Performance Marketing Analytics: Full Breakdown & Transcript

[00:58] people. Clicks start coming in and visitors land on your website. But when you check your sales, very little has changed. So, what went wrong? Did the ad reach the wrong audience? Did visitors

[01:10] struggle to navigate your website? Or did the campaign cost more than it generated? That's where performance marketing analytics comes in. It helps you understand what's working, where you're losing potential customers, and

[01:22] results. Hey everyone, welcome to Simplilearn's YouTube channel and this performance marketing full course. In this course, we'll learn how to measure whether a digital marketing campaign is actually

[01:35] delivering results. Launching an ad is just the beginning. The real value comes from understanding what happens next. Did people see the ad? Did they click? Did they explore your website or complete a purchase? And most

[01:48] importantly, did the campaign generate a profitable return? Here's what we'll cover in this course. Google Analytics, traffic segmentation, ROI and e-commerce analysis, post-campaign optimization, audience

[02:01] targeting, website optimization, search diagnostics. If you're looking to build a career in digital marketing, Simplilearn's AI-powered digital marketing certificate program, in collaboration with SP Jain

[02:14] School of Global Management, can help you build the skills you need. This 5-month live online program focuses on the three A's of modern digital marketing: AI, automation, and analytics, covering tools such as

[02:28] ChatGPT, Canva, SEMrush, Google Analytics 4, Google Ads, Meta, Power BI, and more. Also, gain hands-on experience through projects and a capstone, along

[02:40] with expert-led sessions, mentorship, and career support. Find the course link comments. By the end of this course, you'll understand how to interpret campaign data, measure ROI, analyze user

[02:54] data, measure ROI, analyze user behavior, and make more informed knowledge with a quick question. Which metric helps you evaluate the return generated by a marketing campaign relative to its cost? A, impressions. B,

[03:08] reach. C, return on investment. D, click-through rate. Drop your answer in the comments below and keep watching to discover how these metrics guide real-world marketing decisions. >> Web analytics, guys, uh again, no need

[03:21] to mug up the definition, but in a simple way, you are analyze the data and you're trying to report uh the, you know, performance of

[03:33] your campaigns, okay? Or basically, the data, okay? Any digital campaign that you're doing, if you measure it, you analyze it, and you report it, okay? Um doing, right? So, when we say web analytic, it is nothing but it's a

[03:46] measure, you would analyze, you would report the data, okay? For your understanding and to optimize your future campaigns as well, okay? So, we don't just see the data, okay? Like I mean, it's not that, okay, I'll

[04:00] capture how the campaign has performed uh and I'll analyze and that's my job is done. No. The whole The reason why you're doing this entire process why you're doing this entire process ideally is to optimize, okay? When you

[04:13] understand, okay, let's say but you don't optimize, okay? Let's say you don't learn from your mistake, you you keep on running the same thing, you keep on doing the way the way you work on the same similar manner, there was no point

[04:26] the same thing. Web analytics, people think, okay, it is only about analyzing the data. So, first is obviously cap- capturing the data and then analyzing it. But what after that, okay? You have to take that data as a learning and then

[04:40] you have to optimize your campaign. When I say optimize, the word optimize would mean that you're making it better, okay? And to make that better, you have should have some data. You should know how to read that data and that is all we

[04:53] do in web analytics, okay? Now, um what this would help you achieve is obviously you will your campaign goals are because you're getting that insight, okay? Uh and you

[05:08] will take lot of data-driven decisions, okay? So, digital marketing, you can't I've said this in the in the past as well. You have to do lot of hypothesis. You have to do lot of AB testing, right? So, when you when you use all this

[05:23] analytical data and you see the numbers, you make your decision after seeing as a data-driven decision. You are just not randomly saying that, okay, 18 to 25 line, right? And obviously, once you make any data-driven decision, it will

[05:39] have a clear impact on your performance as well, overall digital performance. So, that's what we mean by web analytics, okay? Now, um um analytics, okay? Now, um um what exactly we do in web analytic is uh

[05:54] basically you you work on different dashboards, I would say, okay? And what are different elements involved when you are creating any So, now when I say create an account in web analytics, this is for any platform that that you're

[06:08] working on, okay? Like obviously I'll show you practically as well, but the process starts in a way that um you know, you you would set up some filters, you will set up some views, okay? Then you will do some basic uh

[06:23] reporting, you will read some basic of your reports, right? You'll try to also set up your dashboard where you will do some When I say dashboard, you can create a lot of a lot of customized dashboard, okay? So, all these Google

[06:35] Analytics, Adobe Analytics, all these platforms help you to create your own customized dashboard, okay? When I say customized dashboard, I mean um See, when you do data analysis, guys, it it gets very confusing at time. So,

[06:50] different dashboards, okay? For different requirements. They don't just like go to the tool and they figure out things. Obviously, at start you'll data that you should see, what are the data that you don't want to see. The

[07:03] create a custom dashboard for that is what I'm trying to say, okay? And you can do some basic fundamental analysis, you can set up your goals as well. Goals you can set up your goals as well. Goals as in um um on analytical tool, you can

[07:17] um let's say you want to track how many leads you're getting on your website. goal, okay? So, you can do that with the help of the analytical tool. And obviously, overall you're tracking the performance and recommending some

[07:30] customization involved and obviously, when we'll go through the tool in and out, you'll get a better understanding. Now, uh this is like we would as buying funnel. I think I've already talked you in the paid campaign thing. In case you

[07:46] might have forgotten, we can revise this again. Buying funnel, as I said, it's it's a basic concept where we try to understand the consumer's interaction uh before they make any purchase, right?

[08:00] stages, okay? We call this as acquisition, behavior, and conversion stage, okay? And at each stage, your customer would show different level of engagement, okay? With with with your brand, with your product, or with your

[08:14] company, okay? So, there are three stages, acquisition, behavior, and conversion, okay? Again, it's it's it's in the same way that um you know, let's say even if once you acquire a customer, okay?

[08:29] stick with your brand? Are you able to retain that consumer, okay? Once you okay, let's let's make it in a very easier way. Let's say you want to buy a flat. Okay.

[08:44] thinking to buy a flat in nearby your area. You're going on Google, you're making some, you know, search queries. So, you will go on the website, and you will give your details if you come across any advertisement, or let's say

[08:58] through social media. The first thing is obviously in such kind of businesses, I say acquisition, you will go on the website, you'll give your detail, okay? behave because obviously there'll be a lot of team who will follow up with you.

[09:12] So, what is your behavior pattern? Like what what went wrong if you're not able to convert? And lastly, when we say conversion, like you have ended up buying that flat, okay? So, this is like again, uh you can

[09:24] understand such kind of patterns as well with the help of analytical tool, okay? um ideally, in web analytics, guys, um I think with respect to the benefits of web analytic

[09:39] I've already mentioned this in brief, but if you want to break it down further, first thing whatever audience targeting that we do in a paid campaign, okay, so you might have seen when we were doing

[09:52] all those meta pay we were setting up some campaign on meta, we did some remember, and I was adding some targeting if you would have observed me. How again, this analytical tool gives you the performance of your overall

[10:07] website and it tells you that overall overall, okay, I'm not just saying paid campaign. I'm saying irrespective of from wherever people come to your site, it gives you the performance of the overall website whether the user is

[10:20] coming from social media or search engine or some influencer or some kind of audience are landing on your website, from which source they are their gender, what is their age group, right? So, in analytical tool it

[10:36] benefits, it will help you guys to get a better audience targeting, okay, so whenever we do any audience targeting we usually go and check our analytical tool like Adobe Analytics and Google Analytics to get this insight, okay,

[10:49] Again, for the e-commerce brand they can understand the customers shopping habit, okay, and I'll show you how we can understand this. I'll show you probably after in some time that how exactly one

[11:04] can see this uh habit. Basically, analytical tool also reveal that you know, what kind of products are getting sold off, okay, from which region, what gender, what age group, okay? So, when when we say that you

[11:19] understand the customer shopping habit, you can see that okay, what kind of age what kind of gender is buying what kind of product, they're coming from which location, right? So, that helps to create a great selling strategy. Why?

[11:34] Once you understood, okay, what your customer want or what different age brand, don't you think you can make it customized? For example, if analytical tool give you this data that, okay, in Mumbai

[11:46] location, your t-shirts are getting sold off a lot, but from in Pune, bottomwear category is getting sold off a lot. Okay, this is a hypothetical Don't you think you can do a lot of inventory management based on those

[11:59] insights? So, with the help of analytical tool, you don't just make marketing decision. Trust me, there are many brands who take a lot of inventory decisions as well. And when I say this inventory decision is only respective to

[12:11] e-commerce brand need this kind of insight that, okay, from from which city off so that you can keep that inventory ready. What kind of overall inventories uh a lot so that you can keep that stock ready. Okay, what are the products which

[12:26] are not getting sold off, which are not creating that hype? So, you can give that in discount or you can give it in like buy one get one offer or like as a free free thing. So, again, there's a lot of inventory management that brands

[12:39] by with with the help of this uh you know, report. Okay? And again, as I said, you can track your campaign performance and again, you can make uh respect to how should you design your website. I'll tell you why because there

[12:54] are a lot of tools like uh you know, which which will let you know okay, the user is spending like on there are tools which will let you know okay, the user is spending in what

[13:07] Where there are where they are scrolling a lot, where they are clicking. Okay, there are a lot of these tools are called as heat map tools. So, you know, insight. I mean, you know, and then you can make a decision, okay, what what are

[13:20] your website and how what a basic structure one should create. Okay? Now, in analytical tools, guys, you have, as I said, there many tools in the market, okay? But, I would say the most popular, the first ranking goes to

[13:35] Google Analytics. So, if you know GA, trust me, you will know how to use Adobe Adobe Analytics, how to use Webtrends as well, kind of, okay? Because, at the end of the day, in all three, you're doing some data analysis. It's just that the

[13:50] dashboard would differ a little bit. And to understand the dashboard, it won't take much time, probably even if you spend a week's time to be like very best on it, you will be able to catch it up quickly.

[14:02] Okay? So, we would be majorly focusing on said, that is the OG tool of web analytics. And uh your capstone is also very much related to this particular tool, okay? Now, how would you learn

[14:17] tool, okay? Now, how would you learn this uh like so one roadblock, okay? One major roadblock of people who want to web learn web analytics is that to learn Google Analytics, guys, uh ideally you should have a website. And

[14:32] your uh for for that website, you should account, okay? Now, let's say you don't have a website, and you still want to learn Google Analytics. How one can learn this, okay?

[14:44] So, I what I always recommend to those folks to those folks is there's demo account. Now, what is Google Analytics demo account, okay?

[15:02] website called as Google Merchandise Store, okay? So, this is there's a Store, which is owned by Google. And here, they sell all their merchandise, like all their products, okay? Now, what Google has done

[15:16] uh for let's say people like you guys who don't own a website, but they still want to learn GA, Google has because it's their website, they have set up Google Analytics. By the way, every brand should set up a

[15:28] understand how the website is performing. So, Google has also set up a website. And that access, like, you know, the Google Analytics account access of this website is given free for everyone in

[15:43] So, basically, the demo account is nothing but Google has set up a Google they have given access of that GA account to everyone. It's free. You can see how this website is performing in and out within that demo account.

[15:59] Okay, I hope you understood what do I mean by a demo account. So, for those who don't have a website and they still want to learn GA, the best way possible for them is refer to Google Analytics demo account.

[16:12] The demo account, again, I'll reiterate, it is nothing but Google's own website, given They have set up a Google Analytics on this website and the access of that GA account is free for everyone.

[16:25] Now, you guys can also access it, obviously, because it's free for And that's how I'll be teaching you Google Analytics with the help of the demo account because it has a lot of data to analyze, okay? Trust me, a lot

[16:38] to do? And this is something that you guys can also do. So, if you want if you okay? Okay, Adar and Manoj, acha, okay, you're saying new. Adar, what about you? You are not new to the tool. You have gone

[16:53] through it before. Oh, okay, cool, cool. Okay, so, what do you guys have to do? Please and it's better you follow this along with me, okay? account, guys, and the first link that you see, demo account analytics help, go

[17:07] Okay? And scroll down. And you will see this link. Once you open that, you should see something like this, Google Analytics property Google merchandise store web data.

[17:23] referring to. So, you just have to click on it. you should see an account like this, okay? And see, first time when people

[17:36] check this tool, it feels very overwhelming because it's all number if you would see. Okay? For those who are coming across from the tool for the very first time, it it will be new. It will be a bit overwhelming, guys. You don't

[17:48] have to be scared about it, okay? The more you practice, the more you learn, okay? Now, I just understand the basic of GA, okay? And then later, so I'll try

[18:00] to go deep dive later on, okay? Let's just understand the overview of GA. So, first thing, as I said, the most mandatory thing for anyone is uh to set website, okay? I'll show you the in-depth setup in the week uh in the

[18:16] next weekend, but just to give you a very basic idea on how does a Google Analytics account get set up. I'll I'll try to create a dummy one. I won't do end to end. I'll just give like few details just to show it to you, okay?

[18:28] Please watch my screen. Don't follow what I'm doing uh because you can still refer to the recording and you can follow the steps, okay? So, for now, just concentrate on what I'm what I'm doing on my screen screen, okay?

[18:41] So, here, there's a a section of admin, okay? And even if create multiple Google Analytics account, okay? If you have a multiple create multiple Google Analytics account. Whenever you want to create a

[18:55] new Google Analytics account, guys, um you can you can come over here and you can say create, okay? And you can say create an account, okay? When you By the different Google Analytics account, okay? So, here, I'll say account.

[19:11] Analytics account, what I what it is exactly an account name? Your business name is the account name. Okay, Simply Learn, then your account name should also be Simply Learn over here.

[19:25] Okay? So, right now because I'm creating a demo dummy like I'm creating a dummy name, okay? So, let's say it's Travel with Jigisha. Ideally, this shouldn't be the uh uh name of a website, but let's say

[19:39] if this is, okay? Now, uh obviously, Google will ask you about the account data sharing setting. Basically, you know, uh to maintain and protect uh the service, they they're just asking um if you are okay to you know, let uh to

[19:54] say yes, they won't disclose, so don't worry. You can say next over here. Now, property name again should be your business name, so I'll say business name, so I'll say Travel with Jigisha.

[20:10] should be, guys, as per Let's say By the way, okay. Uh most of the brands, what they do, um

[20:22] very global brand, okay? Like and you have, let's say zara.in, zara.us, country, you have created a separate website, then again, you should have a separate GA account, okay? Now, let's say your business is majorly focused on

[20:37] India as a location, okay? Yes, you might be giving you might be globally as well, but as a major of your business is of India, then your your reporting time zone should also be India. Okay, not any other country. Because based on what

[20:50] accordingly, you'll see the data as well, okay? Again, the currency should be INR because as I said, the major business is in uh if it's in India, country, your base is US, then choose US. If the base is London, choose

[21:06] London, whatever you want, okay? And we'll say next over here. Now here it will ask you like what is your industry category, like for like your business falls into what category? So mine is travel. So I'll say travel, okay? Then

[21:19] like what what's the size of your business? you fit it into. And then here it will ask you okay, you behind creating Google Analytics account, okay? So

[21:36] you just have to tick okay. So let's say you want to generate lead then say if you're in e-commerce you will say I want sales. Probably if you are lead generate lead. I want to also understand I'm getting traffic from where. I also

[21:50] want to understand some engagement. Let's say you don't fall into any of this then just say other business objective, okay? And you can say create. Now again, you have to choose over here India.

[22:02] You all just have to accept the terms and policy. and policy. Okay? And this this is where uh you are set up. So this was like a basic account set up and we the set up

[22:14] is still not completed because you have to link your website or app to the GA, okay? So let's say if I want to link my website, what I have to do I have to go here to web. I have to give my website to URL over here.

[22:26] And uh when I give my website URL over here, guys, the next step is the platform will give you a code. That code needs to be placed on your website and after that the data collection gets started. Okay? Does this make sense?

[22:43] Just to show you that uh code part, what I'll do in the demo account also, by the demo account as well, okay? So let me just By the way, you can skip that particular part. Now if you would see my

[22:56] I created right now, Travel with Jugisha. But it won't capture any data, website is still not linked over here. Right? So, linking the website and then putting the code on your website, that

[23:09] will start capturing the data and you'll see numbers over here. Okay? Otherwise, you can't learn GA. Hence, the reason you guys also referring to demo account because you want the reason what why do we do Google Analytics? It's It's all

[23:21] about the number crunching data analysis, right? You even even if you say you have a website and you create a Google Analytics account today, it will data and do do that kind of analysis, right? Right? Let's say you will say,

[23:34] dummy website today, and I'll set up a GA on it." Great. You learned how to set Because until unless you're a very popular a lot of traffic and you will be you will get a lot of numbers to through

[23:48] that's not the case, then how would you do data analysis? Hence, we are data analysis part. Because the demo account, it's it's it's a it's a very old demo account. It's Google's official website's Google Analytics account. So,

[24:02] a lot of data to analyze. Okay? Now, if I go I'll go back to the demo account just to show you that code part, okay? So, by the way, for any Google client's Google Analytics account or whether it's a demo account, if you want

[24:16] like, you can go to the admin section over here. And there's something called here, see this. I'm not See, can you see they've linked their website? shop.merch.google.

[24:31] Right? So, you also have to whenever you set up your account, there the step where we stopped, where we had to link our website, we have to give our URL. Once we give our URL, you we will get we have to go within it and we get

[24:43] something called as view tag instruction. Now, when you go over here instruction. Now, when you go over here in the view tag instructions, Now, this is the code of Google's merchandise stores websites Google

[24:58] Analytics account, okay? Similarly, when you will set up a Google Analytics this. By the way, your code would look exactly like this. The only thing that would change would be this part, okay? This ID is different for every GA

[25:11] This ID is different for every GA account. website. Again, guys, if you're working with a very big brand, they would have already set up. In case if they ask you to set up, ideally, you don't have to do

[25:23] set up. You just have to give this code to your web developer. They will do the Okay? Because you are not a web developer to do if it's a coded website, no one will ask you to set up, okay? Uh either they'll have a web developer to

[25:37] instruction that Can you see it needs to be there on every page of your website? So, give this instruction and give the code to them. Or if you are at a higher position, you will be using this tool called as Google Tag Manager to set up

[25:51] called as Google Tag Manager to set up this code. which is our analysis, okay? Uh I won't Okay, guys, we'll go very slow on this. We won't rush uh with respect to GA. So, we'll go

[26:07] uh with respect to GA. So, we'll go slowly, okay? Let's just first uh >> So, okay. Before we go to the platform, guys, let's just understand why one would want to What What exactly What are different

[26:21] things that one can uh check in the Google Analytics account or any analytical account, okay? So, guys, one of the major thing that people want to check on the Google Analytics accounts are these four things, okay? Page view.

[26:33] Page view is nothing but what exact pages people are checking, okay? How your site? What is the bounce rate? are coming to your site. How many How much of them are getting bounced off?

[26:47] hardly spend some time on the website. They just like drop off, right? And then the time on the site, basically how much time a user is spending on your site or or probably on which particular page, okay? So, these are some unique metrics

[27:01] that an organization would want to track. Uh and by the way, you can see all of these metrics on Google Analytics as well, okay? Now, with Google measure not just your website performance, guys. Google Analytics is

[27:14] also for apps, okay? So, for app, the the setup is something like similar. Uh and by the way, for app, you have to set uh set up separately. For website, you you are a business owner who has a website, please set up a Google

[27:27] your website, it's mandatory. The first thing you should do is to set up a Google Analytics account, okay? And uh if you have an app, you can do it for the app as well. We We have seen, right? It was giving me three options:

[27:41] website, app for Android, app for iOS. So, you have to do if you're a brand, a global one, ideally they would have set up. You never will come across a global brand who have who don't have a GA account, as per my experience. But yeah.

[27:54] um again, why one would use GA? It's the same thing, to understand the number of people are visiting the site, the time they're spending on the site, the pages that they're checking, or the device

[28:07] Trust me, there's much more than that, but this is like basic use case of GA, again, the whole point of using GA is for them with the insights that they get from the GA account, and to make a informed

[28:23] decision, right? With respect to how they should create the website, okay? Because GA will give you a lot of insight with respect to your website as well. Like how Like what which page is performing, uh how much time one is

[28:35] spending. That gives a very basic idea that, you know, which page needs like all good. You don't have to tweak it, okay? Um I'll just take you through Google Analytics, guys. Okay, I'll give you an

[28:50] overview. Okay? Let me just close the Okay, I won't close the PPT. Uh I'll directly go to the Analytics account. Okay? Uh be there with me. I'll What I'll do I'll again open an Excel sheet. Not an

[29:04] Excel sheet, but a Word doc to write down the pointers. Analytics is divided The first major part of Google Analytics is its reports,

[29:19] guys. Okay? You would see a section of reports. Okay? So, if you hover around to the report section, uh that's like how should I say we check on a very frequent basis is the section, the report section. Okay? And now, it

[29:33] might be very confusing for you guys that what exactly is this. Okay? So, easier manner. Now, there are different reports and the

[29:45] uh the major one or the all the reports that are which is the first one is real time. Okay? Then you have report. You have

[29:58] engagement, you have monetization, you have retention, and then the last one is user report which also gives you which also gives you um what should I say? I'll just write

[30:12] this way only. So, it's it's basically divided into two part, the user attributes and the tech part. Okay? So, like how should I say this are the reports that give you overall insight of

[30:25] your website. Okay? Like in-depth insight. You would have never seen You might have never seen this kind of insights uh in in your experience. Okay? Now, one thing is that See, when you're working with your client, okay, there

[30:38] to know what a lot of data and all. Probably GA is an account that you might be keeping on 24/7. Okay, or whenever you are working because you never know client might ask for what kind of data. Now, obviously no one would guide you

[30:52] I'll just directly ask you a question like this. Say that, you know, "Uh Ada, can you tell me um how was performance of gender

[31:08] gender 18 to 24 in FY26 compared to FY25 January month. Like compare this Jan and last year Jan and tell me how what was performance." So, you don't know where to go and check

[31:21] that, right? Like with the with the name obviously you are not able to So, you you are being bombarded. See, your client would always get on a call They'll ask you to do a lot of comparison. Again, once you answer that,

[31:35] they'll ask more. They'll try to deep dive into it. Okay, no one would stop there. I'll give you an example in much more detail way. The whole point is you should know first thing is that what each report would show you. Like what is

[31:47] the use case of each of this report? Okay? So, first is your real time report and the use case of this report is it will show you last 5 minutes and

[32:00] This is the only report which shows you real time performance of your website. Okay, last 5 minutes and last 30 minutes, okay? Rest all report will show you past performance or today's overall performance.

[32:13] Okay? So, this one will show you past performance past performance or or today's overall performance. This acquisition, engagement,

[32:27] monetization, retention, user won't show you last 5 and last 30 minutes. It can performance, but it can't give you like okay, this was last bit of minutes and this was last 13 minutes. That data you can get only over here.

[32:40] Okay? That's first thing. So, real time is only report which shows you real time performance and like for today's performance overall, okay? Now, what which report you like you know

[32:53] input? Let's understand this. Acquisition report would tell you which channel, platform, campaign. So, it will show you this performance, okay? Let's say your

[33:08] client want to know is social performing better than search, is affiliate performing better than influencer, is meta performing better than Google, marketing campaign and you run an

[33:20] better. So, basically, any question that's with respect to channel, platform, or campaign performance, you have to refer to the acquisition report. Engagement report will give you pages and

[33:41] check, you refer to the engagement report, okay? Monetization report is all about your product performance. Okay? Product performance, and by the way, first thing,

[33:54] monetization report is very specific to e-com, okay? In e-com, it will show you the product performance. It will show you overall user flow performance. When I say,

[34:09] you know, how many people did add to cart and how many people went to the checkout, payment, purchase, the entire stage, basically, okay? stage, basically, okay? Retention report is more about

[34:26] checking the LTV of consumers, of customer. LTV is nothing but lifetime transaction value. Basically, how well you're able to retain a consumer, okay? Lastly, our user attribute will show you data like, you know, if you want to see

[34:42] data like, you know, if you want to see age performance, gender performance, uh city, etc. Any demographic, okay? Any demo or geographic performance, you see under the user attribute, okay? Whereas,

[34:55] tech, the name says, tech would show you uh any information related to tech. uh any information related to tech. Okay? Like your browser performance, device performance, phone model, you know, anything, etc.,

[35:12] etc., etc. So, this is what you have to mug up, okay? Let's say I ask you any question related you have to go to the acquisition. If I ask you anything related to page, you

[35:25] anything about the product or user flow, you have to go to monetization. Right? So, you should know this. Now, what we'll do, we'll go to each of this report, okay? And I'll show you how to read it, what do they mean. We'll

[35:38] start with real time, okay? Now, first thing, guys, for real time, you can This is This is like the only report snapshot is like overall website thing, okay? You would want to check the report snapshot. The first thing is your real time

[35:52] overview. So, when I say real time, the only section of real time that we refer to is a real time overview. And sometime if the client asks, we'll also see real time page, okay? What is real time overview? It gives you the overall

[36:05] could see clearly, active users in the last 60 minutes, active users in the last 5 minutes. Active user as in like number of people on your site. So, if it says 42 as active user, that means 42 people are there on that merchandise

[36:20] website. Nine, so 42 were there in the last 8 30 minutes, five users were there in the last 5 minutes. Okay? the dots that you could see is basically it's trying to show you the user as came

[36:35] to the website from which location. Okay, so if you could see one is from Okay, so if you could see one is from Ahmedabad if I speak about India. clicked. Then there would be there's one from

[36:48] Kolkata, there's one from Chennai, there's one from Bengaluru, there's one from Pune. Pune was me because I was I was checking it out. It could be someone else as well, but I believe it was was me. The last 5 minutes I was there in

[37:00] last 30 minutes also I was there, so it's still showing it up. Okay? Or busy want to see okay the Pune one. Like you can click on the Pune one and it will show you that the user came from where and all. Okay? So it will give you more

[37:13] further data like okay the person came to the website the Pune folk who came to the website they that person came to the website through Google. Google. Okay, and let let just understand this.

[37:27] Okay, and let let just understand this. Okay? Now I'll go back again. Okay? Now I'll go back again. If I scroll down

[37:44] So right now your first thing is it is showing you the user source. Source is particular channel they have came to the website. Right now it is just showing Google, but they they might show other channels as well like social, affiliate,

[37:59] YouTube. Depends if if they have that kind of user account. Okay? This is you know what kind of audience they are. Like are they non-purchaser or they are they active users or they are the one who have scrolled. Now this audience

[38:13] thing is something that a brand customize it. Okay? This is not default audience type. Okay? This is something that the Google the the person who's handling the Google merchandise stores website

[38:25] performance, they have customized it. Okay, this is not standard. When I say into um different buckets. Okay, like okay, all users, non-purchaser. Basically, how

[38:37] many of them are non-purchaser, how many are active users, how many have scrolled 75%, right? So, this is something you customize it, guys. This is not default thing that you'll find in GA. Okay? This is something that the website has

[38:49] customized for their GA account. Okay? Here, you would see how you know, people are spending time on which particular page. Like, is it home? Is it merchandise shop? Is it apparel? Is it campus? So on and so forth. Okay? Then

[39:02] here, it is event. Now, event is nothing but what interactions they are doing. but what interactions they are doing. In GA, interactions are called as event. event and there's something called as key event. Event would mean any

[39:15] interaction that you do on the site is called as event. Key event is like the important interaction that that you do on the site. When I say important interaction, okay? Let's say if I go to Myntra's website and if I just scroll,

[39:27] Myntra's website and if I just scroll, that is also an event. But if I go and check one product and add it to the cart, that is called as key event.

[39:39] any interaction that you do. Whether you purchase, whether you do add to cart, whether you click, whether you scroll. But in key event, we only check major Like, impactful interaction that the users have done on the site. Again,

[39:54] event and key event is something that the brand has to create. They have to customize it for themselves. There's no standard list. these three things is something you will customize it for your brand.

[40:07] Okay? Now, second thing. When Okay, what do you think Do you think every day one would go and check the real-time report? What do you think, guys? We would check this real-time report if

[40:20] We would check this real-time report if we have a major sale or offer coming up. So, if you are having Black Friday, you are having Diwali sale where you see a lot of sales coming, you see a lot of traffic coming, we usually check this

[40:32] report to see if things are all going or are going all well or not. If you launch a new product, right? So, any offer, any launch, any discount, heavy coming up, that's the time we usually check this real-time

[40:48] report just to see that everything is going all fine or not. Just to see are we getting that kind of traction or not. Let's say I launched my Black Friday campaign right now at night 12. Let's say today is we are doing Black Friday.

[41:01] Ideally, this is not the time one would do Black Friday, but hypothetically. So, I would want to see are people showing up on the site or not? How would I understand? With help of GA only, right? Where are they coming

[41:13] from? So, there are many brands during this offer, launch period, they check is bothered to go and check the real-time report. So, only on this kind of special occasion for a brand, they would go and

[41:28] check it just to see like are are you getting that traffic, are people showing the period where you get a lot of business, right? So, you they you know that brands are they they are on their toes and one of the way to keep on

[41:42] checking, seeing if it's it's a impactful, is it working, is it not thing. So, I want to see okay, I've launched a I want to see okay, what is the response? And let's say or let's say

[41:55] I've launched a product for 1 rupee and I want to see how people are reacting to it. So, you know, like Black Friday, for more sale, all of that time brands keep an eye on this, okay? Because they get they again make a lot of decision. They

[42:08] traffic coming from Mumbai, then they would want to keep that inventory ready for that location. Right? Again, if they're seeing lot of traction coming from social, they'll launch more campaigns on social to grab more

[42:20] strategies that are created. Guys, again I'm saying analytical tools are not just seen to create good marketing campaign. It also as well. Okay, you make a lot of business

[42:33] decision, business call by seeing these numbers as well. management, their cross-selling, their upselling heavily relies on relies on seeing such kind of numbers. Okay? So, we are clear with real-time report.

[42:49] like there's one more section of real-time pages. Basically, user are visiting what kind of pages, you can check that as well. Okay? To understand most when when you see one slash, that means it's a home page. Okay? So, now

[43:05] are 40. How many views they have got? 37. Right? Again, there are people who are on different different pages as well. Okay? That's the only use case of real-time report. Now, we'll go to the major report where

[43:18] we spend a lot of time. Okay? And when I say we spend a lot of time, there are brands, there are people who check it on daily basis as well. Okay? daily basis as well. Okay? If not daily, at least weekly. Okay?

[43:31] report. So, guys, if you would see the acquisition report has a lot of section. sections. So, each report now will have a lot of section. I'll just take you through the important part of the section. Okay? Because this is a demo

[43:45] account, guys. This demo account is not able to capture all the data. Okay? There are some loopholes in the demo account as well. Now, can we fix the demo account loophole? No, because we haven't we haven't set up this account,

[43:58] account, if I'm the one who's putting the code, I can still rectify that loophole. But because this is a demo account, obviously, and the the owner is Google is themself, they are the one who can look into it. We

[44:12] can't look into it. So, I'll take you through the important part of each of the reports, okay? There are some sections I would skip because of it would be too complicated for you guys to understand for the very first day. I

[44:25] might take you through it towards the last of our session, like towards the next weekend, okay? Now, guys, for each of this report of acquisition, engagement, monetization, retention, and new user, don't check the overview part,

[44:38] okay? Basically, overview we check when we are in lot of rush and we just want to see one glance. Okay? But for you guys, overview would be pretty overwhelming because you won't understand anything. So, it's better to

[44:51] check this overview report into different breakdown instead of seeing just all of this in one glance, okay? So, you can skip the overview part. when we are very much in rush. We just want to see the data very quickly. For

[45:04] you guys, I would say no for now because it might seem daunting as well, okay? So, you can By the way, whatever there's an overview is there on the other report summary that you would see. So, every report has a summary tab. Like, okay,

[45:17] let me just show this to you. So, this is like overall summary. Now, for the very first time, they think "Are they catch all right? You know, what's going on over here?" We don't We are not able to understand anything over here.

[45:29] Hence, I would ask you to skip this particular part, okay? We will go one by it. Okay? So, hence, I won't show you the overview part only. Okay? Now, let's understand each of this reports under

[45:43] the acquisition part. Now, we will You have We'll go to the user acquisition report, okay? And by the way, whatever filters, whatever sections I'm showing you right now is applicable for all the other reports as well, okay? So, it's

[45:56] filters that we are applying for user acquisition is not applicable for other. how to check this dashboard, like how to navigate it. Okay, and now let's say when you come to user acquisition, first thing you should know is a date range,

[46:10] very important, okay? Your client would ask you for different date range, so you to choose the right date range based on your client's question, okay? Let's say tell me last month performance." You have an option to select last month from

[46:24] as well. Like you can click on one, you can click on 31, the last month is default one created over here, and you calendar. There are times

[46:37] the data. That's when you have to uh enable this toggle. Okay, and when you enable the toggle, basically you can choose a date range. Let's say if I tell you guys, "Compare

[46:51] Let's say if I tell you guys, "Compare Jan 2026 month to Jan 2025." So, how would you do that, okay? So, here the date is correct. It's Jan 2026. Here I have to make it Jan 2025. So, either you can type it, or you can again select

[47:03] from the calendar. I recommend to type it because when you select from the comparing the data, it gets very difficult. I'll show you how. Like sometime it the platform works acts very weird, okay? So, let me just

[47:16] show you, okay? Here if I'm trying to choose Jan 1, and here if I'm trying to worked, but there are time when this toggle thing gets very annoying. So, in guys, like see now, can you see? Feb up went

[47:31] up. I wanted Feb to be here. So, if it acts bit weird when you're for the comparison thing, you can type it as well. Okay, so let's say I want Jan 2026 over here, I can write Jan 1, and instead of

[47:46] 2025 I can say 2026. Here also I can say Jan Here also I can say Jan 31. Okay. And I can say apply.

[48:03] So, please choose the right date range. Okay, from here compare it if the client is asking you to compare it. Okay, right now I'll turn off the compare toggle. Now, this thing this is something that is used to show to the client. Now,

[48:18] asked me a question and I'm showing you this table. It is very boring to show clients who won't understand the table. So, the best way to explain them is with

[48:30] Okay, let's say this is a better way of presenting, right? You can show them okay, in Jan month we have seen a very good spike in what? Thursday on 22nd of Jan we have seen a good spike of our

[48:43] users. Right? And the most deep like you know, very major drop in our traffic? I believe it was this point. Right? 11 Jan. So, this is how you can explain things to them. Okay, which is

[48:59] the channel which is giving them lot of traffic? It's direct if you could see. Then it's organic search because this pop-up is coming up. So, this is more to ex- for the explanation part. Okay.

[49:11] They'll find it very boring. They won't understand it. It's difficult to explain them in a table format hence we refer to this part. filter you want to show it on weekly basis like how week on week performance

[49:25] was so you can show it in this way. Like week one was very deep then again it it got better in week two. In week three there was little bit of spike. So, you can show it in that way is what I this way is is what I'm trying to say.

[49:39] Right? You can add some filters over here as well. When I say filters okay, what specific section you want to show to the client? Do you want to show them some gender kind of thing? So, okay you you you want to just show them

[49:58] breakdown. But yeah, you can add some comparison. Guys, it's up to you, okay? Let's say you want to show them Let me just show organic traffic. What is paid traffic? Traffic that comes to ads. Organic

[50:11] organically. If you If your client ask for a comparison like this, you can just it to them. So, don't show them this table then. Show it over here. this is all for your presentation perspective. You can add some filters to

[50:28] date range over here. It's up to you, okay? The main part is this. So, let me just cancel this because this comparison will show in the same table as well. Let's just see this, okay? Now, if you remember, I told you that this

[50:43] acquisition report will show you uh performance of either the channel or the platform or the campaign. What you're seeing right now is channel performance, okay? Direct is a channel. What do I mean by direct? If I directly go to

[50:56] Myntra.com like this, this is called as direct, okay? So, there are two ways I can go to Myntra's website, right? Either I can go on Google, search for Myntra, okay? Then, this is ads, okay? But this is

[51:10] SEO, right? If I go from here. And one way is I directly tap for the exact URL. So, when a user type the exact URL and they directly land on the site and not and don't come from Google or social media, that is what we call as direct.

[51:25] Okay? So, direct is the user directly search for exact URL and they landed on Now, organic search is people coming through SEO. Paid search is people coming through search text ads. Cross network is like

[51:38] they're coming from multiple channels, email. Unassigned is something again, account. What they're calling as unassigned, I would never know. Again, this is you customize it. Right? Organic social is your social media platform,

[51:51] organic shopping, organic video. Okay? So, this is what we mean by Okay? So, this is what we mean by channel. Now, what is platform then? So, we are seeing let's say organic search. Okay? When I say organic search,

[52:03] I mean people are coming through SEO. But, from which platform? Are they coming from Google or are they coming from Bing? The channel won't give you client would you tell your client okay,

[52:15] from organic search. Then your client would ask you that okay, can you tell me what platform of organic search? Are they coming from Yahoo or Bing or Google? Where? Where are they coming from? That's when you don't have to

[52:28] check the channel performance, you have to check the platform performance. Okay? Now, how do you switch it? How do you switch from channel to platform, guys? Here, there's a toggle to change it. Like, can you see this? Primary channel

[52:42] right now. If you want platform, you have to search for platform over here in the search and click on this first user source platform. And now see first user source platform. And now see this.

[52:57] You or let's just do one thing. You can just search for first user just search for first user source 1 second. To change from channel to platform,

[53:12] search for for source source So, here what I've selected is source

[53:24] {dash} medium. First user source {dash} medium. Okay? I'm giving writing down medium. Okay? I'm giving writing down over here as well. platform level data now. How What do I mean by platform data uh platform level

[53:37] data? Can you see now they are breaking down organic into Google organic and Bing organic? Right? Now, they are not just saying {slash} CPC. Okay? If I increase this, by the way,

[53:50] results is because here the row per page is 10. So, whenever you do data there's a lot of data. Can you see that total 97 platform performance? We are able to see only 10 because we are on the first

[54:04] page, and for the first page as well, the row per page is only 10. So, whenever you do see the data, please extend this to maximum, and then here missing out on any page or not. Right now, we are not missing on any page, so

[54:16] I can I can every data is seen over here, okay? So, please make sure to check these two settings whenever you are seeing the data. Okay? Now, here if you would see, okay, let's just show you Let me just show you

[54:30] See, can you see for organic, there's Yahoo organic, there is Bing organic. So, now this gives you the data that from organic as well, people are coming from what platform? Make sense? So,

[54:43] what So, after date, this is for your client view, okay? Always check the row per page, and here the page thing. Now, let's say if I make row per row per page 25, I have other pages to check as well. Can you see? 1 {slash} 25, I'll have to

[54:57] go to other page as well. So, always make sure your row per page other pages to check, make sure you check that. Don't miss out on checking other page because your data your answer would be on the second page as well.

[55:10] Okay? I hope I'm clear. So, and then how to change from channel to platform? search for channel. If you want to see campaign level, guys, same, search for campaign over here. Okay?

[55:24] will Can you see? All the campaigns that this merchandise store is running, they are here. Okay?

[55:37] So, based on what your client is asking, make sure to switch it from here. Okay? Now, first thing. Next part is guys, this is what we call as dimension, and this is what we call as metrics, okay? Again, this is this this is

[55:50] we'll be checking. This is called as dimension, this is called as metrics. Now, this is called as primary dimension. Your client So, now when your clients ask you to Every time they ask you to break down this number. Okay,

[56:03] let's say I'll ask you that Okay, guys, uh I can see that from direct I'm getting good amount of uh audience. I want to know they're coming from which city now.

[56:15] asking to break down this further that okay, they understood direct is a best performing channel, but exactly they're coming from which city? Is it like a specific city which is getting this performance? Okay? So, then your client

[56:27] is asking you to break down this further. Hence, you put a secondary dimension. Now, if your client ask you a deep dive question, you have to put a dimension, you have to again you have to click on the plus sign, and whatever

[56:42] breakdown they have asked for, let's say they're asking for city, gender, age, asking for city, right? So, I'll click on city, and this data will be breakdown on city, and this data will be breakdown further to cities now. Can you see?

[56:56] see there are almost 10,107 pages, okay? How should I can't navigate all of them, right? It will be very tedious for me to check so much big So, what do What do you have to do is Let's say your client have only asked

[57:11] understood direct is a best performing channel, and they just want to know which city is giving good amount of traffic for direct. So, use this search bar. Okay? This search bar will filter down lot of lot of numbers over here.

[57:26] only asked for direct, search for direct over here. If the client has given you specific city name, like they want to know okay, from New York, okay, like New people are coming from to the website from New York as a city. If they are

[57:40] coming, what are the channel that they are using the most? Okay, let's say that city, let's say. So, I can search for directly for the city name over here and see this. Now, what I'm able to see? This This is

[57:53] people are coming from which all channel? Again, for New York as well, direct is the best performing channel. Then, organic search, then paid search. So, use this search bar. I'll just give you a recap again. Date

[58:07] range, in date range one has to compare. If If they ask for compare, this is used to show the client the numbers like in a better format instead of showing them the table. This is called as dimension. This is primary, this is secondary. You

[58:21] only apply secondary dimension when the client ask you to break down the number. If If it looks very overwhelming, the table looks very overwhelming overwhelming, what query the client has asked for, you can just search for that

[58:33] specific question over here. Like when I not question, but the keyword. If the asking for specific city or they're asking for specific channel, right? Or anything, age, gender, it could be different thing, right? The client don't

[58:46] specific to something. So, put that in the search bar. If If you're finding it very difficult to read such big table. Always increase your upper page count. if you're not able to check other pages, one thing what you can do is you can

[59:02] filter from highest to lowest. Okay? So, here for each metric, there's an arrow sign you would see. Okay? So, if you click on it, it will filter out things you could see, it's not in a proper arrangement, right? 30,000 is at top,

[59:16] then 11, then 20. It It is not arranged properly. Can you see? It is not in highest to lowest or lowest to highest. So, what you can do, you can click on the arrow. See this.

[59:28] And automatically it will come in a better sequence. Can you see now this is highest to lowest. So now you don't have to go and see other pages because this is applicable for other pages as well.

[59:41] Now these are metrics. I'll just explain you each of this metrics and guys let's just understand each of this metric. Total user is number of user now this is for Jan month Jan 2026 this website performance, okay? Merchandise shops

[59:54] month Jan 2026 we could clearly see they have got total users of around unique when I say users this are unique people like people, okay? 43,291

[1:00:08] users were there on the site out of those 31,774 were new people when I say new user that means they're new to the site. Returning is like they have visited in the past. Again they are giving you breakdown for each channel

[1:00:20] for all the three metrics, okay? Then this will show you how much time they have spent on from each channel and overall how was the time spent. So in around 1 minute 33 seconds, okay? Wherever you see a very less time spent

[1:00:34] spent is very less that means there's some problem with the channel performance in general. Okay? Cross network is a very good coming from email they have spent a good amount of time. So

[1:00:47] more the time you spend better is for your brand, right? Okay? Now average this is engaged online session per active user basically you know how much I'll explain this in detail in the next

[1:01:01] report so ignore this for now. Now here I told you right event key event, okay? Now what is as I told you event would mean all the event. Can you see? So when by event. Any action you have done on the site. Can you see first visit

[1:01:15] checkout add to cart everything is part of event. Any any activity. But key this is an e-commerce website. Merchandise store is an e-commerce event? How many people bought the product? How many people added the

[1:01:30] product to the cart? And how many people have just checked the product? This is an important event for them, right? This is customized event and key event is customized. So, under key event for this brand they have chosen this key as a key

[1:01:42] event. You can you can customize as per your brand need. Okay, not necessary you store website has done. Right? Now, if your client ask you that guys, can you tell me how much purchase? Like

[1:01:56] when when we say See, this is not purchase, no, because this includes all how many purchases you have got from direct. Then you have to go over here sign.

[1:02:09] And now we can see from direct we have got 545 purchases in the month of Jan. Make sense? Right? So, always don't forget to see this. If your client is asking specific to an event, please

[1:02:23] go and select it, okay? Let's say my client is asking me how many people have done add to wish list. Then I'll have to go over here and hover around it. So, there were there was around like 409 add to wish list.

[1:02:35] If my client ask me that, okay, can you tell me how many people have scrolled? You see? So, make sure to change this as per the So, we have understood the user acquisition. Now, we are going towards

[1:02:50] the traffic acquisition report. Now guys, the first thing is Okay, let let don't want to see the comparison data. Now, what is the different report will show you channel performance, platform performance, and

[1:03:03] campaign performance, okay? Then what's the different? In which situation you'll refer to the user acquisition and in which situation you'll refer to the traffic acquisition report, okay? Because the dimension is the same,

[1:03:15] right? Here also you're seeing you're seeing same dimension. Here also you're seeing same dimension. So then what what one should refer for, okay? one should refer for, okay? First thing,

[1:03:40] would show additionally Okay? So here if you would have seen in user acquisition, we didn't had any metric which was showing us revenue. Max we could see was how much purchase we

[1:03:54] have got with when we put a key key event filter as purchase. So we can have got. But let's say if you want to see the revenue that we have generated, we can't see it over here. Hence, traffic acquisition report will show you

[1:04:08] see there's something called as total revenue. So that's one thing. Next, see, in traffic acquisition, instead of user, we have something called as session.

[1:04:20] Okay? Now what is the difference between both, okay? User would mean unique people who are there on the site. When we say 42,463, who were there on the site.

[1:04:33] But in traffic acquisition, when you see your session as 52,893, this doesn't mean that there were 52,893 people who visited the website. This is like, you know, how much total traffic you received on your site.

[1:04:48] Now when we say session, it could be one person visiting your site multiple time as well. So basically user acquisition will show you unique users who have acquisition report shows you overall traffic that you have received on the

[1:05:03] site. This is not the unique user count. When you see session as 52,893, that doesn't mean 52,893 users were there on the website. That means this is the traffic you have received on the website. Now, it could be one person has

[1:05:16] visited multiple time as well. Okay? Whereas in user acquisition, when you see your user count as whatever we were able to see, what was the number? were able to see, what was the number? 49 or yeah, 42 463. This means that this

[1:05:30] were This were the amount of users who came on the site. Okay? This is the amount of traffic. Now, when I say traffic, I mean a one well. Ideally, your use This will tell you

[1:05:45] total traffic, whereas your user acquisition tells you total users on the site. Does that make sense, guys? So, if your client tells that we want to

[1:06:00] refer to user acquisition. But, the client asked we want to just know the overall traffic, irrespective the person came once or twice or multiple times. acquisition report. And secondly, if the client asked you any question related to

[1:06:14] revenue, that is also the time when you'll refer to the traffic acquisition report. I hope you understood the difference between both. Again, the same navigation is applicable in the traffic acquisition as well. Put

[1:06:26] bar, increase the row per page count, go to other pages, change the date range. Right? Again, if the client ask you specifically for purchase. Now, see, can correct revenue number. Why? Because

[1:06:40] this is for all event. Okay? If I make it purchase, then ideally this number would change. So, let me just show this to you. First, Now, we are able to see direct has got a revenue of 51,000. Let's see if that

[1:06:54] changes if we make the event to be purchased. Sorry, not here. But, here. remains same. that means a number is reflecting correctly. Okay, there are

[1:07:10] gets changed when we change this key event. But, if this has not changed, revenue number is correct. Okay? So, I which report you'll refer to if the client ask for unique user account,

[1:07:23] refer to the user acquisition report. If the client want to know overall traffic and revenue number, refer to traffic acquisition. Okay? Now, here in the traffic acquisition report, guys, there there are some new metrics that you

[1:07:35] could see. Okay? The first one is your session. Now, what do I mean by session, guys? Okay? Let's Let's just understand. There's something called as click, there's something called as link click, and then

[1:07:47] there's something called as session. Okay? You would always see Okay? You would always see click is higher than link click,

[1:08:00] is higher than session. What do I mean by this? Okay? When I say we have got clicks, clicks would mean anywhere they have clicked on your post, on your ad. Okay? When we say link

[1:08:15] click, they have clicked on the URL. Okay? But, not just clicking on the URL site. They might have bounced back. Uh the internet was not working, so they didn't landed only. Right? But, session means that yes, they have landed on the

[1:08:29] site, and they are spending some time. Okay? So, you will always see that there are many people who clicks on your ad or on or or any of your post. Out of that, only some people will click on the link, and out of that, only some people will

[1:08:43] actually spend some time on the site. Right? So, session means that this user Like, you know, when you see session as 52, 893, that means they have spent some time on your site. Okay? And this is also one of the reason brands want to uh

[1:08:59] much more better than checking clicks and link clicks count. Okay? Now, how does the session gets calculated? Okay, does the session gets calculated? Okay, now let's understand this.

[1:09:12] What will make it two session, three session? Is we'll try to understand, setting of GA is one session would end

[1:09:27] after 30 minutes of inactivity or if the user comes back from another

[1:09:39] channel or platform or campaign, whatever it is, okay? What do I mean by this? Okay? Have you guys ever experienced this? When you go and try to do any net banking, let's say you go to HDFC Bank, you are trying

[1:09:54] to logged into your net banking and even like for few minutes, if you you keep that tab open and you go to another tab and you come back to that HDFC net banking site in let's say in even in next two or three minutes,

[1:10:09] it will show you an error which says the session has expired or the session has ended and log in again. Have you guys ever experienced this?

[1:10:21] as well, okay? So, in Google Analytics, when you set up the Google Analytics code, it will calculate the session. Now, what will make one session end, okay? So, the default GA setting says after 30 minutes of inactivity, one

[1:10:34] session would end. But, do you have to keep that See, you can change the setting and ideally you should. You how why would you give 30 minutes of time period for anyone to come back? Don't you think it's a very long time period?

[1:10:46] Right? Like even if it's a not a banking site, still you are giving 30 minutes of time period that even if the user stays 30 minute inactive, their first session will still on will still continue is what the default

[1:10:58] go and change the default setting and You might have experienced this this as well that there are times when you keep one one website open for a very long period. And once you go there, it

[1:11:11] refresh it it it it would refresh on its own. Have you ever experienced this? So, for a very long period and you come back on that site, it will refresh once. Have you ever experienced this, guys? That also indicate that the first

[1:11:26] session will start. Okay? Let me show you an example of this. Okay? So, let's take an example. I'll open Myntra's website right now. Okay? Myntra website has a Google Analytics

[1:11:38] changed the default setting. Ideally, every brand will change the default period. 30 minutes is a very big time period. Okay? But imagine, let's say if what is the scenario? Okay? Right now, if I just went on the site, right? It

[1:11:53] if I just went on the site, right? It was 9:50 or imagine I'm doing some time pass on other tabs that I've opened over here. I'm I'm on my GA account. Okay? here. I'm I'm on my GA account. Okay? Now, if I go back to Myntra's website by

[1:12:10] >> my first session will still continue. Why? Because I came back to the site 30 minutes before. But if I came back to the site uh after 9:00 after 10:20, let's say I came back to

[1:12:24] to the site uh at 10:25 after 35 minutes, what will happen? My first session would end and my second session would start. So, when I say 30 minutes minutes of inactivity, my first session will keep on continue. Like that user's

[1:12:38] first session will keep on continuing. If they come back after 30 minutes, their first session would end and the second session would start. So, that's one way the session gets counted. Other way is Now, right now I

[1:12:53] came through like direct. Okay, I just searched for my Myntra.com. Let's say I You know, I again searched for Myntra, but now this time I'll come through ads. Let's say I come through this ad. That means my first session will get Here my

[1:13:06] second session would start because now this time I've came from another source all together. Did you understood how does the session gets counted? And you can change this default setting and you should change

[1:13:19] it. Imagine 30 minutes of time period is a very big time period you're giving for inactivity. Ideally, it should be max 2 to 3 minutes even for a normal website or let's say max 5 minutes, not more than that.

[1:13:34] traffic acquisition report. Now let me just show you other one. Uh in cohort, the demo account doesn't show any data I've usually seen. Okay. So great. Now it's reflecting. Last time when I checked, I couldn't see it. So

[1:13:48] basically, uh you know, on an average it will tell you So there's an extra thing if you would see, okay? Average 120-day value is an extra metric that they're trying to give you, okay? So this is more specifically towards the ad side,

[1:14:03] okay? So here what Google Analytics does is it calculates uh the sum of all the purchase, subscription, and some ad revenue for the first 128 day. And it will tell you what is the lifetime value, okay, of each user from each of

[1:14:17] the channel. So this is basically gives you the LTV data. Lifetime value of the user, okay? Uh Would I say is it precise? No, because I don't know how might have tracked it in a very different way, okay? We usually don't

[1:14:31] refer to the cohort reports, so you can ignore it. Now lead acquisition report because they are all into e-commerce. Hence you would see new lead, qualified lead, converted lead, all of them are

[1:14:44] Okay, this user key event uh is showing some numbers because it is considering all the event. Okay, if I remove all of the event, you won't see this number as well. This is applicable when you are working for any lead generation brand.

[1:14:57] for lead generation brand, new lead would be amount of lead you have calculated. Qualified lead is out of that how many were correct lead and converted lead is out of them how many have actually bought the product or the

[1:15:10] So now here we are seeing all zero number because this is a e-commerce website. So hence it is not applicable for them. Okay, and non-Google campaign is basically if if if this brand is running any campaign apart from Google

[1:15:25] performance. So now campaign is basically ads part. Okay, so if you're running any ads, okay, apart from Google Ads and you want to see that campaign's performance, then you can see it over here. But how this campaign performance

[1:15:39] get reflected over here is guys, there's something called as UTM parameter. I think I've told you in the paid campaign session as well. Whenever we run ads, so

[1:15:53] click on this ad, this this helps us track. So when you put this UTM parameter, this will track the data into GA. If you if you don't put this UTM parameters, you can't see your campaign performance in GA. Okay,

[1:16:09] so if you're running any paid campaign, guys, for that you have to add this UTM parameter. So So whatever you are able to see on your Meta Ads or Google Ads reflected on your Google Analytics as well. But to do that you have to create

[1:16:24] this UTM parameters. Okay, great. So yeah, I mean if you want to see your campaign's performance, you can come and check it over here. Okay, so that all you have under the acquisition report. Now engagement

[1:16:37] report. Okay, so in engagement report, guys, I won't show So all the sections. you through. Overview let's ignore again the overview of all the report. What you guys have to pay attention is on two section which is pages and screen and

[1:16:50] landing page, okay? So what I'll do, I'll make a note over here that for acquisition we refer to I've shown you all the section. For engagement, I will just show you the

[1:17:03] important one now like which is your Wait, sorry. engage ment which is your ment which is your pages and screen and

[1:17:17] pages and screen and landing page performance, okay? Can you see for each page it is showing you the performance. If I increase this

[1:17:29] pages performance. Again guys, same filter, date range, search bar, filters remains the same. It is that the data changes. Here you'll see performance of all your website. What do I mean by performance of all the

[1:17:43] website? How many views you're getting on the page. Now views is like like again you can call this as a traffic, okay? Obviously your views would be higher than your active user. User is unique people. Views is like that person

[1:17:55] might have came to your website multiple time. Hence you'll always see your views is higher than active user, okay? Okay, so that is what it is trying to say. Then again online active user per view, uh what is the time that they're

[1:18:08] spending on those pages on an average, okay? Again, what kind of event like this is all event. You can choose specific event, okay? How much again how if you could see for transaction, it is only showing on your checkout page

[1:18:21] transaction, right? Hence it is showing you that on the checkout page we have where you majorly do the transaction part, okay? Again, you want to see how much purchase add to cart if if I put a purchase filter again have will majorly

[1:18:35] Because that's where you do the checkout. Right? So, this is this will show you how your pages are performing. Now, what performance? If if the user is spending a very less time on that particular

[1:18:49] wrong. Right? Your homepage time spent is also very less at least second. Right? So, if you see some of your the stored or HTML page hardly has some time spent. So, you know that what pages

[1:19:03] you need to rectify. This report will help you understand that okay, what are the pages which are not performing and we should rectify them. Now, landing pages and screen and landing page? Landing page are specifically

[1:19:15] performance of those pages that you have used for your ads or for your promotion. marketing, for your referral, you give specific URLs, right? If you want to see check under the landing page section. So, your pages and screen will give you

[1:19:31] performance of all the pages, but landing page will only give you performance of those pages that you have used in your promotions for promotion of your paid campaign or influencer or affiliate.

[1:19:43] Make sense? Again, the metrics remains the same mostly if you would see. It's just that here you have session got count uh and then active user, new user. I think I've already discussed all of this

[1:19:55] Now, for monetization, guys, I won't cover the monetization entire part. I'll just show you one part of monetization and then I'll pause for the day, okay? uh if I rush through it. Now, monetization, as I mentioned before as

[1:20:09] well, this is uh for your e-commerce brand, okay? If you're not an e-commerce brand, this is not for you. Now, here the major Again, all the reports are very important, but the first one is your e-commerce purchase.

[1:20:21] Now, here if you would see, can you see item name? Item name is nothing but your product name. Okay? So, when you see item name, that means it's your product name, okay? And it will show you performance of all your

[1:20:33] product, okay? Now, this is not just uh products which are getting sold from performance of your all the products on the website. You want to know which channel? Then you can put a filter. Again, you can put a secondary dimension

[1:20:48] see, okay, this product is getting sold out from where? From Meta Ads, from Google Ads, from SEO. You can put that filter. But, as I said, this product understand all about inventory management. A very big uh

[1:21:02] business decision for e-commerce brand out there. Okay, now, for example, let's just see this, okay? I'll I'll take 2026 data. Let's just take a very recent data. Let's just take a very recent fresh data.

[1:21:19] what products have been performing well, okay? Can you clearly see it's a nano banana sweatshirt, okay? But now, no, this is not because it is not in proper filter it from highest to lowest revenue, okay? So, ideally, it is Google

[1:21:35] Osaka heavyweight tee, okay? Now, obviously, it is showing you how much revenue it has generated, but it also shows the entire flow. For example, this shows the entire flow. For example, this particular product was only viewed 347

[1:21:47] were checked out on much more time, right? Can you see this one was checked out for 1,000 and 1,910, 1,199. This nano banana sweatshirt was seen 2,137 time, right? Correct? But, if you would

[1:22:03] compare this and this, okay? This product was checked multiple time, but it has add to cart has suddenly dropped to 82. This product was checked very less time, but it has a very good add to cart. So, you can you have to see this

[1:22:15] analysis. You have to see the entire flow of that product purchase, right? Now, again, why this has a very high revenue? It can because there's a good chance it has a better EOV, average order value, as

[1:22:27] well. Right? So, you have to see it on those lines. Now, there is one problem, okay, in this demo account. Can you see this? Google Unisex Eco T-Black. Now, the tracking

[1:22:39] over here. Why? Because it doesn't have any view, it doesn't have any cart, and there's something wrong with the tracking for this particular page. Right? So, this also help you understand if you're tracking data properly or not.

[1:22:54] have been misplaced, there would have been some issue, and the brand needs to been some issue, and the brand needs to rectify it. performed well overall. Or let's say your client would ask you that when

[1:23:08] whenever they do a 2026 planning, they compare and see how what worked in 2025. Right? So, if your client would ask you, "Okay, let's just see how 2025 went for us." So, you can just put the data of this like of like this. See what what

[1:23:21] were your top performing product, which channel has driven Now, again, we could By the way, the priority should be given to revenue over item purchased. So, just filter it from highest to lowest to revenue.

[1:23:36] And what are your top five products? Right? Again, for this this Unisex Eco product. And if it's tracking is not good doing properly, you have to force your go and rectify it. Okay? Now, your client would want to

[1:23:49] performing product?" Because now they will have to do the inventory management, right? Let's say they would want to do an inventory management they where they would want to see, "Okay, in which city or

[1:24:01] you know, for which age or which gender?" If it's very specific to that, ready. So, what you can do, again, you can put city, age, gender, platform performance, and see that you know, which city has got them lot of purchase.

[1:24:14] So, you can for that city, you can keep this product inventory ready. Right? So, you can do to of inventory call over here. You'll understand okay from which platform or channel you should push this product more.

[1:24:26] Right? So, I would want to see okay from which channel this product got sold out. need unisex equity black was again majorly direct for them, but it could be a different inside for you guys.

[1:24:42] So, it is not just for your marketing that okay this report would let me know you know what product should I push next? What should I cross sell? What this report is all your inventory

[1:24:54] management. Okay? Which products we should keep in stock? Which Let's say product which didn't got sold out at all. Now, what would you do? You might have to give it for free as a freebie or you'll get give it at a very lower cost.

[1:25:07] Right? So, you have to also This is what I mean by inventory management decisions brand who rely on this report to take this kind of decisions.

[1:25:24] what I'm trying to say. A lot of business decisions comes from here. Okay? Then I pause. purchase journey and checkout journey report guys. Here it will show you the

[1:25:36] overall journey of your website, but it is breakdown in very different view. Can you see this? There's a table. So, this journey you are seeing for device. You can see such kind of journey for other filters like city, language, browser.

[1:25:49] Right? Now, for example the default one was device. Okay? Can you see over here? >> what this is trying to indicate? Okay? Like how many people came to the website? Okay? Then out of them you can just do a comparison if you would want

[1:26:03] to over here. How? Let me add a comparison.

[1:26:17] and web. And you can see much you're getting from mobile, how much you're getting from web. And

[1:26:30] guys, okay? Now, what it is trying to tell you is that can you see mobile has got a lot of session start? Like there are many people who are coming from mobile compared to desktop. But when it

[1:26:42] comes to checking out some product, though there was a sudden drop in mobile, but in desktop it was very better. So, for session start this mobile is good, but when it's when it comes to spending some

[1:26:54] time doing add to cart, checkout, or purchase, desktop has performed better than mobile. Right? So, session at for for start mobile was doing all good. Later on it was a U-turn and desktop has performed

[1:27:06] well in in the last last year. So, it's a very good insight that you have to keep spending more on desktop because this desktop is giving you the out there. Right? Similarly, you can see for city,

[1:27:20] language, and other filters. You you have to see the entire journey. what is the difference between purchase journey and checkout journey? Like in

[1:27:32] this report after like add to cart, okay? Let me just uh turn off the toggle. I don't want to see the comparison.

[1:27:49] only what uh Yeah. Session start, view product. It's you went to add to cart, then you did checkout and purchase. But you know, purchase as well. That is not covered here. So, to see that where did the drop

[1:28:03] as well there are multiple steps the user would do. So, that is something you the checkout journey report, it will show you more in-depth steps from there are two more steps that you do. You add You add your address, if you

[1:28:18] know, and then you give add your payment method, right? And then you purchase. drop happen? So, can you see there's a very big drop between shipping and purchase there's a very big drop. So, it was all good between bin checkout and

[1:28:31] add shipping. After that, the user has dropped out. And obviously, that that's the time where major major people think to go back and think again. to go back and think again. Right?

[1:28:43] in purchase journey report, the lead the starting lead was from mobile. Mobile was leading. But, since you came from add to cart, the lead was taken by giving to your client that okay, we should give equal importance to desktop

[1:28:55] as well. For this brand especially. So, I think we stopped at um purchase journey and checkout journey. I think I've already discussed the difference between both. Uh purchase journey shows like the overall overview,

[1:29:10] part that happens between the checkout and the purchase, which is shipping and payment. Again, you can see this flow for uh multiple things like browser, gender, age, language, city, region, country.

[1:29:23] You can compare as well as I've told you it has a compare toggle over here. Now, um in the [snorts] promotion tabs, okay? If if the brand has done some specific promotion, okay? You can see You can

[1:29:36] kind of track uh how did that promotion worked for you. So, there's a separate section given for that. And lastly, like in transaction as well, we don't ideally promotion and the transaction uh section because anyways, the promotion is part

[1:29:51] of a campaign. So, we get get that in the acquisition report, okay? Again, transaction is more with respect to uh the IDs, okay? People who have purchased and we we can track some of the IDs. So, you can see performance for

[1:30:04] not that important section within the monetization one. The important one is journey, and checkout journey. Okay? Then you have this retention report. Then you have this retention report. Now, as I mentioned, retention is like

[1:30:21] spent on your site or app. And like how many of them are returning each day? And what is their LTV? What is their lifetime transaction value? Okay? able to retain the client. Okay, this is what we mean. Now, in this retention

[1:30:37] report, guys, ideally, one thing like see, now the tracking I can't I can't comment that the tracking is proper because I haven't set up this demo account. But um one thing that your client would be very

[1:30:50] 120-day value. Basically, what is the LTV? Lifetime transaction value of that consumer. Okay? So, they want to know that okay, once a consumer came on board, uh how many of them were new? How many of them were

[1:31:04] returning users? So, like out of like 30 37K new users, there are like around 8.9K uh returning user as well. Returning user, as I mentioned, the one who have uh previously [snorts] visited your site. And the second thing the

[1:31:18] client would be very much interested is to know their average 120-day value. 120-day value as in like in the last 120 day since the customer came on board, how much What is their What is their lifetime

[1:31:31] transactional value? Okay? So, again, that that something that they get tracked, but from brand to brand, it differs. Okay? >> Uh the last report is the user report. Now, user report,

[1:31:44] uh as I mentioned yesterday as well, user report is all about demographic and tech. Okay? So, your client has any question with respect to what demo Any question related to demographic or geography, you have to refer to this

[1:31:57] section of demographic details. Okay? Again, [snorts] if If go over here, you will can get the data from country, region, city, language, age, gender, interest. Okay? When I say interest, basically the audience have what kind of

[1:32:11] you know Um like if you're doing any meta running Google Ads, then there also you need to input some targeting, interest here. So, you here you understand that, okay, what kind of interest your

[1:32:26] converting? So, you you can know what are your top top-performing audience that, you have gender, age, language, and all. And then this audience section is something that you have to customize for your brand.

[1:32:41] kind of interactions that they have done. So, I've told you in yesterday as well that this audience like all user, non-purchaser, recently active user, engaged user, user in San Francisco, this is all customized. Okay? You can

[1:32:55] customize this audiences based on their interaction and you can track how are they performing. So, this is not the default one. The default one are under the demographic detail. This are customized from brand to brand. Okay?

[1:33:08] merchandise store want to track what how what how the users of San Francisco are performing, 7-day what journey users, 28-day top spenders. So, they have customized this. This is not something that analytics

[1:33:22] will create for you. Okay? And the last one is a tech report where as any one is a tech report where as any question related to tech, okay? Like um Starting with browser if you could see. So, you can see what which is a browser

[1:33:36] which is performing well for your brand. Okay? Ideally, it is usually Chrome, the OG. Okay? There's no other apart from Chrome. You can see device category like, you know, which device is performing well. You can

[1:33:48] okay, what kind of people are purchasing from my website? Like what kind of phone they use? So, [snorts] if you could see, okay, by the way, just one thing. Wherever you see this not set on your analytic, that means

[1:34:02] said this yesterday as well. This people might be using VPN or incognito and it's difficult to track the data. So So, that is something that goes into not set. But some tracking problem from your end as well. I'm not saying it's always the

[1:34:16] user, but it could also be that you haven't set your tracking properly and because of which you're not able to capture the data. see like you know, there are different phone models, right? Like people are

[1:34:30] using what kind of phone. You can like if I just scroll to other side, you can see how much revenue you're able to generate from those particular devices. So, if I see like for last year,

[1:34:42] for last year, >> [snorts] >> January to December, which was the phone? I think it's iPhone only, but

[1:34:57] then Pixel 9, Pixel 7, Pixel 9 Pro XL. So, you can just understand what devices are performing well. So, you can just target specifically those desi- device. You want to have some platform idea. If If you're doing some promotion on some

[1:35:11] only set up for web, it will just show You can see for what operating system your website is performing well. Again, so these details are also there is what I'm trying to say. And this is how you

[1:35:24] summarize the entire report section under Google Analytics. Okay, so just to the real time data of last five and last 30 minutes. We usually don't see this very frequently. Only on special occasion, we try to check this report.

[1:35:39] Acquisition report will answer if you have any question with respect to performance. Engagement will help you answer if you have any question with Monetization will help you answer if you have any question with respect to the

[1:35:53] user journey or the product performance. Retention will help you answer how much coming back to your site, how much you're able to retain. In user, there give you all demographic and geographic level data and then in tech you get all

[1:36:10] tech related data. Okay. Now, the next part guys is the the something called as key metrics. I think we have already discussed key metrics in our paid campaign session as well, but because it's also part of your

[1:36:26] analytics session, we'll take a how should I say a quick walk through. Okay. Uh of because again you will be able to brush up your skills again with respect to metrics. This is more of like a refresher. We

[1:36:40] have discussed all of this. If you refer to my paid campaign session, you'll find all of this there, but let's just go through it once again because this is again helpful for analytics. So,

[1:36:53] Yeah, what are different kind of KPIs guys? There are four types that we divided into. You have quantitative, qualitative, lagging and leading. Okay. Again, quantitative will give you data in number. Qualitative will

[1:37:07] data in number. Qualitative will represent um the textual forms of data. comparing the current metric with the past one and then leading indicator is it will help you do the forecasting the future trends. Okay. So, ideally your

[1:37:20] metrics are divided into this four types. Okay. Again, you don't have to mug up all of this. So guys, chill on on this part. No one No one on your quantitative, qualitative, lagging, leading. These are just some

[1:37:32] terminologies that you might hear and you can refresh again with it. Like digital marketing is not about mugging up things. Okay. So, just understand the up things. Okay. So, just understand the concept. That's enough. Okay. Now, um

[1:37:45] with respect to you, you know, all this uh uh sorry. [clears throat] With respect to all of this KPIs, um we further divide into multiple indicators, okay? So, you have input

[1:37:57] indicators, output indicators, process indicators, and directional indicators. And there are others as well, which is practical, actionable, and financial, okay? Now, again, what each one of those would mean, your input indicator is uh

[1:38:09] you are trying to just analyze whatever available numbers that you have uh available available resources that you have, okay? Your output indicator is which will indicate the final result of your entire process,

[1:38:22] right? Your process indicator is your time to uh show some effectiveness within the process. Your directional indicator is more with respect to um the performance of your like overall organization in general. And then, you

[1:38:35] indicator, actionable indicators, and financial indicators, okay? Practical challenging the existing process. Actionable is more with respect to uh how you can again check the future actions or the ability of overall of

[1:38:51] your organization. And lastly, your financial indicators are like how sustainable your company can be or your brand can be, okay? there are different kinds of KPIs, and we have I think I've discussed all of

[1:39:04] um kind of this we have went through this in the past as well, okay? So, return on asset is more of like return on ad spend. You remember we discussed revenue divided by ad spend, right? And

[1:39:18] now, and return on asset can also be revenue divided by the amount of money revenue divided by the amount of money you've put on your brand overall, right? already mentioned this in the past. Lead conversion is like how much leads you

[1:39:31] how much you were able to convert, right? Customer retention rate, basically, once a customer buy from you, for how much time you're able to retain them, okay? Employee turnover rate is more with respect to how much business

[1:39:44] you're getting from your employee, okay? Um now you have customer lifetime value. I've already spoke. Once let's say if if I'm a Myntra's customer, Myntra would track how much revenue I'm trying to bring on

[1:39:57] day I've bought product from Myntra till acquisition. Now, these are two different thing. Cost per lead is how much you have paid to get details of the consumer. That is cost per lead. Like

[1:40:11] number, and email ID. So, how much a brand has paid to get this detail of mine? Cost per acquisition is how much a brand has one is cost per lead is like just getting the detail of the consumer. Cost

[1:40:25] I've been converted. Now, for the conversion, how much they have paid? Right? So, I think we have discussed this in the past as well. Uh now again when we talk about your metrics,

[1:40:39] some of your quantitative metrics can be measured to understand how effective your business would function, okay? And again, these are some things that the brand usually check how much views you have got, what

[1:40:51] is the engagement, lead, sales, how much business you could get, what are you able to achieve the goals or not. Some There are some vanity metrics as well. development, what how your project has been working, how your product

[1:41:03] performance has been doing. So, now then what is the difference between like KPIs get very confused that what is KPI and get very confused that what is KPI and what is metrics, okay? Uh KPIs are with

[1:41:15] respect to some specific timeline, okay? So, these are metrics, okay? So, all metrics are KPIs at the end of the day is what I would say. So, when we say indicator. Okay? Like we just key performance

[1:41:29] indicator means that you're just taking few important metrics, okay? So, there are multiple metrics out there in the market, okay? When I say KPI, KPI is only those metrics which shows exact impact on your business, okay? So, this

[1:41:44] are metrics only but with which are with with a very specific timeline, okay? They are very action-oriented. Right? For example, metrics is impression, uh reach, cost per click, click, cost

[1:41:56] per lead. But what is a KPI? My KPI is cost per lead because that is showing an action for my business. Right? So, the the full form of KPI is a key performance indicator. So, your key Again, this KPI thing varies from brand

[1:42:09] Now, with KPI, you can kind of prog- uh you know, track the progress towards your key business goal. As I mentioned, it decision-making. It is kind of relevant across all your departments and it has a

[1:42:24] very high-level of perspective. When I take off talk about metrics, again, uh they are kind of unit of measurement, how we are measuring. Session is a metric. Uh revenue was also a metric, okay? But

[1:42:37] So, okay. Uh how should I say? is more of like uh different things that you're trying to From those metrics, there are some KPIs as well, okay? Now, again, metrics will

[1:42:51] help you to drive some measurement. Uh it it shows the performance of uh you okay? So, when I say overall process, it starts from your reach to impression till the end of revenue as well, okay? Again, it will give you a context with

[1:43:05] of relevant to some specific department to department as well, and it has a people get confused. When you show all the metrics, imagine I'm creating a metrics, you get confused that, okay, what should one check? But KPIs, as I

[1:43:20] said, is very business-oriented, very specific, right? So, that's how you can divide between KPIs and metrics. again, like for example, over here, if if you're talking about sales growth,

[1:43:34] okay? What one would check when it comes to KPI versus metrics, okay? So, your KPI is more with respect to if you would see, we would see that you know, how much

[1:43:48] revenue we were able to generate, right? How much we were able to grow our business, but in metric, you will see the ratio, you will see the bifurcation out there, right? So, metric will try to divide your data in in in a in a very

[1:44:01] product till till the end of the conversion, but KPI is like pretty straightforward is what I'm trying to say over here, okay? Now, see, when it comes to measuring your

[1:44:14] KPIs, there are some procedure that one would take, okay? And now, this is very business-to-business oriented, okay? Starting with you should know for your brand, what do

[1:44:27] define your success, okay? I said for e-commerce brand, success could be the return on ad spend. For some of them, it can be profit of ad spend. For some of them, it could be lead. Some of them, it could be quality lead. You have to

[1:44:40] define like this is brand-to-brand, okay? They have to define what is their success, okay? How do they define their success, okay? Then you have to use an accessible and transparent system. When I say system, it's like platform.

[1:44:52] Platform where you can see this number, okay? Then you have to share the updates with your team and see stakeholders, okay? You have to report your KPIs to your teams as well. And then you have to try to improve the performance based on

[1:45:06] the results of the KPI. So, this is how we measure the KPI. First, we have to define okay, what what what metric or what is a KPI for our business success, okay? How would we measure it? Then you have to also discuss this with

[1:45:19] your share share stakeholders and your team member, okay? Then once you get this clarity, you can start reporting that KPI like seeing seeing that numbers and then ideally obviously not if I just see my ROAS is 2x I don't have to sit

[1:45:34] it is the performance is improving. I have to increase the ROAS as well. There are some techniques that the brand again use to measure the business metric. They prioritize their objective. They rewrite their objective because see

[1:45:49] what you planned on first day won't remain the same in in the in next few months or next next few years. People do a lot of pivoting, okay? So when at first whatever objective you're writing probably there'll be a lot of pivots

[1:46:01] respect to business this is also with respect to marketing. The first day I started my campaign it won't remain the remain the same till last last year. then what are you testing with, okay? So you have to do a lot of pivots based on

[1:46:15] right? So you have to rewrite your objective. You have to start set a benchmark as well for your business metric. You should know okay for my Otherwise how would you achieve anything, right? So now how do you put a

[1:46:29] benchmark? You have to see the industry standard, okay? You can't say that okay if a clothing brand is getting a profitability of 20% my electronic brand should also get a profitability of 20% no.

[1:46:43] Not possible. Industry to industry the benchmark varies. So you have to do the compare clothing business to a tech business. Right? You can't compare B2B to B2C. So you have to find what is your benchmark

[1:46:55] what is your benchmark business metric, okay? Again use some action for your learning indicators and then keep measuring your plan. That's how business try to measure their metrics. Now guys there are many tools as I said

[1:47:10] where you can track all the KPIs. The one that we have already checked is Google Analytics, okay? There are brands who use this tool called as Salesforce market. It will help you to create a dashboard of each employee as well as

[1:47:23] the entire company, okay? So, it's very popular solution for KPI tracking. It dashboard for every each each of your employees and the business in whole as have heard about this tool called a Salesforce. Then, uh there are other

[1:47:39] tools as well like there's something called a Scoro. Um again, uh it will called a Scoro. Um again, uh it will help you see overall um you know aspects of the business on on like one single dashboard. See, guys, Google Analytics

[1:47:51] is mandatory, I would say. This is like how should I say? Uh You There's no option for it. You can't say that, "Okay, instead of Google Analytics, I'll do something else." This is like your OG, okay? The remaining

[1:48:04] one, you can choose any one or two out of this. You don't See, as a business, market because trust me, it's very confusing. Okay? What you can do as a business is

[1:48:16] tool and then stick to those tool which Okay? For example, when AI got introduced, I used all the AI tools. I've used ChatGPT, Perplexity, Cloud, uh Gemini, Notebook LLM. You tell me uh and

[1:48:31] I'll name it. When I was using all of this, I understood um which one is helping me with what kind of answers, okay? And then I just stick to one or two tool. Because see, it looks very fancy that

[1:48:44] I'm using this tool, that tool, but it takes a lot of time. It drains a lot of energy as well. Start attempting by yourself. Uh if you tell me that, "Okay, ma'am, I'm I'm using all the AI tools in the market, ChatGPT, Cloud, whatever you

[1:48:57] could think of." It will drain your energy. It will make work more confusing. So, at start, you can check out all the tools, but later on, you have to stick to one or two. You can't sit on just start testing out on all the

[1:49:10] tools. It It will drain your time. It will drain your energy. Okay? So, it is uh this I mean you know more the merrier doesn't work. Okay? You first check out all the things that are there in the

[1:49:24] market and choose the pick pick the right one for your brand. That's it. would work, no. I'm not saying you shouldn't test out. two. Don't keep on working on all the tools till till your lifetime. It

[1:49:38] doesn't make any difference. At the end of the day every tool is the same. The just that the kind of I mean for AI tools some might answer in different way. But if you can use one tool, you can use other similar kind of tools

[1:49:51] them have kind of replicated in many ways. Okay? So if you can use is what I'm trying to say. Then there's one more tool called as Data Pine. Again, in businesses many brands use this. It is again a very

[1:50:06] tool. It has a very great interactive dashboard. Again, you can find out new the trends as well. Again, this are all you are using Google Analytics and if you're using one or two business tool

[1:50:19] Data Pine or you don't have to use Innit Soft. Like you can't have to use all of I'm just showing you what are the options which are there in the market. You as a business have to go and find out the right one for yourself.

[1:50:32] Innit Soft as well. Again, you can you can list down the same. You'll get the PPT and you can try to check out by yourself and you can figure out which one works. The OG is your Analytics and Salesforce.

[1:50:45] This are some options which are there in the market, but for me I've I've always worked well. Okay? Worked well as in those are OGs and I've would say. So there's Innit Soft. Again,

[1:50:58] create all those visualization dashboard and all. Tableau is very great. Okay? Tableau is something Try learning this. Okay? So what what in Tableau what what we can do is we can also connect our analytics

[1:51:12] to Tableau, okay? So, you can connect your analytics to your Tableau and it analytics and other web apps. So, if you're using any other web app, you can Tableau is just a great platform one can try out. Okay, uh simple KPI again same

[1:51:29] like in it's of create some dashboards and all. There's something called a some visual status of project summary report, goals, deadline. Again, you can can use your Google Data Studio as well, okay? This is all with respect to how

[1:51:44] customization, visualization. There's something called a target dashboard. are many in the market. There's something called as i dashboard this um

[1:51:57] you know app called as Handy KPI, okay? Now, this is like a mobile app and it will control your business KPIs and it will you know it will it will majorly focus on some mobile data visualization. So,

[1:52:10] The only difference between this is you can access it like it is very mobile-friendly kind of an app that they've created, okay? Because what happens whenever we want to see numbers personally me as well, I'm I find it

[1:52:22] very difficult to check it on my phone. Like if you'll ask me that, "Ma'am, can and tell me the number?" Trust me, I can't do that. I am not used to only I mean whatever dashboards I use, I'm used to using it on my laptop or big screen.

[1:52:37] I don't know how to navigate on phone. I don't know how to see it on phone. If around and you still want to see numbers like this, use Handy KPI. It is very Your analytic platform and all are not mobile-friendly. Trust me, the way the

[1:52:51] and try opening your Google Analytics on phone, it is very I don't know it's very annoying as well for me. Like I can't function. I can't I can't I can't even spend like few minutes if I if I'm opening that link on my mobile,

[1:53:04] okay? And then there's something called as ClipFolio. So again, uh it is a cloud-based app. Here you can show share some real-time business dashboards. Again, web browser, monitor,

[1:53:16] mobile device can be can be used for all. But as I mentioned clearly, even if you use like one or two, in all of this the most important was your analytics, Salesforce, and Tableau. Okay? And then handy KPI, in case if you're someone

[1:53:30] who's very busy person, can't open your laptop, and on the go you want to see some numbers. Okay? There are some tools for metric tracking as well. So again, similar to Google Analytics,

[1:53:42] there's this tool called as StatCounter. But it it will show you numbers in a very simpler format. Okay? But again guys, the OG is OG I would say. I've I've checked all of these tools. Um I personally prefer analytics. This is a

[1:53:57] very good tool that I like. There's something called as Crazy Egg. Okay? this there are many in the market. So there's something called as Microsoft Clarity. Okay? So you can check Microsoft Clarity as well. There's

[1:54:11] something called as Mixpanel as well. Okay? Now what this tool does is them. And heat map it will record your website activity. So it will tell you like it is it will kind of capture

[1:54:25] you see these yellow dots, blue dots, and all? This will show you like where where your user is spending a lot of time on your page. What is the section the section that they're ignoring? So

[1:54:38] trying to show you where they're spending time on your page. Like what what interaction they're doing. Did they like if you see a lot of interaction on the banner, it will show you in properly in blue and yellow. Right? So I

[1:54:50] personally like such kind of tool because you understand what exactly is happening on your site. Now you can use this tool you call as also in the market called as Microsoft Clarity and Mixpanel, okay? Uh I was

[1:55:04] Clarity and Mixpanel, okay? Uh I was just trying to because uh

[1:55:17] business page but one second. um log in to my back end of my website. Probably in the next lecture, I'll show

[1:55:30] you this Clarity part. Again, this is like your Crazy Egg only. happens? The way you have Crazy Egg, the similar way you have Microsoft Clarity. I prefer Microsoft Clarity. So, what you have to

[1:55:43] detail and they give you a code to place on your website, okay? So, they will give you a code. Like now my website is a WordPress website, okay? So, they have Okay, let's just do it right now. I'll do this in front of you

[1:55:58] guys. Give me 2 minutes. I'll log in to my WordPress account. So, it's it's created on WordPress, by the way. And what I'll do, I'll try to do this in front of you guys only.

[1:56:12] that I'm using another tool for this, but the same use case, okay? So, here they will give me a code. And I have to set this up. So, okay, by

[1:56:25] depends on what you have created your website, okay? But you have to install the code, okay? So, it completely depends on um platform to platform. People use different platforms, okay? So, for my website because it's created

[1:56:38] on WordPress, I'll I have I've logged in here. They also tell you the step what install one plugin called as uh Microsoft Clarity. What is a plugin, guys? On WordPress, plugins functions like an app. It's like Imagine WordPress

[1:56:53] app. Like you if you want to use different things, you have to install plugins for that, okay? So, you can call plugin as an app, okay? So, here I have an option to install this plugin. I'll go over here. I'll search for the plugin

[1:57:08] that I want. So, I want Microsoft Clarity. My website is pretty new. So, we might not see a lot of

[1:57:24] issue. If it doesn't show up right now, then we can try out later as well. Think not sure why, but it is not popping up.

[1:57:38] Okay, let me try again. Let me try doing add plugin.

[1:58:00] Yep, so here we are. We'll install this plugin.

[1:58:12] activate. Okay, so you can refer to this.

[1:58:31] I would say I want to do this for my own website, so I just selected my website name, okay? And then I can say And then I can say get started.

[1:58:44] to see, but

[1:58:57] not showing any number ideally because it's a pretty new website like we have hardly created like few days back for this, okay? So, right now it won't show me all the data, but in future, okay, it will show your data like this. It will

[1:59:11] you know, it like the code automatically gets installed. You don't have to put URL and the code automatically gets put put it on your website. So, if you see, we don't have to give any code as such, okay? I have already given my website

[1:59:24] performance. Now, the problem is because the tool is only set up today, what we and see if we see any performance over here, okay? And also second thing that because my website is pretty new

[1:59:37] uh and it has less traction, uh hence it will take some time to collect the data will take some time to collect the data as well, okay? But probably in the Right now, I can try go and do something.

[1:59:50] We have discussed heat map. Heat map will come back and we'll see uh later again. Let me I mean um you know, once we see some data for my page, we'll I mean because it's just set up today, uh we won't see enough data. And obviously,

[2:00:03] this website should get a good amount of traffic as well because it's a B2B uh business, um you know, the traffic is not that huge. But yeah, we can see later on. Just remind me next week to go through this once, okay?

[2:00:15] and yeah, I think that now it's just showing one user anyways, okay? We will uh keep this the way it is. Now, let's uh go to the next part, which

[2:00:29] is yeah, we stopped at Crazy Egg. Now, Twitter Analytics, okay? So, Twitter Analytics is more of like if you have a Twitter account and if you're running any ads in general or if you're a brand

[2:00:41] who's posting there, uh it also has an analytical tool where it will tell you, you know, the kind of followers you have, uh how they're responding, what like your Instagram analytics only, okay?

[2:00:53] called as Facebook page inside where you see how your page is performing. Um like a basic idea on the kind of likes you have got, how many people your post was able to reach out to, what is your

[2:01:07] engagement. So again, it's a free These are all how should I say, free platforms platform itself. Right? You don't have to pay for this is what I'm saying, web trend. Um

[2:01:20] Um So web trend will help you understand performs well overall with respect to your digital marketing channels, okay? would I say it's a great tool? No. I mean, your analytics anyways give you

[2:01:33] this answer, okay? So why you want to take more load of using 10 other tools Uh Google Alert is a good tool. I think we all know about Google Alert, right? So So what Google Alert will tell you is

[2:01:47] It's It's more about, you know, it will help you focus on evaluating your marketing campaigns results and it will It will also set the frequency of some automated alerts, okay? Where your brand has been mentioned,

[2:01:59] any any interaction with for your brand in general. So you you can set up Google a Google Alert as well. Um Google Alert one should one well. Um Google Alert one should one should put it out. So

[2:02:15] Like you can You can You can either link your website, okay? You can monitor in general as well. So let's say I want to create a alert. Sorry.

[2:02:35] I'll just choose one of my ID. Deleted because there are many. So I'll have to use another website of my own. But I can say I want an alert for this brand name of mine.

[2:03:01] time to load, but it's a it's a very easy setup is what I would say. YouTube channel, you can analyze your channel performance in the YouTube Analytics section. Again, give you idea about your views, your channel

[2:03:13] performance, AdSense revenue as well if you are channel. Hotjar again, it's about the same thing I mentioned. It's like your Microsoft Clarity. It is like your Mixpanel where

[2:03:27] landing page and blog. Again, it will record sessions on the website. It will help you understand where exactly time has been spent on your site. So, Hotjar is like your Microsoft Clarity. It is like

[2:03:40] your Crazy Egg tool only, okay? Nothing new. Hootsuite, it's a good tool for competitor analysis, okay? I like Hootsuite when it comes to competitor analysis as well. And it is also a good

[2:03:52] tool to understand how well you can do your social media marketing, okay? So, here you can track your overall social media performance. By the way, this is a all these tools most of the tools are paid, okay? The free version just give

[2:04:05] you an overview, okay? So, at the end of the day you have to pay a premium price if you want to use the best feature of the tool. Hence, it's recommended you just pick one or two tool and buy a premium for it and use it. Instead of

[2:04:17] doing all the free stuff on all the 10 free tools, even the free tool will 30 days, it will ask you to buy a premium or it will ask you to try it with another ID. So, instead of going into all of this hassle, as I I always

[2:04:30] say, pick up just like few tools and get started, okay? So, Hootsuite is overall performance of across the channels. Okay, so let's say your brand is on Twitter, on YouTube, on uh LinkedIn, on Facebook, on Instagram.

[2:04:44] Now, if obviously all of this platform has their own analytic section. But again, it gets very chaotic if you have to go and check each of the platforms. So, you can get numbers of all of this platform in one

[2:04:56] want to monitor overall your brand social media thing, uh instead of going to each of the social media platform, just you can buy a subscription of one platform. Okay? And there's something called as

[2:05:09] Kissmetrics as well. Uh again, it is more with respect to measuring the as I said, you already have Google Analytics for this. So, one shouldn't buy a premium platform. Uh you one shouldn't pay for a uh a platform or a

[2:05:24] tool like this. Okay? Um So, I think we can now go back and see. It's not loading. Okay, well, I'll check this later again.

[2:05:38] So, so far guys, this were the amount of tools which are there in the market. Not necessary you have to use all of them. For each, as I said, the OG is GA, which will give you most of the answer. Okay? Then for social media, you can

[2:05:52] choose Hootsuite. I recommend that. Or there are other platforms like Hootsuite as well, like you have HubSpot and all. You can choose any of one. Um you should business called as Salesforce or something on those line. And one you

[2:06:05] should have for your heat map to see um you know, how your website has been performing. So, you can either use Microsoft Clarity or you can use Hotjar or Crazy Egg. It's up to you. And then lastly, if you want some handy app like

[2:06:19] we check all the tool? I would say no. Okay? Most of the brands you'll be working with, they would have checked all the tools and then they stick to one or two. Like I've been working for the last 7 years,

[2:06:32] I haven't worked I mean like we usually stick to one or two tool and that tool is by default selected by your client or or by your manager. In recommendation, you can pitch but you know, no one want to take that hassle

[2:06:46] because you have so many things on your plate. No one has a time to explore so Right? So I my preference has always been to use OG one which are there in the market for a very long time who has really good

[2:06:58] reputation and I've already disclosed the name of those, okay? Now in analytics we have discussed the report section entirely. Let's go to the next part that you should know which is the advertising section, okay? And I

[2:07:10] told you not to close your demo account, okay? So now in the advertising section uh I'll just talk about some important section that one should know, okay? The most important one over here out of

[2:07:25] all is something called as key event attribution path, okay? If you hover to that can can you guys on your screen as well go to the advertising section and go to key event attribution path quickly.

[2:07:41] So we all can see it together. And I'll show you what exactly is that. Now this is a very interesting report and trust me I rely on this a lot, okay? And this helps me a lot to convince my client on various factors.

[2:07:55] So what exactly is this report is trying to show you key event attribution path. First thing attribution path means see a user doesn't convert through one At least in today's world where you have so many option you

[2:08:10] you know, you have to ideally track how did the user got converted? When I first time from which channel they came to the site. Then second time from which channel did they came to your site and ideally from which channel did they got

[2:08:24] attribution path. Attribution path would mean that, you know, what is a user journey? Like for example, I got to know about the brand by while I was Googling around, then I also saw their social media ads, so I clicked from there, then

[2:08:38] lastly I got converted from some of the YouTube ad. So, this is my entire path, okay? And this is what this report would tell you that what is the user's path Okay? So, before I discuss this top most part,

[2:08:54] let's just see this table, okay? I'll increase the row per page for this, and let's check this for last last year, okay? So, I'll choose a date range of okay? So, I'll choose a date range of Jan

[2:09:29] entire, and I'll I'll just show you how to read this report, okay?

[2:09:55] pretty confusing when you see it for the very first time, but what this channel is, guys, what is the user's path, okay? So, this brand last year had generated around this this this is a revenue count, okay?

[2:10:09] So, how did they generate this revenue, okay? What was the user journey majorly, okay? Now, if you could see the first one shows direct as 100%, so that means this much amount of revenue just came

[2:10:23] Okay? Like people directly search for the got converted is what the data is trying to say. This amount of revenue directly came from organic search. Like they for the

[2:10:37] first time only in one go they took the action and they bought the product. action and they bought the product. Okay? Similarly, through paid search ad, generated. Like the user searched for something, they saw an ad and on on the

[2:10:50] converted. Okay? Now, till here you could see only direct one, organic search. Can you see here it is showing one, one, one? That means like the person just searched directly and they they got converted. They

[2:11:03] searched through organic, they got converted in the first time itself. Now, two. So, what does this into two means? The through organic search, they didn't got converted. The second time when they

[2:11:16] went they got converted. Okay? So, hence you'll see two over here. Two touchpoint means they went through the same channel once, they got converted. Right? Similarly, you'll see organic search three. That means

[2:11:29] organic search they got converted. Now, see this. Okay? This one. Sorry. I'll just scroll down a little bit. If you see the 12th one, uh this is completely different. It says

[2:11:41] paid search and then organic search. What is it is trying to say? The user two journey. First they came to the website through paid search, so they ad and they clicked on it and they went to the site, but they didn't got

[2:11:53] converted. Later on, through SEO they got converted. Right? I hope you're able to understand what exactly it is trying to show. So, this is showing you the path. Okay? So, they have divided how much revenue have

[2:12:06] got and from which path you have given you have got the highest revenue. Okay? Like you would see some longer path as well. Like if you see this 36th line, didn't got converted, then they come came from organic search, they didn't

[2:12:19] got converted, and finally they again got converted through paid search only. right? You visit a website from different channel, and there would be one channel from which you'll convert. Okay? Now, how do we use this report?

[2:12:33] Okay, what is the point of seeing this report? First thing, you know, there are many times uh when your paid campaign doesn't work. you're running some social media ads, you might be running some text ads, you

[2:12:46] might be running 10 different ads, and you are seeing that it's not getting client would come back to you saying that, "Guys, we are spending so much conversion?" That time, this report really helps to

[2:13:01] save to get to buy out some time from your client and convince them to keep on running paid ads, okay? I'll tell you how. I'll tell you how. So, now, if you could see,

[2:13:16] This 12th line. Can you see the user got converted through organic search, but brand? Through paid search, right? So, yes, my paid campaign is not able to get lot of end conversion, but for lot of

[2:13:31] conversion, the first interaction was paid search. So, imagine if we were not not come to know about our brand, and they would have not got converted. So, all this 28,995 of revenue that we have generated,

[2:13:44] running paid search. Though the user didn't got converted know about the brand for the very first time through your search ads. time through your search ads. Right? I hope you understood this.

[2:13:58] Again, here as well, you generate you earned 10,000 of revenue through paid search only ideally because that was the first interaction. The person the the consumer got to know about your brand from there.

[2:14:10] Right? So, you can find such kind touch point to convince your client. download this report. You can download the data and show it to your client.

[2:14:23] That see, directly probably end conversion is not through my platform. Last click, data-driven in paid campaign, I've taught you attribution

[2:14:37] model. So, in Google Analytics, you can see like you know, uh now there are only my paid campaign session. There's last click and there's data-driven. Last click is like um the last platform through which you got converted.

[2:14:50] Data-driven will see your past performance overall, okay? So, uh like this will just show you exactly that if for channel-wise, how much revenue gets calculated if you check it through last click and how much revenue you can see

[2:15:05] when you see the data from data-driven attribution model. Right? For example, it it is showing the same number, but if you see for organic search, okay? From last click, it shows a very high revenue, 5 lakhs 54,000. But when you

[2:15:20] lesser. Because in data-driven attribution model, it sees the overall credit performance of this channel. It doesn't just see that, okay, what when was the last time the user clicked and they

[2:15:33] converted from organic search. No, it sees the overall flow that how much it comes to awareness, consideration, and then purchase. Ideally, we rely on data-driven attribution model and not last click. Last click is pretty biased.

[2:15:46] It says that the person who I mean, the last channel you clicked and through 100% credit. But as I said, it is biased, right? You're not giving credit to awareness uh channel like other channels out there. So, hence we always

[2:16:00] stick to data-driven because data-driven will check the overall they'll give the credit. It usually checks all the past performance as well. Now, in your analytic there's something called as explore. Now, what is the use

[2:16:15] case of this explore? Okay? Now, this one is to create your own custom dashboards. Okay? Why you have to create your own custom dashboard? As I said, you have to use analytics in and out.

[2:16:27] Okay? It is not a tool that you'll open once in a while. At least in weeks you have you might be using twice or thrice based on how uh data driven your client Now, why you need a custom report is because see every time why you have to

[2:16:41] go to the report section and put 10 filters and then show the data. report that your client would want to check on weekly basis, on daily basis, or on monthly, quarterly, and yearly basis. So, we do a lot of reporting as

[2:16:55] well. Okay? So, there are some standard daily report that you might have to send weekly, um monthly, quarterly, or and lastly yearly, right? So, why you want to always go to the report section and uh

[2:17:11] you know, put the filters, download the data. It is It takes time, right? So, what we usually do for our standard reports, okay? And we know like, you that my client would be asking anyways. So, for that we create some custom

[2:17:24] reports. Okay? So, you know that there are specific kind of question your client would ask you on weekly basis or monthly basis, create a custom report for it for instead of always going and putting all the 10 filters out there.

[2:17:36] Okay? So, now here there are different kind of reports, complicated for you guys. So, I'll just show you the basic one that one the one that you should know. Okay? So, this is a free form report. Okay? This is

[2:17:50] very frequent basis. Now, what is a good thing? Please understand how this free form report gets created. Okay? What I'll do um this looks very confusing for you now. So, I'll just remove everything

[2:18:04] so that there's no confusion. I'll keep this blank. Okay? So, can you see now the report is entirely blank, okay? First thing, what is the USP of creating this custom report? The first thing is you can you

[2:18:17] can create a report as per your wish. Second thing, you can put more than secondary dimension. So, if you knew in our report section, we can only put dimension is already there and we can put only secondary filter which is like

[2:18:31] ask you to put more third filter, fourth filter, and fifth filter? You can't do in the report section. There's no option only to do it, okay? So, let's say

[2:18:46] I'll try doing it to in front of you guys right now. section, okay? My client want to know that which channel, okay? Let's say I'll okay? My client want to know all this channel, okay? The revenue that I've

[2:19:01] the conversion that I've got from all this channel, it came from which city and which age group. Now, they are asking for me to to put two filter. I there option for me to put the age filter? No.

[2:19:14] dimension and then they want to see the number. So, it is not possible to do it over here. Hence, you need the custom report, okay? In custom report, you can put maximum five dimension. So, you can put five dimensions. You can

[2:19:28] then you can present your numbers. Right? So, which is a good thing which there clients who want to see very in-depth data. So, they will ask you to put all they might ask you to put more than two filters for sure.

[2:19:42] Hence, we don't do it over here. We create a custom report. We keep it created. So, whenever my client want to go and see, I can just open that custom report instead of wasting my time on putting filters every time, okay? Now,

[2:19:55] worry, I'll show it from everything from scratch. So there's there are two sections, variable, setting, and output. Okay, whatever changes I make in variable and setting, it will reflect in our output

[2:20:09] over here in the white blank space, okay? What is variable? Okay, so in variable there are few things that you can do. First thing is your report type, report. There are other report types as well. For you guys, I'll just show you

[2:20:22] one or two, okay? So you can ignore this part. You can choose your date range want to show your number, right? So if you let's say I just want to do this for Jan, I can just select Jan, okay? Now

[2:20:35] before I talk about segment, you should know dimension and metric. We all know what is dimension, what is metric. This is dimension, this is metric. So here you have to choose what dimension you want to see on this

[2:20:47] blank screen, okay? So I'll remove all of them to show you to how to add it from scratch. So I'll just remove all of them. two. If you want, I can remove that as well. Let me just remove everything.

[2:21:03] So it's completely blank. There's no dimension, there's no metrics over here, Uh now you can add your dimension and metric of your choice over here, okay? So let's say I'm your client and I'll tell you

[2:21:17] guys, show me a performance of a performance breakdown a performance of a performance breakdown of Channel plus platform

[2:21:35] plus age and 10 other things, okay? So your client would ask you something like this. For metrics, I want to see numbers this. For metrics, I want to see numbers like session, I want to see

[2:21:49] like session, I want to see revenue, I want to see I don't know uh time spent something on those lines. Okay, so you your client would ask you this. First we'll add dimension, okay? So what is dimension? You can either

[2:22:03] search from it. So you we want channel so I'll say sales channel, okay? I want We choose source slash medium. I've already spoken about this. Right? My client also want to see some city breakdown so I can search for city. My

[2:22:17] client also want to see some age and gender breakdown and I can select age, I would want to check. So you can search you can say confirm. So now it is reflecting over here but it

[2:22:30] is still not reflecting over here, right? It is still blank. I'll tell you why. First let's add all everything over here. In metrics, what metrics you want you can search from here. So I want sessions. Right? Where is my session? I

[2:22:44] want to see average session duration. I want to see

[2:22:58] see. Then we want to see some engagement, right? Engage session engagement rate. Whatever you want to see, you want to see user account. Right? You want to see how many users do we have? So you can choose that as well.

[2:23:17] But if you could see it's still not reflecting over here. Why? Because whatever things you add in variable, it should be added in your setting as well, okay? Now in setting there are a lot of things, okay? And I'll show you one by

[2:23:32] one, okay? Ignore the technique type. Technique type is like how you want the free form only. Ignore this visualization and this type. First understand how to create a basic table, okay? So I'll scroll down. We'll start

[2:23:44] segmenting later because that is for comparison perspective. Now, can you see add in row. Can you see it says drop dimension, column also says drop dimension, and value says drop metric. So, they are clearly giving you the hint

[2:23:59] Right? So, here you should add dimension. Here also you can add metrics. Right? Second, you can increase this. How many rows you want to show, how many columns

[2:24:11] max so that, you know, you are not missing out on any uh column or whatever it is. Okay? Now, first thing here in column I'll add all columns that I want. What I want? I want to see my

[2:24:24] channel column. Right? So, I'll say channel. Then I want to see my source plus medium column. It's It will reflect, don't worry.

[2:24:37] want to add session. want dimensions in column, you can put in rows as well. It's up to you how you

[2:24:49] not saying it should be in this way only. If you want to add it in row, here you add your channel. Okay? So, can you see now it is looking properly. You have You It's better you add it in rows. You want source and medium? So, now this is

[2:25:02] dimension. Right? I want to add third more dimension, I can do it over here. See? So, now I'm able to create I'm able to break down my data in three layers. This is not possible over here. Okay? This is what I was trying to say.

[2:25:18] Okay? I can add more if I want to. I can I can select campaign as well if I want I can select campaign as well if I want to see campaign level. So, here I can level as well." I can put four dimension.

[2:25:30] Now, here in metrics, I can choose what metrics I want to see. So, I have selected session, I want to see revenue, I want to see active users, I want to see engaged session. Whatever metrics you

[2:25:44] want to see you can create it. So the USP is you can add many have a restriction of two over here that is that is not there and you can create your own customized report. Okay, so that's how you create this

[2:25:59] table. Now one more thing, you can put a filter. Like when you're showing this get confused. Like guys, what you're trying to show? Okay, so whatever specific your questions your client would be asking you put off it. Let's

[2:26:12] direct as a channel. Okay, they would don't want to see other channel performance in general. So you can here you can say that different default channel group. Okay. Should contain here you write the name

[2:26:24] of the channel which is direct and you say apply. So now whatever data you will see would only be for direct and not for any other channel. See. So it's it's easy to show this way is what I'm trying to say.

[2:26:36] custom report. This is what we call as custom reports and it is helpful because have to create it again. You save this template and whenever your client want to see any numbers just show go go over here and show it to them based on

[2:26:50] whatever day trends they want. Okay. Now this segment thing is more with respect to comparison perspective. Okay. So let's say your client want to compare that let's say they want to compare between

[2:27:02] direct and paid as a traffic in general. So here you can see traffic in general. So here you can see now this will show it in this way.

[2:27:17] they have created two sections. This is for direct. So all this metrics are for direct over here. How much So it's more for the comparison perspective. Okay. It's up I mean most

[2:27:31] of the client doesn't ask to make it so complicated but it's up to you. Okay. You can change your visualization format as well. If you don't want table and you something, you can you can do that. But

[2:27:43] from scratch over here now. Okay? Like you'll have to choose your Let me I want some channel over here.

[2:28:00] your own breakdown. Okay, it's it's up to you. You can you can make it in different format you want to show it in line, you want to show in dot, you want uh like a bar chart. So it's up to you how you want to present it. Again, this

[2:28:13] is more for presentation perspective. Okay? This is something that you can use if you are using very frequently this particular custom reports, okay? There are other custom reports as well, guys. So like free form. Uh the second most

[2:28:28] used is something called a segment overlap, okay? Now this shows you there's a lot of overlap between multiple channels, multiple platforms. So when you This is This is good for to show the overlap in general, okay? It

[2:28:43] The same filters, guys. You add your dimension, you add your metric, uh you'll see an output. So it's it's in a similar manner only, okay? It's just that you can customize the way you want it to be.

[2:28:58] overlap report is you can show an overlap. For example, how many users are there like if if you would see over here like it is just trying to tell you that how many users are coming from uh tablet plus also they belong from one age

[2:29:11] kind of comparison. If you just want to do a comparison between mobile and Can you see? There's no overlap between your mobile traffic and tablet traffic in general. So you can show you can create such kind of segment, and you can

[2:29:25] show an overlap over here is what I'm trying to say. So you can see that, between your direct traffic and paid traffic. No, not at all. Right? But, is there any overlap when it comes to mobile from both of them?

[2:29:39] So, see, yes, there's a good overlap. This is a This is an overlap between user coming from direct plus mobile. This is an overlap between user coming uh mobile plus paid. So, now this particular part, which is in green, that

[2:29:52] different channel altogether. So, whenever you want to show such kind of overlaps on maps and all, you can use the segment overlap report. Okay? Then, even if you know this much, it should be fine. Funnel is more of like Again,

[2:30:09] guys, it's the same report, but the presentation is very different is what I would say, okay? This is uh this thing. Like I told you, I've shown you this in were seeing this purchase journey and checkout journey. So, to see that

[2:30:22] journey, right? This is This is where we see the funnel exploration report, okay? So, now let's say we want you want to see um

[2:30:40] performance of a specific gender starting from they came to the site to to the time they got converted. So, you can put the dimension of gender and see this here, you'll clearly see, right? Which gender had good amount of session

[2:30:53] start. Ideally, which gender has given you a lot of conversion. So, again, it's This is this thing. It's it's is the same thing over here, okay? The only customization again you can do over here is you can add lot of

[2:31:05] filters to it, which is not possible over here. over here. Make sense?

[2:31:21] to use all of this. Even if you know, okay, guys? Majorly, the most used one is the free form, okay? In free form the client can clearly understand. Rest all the three reports, I mean the the the use case is same. You have to

[2:31:33] select your dimension and metrics and segment in the variable, okay? You drag it them to your setting section uh with adding all the rows, dimensions, and value. They will tell you see they they have given you hint where to add metric,

[2:31:47] where to add dimension. So, it's clearly visible. You put your filter and show an output to them. Now, obviously how you want to present them it's completely on doesn't have much idea, they get confused with table, use a different

[2:32:00] format. So, we will be understanding metrics for three media, which is uh paid paid media, owned media, and earned media, okay? So, we divide our medias in three types, guys. Uh paid is

[2:32:15] something we all have been going through for a while. We'll also go through what and what are the metrics one brand would check for all this three uh you know, media types, okay? So,

[2:32:30] um again, paid media when I say paid media, the word means that you are doing paid advertising, you're running ads, okay? And for those ads, you're checking all this metrics in the paid campaign sessions, okay? I have spoken about

[2:32:47] cost per click. I don't think I have to reiterate on this again, right? The only guys remember anything about quality past? Anyone? Because I'm not sure if I've talked

[2:33:01] about the quality score. I'm pretty sure on the other metrics, but quality score I don't recollect if I have spoken to you guys on this. It looks something like this, okay? So, your on your dashboard you'll see

[2:33:14] keyword it gives you a quality score like this, okay? And what these are the score gets decided. Uh it's your expected CTR, it is your landing page experience, and it is your ad relevance, okay?

[2:33:28] um what exactly and it doesn't give you a score for it. It will tell you whether it's average or below average or above average, okay? So, average means that you don't have to do much work. Below

[2:33:40] some correction. Above average is obviously all good, okay? Now, how do you work on this, okay? Landing page experience is not much in your control, I would say. It like, you know,

[2:33:53] for landing page experience, you have to ask your developer to do execute it, the website. It's not in your control. But, when Google says that your landing page experience is below average, that means probably the speed is not good or

[2:34:07] that you're mentioning in the ad is not reflecting on your page. It could be any out one. And you have to ask your developer to correct it, okay? Uh, you have to make sure that, you know, your ad is on to the point. It adds It

[2:34:24] talks about all the USPs. It, uh, you have added your keyword in your ad copy. discussing paid search ad, I'm pretty sure. And then, if your ad relevance is good, automatically your expected CTR also becomes good, okay? It doesn't, uh,

[2:34:38] create much impact over there. So, quality score is again one of the metric which we didn't discuss, but, yeah. Rest you could see, I have discussed all of them in your paid campaign I had given

[2:34:52] an Excel file as well with all the calculation for this. So, it's better I don't, uh, you know, go through it again. So, what I'll do is I'll quickly take you through earned media, okay? So, now in earned media, it is more with

[2:35:05] respect to, um, Okay. So, what exactly do we mean by earned media, guys? Okay, guys, just

[2:35:18] give me 1 second. There's some issue with my screen. I believe it has stuck. Okay, coming back to your earned media. So paid media, earned media, and owned media, okay? Paid media, we have clearly

[2:35:31] you have earned media, and then you have owned media, okay? Earned media is all the brand attention that you have got from PR, reviews, and all, okay? This is what we call as earned media. Owned media is something that you guys own,

[2:35:45] own. Your blogs is something that you own. Your YouTube video is something that you own, okay? So ideally your medias are divided into three types, and have a different metrics to check. Paid media, we have discussed in the past, so

[2:36:00] I'm I've just discussed about quality score. For earned media, when when visibility through some PRs, through some reviews, and all, some of the metrics that you should check is that, you know, search visibility. Like

[2:36:14] media, is it increasing your search engine searching more for your brand after doing this, okay? Are you getting a lot of referral traffic, right? What is your page score? So this is more of like part

[2:36:30] of your SEO that does that traffic on your site, an authentic traffic, it improves your page domain page domain authority, okay? Is basically a score that has been given

[2:36:45] by a tool called as Moz, and Google kind of trust that score a lot. So higher the page domain authority, better is your visibility on the search engine, and you do any earned media, please see if you are getting increase in the organic

[2:36:59] you are getting increase in the organic traffic. share of voice, that means that, you know, are people sharing like is does this impacted any word of mouth? Are people resharing a lot of content

[2:37:12] for your brand or not? Okay. So, always try to check this metrics whenever you're doing any owned media promotion. When I say owned media, owned media is something that you guys own,

[2:37:24] okay? Like your company page or your Facebook page or your YouTube channel, okay? Now, for that as well, there are some metrics that you should look after. Like check the sales, okay? See how much sales you're able to buy generate from

[2:37:37] your own own owned media. Then you can also see your churn rate. Um you know, basically it is a percentage which will tell you customers have stopped making any purchases from your company within like

[2:37:52] Also, you can see your cost per lead from your owned media. See your engagement rate with your customer. See your customer retention, how much you're Um then also see the conversion marketing.

[2:38:06] respect to how many people actually got converted from from your website, okay? able to generate. Then obviously your customers' LTV. Like

[2:38:18] things. Retention is like till what time you were able to retain them, till what time they were hooked to your brand. LTV is more with respect to revenue were able to generate from that particular consumer. How satisfied are

[2:38:33] they with your brand is something also you should check, okay? So, ideally, paid, earned, and owned media, I would say all the three has their own importance. You can't say that, okay, if I just do paid media, I don't have to do

[2:38:47] happens, I'll tell you digitally, when you do digital marketing, um let's say of the problem that they're that that they're uh facing a lot. All the brands they're uh facing a lot. All the brands who are heavily dependent on paid media,

[2:39:02] okay? So, I know many startups all all the new age small business brand, there are there are many who just do paid media ads. Now, what the problem is if they stop doing paid media ads, their business will drastically drop. Okay?

[2:39:15] So, they are dependent on paid media. They're dependent on Google. They're dependent on Meta. Okay? Major of the platform. Now, what happens other brand as well. There's a lot of competition. You You yourself would have

[2:39:29] faced this, right? You You see ads of so many brands. Okay? You've been bombarded by ads of so many brands. Imagine if they And there are many businesses who are just relying relying on paid ads. And the major problem is, okay, uh

[2:39:42] the market, even after running so many ads, there are many businesses who are not doing it profitably. Okay? Now, what happens? They can't stop doing stop doing it, their entire business would drop. So, it all It is always

[2:39:56] marketing, don't just be heavily dependent on one side. Okay? Don't just be heavily dependent on paid. Side by side, work on your own and own media as well. When I say work on your own media, ask uh people to talk about your brand.

[2:40:10] Do some PR. Do some review. Ask people There should be some word of mouth, share about There should be a lot of social sharing about your brand. So, focus on that part as well. Okay? Apart from that,

[2:40:23] media. Like have your have a good website. Like for example, if you're e-commerce brand, you can't always be dependent on Amazon, Myntra, and all because they take a heavy commission on it, right? So, the more dependent you

[2:40:36] become on such kind of platform, uh that impact your business' overall profit, "Okay, give focus You can get started with the aggregator." But, side by side, work on your website. Write some good blogs. Create some good

[2:40:49] YouTube videos. So that if you do a mix of all these three, you won't be dependent on one. Okay? So, if any of this doesn't perform, you have other to back you up. Right? And this is like one problem that

[2:41:01] every startup is facing right now. They're so much dependent on paid media ads that they It's like, you know, they can't They can't stop doing it because drop. While they are doing it, they are not doing it profitably because there's

[2:41:15] they're understanding that, you know, just to quickly grow their business, they have made a very huge mistake by Now, what they are doing, they are putting some efforts on PR, influencer,

[2:41:29] creating their website, creating their blogs, channel, video content. They're doing performance marketing. And the next goal of this is that once this their paid media spend as well. So, it's a good thing. So, if If a brand has done

[2:41:45] doing is they are focusing on this while they are doing paid media ads. And coming up from earned media and owned media, they are decreasing their media spend on paid media. They won't completely stop, but yes,

[2:41:58] they will decrease their time and the money that they're spending on it. money that they're spending on it. Make sense, guys?

[2:42:12] metrics and calculating ROI for the display campaign, guys. We all know what is display campaign. You have already learned what display campaigns are in your paid campaign sessions, if you remember. Just to give

[2:42:26] you a brush up again, display campaigns were those banner ads that you can see on third-party websites and apps, okay? So, I think I had shown you some of the example.

[2:42:46] would used to look like this, right? Like this picture. So, now what today we will be focusing on how do we measure the effectiveness of such kind of display campaign? And what are the metrics metrics that we

[2:42:59] what are the metrics metrics that we look after, okay? So, starting with um Okay, first thing uh display campaigns as I clearly mentioned, this are your visually engaging ads uh to reach out some relevant audience. We have in the

[2:43:12] paid campaign we looked what when we are working on the paid campaign thing, if you remember I've shown you more towards the setup side of it that how do we set you know, what are the metrics we will be checking or

[2:43:26] never spoke on those sides. So, this is what we'll be discussing. Now, um in display campaign guys, there are three um important metrics. What first is a

[2:43:38] impression share, and then product relevant on-site interest, okay? Viewable impression is um see, a ad is called viewable in in with respect to display campaign is when 50% of it is shown on the screen, okay?

[2:43:53] So, what do I mean by this? Imagine if uh Let's take an example, okay? Let's just take this this picture imagine imagine you know, you are you you visited this particular page, okay? And

[2:44:06] [snorts] when you're going through this page, you are seeing this two ads, okay? Now, this ad is called as viewable impression because you have at least seen 50% of this ad, right? This ad will also be considered as viewable

[2:44:18] impression because half of the banner is visible, okay? Now, you know, a display ad on this page there will be some ads which will be shown at the bottom as well. Right? Not necessary it's on the top. Imagine you went to the site, you

[2:44:30] viewable impression because you are seeing 50% of it. But there would be some ads which will appear at the bottom, okay? Now, imagine you didn't scrolled and you didn't check that ad. So, that ad doesn't get any viewable

[2:44:43] impression. It will just get impression, okay? So, this is a difference. Impression is number of time your ad has been shown to the consumer. But now, in the in the case of display campaign when the user visits such kind of websites

[2:44:55] and on that website multiple brands are trying to show their ad. Okay, what is case we consider something called as viewable impression. So if a user has seen this banners, okay, at least 50% of such banner then this is what we call as

[2:45:10] something called as display impression share. Okay, impression share the word impression share means guys is that let's say if your ad can be shown 100% of the time. Okay, but due to some reason your ad has

[2:45:27] Okay, but due to some reason your ad has only appeared 40% or 50% times. This is what you call as impression share. Okay, so impression share the basic concept of impression share says that out of 100% that you were

[2:45:40] supposed to get. Okay, to show your ad. Out of that how many consumer? That is what we call as an impression share. Now obviously there can't show your ad to full potential. Okay, and there could be multiple reason

[2:45:55] behind it. It could be that you don't have that kind of budget. Okay, let's say because of budget you have a you have you have the opportunity to show your ad 100% of the time. But you don't have that kind of money to spend. Second

[2:46:08] you don't have that quality ads. Okay, so now because of quality Google is not giving you that opportunity. So if you improve your quality your ad can be shown 100% of the time. Now the same concept is applicable for

[2:46:21] display impression share. It is more with respect to how much percentage of consumer compared to your overall capability. Okay, again so all these numbers like viewable impression, display impression share are being you

[2:46:35] can see this on whenever you run ads on Google ads. Okay, you will see this metrics. Now what it is trying to tell you? So I'll I'll just open one more.

[2:46:55] percentage kind of a thing when you're running ads, okay? And on your Google whichever ad it shows your impression share is 100% that means it doesn't need any improvement, okay? But there will be few ads for which your impression share

[2:47:10] few ads for which your impression share would be 50%, 20%, so on and so forth, okay? What that is trying to indicate that out of 100% of the time only 20% time your ad has been shown. So, 80% you still have 80% opportunity left. Okay?

[2:47:24] So, that's the meaning of like in in case of display impression share it percent of time your ad was shown to the consumer, okay? And how much scope of improvement which is like you know, what is the scope of improvement that your ad

[2:47:37] Then there's something called as product relevant on-site interest, okay? Now, this will kind of calculate you know, how much page views has been increased and new users with respect to filtering some you know,

[2:47:51] memberships which are leading to those pages. So, it is more with respect to the number of audience who have came to your site. Out of that how much people were actually interested, okay? There's something called as positive up

[2:48:04] guys. But it is more with respect to the positive up hill then there's direct metric and there's something called as branded search demand. What exactly all of these three metrics would mean is positive up hill is more with respect to

[2:48:20] like how positive impact your campaign has kind of created with respect to the overall brand perception, okay? Then you have something called as direct organic and paid search channel health metric. So, what exactly we are trying to say is

[2:48:33] like out of all these channel, what is the health metric? So, when we say health metric is more with respect to what is the engagement of the user coming from direct or organic or paid search, okay? So, better the engagement

[2:48:48] metric, okay? Then, there's something called as branded search demand, okay? Branded search demand means that, okay, you're running so much display ads, you're running so much display ads, okay? Did that created any impact on

[2:49:02] let's say you're running so much advertisement, are you seeing that more people are searching for you from your brand name directly? Okay, so this is So, whenever we do such kind of activities, whenever we run

[2:49:16] so many advertisement, one thing that a client would want to check that, okay, people have got to know about us now. Are they now directly going on Google instead of searching for some very vague queries, okay? So, again, why all these

[2:49:31] metrics this because all these metrics are very important. We always We always conversions we have got, how much results we have got. We So, we always talk about, uh you know, direct metrics. But, these are some indirect metrics

[2:49:44] that ideally impacts your overall brand image, okay? So, whenever you do do marketing because you're so much caught up with revenue, ROI, and all, your viewable impression. You tend to forget to see your impression share.

[2:49:59] See, if you don't see your impression share, how much how would you know that what is the scope of improvement? Right? Like, if you don't if if you don't know what is your impression share, you won't understand how much you

[2:50:11] your ad your one ad has an impression share of 20%. That means you still have 80% of leverage. Leverage as in you can make some improvement and make that 20% right? Again, if you don't see what is the positive appeal or, um you know,

[2:50:27] from different channel or what is your brand search volume increased or not after running so much paid campaigns or after running so much display campaign, you won't understand the exact impact of

[2:50:40] you won't understand the exact impact of your advertisement, okay? So, these are, should check whenever they have free time, I would say. all these metrics is because everyone is

[2:50:52] caught up with direct revenue numbers, okay? Now, I think we have already spoke so far viewable impression. Benefit, as I said, it will provide a superior metric to capture the number of

[2:51:05] ads. It will help you to strategize to measure your performance. It will also you know, how much impression have been served and how much has been viewed, okay? So, impression served means total impression that you have got, but

[2:51:19] impression viewed as in how many people have actually seen that ad. Right? Now, again, you, as I said, you have lot of scope of improvement when you see this metric, okay? You can try to improve your site load time and your

[2:51:32] ads. You can do some AB testing on your on your page, or with respect to your ad. You know, you can also try to optimize for a better viewability. Now, there's something also called as non-viewable impression.

[2:51:45] What exactly does this would mean? So, it means that the ad was not shown for a specified time with at least 50% of its area visible. So, basically, as I said, like the ads that might be on that same page at the

[2:52:00] till that time. Right? So, when when you go to a page, there would be multiple ads on that page. It's just that the the ads non-viewable impression ads. Okay? So,

[2:52:15] also are part of non-viewable impression. Scrolling before 1 second. So, let's say, you just land on the page, okay? The ad is at the top, but you have just scrolled down directly. So, you have not even seen that ad for

[2:52:28] at least 1 second. That That also non-viewable impression, okay? Entering Again, you didn't visit at that particular page. Uh you are scrolling before the ad loaded. So, now there are times when on a website there are a lot

[2:52:42] of ad advertisement that has been shown, it takes time to load. Like, I'll just it takes time to load. Like, I'll just take an example right now. So,

[2:52:54] scrolling. This this ad is still loading. Now, let's I just scrolled. Why? Because I have not even seen for a second. impression because I think I've spent few few seconds now.

[2:53:08] On this page on this page, Pinkvilla page. Now, this is an ad that I'm seeing. So, obviously it it is a viewable impression. But, there would be some ad which would be at the down. Okay? So, let's see

[2:53:20] if there are any. I believe here there might be some ad that might pop up. See? Now, imagine I didn't saw this ad. No, I didn't scroll. Right now, I scrolled. would be a This would have been a non-viewable impression ad, okay? So,

[2:53:33] this is the meaning of all the three metrics, okay? Now, there's something called as eligible impression, okay? Um It it is more with respect to um There are two things that makes your ad

[2:53:47] eligible impression, okay? Um it is like basically um Okay, let me let let me try to make it easier for you guys. So, let's open an Excel sheet and then try to understand it.

[2:54:13] 1 second. Sorry, guys. try to um

[2:54:26] you know, save particular ads, okay? Or they they get they you can save some are more of part of the eligible impression, okay? Now, um this are as I

[2:54:38] said, there's a terminology terminology called as uh active view enabled tag, okay? And this tag took successfully communicate this to Google servers, okay? So, basically, if if you are if that particular ad has an active view

[2:54:52] communicate to the Google servers and it makes it makes it to be an eligible impression, okay? So, this are more with respect to ad units that users tend to download and they try to save it on their devices, okay?

[2:55:06] Now, I think I've already spoke about viewable, non-viewable. viewable, non-viewable. Let me just go through your Okay. Now, measurable and non-measurable impression, guys. Measurable impression,

[2:55:21] measured with active view technology. Non-measurable is something that you can't measure some of the impression again as I said, um there are times when those ads the tracking is not been done, okay? So, all

[2:55:34] these banner ads, they have a tracking enabled on it. For example, like if I if I click on it, can you see this has a tracking enabled? not. But let's say if the tracking is not enabled, directly the ad has been

[2:55:50] can't measure it. Okay? So, the if the tracking's aren't impressions and all. If it's not if it is not enabled, it's difficult to >> [snorts] >> Now, I think I've already spoke about

[2:56:05] impression share and lost impression share. Again, just reiterate, um impression share, the formula by the way the impression here is the impression that you have achieved, okay? So, I'll

[2:56:18] just write it. I can't edit it, but let me just write it over here. So, in your Excel sheet, just to make your life easy, I'll write it over here. Oh, sorry. So, impression share is more with

[2:56:34] respect to received impression divided by like how much was your capability? Like what was your total eligible impression? So,

[2:56:51] show your ads on Times of India website. Okay, so obviously you have a capacity to show your ads for 24/7 on Times of India if you want that slot. Right? So, calculate? Basically, how much impressions you have received by divided

[2:57:06] achievement? Right? So, if that percentage is 20, 30, whatever it is, you have a scope of improvement it is is what we are trying to say. Ideally, these metrics. This metrics would be there on the platform. The whole reason

[2:57:20] we are discussing this metrics is if that times when this tend to get asked in the interview. Okay? So, I'll tell you what is the most common question that you get to ask in the interview. So, if let's say you do explain that

[2:57:32] okay, what how much impression I have received divided by the total eligible impression. Now, imagine if you guys say that if your client to the the person who's taking your interview would ask you that

[2:57:46] okay, right now your impression share is 60%. How would you make this impression 60%. How would you make this impression share 80%, 90%, or probably 95%? This is where you get stuck. Okay? So, now what are the ways you can improve

[2:58:00] this impression share? First thing is you increase your budget. More the and better your impression share would improve. Let's say you have a budget, but still you're not getting a good impression share. Then it is more with

[2:58:14] respect to to quality. Okay? Your ad quality is poor. Because your ad quality is poor, Google is not trying to show it to your to other consumer. Because Probably let's say your ad is not that attractive. People have not hardly

[2:58:29] clicked on that ad, then Google won't allow to show your ad, right? So, either you improve your quality or your budget. Make sense? when the interviewer also go very much

[2:58:42] show you a creative. And they'll ask you that, you know, there's some like Google is we have budget, but you know, for this for this particular display ad tell us how we can improve? So, then you'll have to give them a suggestion

[2:58:56] that how can they make the ad better? Right? Now, if it's a remarketing ad improvement because this is automatically fetched. Okay? This ad, guys, it is not created manually. This gets automatic automatically fetched

[2:59:10] based on what product you have seen. So, before I join the call few hours back, I was checking some home decor products. Simple. So, this is something you can't control, but there are some ads that you manually

[2:59:25] create. So, now if that has a poor impression share, you might have to rework on that particular banner is what I'm trying to say. So, don't just memorize the metrics, okay? No No one nowadays it's anyone who

[2:59:40] can Anyone can ideally No one has to memorize as well because you have knowledge available so at so many places. The interviewer would ask you how you can make this better. How can you make those metrics better? What are

[2:59:54] the actions that would you take? So, always focus on optimization. Not explain this metrics in your own term, that is completely okay. But make sure you know why your impression share is down, how can you improve it? And I've

[3:00:08] already told you both the reason behind it. Now, the next point is calculating calculating your ROI. I think we all know what is ROI, return on investment. I've been speaking on this on this

[3:00:21] particular terminology for a for a very long time, okay? So, uh again, no need to mug up the metrics, but what is the benefit of calculating it? Basically, it it will help you to understand the profitability, okay? Uh

[3:00:35] with your competitors to understand where do you stand. And again, it's kind of easy to calculate. The formula to calculate your ROI, again, you can take your net profit, okay, divided by how much you have

[3:00:49] invest invested. Now, obviously, adding time to it is very difficult, okay? I mean, you can do time comparison as well. I'm not saying you can't you can't So, cost of investment differs, okay? Cost of investment can be money,

[3:01:03] okay? Cost of investment can be money, cost of investment can be time as well. training I'm I'm giving this lecture to you all. So, for me, my cost of investment is not money. My cost of investment is time, right?

[3:01:18] How much time I'm giving to you? That that will be replaced Here, I won't So, when you do service kind of business, let's say you're a freelancer or you're a consultant. You guys are not putting

[3:01:31] money, right? It is more with respect to the time that you're giving. Until unless you're doing some marketing activity to to capture those leads, okay? That's a different thing, but always the for some businesses,

[3:01:44] money is considered as cost of investment or sometime time is also I'm trying to say. So, you take your net profit divided by how much investment you have given into 100 because we want it into percentage.

[3:01:58] Okay? There's other way as well. People take investment gain investment base, like how much money did you put divided by how much gain you have got. by how much gain you have got. Okay?

[3:02:12] Um now, there's something called as attribute ROI, okay? Uh it is more with respect to when a brand want to um understand, you know, what is their month-over-month sales growth, okay? Um and this is what you call as

[3:02:28] Um and this is what you call as attribute ROI. So, calculated, guys? You have to take your sales growth, okay? Again, you have to

[3:02:42] minus your average organic sales growth, like what So, how much sales growth you growth you have got through our marketing um activity in general, like then your marketing cost, and again divide by marketing cost. This is more

[3:02:56] with respect to understand um like how should I say? This is more do when they want to understand month-over-month sales growth Why? Because there are many um like for real estate, okay, let's say, or for

[3:03:10] education, or for B2B. Uh There are some leads that you might have generated 2 months back who are getting converted after 2 to 3 months. Right? I mean, it is not e-commerce that

[3:03:24] people just went, bought, and things done, right? In in lead generation or any any B2B or real estate or education or finance business, you might have got the lead today, but it might convert few months back.

[3:03:37] Right? So, to do have a better calculation on those perspective, you should take attribute ROI. I hope you understood. performance of PPC campaigns, okay? First thing, why you need to evaluate

[3:03:51] the performance of your PPC campaigns? Because uh you are paying for each click, each ad. Uh if you don't evaluate the performance, you won't understand you run any campaign or whenever you're spending money, okay, whether it's on

[3:04:05] leakages, and you have to fix that leakages so that you have you will spend less and you'll get more business. evaluating the PPC campaign. Find out the leakages, fix those leakages, and

[3:04:18] try to spend that exact money, but get more leads or more get more business at Now, um go through when you're evaluating conversion rate. We all know what is

[3:04:31] of people who came to the site, how many people have actually converted, okay? Quality score, I think I've already told you. This is for each keyword, 0 to 10. the performance. If the performance is better, automatically in less CPC,

[3:04:46] you'll get more clicks. Okay? Impression, we all know what is learned what is CTR, which is click-through rate. And average position, basically, where do you rank? So, if if there are 10 brands whose ad

[3:04:58] has been shown on one page, where exactly your ad has been shown? Is it in on the top? Is it at the bottom? Okay? Uh other metrics, I think we all know impression share. I've been speaking for this for a while, CPC.

[3:05:11] how much you have spent for each click. CPA, how much you have spent to acquire one customer, cost per acquisition. Okay? Like, I have spent 500 rupees to mean. ROAS, return on ad spend. I've already

[3:05:26] spoke how much X of return you have received. Okay? for different campaign, uh you know, you can you can calculate uh you know, you can you can calculate this ROAS, okay? So, let me just

[3:05:53] revenue and non-service based sale, okay? So, what do I What do we mean by revenue, okay? Uh Let's say you do an MBA from one organization. Like you Let's say you did

[3:06:08] an MBA from XLRI Jamshedpur or any other college, XYZ I'm saying, okay? It's like a one-time revenue that you have given to that education to that if you want to calculate your ROI, you will take your revenue minus whatever

[3:06:24] marketing spent has been. So, let's say you are a college, okay? Uh who is just giving MBA. Obviously, it won't be a recurring It's a one-time revenue that you're getting from the students, right? The

[3:06:37] them your calculation of ROI is very you have spent to acquire that particular student. But, okay? If your brand is such which will which gets keep on recurring sales. Now, what

[3:06:52] do I mean by that? Uh e-commerce brand. Myntra, let's take an example of Myntra. You are a lifetime consumer of Myntra, right? The from the day one you got Like I I'm buying from Myntra since my college time, okay? It's been It's been

[3:07:06] 7 plus 8 years 8 years now, more than that I would say. So, what I'm So, I'm the I I'm someone who's giving recurring revenue to Myntra, right? So, now for how Myntra will calculate ROI for me as a consumer,

[3:07:19] they'll take the customer lifetime value as a like how much revenue I've And it will They will minus the acquisition cost. So, how much they have spent to acquire me? Now, how much they have spent to acquire me?

[3:07:33] they have shown to me in general is what that I've seen to Myntra to all the remarketing that they do. Did you understood both the difference? The first one was more with respect to

[3:07:46] one-time purchase brand. This is all for one-time purchase companies, right? And the second one is more with respect to which is very specific to your quick commerce and e-commerce where the consumer keeps on buying from you.

[3:08:00] calculate ROI for such kind of brand, you have to take how much total revenue you have generated from that so and so consumer minus how much you have spent starting from day one till date. It is not that one time you show the ad and

[3:08:15] it's done. They they send you email, they do remarketing to you, they do they even if you are a converted guys, okay? Even I'm a converted customer for Myntra. Myntra still shows me so many ads.

[3:08:28] Right? This Wari brand for which I was they were showing that remarketing ad to me, I'm already a consumer of Wari ideally. Okay? Like I have bought a lot if they don't do remarketing, that's fine.

[3:08:41] from this perspective. They have to take they have to see how much product I've I I know this brand from the last two years. So, till date how much let's say I might have bought a product total I might have spent 10,000

[3:08:56] to take that number minus how much they have spent to show those ads to me. So, calculation and that that can that can let them know what is the ROI of from me as a consumer. Okay? Now, let's understand there are

[3:09:11] some tools in the market which you guys can use, okay? There's something called a ruler analytic again it you can identify what was the source of your lead. Google Analytics we all know what is Google

[3:09:24] called as Kissmetrics. Kissmetrics is good because it will tell you how much page what what are the pages the one one I seen, what was their bounce rate, how much time they have spent. Again, by the way the recommend one is Google

[3:09:37] are paid one, okay? They will ask you to upgrade the platform one or the like they will keep on upgrading, they They charge premium as well. So, what Google do the same thing. It's just that Google Analytics is free. These tools are also

[3:09:52] give you the insight the way Google Analytics would provide. Okay? And I think whenever you want to track end-to-end ROI, guys, make sure you start checking from starting from

[3:10:10] you're getting which are unique like who have not visited before, right? How much channel, what is your cost per lead, what is your cost per acquisition. I

[3:10:22] hope you all know now the difference between lead and acquisition. Lead is detail. Acquisition is that person who gave the detail has now been converted, right? Customer lifetime value, the conversion rate, ROS, landing page

[3:10:36] performance metrics, keyword average rate. important to track the end-to-end ROI, okay? And lastly, to improve the ROI for should know know what is your main metrics, okay? You have to, as I said,

[3:10:52] because no one can assure you that this channel will work for you. You have to Even I can't give like if a brand comes to me and ask me, "Digisha, tell me which channel will perform best for me?" I can give them standard channel name.

[3:11:05] But I will still tell them to try out once like to do them their own testing. Okay? Again, experiment using test and learn approach. I've already told this, said right now. You first test, you learn, and then you apply the same

[3:11:19] thing. Do your AB testing, do some survey for some sample, and check spending and how much business you're able to get. Now, what exactly is this sheet? So, you can see my screen. I've opened one Excel

[3:11:33] sheet, okay? And basically, if you would see, it has a lot of numbers, Like there are so much data, there are so many sheet with so much of data. Okay, now what exactly is this? So what happens guys is whenever you are

[3:11:48] working as I said like when you when you are working on analytics, whenever you're working on paid campaigns and all any of that sort optimization plays a very important role. Even if there are times when you want to acquire a client

[3:12:02] they would want to see your capability that can you actually handle their account or not. Okay? Now how would they check their capability is they will send you an Excel sheet like this which which has the performance of their campaign.

[3:12:16] Okay? Obviously they won't reveal everything. For example, like here this ID of the keyword so that they don't disclose it to you that what So they'll give you an Excel sheet like this and they'll tell you okay this is

[3:12:30] the data of my campaign performance. Can you give me some insights from this data should do? Right? This is if you can solve this, it makes you capable that you know it will

[3:12:44] that client that yes you can handle their brand because see to paid campaign, when it comes to analytics, it is all number game. Okay? So if you can crunch that number, if you can I can get some insight, for sure I'm

[3:12:59] client on board and this is one of the way they check it. Okay? So I've worked with many freelancing gigs where they share what they do because they can't they'll have to test out right that how capable you are to handle their account.

[3:13:13] give you their campaign performance data and they'll ask you to evaluate it and if you come on board with this data, what are the changes that you would do better. Okay? So I hope you understood the brief

[3:13:26] what is this Excel sheet all about. So this imagine this Excel sheet was by the this imagine this Excel sheet was by the way shared by one of my past client and I had like this was my first client so I still have this sheet with me. My

[3:13:38] first freelancing client it was, so I still have the sheet with me. Uh was more of like with respect to the international market, okay? So now I'll try to show you if you come across such kind of instances because see, as I

[3:13:52] Anyone can do it with the help of Google. They can YouTube it, they can do you how to optimize or how to see numbers or how to make those get some insight from that number, pitch it to your client that how can you make

[3:14:07] those numbers more better, right? So you will also come across such instances. Now imagine they give you a sheet like this, what should you do with it? Right? So this was given for a Google search campaign, okay? So all

[3:14:21] campaign. This was for a Google search campaign. Rest was for display and video campaign, okay, by the way, okay? Now this is for the search campaign. I'll just rename this. I'll call this as like for search campaign keyword, okay? So

[3:14:36] search campaign is all all about keyword, so that client gave me this they won't disclose you their keyword name. Uh so they give you this in some random numbers, okay? And they'll tell you that tell me how would you improve

[3:14:49] this campaign. Now when it comes to improvement, they'll tell you what what here they have told me what is their target. They for this campaign they want you know, they want their

[3:15:01] campaign target to be the cost per acquisition, okay? CPS cost per acquisition should be around 129, okay? So is a benchmark. Now I have to give them insight how can they reach this

[3:15:14] insight how can they reach this benchmark. Okay? Now HVHC is high volume

[3:15:28] HVHC is high volume and high efficiency, okay, keywords. So I'll divide my keywords into high volume, high efficiency keyword, high volume and low efficiency keywords. Sorry.

[3:15:53] Low volume and high efficiency keywords. And then lastly, low volume and low efficiency keywords. Okay, what do I mean by this? First thing, what is

[3:16:06] volume? And what is efficiency?

[3:16:19] Here in our case, what is volume, guys? Okay, so if you see this table, what is volume? Okay, volume is nothing but impression, right? When I say volume, that means how many times my ad has been shown to the consumer, right? Volume is

[3:16:32] equal to impression in our case, okay? So, I'll just write it over here. In our case, volume is equal to impression. Then what is efficiency? Efficiency is nothing but the target that my client has told, CPA.

[3:16:44] What do I mean by efficiency? Efficiency as in how well with less money, how I'm we mean by efficiency, right? I want to spend as much less money as possible and from it. So, that is what we mean by efficiency. In this case, clicks can't

[3:17:01] efficiency, that means I want my end business, right? I want my end goal to be achieved, right? So, in our case, efficiency is the cost per CPA the CPA target, right? So, here I'll say CPA is my efficiency.

[3:17:16] my efficiency. CPA is nothing but cost per acquisition. Do you guys agree with me so far? Yes, no. Did you understood on what basis I'm divide my keywords in four time. First type would be which has very high volume

[3:17:30] and a high efficiency. Second would be which has a high volume but a very low efficiency. Third would be which has a low volume but So, when I say low volume, less people are searching for it, but it has a high efficiency. That

[3:17:42] means it has a very good cost per acquisition. When I say good cost per acquisition. And lastly, a low volume low efficiency keyword which has like it efficiency is bad.

[3:17:55] Now, how would I do this? So, first thing is let's add some columns over here. Okay. Now, first thing first, guys,

[3:18:08] um I have impression over here, but I don't have CPA for each keyword, right? per acquisition for each keyword, right? This is the overall campaign target. Like my client want to achieve this target. But, for each keyword, if you

[3:18:22] could see, there's no CPA given. So, first, I'll have to calculate the CPA, right? How do I calculate a CPA? What is the formula to calculate cost per How much you have spent? So, I think we have learned this in the

[3:18:35] past to calculate your CPA, you have to take your amount spent divided by how much total conversion you have received. Okay? So, can you see we can see cost over here, right? So, I'll take my cost divided by my conversion.

[3:18:51] And this is my CPA. Now, in Excel sheet, I don't have to calculate this formula for each one of them. I If I double click over here in the corner, it gets automatically the formula automatically gets dragged down to the bottom as well.

[3:19:04] Okay? So, now I have for each keyword, I have the volume, which is impression, and I have the efficiency, which is CPA. It's just that now I want to divide this them divide all these keywords into four buckets. Okay? So,

[3:19:17] buckets, I'll create four sheets over here and I'll create four sheets over here and I'll call them

[3:19:58] So, I'll go over here. What So, first thing, guys, see for high efficiency, the client has already given us the benchmark that the benchmark should be 129, right? Like for efficiency, what makes a keyword high

[3:20:12] efficient keyword? First thing, okay? So, efficiency is equal to my CPA. Now, what makes a What makes a keyword high efficiency keyword? Anyone which has

[3:20:25] CPA lower than 129, don't you think so? My client has given a target of 129. Any keyword which has a CPA below 129, doesn't that make it a high efficiency keyword? Yes, right? But now, the problem is for my volume, which is equal

[3:20:41] to impression, I don't have any benchmark given by my client, right? My client has told didn't told me what what do we what they what do they consider as good volume. So, what I'll do, I'll take a median of this

[3:20:54] number. Okay? I won't take an average, okay? So, First thing, do you guys know what is the difference between average and a the difference between average and a median?

[3:21:06] Guys, do you know what is the difference between an average and a median? Yes, no? Okay, right? Now, can anybody tell me in

[3:21:19] impression, why I'm saying that I'll take a median and not an average? Can anybody tell me in what situation you should take a median and in what should take a median and in what situation you should take an average?

[3:21:35] this, not an average. Can anybody tell anyone tell me what is the reason why I'm choosing a median number and not an average number? average number? As a benchmark for volume.

[3:21:50] that I'll take a median and not an average, guys? Right, so median is a middle value, okay? I could have taken an average, but the problem is the numbers are not in uh how should I say? Same line. Basically,

[3:22:06] less and there are numbers which are very high. So, if I take an average, it is a unfair number that I'm trying to take, but a median is like the exact middle number. Right? I could have taken

[3:22:18] When when in what situation you can take an average? If your numbers are like this, like let's say it is somewhere on the same range. So, if it's 65, if it's 62, if it's 58, I can take an average, right? But if my number is like this,

[3:22:34] shouldn't, right? Median would be better for this then. Right? So, now what I'll do, I'll take a median of this impression and I'll put it over here. First thing, in my doc also, I'll write so thanks, Syed.

[3:22:50] also, I'll write so thanks, Syed. So, first thing, my target is I've already mentioned efficiency is equal to CP is equal to high efficiency, that CP is equal to high efficiency, that means

[3:23:04] the client has given the target. Now, high what is high volume for me? High volume should be impression. What should be impression for us? Yeah. So, I'll go over here and I'll calculate

[3:23:17] First, I'll remove this column because it will create some ruckus. I think I've already uh if you want, we can keep this. I've already mentioned in the docs, so I'll delete it from here. I don't want

[3:23:33] any theory part in my Excel sheet. Never put some theory a lot of theory over median uh in Excel sheet. I can write the formula. I can go to this. I can So, to go down, you have to say control shift

[3:23:47] down and enter. Okay? This is my median number. By the way, if I take an average, what would be the number? We can check once.

[3:24:04] can median is bet- better a better number to be chosen because it gives you number that we have. So, what is our median? Our median is 43323. Okay? So,

[3:24:16] keyword? Impression higher than or equal to very important uh we should never forget equal to

[3:24:28] Okay? 43323. So, I have write wrote the exact number. Here also, your CPA should be lower than or equal to 129.

[3:24:40] Did you understood so far? So, what makes my keyword high efficiency? Which has a CPA lower than 129 or equal to 129? What makes my keyword high volume? Which has an impression higher than or equal to 43,323.

[3:24:58] Guys, did you understood this? So far? you a target, let's say the client doesn't give you this target CPA of 129,

[3:25:11] find out a median for impression, find out a median for your CPA as well then. Your middle number is your benchmark basically if your client doesn't give Okay? Clear? So, in our case, we had a CPA

[3:25:27] client doesn't give you a CPA target as well. So, the way you have chosen a median for impression, choose a median for your CPA as well. Okay? Clear, guys? Okay. Now, how would we divide this

[3:25:41] keyword? So, let's put some Now, I'll do this bit quickly. First, I want high volume, high efficiency keyword, okay? So, for high volume, high efficiency keyword, what is a filter I should put? Okay?

[3:25:54] Okay? So, first, high volume. Here, I'll go at impression, and I'll say number filter, okay? I want high volume, right? So, I'll say greater than or equal to, correct?

[3:26:08] So, I'll say greater than or equal to 4,323. I believe that's the number. 43 So, what I'll say here my filter, okay? So, I'll just write it over here. Filter on Excel should be

[3:26:30] for impression is greater than or equal to greater than or equal to 43,323. back to my Excel, and I'll say okay. Can you see my some

[3:26:45] of my keywords got hide out? Now, after one, there's directly three, four, five is not there. I directly six. So, basically, any keyword which has an impression lesser than 43,323, those got hide out. Okay? Now, I'll go

[3:26:59] efficiency. What makes my keyword high efficiency? Again, number filter. Now, efficiency means a let us see a lesser CPA. So, I have to say less than or

[3:27:11] equal to 129. Okay, I'll write down over here as well.

[3:27:25] And CPA lesser than or equal to 129. Okay. say this and okay. And again, some keyword got hide out. Can you see? Basically, now these are my keyword

[3:27:39] So, what I have to do I will take this entire table, say control C, and I'll put it over here because I have to put other filters as well, right? So, these

[3:27:53] are my high volume high efficiency keyword. How many keywords I have? keyword. How many keywords I have? Uh 683 around. So, out of a list of 16 uh 1,600 something, 683 are my high volume high efficiency keyword.

[3:28:07] Impression greater than equal to and CPA here also, it should be and CPA here also, it should be greater than or equal to 129. So, now I greater than or equal to 129. So, now I want high volume low efficiency keyword.

[3:28:24] same filter. For impression, I won't correct. Okay, I want high volume. So, it's already greater than equal to 43,323. I won't change this. What I have to change is here. Okay, now I want low

[3:28:37] efficiency keyword, right? High efficiency I've already got. So, for low efficiency keyword, I what I'll do, I'll say number filter equal to. Now, instead say number filter equal to. Now, instead of less than, I'll say greater than 129.

[3:28:49] Okay. And now, these are high volume low efficiency keyword. So, again, I'll go over here. I'll copy this keyword. I'll push paste it over here. Okay, so I've already wrote impression greater than or equal to and CPA should also be greater

[3:29:04] than equal to 129. That makes them low efficiency keyword. Okay. Now, next low volume high efficiency keyword. What are low volume high efficiency keyword? What are the filters that you would put? Impression now here should be

[3:29:19] Now, because we want low volume, it should be lesser than or equal to 43323 and high efficiency that means CPA should be again

[3:29:31] lesser than or equal to 129. Okay, so first low volume high efficiency. So, here now I have to change both the filter. Okay, first my impression here instead of greater than it should be less than. Okay.

[3:29:44] less than. Okay. Or equal to 43323. Or equal to 43323. Okay. And here my CPA should be Okay. And here my CPA should be number filter less than equal to 120

[3:29:57] nine. Okay, so we are done with this. This is my Sorry, low volume and low high efficiency keyword.

[3:30:11] lastly low volume low efficiency. So, for low volume low efficiency, the only my impression because it is anyways lesser than or equal to this. I want to make this low efficiency, so I'll put instead of less than I'll make this

[3:30:25] greater than or equal to 129. You should be very good with an Excel to do to do was trying to say. I'll go. I'll put it over here. Okay.

[3:30:37] put the theory part over here for your reference. So, impression less than is correct. CPA So, impression less than is correct. CPA should be

[3:30:52] Now, what I'll do We have got all the keywords. Now, we have to first cross-check if the keyword count is correct or not, okay? So, what What is my keyword count? I'll just calculate this. For here, how many

[3:31:07] keywords do I have? How do I find that out? You can take it from top to bottom. Here in the corner, you see the number kind of call this count. So, here it is count for this keyword list is 683. Then for this one,

[3:31:26] how many keywords do we have? Around 163, okay? So, 163. Then for LVHE, how many keywords do we have?

[3:31:40] I'll tell you why I'm doing this. Give me 2 minutes. 665, so I'll write 665. And last but not the least, for LVLE, what is my keyword count?

[3:31:54] So, I just want to cross-check if the numbers are correct or not. 181.

[3:32:19] I calculate the total of all the four sheets, it is 1692. And here, my total keyword should also be 1692. So, that means that we have copy-pasted the correct data. So, you should always cross-verify whatever data you, you

[3:32:32] now, what is my total keyword? I've removed the filter, by the way. My total keyword is how much? 1692, right? Here, for each list, I wrote the count. It is also 1692. So, I've copy-pasted the

[3:32:45] correct data is what I was trying to cross-check, okay? Now, what do we do next? Like this is something we have just got the list, but again, this is not enough. So, you have to give provide more data to this. Now,

[3:32:57] provide, okay? So, what you should tell your client is you should ideally tell your client that for each of this four list, okay, four list of keyword, how list, okay, four list of keyword, how much you're spending, okay? So,

[3:33:19] HVHE okay? Total conversion of HVHE. I'll tell you why,

[3:33:32] calculate this and then I'll explain it to you, okay? to you, okay? Spend percentage of HVHE conversion percentage of HVHE

[3:33:47] and last but not the least, sorry, I'll write this down. for each list, guys, you have to find out their keyword count. How much that

[3:34:02] keyword has spent in total, how much conversion they have got in total, what is the overall those keywords cost per conversion. the conversion percentage, okay? And I'll tell you why exactly we are

[3:34:14] calculating this. Just be there with me and please pay a proper attention to why probably um at least like 5 to 10 minutes, but like just see first how I'm calculating this,

[3:34:28] First, I want total spend of my HVHE keyword. So, basically, how much I've spent on this HVHE keyword. What I'll do, I'll quickly put a sum formula. I'll go to my amount spend, which is this, here, enter. So, we have got total spend

[3:34:44] total spend total conversion for HVE again same. I'll take a sum. I'll go to conversion column. I'll say enter over here. Okay? Then cost per conversion of HVE. How will I calculate cost per conversion? This is

[3:34:59] my total spend divided by my total conversion. So, see what is my cost per conversion though average cost per conversion of my HVE keyword is only 30. My target was 129. So, this is way below the target, which is such a good thing.

[3:35:15] Guys, I hope you're understanding this. So, my client has given me a target of 129 as a CPA, but my HVE keywords are getting a CPA of 30. So, I have to show my client right that when I say that this are my high perform

[3:35:31] high volume high efficiency keyword, what exactly do I mean by this? So, look they are getting as per the overall target. target. Did you understood this so far?

[3:35:49] Okay. Now, next I've also sent something called as spend percentage and conversion percentage. What do I mean by this? Okay? So, here I have to tell my client that the amount of money I'm spending on this all the keywords, okay?

[3:36:03] How much exactly I'm only spending on HVE keyword? Same, the amount of conversion we have got from all the entire campaign, how much percentage of conversion we have only got from HVE HVE keyword? Now, how do we calculate

[3:36:17] this? To calculate this, first we want total campaign spend and total campaign conversion, okay? From where do we get that? From the first sheet, this one which has all the campaign data, right? This is this has

[3:36:33] all the campaign data. I want the total, right? So, here I'll put the sum formula. Again, I'll go over here. I'll I'll take the cost of my entire campaign. Okay? I'll take the conversion of my

[3:36:45] entire campaign. So, give let me go up.

[3:36:57] So, if you would see, let me just put this I'll Right now, I'll keep this in rupee. Uh give me a second.

[3:37:09] number easily, hence it's better to format it. Right now, I'm keeping currency rupee. You can keep whatever currency of your choice or whatever plan you're working with, okay? Now, what I'll try to What I'm trying to derive

[3:37:22] derive by this one is that out of how much percentage So, okay, let me just first do this. And then I'll explain it to you. Okay? Now, see this. What I'm trying to tell my client is, when I calculate

[3:37:38] what I've done, I took how much I have spent on HVHC keyword, I've divided by total campaign spend. So, what I'm trying to tell my client is that out of 30 38 lakh 39,658,

[3:37:51] we have only spent, okay? Sorry, I have taken uh wrong uh this. Sorry, I have taken uh wrong uh this. This was my campaign spend divided by this, sorry. So, we have only out of the total campaign spend, only 13% has been

[3:38:08] spent on HVHC keywords, okay? And conversion percentage, if we see, this is the conversion of HVHC, and this are the total conversion. How much percentage it is? 44% So, what I'm trying to tell my client

[3:38:21] is, this are the keywords on which we have only spent 13% of the total spend, but the amount of conversions we have got is almost half. Right? 44% half of the total conversion. So, what we are what we are trying to

[3:38:36] tell our client is that see we are very we are spending very less on this high-performing keyword. We should spend more money on this. You have to tell your client as well, right? That actually how much you are

[3:38:52] spending. So, if you see this data, what it is trying to show that out of 38 lakh we are only spending 5 lakh on this best-performing keywords. And out of 37,000 conversions that we have got, out of that half of the

[3:39:07] this keywords only. Did you understood this, guys?

[3:39:19] calculation was to show my client the impact that see these are the keywords you, but the problem is you're spending very less on them.

[3:39:36] this thing for each of your sheet. Okay? By the way, I'll write the formula over here again for your better understanding. So,

[3:39:48] conversion? We know this cost divided by conversion. For this one spend percentage, I have taken spend from HVHE divided by HVHE divided by total spend. Again, conversion from HVHE

[3:40:02] divided by total conversion. Okay? This we know how I've calculated. Now, this one. So, the way I've calculated this, I'll calculate me some Give me like 5 minutes. I'll quickly calculate this and then we'll do

[3:40:16] a summary together, okay? So, over here for my reference.

[3:40:29] Guys, by the way, you also try to try performing this on your end. I mean, is what I would say. So,

[3:40:42] You guys just observe. And then we'll do a conclusion together. And then we'll do a conclusion together. HVHE, this one is now HVLE. So, I'm just replacing all word quickly. Total spend of HVLE.

[3:41:03] again, sum conversion is over here. What does my cost per conversion? This is my spend divided by conversion.

[3:41:15] divided by conversion. I'll put a my client's target was 129. These keywords are getting a CP of 631, and we are spending how much? 11 lakh. So, basically, on poor keywords, we are

[3:41:31] spending a lot of money. But on good keywords, we are hardly spending any money is what we are what these numbers are trying to show. evaluated one one keyword, it would have taken ages. But with such kind of

[3:41:44] quicker way is what I was trying to show. Okay? spend divided by this. We want this in percentage. Again, this

[3:41:57] We want this in percentage. Again, this is my total conversion divided by this. I'll convert this into percentage. Now, what I'm trying to indicate here is Now, see this. On this keyword, we are spending 30% of our total spend, but

[3:42:12] only 5% of conversions we have received. So, basically, on best performing keyword, we are spending very very less, but on bad performing keyword, we are spending like anything. Right?

[3:42:25] Right? I hope you guys understood this. though I'm not seeing the chat. I mean, it's better.

[3:42:42] Now again, I'll do the same thing for the remaining two sheet very quickly. H V L E I would replace it with

[3:42:55] L V H E. Paste all. Give me like 5 minutes max and I'll calculate all this and then we can discuss this together then. Sum of spend

[3:43:10] over here. Let's go up. Sum of conversion over here. Where is conversion? Where is conversion? This. Again, cost per conversion this

[3:43:23] divided by this. Spend percentage this divided by this. And lastly, convert cost per conversion sorry, conversion percentage this divided by this, okay?

[3:43:39] Both we want in percentage. And where do we need currency sign? We need currency sign on

[3:43:54] here. And lastly, here, okay? And the last one just quickly take just quickly take this below you.

[3:44:17] My keyword count is completely different so I'll paste it over here. so I'll paste it over here. This is replace it by LVEL. I'm just changing the naming

[3:44:30] LVEL. I'm just changing the naming convention, okay? Nothing fancy. convention, okay? Nothing fancy. Quickly. was already calculated. Sum of spend.

[3:44:57] Enter. Cost per conversion. Spend percentage. Conversion percentage.

[3:45:11] Quickly, let's give spend cost per conversion sign to this. Summary, and lastly, for conversion also, this two should be in percentage.

[3:45:29] Let's remove the decimal factor for this. Okay? So, what I've done for all the four key thing, I've created a keyword thing. What I'll do, I'll just copy-paste it in one one page only, so that we can

[3:45:44] evaluate it together. I'll paste by value. For this as well, I'll take this, put it For this as well, I'll take this, put it over here.

[3:46:02] then last one is this. I'm just putting it at one place, so that we can do a very better comparison for each one of them. Okay? Let's do a formatting as well. Total spend, cost

[3:46:16] per conversion, total spend, cost per conversion, and then total spend, cost per conversion. Where is the currency sign? Let's see decimal. Last but not the least,

[3:46:30] this should be in percentage, this should be in percentage, this should be in percentage. Okay. So, I think I have done a proper formatting as well so that we all can

[3:46:42] read these numbers very Now, what was I trying to denote? Okay, this entire box. What This is my summary to my client. Okay? What the summary says is that for the this entire campaign that you were running, okay?

[3:46:57] First problem is the keywords which are not performing well, okay? Which is HVLE in our case, and LVLE. If you see for both this both of this, this is basically a not-so-performing

[3:47:12] this is basically a not-so-performing one, I would say. Why? Because clearly for these keywords, guys, we have spent so much, like almost more than half. Right? We have almost 28 lakh has been out of like 38 lakh that we have spent

[3:47:26] on the entire campaign. 28 lakh has been spent on non-performing keyword. Right? And it has barely given you any conversion. Like 1832221. Look at the cost per conversion. 631, 752. Way much higher than your target.

[3:47:43] So, it has spent how much? If you see percentage-wise, it has taken 73% of your total campaign spend, but the conversion percentage is basically. Whereas the keywords which were

[3:47:56] Whereas the keywords which were performing well for your brand, which is this and this, for them, we have hardly spent how much? Like 13 plus 14% 27%.

[3:48:10] But the amount of conversion it has given is around what? 89%. to our client is that see you're keyword. But for the one which are performing so

[3:48:22] well, you're not you're not you're barely giving any money to them. if if you were asked to check this for each keyword, how much time it would

[3:48:34] have taken? And how much time I took to do this? Like probably 20 minutes we explaining as well. It might have taken 10 more minutes. But do you think this data? Guys?

[3:49:04] sleeping and I was only one who was performing. checked in all this keyword performance one by one, it would have taken ages.

[3:49:17] But if you know Excel, if you know such kind of basic logical uh you know, quicker way. Now, this is the insight. Okay, guys, this is just an insight that you have given. You have to tell your client the

[3:49:31] optimization as well now. Okay, now so what would be optimization? First thing, guys, I'll just say this and then we'll take a break. Okay, so give me like I'll take probably more 10 minutes. I'll discuss this that what is optimized.

[3:49:43] This was just an insight. Okay, this is our insights. This is not my optimization yet. Okay, this is my insight. Now, for optimization, what I'll tell my client? First thing, I don't have You should never tell your

[3:49:55] client that we will pause this keyword. Okay? The most rookie mistake that most of them do is they they tell their client that okay, the one which the one the keywords which are not performing, let's pause them. Okay? No. When you say

[3:50:07] such kind of things, your client think that you're too lazy to work on it. It's like you're giving up. Okay? So, never create that impression keyword, let's just pause them and end the story. You can't do that.

[3:50:21] Okay? So, then what would you do? Okay? So, you should always answer in a way that okay, for this keyword, we can see how we can improve. Okay? I'll obviously First thing, let's talk about the performing keywords, okay? So, first

[3:50:34] let's create a separate campaign for this performing keyword. Okay? So, separate campaign for the performing keywords. campaign for the performing keywords. Why? Because guys, on Google Ads at

[3:50:48] search level, you can't control the budget of each keyword. Okay? The reason we are giving this we are telling this is because

[3:51:12] budget at keyword level. On Google Ads, it's not possible. You can only control the budget at the campaign level. So, if you you keep your campaign the same way, it will it will show the same pattern. For

[3:51:26] spend more, it will give you less conversion, and for the performing one, we have to do how should I say? You're just sorting. You're you're you're taking out your good apple from the bad apples, okay? So, this campaign from

[3:51:39] apples and you'll create a separate campaign for them. Okay? That's your Second thing, now even for this good performing keywords, there are some keywords for which you can't make any improvement.

[3:51:53] Why is that so? You would see an impression share column for each one of them, right? Now, if you see over here, there are some keywords which has a very high impression share, okay? So, any keyword which has a

[3:52:07] impression share of anything about 90, okay? You can barely make any improvement for their peak. Okay? All these keywords are at their

[3:52:20] peak performance. You can't make any because out of 100% half of like almost 95% their ads is being shown. So, you can't you can't say that we'll we'll you I'm trying to say. They have already reached their limit.

[3:52:35] Okay? So, you have to tell your client that apart from this keywords, we will try to scale on the keywords which has not have a good impression share. So, how many keywords you had over here? 665. Out of that,

[3:52:47] almost 51 keyword has reached their peak. So, you can only improve the remaining keyword is what I'm trying to say. say. Did you understood this, guys?

[3:53:01] So, you'll have to tell your client the next optimization that we will increase spend on those keywords which has impression share IS is

[3:53:16] which has impression share IS is impression share lesser than 95% because that's the only obvious thing that you can do. Guys, did you understood the logic of impression share?

[3:53:29] share of 95, what improvement you will do? It's al- already at the peak. So, Okay? This is what you'll do for your good anyways performing well, okay? For the bad performing keyword, you have to as I

[3:53:44] told you, you have to tell them that okay, we'll work on them. But when you this vague answer. It's like I'm telling you guys we'll do this, but I'm not telling you what exactly I'll do for it, right? So, you have to tell them what

[3:53:56] you'll work on it, okay? When I say I'll work on it, work on it, I will work on their this quality score? If you see all this non-performing

[3:54:11] keyword has a very bad quality score, okay? So, let's just see how much keywords have a good quality score. So, good quality score is let's say any anyone above above five, okay? So, out of 163 keywords, okay, for them,

[3:54:26] only 42 keyword, not even half, 42 keywords have good quality score. Rest all has a very has a quality score below five. Okay? So, what do you have to tell your client that when when you say you'll

[3:54:41] improve this keyword, you mean you will improve the quality score of this score of this keyword, automatically the keyword performance also improves. So, for this keywords, we will improve

[3:54:59] quality score of keywords below five. this keyword performance doesn't improve, then you have to pause it. When you say you'll improve the quality score, you will check three factors. You

[3:55:14] will check the landing page experience. You will check the ad relevance. your client. You have to first give the insight, and after giving that insight, would you do. This shows your capability.

[3:55:30] is also shows the capability, but optimization is what you get paid for. way, if you give such kind of insight, what we call as optimization. This was just like verbal optimization.

[3:55:45] Obviously, when I apply, it's a different ball ball game altogether. how to do this raw data sheet. Now, um

[3:55:57] guys, your client would also share you some data with respect to the targeting side you have done. So, all this sheet that you could see demographic demise, demographic gender, demographic geo, display website analysis, display

[3:56:10] want you guys to brainstorm, so I'll give you this as an activity, okay? Uh you try it out and you tell me what would you do for this, okay? I just I'll just give you this sheet, okay? Uh this I've already done this for you

[3:56:24] guys. Now, this the other data is very easy to analyze. So, what What let's say for demographic device, okay? You could see there's a Again, there's a target given by the client for CPA, okay? Now, here it's

[3:56:37] only about CPA because there's no impression or anything of that sort, okay? So, you have to tell like let's say for each campaign, okay? Which is the device which is performing, which is the device which is not performing,

[3:56:49] okay? How would you analyze this? What do you guys see What do you guys think? What How would you do this? Let's say your client give you this demographic data and they weren't give They have given you a target of 172.

[3:57:01] For each campaign, you have to tell them which device is performing for them, which device is not performing for them, okay? So, I'll just do this for one sheet. For all the remaining sheet of gender, geo, website, and audience

[3:57:15] analysis, guys, you will do it, okay? So, I'll just show you how to do for device. The same is applicable for other sheets as well over here, okay? So, again for here, you'll have to calculate the CPA. How would you calculate the

[3:57:28] CPA? Cost divided by number of conversion. You'll drag it down. And then you have to see for each campaign, let's say for the for campaign A, everyone has a CPA below the target, right? So, let me just

[3:57:50] A, all is good. Okay? All is All of them are below 172. For campaign B, if you could see for tablet, it's around 169, closer to 172. So, you can tell your client that, "Okay." Now, whenever you see those devices which are

[3:58:05] not performing well, guys, in optimization, guys, you don't have to say that we will pause this tablet. You have to say we'll do a bid adjustment, And whenever you see Okay, so what do by the first thing? What is bid adjustment?

[3:58:19] Bid adjustment is nothing but Let's say for this campaign, okay? Your normal bid Your normal cost per click bid is 100. Okay? So, in bid adjustment, for for those devices which are performing well, if you say positive bid adjustment, what

[3:58:35] "Okay, overall for my campaign, I'm spending I'm willing to spend like cost per click of 100." But for the one Let's say for this one, you're saying, "I want to positive 50 50%. Okay, let's say you say

[3:58:48] plus Let me just write it over here. Let me just write it over here. Positive 50. positive 50, what you're trying to tell Google is that for overall campaign, I'm

[3:59:04] willing to bid for each click around 100. But for this one, I'm willing to bid 50% higher than my overall campaign bid. So, even if for this to to get some willing to pay 50% more. Okay? Now, for this one, you can say

[3:59:20] negative bid adjustment. Negative bid adjustment as in And it's not 50, you 10, however you want. So, now, what do I mean by negative 30? That for overall campaign, we are bidding around 100, okay? But for just for this this device,

[3:59:35] I don't want to bid around 100, okay? I to bid below 100. So, when I say negative 30, I am okay to bid around 70 if I'm able to get some conversion good, otherwise I'm I'm okay to not show my ad on tablet.

[3:59:47] Okay? So, this bid adjustment on the platform looks like

[4:00:00] devices: mobile phone, computer, tablet. Instead of saying that we'll pause this device, let's say for the mobile was not performing well. So, they did a minus minus 50 bid adjustment? They're trying to tell that, "Okay, overall for my

[4:00:15] campaign I'm spending 100 rupees per click. For mobile device, I want to spend half of it. Okay, so let's say 50. I'm only willing to spend 50 rupee per click. If I can get conversion in 50, great, otherwise I don't want to spend

[4:00:27] money on mobile phones as a device." Does this make sense, guys? Yes, no? So, instead of saying that we'll pause this device, say if the negative bid adjustment. If the device is performing really well, we'll do a

[4:00:41] have a buffer. When I say we still have a buffer, see this. The your target is 172. For all these three for this campaign, you are you are getting a very lower CPA. So, even if you do increase your bid by 50%,

[4:00:56] still your CPA would be below the target only, right? So, if you add 50 to let's say if you do positive 50 to this one, your CPA will go around 150. Does that make any harm to your campaign? No. Probably you'll get more conversion.

[4:01:12] adjustment, guys? What is positive bid adjustment? What is negative bid What we have discussed, uh there are some tools also in the market which can help you to, you know, do all this kind of analysis. Okay, so for all

[4:01:27] campaigns you are running, whenever you want to do some analysis, guys, are many tools that can help you out, okay? So, example for keyword, you can use this again like a free tool, which will give you data like this that we have done.

[4:01:42] You have Google Search Console as well, guys. Google Search Console is more for your overall website performance, and then again Google Analytics anyways give By the way, in your Google Keyword Planner tool as well, we had checked,

[4:01:55] okay? So, there like how should I say? Wait. You get the insights of your keywords. If you remember when we were doing get an insight that, okay, what is their search volume, what is their

[4:02:07] competition. So, whenever you want to get some keyword insight, I always recommend you use Google Keyword Planner tool, which is free. And apart from that, if you want to deep dive further, then you can use Google Analytics, okay?

[4:02:20] Now, there are other few, you know, metrics that a brand tend to check, okay? This is not just with respect to marketing, but like overall in general. which we call as customer effort score, okay? This will help you understand um

[4:02:35] uh how much like and uh basically how should I how should I okay, how much effort uh amount of effort a user has to put to complete an activity in general, okay? So, this will um

[4:02:49] If you're like, by the way, the formula to calculate your CES is sum of your effort rating divided by the total number of respondent, okay? Now, um

[4:03:03] would rise, your customer effort success score rises, that means your customer goal. Probably, it could be because a very low speed or could be a very unclear policy restriction. Now, this is required Now,

[4:03:19] of your customer with respect to understanding your brand, okay? So, if If customer effort score is less, that means you have to put more um focus on that you know it's easy for them to understand your brand, your product, and

[4:03:35] your services, okay? This is done at overall brand level. I'm not saying this more with respect to overall brand level, okay? You have something called as net promoter score as well, which we call as NPS, okay? Now, this decides

[4:03:49] how satisfied your customer is and how they are loyal towards your brand in general, okay? So, to calculate your NPS, you take percentage of promoters, percentage of percentage of detractors, okay? Now, basically

[4:04:05] if you have a great percentage score, that means a customer would highly recommend your product and service to someone else, okay? And they don't if if if if there's a less NPS score, that means you know, you need to again

[4:04:17] educate your consumer more about your overall brand perception, okay? So, then that's where their their NPS score would increase. Again, this is not marketing, but this is overall brand level. You also can calculate your

[4:04:29] customer satisfaction score. So, first calculate that, you can take number of your satisfied customer divided by total number of respondent. Basically, your overall consumer, out of them how much how much of them are actually satisfied

[4:04:42] into 100. Again, if your CSAT like customer satisfaction score in decreases, it will indicate that there's some issue that really needs some attention like with respect to your brand, okay? So, if

[4:04:56] if if your brand is going through you know, a revamp, guidelines, you are adding some more inventories, you're relaunching it in a

[4:05:10] try to take calculate the CSAT score. So, you can circulate survey. By the way, to calculate all of this NPS, CSAT score, and all of this, you can circulate a survey to understand how your consumer feel about your brand,

[4:05:23] okay? By the way, if you know, um have you seen those kind of surveys uh video on YouTube? Uh there are some questions that come comes up that how many of how how how many of you have

[4:05:36] used uh any of this brand for your skin care? Have you seen those question those um while you're watching some ads, yeah. So, uh in digital way, you can run those kind of survey as well. One is like you

[4:05:50] whatever you see this coming on YouTube, no, this is what we call as brand lift surveys, okay? So, brand lift surveys, the brands who do heavy promotions, like uh um

[4:06:03] campaigns, okay? So, brand lift survey campaign is for us to understand that whatever promotion we do, what kind of impact people have about our brand. So, what they what we do is we ask a question, we give options, in that

[4:06:16] option one of would be our brand name. So, let's say for Adobe, I'll run questions like um you know, which of these tools you have used um for your graphic designing? Is it Canva? Is it Adobe? You know, something like

[4:06:29] select Adobe, that means people have better presence about my brand. less or they give choosing any other brand compared to my brand, that means I So, this is what we call as brand lift studies, okay? This is understand to

[4:06:45] uh with whatever act marketing activities you're doing, do people actually recall your brand or not? Because see, the problem nowadays is different brands. This is more to understand how much the consumer is able

[4:06:59] Okay? Am I clear? So, like in a very if you usually do a free survey form, like you circulate it in your friends, family circles, all of that. But ideally, the exact way to do to calculate all this

[4:07:13] customer satisfaction score or your N Pat, any of this NPS, uh ideally, you Pat, any of this NPS, uh ideally, you should do a brand lift study.

[4:07:25] figure out what questions you need to ask and give some options. Obviously, give an option which is very difficult as well. So, that ideally gives a better as well. So, that ideally gives a better insight, okay?

[4:07:38] to resolution. Um again, how it will try to understand how well your customers are prioritized. So, for TTR calculation you can take total divided by total number of resolved

[4:07:51] lower TTR will uh consider that you know your TTR value is Basically, how how much priority you are trying to give to your client, to your has said there are 100 queries that you have in your chatbox. Out of them, how

[4:08:06] much time you have taken to resolve that? Right? So, this should be low. Lower the TTR, better is your again overall brand image. And ROAS is something that I've already talked.

[4:08:20] Um Now, guys, uh one more thing. When you do any post campaign analysis, see some behavioral data, okay? Find out when I say behavioral data, it will give you a very clear picture about some patterns,

[4:08:36] okay? Uh or interaction with your customers or you with your partners or other application in general, okay? So, you can see you can Again, to do this analytical tool, okay? Uh you can do some offline service again

[4:08:51] to understand that. Um Now, for example, um let's say you have launched a new app, okay? Um If if like your behavioral data will help you understand analysis like um you

[4:09:05] feature about your app. So, for example, all these banking apps keep on upgrading their app visuals, right? Like for example, recently HDFC Bank has changed how their apps look like. Right? So, whenever you launch something new or

[4:09:19] anything of that sort, try to understand how people are responding to it. Right? as HDFC, when they created a new app, they would have they would be for sure tracking that, you know, how people are responding to this new features.

[4:09:32] Right? What are the processes the user How much for them to use it or is it very difficult for them to navigate it, okay? Are they engaging with that app or like, you know, they're not able to use cases?

[4:09:46] So, always this behavioral data will make you understand that if you're making any changes with your brand When When I say brand, it could be a brand could be your app revamp. But just see the process like how people are

[4:09:59] interacting to those changes. Okay? better way, I would say Again, the standard practices, you first

[4:10:12] understand what is your KPI What What KPI derives at the behavioral data is correct. Okay? So, what KPI Again, the KPI key performance indicator keeps on changing from brand to brand. It could be install for some, it could

[4:10:25] be app engagement to some, okay? See how engaging When I say map the series of event, that means how engaging they are with your overall website or app. You can create a tracking panel for them. Understand their unique behavior again.

[4:10:39] And if you find a very like good insight, let's say one of your Let's say there's some problem with the CTA and people are not clicking much on a revamp. You probably have to change the size, you'll have to change the

[4:10:54] toggle, the way it looks. So, this is what we mean we mean by effective you can use heat maps. We all know what is heat maps. We have Microsoft Clarity discussed in the last lecture. Okay?

[4:11:08] by the way, you can also analyze your app data. So, to analyze your app data, of your app, um what you have to do is there are some um how should I say? There are some tools

[4:11:21] that can help you do that. So, Adobe Analytics, AppsFlyer is the most used one, by the way. Um it So, whatever app install campaigns campaign? When you go to Google Play Store or your Apple Store. You know,

[4:11:36] when you search for any keyword, there are some promotions also which pops up. It's not every time the organic app name would be shown. Below up above that, you would see ads of some other apps as well. Okay? So, to to analyze how your

[4:11:49] app campaign has performed, one of the best tool is AppsFlyer. Okay? More than analytics. So, if you Google Ad is also helps you to track your app performance, but I always say AppsFlyer is the best in the market. Um then Adobe Analytics

[4:12:03] for app, I haven't tried. I'm a moment to comment. Uh a smart lock is again kind of a paid tool. You can check it out. Apple App Analytics, I've I've only worked on. So, again, I I can't give a strong opinion on that, but I've

[4:12:15] AppsFlyer's app Again, it's like your analytical tool only, but for app, basically. Uh better feature, best give you compared to your GA or Adobe Analytics for that matter.

[4:12:29] Let me learn Now, let's we'll go through e-commerce marketing funnel, guys. So, 1 second. Now, for your e-commerce, guys, um how do you set up your e-commerce marketing funnel? Okay? So, before

[4:12:44] uh we start, we all know what is a basic e-commerce funnel, starting from awareness to decision to consideration to conversion to retention. I think I've discussed this in the past. We all know this entire uh funnel. It starts with

[4:12:57] awareness, right? [snorts] Then people get interested, then they purchase, and then they repeat, okay? Now, uh um follow when they try to create this marketing funnel, okay? First is you

[4:13:11] identify your customer's journey, right? Try to map it. Uh we have seen this in Google Analytics where we were checking all the product performance. We have have already seen this in the demo account. But, um just a uh like a

[4:13:26] summary, first you need to map the consumer's journey, right? Basically, identify what are the channels that is giving you maximum maximum traffic to your product. Um what is the average number of user touch

[4:13:40] point? Basically, what does this mean? Uh interacting the most? Is it the page view like the product page or the add to purchase page or the checkout page, right?

[4:13:53] Next, um again, you have to again, you have to analyze funnel for each conversion stage starting from you create a plan to asking the consumer to buy your product,

[4:14:05] page, basically, you have to track the entire journey, okay? You also need to understand which is the point where the consumer where basically where your customers are turning into lead, okay? So, what are the channel which is giving

[4:14:19] you a better quality lead? Again, if you remember, we have seen that in the monetization report where we add a secondary filter of uh were seeing product performance analysis, then we saw that which channel

[4:14:33] purchases, right? So, it's the same thing, but like in a theory step. Um now, what So, there are different funnel strategies for each um pages on

[4:14:45] are the top funnel strategies for increasing traffic for the product page. your product page, okay? What are the strategies that you can apply? First that particular product page, right? Create a good keyword strategy, add all

[4:15:01] all the important keywords for that particular page, right? You can use social media token to specifically talk about that category or run some ads, you can do some influencers and affiliate marketing.

[4:15:16] When it comes to offline also, what you can do you can you like on your newspaper or any of thing that sort, you can create some catalog pictures as well. Nowadays, there are brands who are adding QR code

[4:15:29] as well, okay? So, if you're doing some offline advertising, you can do some celebrity endorsement in those ads. You can run some media rich ad me media rich ads are basically those animation related ads, okay? Animated or video ads

[4:15:42] which are shown on third party sites, okay? And again, lastly, you can do some activity, automatically the traffic on your product page will improve, okay? Next, um again, you have three funnel.

[4:15:56] awareness, consideration, and conversion, but there's another terminology for this which we call as middle funnel upper so sorry. Um middle funnel, bottom funnel, and after sales strategies, okay? So,

[4:16:11] is at a consideration stage. So, what consideration stage? Um do a very good email marketing, okay? So, share some product update, some blog post, or ebook

[4:16:24] Try to share them a detail how-to guide, right? So, try to educate them or communicate with them the exact feature of your product to the consumer. And again, try to make your communication as easy and helpful. So, um you know, you

[4:16:39] can create some FAQ question kind of a thing, okay? Apart from this, you can add a really good CTA. So, um which can make them, you know, push them to buy a you can add a feature to improve your lead qualification efforts. So, you can

[4:16:55] they're taking effort to fill that particular big form as well, that means particular big form as well, that means they're genuine customer, okay? And again, uh, as I said, smooth experience on your page.

[4:17:08] For increasing, uh, uh, you know, making sure your bottom funnel is great for any of your e-commerce brand, again, do some customized presentation for your client, advertise on white papers, give some free trials, trust me, works wonder

[4:17:20] wonder like anything. So, all those, um, Cred, Google Pay, you know, they give you a scratch card that, "Uh, buy a product for only 100 rupees." Or, "Uh, product for only 100 rupees." Or, "Uh, take a free demo." Right? Of gaana.com

[4:17:34] or charging but what what Perplexity did. So, uh, Perplexity in India, they that we'll give Perplexity for free for what? Entire 1 year, but now they have stopped doing it. So, people because the people got so much used to that AI tool,

[4:17:47] the subscription. Right? I'm not sure how many of you knew that Perplexity was kind of free, uh, if you use Airtel SIM in India, and then have to go and buy the subscription. And there many of people who will go and buy

[4:18:00] it because nowadays end-to-end everyone is using AI tool. study as well because that is a kind of a testimonial for your brand. If you study, how have you have improved any brand performance, that will impact,

[4:18:14] great personalized content. So, this will improve your bottom bot, uh, bottom When we talk about after sales strategies, basically, once a consumer the after sales service that one should do? Uh, ask them to give some referrals,

[4:18:30] bought the product, they can ever refer your brand to someone else. You can do some reselling, again, upselling and cross-selling. You can give them some reminders of of your new launches. And lastly, gratitude. Not every

[4:18:44] should be only about pushing your product for them like you know you product. You should be you should have that gratitude. So you know there many happy that you're a customer and we would want you to be with us in this

[4:18:59] might get such kind of emails from the brand. So that is more you know you are one of the consumer. And that really creates a good impact. It doesn't looks very pushy. It's very subtle way of doing a marketing. Okay.

[4:19:13] So you you have to use some subtle way as well is what we are trying to say. Um lastly, how can you get more conversion on some e-commerce offers? Okay. So if you want to boost your e-commerce conversion,

[4:19:28] few things that really works wonder. You can provide some live chat customer experience and a detailed product description. So if the better the service, okay, the better the chat service or the better the product

[4:19:41] easier for the consumer to take the next step. Okay. Again, send the abandonment cart email. So abandonment cart email is you added buy, they'll send an email saying that okay for you we have given like more 10%

[4:19:54] the product. You have to optimize your website for mobile device because we all know most of the traffic for e-commerce if depend if it's a if it's a e-commerce with which has furniture and all, people

[4:20:07] better experience. But if you are a brand like a clothing brand with a low AOV and all of that, most of the traffic comes from mobile. Okay. Try to do some to understand okay you know what is the page for which people are responding

[4:20:21] more. Like what feature is that like you can AB test with different feature on different pages to understand which feature you should keep retained on your Um You can you should also use some high

[4:20:33] quality images and video. Trust me a brand would consumer would judge you if they see very pathetic video shoots or a picture shoot because that's your first risk that. Um again, some personalization. And

[4:20:48] lastly, you should show uh the review uh of your consumer. You can also send um it could be a video testimonial, it could be a text testimonial as well. Whatever feels well, you can do it. But overall, if you do follow all the steps,

[4:21:02] it will uh improve your overall e-commerce marketing funnel. e-commerce marketing funnel. Okay? AB test Syed as in let's say you have an e-commerce website, okay?

[4:21:17] So, let me explain this way. do, they always AB test with this banner, okay? So, when I say AB test, you can you can create a version where you'll create different different banner

[4:21:32] to see which for which one people are interacting more. For example, is this banner working more? So, if yes, then that that could be majorly because of that uh pricing thing that we saw that you know, it's getting for 1699. So,

[4:21:44] when we say AB test, create keep on changing your website frequently to understand how people are reacting to it or how people are interacting to it. let's say and and what you can do, let's say okay. So, uh let's say this

[4:22:01] do when they when they can make some changes to their homepage, they can make some changes to their category page. And they can run two separate ad. From one the second ad, they can take them to the category page. And they can see for

[4:22:16] responding more or having a better interaction. interaction. Right? So, for this, you can't do any practical implementation. You have to give

[4:22:31] suggestions to your web developer, okay? So, if you're making a if you like ask your web developer to do this feature, that feature, and then in your ad, okay, try to test it out. Basically, for one ad, you give a you give a direction to

[4:22:43] home page. For a second ad, you give a direction to product page. page is performing well for your ads. adding different features to your website and test out through your ads

[4:22:55] that from your ad when the user comes to A page and from your ad if a person goes engagement. So, website you can't make the changes, you can give recommendation to your developer, but from ad level, you

[4:23:11] are the one who will control, right? On which page one should go to.

[4:23:28] now we have already discussed what is bounce rate, but let's just try to understand this in a very detailed way that because people get always get confused between a bounce rate and an exit rate, okay?

[4:23:40] Uh Let me make it easy. So, how do we differentiate between bounce rate and exit rate is something interview question, okay? Um

[4:23:59] very easier way for you guys. Um So, first thing, bounce rate would ideally for uh is that, you know, when we say it represent the percentage of visit in the

[4:24:13] said, how many people clicked and they came to the site. came to the site. Sorry, guys.

[4:24:25] of basically um how much percentage of the visit is from the session. clicked and came to the site. when I start a session, that means that like like the first session I started, okay? Now, your bounce rate will only get

[4:24:37] entering page. Okay? What do I mean by the exit from Okay? What do I mean by the exit from the entering page? Basically,

[4:24:53] back. This is what we call as bounce rate. Okay? What is exit rate? I clicked on myntra.com, I clicked on home hand and face page, and then I I

[4:25:08] closed this tab. This is what we call as exit rate. So, when I say for bounce rate, this line is very important. It gets registered if the user exit from the entering page. Entering page as in from the page that you entered the site,

[4:25:22] if you bounce back from there, that is called as bounce rate. entering page is an important keyword over here, okay? So, you came to a web

[4:25:38] from from whatever link you came to that site, if you exit if you leave from there, that is what we call as bounce rate. But, exit rate is basically, you might go to other pages on that particular website, and if you go back

[4:25:50] rate. So, again, I'll just try to show this to you. I came to myntra.com and I said back. This is bounce rate because I exited from the page where I visited. So, I exited back from home page.

[4:26:03] Right? I left from home page. The page The page that I visited, I left from there. This is what we call as bounce rate. Now, what is an exit rate? If I go to a beauty page, and I go to conditioner, and then like I go

[4:26:18] So, that is what we call as an exit rate. Exit rate is basically, it is independent of the user's last activity. Okay? So, in bounce rate there is only one page visit.

[4:26:32] One page visit as in the page from which you entered the site. Okay? That is and you bounce back. So, you have just visited one page, but in exit rate you visited one page, but in exit rate you might have visited more than one page.

[4:26:47] Guys, you are understanding what is the difference between a bounce rate? rate. Krish, if if they have spent some time you won't you won't call that as a bounce. Bounce means like in few seconds. When I say few seconds like two

[4:27:02] from the page they have entered. That is what we call as a bounce rate. page only. You haven't You haven't went So, the main key difference between a bounce rate and an exit rate is in

[4:27:16] bounce rate you entered let's say you went you clicked on the ad, you came to the home page and you went back only from that have only interacted with one page on that site. But in an exit rate what will

[4:27:30] happen? You'll enter to that page. Okay? There you will go to any other page on that website. Okay? And then you'll come back. That is what we call as exit rate. So, in exit rate you will be interacting with more than one page.

[4:27:44] Did you understood the main keyword? Everyone? In bounce rate page you're entering from there only you're bouncing back. But in exit rate the page you're entering and then from there you're going to multiple pages and then you're

[4:27:58] just interacting with one page. In exit rate you'll be interacting with many pages and then you'll come back. Yes? No? Guys, this is your keyword. There's only one page visit in bounce rate. In exit

[4:28:11] one page visit in bounce rate. In exit rate there are multiple page visit. like a very confusing question that a interviewer tend to ask. That was it

[4:28:23] What is the difference between a bounce rate and an exit rate?

[4:28:39] Again, what does the bounce rate depict? It will depict a lack of overall engagement, okay? Now, exit rate kind of depict that there's some issue with the web page. Why? Because that person has already visited many other pages on that

[4:28:51] problem with the web page, not not with the engagement. Engagement issue is with just visited your home page and they just home page or any any other landing spend some time and they went back. So, the problem is with the engagement, but

[4:29:06] issue with the web page is what we're trying to say. Okay? Again, your bounce rate higher the percentage of bounce rate, that means le- lesser the engagement. So, you

[4:29:20] should always try that your bounce rate percentage is less, okay? You can't work on your exit rate because exit rate is not in your control, but bounce rate is not in your control, but bounce rate is in your control.

[4:29:37] Total one page visit, okay? And total visits to the website. So, very clear. And to calculate your exit rate, you have to take number of people who exit

[4:29:49] the website divided by number of number of views received, okay? So, the again, the main keyword is your one page visit over here.

[4:30:03] for bounce rate, okay? So, you should know what is the percentage. So, if your bounce rate is between like 64 to 40, it is good. is good. Okay? Like But, if it is like

[4:30:18] how should I say higher than 70% that means you need to fix it. anything that goes above 40 is like you know it's an it's an alarm for you that

[4:30:30] So, obviously as I said lower the bounce rate better is for better is your user engagement with your site. But anything that's if if it's if it touch 50, that means it's an alarm to for you guys and if it goes above 70 then it's a

[4:30:45] fix it. Okay? So, it will basically higher bounce rate is usually there when one is like you're redirecting them to a wrong page, okay? Or you're miscommunicating like you know

[4:31:00] website shows something else. That is also one of the reason. Or there times UI/UX is not great. So, there could be multiple reason of a higher bounce rate, okay? Now, for every kind of a page there's a like a landing page can have a

[4:31:14] bounce rate of 70 to 90%. Blogs can also have a have a bounce rate of 70 to 90%. E-commerce site should have a bounce rate lesser because see e-commerce website has multiple pages. So, ideally

[4:31:27] person should go and engage instead of just coming back. Right? Again, content website can have a benchmark of 40 to 70. If you are a lead generation page, 30 to 40. If you are for desktop, it can be around 40. To for mobile, it should

[4:31:42] be around 16. So, this are like some benchmarks. If you exceed that you should have like it is not like you have to you should have between 70 to 90, but try to like have below that. It's just that most of the time it's

[4:31:55] difficult to control the bounce rate of landing page and blogs. Because blogs why I'll tell you why. Blogs is like a very big written content, right? So, people find it very boring to go through it.

[4:32:07] Right? Even in landing page it depends if you're taking them to a bad landing page, it's not in your control. But if you're taking them to a sections, which has so many categories, ideally a person shouldn't bounce back.

[4:32:20] site. Right? So, you can follow this benchmark as a guideline. Next, how to reduce your exit rate and bounce rate to make sure your bounce rate is less,

[4:32:34] again set realistic expectation, very important. Don't give false expectation to your consumer that in your ad you're saying flat 50% off. When they go to the site, there's no there's no there were no there's no close to 50% offer. That

[4:32:46] expectation or they're or you're manipulating them. Okay? Don't attract any irrelevant traffic. Okay? We have to track attract only relevant traffic. That means um let's say you are a finance company,

[4:33:02] but you're targeting those who are interested in entertainment. It's a Right? Again, create multiple landing page because you can test out and improve your usability. Basically, um you know,

[4:33:17] grammar error. Your content should be good. The UI UX should be good. Again, if you make sure if these things are fixed, your bounce rate would be good. Like it will be on a lower end, okay? Uh again, have a proper organized layout as

[4:33:31] I said like how structure your website did again part of UI and UX. Improve your page load time. So, if your website load time is very high like it is taking 1 minute, people don't have patience to wait even for 2 to 3 seconds. So, you

[4:33:43] have to make sure that the page load time is very less, okay? And please don't give any irritating pop-ups, very important. You might have yourself a website and it is giving lot of pop-up, it's very annoying.

[4:33:57] shopping for e-commerce brand, it is a big no. Please don't give any random pop-up. It disturbs your experience. If it's a blog be still ignored, but if you're in you're at the stage of buying some

[4:34:10] other things and imagine those pop up pop up pop ups are appearing appearing, pop up pop ups are appearing appearing, right? You wouldn't be okay with it.

[4:34:22] rate, um you can create some exit surveys, okay? So, if you create some surveys, it will help them to retain more like it usually it has been seen and that will help them to retain more than 50% of the visitor. Um again,

[4:34:37] no pop up, you know, you can redirect visitor to some other similar products. Um have a good call to action button, right? And lastly, do some maybe testing with different features on your pages. So, again, all this thing of with with

[4:34:50] and exit rate, guys, it's not in your control. I would say it's more in your control. I would say it's more in your um one who'll execute, but uh you should know like what is a good landing page,

[4:35:05] what is a bad landing page. You should learn your again, you should be like how The more the ads that you run, the more the pages that you check that give know, okay, this is a good page, this is a bad page. So, to learn this, you'll

[4:35:19] multiple pages, analyze different brands, different pages, okay? That's Like this is what I have learned on understanding how how what what makes a page good or what makes a page bad. I used to run a lot of ads. I used to

[4:35:34] analyze, okay, what are the features that they have they have added that my website doesn't have. And I used to not copy, but I used to take some guide my developer that, you know, try to make all these changes and see if

[4:35:46] that improves our website performance or not. not. Clear? Guys, am I clear with exit rate and bounce rate?

[4:36:04] front of you guys from scratch. So, in case you guys are working for any scratch, how one can do it is something I'll try to show. Okay?

[4:36:19] show you the setup on two sites, okay? One is of that if you have created a website on WordPress, how you can set up Google Analytics. Second, there's also one platform called as Google Site where you can create a free

[4:36:31] website, okay? So, there also I'll show you how to set up the Google Analytics set up a GA account for a WordPress website and for a Google Site, okay? If If you have a coded website, guys,

[4:36:47] website as well, what can be done is there's one tool show you how Google Tag Manager also works, okay? So, let just first let me show you for WordPress and then for this and then I'll show you for one more,

[4:37:02] okay? So, for WordPress, guys, whenever if your website is been created on WordPress, the first thing you should do is Let me Okay. So, I'll just deactivate

[4:37:25] I hope this got deactivated. Google Site Kit So, guys, I'll try to create a account from scratch again. How to create a

[4:37:39] scratch? Go to Google Analytics. This time we'll do the entire process everything, okay? So, you have to go to Analytics tool, okay? Get started. I'm doing this for my family business website. So, you guys

[4:37:54] future. I'll write the name of my company, okay, over here. Um I can just stick on to all these things that I want. Property name should

[4:38:08] things that I want. Property name should also be my company's name. India currency because I'm I'm residing in location, please make sure you change this, okay? This is

[4:38:24] business and industrial. It's a small company. Okay, I I can choose all these objective that I want to generate lead. I want sales. I want web. I want some engagement, okay? And if any of these

[4:38:36] objective is not mentioned over here, you can say other business objective as well, okay? Say create. Um Um Agree to their terms and policy.

[4:38:58] Please pay proper attention. Here I'll give my website URL. give my website URL. So

[4:39:10] I'll put that over here. Remove the HTTPS because it's already there. Now, account, guys, please make sure this is enabled enhanced manage- measurement. So, what it is trying to say that once you give your URL, it will automatically

[4:39:24] by default, okay? This is a default setting that they'll start tracking what page people are visiting, how people are scrolling, if there any clicks, right? video, or if there's some interaction with the form, all of this will get

[4:39:38] automatically tracked, okay? So, keep this enabled because we want that. Now, site name Again, I'll put that and I'll say create and continue. Okay? Now, here, I have to go inside my

[4:39:55] website. Go to this arrow. Now there are different ways to put the Google Analytics code, okay. website is made on WordPress, you can choose this option. If your website is

[4:40:11] coded website, then you have to choose this option of install manually, okay. I'll show you how both of this option can be used. I'll show you the first one common way people create their website, okay.

[4:40:25] So for WordPress, I'll say next over here, okay. And now what I have to do is here. Also for WordPress, there are plugins that can be installed as I have already mentioned in the past. Plugins act as like the way you have apps in

[4:40:39] your phone to use different functions. Same is the use case of plugin. Imagine plugins will help you like how you have Google Play Store to install different apps. Similarly, plugins is one of the section in

[4:40:51] different plugins to help you make your job easy when it comes to your website creation or adding some features, right? So there's this plugin and I'll go here to add plugin. So this plugin name is

[4:41:06] Google Site Kit, okay. So you can go to add plugin in your WordPress account and you can say

[4:41:23] Google? So I'll say install this. I hope so far you were able to I hope you have understood so far where where where we have reached because I can't go back, okay. So any of the part that if you're not understanding, feel free to

[4:41:36] you're not understanding, feel free to stop me there and there itself, okay. It does take some time to install, so let's just wait for that.

[4:41:52] Okay, and then you have to activate this. Okay. So,

[4:42:10] once you activate it, you can go to that particular

[4:42:25] So, I'll go to this setting for that particular uh thing that I've installed, okay? Uh okay, it's showing already connected, but by the way, if you want to reconnect this, okay? So, now for me, it's already

[4:42:38] connected, but I can edit it, okay? So, let me account, okay? So, now if I want to connect this again, what I'll do is

[4:43:09] I'll say set up analytics again. Okay.

[4:43:21] so this ID, okay, and the account I've created for this, it is getting matched over here, okay? How to cross-verify that? Can you see this ID? N1S8WKJPJRM

[4:43:37] when I give this name, because I See, what you have to do for the that account and whenever you create your WordPress account, make sure you're automatically the detail gets switched. Okay? You don't have to do anything else

[4:43:50] over here. You just have to say complete setup.

[4:44:02] So, basically, my Google Analytics has been set up. It's done. The setup is follow they have given you the step that what plugin to install, how to do it. So, it this it's the same step that I've showed you. Okay? Now, there's other way

[4:44:16] Um like if if you're By the way, if your website you have created on this tool called as Google Site, okay? So, what is Google Site? Again, it's it's like a free tool which

[4:44:28] allows you to create a free website, okay? I believe for your capstone, okay? have to create like a dummy page on Google Site and then connect Google Analytics for it. So, in case if you're creating a website on Google Site, it is

[4:44:41] for it, okay? Uh what do you have to do? You have to search for Google Site and you have to click on create your first site with Google Site. Say create a site, okay? So, go to this page. You can create you

[4:44:56] of that sort, okay? So, let's say I want to create my portfolio page. to create my portfolio page. I can go over here. can create this page. It's it's like your Canva where you can plug edit

[4:45:10] everything. Like if you want to add more page like you want to add more home page So, it's like your Canva where you can edit things, okay? You can edit this. You can remove this picture. But, how to set up the Google Analytics for Google

[4:45:22] Site? You just have to go to the setting bar, okay? And you can see an analytics And here, okay? You have to give your measurement ID. Now, what is a measurement ID? This is your measurement ID, this.

[4:45:36] So, you just have to click that, give it over here, and done. Okay? So, just in case for your capstone, if you're required to create a website, you

[4:45:48] can create a free website on Google site, okay? And for that, if if if the Analytics account to that free site, this is how you do it. Same procedure, everything is same. It's just that instead of WordPress, okay?

[4:46:02] Once you give your website URL, they will give you this tag ID. You can copy this tag ID, go to your Google site, and give it over here.

[4:46:17] Sayed, that in free See now, even if your website in the free WordPress Analytics account without the help of plugin, okay? But it's very complicated code. So, basically, you'll have to edit the

[4:46:31] entire theme of your site. So, I don't recommend that. So, what you guys can do in in your capstone, if it's required, create your website on Google site it's very easy. I mean, it's not complicated. You just have to go to

[4:46:43] setting, go to analytic, give your analytical ID. That's it. You can do it even for a free WordPress website. You can set up of plugin, but it's just that it will change the like you'll have to manually

[4:46:59] edit those code, okay? And I don't recommend that. Even I can do it, but the reason Okay, so I'll tell you where exactly it's been done, just in case if someone is interested. So, you have to go to your appearance and theme, okay?

[4:47:11] theme, like this is the theme that I am using right now for my site, okay? So, I can go there, I can say customize.

[4:47:30] header, and there you have to give give those codes and all. So, I don't recommend that because again, for at least for me this website has been created with lot of efforts. If I make some changes with the coding, it might

[4:47:42] want to do that. Hence, I use the plugin, okay? In your case, if it's been do one thing, don't create a WordPress website, create it on Google Site. Much Analytics account there. Okay? Don't create it on WordPress.

[4:47:58] WordPress I've just shown you for your future reference. In future, if you're you do this? Okay? Okay? So, I'll just close this.

[4:48:13] will stay intact, okay? I don't want this ideally because I'm anyways using this measure measurement ID for my WordPress website. So, I have just removed it from here, okay? If I want to create a Google Ads Google Analytics

[4:48:26] create another Google Analytics account, and I'll get another measurement ID code code that I've given to WordPress site and the code I've given to portfolio site shouldn't be the same, right? I can't use the same measurement ID for

[4:48:40] my WordPress website and for my Google Site. It is it it should it is then the There'll be problem with tracking. So, what I'll have to do if I'm creating WordPress and one for Google Site. So, for Google Site, I'll create another

[4:48:54] from that Google Analytics account, whatever tag ID like this I get, I'll put it over here. Okay? So, hence I've removed it right now because I've anyways used it for my WordPress account. Okay? So, I have set up my

[4:49:07] account. Okay? So, I have set up my Analytics account. front of you guys, it will take some time to collect the data, okay? If you

[4:49:19] for your website. If you have installed tag more than 48 hours ago, make sure I've just set up it right now it will show me this error because it will take at least 48 hours to start reflecting the data, okay? But at least after 48

[4:49:35] hours, guys, when you So, because for me this is done, I'll go to my home. Like after 48 hours, please come and check your real-time report, okay? Right now, my real-time report won't show any

[4:49:49] reflect. It will take time to get connected, okay? But by the way, on my WordPress, I will see the performance of my site.

[4:50:07] So, it is showing me some data like last 7 days and all. But on the analytic, it will take some time to reflect. So, check check your analytic account after like 1 day, at least 24 hours or 48 hours after 1 or 2 day, come and check

[4:50:20] not. Okay? Just one more thing. Um Analytics for my my WordPress website, right? So, it is also my job to cross-verify if it's been placed properly or not. So, what I'll

[4:50:34] do, I'll go to my website and I'll use this Chrome extension called as Google Tag Assistant. It will if the Google Analytics code reflect over here, that means, you know, the code has been set up. So, I'll just check this once. Can

[4:50:46] Right? My Google Analytics code is is reflecting. It's the same ID, right? KPJRM. So, I'll check it over here if it's the So, I'll check it over here if it's the same over here in the admin part.

[4:51:05] connected. But as I said, it will take some time to But as I said, it will take some time to reflect the data.

[4:51:17] Did you guys understood how to connect your website to Google Analytics? might have to do it for for your capstone.

[4:51:31] Okay. Uh Analytics account, guys, as I told you, there are few settings that you should change in your GA account, okay? So, now for my this account, there are few

[4:51:44] setting that the first setting change that I'll do is with respect to the session duration. You remember the default If you remember my past lecture, I said that the default setting in Google Analytics says that

[4:51:57] one session would end after 30 minutes of inactivity. So, it's a very big time period that has been set by Google Analytics. Ideally, I should go and edit it, okay? So, that's the first thing that you should ideally do. Please

[4:52:09] always go to your Let me just show you. So, you go to your data stream. Again, go over here, and there's an option to configure your tag setting. Can you see over here? So, go to con-

[4:52:21] configure tag setting. And And once you say configure to tag setting, uh show more.

[4:52:34] See, adjust session time out. Can you see set set how long session can last? So, when you go there, see, right now what it is. Can you see 30 minutes of inactivity? Adjust session time out, okay? A session is initiated

[4:52:49] when an app is open or foreground or when a web page is open. A session ends after a period of inactivity on the part of user. The default time out is 30 minutes that can be adjusted. So, I have to make sure I change this. I will give

[4:53:01] around 5 minutes, okay? So, if the person is not active on my website, person is not active on my website, after 5 minutes, my session should end. Make sense? You can also change engaged session timing, okay? Engage session.

[4:53:15] and engage session? Session would mean that the yes, the person has landed on come to the site, my session has started, okay? Engage session means that they're hovering around. Right? So, for engage session as well,

[4:53:31] they should This is correct. 10 second is fine, okay? So, what you're trying to say that my first like if anyone lands on my site, okay? Sorry, guys, for the background noise. So, if someone's land on your site,

[4:53:45] um how should I say? They go to another the site and now on my Google Analytics. If I don't come back to my site in 5 minutes, my first session should get ended, okay? And then if I come out come

[4:54:00] to the site after 5 minutes, the second session would start. Right? If I come back to my site before 5 minutes, the first session will keep on continuing. Same for engage session, if I don't show any engagement on my site in the next 10

[4:54:13] second, my first engage session would get uh you know, closed and the second engage session would get started. So, I'll just save this that I'm giving a session time out of 5 minutes and engage session I'm keeping 10 second.

[4:54:26] setting up your events. Now, you something that you are the one who will set up, okay? Right? You I hope you guys account. I'll open the demo account also

[4:54:39] side by side so we can compare and we can cross-check. I'll close my WordPress back end. I think I should Okay, let me just close it. I don't need it anymore. I'm

[4:54:53] to check few things side by side. very quickly. So, now

[4:55:08] if you remember the demo account had uh event and key event, okay? Like I I'll just go to one of the report to just quickly show. report. This is a demo account and this is the account that I've created. Now,

[4:55:22] here you remember there was this event count and key event, right? And I told create. It doesn't get created automatically. You are the one who will create all this, okay? So, now how to create this event and key event? You go

[4:55:37] create this event and key event? You go again back to your admin. Okay? And there you'll see this option of events. Can you see this? So, go there. Create your event. Okay? Now, here there are few events

[4:55:52] which is in dark gray? This was something that I created. There's one event that GA has created automatically for me, which is created automatically for me, which is for purchase, okay? I can Let me just uh

[4:56:05] unmark. I don't want this to be a key event. So, okay. Whenever you create an event, if you want to create a new event, always

[4:56:18] event, okay? Give a name to that event, okay? Now, for my website I don't know what key event I should create. Let's say contact us, okay? So, I want to create

[4:56:33] >> Sorry. >> [snorts] a person um you know, comes to my contact us page um and once they give their detail, I should uh How should I say? I should

[4:56:48] give a hint that the person has submitted the form, okay? So, basically submitted the form, okay? So, basically I'll just write like some dummy numbers.

[4:57:05] Give me a second. Jigs, okay. Jigs at the rate because I want to go to that landing page, hence I'm just giving that landing page, hence I'm just giving some detail.

[4:57:25] Company name, Jigs, let's say industry. Okay, NA, and I'll say send message. create an event for submit form, okay?

[4:57:38] Or let's say contact us. That how many people have submitted the form from contact us, okay? Now, it's up to you. Do you want to call this as an event or a key event? Okay, I told you. So, if you if this is

[4:57:52] a key event for you, turn on this toggle. If it is like a normal event that you usually have on your site, like any in random interaction, then you turn Let's say you are creating this event called as how people have scrolled,

[4:58:05] automatically tracked, so ignore that. But you're creating an event of how many people have went to my product page. So, that's not a key event, right? Like it's to turn on this toggle. But for me, the contact us thing is very important, so

[4:58:19] this as a key event. Okay? Now, because here it's a lead generation thing, I don't have to give any value. I'll say don't set a default key event value because it's lead generation. But

[4:58:32] if it's an e-commerce, please choose this option. Okay? So, I'll say don't set a default key event value. Counting method. Now, how I want to count this called as once per event, there's something called as once per session,

[4:58:45] okay? Now, once per event says count an event as a key event every time a user interaction happens. And once per session says count an event as a key event only once with a particular

[4:58:57] session. I would say always once per event because anytime a new user come and interact and go to my contact us page, I want that to be tracked, okay? So, I'll say once per event, okay? And then lastly,

[4:59:09] here you can choose create without a code. So, I'll say my website name. I'll uh this is. So, it's like more of like a form submit. And what page they visit uh So, I can just say now I don't have a page created for this. It's a pop-up

[4:59:26] ideally, okay? So, once I create the page, let's say this is only page that I have. So, I have to I can give the URL to this contact us something on those line and I can say

[4:59:39] create. Okay? You can do this with the help of code as well is what I'm trying to say. So, I've created like contact us thing. Am I clear? I can edit it later on as well. I can change the counting method.

[4:59:53] I can change it from one one per event to per session. I can go over here and check give a value as well. I can go over here and

[5:00:06] If I want I don't want to call this as an key event, I can say unmark this as a key event. So, when I when I unmark it as a key event, it it won't be shown These are some important things that you should know. Hence, I'm just trying to

[5:00:19] show it to you and it might get asked for your caps on as well. So, please pay attention. Now, there's something called as audience creation as well, okay? So, now see can you see there are two audience which are default been created

[5:00:32] by Google Analytics that all user like all the people are coming to the site purchaser like who have purchased in the last 50 day. Now, let's say I want to create a different kind of audience, okay? So, I can say new audience. Now, I

[5:00:45] want to create like a custom audience, okay? And I can add some condition. Now, condition could be let's say

[5:01:04] I'm just checking like it it's up to you to be very honest. gender. Right? Like I want to create a specific audience for a gender. Again, I can give some triggers over here if I would

[5:01:18] want to. If I want, I can add some more conditions over here, but I don't think for your uh caption they'll ask you to create audiences and all. I'm just personal reference, okay? I can put a filter that gender should be let's say

[5:01:33] audience for female thing. Okay, can you see? So, I'll create an audience that I want to see okay how specifically the female audiences have been interacting on my site. Make sense? So, if you want to create

[5:01:49] an audience of people who have done add to cart. I want to create an audience of page. I want to create an audience of those those uh

[5:02:02] I didn't save it. Wait, we can do it again. So, firstly we'll give a name. We can call them uh

[5:02:16] tracking for female audience. I can say that. Here I can set demographic, gender, add a filter is one of them is female. Time period as per their last interaction and I can say save.

[5:02:30] Can you see it's here? So, in case this audience thing is very client would tell that okay, let's just specifically track how many people are doing add to cart. Let just let's create an audience group of how many people

[5:02:43] have not interacted with us in the last 10 days. So, if you if they ask you to to go to the audience section to create that data. that data. Clear?

[5:03:09] Now, last part of your Google Analytics account creation, one more thing that you guys should know. Uh just give me a second. I'll try to

[5:03:23] So, can you see there's something called a segment, okay? Now, for segment, there created, like mobile traffic, organic traffic, paid traffic, tablet traffic, web traffic. If you want to create a segment, like you want to create a

[5:03:37] segment, like you want to create a specific segment for, let's say, created all the kind of segment. Like, can you see the default one has direct traffic, there's organic, there's paid as well. There's mobile, web, and tablet

[5:03:51] create one, but let's say, in case your client ask you to create some segments, you can go over here, okay? Now, what kind of segment you want to create? Do session segment or an event segment, okay? It's up to you. Uh there are some

[5:04:05] options also they have given, like some there are some templates they have given Uh let's say I want to create for an event, okay? I want to compare an event, say my event should be

[5:04:19] session start. I can add some parameter for that, for that, if there's any. like I can give a name to this, that this is like a session start one. Okay,

[5:04:32] so segment is more uh created for your comparison thing, okay? What do I mean by segment here? Like, can you see here the comparison thing that we can do is for the segments. See this. Can you see? So, the default one has all

[5:04:46] more segments and you want to compare over here in your chart. Like if you clients the reports and you want to show them. Now here because the default option only has this direct organic paid and mobile web tablet, but let's say you

[5:05:01] want to show your client a comparison of um two event add to cart and purchase or let's say add to cart and wishlist. Then right? Because it's not added in the segment. So in that case you can create

[5:05:14] a customer a segment of events or whatever of your choice and then here in the comparison section you'll be able to add it.

[5:05:28] So uh for your capstone they might ask you to let me just put it in word.

[5:05:40] First thing you might be asked to create a Google Analytics account. site, okay? Website I would always recommend create a free one on Google

[5:05:52] site, okay? Because it's easy to set up the analytical code. Then set up the the analytical code. Then set up the analytical ID or code, okay? Then you events. You should know how to create an

[5:06:06] for all these audiences to advance segment, okay? That's all. And lastly the session duration. These are some basic settings that we fix on a Google Analytics account and then we started we start using

[5:06:21] Google Analytics account these are the things that you should do things that you should do at the beginning.

[5:06:43] have done enough of uh I'm just checking for each part of your capstone so that we don't miss out anything.

[5:07:17] Now, guys, uh your capstone will also have uh so, your capstone would also ask have uh so, your capstone would also ask you to read the reports, okay? And give some report analysis. So, I think I've already given you a practice on how to

[5:07:31] read your engagement report, how to read your demographic report, how to read your retention report, how to read your real-time report, how to read your monetization report. We have covered all the reports, but just please make sure

[5:07:43] for your capstone, they might ask you to go to the demo account and, you know, give some insights from acquisition, engagement, monetization, real-time, user. So, take a brush-up of this. I've already taken like one entire day to

[5:07:56] show you how to read all these numbers, how to analyze the numbers. I won't reiterate those things again, but just just like a heads-up that you would you just like a heads-up that you would you might be asked in your capstone to

[5:08:08] read, analyze,

[5:08:33] acquisition, uh monetization. User and tech. We have done enough practice, but please Okay? If you know this much, I think we'll be

[5:08:48] able to do well for your capstone, okay? So, I think I've already covered this. I won't go through it again. Now, there's a case study that we have to go through together. So, let's get started with the case study. This case study is

[5:09:00] of this you know, a company called as Watchfinder. And what this case study is all about to understand how what is the role of web analytics in you know, today's marketing world for this

[5:09:12] particular company, okay? So, Okay. Okay. Now, there was a thing that this company

[5:09:24] kind of they saw that you know, they have seen like an ROI hike of 1,300%, Why? Because they use Google Analytics and precision remarketing. Now, how they were able to do this, okay? So, this this particular brand

[5:09:39] what they did when they set up their Google Analytics account, okay? They kind of push the user or they try to kind of push the user or they try to entice the user to visit their site

[5:09:52] their purchases, okay? They also promoted traffic to their brand new So, again, how they were able to do this? Because they track their data on GA, right? Once they created the site, they track that,

[5:10:06] okay, what are the location where people are reaching more on our site? Why? What a drop down, right? So, when they were able to track all of this, let's just create a goal. The first goal was they wanted the users to come to

[5:10:20] return there and complete their purchases. Also, they wanted people to go to check their offline store as well, okay? Now, their target base and what was their approach? The first thing was their

[5:10:33] target base was people who visited this website, so website visitor, okay? Now, uh they created an audience that the way I created the audience right now on GA account, they also created a

[5:10:47] audience which consisted of a list of people who showed some intent, but they didn't purchase, okay? Now, what how what what how you can create an audience like this? What you can just clearly see over here in GA, you can go to your uh

[5:11:08] Now, there are different way you can create it. Can you see? Recently active, 7-day inactive user, registered user. If it's for online sale, okay? Can you see? Can you can create an audience of cart abandoner, item viewer, high-value

[5:11:21] purchaser, wish list user. You can create all of this audience. So, uh what this brand also did, they created an audience of people who visited the site they had shown an intent, but they didn't purchase, okay? And then, uh what

[5:11:33] um created group according to at what stage of user journey they are, where do they reside, their language, and their behavior, okay? When they created something like this, when they started

[5:11:46] tracking all these patterns, this brand was able to achieve a 1,300% of ROI. Their AOV increased by 13% almost. They decreased their cost per acquisition by almost 34% because they did a lot of

[5:12:00] remarketing campaign. How they were able to do the remarketing campaign? Once they created an audience of um people who visited the site had an intent, but didn't purchase, they understood which what is that audience size, they divided

[5:12:13] that, and they did a they they did precise remarketing to them, okay? So, the advertising would be different compared to some some who might be okay? And lastly, um

[5:12:28] again, like the whole point when they did was that they were able to enable the remarketing plan in a more precise way. They were able to invest that particular money that they spent on remarketing where they integrated Google

[5:12:40] Analytics along with it. So, what many brand do, they create their audience in Google Analytics and also in Google Ads, and they merge both of them. And then they run ads. Because see, if I By the way, you can transport this Google

[5:12:52] Analytics audience data to your Google Ads account as well. Okay? So, when you will go [snorts] here to your um admin section again.

[5:13:04] will happen once you link your Google Analytics account to your Google Ads, the Google Analytics account automatically gets fetched in your can select that audience and run a remarketing uh campaign for them. So,

[5:13:17] particular brand did. They created very customized audience on the GA account. They imported They basically connected the Google Analytics account to their audience they were creating in Analytics, they pushed it to Google Ads,

[5:13:30] and just to that particular audience they created like a very specific remarketing campaigns. Make sense? So, you By the way, this is what every brand should do. When they create their

[5:13:43] merge it to your Google They should defaultly merge that to whatever audience you are creating over here, you can use it to your Google Ads account. By the way, you can't do this for any other platform. Like for social,

[5:13:57] an audience over here, and then you want to use that audience for your Meta Ads, you can't do that. It is only possible for Google Ads. And if you're running some programmatic advertising campaign, you can connect it to DV360. So, any

[5:14:09] property of Google, okay? Any ads platform of Google, you whatever audience you have created over here can be fetched to that ads DV360, uh

[5:14:22] So here these three platforms are ad platform Google Ads display video 360 and search ad 360. Search ad 360 and display video 360 falls into programmatic advertising. Google Ads is like your normal search

[5:14:36] marketing platform. So what will be understanding is you know what are some different features of this behavioral pattern the platform for it to understand you know how users are behaving. What is

[5:14:51] functionality? And there's one kind of report also that we'll try to understand quantity report. Okay. Now to do this uh Crazy Egg is as I I think I've already

[5:15:04] discussed what is Crazy Egg. Crazy is one of the tool that many brand use to user, okay. So So this kind of tool will kind of monitor

[5:15:17] track visitors who are clicking on the on on their screens, okay. So from my side I we did set up Microsoft Clarity if you guys remember. I don't think I've got a lot of data

[5:15:31] traffic, but we can just check once again. I think I told you guys to give me a reminder of this. None of you did this. I am just saying now thankfully I this. I am just saying now thankfully I could remember.

[5:15:49] account. And okay. There's a new version. Let's just update that.

[5:16:03] Crazy Egg also have similar feature. First one is conversion opportunity. This tool will help you identify some poorly performing areas of your web pages, okay. So basically you can go and fix it. You can do some side-by-side

[5:16:17] analysis, basically you can see heat maps, basically you can see where exactly people are you know spending time on your existing web pages. You can do some device-like analysis, okay? So

[5:16:31] you know, you can divide data of user based on from different website different devices they have visited. You can also do some web page element analysis, you can analyze okay, how

[5:16:44] actions are performing for your site, okay? By the way, this is how the there's also one more platform called a snapshot is kind of a feature of your CrazyEgg tool, okay? And it will give

[5:16:57] a view of the click behavior on specific part of your web pages. Again, if I have to to extend this. I can only zoom it like this. Give me a second.

[5:17:12] So, it will show you a data like okay, you know, um well, how much revenue you're getting, what is a like, you know, how much time you're able to retain the user to your to your

[5:17:24] site. So, this is like, you know, one of the feature that the report has. Now, this can has a different kind of features. First one is

[5:17:38] scheduled, okay? So, snapshot can be scheduled to start tracking at a later date and time. You have something called as happens is when it is at an active state, when this

[5:17:52] state, it will start collecting the data about your website visitor and hence Then, there's something called as a completed stage. This is like a third stage where it will show a display that you know, the snapshot has been paused

[5:18:06] or when it doesn't when it is not no longer able to track the visitor data could be because the schedule has been ended, okay? And lastly, it also show you an error like action required, okay? So,

[5:18:18] snapshot feature, it will show you an error like this. again does the same thing. Now, heat map could see, okay? Um

[5:18:32] is updated. Okay, I can see some Let me just show you this in a better way.

[5:19:04] has scrolled much, otherwise we could have seen the better data.

[5:19:24] 2 minutes, guys, I'll just try to Um Just make this custom and make this from and make this from Jan 1st to March 1st, apply.

[5:20:15] Actually, I don't have much data to show it to you, but let's see. Okay, so what does recording mean is it acts exactly track, you know, page, what page did that particular person visited, from where did they

[5:20:29] enter, from where did they exit? Okay, can you see PC, Chrome, India? So, like like your heat map, see all the stool are same, your heat map, your crazy egg, your Microsoft Clarity. It's just that there are few See this. If if it shows

[5:20:45] there are few See this. If if it shows uh is exactly Let me see for this page, uh is exactly Let me see for this page, home page. So, I can show it to you over here. Okay, can you see this?

[5:21:00] Basically, can you see this? This uh circles This uh circles and this green sign?

[5:21:19] which part of the section of my website people are clicking the most. important? I can understand what what what So, you you remember I think

[5:21:32] yesterday Sayed asked me that, "Ma'am, what change What is AB testing or what changes we should do on the page?" This is what you what This is what this tool your page where people are not Now, see my website is pretty new, so I don't

[5:21:45] analysis, but let's say your your website is a very older website, you can see, okay, which are the places where people are clicking, which are the my case, no one has clicked on my case study page yet.

[5:21:59] So, that means I need to make some improvement probably. Right? People are not even scrolling much because all the clicks are there at the top of the clicks. Nowhere close to towards the bottom.

[5:22:13] happened has been done on the main banner or here at the navigation menu. I can see and by the way, it will show me for like see here, it it is exactly

[5:22:26] clicked. Right? This is for the home page, okay? Right? This is for the home page, okay? I can check by area as well. So, well, see? So, it is it is what it's trying to show

[5:22:39] to the navigation menu. Right? It has the highest CTR. I can see the scroll thing as well over here in the heat map. See? 100% of the user have reached this point. Only 60 people have reached to

[5:22:54] this particular point. And then 40. So, ideally, not people are scrolling much ideally, not people are scrolling much is what it is trying to show.

[5:23:06] another page as well. Let me just check it for my product page. people are actually clicking on my product page.

[5:23:24] there's one click over here, there's one click over here. That's it. Right? I can see if I have good scroll for for this page. That's it. So, it's like a very single

[5:23:36] one page, so not a lot of scroll as well. Attention. And by the way, you can ask them to summarize your heat map as well. So, the

[5:23:50] this is like an AI feature in the tool itself. It will summarize. See this. So, what Now, the user behavior is exactly they have told me how people have been responding to this particular product page, okay? What it is saying desktop

[5:24:02] users scroll through the entire page with 66.7% reaching 100% there. First click was split between reject all home and header logo. Last click mirrored first click distribution. Key takeaway the cookie consent option reject all

[5:24:15] received equal attention. High scroll completion suggests strong engagement. No interaction data for tablet mobile indicates limited or no traffic from this device during the period. Right? So it will give you a summary as

[5:24:28] well. This is the importance of this tool. Like the way we have Microsoft Clarity, the the Crazy Egg and the heat map tool does the same thing. Guys, did you understood? So what you can do in future whenever you create

[5:24:42] your website, please set up Microsoft Clarity. I So out of Crazy Egg, heat map and Microsoft Clarity, I suggest to use tried all the three. Microsoft Clarity in the free version gives you a lot of

[5:24:55] wouldn't give. Make sense? case of this, okay? We can check this for other page as well if you want to.

[5:25:08] So Let me just go to well, the engagement part. See see this.

[5:25:26] Recording is basically how people are navigating.

[5:25:38] Guys, this is basically of how people are interacting on my page. If I want to see the page recording for my home home page, I can see that as well. See this. This are the because hardly people have I mean it must be me only who have the

[5:25:52] I mean it must be me only who have the site. See this.

[5:26:11] as I said, like you can use any of the three, but all of these three tools will help you analyze where your user focus on on your site, okay? And what are the frequent location where they're clicking on your pages, okay? So, you know,

[5:26:24] ideally it this tool is used any of these three tools does the same thing. Basically, the use case of this tool is to understand what's working right for like if you see there's a lot of red position on your CTA, okay? That means,

[5:26:38] clicking over there. The greener dot indicate that, you know, people are Um So, this tool will help you analyze problems like, okay, see, so, again, if you see a cluster

[5:26:53] like this, it will indicate, you know, engaging if you see something like this, okay? The one that has been shown in the screenshot. If you see a like this, okay? So, if you see

[5:27:08] Um color spread out something like this, it will try to indicate that, you know, um which are the places where like this is like a part which is not interactive area and it might have a broken link or

[5:27:23] there could be some design error, okay? Then Uh I have I think I've already shown you this. Like if you see a pattern this one, we have seen in Microsoft Clarity as well. This will show you how engaging

[5:27:36] your entire content, okay? So, we have already seen that in the scroll section of the thing, okay? So, that for me it has been entirely red because for this Okay? Then you have something called as um

[5:27:52] again graphical representment of the user behavior. If you see a different shaded color, that means So, for example, for this page it was all red, engaged, okay? So, on the entire page, but if I check this for uh

[5:28:07] my home page Let me

[5:28:32] the least popular uh uh section on my home page. Red is the most popular. If you see as I go down the lower one are the least popular. Can um color uh how should I say? Color grade.

[5:28:46] So, for me it wasn't that at least popular. We are somewhere towards this home page it hasn't reached out to the purple or the blue stage yet. Okay? Um what is the benefit of this tool? Uh help you to AB test as I clearly said,

[5:29:01] the user uh do differently on different pages of your site so you can get some of AB testing. Like now I understood that, okay, you know, for home page is good, but for no one is clicking much on my case study page. Even on home page

[5:29:15] navigation menu and my main banner. So, when when a user scroll down to the lower section because it's not that engaging, probably hence people are not clicking, right? So, if I open my website, most of the clicks I've got on

[5:29:29] my home page is the navigation menu and the and the header bar. Like this part and this part. But for the lower thing I wasn't it wasn't showing because probably the it is very content heavy if you could see. So, I have to

[5:29:43] make it more interactive, right? I Probably I can some put some pictures, can do an AB test with this. Again, this one looks very text text heavy because of which people would not be interested to read it and hence no one has clicked

[5:29:56] over here. Right? So, this I got this insight right now just in front of you guys. Right? So, now I'll do an AB test. I'll try to change this like instead of having this a normal icon, I'll try to

[5:30:09] show my product picture over here. Okay? And then I'll see if it improves anything. Okay? Um

[5:30:23] the graphics, okay? And you can see some raw data point and uh you can access the original image look like. This is the image with heat map. So, you can see, okay, in your picture as well exactly where one is clicking, okay? So, now in

[5:30:37] Let's say if this is my picture and if my heat map shows that one click over interesting part of my picture. Now, this is like a very basic picture, but something on those lines. So, you can also understand, okay, if you want to

[5:30:52] make some changes on your banners, where you should do exactly. Right? Again, this are very basic pictures, so I can't show that insight, but if you have a seeing, okay, there's a lot of click on one part of the picture, that means that

[5:31:04] is the that is the engaging one. If you want, you can change the other side of the picture. Right? Um so, what happens behind the scene, okay? How does this heat map thing work, okay? Uh so, for the picture, each

[5:31:18] picture is divided into a grid like this, okay? And the heat map will try to depict um the intensity uh of value um value captured by allocating, you know, a color representation

[5:31:31] um within each of the square, okay? So, basically, what the heat map does a heat map will use warm to cool color spectrum to show, you know, which page part gets maximum attention. And hence you might have seen for Microsoft Clarity as well.

[5:31:44] they have given you. Okay, so this is how they do it at the back end. um you know, again, it will it will show

[5:31:56] something like in this. Um so for example, um there there can be two axes they might have created at the back end, okay? Uh the primary variable across to exist

[5:32:08] would be based on different grid colors, okay? And you can see, okay, what is the age, uh you know, how much clicks you have got. Again, now this is based on a different um This is majorly done for a picture which had

[5:32:22] Uh so this screenshot that we have added is for a picture which had a few details with respect to a user's How should I say? Um body details. But again, if there's any picture, uh they divide it based into X

[5:32:37] the back end, okay? This is done at the back end. We can't see this. But this is the psychology behind, uh you know, giving this color gradient is what we >> [snorts] >> Um

[5:32:50] check on your heat map. First one is scroll depth, very important. Please see uh what is a percentage uh So like red being 100% and black being 0%. So when

[5:33:02] you see the scroll depth, um it is kind of color coded. Each color will depict a percentage. Okay, the red being the 100%, the black being the 0%. Second one is click trend. Please always check your click trend. Um

[5:33:15] Now the red one would signify most interaction and the blue one would can also see the mouse movement. You will see a picture like this. Again, here it will show you where the visitor spend the maximum time on your page.

[5:33:29] Okay? Am I clear what is use case of this Guys, I think we have seen this practically as well now. And you know how to set this up. I think I've taught you in the last lecture. You have this

[5:33:43] extension in your WordPress Microsoft Clarity for WordPress. You just have to install this plugin. You can also set a Microsoft Clarity for your coded page as Microsoft Clarity for your coded page as well. Okay. So, here I can create like a

[5:33:55] new project. I can give my website name, industry, and I can connect. make sure the code is placed on the site. console is anyways connected. But guys, the settings are similar. You have to go

[5:34:11] over here. Again, when like when you go to connect to more device, you'll see an You just have to give your website URL and done. Okay, you just have to give it will create the search console property. Now, how does the search

[5:34:24] search console looks like, okay? And let me just show you how you should read your search console because again, part of This is also one of the analytical tool only, okay? Uh it's just that it doesn't give you that kind of

[5:34:38] would have give you, okay? So, now the first thing of your search console that like one should check very thoroughly is your 1 second.

[5:34:59] let's go step by step. Whenever you create a search console account, what is account? Because see, uh like your Google Analytics, even the idea of your website performance. But what apart from

[5:35:13] with this? See, when you create your website search console account, it gives an indication to the Google bot and crawler that you know there's a one website that that has been created. And now the Google So, for

[5:35:26] your SEO ranking, it is very mandatory to create a search console account console account it is it will be very difficult for the Google's bot and website that they should go crawl. So there's like an entire process of SEO

[5:35:40] search console account Google will get an indication that okay there's a new website in the market. Now what they do with this information they send their bots and crawler to crawl your page. Okay, why do they crawl your page? To

[5:35:52] understand what kind of website it is. So they crawl all the pages of your site then they store that website's data and now next time when anyone searches anything related to your brand, okay? And if your website is well created it

[5:36:05] website on the search engine result page, okay? So this step is done so that console account it let it will let the Google know that okay there's a website Okay, otherwise it's very difficult for them to also understand, right? And also

[5:36:22] if there's any problem with your website uh with respect to SEO they will flag it on your search console account, okay? For example, can you see so here my for my Google search console account they have it shows that they have

[5:36:36] indexed four pages and they have indexed they have not indexed two pages. What do they mean by indexing? Indexing is basically they have stored the database of two pages and four pages and for two pages they haven't done it, okay? Can

[5:36:48] told me why they haven't done it, okay? So there's some problem with 404. 404 is basically page not found error so they could find that error of 404. Then there will let you know if they are not if they are not indexing any of your pages

[5:37:04] they let you know what is the reason behind it, okay? Apart from this so behind it, okay? Apart from this so let me

[5:37:16] you an idea of how your website is in general performing, okay? Like this has just started tracking data from February. Okay, I don't have like a lot of data. This is more with respect to overall February's data that how much

[5:37:28] impressions I've got, how much clicks I've got, what has been my average CTR, average position is where my website is ranking. Okay, higher the average average like lower the average position, it will indicate higher is your ranking.

[5:37:42] Okay, so this should be good basically. Okay, then here it will Okay, see this. queries for which people were able to find my website. Okay, so ideally I'm this website, so it's showing that the person searched for this particular

[5:37:58] query and after that they saw your page. Okay, again here it will tell you what been the homepage. People are visiting from which country? So now if you can clearly see it's from India. But yes, my website has got some impression from US,

[5:38:12] uh Vietnam, Brazil, Costa Rica and all. Okay, even in India if you want to know specifically go inside it and you you'll get some basic data. Okay, then people are coming to my website from which device, what kind of searches, again

[5:38:25] day-by-day performance is also something that you can check. Okay. You can do some URL inspection. URL inspection is basically is there any problem with that particular page of your site or not? So for example, I want

[5:38:37] your site or not? So for example, I want to see it for uh

[5:38:56] trying to tell me. Okay, uh by the way, whenever you create a search console submit your sitemap. What is sitemap? Sitemap is more of like a roadmap for your website. So see, imagine if you you tell me that imagine I'm the bottom

[5:39:11] crawler by Google and you tell me that Okay, I've created my website, please go and crawl it and store the database and in future someone is searching for any query, please rank my website it if if you feel it's really optimized. Now, the

[5:39:23] problem is like imagine I'm the bot and the crawler over here. Uh the problem is if if the website is very complicated, like how would me as a bot and crawler uh from where to navigate, what all pages are there, how to crawl it? I

[5:39:38] wouldn't understand, right? So, imagine sitemap is nothing but a road road road map of your website. When I say road map, it consists of all the URLs which like a file to them that okay, this is this is the uh these are all the pages

[5:39:51] that you need to crawl. Okay? Uh like if you have a website like Amazon, Myntra which has so many pages, how the crawler would know where to start, where to end? It's very difficult to go as right. So, you have to give a sitemap link which is

[5:40:04] like a road map. If you want to ever By the way, sitemap ideally gets automatically created, but just in case uh if you know like if you know if you want to see the sitemap for your website, just have to write your

[5:40:17] your website, just have to write your website and then say {dash} XML uh sometime.sitemap. Let's see. Let's see. It should ideally

[5:40:36] Let me just go to my back end to show this to you guys. Wait.

[5:40:50] find the URL. So, what I can do, I can go over here and show it to you how does a URL look like. So, see So, see there's a sitemap thing.

[5:41:07] So, can you see this listing down all the URLs that one should crawl, okay? Now, this page has like multiple URLs, so I just clubbed everything into one. See this. See this. Right? So, it is more of like

[5:41:20] a road map for your crawlers to know, okay, what are the pages that they need to crawl. Did you understood the importance, guys? Without that, it's very difficult for the crawler to understand. And like if

[5:41:33] you don't submit the site map, there's a good chance some of the pages storing the database of your website content. content. Did you understood this?

[5:41:53] when you ask the like once you submit your site map, guys, see, for an e-commerce brand or for any other brand, there might be some pages on your website that you wouldn't want the crawlers to crawl, okay? Now, why

[5:42:06] So, let's say you are an e-commerce brand. Let's say you are an e-commerce brand. Would you want the crawler to crawl your add to cart page or your customer information page? No, right?

[5:42:19] information page shouldn't be crawled by the crawlers as well? e-commerce brand, you wouldn't want the crawlers to check the order detail page or the add to cart page or like the payment gateway page because that has

[5:42:33] crawler shouldn't crawl that, right? Or let's say your website has some pages which are in development. It is not been created entirely. Now, ideally such kind crawlers to crawl. So, how would you crawl how would you let the crawlers

[5:42:47] What do you have to do? You have to create a file called as robot.txt file, Uh what exactly is a robot.txt file? Basically, it looks like uh Let me show this to you. Wait.

[5:43:02] Let me show this to you. Wait. I'll have to go back. >> If it's you, then I'll try to show you. Otherwise, we can check somewhere else.

[5:43:49] I was trying to show you the robot.txt file. Give me like 2 minutes. file. Give me like 2 minutes. >> [clears throat]

[5:44:01] another section. No chat what sort of appearing right No chat what sort of appearing right now.

[5:44:45] You guys, for some reason, it's not reflecting. figure out. Otherwise, I can show you another Otherwise, I can show you another section.

[5:45:04] robot.txt file. Sorry, I was not able to remember where need to be navigated. So here, basically a robot.txt file like right now, the robot.txt file Okay, can you see this?

[5:45:17] So basically it's a code which says first thing user agent is equal to asterisk sign. So this this means that Okay, you know this condition is applicable for all the search engines in general, okay? And now you have to tell

[5:45:30] here in this that what are the pages you don't want the crawlers to crawl. So how would you let them know is you have to enable this, okay? This remains the way it is like asterisk is equal to WP like you know disallow.

[5:45:44] >> And with that, we've come to the end of this course. If you have any questions or doubts, feel free to leave them in the comment section below. Our team of experts will be happy to help. Thank you for joining us and keep

[5:45:56] Thank you for joining us and keep learning.