Performance Marketing Full Course 2026 | Performance Marketing Tutorial For Beginners | Simplilearn

Key Takeaways

In this course, Analytics ROI and Evaluation, we will be learning how to measure whether digital marketing campaign is actually working or not. Because running ads is very easy, but knowing what happened after the ad was shown, that is where real marketing decisions begin. Did people see the ad? Did they click? Did they stay on the website? Did they buy something? And most importantly, did the campaign bring profit? And that is exactly what we'll be understanding in this course. We'll start by display campaign metrics like reach, impressions, engagement rate, conversion rate, and impression share. Now, these help us understand how visible and effective a campaign is. Then, we'll be moving into Google Analytics, where you'll be learning how websites collect data and how to track important metrics like user sessions, page views, average session duration, bounce rate, and exit rate. And after that, we'll also understand traffic segmentation like mobile traffic, organic traffic, paid traffic, and the direct traffic, so we can also see which audience is performing better. Next, we'll be looking at ROI and e-commerce analysis, where we'll be learning how to measure revenue, track the customer journey, and understand whether a campaign is giving a good return. We'll also explore post-campaign optimization, where marketers review CPA, adjust bids, pause underperforming ads, and improve future campaigns based on data. Then, we'll be covering audience targeting, heat maps, UX analytics using tools like Microsoft Clarity to understand how users behave on a webpage. And finally, we'll also touch on website optimization and search diagnostics, including mobile-friendly design, Google Search Console, XML sitemaps, robots.txt. And by the end of this course, you will know how to read campaigns data, measure ROI, analyze user behavior, and make smarter digital marketing decisions. So, let's get started and learn how to measure success in the digital age. Also, if you want to become a digital marketer, I highly recommend you checking out this AI-powered digital marketing certificate program from SP Jain School of Global Management and Simply Learn. This is a 5-month online course that will teach you everything you need to know about modern digital marketing. And it's designed specifically for the AI era we are living in right now. The best part is you'll be learning how to use AI tools like ChatGPT, Canva, Semrush along with other 50 other marketing tools that companies are actually using today. This isn't just theory. You'll be getting live interactive classes with real world professors from SP Jain Global, work on seven hands-on projects, and mentor support and study over 15 real world case studies. The course covers everything from SEO, social media marketing to email campaigns, analytics, and automation. getting free Meta and Google ad credits to practice with, so you can run actual campaigns and see real results. Plus, they have job assist, the career support program that will help you optimize your profile, prepare for interviews, and connect with top hiring companies. I'll drop the link in the description below if you want to learn more and enroll. So, hurry up and enroll now. The course link is mentioned below. But before we get started, here's a quick quiz question for you. Which metric helps us understand whether a campaign is profitable or not? Reach, bounce rate, return on investment, or page views? Let me know your answers in the comment section below. >> Web analytics, guys. Uh again, no need to mug up the uh definition, but in a simple way, you're just trying to measure, you're trying to analyze the data, and you're trying to report uh the you know, performance of 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 it's it's like a process that you're doing, right? So, when we say web analytic, it is nothing but it's a process where you would where you would 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 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 ideally is to optimize. Okay, when you 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 of doing the project, right? So it's the same thing. Web analytics, people think, okay, it is only about analyzing the data. So first is obviously capturing the data and then analyzing it. But what after that? Okay, you have to take that data as a learning and then you have to optimize your campaign. When I say optimize, the word optimize would mean that you're making it better. Okay, and to make that better, you should have some data. You should know how to read that data and that is all we do in web analytics. Okay? Now, what this would help you achieve is obviously you will you will be able to achieve whatever your campaign goals are because you're getting that insight. Okay, and you will take lot of data-driven decisions. Okay, so digital marketing, you can't assume that things would work. I think I've said this in the in the past as well. You have to do lot of hypothesis. You have to do lot of AB testing, right? So when you when you use all this analytical data and you see the numbers, you make your decision after seeing those number, right? Hence, we call this as a data-driven decision. You're just not randomly saying that okay, 18 to 25 performs well or something on those lines, right? And obviously, once you make any data-driven decision, it will have a clear impact on your performance as well, overall digital performance. So that's what we mean by web analytics. Okay? Now, um what exactly we do in web analytics is uh basically you you you work on different dashboards, I would say. Okay? And what are different elements involved when you are creating any So So now, when I say create an account in web analytics, this is for any platform that that you're working on, okay? Like obviously I'll show you practically as well, but the process starts in a way that you know, you you would set up some filters, you will set up some views, okay? Then you will do some basic reporting, you will read some basic of your reports, right? You'll try to also set up your dashboard where you will do some When I say dashboard, you can create lot of lot of customize dashboard, okay? So all this Google Analytics, Adobe Analytics, all this 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 what people do, people create different 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 figure out to understand what is the data that you should see, what are the data that you don't want to see. The data that you want to check, you can 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 as in on on analytical tool, you can let's say you want to track how many leads you're getting on your website. So that is like you're setting up a 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 changes, okay? So there's lot of customization involved and obviously when we'll go through the tool in and out you'll get a better understanding. Now, this is like we call as buying funnel. I think I've already taught to you in the paid campaign thing. In case you might have forgotten, we can revise this again. Buying funnel, as I said, it's it's a basic concept where we try to understand the consumer's interaction before they make any purchase, right? So and there are three different stages, okay? We call this as acquisition, behavior, and conversion stage, okay? And at each stage your customer would show different level of engagement, okay? With with with your brand, with your product, or with your company, okay? So, there are three sta- 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 if once you acquire a customer, okay? Uh how they tend to behave, do they stick with your brand? Are you able to retain that consumer, okay? Once you retain them When I say acquisition, okay, let's let's make it in a very easier way. Let's say you want to buy a flat. Okay. Uh you're thinking to buy a flat in nearby your area. You're going on Google, 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 you even come come on the website through social media. The first thing is obviously in such kind of businesses, you can't directly get converted. So, when I say acquisition, you will go on the website, you'll give your detail, okay? Once you give the detail, how do you behave because obviously there'll be a lot of team who will follow up with you. 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, you can understand such kind of patterns as well with the help of analytical tool. Okay? Now, um ideally in web analytics, guys, I think with respect to the benefits of web analytic, I've already um mentioned this in brief, but if you want to break it down further, um first thing, whatever audience targeting that we do in our paid campaign, okay? So, you might have seen when we were doing all those meta pay we were setting up sub campaign on meta, we did some campaign setup on Google if you 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 website and it tells you that overall overall, okay, I'm not just saying people coming to the website to 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 coming from social media or search engine or some influencer or some affiliate, okay. It tells you that what kind of audience are landing on your website, from which source they are coming, what is their interest, what is their gender, what is their age group, right? So, in analytical tool it benefits, it will help you guys to get a better audience targeting, okay? So, whenever we do any audience targeting, we usually go and check our analytical tool like Adobe Analytics and Google Analytics to get this insight, okay, that whom should we target. 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 can see this 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 understand the customer shopping habit, you can see that okay, what kind of age group is buying what kind of product, 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? Once you understood okay, what your customer want or what different age group or what gender wants from your brand, don't you think you can make it customized? For example, if analytical tool give you this data that okay, in Mumbai location your t-shirts are getting sold off a lot but from in Pune, uh your bottom wear category is getting sold off a lot, okay? This is a hypothetical example. Don't you think you can do a lot of inventory management based on those insights? So, with the help of analytical tool, you don't just make marketing decision. Trust me, there are many brands who take a lot of inventory decisions as well. And when I say this, inventory decision is only respective to for the e-commerce brand, because e-commerce brand need this kind of insight that, "Okay, from from which city, what kind of products are getting sold off?" So, that you can keep that inventory ready. What kind of overall inventories are getting sold off a lot, so that you can keep that stock ready, okay? What are the products which 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 do by with with the help of this, uh you know, report, okay? And again, as I said, you can track your campaign performance. And again, you can make uh you can also make a lot of decision with respect to how should you design your website. I'll tell you why. Because there are a lot of tools like, uh you know, which which will let you know, "Okay, the user is spending like on because it's entire website, okay?" So, there are tools which will let you know, "Okay, the user is spending in what section they're spending a lot of time? Where they are scroll 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, that also gives you this kind of insight, I mean, you know? And then, you can make a decision, "Okay, what what are the things that you need to correct on your website?" And how what a basic structure one should create, okay? Now, in analytical tools, guys, you have, as I said, there are many tools in the market, okay? But, I would say the most popular, the first ranking goes to 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 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. Okay? So, uh we would be majorly focusing on Google Analytics, guys, because as I 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 this uh like so one roadblock, okay? One major roadblock of people who want to web learn web analytic is that to learn Google Analytics, guys, uh ideally you should have a website. And that website needs to be connected to your uh for for that website, you should ideally create a Google Analytics account, okay? Now, let's say you don't have a website and you still want to learn Google Analytics. How one can learn this, okay? So, I what I always recommend to those folks uh to those folks is there's something called as Google Analytics demo account. Now, what is Google Analytics demo account, okay? This is Basically, Google has their own website called as Google Merchandise Store, okay? So, this is there's a website called as Google Merchandise Store, which is owned by Google. And here, they sell all their merchandise, like all their products, okay? Now, what Google has done uh for let's say people like 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 Google Analytics account, okay? To understand how the website is performing. So, Google has also set up a Google Analytics account for this website. And that access, like you know, the Google Analytics account access of this website is given free for everyone in the market. So basically, the demo account is nothing but Google has set up a Google Analytics account for this website and 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. 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. The demo account again, I'll reiterate, it is nothing but Google's own website which is merchandise store. They have given They have set up a Google Analytics on this website and the access of that GA account is free for everyone. Now, you guys can also access it obviously because it's free for everyone and we would be 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 of data. Okay, so what do you guys have to do and this is something that you guys can also do. So if you want if you can follow the steps with me as well, okay? Okay, Ada and Manoj, acha okay, you're saying new. Ada, what about you? You are not new to the tool, you have gone 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? Search for Google Analytics demo account, guys, and the first link that you see, demo account analytics help, go over there. 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. This is a demo account that we'll be referring to. So you just have to click on it. And you should see an account like this, okay? And see, first when people 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 have to be scared about it, okay? The more you practice, the more you'll learn, okay? Now, I just understand the basic of GA, okay? And then later, so I'll try to go deep dive later on, okay? Let's just understand the overview of GA. So, first thing, as I said, the most mandatory thing for anyone is uh to set up the Google Analytics for their website, okay? I'll show you the in-depth setup in the week uh in the 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? 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 uh what I'm doing on my screen screen, okay? So, here there's a a sec- section of admin, okay? And even if you are you can, by the way, you can create multiple Google Analytics account, okay? If you have a multiple website, for each website, you can create multiple Google Analytics account. Whenever you want to create a new Google Analytics account, guys, um you can you can come over here and you can say create, okay? And you can say create an account, okay? When you By the way, every each website should have a different Google Analytics account, okay? So, here I'll say account. And to create like to create a new Google Analytics account, what I what it requires is your account name. Now, what is exactly an account name? Your business name is the account name. Okay? So, let's say your business name is Simply Learn, then your account name should also be Simply Learn over here, okay? So, right now, because I'm creating a demo dummy like I'm creating a dummy account, I'll just write some dummy name, okay? So, let's say it's travel with Jigisha. Ideally, this shouldn't be the uh uh name of a website, but let's say if this is, okay? Now, 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 if you are okay to you know, let to collect all this kind of data. You can 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 travel with Jigisha. Now, this one, reporting time zone should be, guys, as per let's say by the way, okay. Uh most of the brands, what they do, um they usually also create, let's say for a very global brand, okay? Like and you have, let's say zara.in, zara.us, anything on those side. And for every country, you have created a separate website, then again, you should have a separate GA account, okay? Now, let's say your business is majorly focused on India as a location, okay? Yes, you might be giving you might be selling globally as well, but as a major of your business is of India, then here your reporting time zone should also be India, okay? Not any other country. Because based on what reporting time zone you would choose, accordingly, you'll see the data as well, okay? Again, the currency should be INR because as I said, the major business is in uh if it's in India, okay? Obviously, if it's in another country, your basis US, then choose US. If the basis London, choose London, whatever you want, okay? And we'll say next over here. Now, here, it will ask you like what is your industry category? Like for like your business falls into what category? So, mine is travel. So, I'll say travel, okay? Then, it will ask you for your business size, like what what's the size of your business? You can just say as per whatever size you fitted into. And then, here it will ask you, "Okay, you know, what is your objective behind it behind creating Google Analytics account?" Okay? So, you just have to tick, okay? So, let's say you want to generate lead, then say generate lead, okay? You are doing this if you're in e-commerce, you'll say, "I want sales." Probably, if you're lead generation, you'll say, "Okay, I want to generate lead. I want to also understand I'm getting traffic from where. I also 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. You just have to accept the terms and policy. Okay? And this This is where uh your setup So, this was like a basic account setup, and we the set setup is still not completed because you have to link your website or app to the GA, okay? So, let's say if I want to link my website, what I have to do, I have to go here to web, I have to give my website URL over here. 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? Just to show you that uh code part, what I'll do in the demo account also, by the way, you can see the code part of the demo account as well, okay? So, let me just By the way, you can skip that particular part. Now, if you would see my Like, this is my demo This is the account that I created right now, Travel with Jugisha. But, it won't capture any data. It won't show anything because my website is still not linked over here. Right? So, linking the website and then putting the code on your website, that will start capturing the data, and you'll see numbers over here. Okay? Otherwise, you can't learn GA. Hence, the reason you guys also referring to demo account because you want the reason what Why do we do Google Analytics? It's It's about the number crunching data analysis, right? You even Even if you create a Google Analytics today, let's say you have a website and you create a Google Analytics account today, it will take a lot of time to get that kind of data and do that kind of analysis, right? Right? Let's say you'll say, "Okay, ma'am, I'll create a website dummy website today and I'll set up a GA on it." Great. You learned how to set up, but how would you do data analysis? Because uh until unless you have a very popular website, it's another case. You will get a lot of traffic and you will be you will get a lot of numbers to through which you can analyze. But let's say that's not the case, then how would you do data analysis? Hence, we are referring to the demo account for the 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 uh Google Analytics account. So, 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 Analytics account, whether it's your client's Google Analytics account or whether it's a demo account, if you want to see how does the code part looks like, you can go to the admin section over here and there's something called as data stream, okay? If you go over here, see this. Can you see here? If I zoom in, I mean, I'm not See, can you see they have linked their website, shop.merch.google. 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 something called as view tag instruction. Now, when you go over here in the view tag instructions, this is the code that you get. Okay? Now, this is the code of Google's merchandise store website's Google Analytics account, okay? Similarly, when you will set up a Google Analytics account, you'll also get a code like 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 account. So, you have to put this code on your website. Again guys, if you're working with a very big brand, they would have already set up. In case if they ask you to set up, ideally you don't have to do set up. You just have to give this code to your web developer. They will do the set up part. 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 whom you have to give the code with the 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'll be using this tool called as Google Tag Manager to set up this code. Now let's move towards the main part which is our analysis, okay? Uh I won't Okay guys, we'll go very slow on this. We won't rush uh with respect to GA. So we'll go slowly, okay? Let's just first uh >> [clears throat] >> So okay. Before we go to the platform guys, let's just understand why one would want to What What exactly What are different things that one can uh check in the Google Analytics account or any 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. Page view is nothing but what exact pages people are checking, okay? How many unique visitors you're getting on your site? What is the bounce rate? Bounce rate is like the number of people are coming to your site, how how much of them are getting bounced off? Bounced off as in like they don't they 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 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 Analytics, as I said, uh it helps you to measure not just your website performance. Guys, Google Analytics is also for apps, okay? So for app, the the setup is something like similar. And by the way, for app, you have to set set up separately. For website, you have to set up separately, okay? So if you are a business owner who has a website, please set up a Google Analytics account. Like once you create your website, it's mandatory. The first thing you should do is to set up a Google Analytics account, okay? And if you have an app, you can do it for the app as well. We we have seen, right? It was giving me three option: website, app for Android, app for iOS. So you have to do if you are a brand, a 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. Uh now 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 they're using to access the site, okay? Trust me, there's much more than that, but this is like basic use case of GA, okay? Um again, the whole point of using GA is for them to create some great marketing campaigns with the insights that they get from the GA account, and to make a informed decision, right? With respect to how they should create the website, okay? Because GA will give you a lot of insights with respect to your website as well. Like how like what which page is performing, how much time one is spending. That gives a very basic idea that, you know, which page needs correction, which is like which page is like all good. You don't have to tweak it, okay? Um now I'll just take you through Google Analytics, guys, okay? I'll give you an overview, okay? Let me just close the Okay, I won't close the 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 Excel sheet, but a Word doc to write down the pointers. Now, what are different How Google Analytics is divided? The first major part of Google Analytics is its reports, 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 might be very confusing for you guys that what exactly is this, okay? So, I'll try to explain this in a very easier manner. Now, there are different reports and the imp- I mean, the major one or the all the reports that are, which is the first one is real time, okay? Then, you have acquisition report. You have engagement, you have monetization, you have retention, and then the last one is user report, which also gives you um what should I say? I'll just write this way only. So, it's it's basically divided into two part, the user attributes and the tech part, okay? So, like how should I say? This are the reports that give you overall insight of your website, okay? Like in-depth insight. You would have never seen You might have never seen this kind of insights in in your experience, okay? Now, one thing is that see, when you're working with your client, okay? There are many clients who are very who want to know a lot of data and all. Probably, GA is an account that you might be keeping on 24/7, okay? Or whenever you're working, because you never know client might ask for what kind of data. Now, obviously, no one would guide you that, okay, let's say if I'm your client. I'll just directly ask you a question like this. Say say that, you know, uh Ada, can you tell me um how was performance of 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 the difference of this particular age performance. So, you don't know where to go and check that, right? Like with the with the name obviously you are not able to understand. So, you you are being bombarded. See, your client would always get on a call and they'll ask you questions like this. They'll ask you to do a lot of comparison. Again, once you answer that, they'll ask more. They'll try to deep dive into it. Okay, no one would stop there. I'll give you an example in much more detail with the whole point is you should know first thing is that what each report would show you. Like what is the use case of each of this report. Okay? So, first is your real-time report and the use case of this report is it will show you last 5 minutes and 30 minutes website performance. Okay? 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. Okay? So, this one will show you past performance or or today's overall performance. This acquisition, engagement, monetization, retention user won't show you last 5 and last 30 minutes. It can show you today's entire day's performance, but it can't give you like, okay, this was last 5 minutes and this was last 30 minute. That data you can get only over here. Okay? That's first thing. So, real-time is the only report which shows you real-time data. Rest all of this are for past performance and like for today's performance overall. Okay? Now, what which report you like you know know, is the importance of each of this 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 client want to know is social performing better than search? Is affiliate performing better than influencer? Is meta performing better than Google? Right? Let's say you run an influencer marketing campaign and you run an affiliate campaign, which is performing better. So, basically, any question with with respect to platform or campaign performance, you have to refer to the acquisition report. Okay? Engagement report will give you pages and So, all your website pages or a specific landing page performance you want to check, you refer to the engagement report, okay? Monetization report is all about your product performance. Okay? Product performance, uh and by the way, first thing, monetization report is very specific to e-com, okay? In e-com, it will show you the product performance. It will show you um overall user flow performance. When I say um you know, how many people did add to cart and how many people went to the checkout, payment, purchase, the entire stage, basically, okay? Retention report is more about um 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, your user attribute will show you 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 tech, the name says, tech would show you any information related to tech. Okay? Like your browser performance, device performance, phone model, you know, anything, etc., etc., etc. So, this is what you have to mug up, okay? Let's say I ask you any question related to platform or anything of that sort, you have to go to the acquisition. If I ask you anything related to page, you have to go to engagement. If I ask you 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 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 can ignore this thing. Okay? No one would want to check the report snapshot. The first thing is your real-time report, which you see in the real-time overview. So, when I say real-time, the only section of real-time that we refer to is the 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 performance of your website. If you could see clearly, active users in the last 30 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 website. Nine, so 30 42 were there in the last 8 30 minutes. Five users were there in the last 5 minutes. Okay? This map thing that you could see and the dots that you could see is basically it's trying to show you the user as came to the website from which location, okay? So, if you could see, one is from Ahmedabad, if I speak about India. Okay, I'll go back. Mistakenly I clicked. Then, there would be there's one from 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. In the last 5 minutes I was there and last 30 minutes also I was there, so it's still showing it up, okay? Or busy if you want to go further, let's say you want to see, okay, the Pune one. Like you can click on the Pune one and it will show you that the user came from where and all, okay? So it will give you more further data. Like, okay, the person came to the website, the Pune folk who came to the website, they that person came to the website through Google. Okay? Like directly they searched on Google. Okay? And let let just understand this, okay? Now I'll go back again. If I scroll down, I just refresh again. Okay. So right now here, first thing is it is showing you the user source. Sources is basically again from which which particular channel they have came to the website. I thought it just showing Google, but they they might show other channels as well, like social, affiliate, YouTube. Depends if if they have that kind of user count, okay? This is basically, you know, what kind of audience they are. Like are they non-purchaser or they are the active users or they are the one who have scrolled. Now this audience thing is something a brand customize it. Okay? This is not default audience type, okay? This is something that the the person who's handling the Google merchandise stores website performance, they have customized it, okay? This is not standard. When I say customize it, they have divided audience into um different buckets, okay? Like, okay, all users, non-purchaser. Basically, how many of them are non-purchaser, how many are active users, how many have scrolled 75%? Right? So, this is something you customize it, guys. This is not default thing that you'll find in GA, okay? This is something that the website has customized for their 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, here it is event. Now, event is nothing but what interactions they are doing. In GA, interactions are called as event. Okay? So, there's something called as event and there's something called as key event. Event would mean any interaction that you do on the site is called as event. Key event is like the important interaction that that you do on the site. When I say important interaction, okay? Let's say if I go to 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. Okay? So, when I say event is basically 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 uh interaction that the user has done. Like, impactful interaction that the user has done on the site. Again, event and key event is something that the brand has to create. They have to customize it for themselves. There's no standard list. So, this audience, event, key event, these three things is something you will customize it for your brand. Okay? Now, second thing. When Okay, what do you think? Do you think every day one would go and check the real-time report? What do you think, guys? We would check this real-time report if we have a major sale or offer coming up. So, if you are having Black Friday, you are having Diwali sale where you see a lot of sales coming, you see a lot of traffic coming, we usually check this report to see if things are all going or are going all well or not. If you launch a new product, right? So, any offer, any launch, any discount, heavy discount coming up, that's the time we usually check the real-time 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 launch my Black Friday campaign right now at night 12. Let's say today's we are doing Black Friday. Ideally, this is not the time when we'll 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 from? So, there are many brands during this offer launch period, they check the real-time report. Otherwise, no one is bothered to go and check the real-time report. So, only on this kind of special occasion for a brand, they would go and check it just to see like are are you getting that traffic? Are people showing up on the sites or not? Because that is the period where you get a lot of business, right? So, the you know, the brands are who they they are on their toes, and one of the way to keep on checking, seeing if it's it's impactful, is it working, is it not working, they check this on the GA thing. So, I want to see, okay, I've launched a new product. I want to see, okay, what is the response? And let's say or let's say 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, promo sale, all of that time, brands keep an eye on this, okay? Because they get they again make lot of decision. They're seeing that okay, there's a lot of traffic coming from Mumbai, then they would want to keep that inventory ready for that location, right? Again, if they're seeing lot of traction coming from social, they'll launch more campaigns on social to grab more attention. Again, there are a lot of strategies that are created. Guys, again, I'm saying analytical tools are not just seen to create good marketing campaign. It also gives you a very great business insights as well. Okay, you make a lot of business decision business call by seeing these numbers as well. For e-commerce brand their inventory management, their cross-selling, their up-selling heavily relies on relies on seeing such kind of numbers. Okay? So, we are clear with real-time report. Now, in real-time report as well, if you like this one more section of real-time pages basically if user are visiting what kind of pages, you can check that as well. Okay? To understand. Now, again most when when you see one slash, that means it's a home page. Okay? So, now how many active users are there? There 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 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? If not daily, at least weekly. Okay? Now, let's start with the acquisition report. So guys, if you would see the acquisition report has a lot of section. I won't take you through all the 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 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, right? If I would have set up the account, if I'm the one who's putting the code, I can still uh rectify that loophole. But because this is a demo account, obviously and the the owner is Google is themself, they are the one who can look into it. We can't look into it. So, I'll take you through the important part of each of the reports. Okay? There are some sections I would skip because of it would be too complicated for you guys to understand for for very first day. I 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 user, don't check the overview part, okay? Basically, overview we check when we are in lot of rush and we just want to see one glance. Okay? But for you guys, overview would be pretty overwhelming because you won't understand anything. So, it's better to check this overview report into different breakdown instead of seeing just all of this in one glance, okay? So, you can skip the overview part. Overview part, as I said, we only check when we are very much in rush, we just want to see the data very quickly. For you guys, I would say no for now because it might seem daunting as well, okay? So, you can By the way, whatever there's an overview is there on the other report as well. It's just like this is a summary that you would see. So, every report has a summary tab like, okay, let me just show this to you. So, this is like overall summary. Now, if if a person sees this kind of summary for the very first time, they think, "Arre kya chal raha hai?" You know, "What's going on over here? We don't we are not able to understand anything over here." Hence, I would ask you to skip this particular part, okay? We will go one by one into each section and we would see it. Okay? So, hence, I won't show you the overview part only. Okay? Now, let's understand each of this reports under the acquisition part. Now, 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 not that what we are seeing what the filters that we are applying for user acquisition is not applicable for other. What I'm trying to show you right now is how to check this dashboard, like how to navigate it. Okay? Now, let's say when you come to user acquisition, first thing you should know is a date range, very important, okay? Your client would ask you for different date range, so you should know to choose the right date range based on your client's question, okay? Let's say your client would ask you that, "Okay, tell me last month performance." You have an option to select last month from here or you can check from the calendar as well. Like you can click on one, you can click on 31, the last month is selected. Okay, there are some by default one created over here and you can customize it as per your wish on the calendar. There are times when the client would ask you to compare the data. That's when you have to uh enable this toggle. Okay? And when you enable the toggle, basically you can choose a date range. Let's say if I tell you guys compare Jan 2026 month to Jan 2025. So, 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 from the calendar. I recommend to type it because when you select from the calendar, especially when you're comparing the data, it gets very difficult. I'll show you how. Like sometime it the platform works acts very weird, okay? So, let me just show you, okay? Here if I'm trying to choose Jan 1 and here if I'm trying to choose Jan 31. Okay, right now it has worked, but there are times when this toggle thing gets very annoying. So, in case if it gets very very annoying, guys, like see now. Can you see? Oh, Feb up here to go. I wanted Feb to be here. So, if it acts bit weird when you're choosing from the calendar, especially for the comparison thing, you can type it as well. Okay, so let's say I want Jan 2026 over here. I can write Jan 1 and instead of 2025 I can say 2026. Here also I can say Jan 31. Okay? And I can say apply. Make sense? So, please choose the right date range, okay, from here. Compare it if the client is asking you to compare it, okay? Right now I'll turn off the compare toggle. Now this thing, this is something that is used to show to the client. Now, imagine guys, you are my client. You have asked me a question and I'm showing you this table. It is very boring to show your client the table. There are many clients who won't understand the table. So, the best way to explain them is with help of this graph. Okay, let's say this is a better way of presenting, right? You can show them, "Okay, in Jan month, we have seen a very good spike in what? Thursday, on 22nd of Jan, we have seen a good spike of our users." Right? And the most deep, like you know, which was the date where we have seen a very major drop in our traffic? I believe it was this point. Right? 11 Jan. So, this is how you can explain things to them. Okay? Which is 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? Don't show your client this table. They'll find it very boring. They won't understand it. It's difficult to explain them in a table format, hence we refer to this part. Make sense? Again, you can use different filter. You want to show it on weekly basis, like how week-on-week performance was, so you can show it in this way. Like week one was very deep, then again it it the the traffic in got better in week two. In week three, there was little bit of spike. So, you can show it in that way is what I this way is is what I'm trying to say. Right? You can add some filters over here as well. When I say filters, okay, what what specific section you want to show to the client? Do you want to show them some gender kind of thing? So, okay, you if you want to just show them I'm not able to give you that 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 you, okay? Organic paid traffic and organic traffic. What is paid traffic? Traffic that comes through ads. Organic traffic is a traffic that comes organically. If you If your client asks for a comparison like this, you can just like do it in this way and you can show it to them. So, don't show them this table then. Show it over here. Now, let's go to the next part. Like so, this is all for your presentation perspective. You can add some filters to go over here. You can change the date range over here. 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 just see this, okay? Now, if you remember, I told you that this 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 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 SEO, right? If I go from here, and one way is I directly type for the exact URL. So, when a user type the exact URL and they directly land on the site or not and don't come from Google or social media, that is what we call as direct. Okay? So, direct is the user directly search for exact URL and they landed on the site. Now, organic search is people coming through SEO. Paid search is people coming through search text ads. Cross network is like they are coming from multiple channels, referrals, email. Unassigned is something again, uh I wouldn't know because this is a demo account, what they are calling as unassigned, I would never know. Again, this is you customize it, right? Organic social is your social media platform, organic shopping, organic video. Okay? So, this is what we mean by channel. Now, what is platform then? So, we are seeing, let's say, organic search, okay? When I say organic search, I mean people are coming through SEO. But, from which platform? Are they coming from Google or are they coming from Bing? The channel won't give you that insight, right? Where Okay, your client would You tell your client, "Okay, the second highest traffic is coming 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 where you don't have to 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 group is something that we have selected right now. If you want platform, you have to search for platform over here in the search and click on this first user source platform. And now see this. Okay, wait. You uh Let's just do one thing. You can just search for first user source one second. To change from channel to platform, search for first source. Source So, here, what I've selected is source {dash} medium. First user source {dash} medium, okay? I'm giving writing down over here as well. Okay? So, this will show you the platform level data now. How What do I mean by platform data? Uh platform level data? Can you see now they're breaking down organic into Google organic and Bing organic. Right? Now, they're not just saying paid search, they're saying Google {slash} CPC. Okay? If I increase this, by the way, the reason they're only showing you 10 results is because here the row per page is 10. So, whenever you do data analysis, guys, there's a lot of data. Can you see that a 97 platform performance. We are able to see only 10 because we are on the first page and for the first page as well the proper page is only 10. So whenever you do see the data, please extend this to maximum and then here also in the corner see if you're missing out on any page or not. Right now we are not missing on any page so I can I can every data is seen over here, okay? So please make sure to check these two settings whenever you're seeing the data. Okay? Now here if you would see, okay, let's just show you let me just show you this. See, can you see for organic there'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 what so after date this is for your client view, okay? Always check the proper page and here the page thing. Now let's say if I make proper proper page 25, I have other pages to check as well. Can you see one {slash} 25? I'll have to go to other pages as well. So always make sure your proper page is set to max and if there are any 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, okay? I hope I'm clear. So and then how to change from channel to platform? Here if you want to go back to channel, search for channel. If you want to see campaign level guys, same search for campaign over here. Okay? So now when I switch to campaign, it will can you see all the campaigns that this uh uh merchandise store is running, they are showing me all the campaign names over here. Okay? 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 applicable for all the reports that 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, let's say I'll ask you that Okay, guys, uh I can see that from direct I'm getting good amount of audience. I want to know they're coming from which city now. Right? So, my client The client is asking to break down this further that Okay, they understood direct is the 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 is asking you to break down this further. Hence, you put a secondary dimension. So, this is a primary dimension. Now, if your client ask you a deep dive question, you have to put a secondary dimension. To put a secondary dimension, you have to again you have to click on the plus sign. And whatever breakdown they have asked for, let's say they're asking for a city, gender, age, search for it over here. So, now I'm asking for city, right? So, I'll click on city. And this data will be breakdown further to cities now. Can you see? So, now it's a very big data. Can you see there are almost 10,107 pages. Okay? How should I can't navigate all of them, right? It will be very tedious for me to check so much big thing. So, what do What do you have to do is Let's your client have only asked for direct, right? They have understood direct is the best performing channel, and they just want to know which city is giving good amount of traffic for direct. So, use the search bar. Okay? This search bar will filter down lot of lot of numbers over here. So, if the client has 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 York as a city, people are coming from to the website from New York as a city, if they are coming, what are the channel that they are using the most? Okay, let's say that this New York is the best performing 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 a city, and you know, from this city 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 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 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, whatever query the client has asked for, you can just search for that specific question over here. Like when I not question, but the keyword. If the keyword is New York, if if they're asking for specific city, or they're asking for a specific channel, right? Or anything, age, gender, it could be different thing, right? The client don't ask you vague question. They'll ask you specific to something. So, put that in the search bar. If If If If you're finding it very difficult to read such big table. Always increase your upper page count. Always check other pages as well. Okay, if you're not able to check other pages, one thing what you can do is, you can filter from highest to lowest. Okay? So, here for each metric, there's an arrow sign you would see. Okay? So, if you click on it, it will filter out things from highest to lowest. Right now, if you could see, it's not in a proper arrangement, right? 30,000 is at top, then 11, then 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. 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. Now, these are metrics. I'll just explain you each of these 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 website performance, how was for the month of Jan Jan 2026, we could clearly see they've got total users of around unique when I say users, this are like unique people like two people, okay? 43,291 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're giving you breakdown for each channel 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 Jan month overall the time spent was around 1 minute 33 seconds, okay? Wherever you see a very less time spent, for example, organic video the time spent is very less. That means there's some problem with the channel performance in general. Okay? Cross network is a very good channel for them. Email by people who are coming from email, they have spent a good amount of time. So, 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 engagement they have done on the site. I'll explain this in detail in the next report, so ignore this for now. Now, here I told you, right? Event key event, okay? Now, what is as I told you, event would mean all the event. Can you see? So, when I click over here, this is what they mean by event. Any action you have done on the site. Can you see first visit, checkout, add to cart, everything is part of event. Any any activity. But, key event would only consist for because this is an e-commerce website. Merchandise store is an e-commerce website. So, for them what is a key event? How many people bought the product? How many people added the 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 three as a key event. You can you can customize as per your brand need. Okay, not necessary you have to follow what the merchandise store website has done. Right? Now, if your client ask you that guys, can you tell me how much purchase like when when we say see this is not purchase no because this includes all the action. Your client just want to know how many purchase you have got from direct, then you have to go over here and you have to click on the purchase sign. And now we can see from direct we have got 545 purchase in the month of Jan. Make sense? Right? So, always don't forget to see this. If your client is asking specific to an event, please go and select it. 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. If my client ask me that okay, can you tell me how many people have scrolled? So, see? So, make sure to change this as per the question again. So, we have understood the user acquisition. Now we are going towards the traffic acquisition report. Now guys, the first thing is okay, let let me just turn off the toggle because I don't want to see the comparison data. Now, what is the different the first thing is like see both the report will show you channel performance, platform performance, and campaign performance. Okay? Then what's the different? In which situation you'll refer to the user acquisition and in which situation you'll refer to the traffic acquisition report. Okay? Because the dimension is the same. 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? First thing traffic acquisition report would show additionally the revenue. 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 have got with when we put a key field key and filter as purchase. So we can see okay how much how much purchase we have got, but let's say if you want to see the revenue that we have generated, we can't see it over here. Hence, traffic acquisition report will show you revenue. Like at the end if you would see there's something called as total revenue. So that's one thing. Next, see in traffic acquisition instead of user we have something called as session. Okay, now what is the difference between both? Okay. User would mean unique people who are there on the site. When we say 42,463, that means this were the number of users who were there on the site. 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. 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 visited your site, whereas traffic acquisition report shows you overall traffic that you have received on the 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 amount of traffic you have received on the website. Now, it could be one person has visited multiple time as well. Okay? Whereas in user acquisition when you see your user count as whatever we were able to see, what was the number? 49 or yeah, 42,463. This means that this were this were the amount of users who came on the site. Okay? This is the amount of traffic. Now, when I say traffic, I mean a one person might have came multiple time as well. Ideally, you're use This will tell you total traffic, whereas your user acquisition tells you unique total users on the site. Does that make sense, guys? So, if your client tells that we want to know unique users, then you have to refer to user acquisition. But, the client ask we want to just know the overall traffic, irrespective of the person came once or twice or multiple times, then you have to refer to the traffic acquisition report. And secondly, if the client ask you any question related to 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 a secondary dimension, use a search bar, increase the total page count, go to other pages, change the date range. Right? Again, if the client ask you specifically for purchase. Now, see, can you see this revenue number? This is not correct revenue number. Why? Because this is for all event. Okay? If I make it purchase, then ideally this number would change. So, let me just show this to you. First, I'll filter it from highest to lowest. Now, we are able to see direct has got a revenue of 51,000. Let's see if that changes if we make the event to be purchased. Sorry, not here. But, here. Right? So, the purchase count has changed, but yeah, our total revenue remains same. So, that means the number is reflecting correctly. Okay? There are times when the num This number also gets changed when we change this key event. But, if this has not changed, that means the number is correct. The revenue number is correct. Okay? So, I hope you understood in what situation which report you'll refer to. If the client ask for unique user count, 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 are some new metrics that you could see, okay? The first one is your session. Now, what do I mean by session, guys, okay? Let's Let's just understand. There's something called as click. There's something called as link click and then there's something called as session, okay? You would always see click is higher than link click. And link click is higher than session. What do I mean by this, okay? When I say we have got clicks, clicks would mean anywhere they have clicked on your post, on your ad, okay? When we say link click, they have clicked on the URL, okay? But not just clicking on the URL doesn't mean they have landed on the site. They might have bounced back. Uh the internet was not working, so they didn't landed only, right? But session means that yes, they have landed on the site and they are spending some time. Okay? So, you will always see that there are many people who clicks on your ad or on or or any of your post. Out of that, only some people will click on the link and out of that, only some people will actually spend some time on the site. Right? So, session means that this user 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 check GA because the session number is much more better than checking clicks and link clicks count. Okay? Now, how does the session gets calculated, okay? Now, let's understand this. So, like, what will make it one session, what will make it two session, three session is we'll try to understand, okay? The first thing is the default setting of GA is one session would end after 30 minutes of inactivity or if the user comes back from another 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 to log in to your net banking and even like for few minutes, if you like you you don't close that tab, but you keep that tab open and you go to another tab and you come back to that HDFC net banking site and let's say in even in next two or three minutes, 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? The same is the meaning of session in GA as well, okay? So, in Google Analytics, when you set up the Google Analytics code, it will calculate the session. Now, what will make one session end, okay? So, the default GA setting says after 30 minutes of inactivity, one session would end. But, do you have to keep that See, you can change the setting and ideally you should. You How I would you give 30 minutes of time period for anyone to come back? Don't you think it's a very long time period? Right? Like even if it's an auto banking site, still you're 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 setting says. So, your job is to first go and change this default setting and make it customized for your brand, okay? 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 refresh it it it would refresh on on own. Have you ever experienced this? So, if you keep one particular website on for a very long period and you come back on that site, it will refresh once. Have you ever experienced this, guys? That also indicate that the first session has ended and now your second session will start. Okay? Let me show you an example of this. Okay, so let's take an example. I'll open Myntra's website right now, okay? Myntra website has a Google Analytics code added. Now, imagine they haven't changed the default setting. Ideally, every brand will change the default setting. They won't give such big time period. 30 minutes is a very big time period, okay? But imagine let's say if they have they haven't changed it. So, what is the scenario, okay? Right now, if I just went on the site, right? It was 9:50 at 9:50 I came to the site. Now, imagine I'm doing some time pass on other tabs that I've opened over here. I'm I'm on my G account, okay? Now, if I go back to Myntra's website by uh 10:20, >> [cough] >> 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 after 10:20, let's say I came back to to the site 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 of inactivity, if I come before 30 minutes of inactivity, my first session will keep on continue. Like that user's first session will keep on continuing. If they come back after 30 minutes, their first session would end and the second session would start. Okay? So, that's one way the session gets counted. Other way is Now, right now I 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 first session will end and here my 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 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. Okay. Now, let's go back. So, we understood what is user acquisition and traffic acquisition report. Now, let me just show you other one. In cohort, the demo account doesn't show any data I've usually seen. Okay. So, great. Now, it's reflecting. Last time when I checked, I couldn't see it. So, basically, 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 site, okay? So, here what Google Analytics does is it calculates the sum of all the purchase, subscription, and some ad revenue for the first 128 day. And it will tell you what is the lifetime value, okay, of each user from each of the channel. So, this is basically gives you the LTV data, lifetime value of the user, okay? What I say is it precise? No, because I don't know how they're doing the tracking part. They might have tracked it in a very different way, okay? We usually don't refer to the cohort reports, you can ignore it. Now, lead acquisition report is not applicable again for this brand because they are all into e-commerce. Hence, you would see new lead, qualified lead, converted lead, all of them are zero. Okay, this user key event 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, okay? For lead generation brand, new lead would be amount of lead you have calculated. Qualified lead is out of that, how many were correct lead? And converted lead is out of them how many have actually bought the product or the service. 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 Ads and they want to see the performance. So now campaign is basically ads part, okay? So if you're running any ads, okay, apart from Google Ads and you want to see that campaign's performance, then you can see it over here. But how this campaign performance 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 you would have seen this. Like if I click on this ad, this this helps us track So when you put this UTM parameter, this will track the data into GA. If you If you don't put this UTM parameters, you can't see your campaign performance in GA. Okay? So if you're running any paid campaign guys, for that you have to add this UTM parameter. So So whatever you're able to see on your Meta Ads or Google Ads dashboard, that same data will get reflected on your Google Analytics as well. But to do that you have to create this UTM parameters. Okay, great. So yeah, I mean if you want to see your campaign's performance, you can come and check it over here. Okay, so that all you have under the acquisition report. Now engagement report, okay? So in engagement report guys, I won't show you all the sections. The important one is something I'll take 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 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 important one now, like which is your Wait, sorry. Engage ment which is your pages and screen and landing page performance, okay? Now, what is this? Okay, pages and screen is overall website pages performance. Can you see for each page it is showing you the performance? If I increase this row per page count, we'll see all the pages performance. Again, guys, same filter, date range, search bar, secondary dimension is the same. The filters remain the same. It is only that the data changes. Here you will see performance all of all your website. What do I mean by performance of all the 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 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, what is the time that they're 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 how much transaction you're getting. Now, if you could see for transaction, it is only showing on your checkout page because that's where you do the transaction, right? Hence, it is showing you that on the checkout page we have got a revenue because that's the place where you majorly do the transaction part, okay? Again, you want to see how much purchase, add to cart If if I put a purchase filter, again have it will majorly show on the checkout page. See this because that's where you do the checkout. Right? So, this is this will show you how your pages are performing. Now, what what do you mean by bad page performance? If if the user is spending a very less time on that particular page, that means there's something wrong. Right? Your homepage time spent is also very less, 18 second. Right? So, if you see some of your category pages not performing, see now the store broad HTML page hardly has some time spent. So, you know that what pages 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 page and what is the difference between pages and screen and landing page? Landing page are specifically performance of those pages that you have used for your ads or for your promotion. So, for your ads, for your influencer marketing, for your referral, you give specific URLs, right? If you want to see the performance of those URLs, please check under the landing page section. So, your pages and screen will give you performance of all the pages, but landing page will only give you performance of those pages that you have used in your promotions, promotion of your paid campaign or influencer or affiliate. Make sense? Again, the metrics remains the same mostly if you would see, it's just that here you have session count uh and then active user, new user. I think I've already discussed all of this metrics. Now, for monetization, guys, I won't cover the monetization entire part. I'll just show you one part of monetization and then I'll pause for the day, okay? Because it will be very overwhelming uh if I rush through it. Now, monetization, as I mentioned before as well, this is all 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. 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 product, okay? Now, this is not just uh products which are getting sold from Google Ads or something. This is performance of your all the products on the website. You want to know which product is performing well on which channel? Then you can put a filter. Again, you can put a secondary dimension and find that out further. You want to see okay, this product is sold out from where? From Meta ads, from Google ads, from SEO. You can put that filter. But, as I said, this product performance report will help you understand all about inventory management, a very big business decision for e-commerce brand out there. Okay, now for example, let just see this, okay? I'll I'll take 2026 data. Let just take a very recent fresh data. Okay. So, so far in 2026, let's just see what products have been performing well, okay? Can you clearly see it's Nano banana sweatshirt, okay? But now, no, this is not because it is not in proper sync, so I'll just filter it from highest to lowest revenue, okay? So, ideally, it is Google 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 particular product was only viewed 347 time. There are other products which 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 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 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 high better AOV, average order value as well. Right? So, you have to see it on those line. Now, there is one problem, okay, in this demo account. Can you see this? Google unisex eco tee black. Now, the tracking There's some issue with the tracking over here. Why? Because it doesn't have any view, it doesn't have any cart, and directly item purchase. So, that means there's something wrong with the tracking for this particular page. Right? So this also help you understand if you're tracking data properly or not. Again, when I say tracking problem, code might have been misplaced, there would have been some issue and the brand needs to rectify it. Am I clear, guys? Now let's say we understood, okay, this product has performed well overall. Or let's say your client would ask you that when whenever they do a 2026 planning, they compare and 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 were what were your top performing product, which channel has derived Now again, we could see top performing product Oh, by the way, the priority should be given to revenue over item purchase. So just filter it from highest to lowest to revenue. And what are your top five products? Right? Again, for this this unisex equity black is a very good performing product. And if it's tracking is not doing properly, you have to for sure go and rectify it. Okay? Now your client would want to know, "Okay, then if this are best performing product?" Because now they will have to do the inventory management, right? Let's say they would want to do an inventory management there where they would want to see, "Okay, in which city or you know, for which age or which gender?" If it's very specific to that, then keep they can keep the inventory 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 uh purchase. So you can for that city, you can keep this product inventory ready. Right? So you can do lot of inventory call over here. You'll understand, okay, from which platform or channel you should push this product more. Right? So I would want to see, "Okay, from which channel this product got sold out?" Right? I hope you're able to this uni uh unisex equity black was again performing really well from direct. It's majorly direct for them. But it could be a different insight for you guys. So, it is not just for your marketing that okay, this report would let me know that you know what product should I push next, what should I cross-sell, what should I upsell. The major importance of this report is all your inventory management, okay? Which product we should keep in stock, which Let's say you find out in 2025 there were some 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, right? So, you have to also I mean by inventory management decisions that you will take. And there are many brands who rely on this report to take this kind of decisions. Clear? So, it is not just marketing, guys, is what I'm trying to say. Lot of business decisions comes from here, okay? Then, uh pause. Now, there's something called as purchase journey and checkout journey report, guys. Here, it will show you the overall journey of your website, but it 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. Right? Now, for example, the default one was device, okay? Can you see over here? Now, what [clears throat] this is trying to indicate, okay? Like, how many people came to the website, okay? Then, out of them you can just do a comparison if you would want to over here. How? Let me add a comparison. Mobile and web. And you can see. Right? So, it will show you that how much you're getting from mobile, how much you're getting from web, and ideally which is performing well for you guys, okay? Now, what it is trying to tell you is that can you see mobile has got a lot of sessions start like there are many people who are coming from mobile compared to desktop, but when it comes to checking out some product the there was a sudden drop in mobile, but in desktop it was very better. So, for session start is mobile is good, but when it's when it comes to spending some 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 desk it it was a U-turn and desktop has performed 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 highest amount of purchase and revenue out there. Right? Similarly, you can see for city, language, and other filters. You you have to see the entire journey. Okay? Then you also have something called as checkout journey report. Now, what is the difference between purchase journey and checkout journey? Like in this report after like add to cart, okay? Let me just uh turn off the toggle. I don't want to see the comparison. Right? But here if you would see it's only what uh Yeah. Session start, view product, it's like you have checked the product, then you went to add to cart, then you did checkout and purchase. But you know, there are steps between checkout and purchase as well. That is not covered here. So, do see that where did the drop happen because in checkout and purchase as well there are multiple steps the user would do. So, that is something you see in the checkout journey report. In the checkout journey report, it will show you more in-depth steps from checkout. So, can you see after checkout there are two more steps that you do. You add You add your address if you know, and then you give add your payment method, right? And then you purchase. So, this will tell you where did the drop happen. So, can you see there's a very big drop between shipping and payment. And again after payment and purchase is is big drop. So, it was all good between bin checkout and add shipping. After that, the user has dropped out. And obviously, that that's the time where major people think to go back and think again. Right? So, 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 desktop. So, it's an insight that you're giving to your client that okay, we should give equal importance to desktop as well for this brand especially. So, I think we stopped at um purchase journey and checkout journey. I think I've already discussed purchase journey and checkout journey, the difference between both. Uh purchase journey shows like the overall overview, but checkout journey covers the middle part that happens between the checkout and the purchase, which is shipping and payment. Again, you can see this flow for um multiple things like browser, gender, age, language, city, region, country. You can compare as well as I've told you it has a compare toggle over here. Now, um in the promotion tabs, okay, if if the brand has done some specific promotion, okay, you can see you can kind of track uh how did that promotion worked for you. So, there's a separate section given for that. And lastly, like in transaction as well, we don't ideally refer to the promotion and the transaction uh section because anyways, the promotion is part of a campaign, so we get get that in the acquisition report, okay? Um Again, transaction is more with respect to uh the the IDs, okay? People who have purchased and we can we can track some of the IDs. So, you can see performance for that as well. But again, as I said, not not that important section within the monetization one. The important one is our e-commerce purchase, purchase journey, and checkout journey, okay? Then, you have this retention report. Now, as I mentioned, retention is like um you know, the time that the user has spent on your site or app. And um like how many of them are returning each day and what is their LTV? What is their lifetime transaction value? Okay. So, retention is like how well you're able to retain the client. Okay, this is what we mean. Now, in this retention 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 interested to check is this average 120-day value. Basically, what is LTV, lifetime transaction value of that consumer. Okay. So, they want to know that okay, once the consumer came on board, how many of them were new, how many of them were returning users. So, like out of like 37k new users, there are like around 8.9k returning user as well. Returning user as I mentioned, the one who have previously visited your site. And the second thing the client would be very much interested is to know their average 120-day value. 120-day value as in like in the last 120 days since the customer came on board, how much What is their What is their lifetime transactional value? Okay. So, again that that is something that they get tracked, but from brand to brand it differs. Okay. Um [snorts] the last report is the user report. Now, user report 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 section of demographic details. Okay. Again, [snorts] if you go over here, you you can get the data from country, region, city, language, age, gender, interest. Okay. When I say interest, basically, the audience have what kind of interest. Okay. So, you know, um like if you're doing any meta running any meta ads or you're running any Google ads, then there also you need to input some targeting, interest targeting. So you can pick up from here. So you here you understand that okay, what kind of interest your audience has and how are they converting. So you can know what are your pop top performing audience with this section. Obviously apart from that you have gender, age, language and all. And then this audience section is something that you have to customize for your brand, okay? This is more with respect to what 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 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? So some brand like this brand merchandise store want to track what how the users of San Francisco are performing. Seven-day what journeying users, 28-day top spenders. So they have customized this. This is not something that analytics will create for you, okay? And the last 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 if which is a browser which is performing well for your brand, okay? Ideally it is usually Chrome, the OG, okay? There's no other apart from Chrome. You can see device category like, you know, which device is performing well. You can see model as well. So you want to know okay, what kind of people are purchasing from my website? Like what kind of phone they use? If you could [snorts] see okay, by the way, just one thing. Wherever you see this not set on your analytic that means um the GA is not able to track it. I think I said this yesterday as well. This people might be using VPN or incognito and it's difficult to track the data. So so that is something that goes into not set. But yeah, you could see and there could be some tracking problem from your end as well. I'm not saying it's always the user, but it could also be that you haven't set your tracking properly and because of which you're not able to capture the data. >> [snorts] >> So, but yeah, apart from that, you can see like, you know, there are different phone models, right? Like people are using what kind of phone you can like if I just scroll to 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, Jan to December, which was the phone? I think it's iPhone only, but Yeah. So, apart from not set as iPhone, 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 desired uh device. You want to have some platform idea if if you're doing some uh promotion on some uh uh how should I say? Like the now because it's only set up for web, it will just show you web. Uh you can see for what operating system your website is performing well again. So, those details are also there is what I'm trying to say. And this is how you summarize the entire report section under Google Analytics, okay? So, just to give you a summary, in real time we see the real time data of last 5 and last 30 minutes. We usually don't see this very frequently. Only on special occasion we try to check this report. Acquisition [snorts] report will answer if you have any question with respect to platform, channel, or campaign performance. Engagement will help you answer if you have any question with respect to the pages performance. Monetization will help you answer if you have any question with respect to the user journey or the product performance. Retention will help you answer how much like, you know, how how the users are coming back to your site, how much you're able to retain. In user, there are two type user attribute, which will give you all demographic and geographic level data. And then in tech, you get all tech related data. Okay. Now the next part guys is 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 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 have discussed all of this. If you refer to my paid campaign session, you will find all of this there, but let's just go through it once again. Because this is again helpful for analytics. So Yeah, what are different kind of KPIs guys? There are four types that we divide it into. You have quantitative, qualitative, lagging, and leading. Okay. Again, quantitative will give you data in number. Qualitative will represent the textual forms of data. Lagging indicator is more of like you're 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 our metrics are divided into these 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 interview will ask you to tell me quantitative, qualitative, lagging, leading. These are just some 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 concept, that's enough, okay. Now um with respect to you know all this uh uh sorry. With respect to all of this KPIs, we further divide into multiple indicators, okay. So you have input 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 you are trying to just analyze whatever available numbers that you have available resources that you have, okay? Your output indicator is which will indicate the final result of your entire process, right? Your process indicator is your time to show some effectiveness within the process. Your directional indicator is more with respect to the performance of your like overall organization in general. And then you have something called as practical indicator, actionable indicators, and financial indicators, okay? Practical indicators are more of like you're challenging the existing process. Actionable is more with respect to how you can again check the future actions or the ability of overall of organization. And lastly, your financial indicators are like how sustainable your company can be or your brand can be, okay? Now, there are different kinds of KPIs, and we I think I've discussed all of this with you guys, okay? We have kind of 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 spends, right? And now, and return on asset can also be revenue divided by the amount of money of put on your brand overall, right? Lead conversion, we have always I've already mentioned this in the past. Lead conversion is like how much leads you were able to generate, and out of that how much you were able to convert, right? Customer retention rate, basically, once the customer buy from you, how for how much time you are able to retain them, okay? Employee turnover rate is more with respect to how much business you're getting from your employee, okay? Now, you have customer lifetime value. I've already spoke. Once, let's say if if I am a Myntra's customer, Myntra would track how much revenue I'm trying to bring on the table since the since the first day I've bought product from Myntra till date, okay? Cost per lead, cost per acquisition. Now, these are two different thing. Cost per lead is how much you have paid to get details of the consumer. That is cost per lead. Like just if I share my detail, my name, number, and email ID. So, how much a brand has paid to get this detail of mine? Cost per acquisition is how much a brand has spent to acquire me as a consumer. So, one is cost per lead is like just getting the detail of the consumer. Cost per acquisition is like it's acquired. I'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, um 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 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. Uh what has helped with process development, what how your project has been working, how your product performance has been doing. So, now, then what is the difference between like KPIs and metrics, okay? So, people tend to get very confused that what is KPI and what is metrics, okay? Uh KPIs are with 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 KPIs, with the name is key performance indicator. Okay? Like we just key performance indicator means that you are just taking few important uh metrics, okay? So, there are multiple metrics out there in the market, okay? When I say KPI, KPI is only those metrics which shows exact impact on your business, okay? So, these are metrics only, but 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 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 full form of KPI is key performance indicator. So your key Again, this KPI thing varies from brand to brand, okay? Now, with KPI you can kind of you know, track the progress towards your key business goal. As I mentioned, it will help you to do a lot of strategic decision-making. It is kind of relevant across all your departments and it has a very high-level of perspective. When I take off talk about metrics, again, they're kind of unit of measurement, how you are measuring. Session is a metric. Revenue was also a metric, okay? But So okay, how should I say? Metrics is more of like uh different things that you're trying to measure. From those metrics, there are some KPIs as well, okay? Now, again, metrics will help you to drive some measurement. It It shows the performance of you know, overall process of your business, okay? So when I say overall process, it start from your reach to impression till the end of revenue as well, okay? Again, it will give you a context with respect to your business activity, kind of relevant to some specific department to department as well, and it has a low-level of perspective because Again, people get confused. When you show all the metrics, imagine I'm creating a table where I'm showing you all the metrics, you get confused that okay, what should one check? But KPIs, as I said, is very business-oriented, very specific, right? So that's how you can divide between KPIs and metrics. Um Again, like for example, over here, if if you're talking about sales growth, okay? Uh what one would check um when it comes to KPI versus metrics, okay? So your KPI is more with respect to if you would see, we would see that you know, how much 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 bifurcations out there, right? So, metric will try to divide your data in in a in a in a very like starting from the user saw the 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 KPIs, there are some procedure that one would take, okay? Now, this is very business-to-business oriented, okay? Starting with uh you should know for your brand, what do you mean by success? Like you have to define your success, okay? As I said, for e-commerce brand, success could be their return on ad spend. For some of them, it can be profit of ad spend. For some of them, it could be lead. Some of them, it could be quality lead. You have to 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, whereas a system is like platform. Platform where you can see this number, okay? Then you have to share the updates with your team and 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 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 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 ideally, right? I have to make sure that it is the performance is improving. I have to increase the ROAS as well. Right? There are some techniques that the brand again use to measure the business metric. They prioritize their objective, they rewrite their objective. Because see, what you planned on first day won't remain the same in the in next few months or 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 that we do. And this is not just with respect to business, this is also with respect to marketing. The first day I started my campaign, it won't remain the remain the same till last last year. Because then what are you testing with? Okay? So, you have to do a lot of pivots based on things what work, what doesn't works, right? So, you have to rewrite your objective. You have to start start set a benchmark as well for your business metric. You should know, okay, for my business, this is my benchmark. Otherwise, how would you achieve anything, right? So, now how do you put a benchmark? You have to see the industry standard, okay? You can't say that, okay, if if a clothing brand is getting a profitability of 30%, my electronic brand should also get a profitability of 30%. No. Not possible. Industry to industry, the benchmark varies. So, you have to do the right industry benchmark. You can't compare clothing business to a tech business, right? You can't compare B2B to B2C. So, you have to find what is your benchmark, what is your benchmark business metric, okay? Again, use some action for your learning indicators and then keep measuring your plan. That's how business try to measure their metrics. Now, guys, there are many tools, as I said, where you can track all the KPIs. The one that we have already checked is Google Analytics, okay? There are brands who use this tool called as Salesforce as well, okay? Very popular in the market. It will help you to create a dashboard of each employee as well as the entire company, okay? So, it's very popular solution for KPI tracking. It will help you to create some personal dashboard for every each each of your employees and the business in whole as well. A very popular tool. You might have heard about this tool called as Salesforce. Then, there are other tools as well, like there's something called as Koru. Um again, it will help you see overall you know, aspects of the business on on like one single dashboard. See guys, Google Analytics is mandatory, I would say. This is like how should I say? Uh 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 one, you can choose any one or two out of this. You don't See, as a business, you shouldn't use all the tools in the market because trust me, it's very confusing. Okay? What you can do as a business is at the start, you can try using all the tool and then stick to those tool which works well for you. Okay? For example, when AI got introduced, I used all the AI tools. I've used ChatGPT, Purpose Built, Cloud, Gemini Notebook LLM, you tell me and I'll name it. When I was using all of this, I understood which one is helping me with what kind of answers, okay? And then I just stick to one or two tool. Because see, it looks very fancy that I'm using this tool, that tool, but it takes a lot of time, it drains a lot of energy as well. Try attempting by yourself. If you tell me that okay, ma'am, I'm I'm using all the AI tools in the market, ChatGPT, Cloud, whatever you could think of, it will drain your energy. It will make work more confusing. So at start, you can check out all the tools, but later on, you have to stick to one or two. You can't sit on just testing out on all the tools. It will drain your time, it will drain your energy. Okay? So it is like in in in business or in marketing, this I mean, you know, more the merrier doesn't work, okay? You first check out all the things that are there in the market and choose the pick pick the right one for your brand. That's it, okay? So if you think more the merrier would work, no. I'm not saying you shouldn't test out. First test out and then stick to one or two. Don't keep on working on all the tools till till your lifetime. It doesn't make any difference. At the end of the day, every tool is the same. The function is also kind of the same. It's 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 as well. It is not a big brainer. All of them have kind of replicated in many ways, okay? So if you can use Salesforce, you can use Khoros as well is what I'm trying to say. Then there's one more tool called as DataPine. Again, in businesses many brands use this. It is again a very advanced analytical tool. It has a very great interactive dashboard. Again, you can find out new relationship and you can kind of get the trends as well. Again, these are all fancier tools, okay? So hence I said, if you're using Google Analytics and if you're using one or two business tools, that is enough. You don't have to use DataPine or you don't have to use Innit Soft. Like you can't have to use all of this. I'm just showing you what are the options which are there in the market. You as a business have to go and find out the right one for yourself. Okay? So there's something called as 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. These are some options which are there in the market, but for me, I've I've always for me Analytics and Salesforce has worked well, okay? Work well as in those are OGs and I've been using the them for the while is what I would say. So there's Innit Soft. Again, the same thing. It will help you to create all those visualization dashboard and all. Tableau is very great, okay? Tableau is something try learning this, okay? Um So what what in Tableau what what we can do is we can also connect our Analytics to Tableau, okay? So you can connect your Analytics to your Tableau and it will automatically refresh data from Analytics and other web apps. So if you're using any other web app, you can see all of the summary in Tableau. Tableau is is a great platform one can try out, okay? Simple KPI again, same like Innit Soft. Create some dashboards and all. There's something called a smart sheet again here. You can create some visual status of project, summary report, goals, deadline. Again, you can Now, if you don't want to use this, you can use your Google Data Studio as well. Okay? This is all with respect to how well report you can create. Customization, visualization. There's something called a target dashboard again does the same thing. So, there are many in the market. There's something called as iDashboard, which is there in the market. There's this 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, you don't have to refer to the desktop. 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 very difficult to check it on my phone. Like if you'll ask me that, "Ma'am, can you open your analytics on your phone and tell me the number?" Trust me, I can't do that. I'm not used to only I mean whatever dashboards I use, I'm used to using it on my laptop or big screen. I don't know how to navigate on phone. I don't know how to see it on phone. If you're someone who's very busy moving around and you still want to see numbers like this, use Handy KPI. It is very mobile-friendly is what I would say. Your analytic platform and all are not mobile-friendly. Trust me, the way the experience that you get on your laptop 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. Okay? And then there's something called as Clipfolio. So, again, it is a cloud-based app. Here you can show share some real-time business dashboards. Again, web browser, monitor, mobile device can be can be used for all. But, as I mentioned clearly, even if you use like one or two in all of this, the most important was your analytics, Salesforce, and Tableau. Okay? And then handy KPI in case if you're someone who's very busy person, can't open your laptop, and on the go you want to see some numbers. Okay? There are some tools for metric tracking as well. Um so again, similar to Google Analytics, there's this tool called as StatCounter, but uh 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 very good tool that I like. There's something called as Crazy Egg. Okay? Uh so now, this tool, and similar like 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 something called as Mixpanel as well. Okay? Now, what this tool does is you have to give your website URL to them. And heat map, it will record your website activities. So it will tell you uh like it is it will kind of capture what's happening on your website. So can you see these yellow dots, blue dots, and all? This will show you like where's where your user is spending a lot of time on your page. What is the section they're clicking the most? What is the section that they're ignoring? So this heat map is nothing but it is trying to show you where they're spending time on your page. Like 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 personally like such kind of tool because you understand uh what exactly is happening on your site. Now, you can use this tool you call as Crazy Egg. There are other alternatives also in the market called as Microsoft Clarity and Mixpanel. Okay? Uh I was just trying to because um Actually, I'm still uh so I have my business page, but one second. So, what I'll do, because I'm not able to log in to my back end of my website, probably in the next lecture I'll show you this Clarity part. Again, this is like your Crazy Egg only. Very easy, you just have to So, what happens, the way you have Crazy Egg, the similar way you have Microsoft Clarity. I prefer Microsoft Clarity. So, what do you have to do? You just have to give your business detail and they give you a code to place on your website, okay? So, they will give you a code. Like now, my website is a WordPress website, okay? So, they have Okay, let's just do it right now. I'll do this in front of you guys. Give me 2 minutes. I'll log 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. So, it's like your Crazy Egg, it's just that I'm using another tool for this, but the same use case, okay? So, here they will give me a code. And I have to set this up. So, okay, by the way, for obviously this So, it depends on what you have created your website, okay? But you have to install the code, okay? So, it completely depends on platform to platform. People use different platforms, okay? So, for my website, because it's created on WordPress, I'll I have I've logged in here. They also tell you the step what to do. So, they're they're asking me to install one plugin called as Microsoft Clarity. What is a plugin, guys? On WordPress, plugins functions like an app. It's like imagine WordPress account is a phone and plugins are like 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 that I want. So, I want Microsoft Clarity. My website is pretty new, so we might not see a lot of uh Okay, it's not appearing. There's some 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. Okay, let me try again. Let me try doing add plugin. Yeah. Yep, so here we are. We'll install this plugin. Once this gets installed, we have to say activate. Okay, so you can refer to this. Yeah. So, 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 get started. Because this is a new website, I'm not sure how many heat maps you'll be able to see, but Right? So, can you see right now it is 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 um you know, it like the code automatically gets installed. You don't have to put it. You just have to give your website URL and the code automatically gets put put it on your website. So, if you see, we don't have to give any code as such, okay? I have already given my website details and it will start tracking the performance. Now, the problem is because the tool is only set up today, what we can do by next week, we can come back and see if we see any performance over here, okay? And also second thing that because my website is pretty new uh and it has less traction, uh hence it will take some time to collect the data as well, okay? But probably in the Right now, I can try go and do something. We have discussed heat map. Heat map will come back and we'll see uh later again. Let me I'm in 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, 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? Uh and yeah, I think that they're just showing one user anyways. Okay, we will uh keep this the way it is. Now, let's uh go to the next part, which is yeah, we stopped at Crazy Egg. Now, Twitter Analytics, okay? So, Twitter Analytics is more of like if you have a Twitter account or if you're running any ads in general or if your brand 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 kind of engagement you're getting. It's like your Instagram Analytics only, okay? Uh again, on Facebook also, we see something called as Facebook Page Insight where you see how your page is performing. Um I like a basic idea on the kind of likes you have got, how many people your post was able to reach out to, what is your engagement? So again, it's a free These are all how should I say, free platforms which are embedded in your social platform itself, right? You don't have to pay for this is what I'm saying, okay? Then there's something called as Web Trend. Um So Web Trend will help you understand you know, what kind of content usually performs well so overall with respect to your digital marketing channels, okay? Again, uh would I say it's a great tool? No. I mean, your analytics anyways give you this answer, okay? So, why you want to take more load of using 10 other tools out there? Uh Google Alert is a good tool. I think we all know about Google Alert, right? So, um so what Google Alert would tell you is um it's it's more about, you know, um it will help you focus on evaluating your marketing campaigns uh results and it will uh it will also set the frequency of some automated alerts, okay? Where your brand has been mentioned. Um any any interaction with with for your brand in general. So, you have you can set up Google a Google Alert as well. Um Google Alert one should one should put it out. So, your 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. I'll just choose one of my ID. I'll delete it because there are many. So, I'll have to use another website of my own. But I can say I want an alert for this brand name of mine. Let me I mean, the website is taking some time to load, but it's a it's a very easy setup is what I would say. Uh YouTube analytics, again, if you have a YouTube channel, you can analyze your channel performance in the YouTube analytics section. Again, uh give you idea about your views, your channel performance, uh AdSense revenue as well if you are allowing um you know, to run ads on your channel. Hotjar, again, it's about the same thing I mentioned. It's like your Microsoft Clarity. It is like your Mixpanel where you can measure the performance of your landing page and blog. Again, it will record your uh sessions on the website. It will help you understand where exactly time is been spent on your site. So, Hotjar is like a Microsoft Clarity. Uh it is like your Crazy Egg tool only, okay? Nothing new. Hootsuite, uh it's a good tool for um competitor analysis, okay? I like Hootsuite when it comes to computer analysis as well. And it is also good 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 paid tool. It's not a free one. In See, all these tools, most of the tools are paid, okay? The free version just give 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 doing all the free stuff on all the 10 free tools, even the free tool will won't allow you after some time. After 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 say, pick up just like few tools and get started, okay? So, Hootsuite is overall good to check your social media performance uh across the channels, okay? So, let's say your brand is on Twitter, on YouTube, on uh LinkedIn, on Facebook, on Instagram. Now, if obviously all of this platform has their own analytics section, but again, it gets very chaotic if you have to go and check each of the platform. So, you can get numbers of all of this platform in one tool, which is Hootsuite. So, if you want to monitor overall your brand social media thing, uh instead of going to each of the social media platform, just you can buy a subscription of Hootsuite and you can track it like on one platform, okay? And there's something called as Kissmetrics as well. Uh again, it is more with respect to measuring the performance of your website and app, but 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 uh a platform or a 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. So, so far, guys, this were the amount of tools which are there in the market. I'll reiterate for the very last time. Not necessary you have to use all of them. For each, as I said, the OG's GA, which will give you most of the answer, okay? Then for social media, you can choose 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 have Google Alert. You can have one for business called a Salesforce or something on those lines. And one you 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 this. Rest, would you ask me that should 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, I haven't worked I mean Like we usually stick with one or two tool, and that tool is by default selected by your client or or by your manager. In case if you have some new recommendation, you can pitch, but you know, no one want to take that hassle because you have so many things on your plate. No one has a the to explore so many tools in the market. Right? So, uh my preference has always been to use the OG one which are there in the market for a very long time, who has really good reputation, and I've already disclosed the name of those. Okay? Now, in analytics, we have discussed the report section entirely. Let's go to the next part that you should know, which is the advertising section, okay? And I told you not to close your demo account, okay? So, now in the advertising section, guys, uh I'll just talk about some important section that one should know, okay? The most important one over here, out of all, is something called as key event attribution path, okay? If you hover to that, can can you guys on your screen as well go to the advertising section and go to key event attribution path quickly, so we all can see it together, and I'll show you what exactly is that. Now, this is a very interesting report, and trust me, I rely on this a lot, okay? And this helps me a lot to convince my client on various factors. So, what exactly is this report is trying to show you? Key event attribution path. First thing, attribution path means See, a user doesn't convert through one channel. At least in today's world, where you have so many option, you you know, you have to ideally track how did the user got converted. When I say how did the user got converted, first time from which channel they came to the site. Then second time, from which channel did they came to your site? And ideally, from which channel did they got converted? This is what we call as attribution path. Attribution path would mean that, you know, what is the user journey? Like, for example, I got to know about the brand by while I was Googling around, uh then I also saw their social media ad, so I clicked from there, then I also saw some email from them, and 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 users path for conversion? Okay? So, before I discuss this top most part, 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 Jan Sorry. Yep, here. So, let's just see this for the last entire and I'll I'll just show you how to read this report, okay? Okay? So, now if you see, it's it's it's pretty confusing when you see it for the very first time, but what this channel what this report is trying to tell you is, guys, what is the users path, okay? So, this brand last year had generated around this this this is a revenue count, okay? So, how did they generated this revenue, okay? What was the users journey majorly, okay? Now, if you could see, the first one shows direct as 100%, so that means this much amount of revenue just came from direct. Okay? Like people directly search for the brand for the very first time and they got converted is what it is trying to say. This amount of revenue directly came from organic search, like they for the first time only in one go they took the action and they bought the product. Okay? Similarly, through paid search ad, this is the amount of revenue they generated. Like the user searched for something, they saw an ad, and on on the first interaction only they got converted. Okay? Now, till here you could see only direct one, organic search. Can you see here it is showing one one one? That means like the person just searched directly and they they got converted. They searched through organic, they got converted in the first time itself. Now, from the fifth line you can see into two. So, what does this into two means? The first time user went to the website through organic search, they didn't got converted. The second time when they went, they got converted. Okay? So, hence you'll see two over here. Two touch point means they went through the same channel once, they didn't got converted. Second time they got converted. Right? Similarly, you'll see organic search three. That means third time when they went through organic search, they got converted. Now, see this. Okay? This one. Sorry. I'll just scroll down a little bit. If you see the 12th one, uh this is completely different. It says paid search and then organic search. What is it is trying to say? The user took two journey. First, they came to the website through paid search. So, they might have Googled around, they saw an ad, and they clicked on it, and they went to the site. But, they didn't got converted. Later on, through SEO they got converted. Right? I hope you'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 you've 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 36 line, the user came through paid search, didn't got converted, then they come came from organic search, they didn't got converted, and finally they again got converted through paid search only. This is something that you guys also do, 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? Okay? What is the point of seeing this report? First thing, you know, there are many times when your paid campaign doesn't work. When I say paid campaign doesn't work, you're running some social media ads, you might be running some text ads, you might be running 10 different ads, and you are seeing that it's not getting conversion, okay? And your client would come back to you saying that, "Guys, we are spending so much money, but why are we not getting conversion?" That time, this report really helps to save to get to buy out some time from your client and convince them to keep on running paid ads, okay? I'll tell you how. So, now, if you could see, I'll just show you. This 12th line, can you see the user got converted through organic search, but how did they got to know about the brand? Through paid search, right? So, yes, my paid campaign is not able to get lot of end conversion, but for lot of conversion, the first interaction was paid search. So, imagine if we were not running paid search, the user would have 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, it was not possible if we were not running paid search. Though the user didn't got converted to paid search, but they got to know about the brand for the very first time through your search ads. Right? I hope you understood this. Again, here as well, you generate you earned 10,000 of revenue through paid search only added in because that was the first interaction. The person the consumer got to know about your brand from there. Right? So, you can find such kind of touch point to convince your client. Does that make sense, guys? So, you can download this report, you can download the data, and show it to your client. That see, directly probably end conversion is not through my platform. So, so attribution model, I think I've taught you attribution model, right? Last click, data-driven in paid campaign I have taught you attribution model. So, in Google Analytics you can see like you know now there are only two attribution model if you remember in my paid campaign session. There's last click and there's data-driven. Last click is like the last platform through which you got converted. Data-driven will see your past performance overall, okay? So, 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 when you see the data from data-driven attribution model, right? For example, let's just see this, okay? For direct 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 lakh 54,000. But when you see as per data-driven attribution model, the revenue is a little bit 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 converted from organic search. No, it sees the overall flow that how much credit this channel has bought when 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. It says that the person who click I mean, the last channel you clicked and through which you got converted that should get 100% credit. But as I said, it is biased, right? You're not giving credit to awareness channel like other channels out there. So, hence we always stick to data-driven because data-driven will check the overall performance of the channels and then they'll give the credit. It usually checks all the past performance as well, okay? Now, in your analytic there's something called as explore. Now, what is the use case of this explore, okay? Now, 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, 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 is. Now, why you need a custom report is because see, every time why you have to go to the report section and put 10 filters and then show the data. Right? See, there are some standard report that your client would want to check on weekly basis, on daily basis, or on monthly, quarterly, and yearly basis. So, lot of reporting as well, okay? So, there are some standard daily report that you might have to send weekly, monthly, quarterly, or and lastly yearly, right? So, why you want to always go to the report section and 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 know, these are some standard reports that my client would be asking anyways. So, for that we create some custom reports, okay? So, you know that there are specific kind of question your client would ask you on weekly basis or monthly basis, create a custom report for it instead of always going and putting all 10 filters out there, okay? So, now here, there are different kind of reports, okay? Some of them are pretty 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 something that you guys can use on a 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 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 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 primary and secondary dimension. Primary dimension is already there and we can put only second filter, which is like secondary dimension. What if your client ask you to put more third filter, fourth filter, and fifth filter? You can't do in the report section. There's no option only to do it, okay? So, let's say I'll try doing it in front of you guys right now. So, let's say I go to the report okay, my client want to know that which channel, okay, let's say I'll talk about acquisition report only, okay? My client want to know all this channel, okay? The revenue that I've the conversions that I've got from all this channel, it came from which city and which age group. Now, they are asking for me to to put two filter. I can put city filter over here, but is there option for me to put the age filter? No. Right? So, the client want to see three 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 break down the report in five ways and then you can present your numbers. Right? So, which is a good thing, which is not possible over here. And trust me, there 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. 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, how to create this report? So, don't worry. I'll show it from everything from scratch. So, there's there are two section, variable setting and output, okay? This is what we call as output. So, whatever changes I make in variable and setting, it will reflect in our output over here in the white blank space, okay? What is variable, okay? So, in variable, there are a things that you can do. First thing is your report type, okay? So, right now it is a free-form report. There are other report types as well. For you guys, I'll just show you one or two, okay? So, you can ignore this part. You can choose your date range over here, like for what date range you 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, 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 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. I won't keep any. I'll just keep one or two. If you want, I can remove that as well. Let me just remove everything. Okay? So, it's completely blank. There's no dimension, there's no metrics over here, okay? Uh now, you can add your dimension and metric of your choice over here, okay? So, let's say I'm your client and I'll tell you guys, "Show me a performance of a performance breakdown of Okay? channel plus platform plus city plus age and 10 other things, okay? So, your client would ask you something like this. For metrics, I want to see numbers like session, I want to see revenue, I want to see I don't know, time spent, something on those lines, okay? So, you your client would ask you they'll they'll ask you something like this. First, we'll add dimension, okay? So, what is dimension? You can either search from it. So, you we want channel, so I'll say channel, okay? I want platform, so for platform, what we choose? We choose source/medium. I've already spoken about this. Right? My client also want to see some city breakdown, so I can search for city. My client also want to see some age and gender breakdown, I can select age, I can select gender, whatever my client would want to check. So, you can search from here is what I'm saying, okay? And you can say confirm. So, now it is reflecting over here, but it 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's my session? I want to see average session duration. I want to see Right? So, whatever purchase revenue, I think purchase revenue is correct to 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. Right? So, we have new user, we have active user. I'll say all of that, okay? 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 one, okay? Ignore the technique type. Technique type is like how you want the report to be presented. So, we'll keep free form only. Ignore this visualization in this side. First, understand how to create a basic table, okay? So, I'll scroll down. We'll start from row. We'll talk about the segment thing later because that is for comparison perspective. Now, can you see here they are telling you what you can add in row. Can you see it says drop dimension. Column also says drop dimension and value says drop metric. So, they are clearly giving you the hint what you should add. Right? So, here you should add dimension. Here also you can add dimension. In value, you should add only metrics. Right? Second, you can increase this. How many rows you want to show, how many columns you want to show. So, you can keep it to max so that, you know, you're not missing out on any uh column or whatever it is. Okay? Now, first thing, here in column, I'll add what all columns that I want. What I want, I want to see my 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. >> [clears throat] >> Now, here in the metrics, let's say I want to add session. Right? So, now can you see the table got created? You If you want If you don't want dimensions in column, you can put in rows as well. It's up to you how you want the table to be created. Okay? I'm not saying it should be in this way only. If you want 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 primary dimension, this is secondary 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. Okay? I can add more if I want to. I can I can select campaign as well if I want to see campaign level. So, here I can say, "Okay, let me just see campaign level as well." I can put four dimension. See? 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 want to see, you can create it. So, the USP is you can add many dimensions over here. The way that you 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 table. Now, one more thing, you can put a filter. Like, when you're showing this number to your client, your client will get confused. He can but I don't like guys, what you're trying to show. Okay? So, whatever specific your questions your client would be asking to put a filter off it. Let's say your client just want to see for direct as a channel. Okay, they 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 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. So, this is the use case of creating a custom report. This is what we call as custom reports. And it is helpful because it is one time you created you don't have to create it again. You save this template. And whenever your client want to see any numbers, just show go over here and show it to them based on whatever date range they want. Okay? Now, this segment thing is more with respect to comparison perspective. Okay? So, let's say your client want to compare that um let's say they want to compare between uh direct and paid as a uh traffic in general. So, here you can see now this will show it in this way. It will create like Yeah, see this. Okay, can you see? So, they have created two sections. This is for direct. So, all this metrics are for direct so over here. How much from direct and then this is from paid. So, it's more for the comparison perspective. Okay? It's up I mean, most 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 want it like in donut chart or something, you can you can do that. But again, you'll have to create everything from scratch over here now. Okay? Like you'll have to choose your Let me I want some channel over here. So, again, like you can keep you can add your own breakdown. Again, it's it's up to you. You can you can make it in different format. You want to show it in line, you want to show in dot, you want to show uh like a bar chart. So, it's up to you how you want to present it. Again, this is more for presentation perspective. Okay? This is something that you can use if you are using very frequently this particular custom reports, okay? There are other custom reports as well, guys. So, like free form. Uh the second most used is something called a segment overlap, okay? Now, this shows you obviously when you do marketing, there's a lot of overlap between multiple channels, multiple platform. So, when you This is This is good for to show the overlap in general, okay? It the same filters, guys. You add your dimension, you add your metric, uh scroll it to the setting section, and 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. But, the whole point of the segment 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 particular age group. So, you can do that kind of comparison. If you just want to do a comparison between mobile and tablet in general, there's no overlap. 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 show an overlap over here is I'm trying to say. So, you can see that okay, is there any overlap 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? So, see yes, there's a good overlap. This is a This is an overlap between user coming from direct plus mobile. This is overlap between user coming from uh mobile plus paid. So, now this particular part which is in green, that that clearly means that this is from a 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, I think even if you know this much, it should be fine. Funnel is more of like again, guys, it's the same report, but the presentation is very different is what I would say, okay? This is uh this thing, like I told you I've shown you this in monetization, right? In monetization, we were seeing this purchase journey and checkout journey. So, to see that journey, right? This is this is where we see the funnel exploration report, okay? So, now let's say we want you want to see Okay? So, you want to see what is the um performance of a specific gender starting from they came to the site to to the time they got converted. So, you can put the dimension of gender and see this here, you'll clearly see, right? Which gender had good amount of session start, ideally which gender has given you a lot of conversion. So, again, it's this is this thing it's is is the same thing over here, okay? The only customization again you can do over here is you can add lot of filters to it, which is not possible over here. Make sense? Guys, so this are I mean, you don't have 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, this the the use case is same. You have to 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 admit take where to add dimension. So, it's clearly visible. You put your filter and show an output to them. Now, obviously, how you want to present them, it's completely on your choice. You think your client is doesn't have much idea, they get confused with table, use a different format. So, we will be understanding metrics for three media, which is paid paid media, owned media, and earned media, okay? So, we divide our medias in three types, guys. Paid something we all have been going through for a while. We'll also go through what is owned media and what is earned media and what are the metrics one brand would check for all the three, you know, media types, okay? So, 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 the metrics. I think I have discussed all these metrics in the paid campaign sessions, okay? I have spoken about what is click-through rate, impression, cost per click. I don't think I have to reiterate on this again, right? The only thing I think I didn't spoke Do Do you guys remember anything about quality score that I've mentioned to you in the past? Anyone? Cuz I'm not sure if I've talked 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 you add your keywords, and for each keyword, it gives you a quality score like this, okay? And what These are the three factors on which your quality score gets decided. It's your expected CTR, it is your landing page experience, and it is your ad relevance, okay? Now, 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 average, that means obviously it needs some correction. Above average is obviously all good, okay? Now, how do you work on this, okay? Landing page experience is not much in your control, I would say. It like, you know, for landing page experience, you have to ask your developer to do execute it, okay? Like you can't make changes to the website. It's not in your control. But when Google says that your landing page experience is below average, that means probably the speed is not good or the UI UX is not good or the details that you're mentioning in the ad is not reflecting on your page. It could be any of the reason. You have to go and find out one. And you have to ask your developer to correct it, okay? Uh ad relevance is in your control, so you have to make sure that you know your ad is on to the point. It adds It talks about all the USPs. It uh you have added your keyword in your ad copy. We have seen all of this when we were 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 uh create much impact over there. So, quality score is again one of the metric which we didn't discuss, but yeah. Rest all the metrics, guys, over here that you could see, I have discussed all of them in your paid campaign session. I had given an Excel file as well with all the calculation for this, so it's better I don't um you know go through it again. So, what I'll do is I'll quickly take you through earned media, okay? So, now in earned media, it is more with respect to um One second. Okay. So, what exactly do we mean by earned media, guys? Okay, guys, just 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 understood it's all your ads, okay? Then 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, okay? Your website is something that you 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 all the for all the three media, you have a different metrics to check. Paid media we have discussed in the past, so I've just discussed about quality score. For earned media, when when you're getting you know brand visibility through some PR, through some reviews, and all, some of the metrics that you should check is that you know search visibility, like when you do any if you get any owned media, is it increasing your search engine visibility in general? Like are people 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 of your SEO that does an So, basically, if you're getting a lot of traffic on your site, an authentic traffic, it improves your page domain page domain authority, okay? It's [snorts] basically a score that is been given 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 better is your ranking, okay? Again, if you do any owned media, please see if you are getting increase in the organic traffic. Is Is it When you say when when I say that social share of voice, that means that you know, are people sharing like is is Does this impacted any word of mouth? Are people resharing a lot of content 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, 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 your own own own media. Then you can also see your churn rate. You know, basically it is a percentage which will tell you that, you know, at what stage your customers have stopped making any purchases from your company within like a time period, okay? Also, you can see your cost per lead from your own media. See your engagement rate with your customer. See your customer retention, how much you're able to retain them, okay? Um then also see the conversion marketing. Conversion marketing is more with respect to how many people actually got converted from from your website, okay? See how much brand awareness you were able to generate. Then obviously your customers LTV. Like retention and LTV is two different thing. Retention is like till what time you were able to retain them, till what time they were hooked to your brand. LTV is more with respect to num revenue perspective that how much revenue you were able to generate from that particular consumer. How satisfied are they with your brand is something also you should check, okay? So 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 earned and owned media. Because what happens, I'll tell you digitally, when you do digital marketing, um let's say there are many brands and this is one of the problem that they're that that they're facing a lot. All the brands who are heavily dependent on paid media, okay? So now I know many startups, all all the new age small business brand, there are there are many who just do paid media ads. Now what the problem is, if they stop doing paid media ads, their business will drastically drop, okay? So they're dependent on paid media. They're dependent on Google, they're dependent on Meta, okay? Major of the platform. Now what happens because like them there are many brand other brand as well. There's lot of competition. You yourself would have faced this, right? You You see ads of so many brands. Okay, you have 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, because there's so much competition in 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 it as well because they know if they stop doing it, their entire business will drop. So, it all It is always suggested when you start digital 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 people to talk about your brand, do some PR, do some review. Ask people There should be some word of mouth, right? You There should be a lot of share about There should be a lot of social sharing about your brand. So, focus on that part as well. Okay. Apart from that, do something with respect to your own media. Like, have your have a good website. Like, for example, if you have the e-commerce brand, you can't always be dependent on Amazon, Myntra, and all these aggregators to sell your product because they take a heavy commission on it, right? So, the more dependent you become on such kind of platform, that impact your business' overall profit, right? So, it is always said that, "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 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 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 if they stop doing it, the business will drop. While they are doing it, they are not doing it profitably because there's so much competition. Right? So, now they're understanding that, you know, just to quickly grow their business, they have made a very huge mistake by being depending on paid ads. So, what now what they are doing, they are putting some efforts on PR, influencer, creating their website, creating their blogs, channel, video content. They are focusing on there as well while they are doing performance marketing. And the next goal of this is that once this started picking up, they can reduce their paid media spend as well. So, it's a good thing. So, if if a brand has done a mistake like this, what now they are doing is they are focusing on this while they are doing paid media ads. And slowly when they see some business coming up from earned media and owned media, they are decreasing their media spend on paid media. They won't completely stop, but yes, they will decrease their time and the money that they're spending on it. Make sense, guys? Okay. So, starting with measuring 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 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. 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 look after, okay? So, starting with Okay, first thing, display campaigns, as I clearly mentioned, this are your visually engaging ads to reach out some relevant audience. We have in the 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 up the display and we never discussed you know what are the metrics we will be checking or you know how do we optimize it. So we never spoke on those sides. So this is what we'll be discussing. Now in display campaign guys there are three important metrics. First is a viewable impression, then display impression share and then product relevant on site interest. Okay, viewable impression is see ad is called viewable in with respect to display campaign is when 50% of it is shown on the screen. Okay. So what do I mean by this? Imagine if Let's take an example. Okay, let's just take this this picture imagine imagine you know you are you visited this particular page, okay? And when you're going through this page, you are seeing this two ads, okay? Now this ad is called as viewable impression because you have at least seen 50% of this ad, right? This ad will also be considered as viewable impression because half of the banner is visible. Okay. Now you know a display ad on this page there will be some ads which would be shown at the bottom as well. Right? Not necessary it's on the top. Imagine you went to the site, you have seen both of this ads, they are viewable impression because you are seeing 50% of it. But there would be some ads which will appear at the bottom, okay? Now imagine you didn't scrolled and you didn't check that ad. So that ad doesn't get any viewable 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 and on that website multiple brands are trying to show their ad, okay? What is called as impression then? So in that case we consider something called as viewable impression. So if a user has seen this banners, okay? At least 50% of such banner, then this is what we call as viewable impression. Now there's something called as display impression share, okay? Um impression share, the word impression share means guys is that uh let's say if your ad can be shown 100% of the time, okay? But due to some reason your ad has only appeared 40% or 50% times, this is what you call as impression share, okay? So impression share the the basic concept of impression share share says that out of 100% that you were supposed to get, okay? Uh to show your ad, out of that how many times your ad was actually shown to a consumer, that is what we call as an impression share. Now obviously there are times when your ad like you are you can't show your ad to full potential, okay? And there could be multiple reason behind it. Uh it could be that you don't have that kind of budget, okay? Let's say because of budget you have a you have you have the opportunity to show your ad 100% of the time, but you don't have that kind of money to spend. Second could be uh you don't have that quality ads, okay? So now because of quality Google is not giving you that opportunity. So if you improve improve your quality, your ad can be shown 100% of the time. Now this the the same concept is applicable for display impression share. It is more with respect to how much percentage of the time your ad was shown to the consumer compared to your overall capability, okay? Again, so all these numbers like viewable impression, display impression share are being you 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. Okay, so you will get like you know, you will get this percentage kind of a thing when you're running ads, okay? And on your Google Ads specifically. Now obviously for whichever ad it shows your impression share is 100%, that means it doesn't need any improvement, okay? But there'll be few ads for which your impression share would be 50%, 20%, so on and so forth, okay? What that is trying to indicate that out of 100% of the time, only 20% time your ad has been shown. So, 80% you still have 80% opportunity left. Okay? So, that's the meaning of like in case of display impression share, it means the same out of 100% how much percent of time your ad was shown to the consumer, okay? And how much scope of improvement which is like you know what is the scope of improvement that your ad still has, okay? Then there's something called as product relevant on-site interest, okay? Now, this will kind of calculate you know how much page views has been increased and new users with respect to filtering some, you know, 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 There's a spelling error over here, guys, but it is more with respect to the positive up bill. Then there's direct organic and paid search channel health metric and there's something called as branded search demand. What exactly all of these three metrics would mean is positive up bill is more with respect to 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 like out of all these channel, what is a 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 rate, you know, better is the health 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, okay? Did that created any impact on increase in with your brand terms? So, 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 what we mean by branded search demand. So, whenever we do such kind of activities, whenever we run so many advertisement, one thing that our client would want to check that, okay, we have run so much advertisement, people have got to know about us now. Are they now directly going on Google and searching from our brand name instead of searching for some very vague queries, okay? So, again, why all this metrics this because all this metrics are very important. We We always discuss about, okay, how much conversions we have got, how much results we have got. We So, we always talk talk about, uh you know, direct metrics. But, this are some indirect metrics 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, you tend to forget to see, okay, what is your viewable impression. You tend to forget to see your impression share. See, if you don't see 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 can leverage on that ad. So, let's say your ad your one ad has an impression share of 20%. That means you still have an 80% of leverage. Leverage as in you can make some improvement and make that 20% to 100%. Right? Again, if you don't see what is a positive appeal or you know, what kind of engagement you're getting from different channel or what is your brand search volume increased or not after running so much paid campaigns or after running so much display campaign, you won't understand the exact impact of your advertisement, okay? So, this are, you know, some of the metrics that one should check whenever they have free time, I would say. One of the reason people tend to ignore all this metrics is because everyone is caught up with numbers. Everyone is very caught up with direct revenue numbers, okay? Now, I think we have already spoke so far viewable impression um benefit, as I said, it will provide a superior metric to capture the number of ads. It will help you to strategize to measure your performance. It will also shift from um 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 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 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. What exactly does this word 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 end, but you guys didn't scrolled only 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 that you have unchecked are non-viewable impression ads. Okay? So, now, there are different factors that 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 at least 1 second. That is also non-viewable impression, okay? Entering the slot to the viewport did not occur. Again, you didn't visit it that particular page. You are scrolling before the ad loaded. So, now there are times when on a website, there are a lot of ad advertisement that has been shown. It takes time to load, like I'll just take an example right now. So, now, can you see I'm just scrolling. This this ad is still loading. Now let's I just scrolled. That is also non-viewable impression. Why? Because I've not even seen for a second. Right now it will get a viewable impression because I think I've spent few few seconds now. On this page on this page pink will have 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 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. But if I would have not scrolled this would be this would have been a non-viewable impression ad. Okay? So this is the meaning of all the three metrics, okay? Um Now there's something called as eligible impression, okay? Um It it is more with respect to um There are two things that makes your ad eligible impression, okay? Um it is uh 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. One second. Sorry, guys. Okay. >> [snorts] >> So now if there are some ads, okay? So there are many times when you try to um you know, save particular ads, okay? Or they they get they you can save some ads, you can save some posts again that are more of part of the eligible impression, okay? Now um this are as I said there's this terminol- terminology called as uh active view enabled tag, okay? And this try to successfully communicate this to Google servers, okay? So basically, if if you are if that particular ad has an active view enabled tag enabled, it can directly 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? Um Now, I think I've already spoke about viewable, non-viewable. Let me just go through your Okay. Now, measurable and non-measurable impression, guys. Measurable impression it is more with respect to it can be measured with active view technology. Non-measurable is something that you can't measure, okay? Now, why why you can't measure some of the impression again as I said, um there are times when those ads the tracking is not been done, okay? So all 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? If you could see UTM medium display or not, but let's say if the tracking is not enabled, directly the ad has been shown and it just have a basic URL, you can't measure it. Okay? So if the trackings aren't enabled, yes you can measure the impressions and all. If it's not if it is not enabled, it's difficult to calculate the numbers, okay? >> [snorts] >> Now, I think I've already spoke about impression share and loss impression share. Again, just reiterate, um impression share, the formula by the way to calculate your impression share is the impression here is the impressions that you have achieved, okay? So I'll just 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 respect to received impression divided by like how much was your capability? Like what was your total eligible impression? So Let's say you are telling that you want to show your ads on Times of India website. Okay, so obviously you have a capacity to show your ads for 24/7 on Times of India if you want that slot. Right? So your impression share how would you calculate basically how much impressions you have received by divided by how much was your scope of 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 guys, you don't have to calculate any of these metrics. This metrics would be there on the platform. The whole reason we are discussing these metrics is if there 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 what is impression share, okay? Like 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 okay, right now your impression share is 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 this impression share? First thing is you increase your budget. More the budget, more the ad that can be shown 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 respect to the quality. Okay? Your ad quality is poor. Because your ad quality is poor, Google is not trying to show it to your to other consumer. Because always it's not about money, right? Probably let's say your ad is not that attractive. People have not hardly clicked on that ad then Google won't allow to show your ad, right? So either you improve your quality or your budget. Make sense? Now, there are times when the client when the interviewer also go very much in depth. They might give They might show you a creative and they'll ask you that, you know, there's some like Google is we have budget. But, uh you know, for this for this particular display ad impression share is very less. Can you tell us how we can improve? So, then you'll have to give them a suggestion that how can they make the ad better? Right? Now, if it's a remarketing ad like this, you can't make any improvement because this is automatically fetched. Okay? This ad, guys, it is not created manually. This gets automatic automatically fetched based on what product you have seen. So, before I joined the call few hours back, I was checking some home decor products. Simple. Make sense? So, this is something you can't control, but there are some ads that you manually create, the banners that you manually create. So, now if that has a poor impression share, you might have to rework on that particular banner is what I'm trying to say. So, don't just memorize the metrics, okay? No No one nowadays it's anyone who can Anyone can ideally No one has to memorize as well because you have knowledge available so at so many places. The interviewer would ask you how you can make this better. How can you make those metrics better? What are the actions that would you take? So, always focus on optimization. Not It's okay if you can't Even if you explain this 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 already told you both the reason behind it. Okay? Now, the next point is calculating uh calculating your ROI. I think we all know what is ROI, return on investment. I've been speaking on this on this particular terminology for a for a very long time, okay? So, uh Again, no need to mug up the metrics, but what is the benefit of calculating it? Basically, it will help you to understand the profitability, okay? You can do some competitive analysis with your competitors to understand where do you stand. And again, it's kind of easy to calculate. The formula to calculate your ROI um again, you can take your net profit, okay? Divided by how much you have invest invested. Now, obviously adding time to it is very difficult, okay? I mean, you can do time comparison as well. I'm not saying you can't you can't So, cost of investment differs, okay? Cost of investment can be money, cost of investment can be time as well. For example, guys, okay? Right now, I'm training I'm I'm giving this lecture to you all. So, for me, my cost of investment is not money. My cost of investment is time, right? How much time I'm giving to you? That that will be replaced here. I won't have to select money. I'll have to take So, when you do service kind of business, uh let's say you're a freelancer or you're a consultant. You guys are not putting money, right? It is more with respect to the time that you're giving. Until unless you're doing some marketing activity to to capture those leads, okay? That's a different thing, but always that for some businesses money is considered as cost of investment or sometime time is also considered as cost of investment is what I'm trying to say. So, you take your net profit divided by how much investment you have given into 100 because we want it into percentage. Okay? This 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? Okay? So, I believe it's easy to calculate your ROI. Um now, there's something called as attributal ROI, okay? Uh it is more with respect to when a brand want to um understand, you know, what is their month-over-month sales growth, okay? Um and this is what you call as attributable ROI. So, Sorry. Now, how ideally this is getting calculated, guys? You have to take your sales growth, okay? Again, you have to minus your average organic sales growth, like what So, how much sales growth you have got through paid, how much sales growth you have got through a marketing activity in general, like from your organic and paid both, and then your marketing cost and again divide by marketing cost. This is more with respect to understand like how should I say this is more of like an assumption that many brands 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 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 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. Right? So, to do have a better calculation on those perspective, you should take attributable ROI. I hope you understood. Now, how do you calculate the performance of PPC campaigns, okay? First thing, why you need to evaluate the performance of your PPC campaigns? Because uh you're paying for each click, each ad. Uh if you don't evaluate the performance, you won't understand what are the leakages, okay? Whenever you run any campaign or whenever you're spending money, okay? Whether it's on your business, whether it's on marketing campaign, there will be some leakages, and you have to fix that leakages so that uh you will spend less and you'll get more business. Right? The same is the whole point for evaluating the PPC campaign. Find out the leakages, fix those leakages, and try to spend that exact money, but get more leads or more get more business at the end of the day. Okay? Now, um some of the metrics that you'll have to go through when you're evaluating conversion rate. We all know what is conversion rate. Basically, the number of people who came to the site, how many people have actually converted. Okay? Quality score, I think I've already told you. This is for each keyword, 0 to 10. Uh higher the quality score, better is the performance. If the performance is better, automatically in less CPC, you'll get more clicks. Okay? Impression, we all know what is impression. Now, we have all also 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 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, um how much you have spent for each click. CPA, how much you have spent to acquire one customer, cost per acquisition. Okay? Like, I have spent 500 rupees to acquire this customer. This is what I mean. ROAS, return on ad spend, I've already spoke how much X of return you have received. Okay? Now, um for different campaign, uh you know, you can you can calculate this ROAS. Okay? So, let me just Sorry. Okay. So, the first one is non-recurring revenue and non-service-based sale. Okay? So, what do I what do we mean by non-recurring revenue? Okay? Uh let's say you do an MBA from one organization. Like, you let's say you did an MBA from XLRI Jamshedpur or any other college, XYZ I'm saying. Okay? It's a non-recurring revenue, right? It's like a one-time revenue that you have given to that education to that particular college, okay? So, for them, if I want to calculate your ROI, you will take your revenue minus whatever marketing spend has been. So, let's say you're a college, okay? Uh who is just giving MBA. Obviously, it won't be a recurring uh revenue that you'll keep on getting. It's a one-time revenue that you're getting from the students, right? The fees that they're paying. So, how for them your calculation of ROI is very pretty simple. Revenue by minus how much you have spent to acquire that particular student. But, okay? If your brand is such which will which gets keep on recurring sales. Now, what do I mean by that? A 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 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 how Myntra will calculate ROI for me as a consumer, right? So, what they will calculate, they'll take the customer lifetime value as in like how much revenue I've generated so far, and it will they will minus the acquisition cost. So, how much they have spent to acquire me? Now, how much they have spent to acquire me? They have to calculate all the ads that they have shown to me in general is what I would say. Starting from the first ad that I've seen to Myntra to all the remarketing that they do. Did you understood both the difference? The first one was more with respect to one-time purchase brand This is all for one-time purchase uh companies, right? And the second one is more with respect to which is very specific to your quick commerce and e-commerce where uh the consumer keeps on buying from you. Right? So, for them for for you to 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 to acquire that so and so consumer starting from day one till date. It is not that one time you show the ad and it's done. They are they send you email, they do remarketing to you, they do they even if you are a converted customer, guys, okay? Even I'm a converted customer for Myntra. Myntra still shows me so many ads. 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 of products from them. They don't even if they don't do remarketing, that's fine. But for them, they have to calculate from this perspective. They have to take they have to see how much product I've I've bought from the site since the day I I know this brand for the last 2 years. So till date, how much Let's say I might have bought a product total I might have spent 10,000. Hypothetically, I'm saying. So they have to take that number minus how much they have spent to show those ads to me. So now again, they would know that calculation. And that that's can that can let them know what is the ROI of from me as a consumer. Okay? Now, let's understand there are 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 Analytics. There are other also tools called as Kissmetrics. Kissmetrics is good because it will tell you how much page how what what are the pages the one one I've seen, what was their bounce rate, how much time they have spent. Again, by the way, the recommend one is Google Analytics because it is free. Rest all are paid one, okay? They will ask you to upgrade the platform one or the like they will keep on upgrading. They might charge premium as well. So what Google Analytics done, ideally, all these tools do the same thing. It's just that Google Analytics is free. These tools are also free, but for free version, they don't 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 uh you know how much monthly visitors you are getting which are unique like who have not visited before, right? How much traffic you are getting from each channel? What is your cost per lead? What is your cost per acquisition? I hope you all know now the difference between lead and acquisition. Lead is uh one who went on the website, gave their detail. Acquisition is that person who gave the detail has now been converted. Right? Customer lifetime value, the conversion rate, ROAS, landing page performance metrics, keyword average uh Ideally, all the metrics are kind of important to track the end-to-end ROI. Okay? And lastly, to improve the ROI for any set of campaign, guys, first you should know know what is your main metrics, okay? You have to, as I said, explore different marketing channel because no one can assure you that this channel will work for you. You have to do your own AB testing to find that out. Even I can't give like if a brand comes to me and ask me, "Jigisha, tell me which channel will perform best for me?" I can give them standard channel name. But I will still tell them to try out once let to do them their own testing. Okay? Again, experiment using test and learn approach. I have already told this, right? This is the same thing that I said right now. You first test, you learn, and then you apply the same thing. Do your AB testing, do some survey for some sample, and check keep on checking how much you're spending and how much business you're able to get. Now, what exactly is this sheet? So, you can see my screen. I've opened one Excel sheet, okay? And basically, if you would see, it has lot of numbers. Right? Can you see it's it's all data. Like there are so much data, there are so many sheet with so much of data, okay? Now, what exactly is this? So, what happens, guys, is uh whenever you are working, as I said, like whenever whenever you are working on analytics, whenever you are working on paid campaigns, and all any of that sort, uh optimization plays a very important role. Even if there are times when you want to acquire a client as a freelancer, they would want to see your capability that can you actually handle their account or not, okay? Now, how would they check that capability is they will send you an Excel sheet like this which which has the performance of their campaign, okay? Obviously, they won't reveal everything. For example, like here instead of keyword name, they'll give you this ID of the keyword so that they don't disclose it to you that what keywords they are using, okay? So, they'll give you an Excel sheet like this and they'll tell you, "Okay, this is the data of my campaign performance. Can you give me some insights from this data and tell me what what is optimization I should do?" Right? This is if you can solve this, it makes you capable that you know, it will it will create an impression in front of that client that yes, you can handle their brand because see when it comes to numbers, when it comes to paid campaign, when it comes to analytics, it is all number game, okay? So, if you can crunch that number, if you can get some insight, uh for sure I'm pretty sure that you'll get that 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 give you their Google Ads access. Before they'll have to test out, right? That how capable you are to handle their account. So, what they'll do, they'll they will give you their campaign performance data and they'll ask you to evaluate it and tell them "If you come on board with this data, what are the changes that you would do which can make my campaign performance better?" Okay? So, I hope you understood the brief what is this Excel sheet all about. So, this Imagine this Excel sheet was by the way shared by one of my past client. Um and I had like this was my first client, so I still have this sheet with me. My first freelancing client it was, so I still have the sheet with me. Um and not not the Indian client, but this was more of like with respect to the international market, okay? So, now I'll try to show you if you come across such kind of instances because see, as I said, setting up campaign is very easy. Anyone can do it with the help of Google. They can YouTube it. They can do things like that, but no one would teach 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 those numbers more better, right? So, you will also come across such instances. What we are trying to figure out is how 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 the sheets were given for different campaign. This was for 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, search campaign is all all about keyword. So, that client gave me this keyword list. Now, obviously, as I said, they won't disclose you their keyword name. So, they give you this in some random numbers, okay? And they'll tell you that tell me how would you improve this campaign. Now, when it comes to improvement, they'll tell you what what is improvement for them. For example, here, they've told me what is their target. They for this campaign, they want, you know, they want the campaign target to be the cost per acquisition, okay? CPA is cost per acquisition should be around 129, okay? So, they they have already told me that this is a benchmark. Now, I have to give them insight how can they reach this benchmark, okay? Okay. Now, HVHE 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. 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 volume? And what is efficiency? Okay? 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 is being shown to the consumer, right? Volume is 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 this target that my client has told, CPA. What do I mean by efficiency? Efficiency as in how well with less money, how am I able to get more business? That is what we mean by efficiency, right? I want to spend as much less money as possible and try to get as much business as possible from it. So that is what we mean by efficiency. In this case, clicks can't be an efficiency, right? When I say efficiency, that means I want my end business, right? I want my end goal to be achieved, right? So in our case, efficiency is the cost per CPA the CPA target, right? So here I'll say CPA is my efficiency. CPA is nothing but cost per acquisition. Do you guys agree with me so far? Yes, no? Did you understood on what basis I'm dividing my keywords? So I want to divide my keywords in four type. First type would be which has very high volume and a high efficiency. Second would be which has a high volume but a very low efficiency. Third would be which has a low volume but So when I say low volume, less people are searching for it, but it has a high efficiency. That means it has a very good cost per acquisition. When I say good cost per acquisition, it has a low cost per acquisition. And lastly, a low volume low efficiency keyword which has like it has a less demand and also its efficiency is bad. Now, how would I do this? So, first thing is let's add some columns over here. Okay. Now, first thing's first, guys. Um I have impression over here, but I don't have CPA for each keyword, right? First, I'll have to calculate the cost 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 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 acquisition, guys? How much you have spent? So, I think we have learned this in the past to calculate your CPA, you have to take your amount spent divided by how much total conversion you have received. Okay. So, can you see we can see cost over here, right? So, I'll take my cost divided by my conversion. 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. 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,