion rate per channel you can identify.

[1:32:46] Then uh you have CPA cost per acquisition as I told you cost per action means people are coming through some paid marketing campaign and they have clicked on your product and then add toart or simply contact us. Right?

[1:33:03] So this is what you have. It let you know about the spent on marketing to know about the spent on marketing to bring in new clients. Okay. So the formula is total number of conversion and the total cost of marketing

[1:33:16] and the total cost of marketing campaigns. Right. So in this formula you campaigns. Right. So in this formula you can easily analyze the your CPA. So you can see a note here. It is basically the CPA is basically used in paid advertise

[1:33:29] advertisement and email marketing. Right? Like in Google ads we have CPA in Right? Like in Google ads we have CPA in email marketing you have CPA. Okay.

[1:33:44] Then again uh customer lifetime value here right. So it is basically uh it let you know about a revenue being earned from a single customer throughout the throughout his journey. Right. So lifetime value will be the customer

[1:33:59] value how much he has purchased and the average customer life life lifespan right so from five years he's just purchasing right and he will be com he will be continuing next five years because he has already subscribed or

[1:34:15] taken a plan right so in this way you can measure customer lifetime value conversion rate basically is simply your the total number of conversion you have

[1:34:29] received out of total number of funnel entrances means at the end suppose 60 people reached here only 30 have purchased right so out of 60 30 people have purchased means 50% is your conversion rate

[1:34:47] any questions still here regarding conversion Right.

[1:35:12] questions you have mentioned. Yes, sir. Please let me know. Please let me know. I think It is clear.

[1:36:03] mistakes for the brand so it will affect the ads also. See if you make any mistake on any of the calculation. First of all, nowadays we need not to do inside a dashboard. Simply, you have to export it, right? Main thing is how you

[1:36:19] are analyzing the data. Okay? And of course, if you're doing any of the uh measurement while using your brand searches and non-brand searches. So definitely for brand point of view, it will impact right. So these are the

[1:36:33] basic things and I think uh uh for any campaign you have to ensure how much brand brand you are getting non-brand you are getting and most importantly the calculation it is it is by default it is already on a dashboard right

[1:36:49] already on a dashboard right got it perfect

[1:37:05] these are the same funnel which we have discussed in our last slide. So behalf on that it is talking about marketing funnel KPIs here. So tofu was top of the middle funnel where uh in this scenario it is basically uh talking about the

[1:37:22] visitors who are converted to marketing qualified leads. Right? People come to qualified leads. Right? People come to the website and they have reached your main page and they have clicked on some particular action. Mofu model of the

[1:37:38] funnel means those who are converted to subscriber they got a notification every subscriber they got a notification every time and bofu bot bottom of the funnel basically your those subscriber who are getting converted simply. Okay. So this

[1:37:53] is conversion rate example. I think there can be many more example. It is just a basic overview for you. Now, Now, conversion rate per channel.

[1:38:05] conversion rate per channel. Okay. So, uh for each channel, each marketing channel, conversion rate plays a very important role. Number one, organic searches, which is in your SEO part, right? referrals the referral

[1:38:22] traffic you are getting influencers here the influencers means uh which are promoting your product on the behalf of your company suppose let's say uh Virat

[1:38:35] your company suppose let's say uh Virat Kohli is playing with MRF bad so he has using he using MRF bad but MRF got promoted from Virat Kohli also from Sachin Tendulkar also these are the influencers right or let's Say any

[1:38:52] anything or doing advertisement. So it is a called influencer influencer is a called influencer influencer marketing right then you have paid ads marketing right then you have paid ads paid ads your Google ads Facebook ads

[1:39:07] then you have your email marketing so these are the some channels for conversion per day. So let me show you again again you can see all the channels from here.

[1:39:32] are the channels. Okay. Every channel has their own you know conversion rate has their own you know conversion rate the revenue part right.

[1:39:53] So uh next stage is your awareness stage right? have your organic search impressions. Impression means the result are being

[1:40:05] Impression means the result are being viewed how many times? Okay. Suppose uh if you type any query like uh rebox shoes. Okay, I'm taking example of organic point of view. So, rebox shoes the first 10 results are appearing here.

[1:40:21] Only the first or second will be get clicked but whenever they appear those result though it will count as an impression also. You can have impression a lot but clicks are less. Why? Because you are not on the first page. You're

[1:40:36] not on the first or second position. You are already on the first page. Then you have share of voice. So it basically your brand how your brand are reaching to the people in the market and then of course the new users how many new users

[1:40:52] are coming through the campaign or the uh any uh social media or any different platforms

[1:41:12] organic search impressions right so if you talk about this it is basically an SEO right that's why it is saying a free listing that can be found in Google listing that can be found in Google search uh and signifies its presence so

[1:41:25] you know about SEO it is called search engine optimization right and it is a free way you need not to pay for it you can directly promote any of the website or product through SEO right here this matrix will represent

[1:41:41] uh in terms of awareness campaign like the brand awareness growth okay and impressions you have and similarly the organic reach how many people are reaching to your page through organic search means through SEO

[1:41:59] the total market right how much your brands are recognized that is your share of wise so simply the formula is total market metrics

[1:42:11] in which your suppose Amazon flip cards are coming and your brand metrics how much you are achieving that's a share of wise okay so why it is important it helps you to let let you know about existing

[1:42:27] challenges better enhance the way you can plan to achieve the you know the can plan to achieve the you know the next figure next step you can uh get new users also by improving the existing campaign. Okay. So, that's a part of

[1:42:42] campaign. Okay. So, that's a part of your share of voice.

[1:42:58] can see new users from Google Analytics. Let me show you.

[1:43:29] 82,000s are the total users so out of 83,000 we have 76,000 new users more than 90%. And they have been distributed with different channels 56,000 12,000

[1:43:41] from organic. You can see here any questions in the new users this is any questions in the new users this is okay.

[1:44:08] So next we have content engagement KPIs, right? If you talk about content engagement KPIs simply, so content plays a very

[1:44:20] It doesn't matter if your ad is performing. Suppose people are coming and clicking but when they reach to the website there is no content.

[1:44:32] like uh just take a very simple example in Flipkart or Amazon whenever you select any product if it is not having any description or feature or any description or feature or configuration how you will decide okay

[1:44:45] so that's why content is also having some KPIs okay so it basically includes some KPIs okay so it basically includes the following thing what clicks if the

[1:44:57] the following thing what clicks if the if the content is engaging definitely people will click Bounce rate. If it is not engaging, people will get get back. They don't have any interest.

[1:45:10] Next is your average time on page. How much average time is being spent on that particular page. Let's say 5 minutes or 10 minutes means something is being otherwise in 1 second people will get back simply

[1:45:25] a bounce rate. Okay. Then next we have a stroll or a page Then next we have a stroll or a page depth. Install means the people when they come to your website this one. So install here

[1:45:53] stroll time is there is also important and it should be user friendly.

[1:46:08] the ads. There are two ads are coming here. Number one for first ad you are having 4,686 clicks. And for the second ad you are having 1,248

[1:46:24] clicks. So the question is why the ad one have more clicks? It is improved because it is having some good insights. People are getting interested. It is relevant while ad two is getting the clicks but

[1:46:40] its uh ratio is less as compared to ad one. Right? So you have to see what are the important metrics or the insights from ad two and which you can enhance so

[1:46:53] from ad two and which you can enhance so that your ad two also got improve in terms of clicks. Okay, there can be multiple reasons. Number one like quality score not matching, page is not defined, budget is

[1:47:06] not well. Okay, so there can be multiple users. In fact, uh people also get bored. I mean they get bored when they see the same ad multiple times and still

[1:47:18] see the same ad multiple times and still they don't have any interest. Okay. And they're not able to connect with your ad. And you have to see there what you can do better in order to improve that particular ad.

[1:47:37] the percentage of visitor who left a web page without taking any action after page without taking any action after viewing it.

[1:47:49] Then you have average time on a page. Okay. So it let you know about the Okay. So it let you know about the average time of all the user on the website non-exit page excluding the bounce

[1:48:01] non-exit page excluding the bounce bounce rate page is excluded here. Okay. And uh you will have an idea that yes how much time people are getting getting uh spent here. Okay Puja. So for the PPT you will

[1:48:16] have this on the LMS portal that will be placed by your LMS I mean the learner section people. Okay. So you can get this PD from there.

[1:48:30] So for average time you have number of page views total time on the page first of all then number of web page views minus number of exits. So this you can all find from Google Analytics also. Okay.

[1:48:45] Then scroll or a page depth. Okay. So it will let you know the user's interest. If if people are scrolling and they're stuck at somewhere, it means people are

[1:48:57] getting interest. Okay? They are reading something. But if they are not having interest, they will scroll down and get back. Right? So it is very important to have a proper scroll depth. The readability should be clear. The font

[1:49:10] size should be clear in the mobile and tablet and desktop as well. The information should be from user point of view. It should be infor uh it should be it should be relevant, unique, informational,

[1:49:22] informational, beneficial, right? Then the third stage of KPIs is your consideration stage.

[1:49:38] Now it includes few important things here. Number one conversion by source then your CTA call to action and then landing page performance. So how the the section these are the following sources. Number one conversion by

[1:49:55] sources. Number one conversion by source. Suppose conversion and you want to see source. Okay, you can come here.

[1:50:28] So you can see the source here and uh let's select the medium also.

[1:50:42] so now you can see uh I can uh we have various uh source Google CPC not set means it is not being tracked okay organic

[1:50:54] right and let's see do we have a Facebook.

[1:51:16] source also people are coming and let's see see uh have they purchased anything?

[1:51:29] So, in this way you can analyze the source conversion wise source here. Then call to action. Call to action means these are called to action shop all the buttons you have right the login

[1:51:46] buttons you have right the login or let's say a product here.

[1:52:09] buttons in your landing page it was saying. Okay. Then landing page performance. How the page is performing in terms of traffic? Whether you are getting the relevant traffic or not. Are you able to get a right amount of users?

[1:52:22] Are they able to are you able to convert them or not based on your campaign? them or not based on your campaign? Okay.

[1:52:39] I think that was it. Yeah, that's a second example we had. So uh already we saw about the source in Google Analytics that like from Facebook source is coming that like from Facebook source is coming YouTube source can be your direct source

[1:52:52] and some you know referral traffic sources also here right so it will let you know about the detailed breakdown okay what where and from which particular region people are coming and most important thing the keywords if you

[1:53:06] to the campaign in Google Analytics you will not able to see the keywords because it is only landing page based not keyword based for keyword point of view you have to move to Google search console which will let

[1:53:21] you know about the uh conversion point of view okay so suppose you have a keyword Nike shoes buy Nike shoes right so you will see in

[1:53:34] Nike shoes you have a conversion of 50% so that's the most important keyword why because people have searched clicked and purchase to that keyword segment. and purchase to that keyword segment. Okay.

[1:53:54] >> Then uh CTA performance basically your cost call to action performance here.

[1:54:09] right? People are coming, they are checking, they have clicked on forms, contact us button, but they have not filled. So it is talking about only the clicks. The filling of

[1:54:23] form comes to your next section which is CD clicks to submissions. It'll let you know about the how many people people have actually submitted the form after doing click. Suppose 100 people have filled the form uh sorry 100 people have

[1:54:40] filled the form uh sorry 100 people have uh click on the contact us form and only uh click on the contact us form and only 50 people have click on the submit form successfully submitted. So in this way you can see how many people are how many

[1:54:53] people are clicking how many people are actually submitting and the next step will be how many actually are converting right

[1:55:08] the same thing uh it will let you let you know about the landing page and improve the lowest converting page and improves the highest one Right.

[1:55:20] Conversion in conversions in nurturing phase. Nurturing phase here means those people who already know about your brand, they have to decide whether whether I should purchase or not. They at already on your contact section.

[1:55:33] at already on your contact section. That's why the submissions with the new contact right this let you know about the landing page performance. So as per general scenario we have a thumb rule to achieve a minimum

[1:55:47] conversion minimum conversion rate every uh it will be applicable to the uh it will be applicable to the conversion rate of every 30% for 1,000 every 1,000 visits. Okay say 1,000 people have visited and 30% 30% should

[1:56:03] people have visited and 30% 30% should be the conversion rate. So around 30 300 be the conversion rate. So around 30 300 something right

[1:56:21] KPIs related to your first of all the goal completion whether the people are filling the form or not whether my goal is clear or not okay and if some if I'm having a lead form goal so how many people have actually filled that form

[1:56:37] then how many people have purchased purchase purchases is the next KPI and purchase purchases is the next KPI and the revenue loyalty means Your repeated

[1:56:49] customer can be your loyalty or those who are coming from some you know who are coming from some you know uh campaign and they they can be a subscriber also right then return users those already who have

[1:57:05] purchased you can say a retained user then repeat business okay so these are all the KPIs conversion of conver conversion KPIs conversion of conver conversion KPIs that you can measure. So if you see

[1:57:20] specifically here it is talking about in terms of conversion only leads purchase terms of conversion only leads purchase goal returning coming going right. So these are your basically specific business point of view.

[1:57:37] specific business point of view. Now again goal completion it shows you the number of people who have achieved the market goal. the market goal. Okay. So let's take an example here.

[1:57:50] Suppose somehow somehow >> okay

[1:58:03] we have a form. Okay. And let's say I'm filling it.

[1:58:35] So I'm just uh I'm a user. I am have I have filled a form, right? here. But uh we don't have to represent actual phone number. So so you can see

[1:58:47] actual phone number. So so you can see here as per uh our uh PPD nodes that uh the number of vis there can be multiple visitor who can reach to this particular visitor who can reach to this particular page. Okay. And number of visitors who

[1:59:00] complete the goal. Suppose this is our goal to complete the submission form. So out of 100 people 20 people have failed. So we have a conversion rate of 20% or So we have a conversion rate of 20% or goal completion of 20%. Okay. This is

[1:59:12] goal completion of 20%. Okay. This is called your goal completion. let you know about the total purchases from uh a advertising

[1:59:25] segment. Whatever the advertising effort you have done in your you know uh Google ads or your Facebook ads. It will let you know about the how much purchases you know about the how much purchases total purchases you have received.

[1:59:39] total purchases you have received. Revenue again important KPI for your uh sales and investment or you can say a overall business. Loyalty loyalty basically it will let you know about the customer who are

[1:59:52] purchasing more than once. So loyalty basically is equal to customers who bought more than once upon divided by total number of customer. Okay. So, it will let you know about the loyalty percentage.

[2:00:21] have how many people actually return to the site after the first visit. Like we are we all we are all all you know returning user to flipkart every day you can say once in a week everyone is going to flipart to purchase the thing to see

[2:00:38] the things so we are all returning user from flipkart or amazon right and also it indicates the quality and relevancy of the content because people are coming and going it means something is special there right I'm not talking about any

[2:00:52] specific website I mean flipot I'm talking about some You suppose this is my website and people are coming here because uh those people who are basically dealing with uh electrical

[2:01:06] basically dealing with uh electrical cords and wire B2B business but Flipkart and Amazon is a example of day-to-day daily life daily applications right so daily life daily applications right so that comes under your return users

[2:01:24] ratio ratio it it is uh your it equals to number of returning customer upon total number of customers.

[2:01:36] So in the same way if you see here it is the same thing customers are who bought more than once of course customers who are coming more than once divided by total number of customers right in the same way number of returning customer

[2:01:52] the same customer upon total number of customers into 100. So it it is a repeat customers into 100. So it it is a repeat business purchase ratio.

[2:02:10] Any questions still here guys? Karthik, Puja, Amod, Himmanshi, these are all the Simba formula actually it's a it's based on you know uh your uh marketing channel considering every segment.

[2:02:36] So next we have usage of Google universal antics. So uh let me clear you universal antics. So uh let me clear you since Google universal analytics is upgraded now it is now known as Google antics 4 which I was showing you. Okay.

[2:02:50] So earlier we were having this dashboard but now it is being uh uh enhanced by but now it is being uh uh enhanced by Google Antics 4. Okay. Google Antics 4. Okay. So next we have metrics for paid, owned

[2:03:41] strategy where you have to or companies have to pay to search engines so that have to pay to search engines so that your results are getting shown on search engines. Okay. and it is helpful in gaining your brand value and it can

[2:03:57] let's take a very simple example. Suppose skin cream. Okay.

[2:04:13] So if you see the add here, let me see.

[2:05:10] rack. Roof rack is basically a part of you know automo right this is a term now you can see some sponsored results are coming this is what this is nothing but an ad right these are Google ads

[2:05:26] below that it is an organic ad so if I'm clicking here I reach to this website because of that ad result Google ad result means in sponsored result okay that's why we have paid search ad advert advertisement. So this is one of the

[2:05:42] example in terms of paid search which you can see and it will helps you dive traffic on the website. Next we have some metrics here for paid search. We will take one by one. Number one impressions. So impression

[2:05:58] advertisement has been shown to your audience. So this was the example to audience. So this was the example to frack I have typed. So suppose this site is coming Tat Wenco and let's say Melipron and ladder racks

[2:06:22] again Melipron is coming so there are two impression but zero clicks why because click happen to the first result only if someone is interested to the second one they can click it depends on the people's understanding

[2:06:35] basically Basically the top three results are important and 90% clicks goes to the first uh result. Okay. So this is called impression where the advertisement are being shown. Click through date means CTR. It basically a

[2:06:50] number of the people who find the relevant ads relevant. Ads relevant means they are clicking because they want to take some action. They want to see the thing what exactly you have on your web page. Okay. Then

[2:07:06] you have on your web page. Okay. Then quality score. So quality score basically it's a score based on from 1 to 10 and it will helps

[2:07:18] you to understand whether the ad is passing the score or not based on the relevancy the keywords landing page budget score. Okay. Then you have cost per click. It is basically the amount you have to pay for

[2:07:33] basically the amount you have to pay for per click. Whenever the uh amount on your ad that amount you have to pay to Google that's called CPC cost per

[2:07:45] impression. So it represent the cost thousand cost per thousand ad impression thousand cost per thousand ad impression like for 1,000 suppose for 5,000 it's 1 CPA or 2 CPA is being there already decided in your campaign. Then cost per

[2:08:00] acquisition means CPA means those who are taking an action means the people who are coming to your website through Google ads they clicking on add to cut and actually they are the lead source they are getting converted.

[2:08:15] This is called CPA. Okay. Then you have simply cost per conversion. It let you know about the cost incurred by the advertiser to gain new customer or you can say genuine customer. PPC pay-per-click it is your

[2:08:32] Google ads that drives uh uh traffic to the website through search engines and CRO conversion rate optimiz optimization basically the percentage of people who are getting converted from the mobile or the web app. So all these things you

[2:08:49] the web app. So all these things you will study in Google Adword. Okay. When you do SEO of course in the next week session I will take this up as a one one to two example how to evaluate these metrics.

[2:09:04] metrics. Then earned media metrics we have. So uh it is basically the promotion scheme basically right that are different from advertisement on branding and it is being done through publicly. So let's

[2:09:19] say uh search visibility the SEO parts search engine visibility then your social share of voice linking domains organic traffic your page value your referral traffic these are the earned media. So if we talk about search

[2:09:33] media. So if we talk about search visibility so it is talking about SEO organic part right organic ranking for all your camp keywords campaign. visibility how much traffic you are getting from

[2:09:49] how much traffic you are getting from organic search result right how much uh share of traffic from rankings right that comes under your search engine visibility. If someone is asking about search engine means Google, Yahoo and

[2:10:02] search engine means Google, Yahoo and Bing and organic means SEO non-paid right. Then referral traffic it represent the website visit from an external link. So if you see the referral traffic from my website suppose

[2:10:14] I have this website and I want to see the referral traffic.

[2:10:32] traffic right these are the referral traffic you have this one okay 143 is the referral traffic from

[2:10:44] third party or an external link then page value it basically measure the page value it basically measure the conversion conversion affiliate uh conversion conversion affiliate uh conversion uh display Right. So whatever

[2:10:58] the page which are having some CTA mention it measured that particular page mention it measured that particular page as per their value which we have given. Then organic traffic the non-paid traffic your linking domains that people

[2:11:16] traffic your linking domains that people those who have linked your website on their main page or you can say a backlinks because it's talking about SEO and then social share means the people who are

[2:11:31] discussing about your brand or social media it can be from your community from media it can be from your community from your group from your page also Right? You can see nowadays every one of you is having Facebook p Facebook comment. You

[2:11:45] can see there's a page of let's say cricket IPL. You will see who is performing well, who is not performing well, right? So it's an engagement. So in the same way when someone knows about you, he keeps on putting your name also.

[2:12:00] Okay. Company's name. Then we have owned media matrix means it is under our control which we can manage. Number one sales.

[2:12:12] manage. Number one sales. So let's see it. If you see we have sales uh how much uh it represent the performance of the sales team and the entire company. Then churn rate it means

[2:12:26] entire company. Then churn rate it means the p time the rate at which the customer stop doing purchases means they are not purchasing anything there's a time that's called your churn rate then cost per lead it pays a predetermined

[2:12:39] price for each leads whatever leads you have generated it will let you know about the cost per lead it's a part of PPC campaign then you have customer PPC campaign then you have customer engagement means how you are having your

[2:12:53] customer relation through your ads and how they are reacting. Okay. Then you have your customer retention. Retention means how are able to retain your customer like you can say uh I have this offer for my websites in past three

[2:13:08] months. So definitely definitely people will come for past three months because you have an you have an offer you have provided an offer. Okay. Then you have provided an offer. Okay. Then you have uh conversion marketing

[2:13:23] uh conversion marketing right. So here you can see uh conversion rate for the website visitor means people who are coming to your website and they have filled a form and are they able to proceed to the final step or

[2:13:35] not? If they are able to proceed. So the percentage of people who are reaching to the last stage it will let you know about the conversion marketing that yes this much of conversion we have received.

[2:13:49] >> Similarly, brand awareness. It let you know about the brand recogn recognitions, customer lifetime value, those who are coming regularly on their website and of course the customer satisfaction, the feedback, the reviews,

[2:14:03] right? Then uh we have different examples like base cam uh it is one of the tool that you know uh most of the agencies are you know uh most of the agencies are using base cam to see the task customers

[2:14:17] uh clients task customer satisfaction the response time mail check to their purpose is to hire a new staff so their metrics are considering the how

[2:14:29] many staffs are being hired every month right so that is up to the customer satisfaction level. Similarly, you have campaign monitor. So here you can measure the metrics in terms of seat score, right? Supermarket like big bazar

[2:14:45] score, right? Supermarket like big bazar you have. So their purpose is to track the percentage of food without getting expired. So what are the metrics they have? They have only one metric which is the volume, the count, the quantity.

[2:14:57] Okay. recruitment agency like no.com, times job do, timesjob.com, right? So they have to hire the new uh they have to hire they have had new employees also. What are their metrics?

[2:15:12] Basically how many time they need means how much time they required to hire. Suppose in one month they have hired 5,000 employees in the next month they have hired 7,000 employees. So it is an improvement for that development agency.

[2:15:26] Okay. So this is all uh from our matrix for So this is all uh from our matrix for paid and own media right. So let me just review again and then we will I will take up the questions from here. So we

[2:15:42] have discussed about uh web analytics, Google analytics and its benefit. Then Google analytics and its benefit. Then we have discussed about KPIs,

[2:15:57] which we have taken and the funnel marketing funnel ADA and the funnel marketing funnel ADA model in ADA model awareness, interest, model in ADA model awareness, interest, desire and then action. Right?

[2:16:12] Then we have studied about basic overview about paid search matrix CPC CPA these numbers these figures are coming from the Google ads. Okay. Then coming from the Google ads. Okay. Then earn matrix and own media matrix.

[2:16:27] Now let me know about the questions you have guys so that I can pick one by one have guys so that I can pick one by one any uh the next part of this session uh crazy X ROI display campaigns reach impression engagement trade bounce rate

[2:16:44] versus exit trade and customers journey. So to tomorrow I will show you the funnel. So the first topic is using crazy egg for behavioral patterns. Right. So crazy egg about crazy egg if you see

[2:17:00] it is basically a online tool that is used to measure website performance where visitors are clicking on your screen again I'm saying where the

[2:17:13] visitors are clicking on the screen all these information will be stored in crazy egg crazy egg is a software it's a third party online tool it is a paid tool where we will see all the things right so let's step by step.

[2:17:28] So it is an online tool which is used to monitor your pages and track visitors clicks on the screen. Now it's important to see and uh look that how the people

[2:17:41] are getting engaged from your website where they are clicking where they are not clicking how much time they are spending. Okay. So the features are first of all conversion opportunities right. So it identify the poor

[2:17:58] performing areas of your web page number one because if the people are not getting engaged and if there is something on your website which is not being you know uh catching any attention or not uh attracting your visitor it

[2:18:14] means you have to work on that particular area. This is also a website like professional webdesign serviceservices.blogspot.com and I have got this website installed here. You can see now since it is a blog

[2:18:28] website it is not having much user but you can see the dashboard how the you can see the dashboard how the dashboards are coming here in terms of uh the top channels we have the top landing pages we have right and like

[2:18:41] every session session duration it's 2 minute of 2 minutes and 39 seconds. Then we have some of the channels uh direct traffic means people are directly coming who knows about your website. Then I have organic social. Organic

[2:18:57] social can be your Facebook, LinkedIn, Twitter. Organic not paid. Okay. So that's why it is called organic social. Right. Then you can see here some conversion activities since there is no conversion yet. So that's why it is

[2:19:12] having this information uh unavailable. And uh some more information if we click on the web analytics part.

[2:19:26] So now you can see here suppose I'm taking for today 2nd of June taking for today 2nd of June uh 7th of June I have two unique visitor then 25 page views page views can be taken by two visitor means some of the

[2:19:40] taken by two visitor means some of the uh uh one user can visit your web web page 12 times and another one can visit your 13 times. So it depends page views can increase but the unique visitor is only two from two vister you have an 25

[2:19:55] page views then you have a session how many pages they have passed then you have average sess session duration then bounce rate okay so you can see here now bounce rate okay so you can see here now already we have

[2:20:15] okay sure karthik I will explain the last type once again right so now I was saying whatever the report you are getting in this crazy egg or any platform you will always see there is an AI feature now you can see already I

[2:20:29] received some information based on AI it is saying your contact page is the main is saying your contact page is the main hot spot to capture the lead the contact pages most of the times have been viewed 12 of 25 p 25 page we use you you have

[2:20:45] they are four views of thank you page right means 60 16% of the page views similarly the next option make your contact us conversion ready add a clear

[2:20:57] headline so it is also suggesting how I can improve my what contact us page to can improve my what contact us page to get more leads then another insight you get more leads then another insight you can see it is saying uh like u you can

[2:21:11] include test traffic to see the real performance and homepage is showing a drop right so homepage is important and we are having a drop. Now you can see here the pages. It is a contact us page 12 views. Then

[2:21:27] there is some multimedia internal page four views. Then I have a blog blog rip four views. Then I have a blog blog rip preview. Then thank you page. Okay. So I think Kartik was asking the information again uh for the last slide uh last one

[2:21:45] web page element analysis. Is this the information you are asking Karthik? So let me tell you the last type is basically help you to understand about basically help you to understand about the forms and call to action like

[2:22:20] this is a form. Okay. And so whatever the form you have this send message or contact as button is very important. This is called CTA here. Okay. And it will let you know about how

[2:22:34] many people have clicked in terms of some graphical information or through some dot dot information. It depends about how the crazy egg other you know about how the crazy egg other you know heat map uh extension is showing this.

[2:22:47] But why this is important? You know this is the basic overview of conversion right in similarly if you're having any e-commerce website

[2:23:11] let's say this one I'm moving I'm opening any of the random page right opening any of the random page right you can ask me sir uh Why this page is you can ask me sir uh Why this page is opened here? I we were talking about CTA

[2:23:23] call to action. So this add toart button is your call to action. Request for port is your call to action. Login is your call to action. Right? I have done add to cutart. Right now I'm moving to the next page. Check out is the call to

[2:23:38] action. Okay. Is this clear to everyone? Any questions starting till here regarding the fourth type of crazy egg feature? I hope it is clear to you. Any question you can please let me know. Partic

[2:24:03] how we are picking the information. Now uh earlier we were not having an AI feature but nowadays it is very uh it makes very easy for everyone. In fact for the people who are using the first time AI is available everywhere you can

[2:24:18] see the information simply you have to install the this crazy code on the your website and then it will let you know about what are the drawbacks what are the chances of improvement. Okay. So you can see here these are the pages and uh

[2:24:35] these are the entry pages again the channel and the device type I have desktop only the language is English and of course browser right from which browser people are coming so it will let you know okay so this is one of the u

[2:24:52] you know okay so this is one of the u blog I have taken now there is one more thing regarding live activity so let's first proceed with the PPT then we can see how we can track live activity of any people. Okay. So we were talking

[2:25:07] about uh snapshots. Then we have status of that snapshot. Okay. So there are of that snapshot. Okay. So there are four things. Number one scheduled right. So whatever the snapshot you will get it will let you know about the start uh

[2:25:22] date and last date tracking time of start date and last uh date with time also. Right. Even you can schedule also if you want to see the information. But at this moment you need not to do anything. It

[2:25:37] is already customized. Right? You will see on your dashboard on the left side that yes these are the pages which have been you know tracked at this particular date. There I can see a spike here. Right now running basically

[2:25:54] it collects data about the website visitors of course. So till particular date suppose from 1st June to 7th of June you have uh tracked. So it will let

[2:26:06] you know about from which particular date people are mostly coming the overall date how many people per day are coming what type of people are coming from which device they are coming what particular page they have mostly clicked

[2:26:20] right then you have completed. So once your then you have completed. So once your end date is over it gets stopped because of that schedule which you have done right. Furthermore it will not take any

[2:26:36] information or extract any information because since starting you have already because since starting you have already set a start date and end date. Right? 10th action required. If this type of logo will come like any

[2:26:51] type of indication like which is showing an error then you have to make sure that there is something which you need to pick up from a dashboard. Okay. So if pick up from a dashboard. Okay. So if you see here

[2:27:08] we were talking about live activity. Now this is the website 4 minutes ago some someone has reached to contact us page. Even me can also one of the person because I have created this blog. We don't have much people uh 50% is

[2:27:22] basically from my side and some of the people's like XY Z can be there. Now you can see 9 minutes ago someone visited homepage and the location is already homepage and the location is already given India. Okay. 1 hour ago again

[2:27:35] given India. Okay. 1 hour ago again contact us page, thank you page, right? contact us page, thank you page, right? So this is showing you in real time. And now suppose if you want to test sir can you test how we can see this in real

[2:27:48] you test how we can see this in real time? Of course we can test. page again. Suppose I have different blogs and I am

[2:28:07] clicking on this starting 3D animation business in India. I have clicked on this block. Okay, I should be the person in real time. Now let's see if it is in real time. Now let's see if it is capturing or not.

[2:28:34] it is talking about that 3D animation page which I have just opened for you. Okay. So this is showing also in real time. You can analyze how the people are

[2:28:46] time. You can analyze how the people are moving. Next we have conversion. So right now we don't have any conversion but you can create a conversion in terms but you can create a conversion in terms of having a uh form button or you know

[2:28:58] uh submit p submit contact us form button. Right. I am putting my name here and uh uh

[2:29:14] uh test message. Okay, simple. I am clicking on this send message button. Now you can see this page is here. Thank you page, right? So if someone is filling the form okay and he just reach

[2:29:31] filling the form okay and he just reach to thank you page. So this is the actual filled successfully they are coming here. So now I can map this as a final here. So now I can map this as a final conversion. Okay how I can do

[2:29:55] This is a conversion option on the left side. First conversion for contact us page visit I already have created. Now I'm creating conversion for those who have actually filled a form. Okay. Click on track new

[2:30:09] conversion. Conversion trigger one. So when someone fill outs a form. Okay. This is the option. Now fill out the form your form on this page the search URL or the destination

[2:30:25] URL you can say or any other option you have you can check from here like completed triggers let's see if we have any other so we don't have any other one

[2:30:37] so let's take fill out the form page so after filling a form this type of page is appearing actually this page is appearing okay track this form only as a page Drag only the one click. Right now you can you can

[2:30:55] see here it is showing an overview. What type of page it is? Here you go. Thank you page. It is also showing an overview.

[2:31:32] form like uh form like uh completed successfully or let's say filled form successfully

[2:31:46] or let's say filled form successfully that is much more relevant. Okay,

[2:32:00] It means we need to add something more here.

[2:32:31] error. The trigger has invalid or missing values. Because of this we are missing values. Because of this we are facing a issue here. So let's fix this.

[2:32:44] Let's check whether the page is correct or not. I am in the URL.

[2:33:07] Okay. And And Just convert it.

[2:33:27] we have taken. We need to we need to change this name because for the first one already I have taken right and I am working on a free taken right and I am working on a free version. That's why it is not

[2:33:42] confirming me. Right. So let's do one thing. Let's do one thing. We can come here. Right. And uh just

[2:34:04] company URL because I am working on this particular URL. this particular website particular URL. this particular website you can't okay you can't okay delete conversion first I'm deleting

[2:34:24] delete now it is fresh now again conversion trigger one when someone fill outs a form let's see fill outs a form

[2:34:40] name for successfully.

[2:34:58] So it is loading. The page is being scanned here, right? pay. Let me just select this. Yeah, got it. So, see what was happening. Filled

[2:35:14] out form is not showing anything because it is basically uh dealing with the button or some you know uh specific add to or submit button. If you want to track any certain page, you have to choose this one, right? Reaches a

[2:35:28] certain page. So my goal is to track visitor who completely completed a form successfully by reaching to this page. If someone is reaching to this page, it means they have successfully filled a form. Now you can see the next option is

[2:35:41] already highlighted. Got it. I have highlighted here. Next. Return to dashboard. Now you can see it is being created. Okay. Wamshi Fuja

[2:36:02] to you on your question, Karthik. Okay. add website URL to this crazy egg to track?" Very simple.

[2:36:15] Very simple. So, let's take an example. This is already created website. I'm going to take a new one. going to manage sites right I'm clicking

[2:36:27] clicking on add new site wami you can see here now suppose I want to track another site okay let's take I have another blog okay let's take I have another blog another page

[2:36:54] and let me see if we have. Yeah. So, this is a website I'm going to track add a new site. Simply putting the URL add site.

[2:37:09] Then it is loading here. Now, this is a new website. Crazy Egg is not installed. So, click on install Crazy Egg. Now it is saying two things. I can install traffic uh tracking script

[2:37:25] myself or I need my developer. So why wait for a developer? You can also wait for a developer? You can also install. Click here. This is a oneline code. Copy this code and you have to paste this under the head section. Okay.

[2:37:45] the back end I mean the coding part in HTML section and under the head section this is the head section I'm putting here saving it now

[2:38:00] next check URL

[2:38:31] is now currently installed on this particular website. So, it analyzes the particular website. So, it analyzes the problem.

[2:38:44] you want to delete a website which we have added on the crazy egg. Very have added on the crazy egg. Very simple. You want me to delete? Let's delete it. But I'm going not going to delete it

[2:38:56] because I have to explain, right? I can show you the option how to delete it.

[2:39:10] Can you see the option here? Delete side kick.

[2:39:22] were talking about the benefits of heat map. So uh it also let you know about the problem areas like uh the cluster over the back button indicates that a specific element is not getting engaged

[2:39:35] they're not getting engaged. You can see it's a dark or red type orange type of uh color is being provided so that you can have an idea that yes I have a

[2:39:47] button but it's not working mean it is not clickable. Let's say you have a contact button. People trying to click here but there but it's not getting clicked. Anchor text of clicking is not provided. It's simply a word statement.

[2:40:02] Right? So heat map helps you in these areas also. Right? Now you can see uh sometimes user keeps keeps on clicking the things of contact us button or any

[2:40:14] you know uh hitting the buttons and they got frustrated right. So it means clicking on any non-interactive areas suggest mention that it is a broken link or any design error or any button failing error right. So it helps you to

[2:40:31] get these information also right people are clicking but they still not uh uh getting converted they not able to move to the next part and they got frustrated. So you have to pick all these things very uh carefully while

[2:40:45] analyzing through heat map. Next we have uh how the people are Next we have uh how the people are coming on your website and how much they have given your time on uh on your website right so it basically how long

[2:41:01] users can hold their attention so if you see on the top one the top 40 to 30% on the top it is a most engaging part the bottom one bottom one is a less engaging little bit unless or until there's a

[2:41:16] product and the last uh middle one is a less engaging and the bottom one is very few I mean uh one of the least engaging area.

[2:41:28] Okay. So heat map lets you know about the user engagement within the content part also. Again after analyzing all sort of things

[2:41:40] all these type of things it helps you to redesign your website. You can see that uh I have the website where at to call button is uh contact us contact us button is at the very bottom. You can

[2:41:53] pick on the top side in the left corner or the right corner based on the user information where they are standing to the report you have. Okay.

[2:42:06] Then of course a obl b testing is applicable to everywhere in digital marketing. You can test test with different type of landing pages page A and page B right. So contact us button you have put on the left side or on the

[2:42:19] right side. Okay. So it also let you know about the best way to design it. So it is just a simple example of a row data point. So you can see it's it's an original image but after having the heat map uh heat map installation you can see

[2:42:34] people are clicking here in the these three important parts. It might be the some specific areas they want to tag the information. Right? Then again heat maps let you know about in different ways in a grid form

[2:42:47] structure. Number one it divides the image into a grid form. Then it captures the number of clicks on a particular area of that image. So three clicks here, six clicks are here. Right? So you can see the engagement is basically on

[2:43:03] can see the engagement is basically on your middle zone. Right? So it let you know about the relative intensity how the value are being captured. Next you have apart from number it can also track with the color combination.

[2:43:18] Right? So you can see we have a green red color. So each color has a specific the something which is having the most number of clicks. Right? So let's see

[2:43:30] this is a red color. It is having 10. Yellow is middle one. Five. Five. and six, right? And green is the least number. Like you can see three is here, three in green, one two and black is zero, right? So it allocates also a

[2:43:47] color representation. So it depends on you how just you want to frame your uh frame your data or the output, right? So everything data or the output, right? So everything is very sorted here, right?

[2:44:03] Next you have in terms of grid color squares. So you can see x-axis and y-axis like on the left side you have age, weight and height and it will let know about some uh axis regarding uh some biological information of any

[2:44:19] some biological information of any people the slots of people here. Right. Okay. Now uh the matrix matrix using heat maps what you can take number one scroll depth okay so it will let you

[2:44:34] know about that the red portion which I was saying the top red portion on the was saying the top red portion on the top one it is having the 100% engagement and black being zero because no one is interested to go on the footer section

[2:44:49] right so top part is very important then middle and then the last one then click trends right so it let you know about the most interactive element so red is something which people are mostly clicking and

[2:45:04] blue is something which having a less click right even you can do vice versa it might be you can sort blue you can uh rename blue as a highest click and red rename blue as a highest click and red as a lowest click less engagement okay

[2:45:20] then next you have mouse movement so it will that you know about for a particular page how the mouse has been moved where it has been clustered here of a for a particular landing page. Okay. So these are the metrics for heat

[2:45:34] maps. Next we have confetti report. So confetti report is also online online tool. It's not free. It's totally a paid. You can't have a free version also. So in short I can tell you

[2:45:49] confetti report it's a granular based data in terms of small dots it will let you know about the information of your pages right. So you can see it will let you know about the granular details about a website audience

[2:46:03] about your actual visitors. So now they have different segments how the people are coming red means your new users blue dot means your returning users anything right. So they basically decide the data on granular platforms granular details.

[2:46:20] Now you can see here this is something this is something it is a p uh report of a particular page where each web page how it has been clicked

[2:46:35] how it has been navigated. It is going a very dig and drop down deeper detail from here. Right? So these cl can be your colorcoded based on various parameters. It let you know about the nature of the website traffic, the

[2:46:48] sources, the important dates, the type of vister, the devices they have used, of vister, the devices they have used, the uh important uh uh clicks you can the uh important uh uh clicks you can see where the clusters are arranged in a

[2:47:02] heavy way. Okay. So, it comes under your confetti report. Now if you want to raise the you know increase your business so definitely confetti report is also where you can take the advantage right every business

[2:47:18] means the number of their audience or customers simply who choose to try the product. So through the confetti report you can see the days where the maximum

[2:47:30] number of clicks happened right or maximum number of user coming. right or maximum number of user coming. So you can see uh let's say in DF mall So you can see uh let's say in DF mall right in DF mall website uh people are

[2:47:44] basically coming mostly on Saturdays and Sundays and Sundays are special day. Today most of the people are going to uh DF mall. So from that data you can DF mall. So from that data you can understand how you can improve your

[2:47:59] business. on the sun on Sundays you can offer uh you can make a special offer also discount also you can set up an email campaign right why to get more number of customers simply to increase your business okay so this is what we

[2:48:15] your business okay so this is what we have about confetti report basically when you scroll down and how much time

[2:48:29] you required to stroll the things. Are you stuck any point? Have you been stuck in have you been facing any problem while doing a scroll? Right? So it will let you know about these things. So the basically a scroll map is used to

[2:48:43] determine the how far users scrolled on your website. Right? Secondly, what they have scrolled past from where they have resumed. It might be they have scrolled

[2:48:55] from the top 30% and they sh they click on the cross button but when they come back they already know that I have this website visited already. I can do a website visited already. I can do a navigation after the middle section.

[2:49:09] Okay. Also it helps you to understand where the drop is happening permanently. Maybe you have a page you have product 1 2 3 4 5 in product 1 to four you have

[2:49:22] is not having add to cardart button so that's simply people till fourth option will come and in the fifth option they don't have any add toart uh button visible they will cross the uh website I mean the browser they will not go

[2:49:37] further there because there's no option right it will let you know about from right it will let you know about from where the drop is being happened Okay. Now, scroll map uses.

[2:50:06] So, uh as mentioned it whether the people are their website or not through the scroll map. It is very important that important content should be placed higher on the page. Whatever the important information

[2:50:20] you have, try to make it on the first uh five to six lines or one first to two five to six lines or one first to two paragraph because if the content is boring, why the paper should come? They will not

[2:50:34] why the paper should come? They will not come. Okay. page length. So it also helps you to determine the length of a web page. It

[2:50:49] doesn't mean that you keep on having a very big page they keep on scrolling, keep on scrolling and they got frustrated. No. And you can do one frustrated. No. And you can do one thing. You can make a button of next

[2:51:02] page link or read more section. So that drop-down will be there. You just want to make your website page user friendly to make your website page user friendly so that people can stay. Otherwise if

[2:51:15] the people will not stay while scrolling they will they will roll out and they will know leave the website and you will lose your customer. So there's always a you know uh defined way. So you can see here we have 100% most popular on the

[2:51:30] here we have 100% most popular on the top one. Then we have 75% top one. Then we have 75% then 50%, 25%, just like you know page then 50%, 25%, just like you know page uh page importance you can see here.

[2:51:43] Now there's one example of the image you can see there's a sharp drop that at unexpected point because the website is being cut by through some design. So error error also because people keep on clicking on that area they want to see

[2:51:59] something but you have a cut down design or any error or let's say any 404 page when they click there's a blank page appearing so that's why uh you need to appearing so that's why uh you need to see where a false button or false button

[2:52:13] is being there on your web page or any image then uh it is very important to determine the screen size right. So you

[2:52:25] determine the screen size right. So you have you should have a very clear idea I mean the calcul clear calculation that what type of border you are using before scrolling average length border of your web page it should be defined as per the

[2:52:40] web page it should be defined as per the uh your CMS of the website right there's some structured and defined area let's say for WordPress you might have 10 into 20 in magenta you have 13 into 10 it

[2:52:54] depends friends based on the theme you have chosen. Okay. critical issues being highlighted here. Then you have overlay report.

[2:53:11] So regarding overlay overlay report it is a part of confetti report where the indication are being marked through plus signs. Right? So you can see here this there's a sample page where the blue mark means few clicks red mark means

[2:53:28] more clicks why because red section can be one of the most important section be one of the most important section with the content point of view with the CTA point of view with the uh you know with some images point of view that's

[2:53:43] why people are mostly clicking so in overlay report you will see with a plus sign marker Now it will let you know about the deep details that uh it will concatenate or you can say segregate the number of

[2:53:59] clicks and its percentage. So you can say here on the top buttons you have plus+ sign. The green one is having the highest red one is having the lowest suppose right? It will let you know about the click percentage. So we have

[2:54:13] 268 clicks in which 87% are returning customers and 12% are the new customers. customers and 12% are the new customers. Right? So overlay report helps you to Right? So overlay report helps you to analyze these type of data.

[2:54:31] means how many actually people are clicking on the live elements. Then other views basically non-live elements means which doesn't have any connection with your conversion right it comes under your other views. Next is your

[2:54:46] both views means both live views and other views. So guys these are basically some theorical concern right the important thing is the heat map and your crazy egg which I told you. Then next we have a recording also how we can see the

[2:55:00] have a recording also how we can see the recording of any you know particular page how the people are interacting. Now uh overlay report will let you know about the non-clickable elements that is still attract clicks means people are

[2:55:15] basically want to search and find important thing from non-clickable elements. So you have to work on it simply. Then you got in you will get information on popular live elements right and of course the importance of

[2:55:30] effective messaging the display of the messages how you are being tackled I mean how you tackle your customer through new information or some you know through new information or some you know promotions or discount offer.

[2:55:44] So this is one example of a company blog where they have created some product link and most of the clicking are being happened on the product links which is happened on the product links which is at the right bottom.

[2:55:59] recordings. So let me show you. So for recording you can see here we have an option but still you have to upgrade it right. So it will

[2:56:12] let you know about the range clicks, abandoned forms and dead clicks. Similarly, we have one more option of recording in uh uh clarity.microsoft, right? Where I can see how the people

[2:56:25] are being tracked. If you go into the recording section If you go into the recording section uh it the first slide is of about uh measuring the effectiveness of display campaign. So first of all

[2:56:41] display campaigns. Any idea anyone? Karthik Uja Wamshi. Any idea what is display campaign? What you think? Have you heard this name? I

[2:56:54] hope so. Can anyone tell me what is display Can anyone tell me what is display campaigns?

[2:57:11] Digital advertising it's also fine. Okay. Okay. So just take a very simple example right. you

[2:57:23] you want to you have suppose you went to Flipkart uh through your phone and on the Flipkart or Amazon you saw some you know uh

[2:57:37] uh t-shirt any t-shirt denim t-shirt right you saw that you saw that uh denim t-shirt but you don't want to purchase at that time you have a you want to have a casual look

[2:57:51] Then the next day or the same day and the evening when you are going to another website right you will see the same right you will see the same t-shirt is coming in the form of banner

[2:58:07] isn't it or on social media when you're scrolling your Facebook that t-shirt is again coming with a price Right. So display campaign is basically

[2:58:22] the advertisement that is shown through banner animation or the images. It is a part of Google ad and yes karthik the part of Google ad and yes karthik the ads running on social media also. Right.

[2:58:36] ads running on social media also. Right. Right. Puja banner images. Okay. So in Right. Puja banner images. Okay. So in short this is a display campaign. Now short this is a display campaign. Now how we can measure the effectiveness?

[2:58:53] So uh display campaigns it is basically creating a visual engaging ads to reach your relevant audience. You don't know but you are Twitter. When you scroll on the other website you are a retarget audience for

[2:59:07] website you are a retarget audience for that particular scenario. Got it? Now there are some variations in terms of having uh uh m metrics for display campaigns. Number one vable impression. Vable

[2:59:22] impression means if your ad suppose you have launched ad and if your ad is being have launched ad and if your ad is being seen by the people at least 50% on its screen then it's it is called viewable. You can ask me sir what is 50%. So 50%

[2:59:37] basically uh your ad is being watched for let's say 1 second and if it is a video then maximum 2 seconds. So it can be 60 second or 1

[2:59:51] minute u or you can say 1 minute 20 seconds right. So it depends how your ads are being shown there. Okay. and uh

[3:00:05] being shown there. Okay. and uh uh how how it is being uh trackable from your side. So again uh let me just show you I'm repeating it again like you can see while scrolling in Facebook you can see

[3:00:19] some sort of banner ads right so it was not 1 minute because it's 60 seconds is too long so if it is of 50% view it can be your 1 second be your 1 second let me clarify you if it is vable for 1

[3:00:34] second and 2 second for any video 1 second for a static and 2 seconds for any video then it is called viewable impression means it is somewhat it has been viewed right number one number two you have dis

[3:00:49] which is display impression share so it is basically the ad which is showing to your target audience like target location you want to target anything on Delhi and in Delhi in Lakshmiagar so the people which are

[3:01:05] coming from that area it comes under your display impression share Right? Basically your targeting factors, right? So it is your dis. The third is the product relevant onsite interest. So it

[3:01:20] it will let you know about the increased page views, right? Increased page views and the new users. Increase page views means people are actually coming to your page because

[3:01:32] are actually coming to your page because that ads has taken them through the right way and they are actually coming on your website through that particular banner ad or image ad right to fill the form or having the membership leading

[3:01:47] pages right so these three are basic I mean the overview of display campaigns matrix okay now again it is continuing here.

[3:01:59] okay now again it is continuing here. Next you have positive up uh upheaval it Next you have positive up uh upheaval it means any campaign which you have run right and it is successful successful means people are coming

[3:02:15] business that's why you have more number of people the ad was running properly you have large number of people people are interested they have been interacted and you got a lead you got a conversion It's it comes under your positive

[3:02:30] impact. So positive upheaval, right? Next is direct organic page search and channel health metrics. So it also happen if someone is coming through happen if someone is coming through direct or through SEO. So display ad

[3:02:44] direct or through SEO. So display ad will also helps them to boost your campaign. Right? Suppose you have campaign. Right? Suppose you have launched a campaign for let's say

[3:03:01] launched a campaign for uh 10% uh discount on Reebok shoes right already discount on Reebok shoes right already people have an information for this 10% people have an information for this 10% discount through SEO through direct

[3:03:14] discount through SEO through direct traffic. So in this way when they this when they got the result in display campaign they already aware of it that yes I know this information already. So it is an impact

[3:03:27] information already. So it is an impact to different channels. Right. The next is your branded search demand. Of course if you see when you have a display campaign in terms of some visualization it will definitely increase your brand

[3:03:40] value unless or until if it is not having any concern. First of all, if you're running any paid campaign, definitely you are doing a branding. But it's not easy. Every time there's a competition, you have to fight with your

[3:03:53] competitors and do the best to come on the top. Okay. So that's why it is coming on the branded search demand. If it is demand is there, then definitely your display campaign will boost your result.

[3:04:06] Okay. Next we have impressions. Impressions basically means views. How many times the result has

[3:04:18] views. How many times the result has been viewed. Right? Now let's see. So if you talk about vable impression, it will let you know about the percentage of ads through your target audience. Right? If your target audience is not coming,

[3:04:33] then what is the purpose of doing a campaign? Right? So if you are measuring varable impression it is basically a standard view and it is calculating the percentage of ads through your target audience. Now what is the benefit here?

[3:04:49] audience. Now what is the benefit here? The benefit is that it captures the number of ads how many times the ads has been shown. You will have a data superior matrix you'll have then based on those data you can

[3:05:05] strategize your performance improve your performance right where they are lacking how I can fulfill the information next whatever the impressions you are getting right you are now showing to them you are just serving now it's important to

[3:05:21] are just serving now it's important to make them impression to high so that they got converted You want to engage your customer to click on ad to click on banner ad and they got converted right. So these are

[3:05:34] the benefits. Now there's always a sort of improvement viewability. You need to optimize because every time you will see the behavior and the taste of the customers got changed. Second,

[3:05:49] got changed. Second, make sure the website loading time and the ad display ad banners it should have a proper speed. It's not like that to see they can see some loading speed issue and they will simply go back. Next

[3:06:04] is make sure that you have a two options A and B testing plan A and plan B right okay so is this clear vable impression is clear to everyone any questions still

[3:06:16] here Chhattich Puja questions still here yeah so we're talking about eligible

[3:06:28] impressions right so eligible impressions means that users have actually uh saw that particular ad and it gets downloaded. Now how this eligible impression is considered right it is an impression is

[3:06:45] said to be said to be considered eligible right if it is having active view technology active view enabled technology it means it will helps to understand that people have actually saw that particular ad that snapshot is

[3:07:02] stored in active view enabled technology through Google ads right and ping Bring back calculated impression means that a server sends an information that yes it server sends an information that yes it is being stored there. Right? So

[3:07:16] impression eligible impression means it is having that active view enabled tag. Right? Activate technology is there. It shows you it lets you know that yes user shows you it lets you know that yes user has actually went to through that ad the

[3:07:31] has actually went to through that ad the snapshot is being recorded and the ping back it means like the server type information is given to that FU technology that yes it is being recorded and it's showing an

[3:07:45] status code of yes right so this is basically your active right so this is basically your active view technology for eligible impression

[3:07:58] to see the option but they're not fully able to see the ad unless until they have clicked on particular thing or reach on that particular ad. Okay. Now

[3:08:10] measurable and nonmeasurable. So measurable impression as mentioned can be viewed through active technology. It can be measured with active technology. non-measurable they cannot be measured means user has user not able

[3:08:25] to went to that ad and screen has not been recorded there right so if you have a note here then you can see eligible impression become measurable only and enabled

[3:08:40] enabled okay so next we have impressions share and loss impression share Right? So if you

[3:08:52] see impression share, a low impression share means the keywords are matching but the ads are not appearing. Right? Ads are not appearing means they are not being ranked there. And the loss impression share means that

[3:09:08] the percentage of those ads which are not able to appear or shown due to insufficient budget or poor ranking or poor quality score or in short poor optimization that is called loss impression share. Right? So if you see

[3:09:24] impression share is equals to impressions upon total eligible impressions. Actual impressions upon total eligible impressions. Right? This is a formula which is given for impression share.

[3:09:50] ROI is very important for any business. It will let you know how the company is getting benefit while doing any type of investment. Also it will help you to understand about the new business opportunities. Right? So if we talk

[3:10:03] about the benefits first of all you can measure the profitability not you are going suffering with a loss it also measure through ROI right. So you can have a plan to you know improve the things then you have an option to

[3:10:19] compare the analysis what you have achieved this now this time what you have achieved earlier. Okay and of course it is easy to calculate and calculation means how much you have spent. Suppose you have spent $40,000

[3:10:34] and you are getting one lakh. This time you have spent 50,000 but you got only you have spent 50,000 but you got only 90,000 right? So why there is a lag? You can analyze from the old strategy what you have lagged here or you need to

[3:10:47] enhance anything right? So you have to make sure that ROI which you are calculating it should go on the behalf of the improvement side not on the loss then what is the purpose of having your business right?

[3:11:08] very simple ROI. Number one formula we have net profit upon cost of investment. Cost of investment what were the money and time you have spent into 100. It will show you in percentage. Then and the formula you have ROI is equals to

[3:11:22] investment gain upon investment base where the gain investment basically how much amount you have gained minus how much amount you have spent and investment base means the total money you have spent.

[3:11:37] Okay. Then how to calculate attriable attributable ROI? So we have a formula for this also. Right? In terms of

[3:11:50] for this also. Right? In terms of calculating uh attributable ROI, its formula is sales growth, total sales growth minus average organic sales growth minus marketing cost divided by marketing cost. So let's take an

[3:12:03] marketing cost. So let's take an example. We have 4% organic sales growth and for 10,000 campaign per month we are 10,000 campaign per month we are spending and the growth is of 15,000

[3:12:17] spending and the growth is of 15,000 as per the formula sales growth is sales growth minus. So sales growth is 15,000 which mentioned here minus average organic sales growth. So average organic sales growth is 4% organic sales. So 4%

[3:12:35] of 15,000 is 600. Okay. 4,000 4% of organic sale in numbers. If you want to see 4% of 15,000 is 600 is your average organic source

[3:12:48] sales growth minus marketing cost. The total cost you have spent which is total cost you have spent which is 10,000 divided by 10,000 again the marketing cost. So you'll get around 44%. This is your ROI.

[3:13:04] 44%. This is your ROI. Okay. performance of a PPC campaigns. PPC means basically Google Adwords. So uh

[3:13:18] means basically Google Adwords. So uh PPC is a model or you can say a Google PPC is a model or you can say a Google uh adword basically where advertisers means you have to pay when someone is clicking on your ad. You can ask me sir

[3:13:31] where I have to pay. You are simply paying to Google, right? Suppose you have launched an ad and people are doing 10 clicks. Suppose so for one click you 10 clicks. Suppose so for one click you have given $10. For 10 clicks simply you

[3:13:46] have given $10. For 10 clicks simply you are spending $100, right? So it will let you know about the evaluation how the people are clicking and going to my website and doing the transaction. So why we evaluate PPC campaigns?

[3:14:03] It basically provides you the data based on clicks and keyword performance. So keywords are very important. If your keyword is not intentful or matching, there is no purpose of running any type of ad. Secondly, it helps in

[3:14:16] understanding the customer's behavior. You will analyze that I have run two You will analyze that I have run two ads. Number one, let's say at A, at B and at C. I can see ad B is having much clicks as

[3:14:32] compared to ad A and ad C. Why? Because ad B is much more relevant in terms of quality simply. So you will understand on which particular ad people are coming and on which particular ad people are not coming. So you can improvise from

[3:14:46] there. And then last we have it helps to customize your ad in real time. It's very important. Just now you can see that in real time how it is being interacted. Let's say you are launching

[3:14:59] anything. So make sure if you are running any ads in India. So you can running any ads in India. So you can take the time of 8 a.m. to let's say 12 8:00 a.m. to 11:00 p.m. And mostly the people are active active on night mode

[3:15:14] or you can say in the daytime right because uh if you run in US zone so you have to see where the people are actually coming waking what is the morning time what is the evening time okay so it helps you to customize in

[3:15:28] okay so it helps you to customize in that particular section also

[3:15:43] metrics. So this you will all study in PPC campaign. So let me give give a basic overview. Conversion rate you all know how much you have spent, how much you know about the viewers to click. Then the quality score. Quality store is

[3:15:58] basically uh the type of keywords, the ads you are having, the landing page you is is it is it fulfilling all the relevant information as for the target audience and locations or not? Then the impressions you have.

[3:16:23] factors are important. So impressions basically how much uh that particular ad is being reached viewed to your target audience. CTR clickthrough rate that is your clicks upon impression and the average position of your ad.

[3:16:44] discussed which is being measured to active technology to increase your brand. Then CPC cost per click. It will let you know about how many clicks have conversion. So it will let you through CPA. It is called cost per acquisition.

[3:16:59] Right? It shows the links between the business revenue and the efforts you have done for advertising. Then ROS it will let you know about the campaign condition in terms of revenue. Right

[3:17:20] ROI to calculate I mean the number of formulas are there but you have to formulas are there but you have to ensure what you are taking as per your campaign. So number one non-recurring revenue

[3:17:32] non-service based sales so ROI is equal to revenue minus marketing spend because non-recurring means it is not coming again and again at the regular period. Recurring means it's coming again and again. Right? So for this we have RO is

[3:17:44] equal to revenue minus marketing spend. How much you have get how much you have spent. So it's a simple sub subtractions formula. Then nonmonetary conversion means non-monetary means people are coming they got engaged but they are not

[3:17:59] being converted. Right? So it can leads your recurring sales also. How? So ROI much time they are coming minus customers acquisition cost. Okay. Then again nonmonetary conversions we

[3:18:15] have uh lead acquisition cost. You have like marketing spend upon total leads. Then ROI per lead you have an average purchase value minus lead acquisition cost. Right? Then we also have a forecasted revenue in which you can see

[3:18:28] your total leads into sales conversion rate into average purchase value right and if you want to calculate a simple ROI based on casting then you have forecasted revenue minus marketing spend okay this is basically for non-monetary

[3:18:43] okay this is basically for non-monetary because uh every time you measure your basically to analyze the thing because everything will not work very smoothly every time you will not get 100% of sales is you will only get 20 to 30% of

[3:18:57] sales. So that is the key focus area for you. Then what are the measurement metrics and tools? So like you can see here we have various tool to evaluate the campaign metrics. So

[3:19:11] campaign metrics. So ruler analytics, Google analytics, ciph. because it is free and it gives you an overview of PPC campaign. Okay.

[3:19:25] So from here you can see how much you have from paid search. Let's say I'm copying this and

[3:19:40] we'll have some you know established figure. So from paid search I can see I figure. So from paid search I can see I have generated $41,17 something. I want to see the source. It should be from Google CPC

[3:20:07] the total number of ads revenue which you have received okay 7.79% of the you have received okay 7.79% of the total revenue

[3:20:21] measuring matrix and calculating ROI. And again these are the same metrics like monthly visitor, customer lifetime value, conversion rate, traffic, cost per acquisition which is CP, landing page performance, keyword ranking. It's

[3:20:35] repeated here. Okay. Now what are the steps to improve ROI for any campaign? So main thing is to get more sales, increase sales and attract new customer, right? So first of all you have to ensure what are your

[3:20:50] core metrics. What is your core objective? Then you need to explore marketing channels right from which marketing channels are from Google ads,

[3:21:02] email campaign or SEO or direct people are coming or even through social media you have to explore the marketing channel. Then what you can do you can experiment using a test and learn approach right by launching a

[3:21:15] specifically test campaign through some promotions and offers of course to perform a ob testing every time you have a plan A and plan B then conduct a survey of sample whatever the campaign you have launched earlier you

[3:21:30] should have a you know some feedback some survey or some feedback given by the customer right so it's also very important to improve your ROI Then check spend and income. How much you can spend? What is your limit? How much you

[3:21:44] can generate. Okay. So this is from your uh ROI campaign, right? And uh now we can move to the next part.

[3:22:04] indicates that people are liking your contain content right high reach means people are liking your content people are getting engaged with your content so that you can analy analyze it and can get benefit for your paid campaigns

[3:22:18] also. they will have an idea that yes sir I can create a similar type of advertisement for these type of customer because they already liking my ads right now impression impression means how many

[3:22:33] times that particular content was being displayed to those users right it can be displayed to those users right it can be multiple times they can view your ad also impression lets you know about the effectiveness of that ad means

[3:22:48] effectiveness means is it impactful or Is it being engaging or not? Is it being fruitful for conversion point of view or not? Right? So it will helps you understand about the effectiveness of your ad.

[3:23:02] Next is it doesn't mean that the number of impressions you are getting you will get a conversion. No, it means if the impressions are coming and the clicks or you know action is not being performed, it simply means you have to rework on

[3:23:16] it. You have to republish it. You have to optimize it if it's not having any good impressions or in in spite of having impression but no clicks. Right? So this is the basic overview between reach and impression.

[3:23:30] Next we have a very very simple example you have in your YouTube and Google ads. So everyone is having a YouTube right? they see uh in YouTube like you can see

[3:23:42] unique viewers impressions what are the traffic sources for the impressions and CTR through that impression means clickthrough rate while in Google ads it basically measures two important metrics for unique reach number one unique users

[3:23:58] number two average impression frequency per user on daily basis how much time they are coming what type of customers are coming right to calculate unique reach Google ads basically we use statistics data on the based on user

[3:24:12] behavior and browser. So if you see about YouTube,

[3:24:36] I have 10 views right from last 28 days. Now if you just want to want to calculate for last suppose one year

[3:24:48] calculate for last suppose one year now you can see 669 views okay in in my now you can see 669 views okay in in my YouTube channel watch hours it's 8.1

[3:25:02] hours right and uh it's a total 8.1 hours then you have subscriber for hours then you have subscriber for subscriber I I just want to see the views I mean impressions. So you can see the highest impression. Let me just

[3:25:17] Yeah, it is in decreasing order. So you can see we have this video. I have this can see we have this video. I have this video in which the duration is about 1 minute 17 seconds and 173 views happened.

[3:25:32] Right. So this is a video how to track AI traffic sources through Google Analytics for in 2 minutes right. So this is my trigger point that through this is my trigger point that through these type of videos I can engage my

[3:25:46] customer right now if you want to go further you can see on the basis of further you can see on the basis of content

[3:25:59] right now we have a 5.2k 2K impressions, right? CTR clickthrough rate is 3.5%. Okay, so you can see for this particular ad, I so you can see for this particular ad, I mean particular video,

[3:26:16] because uh it's already an old you know video. Now you can see how users are finding your video through the channel pages to externally or through YouTube search. Okay, is this clear to everyone? How I can see

[3:26:33] from uh uh YouTube ads? Any questions here? Puja, Karthik, Wamshi,

[3:26:58] great. So, moving to the next part. Yeah, similarly we have Facebook reach and impression. When we talk about Facebook group, all of you are having and join Facebook group, right? There is

[3:27:12] also reach and impression. Okay, if you have a Facebook page, then you can easily see, okay, like for organic one, if you have a Facebook group, it will let you know about the the number of times the content were displayed for

[3:27:25] free. And if you talk about the paid version, so it basically your meta ads. Okay. Similarly, in Facebook ads, it is being categorized

[3:27:37] how your ads are being shown in terms of served. Served means the ad was displayed. It doesn't matter whether a user saw your ad or not, but ad was displayed, right? It is served. And viewed impression means how many times

[3:27:53] an actually a user saw that advertisement. Okay. So, let's see advertisement. Okay. So, let's see example here.

[3:28:11] Okay. Now I can see from here

[3:28:23] insights. I just want to see now I can see I have six views. So let me just uh connect with the last 90 days. 86%.

[3:28:36] 27 views right and the type of content is basically with the link I have 88.9% nonf followers 11% people have are followers. These are my recent post with

[3:28:50] the number of views. Right? I don't have any real. Let's talk about the post. Okay. So, it will show you the graphical graphical stats

[3:29:03] and no story here because it's not uh not not any there's no story yet posted not not any there's no story yet posted here. Engagement is only one. Right? So, this is an overview of Facebook page in terms of having impression and clicks.

[3:29:17] terms of having impression and clicks. Right? report. How you can measure the parameters? So if you want to measure

[3:29:29] parameters? So if you want to measure the effectiveness of your ad, right? So this symbol impression is up, reach is down means the ad is not effective in spite of getting an impression. It means you have to change the ad or you can say

[3:29:43] customize the ad to make it more relevant for the people. relevant for the people. Okay. So you can see here that impressions are coming but reach is not being happened. Okay. It means you are

[3:29:56] not able to target the right audience or there can be many reasons like uh the landing page is not optimized properly, the keywords is not properly selected or

[3:30:08] the quality score is not come uh uh good. Right? Then next one is your measure brand awareness. So if your impressions are good, reach is good, then definitely content is engaging to your audience and become interesting for

[3:30:25] them to get engaged, right? So content is reaching to your targeted audience multiple times and in this way you can have a very good chance of getting a have a very good chance of getting a qualified leads. Okay.

[3:30:47] Now uh we have uh effective frequency, conversion rate and engagement rate. number of times the ad has been exposed in a certain you know limited time frame

[3:31:01] in a certain you know limited time frame or a ad is being shown to the specific time with a specific action taken by the people. Let's say you have launched a Okay, you have launched a campaign for Christmas. Definitely

[3:31:18] uh the Christmas campaign will be more active from 1st December to 25th of December, right? After 25th of December, Christmas is over. No one will come and see. Okay, so it's talking about the number of times an individ individual

[3:31:33] see your ad to register the message. Okay, this is about effective frequency. So you have to you have to pick that zone also the time zone where you can hit your ad in certain period that

[3:31:48] people will definitely click because it is in demand. It is in demand. Christmas was in demand from 1st December to 25th of December. And if you talk about later new year, it will continue to 1st of January or even 2nd of Jan. Okay. After

[3:32:02] 2nd of Jan, no one is going to celebrate uh new year. mostly is highly celebrated uh new year. mostly is highly celebrated on 31st of December and 1st of January. Okay. So it will let you know about the how

[3:32:17] many times the message has been repeated while planning and executing. And in this way you can use the type of campaign, the ad type and the media. campaign, the ad type and the media. Now next we have

[3:32:32] optimize effective frequency. So it is optimize effective frequency. So it is quite important to see that how you are quite important to see that how you are optimizing your ads in every aspect.

[3:32:47] Number one, determine the average purchase cycle. Right? So most of your customers can be repeated. They are coming again and again on a regular period. for them you can launch a discount or you can try to sell a big

[3:33:01] discount or you can try to sell a big product because they are uh recurring customer. Right? Next is your evaluating the addressable market size. So

[3:33:13] the addressable market size. So if you have a if you have a short range let's say you have launched a campaign in Delhi for a particular particular reason. So only few people will come only the Delhi people will come. So they

[3:33:28] got bored. They will get bored because the same type of ads are appearing. So when you extend your market, you will have a great chance that people will come from different region and might have a chance to get conversion, right?

[3:33:41] Let's say NCR, Delhi, Gurong, Bangalore. I'm targeting these regions to sell any, you know, any special product in metro cities. So definitely uh it will not

[3:33:53] make people fatigue first of all because they get bored when they see similar ads. They want something different which is very engaging. Okay. So it comes under your addressable marketable uh market size. Next is your brand equity.

[3:34:07] Enable brand equity. If you're already a brand who need not to do anything. Do you think that Flipkart or Amazon need an SEO? Definitely they have various technical issues. No, because they are already a big brand. They got word of

[3:34:23] mouth, share of voice through the through people and people are trusting it. Of course, some are having a very poor feedback that uh Flipkart has not eaten my money and all that. They have a very

[3:34:36] low quality product. But if you see 90% so 90% more than 90% they have occupied the space. Okay. Next is your enable distinctness. Okay. Next is your enable distinctness. So if your ad is experimental so

[3:34:51] you you can do few experiment only one experiment rather than making it a simpler one. So do not make multiple experiment on your ad. Enable reception means your response is good. You can customize or do little bit

[3:35:06] experiment for your ad to get more leads. That's it. Access campaign duration. Here it means that uh you have to ensure that campaign should have a specific time like I was saying for the Christmas uh Christmas

[3:35:19] gift or Christmas launch campaign it should be from 1st to 25th December. After 25th December there's no use. So you have to define a exact range then

[3:35:31] you have enable channel spread. So most of the time you have to see if you are diverting through multiple channels people got confused. So if you are Google ads and continue with the branding purpose when you have some sale

[3:35:45] then you can do some another type of marketing. So sometimes multiple channel marketing. So sometimes multiple channel of marketing can confuse people right

[3:35:58] formula conversion rate it will let you know about the number of sales upon number of visits. Let's say uh I have 10,000 sales by 20,000 people have vasted. So of course

[3:36:13] I have 50% of sale and high conversion rate means uh it let you know about the following. It helps you to understand how you can improve more right. It

[3:36:25] depends upon industry to industry. It varies with the niches also and the type varies with the niches also and the type of product you are selling. Next, what are the ways to improve conversion

[3:36:38] rate? There are multiple ways. First of all, you can build a salesunnel and add some strong CTAs. Means you have to understand uh if you talk about sales funnel. So funnel means a path already

[3:36:54] we have discussed people coming to homepage then particular product page homepage then particular product page then add toart then check out and then purchase. So you understand on which particular zone people are coming

[3:37:07] getting engaged lacking and going right. Then add live chat and eliminate unnecessary forms. You all must be aware that when you open any new website or any type of you know well-known website you see a chat box to get some

[3:37:22] information. So it also increase chance of having the good conversion rate. Then you have a popup. Suddenly you see a popup and the videos are coming. Sometimes it is very irritating also. You have to make sure do not disturb

[3:37:36] engaged with some specific elements. Right? It can be later or sooner if Right? It can be later or sooner if you're having a popup. Okay. Next we have website speed and track the interaction. Right? So speed is very

[3:37:50] important. If your website speed is not good then why the people will come? It comes under your technical fault. Right? So in this way you can have you have to ensure uh to improve my conversion rate I will see the website in speed also if

[3:38:05] you talk about the speed so speed should be less than 3 to 4 seconds in within 2 seconds it should open or ASAP because no one have a time to wait for the website to you know load and open or even if you're

[3:38:22] know load and open or even if you're having a ad so it should not occur slow uh on a slow basis. If you talk about any banner ads, right? Then you have create a social med social social media presence and having a product

[3:38:36] description. You all aware of social media. You can have a different type of uh business page where you can see the discussions are going on or the forum discussions are going on or the forum type of thing. Then use SEO while in

[3:38:50] SEO is very important if you want to achieve a organic result and this is also one of the way to get improve your conversion rate. Any questions here

[3:39:02] regarding conversion rate the improvement guys? Karthik Vijetta Puja any questions? Amod I don't know whether Namud is here or not.

[3:39:25] Okay, great. disadvantages. So let's go first with the advantages regarding conversion

[3:39:38] rate. Right? So it will helps you to analyze the performance and compare the performance of every channel. Then next is your you can set your ROI expectation. Then you can see the you can identify

[3:39:53] the potential customer. Potential customer basically means who got converted. Right? You can see what type of button they have clicked, which time they have spent and what are sources that people

[3:40:07] got converted, what type of content you have written. Right? So it is your uh identifying of potential customer. Then the most important which channels are

[3:40:19] effective for promoting a specific app because you can see the various channels over there. I mean in terms of digital marketing like you have organic, social, paid, direct, referral. Okay. And also uh conversion rate helps you to

[3:40:34] understand about the UX and UI improvement the website UX and you know improvement the website UX and you know uh visibility the thumb port or you can say uh what you have the size it should be compatible to other devices like it

[3:40:47] should open properly in the mobile device properly in tablet and of course device properly in tablet and of course properly in desktop that's why we call user friendly website nowadays you have to make user friendly website so these

[3:41:00] are the advantages Now if we talk about the dis at disadvantages. the dis at disadvantages. So conversion rate uh it goes it uh So conversion rate uh it goes it uh decreases when a site grows. Of course

[3:41:12] when you have more number of products and pages you have a you have a chance that yes the conversion got declined because people information. You have to make them aware

[3:41:26] right. So you have to work on it. Then it also depends upon the type of people. It vary from person to person. Then it also got reduced as a result of site engagement because you have a 100% site. But you can see only 30 30% pages are

[3:41:40] being engaged. 30% products are being you know uh sold you know uh sold by having 70% engagement right. So it by having 70% engagement right. So it also helps you to uh I mean get uh uh

[3:41:54] reduced on the site engagement part. Next you have it do not influence the site performance. If you increase the site performance. If you increase the site it doesn't means uh it got uh

[3:42:07] performance get improved. No, because sometimes there are multiple reasons you got an update or you can see uh you got some uh uh like uh policy issue. Okay.

[3:42:22] And some sort of these informations I mean they can vary. Next we have it doesn't guarantee the conversion of the site visits. Of course if the people are purchase. I am reaching to flipart every day. That doesn't mean I will purchase

[3:42:38] iPhone t-shirt every day. Right? So it vary from person to person. Next we have uh engagement rate calculation terms of social media type measure the level of content and the marketing effort. So engagement rate is

[3:42:54] equal equals to total engagement upon total followers. Suppose you have 1,000 followers but the engagement is of only 10%. So 100 people are being engaged. So total engagement upon total followers into 100. Now how to engage them in a

[3:43:11] multiple way there there are various things which where you can include them about it should be attractive informative and beneficial. The website you should have a proper website with a proper name. Then social media it's

[3:43:27] evergreen. And the brand value brand can be get from your paid marketing. Then we have engagement rate factors right.

[3:43:42] So you can uh engagement needs to be optimized based on some you know factors to get more conversion. First of all uh it must use network relevant to the visitor. Let's take one example. Suppose I have a page. I have various button of

[3:43:57] I have a page. I have various button of sharing Facebook or Twitter. The people will get this share. But if I increase the button Facebook, Instagram, Twitter, YouTube, LinkedIn, A B C. So you know it got distributed

[3:44:11] and the value will decline. Okay. So you have to make sure what are the important social sharing buttons should be there. On that basis you can optimize your web page or content. Then it needs the right amount of engagement within your

[3:44:27] content. If you are writing anything in your landing page, make sure that it should be relevant to the user, right? Especially the ad campaigns which you are creating, the type of ads you are creating, it should be relevant, right?

[3:44:40] It should contain the effective information. Otherwise, no one will get You will not have you will not have any type of benefit from there. Okay.

[3:44:57] disadvantages. So engagement rate will let you know about the accurate representation of your content. Right? If your content is performing well you will have your views increased and reach increased.

[3:45:11] It will let you know about the audience interaction. The level of audience interaction on which particular section they are getting engaged. Right. Next you have it will let you know about the content quality. If the quality is not

[3:45:24] good, it's a waste of time for the vehicle. They will bounce back. Next, it also helps you understand about the influencers performance. If you have uh any a specific brand or you are just promoting through the c through the

[3:45:37] celebrity, it will let you know the uh information for there also. Then you can also see the how your competitors are performing, right? You can check from

[3:45:49] there how they are manipulating I mean how they are going over you they have crossed you why they are having a very good insight insights as compared to you can see their website what type of products they have launched how many

[3:46:04] products they are uh they are finding right disadvantages so it prevents between you know important interaction sometimes if you have a large website right you need a

[3:46:19] very deep customization to do dig and drill the for dig and drill for deeper drill the for dig and drill for deeper insights every time it fails to become a primary conversion matrix so definitely there are some sort of uh disadvantages

[3:46:31] there are some sort of uh disadvantages but I can say this is not a disadvantage right there's always an opportunity to increase more because nothing is 100%

[3:46:43] increase more because nothing is 100% efficient in digital marketing okay so efficient in digital marketing okay so This is an opportunity. customer engagement. Right? How you can increase your engagement of your

[3:46:58] customer? Number one like uh you can use a live chat. You all aware of it. Next you can share the content on social media platform like Facebook, Twitter, LinkedIn. You can offer a digital experience like

[3:47:11] you can have your website should be open through mobile devices. You can make relationship with your customers to give them some surprises, some some sort of discount and offers to convince them. Then you can personalize

[3:47:26] customer experience by providing a special service that s you have an offer till today you can launch it. I mean you can utilize it. Then you can humanize the story complete story like uh we were having only two customer now we are able

[3:47:40] to achieve more than thousand customer in Delhi NCR region. some sort of a story so that people's mind can change that yes I can go through this company that yes I can go through this company and uh check the products then you have

[3:47:53] uh you can create a content based on your customer's history so definitely sometimes you have a white paper or you can say what we call case studies okay this issue but within 24 hours we have resolved it okay so this sort of thing

[3:48:10] you can create then you You can get a custom loyalty programs. You can connect on social media. Of course, the feedback is very important. Based on the feedback, you can improvise. So, these are the ways of getting engaged.

[3:48:28] Then we have some uh platforms smart carrot right benefits. So, a basic you carrot right benefits. So, a basic you know some information we have extracted. shown you the analytics part right. So we have done with region impressions.

[3:48:44] we have done with region impressions. Okay. Now uh moving to the next part of this uh calculation.

[3:49:06] know about the bounce rate. People are coming on one page and going. What is exit rate? Exit rate is the last page, right? So let's go one by one.

[3:49:29] visits in the session. How many people are coming to our website, right? And uh there's all always a onepage visit in bounce rate, right? Number two, if it

[3:49:41] gets registered, it gets registered if the user exit from coming and going. This is called your bounce rate. You already know it's always a onepage visit. It lacks overall engagement, right? It is always your

[3:49:56] first page. There's no second page here. And it helps in improving your site content. Why the people are leaving my page? There is some specific reason. It means they are not able to find that particular page suitable. Okay. But if

[3:50:11] we talk about the exit trade, exit trade means the last page visit in the session. He or she come from various pages 1 2 3 four and fourth page is the last page that comes under your exit trade. So it is independent on user's

[3:50:26] last activity. Okay. Because there can be multiple sessions during that particular visit. There may be more than one page visit in exit trade but in bounce rate we are having only one page visit. Okay. So

[3:50:40] exit trade also represent a specific issue. Suppose someone is reaching to 1 2 3 four four pages and the fourth page he got terminated. It means there is fourth page you have to work on it. And of course it always refer to the final

[3:50:55] page. So one important thing all bounces are exit rate but all exits are not are exit rate but all exits are not bounces. It's very simple theory. Okay. bounces. It's very simple theory. Okay. Now we have a formula a very simple

[3:51:15] visit upon total visits to the website. So I just want to see%

[3:51:28] means homepage and 50% bounce rate from the internal page. Right? So 60% is a high bounce rate. We need to improve especially the homepage. What we can do, especially the homepage. What we can do, how to analyze it, right? And exit rate

[3:51:43] is basically the last page, right? The number of people who exit the website upon divided by total number of views received. Then we have a benchmarks for bounce rate.

[3:52:04] how you can enhance your website performance to get more conversion. Okay. So here we have one scenario 26 to 40% is considered as good. Greater than 70% is high 35% is alarming 50% is troubling more than 50%. Right? So if

[3:52:21] you see here like if you talk about landing pages landing page means service pages. So it's 70 to 90% bounce rate 70% to 90%. For the blogs because no one is

[3:52:33] interested to get the blog uh to get read also the 70 to 90%. For e-commerce site it's 40%, for content again 40 to 70%, lead generation is 30 to 40%, desktop user is 42%, mobile 16%. So if you see overall

[3:52:50] scenario it's very important to understand that your bounce rate should not be more than 40%. Right? Lower the bounce rate more your website will get performed. Okay?

[3:53:09] How you can do? First of all you can set a realistic expectation means uh what is your objective? Your objective should be clear. Your goal should be clear. Number

[3:53:21] two, attract relevant traffic. If your traffic is not as for your targeted there is no use. So, you have to ensure that the traffic which is coming on your website, it should be relevant as per your targeted audience. Then, uh create

[3:53:36] multiple landing pages, right? You can create a service page. You can define a proper you know description, meta description and elements and your uh

[3:53:49] heading tag, images, metatitle, right? Then improve usability means grammatically it should be correct. Okay, otherwise people will again get frustrated if the information and the grammar is mis having a mistake.

[3:54:11] say organized layout. So call to action button should be less. It doesn't mean that you can put on putting the button add to cardart every time every you know send message and all that. It should be proper. It should not be over stuffing.

[3:54:25] Then you have your load speed. Load time right the load time should be less than 3 seconds and should have a good page speed score. Then unnecessary pop-ups you have to avoid. You can't frustrate the people, right? You have to avoid

[3:54:40] the people, right? You have to avoid distracting pop-ups. reduced? So, first of all, you have to create a survey while the people are leaving. You need to get some feedback. Okay? Then

[3:54:56] trigger exit pop-ups means uh you can redirect them to the same similar type of products so that they can stay there at least. Next, we have call to action button optimization. Make sure that add to cardart or submit contact us form

[3:55:09] button should be placed in a proper way. It's not randomly. Okay. Should align It's not randomly. Okay. Should align some structure. Okay. Then a obl B testing. So you should have a plan A and plan B. Right? So this is about your

[3:55:25] bounce rate and exit rate. Any questions still here regarding practices to reduce bounce rate? I think it's it's very simple.

[3:55:37] rate? I think it's it's very simple. It's theical and easy to understand

[3:56:00] Now we have a last part of analyzing customer journey. It's very important. Analyzing customers journey through Google Analytics.

[3:56:35] right? Awareness phase to get uhformational content then consideration phase means comparing of the product or becoming you know checking with the friends. Then the purchase decision. This this was the last stage to become a

[3:56:50] qualified lead. Then the most important thing after completing the purchase are this are this customer is retainable or not? retention phase. So you can get the notification of any particular product similar to that one which you have

[3:57:03] purchased about advancement right and you can also attract the new customers with the positive feedback in analytics journey. So these are some you know journey. So these are some you know important phases that uh analyze helps

[3:57:18] you to analyze the process of customers journey how they are moving to each segment. So there are some example like Spotify it's a you know music experience Spotify it's a you know music experience Turboax regarding software uh online

[3:57:31] Turboax regarding software uh online software deal with the taxes Amazon software deal with the taxes Amazon about your you know uh getting engaged more through the sales funnel then

[3:57:44] what are the benefits of customers journey through analytics number one it are loyal or not it means they are coming and purchasing and following the same things as per your you know uh campaign which you have instructed

[3:57:58] there. Then improve customers lifetime value. These are the repeated customer that keeps coming time to time. Then it provides real time data in real time. provides real time data in real time. You can see in analytics like

[3:58:14] just want to let me show you the website.

[3:58:44] So if you just want to see in real time, you can go to the reports.

[3:59:01] time I have 65 person in last three minutes. Active user is eight again from different region it is coming. You can see in the map from India also most of the people are coming right. So you can see

[3:59:17] that what type of page it is and segment of channels and segment of channels events are there.

[3:59:39] experience of the customer, their feedback, right? And getting maximum ROI some benefits. You all already aware of this. Now goals in Google Analytics,

[3:59:51] right? So first of all go if you talk about Google Analytics goal means to set about Google Analytics goal means to set up lead. So in e-commerce website the goal is the revenue the success page the final purchasing page right but in

[4:00:07] non-ecommerce site it is basically your destination page of completing the completing or filling up the form. So if you see uh there are multiple ways to generate a go number one event like a specific button interaction people are

[4:00:21] clicking. Then we have destination destination page which we have filled a form just now in starting I was talking about crazy egg. So I have filled a form about crazy egg. So I have filled a form and uh shown the goal there. I will

[4:00:35] again do this. Then other goal is like pages per screen or how much time the session has been viewed. And the last one is a duration. So let's pick the one is a duration. So let's pick the destination goal. Okay.

[4:00:53] So see properly guys. I want everyone to see it properly how we are doing it.

[4:01:09] Already I have a website a blog page right. Now you can see here I have this page suppose

[4:01:27] okay I have this particular page right this is a contact us page I just want to this is a contact us page I just want to track this uh goal leads through Google track this uh goal leads through Google analytics how I can do let's Okay.

[4:01:49] Email ID have uh this is a test message. But before doing this, before doing this, let me show you

[4:02:04] the website how we have reached here. Let's say this was the website. Okay. Okay. I have opened this page right

[4:02:29] contact us button you have clicked and you came to this page. Right? Now you are filling the form. You are filling the form. Please see properly when I will click this send message. Okay, please see this thing.

[4:02:44] This is contact us. HTML. When I clicking send message clicking send message now see the URL structure got little bit changed

[4:02:56] right. So whatever the funnel pages final page you have that is your final page you have that is your destination page. But here we have a dynamic page which contains equals to and other things. So again if we see

[4:03:10] and other things. So again if we see here

[4:03:24] so page I have two pages suppose number one is contact us page. suppose I'm filling it.

[4:03:45] So I'm doing a send message. Now you can see the thank you page is coming right. So this is a destination page means whenever people have successfully filled a form it is showing the thank you page. Now this is my tracking page. So I will

[4:03:58] Now this is my tracking page. So I will track this page in the form of goal. page in the form of goal the lead. Right? So let's take how we can

[4:04:12] implement in Google Analytics. So I have Google Analytics.

[4:04:30] Now what you have to do? You have to go to the admin section at the very bottom any questions you can please let me know.

[4:04:46] Now you guys scroll down and under the data display section there is an event. data display section there is an event. Click here. events here. Now you have to create your own destination one. So you can click on

[4:05:01] own destination one. So you can click on custom events create suppose uh form right

[4:05:16] right form completion.

[4:05:30] dash support. This is my lead page. Okay, lead right. Then a page view URL contains first of all you can see if you submit with a form submit. So you can check this option. You can mention the URL

[4:05:46] right and click on create. There's also one option of create with code. Don't touch it because do not spend waste your time in creating a code. You can simply use a destination page here. Create it. Okay. Now you can see the name is not

[4:06:02] correct. So I have to use underscore dash is not acceptable. dash is not acceptable. Mark as a key event.

[4:06:23] fine. I have created

[4:06:37] letters or underscores. So we have form completion.

[4:06:49] I'm taking form completion simply might be some issue here. Let's see the rename it properly. Okay, now let's see.

[4:07:13] So don't set let's say don't set a default value. The input can consist of only letters and digits. So I have given a letters and digits. Suppose let's say completion. Let me see.

[4:07:35] because there was some issue in renaming because dash was not accepting. Okay. So once you do this you have created a goal here. Okay. Is this clear to everyone? Any questions till here in uh creating a

[4:07:50] goal through the custom events guys? Karthik Puja Karthik Puja did you guys got this? Vijetta how I did you guys got this? Vijetta how I have created it's very simple. Okay,

[4:08:09] taken and simply we have saved that destination page as our last uh you know lead form URL and just tracking the things. If you want to see definitely it will be in real time also because I have opened that page it will be showing in

[4:08:22] real time also if you want to see that was a thank you to page right

[4:09:06] Now you can see the same page is coming the thank you. Okay. So this is clear. Now moving to the next part. So the same goal process is being defined through this step one, step two, step three. It is of old Google

[4:09:20] Analytics which was Google Analytics 3. Now we are in Google Analytics 4. It is an upgraded version. So just now I have shown you one example. Okay. So you can ignore this step because I have shown you the exact step. Now Google Analytics

[4:09:34] you the exact step. Now Google Analytics conversion someone is completing any activity like purchase, making a purchase, signing up

[4:09:46] a newsletter, filling out a form. So filling a form already we have given I filling a form already we have given I have we have you know just created signing up of newsletter. There's a you have to fill in the same way for filling

[4:09:58] like a form and you can sign up. Making a purchase is basically the revenue part. So revenue is shown in Google Google Analytics.

[4:10:51] mean the revenue. So you can go to the reports again

[4:11:07] so here you'll see here you will see that uh through analytics you can track the revenue also you can see you can sort not decreasing order here you go Okay. Item revenue.

[4:11:34] uh type of conversion. There's a minor difference like micro and macro. Micro basically you know a minor and small a little action taken by the user just viewing the website and macro is a highly a large value right performed by

[4:11:48] the visitor on their website. Micro basically tracks the early phases and macro the last phases. Early phases means website visit or coming to the means website visit or coming to the landing page. Final visit means purchase

[4:12:01] submit button. Okay. Micro which contains about the audience access with the interaction with the content. But macro after reading content are they completing the goals or not? Are they taking any actions or not? Right? So

[4:12:15] this is a basic difference between the conversion point of view. Now measuring measure using Google Analytics goals and conversion. Already I have shown you how to uh create a goal through Google Analytics to the custom event section

[4:12:29] and it is talking about the old old Google Analytics 3 website. Now we don't have this option. We have a new option with a custom event, right? So you can with a custom event, right? So you can just ignore it.

[4:12:46] visit. Now this is important UTM codes already I have taken a last week session. So UTM course first of all it is for your uh paid marketing campaigns is for your uh paid marketing campaigns right it is not for uh free marketing I

[4:13:00] mean for not for SEO so UTM codes basically a code that is placed at the end of the URL right so let's take a very simple example

[4:13:23] so I have this website suppose right now

[4:13:39] of the uh options there are multiple tools free tools available so let's say tools free tools available so let's say website URL I have this website URL website URL I have this website URL Okay.

[4:13:58] >> Campaign source. Suppose uh I'm using a Facebook social medium campaign name. If you want you can use

[4:14:11] it. Suppose you are having a offer or discount. I'm taking offer. Okay. and campaign term you can use it but it is optional. So you can see this is the

[4:14:23] URL I got generated. At the end of the URL all the things are mentioned right and if I post this I use this link anywhere in social media it will get

[4:14:35] tracked in Google Analytics. Let's say Let's say let's say best web agency.

[4:14:53] Best agency in India. Okay. Uh check out

[4:15:11] Now you can see it is generating an image.

[4:15:37] can see I have posted this one. Now suppose I'm clicking this. Okay. suppose I'm clicking this. Okay. If someone is clicking or coming here

[4:15:50] structure is having all those UTM parameter Facebook social campaign offer. Right now I just want to see whether it is trackable or not. Okay. So you can have your Google Analytics. You can go on the real

[4:16:06] Google Analytics. You can go on the real time page overview. user and uh

[4:16:19] professional web design. Let me just again click on this because recently I again click on this because recently I have created right and if I just want to have this information in my URL structure then definitely it should

[4:16:32] track okay right so e-commerce marketing funnel right so e-commerce marketing funnel basically it is a path that makes customer to do a purchase right if customer is coming and they are

[4:16:47] purchasing anything so it means they have followed follow some path. They have followed follow some path. They have visited any particular page and have visited any particular page and from there they got some interest and

[4:17:00] because of this interest they click on any particular product and after clicking it they went to the check out page and purchase the thing. It doesn't mean that they have come for the first time and purchase.

[4:17:15] time and purchase. It might be it can take a time like uh they have they have been uh coming through some social media or any SEO part right by having that particular information through their search queries

[4:17:30] information through their search queries and after that they have completed their purchase right. So it will let you know because marketing funnel is very important. So funnel will

[4:17:43] let you know about the awareness right. So it will start with the creating awareness of any particular product particular service and completed with a purchase right. So there are two things

[4:17:58] number one if it is if it is any e-commerce site then definitely it will end with some purchase and if it is any non-ecommerce site like uh website non-ecommerce site like uh website services then it will come up with by

[4:18:13] completing a uh lead form or submit form or contact us form right and why it is coming it is coming basically by having a root

[4:18:27] And people are aware that something is there and people are purchasing. Right? So the first step in marketing funnel is the awareness. It start with the awareness. Right? So awareness can be any platform. It can be your social

[4:18:43] media. It can be your direct channel. It can be your uh paid campaign. Anything but the end result is the purchase always. Right? Second important thing

[4:18:55] always. Right? Second important thing that it is useful in establishing your brand. In other words, it helps to increase your brand awareness and convert visitors to repeated customer. Right? So

[4:19:15] coming and it establishes your brand right? whatever the brand you have of right? whatever the brand you have of your uh web page and it helps you to make people to come again and again right if people are coming again and

[4:19:30] again it means it is some brand that's that's why people are coming so let's take a very simple example your flipart and Amazon I guess everyone of you on you know weekly or monthly basis go on these things why why we are going on

[4:19:46] these things because it is already established brand right? Flipkart and established brand right? Flipkart and Amazon app or you know Mishow services they are already an established brand people are aware of it their uh social

[4:20:02] proof is quite high right and uh due to this if you apply the same strategy in your funnel you will understand that yes at this particular point I have to improve and once you got an improvement you will see

[4:20:18] the number of people are increasing and chances of conversion get increased, right? So, conversion gets increased means more people will come and of course you will have a chance that repeated customer will also come.

[4:20:36] repeated customer will also come. Okay.

[4:20:56] overview. Now e-commerce funnel stages. Right. So we have four stages. Number one it's awareness stage. Number two interest

[4:21:08] stage. Number three purchase stage. And number four repeat stage. Right? So number four repeat stage. Right? So number one is awareness. So awareness is number one is awareness. So awareness is very important to initiate any step

[4:21:22] due to which customers learn about your product. Right? Now you can ask me sir product. Right? Now you can ask me sir how I can increase the awareness. Right?

[4:21:37] any digital marketing activity for any campaign for any website for any app it is nothing but you are just creating an awareness through your services right so

[4:21:49] awareness can be from your different channel it can be from your social media channel it can be from your social media PPC referral SEO right from the where the people are coming and they can have some interest there right and uh in the

[4:22:03] uh you will see the people are just checking the products checking the products and it makes them to compare the things right suppose someone is interested in purchasing iPhone

[4:22:17] purchasing iPhone now their option will be that uh uh I now their option will be that uh uh I should purchase iPhone 16 or 16.1 right based on the configuration they got a chance to compare the things

[4:22:32] so you can see Here they have already got an interest and they are just getting engaged by comparing the product because they have to purchase. They are already on this stage through some funnel activity which you have already

[4:22:45] designed for them and you will see that yes these are the people who stayed for on my website at this particular path on step two or step three right and they have just compared and this is important page for me right. So interest stage is

[4:23:01] basically developing your customer's interest. Next we have purchase. Of course after having all the interest and final having all the interest and final confirmation you have a purchase section

[4:23:15] where the customers are completing their purchase part. They have purchased the product. Now after that there is called a repeat Now after that there is called a repeat stage. Right?

[4:23:32] In repeat stage you know the customers are repurchasing the product. Why? Because can anyone tell me why the customers are coming again and customers are coming again and repurchasing the product? Why this uh

[4:23:45] Karthik we have awareness interest and purchase add to cart check out and purchase but repeat stage what does it indicate? Can repeat stage what does it indicate? Can anyone tell me?

[4:24:21] So service and the quality right because you you know just take a very simple example we are going every time on Amazon and Flipkart why because there is a loyalty there's a you know uh trust on these

[4:24:39] there's a you know uh trust on these platforms that's why it is a repeat stage and it is very important if you're having your repeated customer that increases your brand authority that helps you in getting reviews,

[4:24:54] right? And also that is that will help you to identify your potential customers. Okay. Next we have steps to optimize e-commerce marketing

[4:25:09] steps to optimize e-commerce marketing funnel. Right.

[4:25:43] So there are multiple touch points single touch point then early touch points. So and a middle touch point and a late touch point. So single touch point only the first touch point which is not associated with any

[4:25:58] other touch points. Then early touch points you can see the credit is given points you can see the credit is given 25% to early touch points. Then mid touch point basically the people are in in the some middle of the section or

[4:26:10] in the some middle of the section or middle of the pages by having uh from initial stage to the last stage. The uh intermediate stage it is being credited to the mid touch point and the last one is your late touch points. It

[4:26:25] last one is your late touch points. It is the towards towards the last 25% of is the towards towards the last 25% of their total conversion path. Right? So you can see here the touch point based on the channel it is divided here

[4:26:54] so everything is available in Google analytics tool right that's why in practical uh I will give an assignment to create a Google Analytics installation for your blog or any website right and that will help you to

[4:27:10] website right and that will help you to understand that how my campaign is going because once you install Google Analytics code everything will be set by default right you need not to come here and set the things it is by default okay

[4:27:34] marketing funnel to the conversion trigger means you have to map your uh funnel stages to the conversion trigger. So for that what you have to do first of all you have to create a plan. Plan is not like something that you have

[4:27:49] to go in detail. Simply you have to pick take your u main pages the important take your u main pages the important pages right for a test and uh on those

[4:28:02] pages you have to provide all the relevant information or product information or social proof so that customers can can come and after

[4:28:15] having that particular trust they have through the information they can get through the information they can get engaged list. Okay. And uh it will help you to execute conversion for each funnel stage. So middle step is very

[4:28:29] important to make the customers engaged. Right? How it is possible? It will be possible once you have a proper product information like

[4:28:45] I have suppose this website

[4:28:58] let's say I have searched any particular keyword like Suppose this is any particular cream right and I have searched in Google. Now

[4:29:13] you can see my blog page is coming. My website blog page is coming. You can see on the second or third position. see on the second or third position. Okay. Now this is the information which

[4:29:28] Okay. Now this is the information which I have provided through my blog page. Right. It's about Lotion P501970. You can see this is a page. Now the content is quite good here. It it is heavily loaded and also you can

[4:29:46] it is heavily loaded and also you can see the interlinking and links. Suppose I'm clicking on this link. Now I went to the product section. I have the information of product. I am a customer suppose. Okay. And I can see

[4:30:03] this is the product. First of all, my eyes will go here. The reviews is five star 4.96 out of five 1193 uh reviews. I can

[4:30:15] 4.96 out of five 1193 uh reviews. I can see the latest reviews also in 2026. see the latest reviews also in 2026. Right? After having all the information now I can trust on this particular product. So basically I got engaged

[4:30:28] right for this particular query and the product and it helps me to execute the product and it helps me to execute the next step like add to cardart. Okay

[4:30:41] right these are the engaging steps. So that's why it was mentioned here about driving and recruiting conversion for each funnel stage.

[4:30:56] next is determine at which point your visitor turns into a lead. Means if you see here you have to understand on which

[4:31:10] you have to understand on which particular section people are engaged particular section people are engaged and uh here you can see a word lead nurturing strategy. It means the people are already showing interest and now

[4:31:24] it's up to you how you can make them converted. Okay. how you can make them converted. Okay. So for this you have to ensure that whatever the page on which they are landed your customers are landed it

[4:31:39] should be well optimized well detailed If it is a product page, make sure it should have a you know proper reviews

[4:31:55] should have a you know proper reviews or uh the buttons of add to cart, add to wish list. It should be working. It should be engaging. It should not take a lot of time to go on click or loading time should not be

[4:32:08] high. Right? So you have to analyze these points here.

[4:32:37] for this and uh e-commerce purchases. Right? This is the first option. Second is the purchase journey and third one is the e checkout journey. Let's see what the e checkout journey. Let's see what they are.

[4:33:01] So you can see this is a type of funnel. Funnel steps you have Total view of the website is taken as 100%. And after that how many of them

[4:33:14] 100%. And after that how many of them has viewed the product? 19.4%. Right? And after that how many are doing add toart

[4:33:26] how many are doing add toart out of these 19.4%. 23.6%. Then 54.2%

[4:33:40] have done the purchase. So if you see here it will be easy for you in numbers because the number keeps on decreasing right the numbers keeps on decreasing. So now I have suppose

[4:33:58] So now I have suppose total session 54,000 from mobile and I total session 54,000 from mobile and I have product views 5,000 something have product views 5,000 something then out of 5,000 886 add to cardart

[4:34:12] then how many on checkout 416 and how many on purchase 91 people have purchased purchased right these are the steps for funnel and

[4:34:24] Uh you can also create a funnel here in your customized way. Okay. So guys let me know if you have any questions till here in the funnel part which I have

[4:34:36] question. Puja Karthik Amod.

[4:34:56] Okay fine. Uh Atra

[4:35:16] So I hope this is clear to everyone. Right. These are the stages. Now moving to the next part.

[4:35:31] traffic to the product page. Now here we will discuss about the uh funnel strategies to improve your existing traffic for your product page.

[4:35:43] Now we have different section number one SEO right it provides a keyword strategy whatever the page you have it will be coming through keywords. have it will be coming through keywords. So since the SEO word is here can anyone

[4:35:58] So since the SEO word is here can anyone tell me what is SEO? Any idea already I tell me what is SEO? Any idea already I have discussed this thing have discussed this thing what SEO is.

[4:36:12] Karthik I want Puja to also join among other participants. Please join. Just tell me what you think SEO is. What you know what you think SEO is. What you know about SEO.

[4:36:31] I know people will Google and see search engine optimization that's fine right engine optimization that's fine right Karthik any idea SEO

[4:36:58] search engine optimization basically I will explain you in a will explain you in a uh life and practical way. Suppose

[4:37:15] have to search anything. What I will do? I will go to Google. I will go to Google. Okay? I will go to Google and I have Okay? I will go to Google and I have searched suppose

[4:37:29] shoes or let's say only shoes. Okay. When I search this as a shoes, you can see the results are coming.

[4:37:44] These are your sponsored means paid ads. These are your popular products. Right now you can see the very first website here. I am clicking on this website. Okay. So the process of getting

[4:38:04] a result for the website through a keyword or any query in simpler words the query which you are searching and based on that query the top three or top two results which are coming and people are clicking

[4:38:20] that is called SEO search engine optimization means this search engine optimization means this website is being fulfilling the SEO part since this is Mantra Flipkart they don't need SEO because they are they are well

[4:38:34] need SEO because they are they are well branded let's move down sketches.in You can say here right this is a third coming in the third position. So SEO is basically your improving the visibility of your website

[4:38:48] through search queries. It is it is showing only the free result. It is coming through any paid result then that is not SEO. It will not count in SEO.

[4:39:01] Okay. It will count under paid ads. So for SEO it will be ad free non-sponsored like this ones right first second third. So when I search the shoes so I can see these are the list of website. Now suppose I'm

[4:39:18] the list of website. Now suppose I'm customizing it black shoes. Okay. myntra is coming flip card second position.

[4:39:32] Third is pin interest then campus shoes. Okay. then campus shoes. Okay. So okay Karthik. Yeah you're right. When we search through the keyword right also

[4:39:48] when we search any query instead of writing keyword because keyword is little bit technical term for the user people. Simple words if you search any query that query is a keyword for your

[4:40:02] website actually when you will when you will do optimization

[4:40:19] yeah right new non-sponsored also have a good services and a product also yes it doesn't mean do you think that flip cut and Amazon need SEO. No, without SEO they are coming because it's already a big brand, right?

[4:40:35] So it doesn't mean for big brands you have to do SEO to do consistency people new website, right? So it's not easy to come on the first page. First of all, you have to get registered on the top 100. It's very

[4:40:49] difficult. You have lacks of website and competitor. competitor. Okay? for every niche.

[4:41:04] nonsponsored means SEO also have a good service. If they're having a very good service then definitely people will search again and again and come on their website either typing a brand name right or either either having some specific

[4:41:18] query so they will reach so doesn't need you know it is called a trust value

[4:41:30] different we are excluding advertisement means paid part right means non-paid means paid part right means non-paid Right? SEO means without any no uh

[4:41:42] social I mean your paid ads campaign it's free only SEO you can do free okay you didn't you need not to invest anything uh for CPC or CPA or Facebook

[4:41:54] ads right so it's totally a different concept SEO and ads right

[4:42:06] discussed about keyword. Then second one is the social media part. Right? Social is the social media part. Right? Social media is a quite booming and it is very helpful in generating awareness and interest. So our intention was

[4:42:23] how to increase the traffic to the product page. These are the options for you. Right? If you'll see social media SEO

[4:42:35] Right? If you'll see social media SEO and uh in social media people run a campaign, create a campaign or create a community or create a Facebook page, community or create a Facebook page, right? Then you have PPC. It's pay per

[4:42:49] click. It's a paid result. Then you have influencers and affiliates, right? So influencers basically uh you will see you are basically uh you will see you are getting endorsement to any celebrity or

[4:43:04] affiliate marketing basically when your product is being promoted by third product is being promoted by third party. Okay. And uh you can target your party. Okay. And uh you can target your audience based on the uh you know

[4:43:17] famous personalities collaboration or testimonials right. So suppose you have a website of shoes and somewhat if you'll see Virat Kohli is uh Virat Kohli

[4:43:30] is promoting your product or definitely people will come and come again and people will come and come again and again right so

[4:43:44] and celebrity advertisement you know people are having uh offline advertisement I mean you can say it's a traditional way but no one is doing offline nowadays. Everyone is busy on online doing a promotion. If you talk

[4:43:58] about any suppose any new movie releases and you can see that uh the actors and actress do a promotion for their film also before the release date one week ago. Right? So this is also nothing but a way of increasing the marketing

[4:44:16] so that they can get a business. Right? Then media rich ads in which you have Then media rich ads in which you have your uh video ads, banner ads, animated your uh video ads, banner ads, animated ads and whenever you are scroll down you

[4:44:30] will see banner ads are coming and this is also converting your link retargeting. Okay. So these are the funnel strategies where you can boost

[4:44:42] your traffic, you can retarget your customers, you can do SEO, you can raise awareness to social media even means you have a lot of ways to advertise your

[4:44:54] have a lot of ways to advertise your business and get your customer on the business and get your customer on the top with your services.

[4:45:09] Then you have middle funnel, bottom, middle funnel, bottom funnel and after middle funnel, bottom funnel and after sales strategies.

[4:45:26] Now middle of middle of the funnel is very important and how we can you know increase this enhancement to make our customer to purchase my product. Right? Number one invest in email marketing. So let's say uh assume like uh you have

[4:45:42] already been you know gone through this particular uh happening particular uh happening like somehow you went to any website right or any any app or somewhat you have checked the product and uh you are

[4:45:59] not able to purchase you have decided that I will check later but uh you know sometimes when you have entered that website they have asked your name first name last name email id to open that particular page. Okay.

[4:46:13] where you have reached that page. It is being stored in their database and you have just you know manually and just a very small for a small period of time you have just saw the things and and can see yeah I can see this and you get back

[4:46:29] you will see you will get a email notification notification day by day that uh you have the product added in the cart you have a last chance to purchase it right also So you will

[4:46:45] get some update that we are having an offer of 15%. And this is a last chance you can utilize this offer right or even they can share you some ebook or video links that these are my recent customers or these are our recent customers who

[4:47:01] have purchased so why you are stopped please grab this offer now. Okay. So this is nothing but a email marketing. Okay. when you happen to go any website

[4:47:14] and register the things right so it comes under your email marketing then you have how to guides you know whenever

[4:47:40] uh whenever you whenever Whenever you go to any product page, you will see that to any product page, you will see that uh suppose you reached to LG washing uh suppose you reached to LG washing machine. Okay. Now in LG washing

[4:47:54] machine, you will see its uh price, its configuration and you will see the step is there how to install or how to proceed stepby-step to install or how to proceed stepby-step guide is provided there. Right? And uh

[4:48:09] even we when you have purchased anything suppose laptop you have purchased they suppose laptop you have purchased they will give you a booklet okay how to install the product or any antivirus you have purchased why because since you

[4:48:24] have purchased but yes you will become a potential customer they don't want to lose you they want you to be engaged every time if you face any difficulty or every time if you face any difficulty or issue okay so in the same way before

[4:48:38] this type of thing uh people your customer raise it's better to provide customer raise it's better to provide these detail in your web page or in your uh website right so that people have a clear idea and they got engaged that

[4:48:53] they will see that yes LV washing machine is very simple to use because of this guide I can see then definitely I should purchase it it's a inverter washing machine or inverter AC I should purchase it so detailed guide is very

[4:49:06] important for any specific product because you don't know at which point at which stage people can face a difficulty. Okay, they need a very clearcut solution. Right?

[4:49:31] your communication easy and simple. Right? So you have to ensure that uh whatever the communication you are doing with your customers

[4:50:02] solution. If anything which is taking a lot of space so definitely you can have a step one, step two, step three with proper image and snapshot. Okay, that's why it is saying here to make your

[4:50:17] why it is saying here to make your communication easy and simple.

[4:50:33] review and it's a human tendency before purchasing before going to purchase any product I myself also check the review first if the review is below four then why should I go even if it is below three no one want to see it right and uh

[4:50:50] and I just want to compare the things that yes this is butter this is at low level and also I will consult with my friends and family that what should I purchase you know so there are those so many scenarios you have

[4:51:08] will always be there for every you know well-known brands you already have realized this that whenever you purchase any AC laptop or a washing machine from big brand like Amazon Flipkart or well-known agencies you will see that

[4:51:22] installation is free right so it's a so it's a common u you can see human tendency where everyone is looking for an offer, everyone wants to um get the things in

[4:51:38] an easier way with lot of facilities. Right? Then next one is CTA structure.

[4:51:50] Can anyone tell me what is CTA structure here? Examine the CT structure. Anyone? Partic

[4:52:23] structure. What does it mean? Patik can you try?

[4:52:39] No worries. So CT is very important. CT is your call to action, right? Call to action is what? Your buttons. Add to cardart button, submit button,

[4:52:55] contact us form button, check out button. Right. So city is very important. Yeah. Puja. Correct. It's an action Yeah. Puja. Correct. It's an action button. Right. Right. Puja. So

[4:53:10] button. Right. Right. Puja. So this is my website Myntra. Okay. Now you can see here whenever I went to any page, any product page, this is my CDA button. Add to bag right add to bag you can say here rating

[4:53:25] bags first of all I have to select a size suppose these are my these are my CDA buttons so it should be working it should be it should have a proper

[4:53:37] it should be it should have a proper space it should not be inserted randomly space it should not be inserted randomly here and there so you will always see whenever any website is having their CDA button it is on the same layout I mean

[4:53:51] same space. So like this is a product add to cart is below add to wish list right or if I just want to if I just want to check any other product

[4:54:07] cardart black button. So you can see the distance space you know so this is very important to have a proper CTS structure and if you just want to see contact us

[4:54:19] button so suppose it is a non-ecommerce site so so suppose it is a non-ecommerce site so contact us form is here

[4:54:34] so you can see after filling the form this is a send message button Okay. So this is called CTA. Karthik I can see you have written a very long statement consist of a commanding action verb followed by clear agent value. Okay

[4:54:49] that's fine. So simply action button. That's it. It's correct. It's a build That's it. It's correct. It's a build definition. It's an action button. And uh the question here is is it it is very important to place this button at a

[4:55:04] right place so that once the people comes on your website they they should comes on your website they they should not have a difficulty to find it. Okay, like a product page you have, they should not have a difficulty. Even you

[4:55:18] should not have a difficulty. Even you know in your Flipkart and Amazon you will see add to cart button or buy now just your product uh on the product itself after having all the price and other things right

[4:55:42] now. Next you have uh implement lead scoring right lead qualification efforts. So how you can improve? So see uh you have a website okay and uh if someone is having any query okay like uh

[4:56:00] any question. So first of all they will fill the form right and if they have any question they will you know

[4:56:12] go to the next step step two step three and step four. So you will see they have passed those steps for their queries and fulfill the things. Now here the question is how you can improve the how you can improve the

[4:56:30] lead score. Okay, suppose uh you have a fresh website and uh let's say you are fresh website and uh let's say you are having a lot of uh uh

[4:56:42] products of uh suppose let's say a skin cream okay you want to purchase so you can raise a query I want to purchase the product click here then you will see the

[4:56:55] option will come your name first name last name phone number you have filled So your scores become suppose 10 10 out of 100. So 10 out of 100 complete

[4:57:11] then you can go to the next step. Now choose your choose your uh uh service suppose like you want to purchase product for skin I

[4:57:24] uh you can say hair. So suppose you have selected skin. Okay. After selecting a skin you will see the score becomes 30%. So you can see the score keeps on increasing as soon as you complete the next step. This is called lead scoring.

[4:57:39] So based on that if the people is having a lead score structure it will let you know that how many people are getting engaged where the people are getting left. So the left part is very important because people don't have any engagement

[4:57:56] interested or user got frustrated because it is not processing. So that's an important part for you that step you have to improve right the lead scoring. So suppose you are expecting uh 100 out of 100 but you are

[4:58:13] expecting uh 100 out of 100 but you are getting suppose 40%. It means 60% of the people who are not able to complete the final step right. So this is called lead scoring. So your main intention is to convert the lead into conversion. Right?

[4:58:30] Then improve internal handoff procedures. Right? So whatever the communication which you have done with your with your customer, whatever the uh acknowledge or acknowledgement you have given considering all these things you

[4:58:45] have to improve your internal procedure also. It doesn't mean that everything will be perfect. There will be always some uh concern or issues from the customer side and you have to improve it. You have to resolve it either

[4:58:59] through online services either through offline services but you have to resolve offline services but you have to resolve it. Okay. Now next we have bottom of funnel marketing

[4:59:13] next we have bottom of funnel marketing strategies. Okay. Let me see Scott has written something. Select

[4:59:32] one of the customer who got a very good service in spite of having a one star but here the question is you are not the only one who are taking the services there are so many people based on those suppose thousand people only 10% people

[4:59:48] like you that's why it is having a star rating it depends it vary from person to person okay so there is no issue here that in spite of one star like I just

[5:00:01] take a very simple example suppose any movie got flop but you can say sir I like that movie very much most of the people like the flop movies even me also right so it depends on persontoerson scenario okay and review is basically is

[5:00:18] not for any particular person. It's for overall impact from start date to end date or till today. Right? So it depends on person to today. Right? So it depends on person to person. Okay. Karthik.

[5:00:38] bottom of marketing strategies. So So bottom means the conversion part. First of all, customized presentation means whatever you are presenting to

[5:00:53] through web page, it should be customized. Customized means simple solution, right? If they want to see uh suppose right? If they want to see uh suppose you are saying that in for the people

[5:01:10] uh you will have skin grow in 30 days. Now the question will be suppose I have Now the question will be suppose I have a oily skin I have a dry skin. So it it is basically the customizing the thing for dry skin people for uh for uh wet

[5:01:24] skin people right for oily skin people it depends. So you have to customize your service in such a way that all your customers can get included and got the solution. Now create a personalized content. Create a

[5:01:40] personalized content means you should have some specific any uh customers that you have purchased five times from our company or from our uh

[5:01:53] from our store. So we got an offer for you that since you are a three-year-old customer we have got some offer we will provide you 60 uh 20% discount or 30% provide you 60 uh 20% discount or 30% discount on the next set of products

[5:02:07] whatever you purchase. So this is for personalized content. Then you can see know that white papers are basically uh research

[5:02:42] machine. There are some important things and important uh you know uh points to remember while doing installation. While uh using a clo it should be light or heavy clothes you have to select option one for winter clothes you have to

[5:02:58] select option two right. So white paper is something your uh type of education is something your uh type of education or research. Okay. Then you have case studies. So you can also advertise case studies. Now the question is what case

[5:03:12] study is? Case study means any problem which you have overcome for any specific people or specific uh case. Right? Suppose there was a case that you are

[5:03:27] having a customer who were facing an issue of installing LG washing machine. Now uh your company u uh assisted him sir we

[5:03:39] will we will uh we will ask our technician to visit on your given address in one to two days it will be resolved. So that technician went to your went to customer's place installed the washing

[5:03:54] customer's place installed the washing machine properly cleaning provide the solution and instruction cleaning process everything is fine. So this is one of the case study that we have got overcome the problem of multiple

[5:04:07] overcome the problem of multiple customer at the different scenarios. Okay. Then you have advertise free trials. Then you have advertise free trials. Free trials means let's say

[5:04:19] uh you have a product so you can say like uh you can utilize these skin care cream for one to two days or you can have some you know some offers that yes

[5:04:31] till this much of discount you can have a free trial after that you will get charged okay let's take a very simple example when you open any type of uh web app you can see that only within one rupees you can start your free trial for

[5:04:47] one to two days right so this is the same thing you have to customize your presentation your bottom strategy in such a way that people should not leave such a way that people should not leave your website okay

[5:05:27] cartic. Okay, great. Now after sale strategies it means once you have done a campaign once the sale is over. Now you have a report card. Got

[5:05:44] over. Now you have a report card. Got it? You have a report card. You will see purchased this product. How many people are there who have left this product? What are the key improvements and uh now what strategies you have to make. Number

[5:05:59] one is referral. Okay. So if you want to see a referral, there is a different segment of referral here.

[5:06:47] referral sources. So let's see what are the exact source in medium. Okay.

[5:07:00] art analytics these are the reference support.g Google sites.g Google right so you have a list of these referral because they helped you to you know

[5:07:12] because they helped you to you know they helped you to convert your customer and it helps you to also identify your potential customer or the page which are contributing referral traffic. Okay, that's why it is having a referral

[5:07:28] section here. Now, resale. Resale means you can see you have a skin care product of hair. have a skin care product of hair. Suppose hair color is quite positive.

[5:07:41] So, you will resell it based on various attribution and you know discount and will come. Next is your upsell and crossell.

[5:07:55] So for upsell crossell let's let's take one example a very simple and basic

[5:08:07] a customer is coming to buy a laptop okay HP laptop of suppose uh version 10 okay HP laptop of suppose uh version 10 it is of 40,000 suppose now

[5:08:22] it is of 40,000 suppose now the shopkeeper is insisting that sir it's better that you can buy a super laptop from of you know uh any Dell company which is of 50,000 or the same company HP because

[5:08:38] the current version is good but you will get a maximum benefit on HP uh this version this version of laptop right so this is nothing but a upsell

[5:08:50] because he was supposed to purchase a laptop of suppose 40,000 and shop shopkeeper is selling 50,000 product because he says that this is best for you sir because you are in IT company you need a proper RAM its configuration

[5:09:05] you need a proper RAM its configuration is quite high this is called upsell okay now what is crossell what is crossell crossell means

[5:09:17] suppose you have purchased a laptop of HP in 50,000 HP in 50,000 Now shopkeeper shopkeeper will uh ask you sir you have purchased a laptop you can also purchase the mouse

[5:09:32] pen drive these are the accessories which is also very important for you sir okay this is called cross cell got it up and proje

[5:09:48] in the existing device you are adding some something as an accessory that comes under your cross cell or for the upsell. under your cross cell or for the upsell. You are motivating customer or you

[5:10:20] uh after purchasing it you can remind him from the through email or through notification that sir we have launched more variety of laptops for you. We have more varieties of t-shirts for you. Can you please check? So these are the

[5:10:35] reminders so that you can have your potential customer get engaged. Okay. Then you have gratitude. So gratitude is the acknowledgement which you are providing to your customer

[5:10:49] that since you are our potential customer it's better that you can let us know the feedback uh your feedback for us and how we can improve how we can improve in future. Right? So these are the strategy how to

[5:11:07] Right? So these are the strategy how to improve the sale after having one set of course is completed in terms of campaign completment uh a campaign accomplishment completment uh a campaign accomplishment right completion

[5:11:27] how to get more conversion of e-commerce offer. we have lot of example number one provide a live chat service and detailed

[5:11:40] descriptions means whenever you go on the website you can see the live chat is already coming how may I assist you you can see coming how may I assist you you can see the various type of popups okay

[5:11:54] and of course detailed product description is always important as I specific configuration of the product the color, shape, size, the price, the uh you know the customer queries, FAQs,

[5:12:09] the video part, the demo installation, how to guide, it should be there, right? It it will help you to boost your conversion. Next is send abandoned cart emails. Can anyone tell me what is abandoned

[5:12:25] Can anyone tell me what is abandoned cart? Karthik Amod what is abandoned cart? Yeah.

[5:13:08] Okay. H let me show you something.

[5:13:54] Now uh if you see the purchase journey right suppose you can see now the abandoned rate is coming here right from 68,000 12,000

[5:14:09] is view product then then 1.8k is the is your abandonment rate for add to cart. Okay

[5:14:22] then for begin check out. So here if you see those people see those people again please listen those people those who have done add to cardart right like you most of the time you do add to

[5:14:37] cardart but still you don't purchase you think that I will check later and purchase so for those people who have done add to cardart but they are not purchasing it they went back so those people comes under the abandoned rate

[5:14:53] abandoned add toart rate. Okay. So for those people the email will be shared email they will receive an email from the agency or from tripot or amazon like

[5:15:06] the agency or from tripot or amazon like uh if you're using that's s uh you can please complete you can now complete a purchase you have a last chance or you can see now the offer is revamped. Okay. So this is what

[5:15:22] revamped. Okay. So this is what you have in your abandoned cart. Like I can show you live. Somehow I reach to the product page. Somehow I reach to the product page. Okay. And uh

[5:15:34] I have this product. I have done to cutart. Right now I left from here because I got some other work or I was busy in something. I got a call of my

[5:15:46] busy in something. I got a call of my friend or you know someone come to my house I I forgot or simply you can say I left from here. Later soon you will you left from here. Later soon you will you will see an email start coming up your

[5:16:00] action action is pending right this is called abandoned cart email. Got it Puja? Is it clear? What is abandoned cart? Those who have not completed the purchase only they have left with the

[5:16:14] simply act to card. Okay, great.

[5:16:27] devices. So you know that for e-commerce site, mobile device is very important. Mobile device means your website whatever the web page you are creating it should be user friendly. It should open in

[5:16:41] properly. It should open properly in mobile also, tablet also, desktop also, any device. That's called user friendly. Suppose you want to see

[5:17:02] whether my website is mobile friendly or not. Mobile friendly checker tool. Okay.

[5:17:15] And uh I analyze it

[5:17:34] because now 90% of sale is coming through mobile if you see. Okay, everyone is purchasing the thing through smartphone. No one is using desktop. Very few people are using. So now you can see here guys 69 out of 100 is

[5:17:49] showing mobile performance score. You can see the issues are here. Clickable elements are too close. Targets are too small. Text is easy to read. This is fine. The green one is fine, right? The green one is fine. But the issue is

[5:18:05] clickable elements. Then content is wider than the screen context. It is beyond the screen. Okay. You can see now. So here you can check the mobile friendly

[5:18:19] mobile friendly percentage for your web. So now we have percentage for your web. So now we have a tool for testing keyword report. So to test any keyword report there are multiple tools. So like you can see uh

[5:18:34] keyword hero. Next we have Google search console and Google analytics. So actually for testing uh keyword report we basically rely on these two tools Google search console and Google analytics. They are

[5:18:48] mostly reliable and uh Google search console let you know about the queries people are asking. Okay. It will help you to understand how much impressions you are getting, how much clicks you are getting.

[5:19:02] But in Google Analytics you will see only the pages right? So it will let you know about how the pages what are the pages where the people are coming. So if you see here if you want to see the pages

[5:19:21] then you have to come to the engagement part the landing page.

[5:19:37] sessions active users new users. So you can sort it on the basis of decreasing order. Suppose I want to see new users right homepage then you can see it will come like this. So from here you can check your

[5:19:58] pages from where the people are coming mostly and in Google search console you will see the keyword and uh queries, clicks, impressions and CTR. So let me show you the dashboard of Google search console also.

[5:20:15] Google search console also. Suppose

[5:20:31] will appear and you can download data. You will see clicks and impressions from You will see clicks and impressions from here. Okay.

[5:20:54] give me a moment please let me just connect it properly before executing any campaign because keyword is very important means the queries are very important. So you have to first of all see what are the queries which are

[5:21:09] see what are the queries which are trending for each query or keyword. How much cost is required and based on trend what is the current price of those cost. what is the current price of those cost. What is the method type Google keyword

[5:21:22] What is the method type Google keyword planner. Okay you can click here. You can sign in.

[5:21:40] a keyword research right through keyword planner. Now this is some type of uh some dashboard. It will look like this. When you open simply to search any keyword you have to go to the tools and then

[5:21:57] there is option of planning then click on keyword planner. Okay. So once you click on keyword planner you have two options. Number one discover new keywords. Number two get search volume and forecast. So let's

[5:22:13] take anyone. I will pick all of them both of them. I have picked on discover new keywords. So suppose I have to search for uh any keyword like shoes.

[5:22:25] Let's say shoes. Okay. Location is India. Enter a website. Suppose I don't have a website right now. Later soon I will have I just want to use this keyword to run any Facebook campaign

[5:22:40] or any particular page. So when I click on when I click on choose the option of get result.

[5:23:01] after completing this. So first uh we can see this. So I have clicked on shoes. Now you can see what I'm getting for this shoes. Average monthly searches is 100,000 to 1 million. 100k to 1 million. And uh let's

[5:23:19] roll it. You can see the competition is very high. very high. And then you have

[5:23:34] Can you have what bid? The low bid, right? The low bid here means

[5:23:46] the your advertiser or your competitors are paying. Okay, based on the current are paying. Okay, based on the current stats. So it is going 999 rupees and stats. So it is going 999 rupees and maximum is going 11 rupees right. So

[5:24:01] this is the average uh range for your this particular uh range for your this particular keyword. Right

[5:24:17] here. Nike air force shoes right it's 100k to 1 million the competition is high high means mostly the people are using these

[5:24:29] keyword and you have a very high competition competition okay and here you will see the low range okay and here you will see the low range is 1.31 rupees maximum is 7.84 84

[5:24:42] is 1.31 rupees maximum is 7.84 84 rupees. Okay. Now you can do one thing. You can download the data from here. Suppose I'm downloading in Google sheet. Suppose I'm downloading in Google sheet. Okay.

[5:25:10] >> Let me download it again. Let's downloading

[5:25:22] so here you go. You have a stats for uh past one year past one year from June 5 to May 31 for for the particular query. I have searched shoes. I can see the average monthly searches

[5:25:37] are average monthly searches is this one average monthly searches is this one right and competition is high. So the low bid is of 0.99 rupees and highest is of 11. Now competition is

[5:25:52] high right. So based on this you can do a filter. Suppose competition is high so you will not able to stand there because suppose you are a fresh website you are suppose you are a fresh website you are having your fresh website right and you

[5:26:06] have an you have to see that what are the what are the keywords which are the what are the keywords which are having a what medium competition that is bene beneficial for me. suppose medium or low.

[5:26:24] So I'm sorting on the basis of medium and low. these are the options which are coming. Okay, the competition is medium. You have a great chance to rise from here. You can utilize these keyword. But but

[5:26:39] again before using any these keyword you have to make sure we can use HRF Samrush accounts. Yes we can use HRF Samrush are having

[5:26:55] Yes we can use HRF Samrush are having the option of SEO keywords also and paid also but Google ads account it will show you only the paid one. Okay that's why we have used the paid one. There is no issue. You can use Sam Rush but make

[5:27:09] sure the keyword section which you are using it should relate to the ad part means it should have a low price high price and SEO keyword is different. It is based only on the searches they don't have any price tag. Okay,

[5:27:32] Why we are using keyword planner and as compared to other ones? Perfect. compared to other ones? Perfect. Now

[5:27:48] So already we saw this it will show you that amount of traffic for a specific period. So we have t taken for last year and uh it it also shows us uh shown uh

[5:28:01] uh reflect the cost right. Then the same thing discover new keywords we have done. Okay. And you can see the competitions which are coming the same snapshot is here. Now now we have some different terms right.

[5:28:15] These are the simple you know can say analysis or analyzing your uh budget spend and customer satis satisfaction report with different terms. So number

[5:28:27] one is customer effort score. Right. So customer effort score basically it is the amount of effort that user put to complete some activity right so its formula is sum of effort rating upon total number of respondents right so

[5:28:44] let's take a very simple example suppose uh you have purchased suppose uh you have purchased uh any iPhone okay and have you you have

[5:28:57] uh any iPhone okay and have you you have purchased the iPhone and after 2 days of purchasing it, you got some issues like you are not able to install any you are not able to install any antivirus or any app, right?

[5:29:10] Then you can ask from the customer care of that iPhone company that I'm facing this problem and I just want to resolve get this resolved. Please help me. So they will ask you sir, you can wait for a moment. I will get this uh uh call

[5:29:26] forward to my technical assistant. So technical assistant will ask you sir what is the problem? So you can say that I'm not able to install the this I'm not able to install the this particular app. Can you help me? So he

[5:29:39] let you know about the steps that like you have to restart your phone or you can just uninstall the app or install the app means the conversation conversation goes on and finally he resolved your problem. Right? So here

[5:29:55] there are two things. Number one, the technician was already involved with you. Number two, you also got involved to resolve your problem through the to resolve your problem through the customer care technician. Okay. So based

[5:30:08] on that uh once once uh they have resolved your problem, they will ask you sir uh okay I hope there is no problem. Now you can rate us from 1 to 10. And

[5:30:21] suppose you have rated ninth it means the problem was resolved smoothly without any issue and it means you are satisfied customer. So based on those

[5:30:33] rating you have your customer effort score. So suppose there are total score. So suppose there are total suppose 50 people and out of 50 people uh there are 40 people who have given above eight means they are good. the

[5:30:51] good rating they have given 8 9 8 9 or 10 also. So the sum will be mentioned 10 also. So the sum will be mentioned here and based on that the average rating will come right. So

[5:31:04] So as as CES customer effort effort uh customer effort score increases it means customers are seeking more assistance from you right like there can be many reasons there can be

[5:31:20] some slow speed policy issue right the response are not getting on time or the response is bad also right so if

[5:31:32] response is bad also right so if If the CES score keeps on rising, it means the customers are looking for your attention and if it is going down right attention and if it is going down right so it means everything is fine and that

[5:31:45] uh you are at right place your your campaign is going success going successful right so this is basically happening after any purchasing right already it's your inbuilt customer

[5:32:00] making effort from him and you are getting a star rating. So it's a very simple formula means whenever you purchase any product and you have any campaign you you get this result from the technician online and you are simply

[5:32:13] the technician online and you are simply giving the rating five star or out of 10 rating right then you have net promoter score. Okay. So, NPS is basically uh measured for customer satisfaction

[5:32:30] uh measured for customer satisfaction and the loyalty. So, here the promoter means those who are satisfied your services. Detractors means those who are not satisfied your services. Like a very

[5:32:42] satisfied your services. Like a very simple example, suppose simple example, suppose uh you have stayed uh in a hotel, right? And uh once you check out at 12 p.m. on the next day uh they will they will ask

[5:32:58] you to fill a feedback form. Sir please fill a feedback form from one to 10 star fill a feedback form from one to 10 star rating. And uh let's take a scenario. Uh rating. And uh let's take a scenario. Uh the people who are showing

[5:33:13] the people who are showing who are giving rating 7 plus like 7 8 9 10 they basically comes in the promoter section. from five to seven they are neutral or you can say they are okay and below four

[5:33:27] you can say they are okay and below four they are detractors right so suppose they are detractors right so suppose suppose 60% people are giving above seven 20% are giving

[5:33:41] 20% are giving below four and rest 20% are giving between four to seven uh four to seven so here your promoter will be 60% detractor factors will be your 20%. So average NPS will be 40%. Right? So it

[5:33:56] basically represent how the customer is recommending your services that next time if someone is going to stay on that hotel. So based on the review they can go right. It will give an idea and also give you a clearcut picture of your that

[5:34:12] particular agency or the hotel which are having this uh you know uh hotel. there and they are promoting it. Also, it helps you to understand the overall

[5:34:24] it helps you to understand the overall brand perception, right?

[5:34:47] satisfied customer upon total number of response. So you have 100 response and out of 100 response you have 70 people which are satisfied. So the chat will be which are satisfied. So the chat will be the 70%. But if the cet is falling right

[5:35:01] action means customers are not satisfied with the goods and services you have to take an action. Okay. And if the business is going through you know somewhat uh uh having some concern in terms of feedback in terms of some uh

[5:35:16] issues or in terms of people or customer asking questions from time to time. So it's a good thing because it's a good thing because because that will help for your seat and

[5:35:28] feedback is very important to increase your current uh

[5:35:59] Okay. Suppose you are using an internet of AEL. Okay. you are using an internet of AEL. Okay. You have a Wi-Fi connection of AEL and U and uh sometimes you see that you are having some Wi-Fi issue that is not

[5:36:13] having some Wi-Fi issue that is not coming properly. So what will happen? coming properly. So what will happen? You will call to customer care ael. You will call to customer care ael. So they will ask uh I mean they will uh

[5:36:25] provide you the option select one for Hindi, two for English. Then uh you can talk to your relationship manager or customer care member that I

[5:36:37] manager or customer care member that I have this problem. Okay. So you you get an assistant from technician that okay sir uh or the uh customer support will tell you that okay sir I am going to raise a request for you our technician

[5:36:52] will visit in 24 hours and you will have this problem resolved okay this problem resolved okay on the next day on the next day that technician visits on your uh area and he

[5:37:06] checked your Wi-Fi connection he can see it is fine But the real issue is from the locality where the connections are coming on. So he get you know he just went there and fixed the issue from the that poll or whatever they have. So

[5:37:21] suppose it it is taking around the time of six hours because might be the some networking issue having a very broad range of identification from there right. So they have resolved your request till 6 hours.

[5:37:37] Within 6 hours they it got resolved and you your Wi-Fi connection gets started. So you can see now uh how much time they have taken

[5:37:49] right. So suppose they have taken 6 hours and for the next customer they have taken again suppose let's say 7 hours. Okay. So suppose you have total 30 customer

[5:38:05] and for 30 customer the total is coming 180 hours right. So TDR is total time taken suppose 180 hours upon total number of resolved requests. So 30

[5:38:17] requests has been resolved from 180 hours have been taken. So 180 upon 30 hours have been taken. So 180 upon 30 it's six. It means average total time to time to resolution is taking on average basis it is 6 hours. Now this is a

[5:38:32] basis it is 6 hours. Now this is a figure that agency will see agency that I can see 6 hours is coming. So let's let's try to figure it in five hours or let's try to figure it in five hours or four hours. Okay. So once you have a

[5:38:45] lower value of TTR it will be as good as for your customer and the air agency as for your customer and the air agency as well. Okay. Any questions in this

[5:38:57] regarding TTR guys? Karthik Uja Amod anyone any questions still here regarding TTR? It's very simple.

[5:39:39] spend. So it's it's it's having a very simple formula. It's a revenue from advertisement upon advertising which you have spent. So let's see directly in Google Analytics from where we are extracting this.

[5:40:04] So for this you have to go to the advert advertising section in Google Analytics.

[5:40:39] multiple option key events right and Now you can see

[5:40:54] ad cost. So the total amount you pay for your ads. This is a total amount for May month is 1,228.

[5:41:06] for May month is 1,228. Right? So as per the formula we have total ad cost advertising spend is this much

[5:41:23] and how much revenue we have generated it is what

[5:41:38] you have spent and the revenue which you have generated it's $186,000 have generated it's $186,000 and the ro you have it is 151 and the ro you have it is 151 okay so it is

[5:41:53] your total ad spend upon total revenue you have generated so just a second now revenue from advertising you have this

[5:42:06] $186 and how much you have spent it was and how much you have spent it was $1122. So you have 151 it it is your ROS right and it the basically you know ROS is accepting for 4 is to one figure that

[5:42:22] is accepting for 4 is to one figure that for every ad $4 of revenue are generator for every ad $4 of revenue are generator generated right so how to improve your ROAS it is basically how to lower your cost per click so that your clicks not

[5:42:35] get wasted improve the post conversion rate means you have to check the middle of the section of your funnel and increase your customer to computer transaction then increase the revenue per conversion. How it is possible? So

[5:42:48] for each revenue product you have to ensure that all your web page product page CTR add toart button content should be working properly should be open mobile devices having the loading time of less than 4 seconds. Okay these are

[5:43:02] the benchmark which you can just improve for your ROS. for your ROS. Then we have behavioral data. So it is basically based on behavior. Okay. So it will let you know about the

[5:43:14] clearcut picture the interaction with your partners customers. So the data source is basically here in two parts. Digital states means your online app or Digital states means your online app or website. Physical states means the

[5:43:29] hardware or you can say uh interaction ongoing uh your uh mouse right. So it comes under the data source. What are the components?

[5:43:41] Components are your main entity like in terms of KPI you have a purchase add to cut event. E event are basically the action the click on the buttons or add action the click on the buttons or add toart right and then you have other

[5:43:56] entities and properties. So if you see here you have an event here you have an event mention

[5:44:19] how the people are clicking here. How the people are coming and engaging getting engaged here. So now you have these events.

[5:44:43] page view. So you have scroll the event and a big event. Then check out it's a big event. Then purchase it's a final event.

[5:44:57] Here where you can see the purchase, right?

[5:45:10] So we have some data example to monitor the success of your uh I mean the uh app the success of your uh I mean the uh app feature how it can have some uh analysis. So you can track and isolate user who

[5:45:22] have used the feature or uh used the feature sorry and uh you can track them those people who have recently installed the app. Okay. Then you have to identify the app. Okay. Then you have to identify the process how you can make them to uh

[5:45:37] continuously you use uh continuously register and use it on daily basis by providing some notification or by providing some customized features. providing some customized features. Okay. Then uh it will also uh let you

[5:45:51] know how the people got engaged in your app at which particular section like uh after installing the app like Zomemet is there. In Zomemetry you will see suppose you have to order any food you will basically select uh ve vegetarian and uh

[5:46:09] suppose south Indian. So you can see in the app part from Zumato the south Indian people are mostly coming because it is most searched from there from this Bangalore location suppose right. So in this way you can isolate the people who

[5:46:22] are using newly those how many people have uh clicked on uh engaged on particular food section how they have been engaged like what they have ordered right so based on that you can build a product road map that in my platform

[5:46:39] product road map that in my platform appeal I have these people are having 70% vegetarian 30% non-vegetarian and 70% of vegetarian we have this section right simple thi So you can just analyze it on the basis of the data which you

[5:46:53] have received. Then behavior analysis how you can do I mean it's very important first of all how before analyzing any data for behavior analysis you will select a proper KPIs metrics and measurement

[5:47:08] right then you have to map the series of event series of event means add to cardart checkout and purchase if it is installed in the app or even in the website then based on that you will create a tracking plan okay then uh you

[5:47:22] will see what type of people are coming are those repeated customers customer are those new customer or the customer which are basically from which particular region or area right then based on that uh you will get a software

[5:47:35] to provide the solution in a more faster way right so this is a very general way right so this is a very general overview of uh your behavior data then analyzing app data it's the same thing and uh it is being monitored by

[5:47:50] thing and uh it is being monitored by the connecting uh you know events to the user action the Same app I will take let's say Zomemetto in the Zomemetto you have order food option click on uh choose food option add to cart check out

[5:48:05] the same thing right so it will let you know about the user experience through that data and competitors you will also see how much they are generating and it will help you to understand or design your product and make it more featured

[5:48:19] in a new way suppose like Diwali is coming so you will see Diwali's big boost on Diwali or big billion days you know so it will help you to understand and getting more engaged then you have uh user acquisition so user

[5:48:34] acquis acquisition basically from here you have it will let you know about the total user new users so you can see from here

[5:49:01] Total users it's 89,000 out of total user you have 77,000 new users right so it it's coming under user acquisition then optimization which you have to optimize your campaign based on the current data and you have to this is

[5:49:16] what the overall marketing strategy This goes on optimization. Every time you will see the word optimization, optimization, optimization. Okay. Then of course the team management like how much more people will be required to you

[5:49:30] know uh check the server issues of the app uh app or any bug is coming. Okay. app uh app or any bug is coming. Okay. How much resource is required. So this is also an important consideration while analyzing your app data. Right. So steps

[5:49:45] analyzing your app data. Right. So steps will be so like you have to key focus on the important metrics. Then are those metrics are relevant for your goals means people are actually buying those things or not. Then clear objective

[5:49:58] should be mentioned and UX UI improvement means the page layout the app layout its border color length breadth each and everything. And then you have a specific goal that means I just want people to purchase at the last

[5:50:11] section through all the add to cart and check out buttons. Okay. Then some tools we have analyzing app data. So best tool is your already a Google Analytics. Rest are paid tools. Right

[5:50:33] the future of GF4 and from here I will start implementation of practical also for you implementation of practical also for you guys.

[5:50:54] so Google Analytics 4. Why it is four? Because previously we were having an Google Analytics 3 version. Okay. Now we have Google Analytics Analytics 4 which helps you to understand the full customer journey with based on event

[5:51:09] data either from the website or in any app. Right? So what are its benefit? It focuses on customer privacy means I cannot see the customer's name here. I

[5:51:21] can only see that yes the numbers are here. I can't see any customer's name. Right? Number two uh allows privacy first tracking. So it depends on you from which particular channel you want to track but still it

[5:51:36] will be a privacy. It will provide AIdriven predictive analysis. Okay.

[5:51:49] Analytics login. Okay.

[5:52:01] I just want to everyone to try this okay and try it I'm also showing you the steps side by I'm also showing you the steps side by side

[5:52:34] I can also post this link on the same doc file for you. Right? So it for this once you log it will be login through Gmail ID because you can see it's a Google Google Analytics. So definitely Google uh Gmail ID will be

[5:52:48] definitely Google uh Gmail ID will be required. Okay. So let's say let's say required. Okay. So let's say let's say I came here. I signed to analytics part.

[5:53:12] uh uh I have many websites. So suppose you don't have any websites installed. So Google it. If it will show you blank. What you have to do?

[5:53:27] There's a option of plus sign guys right so you can see the next step so you can see the next step under account you want create a new one okay I have created a new one account right

[5:53:45] the same thing if you have any account now account details suppose I'm I'm now account details suppose I'm I'm doing it for my website

[5:54:01] all okay section property name required let's

[5:54:15] so next step was you can see under property click property uh Next. So you have to fill all the information. Basically it it is from US. So I have taken the US.

[5:54:34] This is a website. Okay. Then click on the next part. business I have. You can select the business. And let's say employees you have only few. Small. It depends on you.

[5:54:48] You can choose anyone. Then click on next. So now you have different objectives. You have to select generate leads, drive You have to select generate leads, drive sales, understand app or web traffic,

[5:55:02] then view user engagement. Okay. Then click on the create button.

[5:55:21] and click on this chat box. you see here you have these options appearing. So I'm doing for my website.

[5:55:34] So I will choose web. If you are doing for Android app, you will choose Android app or iOS app. Depends what type of platform you are using. I'm I have platform you are using. I'm I have checked this website. So now I have this

[5:55:49] checked this website. So now I have this website.

[5:56:02] wrong because it's already having https. So I'm removing it. Now it is fine. The So I'm removing it. Now it is fine. The name

[5:56:23] create and continue. Now you see so where we we uh where we were landing so I went to this create option now

[5:56:42] after having this it is asking two ways install with Shopify because uh it is being created with Shopify or installed manually since I don't have website back end so I can use the and manually part to at least understand the code one the

[5:56:59] coding part so this is the code you have where you have to put this code you have to put this code under the head section okay then you can test you can test the installation

[5:57:13] right since I don't have a website back admin section so I can't I can't paste admin section so I can't I can't paste it right so this is what you will get uh it right so this is what you will get uh generated from Google Analytics uh ID.

[5:57:26] So here the important thing is the the code is everything will be the same only this part will change this g dash right this is the exact code why if you see here see this is the measurement ID in the

[5:57:40] same way this is a sample right if you see everything is same only this see everything is same only this g dash is the main ID okay

[5:57:53] is this clear to everyone any questions still here or if you want I can take one more example for you guys. Puja

[5:58:08] Karthik at

[5:58:29] So I will take one example for my blogger. Okay. Why I'm taking? Because it it is easy for me. I have an admin access. So let's take let's take

[5:58:56] Live the life you have. Okay. And this is what I have a domain right now. I will do for this. Please

[5:59:09] see everyone again puja guys who are on the session. puja guys who are on the session. So how we can do again?

[5:59:27] click on this admin section again. Create a new account.

[5:59:44] Then you will see account name. Suppose I have the website name. Suppose uh life challenge right life challenge right or simply life

[6:00:10] right this is my website name okay then click on the next next section depends on you the you can choose Another name I'm suppose targeting from Another name I'm suppose targeting from India. So I have used India right and it

[6:00:25] India. So I have used India right and it will be in rupees INR. Okay. Then you click on the next.

[6:00:41] You have business detail. You have to simply follow the same step. Okay. So you have to select all the check marks except the last one. Why? If you

[6:00:55] select the last one other the above one will be lost will be unchecked again. So you have to check all the things from the top because you have to check the the top because you have to check the lead days traffic engagement. These are

[6:01:09] lead days traffic engagement. These are your important KPIs. Okay. Click on the create section. These are terms and condition.

[6:01:24] because we are in the middle of the implementation guys. Karthik till now any questions here. Okay. Great. I want Puja and other guys

[6:01:36] al also to participate. You can try or else you can ask me tomorrow once again. I will help you. I accept. Then you have again this these three option

[6:01:51] you have to if you will skip it so you will not be able to try because you will not be able to try because you don't have any uh code created here right so you have to choose any of the platform web this is the website domain

[6:02:26] filling the name here. Okay. Then create and continue.

[6:02:48] see this is the difference only this is an ID rest is the same. Now I will copy an ID rest is the same. Now I will copy this code. Now what I'm doing I went to my website. Okay. And I have this uh the admin

[6:03:01] section. You can also use the same thing because it's free. every I want everyone to try this uh while doing an assignment. I will give the same time same type of assignment to you. So please ensure and make sure that you

[6:03:15] should be aware of this step. Right? So you have to go to the theme Right? So you have to go to the theme section

[6:03:27] have to click on here. Click on the edit HTML right and under the head section have to install it simply paste that

[6:03:39] value okay and you can see it's pasted and from and you can see it's pasted and from here you can save it

[6:03:51] is now successful. Now let's see whether we have this code Now let's see whether we have this code or not. So we will check in real time okay because uh in test installation it can

[6:04:04] because uh in test installation it can take a time again I have filled this so I have copied this domain

[6:04:22] and again I'm coming here test installation Right. detected. Why? Because uh it is not being uh uh captured here. So let's see

[6:04:37] being uh uh captured here. So let's see in real time. Okay.

[6:04:53] Let's see in real time. You can come to the report and uh you'll see here a real time overview. Okay. Now

[6:05:10] sorry. So it is of another website. I have to see the live blog. So live blog have to see the live blog. So live blog life live challenge. This was the I'm again coming to the real time. So I was the only user you can see. Okay. You

[6:05:25] was the only user you can see. Okay. You can see it is now working here. Right? can see it is now working here. Right? And if you see

[6:05:40] suppose I'm coming to this any internal page suppose this page right

[6:05:53] you will see the pages right now it was showing only one page right now it was showing only one page now we F.

[6:06:19] verify the whether the same code is firing or not because you can ask sir I want to see whether the code is It's HQJ.

[6:06:31] So you can come here. You have this tag assistant tool.

[6:06:45] So is HJQ which we have detected.

[6:07:12] see it's not uh detecting here. So you can do one thing. Simply you can use control + U. Control + U. And you have already copied a code. Now you can see the code is appearing here. Okay guys, the same code

[6:07:27] which I have copied. You can use control + U to check any source code. Okay. So I'm just mentioning here I think already I have mentioned uh control + U to check code. So after

[6:07:42] uh control + U to check code. So after installing it + u

[6:08:06] and then check for ID. Okay, is this clear to everyone? for ID. Okay, is this clear to everyone? Puja Kartik. So you guys can try this right and you can have the same uh assignment.

[6:08:23] Uh tomorrow I will explain in a more clear way right. So this is the overall which it is one of your assignment which you have to do for either if you have a website you can pick the blog create a blog and blog on the blogger.com. Right?

[6:08:39] So this is what the same steps are mentioned here right and uh at last you mentioned here right and uh at last you can see it's showing real time to verify between Google Analytics 4 and Google Analytics 2. So if you see quickly here

[6:08:55] so 4 was tracking website and application both but uh last time when we having anx 2 or three it was tracking only websites. We have three three user metrics now total user, active user, new user. But in the last version we were

[6:09:08] having only total and new user no active user. So it counts the repeated views of a single page means a single page how many times it had been it has been viewed. But in the last version we were having only a single page uh statements

[6:09:22] only. Then uh the attributes getting refreshed after 7 days but uh it does not get refreshed after 7 days in the old version. Right. So antics 4 it counts every instance of a conversion event because

[6:09:37] overall it's basically rely on event and antics 2 is based on rely on event and antics 2 is based on session right. So if you can see my uh session right. So if you can see my uh screen properly.

[6:09:57] Okay fine. So today we will be creating funnel for So today we will be creating funnel for e-commerce website. Then we will create Google tag manager and installation how to use it. Right? And then we will set

[6:10:15] up the event like add to cart button click checkout click. I will give you one live example. Okay. Then we will discuss few points regarding Google tag manager and Google analytics. After that uh we will study about pixel

[6:10:30] After that uh we will study about pixel tracking and implementation KPI and metrics the reporting part through looker studio right then uh we

[6:10:44] will talk about KPI dashboard softwares. Okay. Hope the agenda for today is clear to everyone. Okay.

[6:11:01] Fine. So regard uh Karthik regarding your concern uh PPT n slide in the last session means the uh strategy for paid campaigns it was only about till 8th slide there was no nine slides. So already if you see in your dashboard the

[6:11:17] older PPT of the last session is already there regarding strategies for paid campaign and marketing right and for this session already we have shared yesterday if you check on your dashboard so today's the practical and uh there is

[6:11:33] so today's the practical and uh there is no confusion right now okay Karthik so before moving to this section before moving to this section Just tell me one thing guys. Uh Karthik

[6:11:48] Just tell me one thing guys. Uh Karthik Puja and Erica uh yesterday I have shown you how to install Google Analytics code on a blog page. So uh have you guys uh able to understand

[6:12:03] or tried through that because the assignment which you will get today it assignment which you will get today it is basically for that uh installation part only which will contain your Google tag manager, Google Analytics, right?

[6:12:16] And basically I just want you to have the tracking process easy because once you have a tracking process correct then there is no issue the data will be coming updating and upgrading and once you see the insight you will have a

[6:12:31] you see the insight you will have a knowledge okay so let me know if Google analytics part is clear to everyone yesterday if not you can tell me I will again repeat it okay and for the assignment you will have to use any blog

[6:12:48] assignment you will have to use any blog of blogger.com or create a blog and simply install these Google Analytics code and your Google tag manager code and just you should have those uh dashboard of Google Analytics ready.

[6:13:03] Okay, the data can come later because you don't you don't have any insights because later or sooner when you upgrade the content, fill the content, add pages, when you add the blogs, you will have the insights. Okay,

[6:13:20] have the insights. Okay, fine. So, let's start with Okay, Puja, no problem. If you want, I can repeat it shortly for you.

[6:13:35] should have uh any blog page. So again I'm saying blogger.com I'm preferring I'm saying blogger.com I'm preferring right? Suppose I have this blog page. right? Suppose I have this blog page. Let's say this one. Okay.

[6:13:57] install Google Analytics code and other tracking codes on this particular website. Right? So simply what you have to do you have to open Google Analytics to do you have to open Google Analytics account.

[6:14:17] login. It will be login through your Gmail ID. Google Gmail ID and also the blogger which you have it is also through uh the blogger.com is created on

[6:14:29] your Gmail id right so make sure that whatever the account you have it should be in Google account means Gmail ID the Google account we are using right so once you open Google analytics puja so simply you have to go to the admin

[6:14:42] simply you have to go to the admin section create click on the account and from here you have to simply follow the

[6:14:54] here you have to simply follow the process. Okay. So let's say account name process. Okay. So let's say account name web development

[6:15:08] uh 14th June for remember I'm taking then click on next then again property then click on next then again property name web development 14th June right so you can take any of the name whatever the blog page you have then you

[6:15:23] then India You can select category suppose business. You have to check mark all the things. You have to check mark all the things. Then you have to select all these

[6:15:35] the top four. If you select the last one automatically the other one will be elapsed. So it's better to take the first four because these are important for us. You will map leads, sales, traffic, everything. Then create. Okay.

[6:15:49] Terms and conditions are agreed here. I accept. Then you have a website again you can click on the web. This is the page because it is asking the website domain. This is a website domain. So you can put

[6:16:04] it http is already repeated. So you can remove it. And the name will be uh web development right. Let's say 14th of June. Why I'm otherwise there will be confusion. You will use the exact name of your uh

[6:16:21] website, right? Then create and continue.

[6:16:39] will automatically get a quote from here. Right. So uh till here is it here. Right. So uh till here is it player puja to you?

[6:16:53] Please let me know. Okay. Now simply you have to copy this code and already I have to copy this code and already I have a uh blog page blog website. Why I am doing the blog? Because I have a control on this. I can edit the code.

[6:17:07] Right? So in the same way you can try. So once you have a code you have to go to theme section. In theme section you have customize and other things. Click on this drop-down menu. Click on edit HTML.

[6:17:23] Okay. Under the head section you have to simply paste that code. Right. So I have pasted this code and I have saved it. It is successful.

[6:17:35] and I have saved it. It is successful. Now I am refreshing it. And now I want to see whether my code is installed or not. Okay. So this is the ID which I have installed. I just want to check whether it is showing or not. So uh to

[6:17:51] check the code you can use control + U command. Right. Control + U source code will be open and after that you have to search that code.

[6:18:08] you have this J44 Z2T right. So you can see the code is coming means technically it is installed. Now we just want to see whether it is coming in terms of uh detection or not. Right?

[6:18:24] So you have to go again. You have to back here and go to the You have to back here and go to the reports. dashboard will be automat automatically created right so again I have to select

[6:18:38] created right so again I have to select the same account uh web development 14th the same account uh web development 14th June see this one okay that's why I have given a name because we have lot I have lot of account then you have to go to

[6:18:50] lot of account then you have to go to real time overview

[6:19:02] because this is me. I have I am the user here. Now it is successfully detecting. here. Now it is successfully detecting. Okay. Fuja is it clear? Any questions? You can please let me know. Okay. No problem. Okay.

[6:19:18] Great. Great. So you can try it also from your side. You can ask me sir how I can understand that you have installed Google Analytics. You might be confused that how I create a page. No issue. Suppose you want to create a page.

[6:19:31] Again, let me tell you. So, simply you have to open blogger.com, right? And you have to open blogger.com, right? And you can create an account new blog from here, right? You can fill all the information. You will get a layout. You

[6:19:45] can simply paste any content. Just copy and paste and just start trying this way. Okay. Okay. Karthik, thanks for the confirmation. Now, we can move to the next part. A very important part.

[6:20:00] as per our uh agenda e-commerce funnel creation. So regarding e-commerce funnel creation what we will do

[6:20:15] you know that funnel is always a step right. So in this uh we will track we right. So in this uh we will track we will create and track the funnel steps of e-commerce website. The first step will be what? Website visit.

[6:20:37] cart on a product page. Step three will be check out. Okay. And step four will be purchase. Okay. The steps are very basic and clear

[6:20:50] to everyone. Now we will apply the same thing. Now you can see very carefully.

[6:21:02] Analytics account. So I am using that demo account because uh there is so much of data here. So if you have a data then we will be able to implement otherwise if you implement on a new new Google Analytics account it will show 00 it is

[6:21:17] blank. Okay. So I'm taking the full-fledged account the demo version. Right? So now see carefully this type of dashboard will be open. Now what you have to do you have to go to the explore section. Click here.

[6:21:37] some are already by default created. Let's say nothing is here. So you are you have to start in a new way. So simply you have to click on this funnel simply you have to click on this funnel exploration part. Okay. So I'm clicking

[6:21:49] funnel exploration here. the third option. the third option. Now you will be you can see some of the by default dashboard is already created here. Right? So I need to create a fresh

[6:22:05] here. Right? So I need to create a fresh one by using those steps which I have just told you. Okay, in a very simple way. So again I can come here. Let me

[6:22:17] way. So again I can come here. Let me remove all the things. So now you can see you you have uh steps here right

[6:22:32] and here we have to add the step and the left side this one you can leave as it is because it is already having the matrix. Once we have a funnel we will uh

[6:22:45] matrix. Once we have a funnel we will uh we will classify what we need. Okay. this screenshot. Let me just uh complete this final step. Okay.

[6:23:06] Okay. Now, so now you can see properly guys. So, uh I have to step I have to add a steps. So, you can see edit option is here. Click here. Right. Number one. is here. Click here. Right. Number one. What was number one step?

[6:23:45] first step. So I am naming it website visit right. So uh the website visit visit right. So uh the website visit will be my the any page. It can be your homepage. It can be your internal page. It can be your any page. Right? So let

[6:24:00] me show you what website I'm using. It's a demo version. So we have shop this one. So guys I'm creating for this website right

[6:24:16] right simply have a landing page. So you can select

[6:24:28] uh path you can write a path here right page path and a screen class. The third page path and a screen class. The third option the page from path from a website application. It will it will include everything. Click here. Then asking for

[6:24:43] everything. Click here. Then asking for add filter contains simply gives slash. Slash means it is homepage also. It is your internal page also. It is your internal page also. It is everything. Okay.

[6:25:03] So the first step I have created you can see the number automatically showing see the number automatically showing here. So website visit from by let's say it is taking from 17th May to 13th June you can change it later we have 87,000

[6:25:17] people okay which are coming to my website now the next step will be website now the next step will be this one add to cart right add to cart

[6:25:30] this one add to cart right add to cart button clicking so suppose this is a for this website I'm using I'm creating So it should have a add toart button. That's why add to cart is showing. You can see this button. Now I'm

[6:25:44] tracking those people who somehow comes on my website and clicking add to cart. Right? So you have to come here. You have to name it add to cart. Then in the

[6:25:56] condition you have to go to event. In event you will see add to cardart. Right? This one. Okay. Is this clear Right? This one. Okay. Is this clear guys? Add to cutart I have created

[6:26:11] guys? Add to cutart I have created right. So from 87k it becomes 4.2k. right. So from 87k it becomes 4.2k. Okay. Now the next step was

[6:26:27] the next step was check out this one. Okay. So let's see add to cart. Then you can see check out button is here. So I'm going to create button is here. So I'm going to create for check out also in the same way

[6:26:39] for check out also in the same way add step that is step three check sorry check out now again you have to select the conditions event now all these add to cardart checkout and purchase will comes

[6:26:55] under event section. So now you have to select checkout. So you can simply type select checkout. So you can simply type here check out. So you can see begin checkout is coming. Okay.

[6:27:13] the in this step we have filtered with 2.2K. Started with 87K then 4.2K then 2.2K. Started with 87K then 4.2K then 2.2K. Right? Then last step is the 2.2K. Right? Then last step is the purchase. Right?

[6:27:33] This was last step the purchase. Okay. So I am renaming it with a purchase So I am renaming it with a purchase again. So again you have to select event again. So again you have to select event and search P U R C purchase

[6:27:48] the name will be exactly the same in smaller letters right. So purchase here. Okay. So you can see my funnel is created and I am applying it. Now I have

[6:28:02] completed all the step. Website visit written check out. Do you have any written check out. Do you have any confusion here? accordingly 1st to 31st of May. And you will see

[6:28:18] will see it gets changed also. it gets changed also. Now you have

[6:28:30] Okay. Puja. So in this way we have created a Okay. Yeah. Got it. Got it. You are telling us no issue. So understanding is very simple, right? Simply you have to go to the explore section here. Create on the funnel.

[6:28:43] Funnel exploration. By default the dashboard will come. You can remove all the steps. Just go in a very basic way. Now let me show you why I I have done

[6:29:00] why I have done this you know the event name because this this is my funnel you can see Right.

[6:29:27] of the Google Analytics part, you will see all these event is appearing here. see all these event is appearing here. And if it is any e-commerce website. So And if it is any e-commerce website. So by default, it is having that you know

[6:29:41] add toart is already here. It is already here. That's why we were able to call it here. That's why we were able to call it right then check out begin check out is right then check out begin check out is already here and then what purchase

[6:29:56] already here and then what purchase right you can see it's uh uh 1 lakh 73,000 so all these events are already you know present there that's why we you know present there that's why we were able to call them right in between

[6:30:11] you can choose your own step right if you want directly from add to problem but this is a layer that everyone follows now here from here you

[6:30:24] can do your um customization let's say I just want um customization let's say I just want to see the people from who are coming from US right simply you have to drag this and

[6:30:45] Now you'll see from the US we have 18,000 people 2,000 add to cardart 1,000 something check out and purchase 935 right as soon as I remove this US zone.

[6:31:12] elapsing here because sometimes it takes a time to refresh. Now you can see here we have the steps mentioned here. Okay. So in this way you can create any type

[6:31:24] >> and that brings us to the end of the session on measuring success in digital understanding web analytics, Google Analytics, KPIs, metrics, traffic sources, and marketing funnel measurement. We learned how helps

[6:31:37] marketers understand where users come from, what pages they visit, how long they stay, and whether they complete important actions like form submissions, add to cart, purchases, or contact requests. We then explored user behavior

[6:31:49] tracking using tools like Crazy Egg and heat maps. We also looked at important impressions, impression share, engagement rate, conversion rate, bounce After that, we moved into campaign evaluation concepts such as ROI, ROS,

[6:32:03] post campaign analysis, e-commerce funnels, customer journey tracking, and JFO event based analytics. Finally, we discussed practical implementation using Google Tag Manager, UTM parameters, event tracking, pixel tracking, Facebook

[6:32:15] pixel, Google ads tracking code, LinkedIn pixel, Lucas Studio, and KPI dashboards. The key takeaway is simple. Successful digital marketing is not only measuring what happens after the campaign goes live, understanding user

[6:32:28] calculating returns, and using those insights to improve future performance. make sure to like, share, and subscribe to Simple Learn for more such videos on marketing analytics, campaign evaluation, and the latest marketing

[6:32:42] skills. Thank you for watching, and see you in the next session.