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

Hey everyone, welcome to this course on analytics, ROI and evaluation by simpler. You run a paid campaign ads on Meta, Google, maybe both. You spend a budget, the campaign is over. Now comes to the most important question. Did it actually work? And how do you prove it? Now that's where analytics comes in. Because in digital marketing, gut feelings don't pay the bills. Data does. Knowing how to read the numbers, spot what's working, cut what's not, and present it all to a client or manager is what makes a marketer truly valuable. And that's exactly what this session is all about. In this session, we are going to explore how marketers use tools like Google Analytics 4, hands-on data analysis to measure campaign performance, calculate ROI, and make smarter decisions going forward. So whether you are a digital marketing student, a freelancer managing client campaigns or a marketing professional looking to get more confident with data, this video will give you the skills to back every decision with real numbers. So in this video we will go step by step through some most important concepts related to analytics, ROI, evaluation. First, we will explore Google Analytics 4 navigation and reporting covering key modules like acquisition, engagement, monetization, and user attributes along with custom free form reports and year-over-year comparison analysis. Next, we will dive into campaign metrics and efficiency analysis including KPIs like CPA, CTR, bounce rate and the HVHE, HVLE, LVHE and LVLE framework for identifying what's performing and what needs attention. After that, we will look at strategy and technical implementation covering bid management, AB testing and how J4 tracks performance across meta ads, YouTube, Google maps and mobile app. And finally, we will be discussing career and practical application, including improving keyword quality scores, finding internships, and understanding lead generation payment models. And by the end of this session, you will know how to measure what matters, evaluate campaign performance with confidence, and use data to drive real results. So, if you want to become a digital marketer, I highly recommend you checking out this AI powered digital marketing certificate from SPJ School of Global Management and Simply. Now, this is a five-month online course that teaches 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. And the best part is you'll be learning how to use AI tools like chat GPT, Canva, Seamrush along with 50 other marketing tools that companies are actually using today. This isn't just theory. You'll be getting live interactive classes with real professors from SPG Global. work on seven handsome project 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. So what are you waiting for? Hurry up and enroll now. The course link is mentioned below. So before we get started, here's a quick quiz question for you. Which tool is mentioned in the session for measuring campaign performance? Your options are Google Analytics 4, Photoshop, Excel Paint or WordPress themes. Let me know your answers in the comment section below. Web analytics guys u again no need to mug up the uh definition but in a simple way you are 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 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 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 who why you're doing this entire process ideally is to optimize. Okay, when you understand okay let's say just a dummy example. Okay guys, um I'll I I'll give you guys a assignment. Okay, let's say you just do that assignment for the sake for of it. But I 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 cap 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 u you will be able to achieve whatever your campaign goals are because you're getting that insight. Okay. Uh and you'll take lot of datadriven decisions. Okay. So digital marketing you can't assume that things would work. I think I've said this in the in the past as well. You have to do lot of hypothesis. You have to do lot of 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 datadriven decision you are just not randomly saying that okay 18 to 25 performs well or something along those line right and obviously once you make any datadriven decision it will have a clear impact on your performance as well overall digital performance so that's what we mean by web analytics okay now um what exactly ly we do in web analytic is uh basically you you work on different dashboards I would say okay and what are different element involved when you are creating any so so now when I say creating account in web analytics this is for any platform that you're working on okay like obviously I'll show you practically as well but the process starts in a way that um you know you you would set up some filters you will set up some views okay then you You will do some basic uh reporting. You will read some basic of your reports, right? You'll try to also set up your dashboard where you will do some when I say dashboard, you can create lot of lot of customized dashboard. Okay? So all this Google Analytics, Adobe Analytics, all these platforms help you to create your own customized dashboard. Okay? When I say customized dashboard, I mean um see when 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 does 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 um on on analytical tool you can um 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 a lot of customization involved and obviously when we'll go through the tool uh in and out you'll get a better understanding. Now u this is like we call as buying funnel. I think I've already taught you 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 uh consumer's interaction uh before they make any purchase. Right? So, and there are three different stages. Okay? We call this as acquisition, behavior and conversion stage. Okay? And at each stage, your customer would show a different level of engagement. Okay? with with with your brand, with your product or with your company. Okay. So there are three stages acquisition, behavior and conversion. Okay. Again it's it's it's 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. So if you come across any advertisement or let's say you come come on the website through social media. The first thing is obviously in such kind of businesses you can't directly get convert. So when I say acquisition you will go on the website you'll give your detail. Okay. 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 um I think with respect to the benefits of web analytic I've already um uh mentioned this in brief but if you want to break it down further um first thing whatever audience 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 it tells you that overall overall okay I'm not just saying people coming to the website to create 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. 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 Analytic and Google Analytic to get this insight okay that whom should we target again for the e-commerce brand they can understand the customer's 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 um 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 uh bottomware 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 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 uh 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 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 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 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 ing in in what section they are spending a lot of time where they are sc where they are scrolling a lot where they are clicking okay there are a lot of the 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 are 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 web trend 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 your caption is also very much related to this particular tool. Okay. Now how would you learn this? Like so one roadblock okay one major roadblock of people who want to 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 boxes 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 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 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 antics 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 G 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 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 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 G account is free for everyone. Now you guys can also access it obviously because it's free for everyone and we would be ref and that's how I'll be teaching you Google Analytics with the help of the demo account because it has lot of data to analyze okay trust me a lot of data. Okay. So, what you guys have to do and this is something that you guys can also do. So, if you want if you can follow the steps with me as well. Okay. Okay. Ada, Ada and Manoj. 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 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 Analytic property, Google merchandise store web data. This is the 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 time 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 bit overwhelming guys you don't have to be scared about it okay the more you practice the more you'll learn okay now just understand the basic of GA okay and then later so I'll try to go deep dive later on okay let's just understand the overview of A so first thing as I said the most mandatory thing for anyone is uh to set up the Google antics for their website. Okay, I'll show you the in-depth setup in the week uh in the 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 what I'm doing on my SK screen. Okay. So here there's a a se section of admin. Okay. And even if you are you can by the way you can create multiple Google Antics 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 anatics 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 loan then your account name should also O 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 uh obviously Google will ask you about the account data sharing setting. Basically you know uh to maintain and protect uh the service. they they're just asking um if you are okay to uh you know let uh 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 Judisha 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 if 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 G 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 businesses of India then here your reporting time zone should also be India 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 base is US then choose US if the base is London choose London whatever you want okay and we'll say next over here now here it will ask you like what is your industry category like for like 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's the size of your business? You can just say as per whatever size you fit into. And then here it will ask you okay you know what is your objective behinding behind creating Google Anics 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 will say I want sales. Probably if your lead generation you 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 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 to URL over here and uh when I give my website over URL over here guys the next step is the platform will give you a code that code needs to be placed on your website and after that the data 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 de this is the account that I created right now travel with Jigisha but it won't capture any data it won't show anything because my website is still not linked over here right so licking the website and then putting the code on your website that will start capturing the data and you'll see numbers over here okay otherwise you can't learn GA hence the reason you guys also referring to demo account because you want the reason what why do we do Google analytics is it's all about number crunching data analysis right you even even if you create a Google 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 to 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 G on it great you learned how to set up but how would you do data analysis Because unless you are a very popular website, it's another case. You will get lot of traffic and you'll be you will get 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, Google Analytics account. So 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.mmer merge.google Google right so you also have to whenever you set up your account there the step where we stop where we had to link our website we have to give a URL once we give a 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 websites Google 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 G account. So, you have to put this code on your website. Again, guys, if you are 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 setup. You just have to give this code to your web developer. They will do the setup part. Okay? because you are not a web developer to do. If it's a coded 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 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 are getting on your site. What is the bounce rate? Bounce rate is like the number of people who are coming to your site, how how much of them are getting bounced off. Bounced off as 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 this 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. Uh and by the way for app you have to se uh 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 uh if you have an app you can do it for the app as well. We we have seen right? It was giving me three option website app for Android app for iOS. So you have to do if you are a brand a global one ideally they would have set up you never will come across a global brand who who don't have a G account as per my experience but yeah uh now um again why one would use GA it's the same thing to understand the number of people are visiting the site the time they're spending on the site the pages that they're checking or the device they are using to access the site okay trust me there's much more than that but this is like basic use case of GM Okay. 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 G account and to make a informed decision right with respect to how they should create the website. Okay. Because GA will give you lot of insight with respect to your website as well like how like what which page is performing how much time one is 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 PPD. 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 this section the report section. Okay. And now it might be very confusing for you guys that what exactly is this? Okay. So I'll try to explain this in a very easier manner. Now there are different reports and the import the major one or the all the reports that are which is the first one is real time. Okay. Then you have acquisition report, you have 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 these 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 uh 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 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 abi no one would guide you that okay let's say if I'm your client I'll justly ask you a question like this say that you know um Ada can you tell me um how was performance of uh gender 18 to 24 in FI26 compared to FI25 January month like compare this Jan and last year Jan and 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 not able to understand so you you are been 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 detailed way the whole point is you should know first thing is that what each report would show you like what is the use case of each of this report. Okay. So, first is your realtime report and the use case of this report is it will show you last 5 minutes and 30 minutes website performance. Okay, this is the only report which shows you realtime performance of your website. Okay, last 5 minutes and last 30 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 five 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 five minutes, 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 up for past performance and like for today's performance overall. Okay. Now what which report you like you know what is the importance of each of this report. Let's understand this acquisition report would tell you which channel platform 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 respect to channel 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 u and by the way first thing monetization report is very specific to ecom. Okay. In ecom, 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 card 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 are able to retain a consumer. Okay. Lastly, your user attribute will show you data like you know if you want to see age performance, gender performance, 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 uh any information related to tech. Okay. Like your uh 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 a real-time overview and sometime if the client task we'll also see realtime page. Okay. What is realtime 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 minute. Active user as in like number of people on your site. So if it says 42 as active user that means 42 people are there on that merchandise website nine so 42 were there in the last 30 minutes 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 has 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 mystically ly 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 last 30 minutes also I was there so it's still showing it up okay obviously if you want to go further let's say you want to see okay the Pune one like you can click on the Pune one and it will show you that the user came from where and all okay so it will give you more further data like okay the person came to the website the punip folk who came to the website they that person came to the website through Google okay likely they searched on Google okay and let let's just understand this okay now I'll go back again if I scroll down let's just refresh again Okay. So right now here first thing is it is showing you um the user sources is basically again from which which particular channel they have came to the website. Right now it is just showing Google but they they might show other channels as well like social affiliate, YouTube depends if if they have that kind of user account. Okay. This is basically um you know what kind of audience they are like are they non-purchaser or they are the active users or they are the one who have scrolled. Now this audience thing is something that a brand customizes. Okay, this is not default audience type. Okay, this is something that the uh goo the the the person who's handling the Google merchandise stores website performance they have customized it. Okay, this is not standard. When I say customized 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 G account okay here you would see how uh 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 Mnta's website and if I just scroll that is also an event. But if I go and check one product and add it to the 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 card, 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 users are done on the site. Again event and key event is something that the brand has to create. they have to customize it for themsel. There's no standard list. So this audience event key event the three things is something you will customize it for your brand. Okay. Now second thing when okay what do you think? Do you think every day one would go and check the realtime report? What do you think 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 launched my black Friday campaign right now at night 12. Let's say today's we are doing black Friday. I I this is not the time one would do black Friday but hypothetically. So I would want to see are people showing up on the site or not? How would I understand with the help of G only right where are they coming from? So there are many brands during this uh offer launch period they check this realtime 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 the traffic are people showing up on the sites or not because that is the period where you get lot of business right so they you know their brands are 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 one rupee and I want to see how people are reacting to it so you know like black Friday for more sale all of that time brands keep an eye on this 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 this numbers as well. For e-commerce brand, their inventory management, their cross-selling, they're upselling heavily relies 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 there's one more section of realtime pages basically user are visiting what kind of pages you can check that as well okay to understand now again most when when you see one slash that means it's a homepage okay so now how many active users are there there are 40 how many views they have got 37 right again okay again the people who are on different different pages as well okay that's the only use case of realtime 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 now guys if you would see the acquisition report has lot of section I won't take you through all the section so each report now will have 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 ble 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 not we haven't set up this account, right? If I would have set up the account, if I'm the one who's putting the code, I can still uh rectify that loophole. But because this is a demo account obviously and the the owner is Google themsself, they are the one who can look into it. We can't look into it. So, I'll take you through the important part of each of the reports. Okay, there are some sections I would skip because of it would be too complicated for you guys to understand for the 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 see this kind of summary for the very first time they think you know what's going on over here. We know we 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 these 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 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. 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 26. Here I have to make it Jan 2025. So either you can type it or you can again select from the calendar. I recommend to type it because when you select from the 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 one and here if I'm trying to choose Jan 31. Okay right now it has worked but there are time when this toggle thing gets very annoying. So in case it gets very very annoying guys like see now can you see Feb 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 it to the client. Now imagine guys you are my client you have asked me a question and I'm showing you this table. It is very boring to show your client the table. There are many client 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 a date where we have seen a very major drop in our traffic I believe it was this point right 11 Jan so this is how you can explain things to them okay which is a channel which is giving them lot of traffic it's direct if you could see there it's organic search because this pop-up is coming up. So this is more to ex for the 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 performance was. So you can show it in this way like week one was very uh deep then again it it the the traffic in got better in week two in week three there was little bit of spike. So you can show it in that way is what this way is what I'm trying to say right you can add some filters over here as well when I say filters okay what's 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 it's 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. Or paid traffic and organic traffic. What is paid traffic? Traffic that comes through ads. Organic traffic is that traffic that comes organically. If you if your client ask for a comparison like this, you can 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's 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 are seeing right now is channel performance. Okay. Direct is a channel. What do I mean by direct? If I directly go to myntra.com like this, this is 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 tap for the exact URL so when a user type the exact URL and they directly land on the site and not and don't come from Google or social media that is what we call as direct 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're 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 bank 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 when 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 or let's just do one thing. You can just search for first user source. One second to change from channel to platform search for source source. So here what I have selected is source-medium first user source-medium. Okay, I'm giving writing down over here as well. Okay, so this will show you the platform level data. Now how what do I mean by platform data? Uh platform level data. Can you see now they're breaking down organic into Google organic and Bing organic. Right now they are not just saying paid search. They are saying Google/CPC. Okay, if I increase this, by the way, the reason they are only showing you 10 result is because here the row per page is 10. So whenever you do data analysis is guys, there's lot of data. Can you see that total 97 platform performance, we are able to see only 10 because we are on the first page. And for the first page as well, the roer page is only 10. So whenever you do see the data, please extend this to maximum. And then here also in the corner, see if you're missing 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 this two settings whenever you're seeing the data. Okay. Now here if you would see okay let's just show let me just show you this. See can you see for organic there is 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 row per page and here the page string. Now let's say if I make roer page 25 I have other pages to check as well. Can you see one/25 I'll have to go to other page as well. So always make sure your roer 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 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 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 break down further to cities now can you see so now it's a very big data can you see there are almost 10, 107 pages okay 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 you have to do is let's say of 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 the search bar will filter down lot of name what lot of numbers over here so if the client has all 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 uh people who 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 they this New York is their 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 the 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 overwhelm over 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 a specific city or they ask me 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 it if if you are finding it very difficult to read such big table always increase your opener page count always check other pages as well okay if 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 28 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 this metrics. And guys let's just understand each of this metric. Total user is number of user. Now this is for Jan month Jan 2026 this website performance. Okay, merchandise shops, website performance, how was for the month of Jan uh Jan 2026? We could clearly see they have got total users of around unique. When I say users, this are like unique people like to people. Okay, 43,291 users were there on the site. Out of those 31774 were new people. When I say new user, that means they're new to the site. Returning is like they have visited in the past. Again, they are giving you breakdown for each channel for all the three metrics. Okay, then this will show you how much time they have spent on from each channel and overall how was the time spent. So in giant month overall the time spent was around 1 minute 33 second. 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 where people are coming from email they have spent a good amount of time. So the more the time you spend better is for your brand, right? Okay. Now average uh this is engaged online session per active user. Basically you know how much 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 cutart 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 uh 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 necessarily you have to follow what the merchandise store website has done. Right? Now if your client asks you that guys can you tell me how much purchase like when when we say see this is not purchase no because this includes all the action your client just want to know okay how many 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 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 askked 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 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 seeing you are seeing same dimension. Here also you are seeing same dimension. So then what what one should refer for? Okay. First thing traffic acquisition 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 why when we put a keyh key event 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 a 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 mean this were the number of users who were there on the site. But in traffic acquisition when you see your session as 52893 this doesn't mean that there were 52,893 people who visited the website. This is like you know how much total traffic you received on your site. Now when we say 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 use unique user count. When you see session as 52 893 that doesn't mean 50 to 893 users were there on the website. That means this is the amount of traffic you have received on the website. Now it could be one person has 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 one person might have came multiple time as well. Ideally your 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 ask that we want to know unique users then you have to refer to user acquisition but the client ask you want to just know the overall traffic irrespective 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 row per page count go to other pages change the date range right again if the client asks 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 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 referred to if the client ask for unique user count refer to the user acquisition report if the client want to overall traffic and revenue number refer to traffic acquisition. Okay. Now here in the traffic acquisition report guys there there are some new metrics that you 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. 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 posts. 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 52893 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 sessions 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 you logged into 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 in let's say even in next two or 3 minutes it it will show you an error which says the session has expired or the session has ended and login again. Have you guys ever experienced this? The same is the meaning of session in GA as well. Okay. So in Google Analytics when you set up the Google antics code, it will calculate the session. Now what will make one session end? Okay. So the default GS settings 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 why would you give 30 minutes of time period for anyone to come back? Don't you think it's a very long time period right like even if it's not a 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 the 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 it would refresh on its own. Have you ever experienced this? So if you keep one particular website on for a very long period and you come back on that site it will refresh once. Have you ever 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 antics uh 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 minute is a very big time period. Okay. But imagine let's say if 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 and 95 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, 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 search formntra.com. Let's say I you know I again search for myntra but now this time I'll come through ads. Let's say I come through this ad. That means my first session will get here my first session will end and here my second session would start because now this time I've came from another source altogether. Did you understood how does the session gets counted and you can change this default setting and you should change it. Imagine 30 minutes of time period is 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. Uh in cohort the demo account doesn't show any data I've usually seen. Okay. So great. Now it's reflecting. Last time when I checked I couldn't see it. So basically um you know on an average it will tell you. So there's an extra thing if you would see okay average 120day value is an extra metric that they're trying to give you okay so this is more specifically towards the ad site okay so here what Google antics does is it calculates uh the sum of all the purchase subscription and some ad revenue for the first 128 day and it will tell you what is the lifetime value okay of each user from each of the channel. So this is basically gives you the LTV data lifetime value of the user. Okay. Uh would I say is it precise? No, because I don't know how they are doing this tracking part. They might have tracked it in a very different way. Okay. We usually don't refer to the cohort report. So you can ignore it. Now lead acquisition report is not applicable again for this brand because they are all into e-commerce. Hence you would see new lead, qualified lead, converted lead, all of them are zero. Okay. this user key event uh is showing some numbers because it is considering all the event. Okay, if I remove all of the event, you won't see this number as well. This is applicable when you are working for any lead generation brand. Okay, for lead generation brand, new lead would be amount of lead you have calculated. Qualified lead is out of that how many were correct read and 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- Googlele 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 are 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 performance in GA. Okay. So if you're running any paid campaign guys for that you have to add this UTM parameter. So so whatever you are able to see on your meta ads or Google ads dashboard that same data will get reflected on your Google antics as well. But to do that you have to create this UTM parameters. Okay great. So yeah I mean if you want to see your campaigns performance you 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 against 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 referred 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 engagement 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 rope 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 remains the same. It's just that the data changes. Here you will see performance of all your website. What do I mean by performance of all the website how many views you are getting on the page. Now views is like like again you can call this as a traffic. Okay. Obviously your views would be higher than your active user. User is unique people. Views is like that person might have came to your website multiple time. Hence you'll always see your views is higher than active user. Okay. Okay. So that is what it is trying to say. Then again online active user per view. Uh what is the time that they're spending 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 check out page because that's where you do the transaction. Right? Hence it is showing you that on the check out 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 cutart if if I put a purchase filter again 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? that your homepage time spent is also very less 18 second. Right? So if you see some of your category page is not performing. See now this storehml page hardly has some time spent. So you know that what pages you need to rectify. This report will help you understand that okay what are the pages which are not performing and we should rectify them. Now landing page then 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 used in your promotions, promotion of your paid camper 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 because it will be very overwhelming uh if I rush through it. Now monetization…

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