Hello, everyone! I'm Amit Bhari from amitbhari. net and this is the fourth part of the Google Analytics series.
In the three parts so far, we've talked about how to set up Google Analytics, how to make events, how to make conversions, how to make reports, all of these things we've learned so far. Now, in this fourth part, we'll go to the Google Analytics advertising tab where we'll go and see what's the relation between the conversion on your website and the incoming traffic. What kind of traffic, what kind of conversion is being drawn, what kind of action users are being taken, how much time is being spent in this conversion, you'll get all of this information in this advertising tab.
E-commerce, or those who are doing social media campaigns, PPC campaigns, and SEO campaigns on their website with a lot of strategy, they'll focus a lot on this report and they'll get a lot of insights as well. Now, I know that we haven't yet covered the Explore tab because we'll cover the Explore tab at the end. All the other reports, you'll see their accumulation in the Explore tab.
If you go to your computer screen and look at the Explore tab, it looks a little tough, you don't know what's happening, there are a lot of columns, a lot of things are movable. That's why we'll cover the Explore tab at the end. All the other Google Analytics parts and different tools and options are used on the Explore tab at the same time.
So, we'll look at all the parts first and then we'll cover the Advertising tab. After that, in the last video, in the next part, we'll explore the Explore tab and then you'll understand. In today's video, we'll talk about the Attribution Model, Default Channel Grouping, we'll talk about Source and Medium, we've already talked about them.
But, if you haven't seen our last three videos of this series, then you might have some difficulty understanding this video. That's why, the links to these three videos can be seen in the top right corner of this video and you'll also find them in the bottom description. So, first, finish those three videos and then start this video and then you'll understand.
So, let's go to the computer screen and see this Google Analytics Advertising tab. But, before that, the sponsor's message. Today's video's sponsor is Nautix.
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And the best thing is, below 30,000 subscribers, Nautix is absolutely free. You'll also get revenue from Nautix. So, we're in the Google Analytics dashboard and in this dashboard, we've opened the Advertising tab.
Till now, we've covered Home and Reports. We'll cover the Explore tab in the next part. We'll cover it in the last part and you'll enjoy it.
The Advertising tab of Google Analytics is for e-commerce use. In this entire Advertising tab, you get a chance to create, see and customize reports based on conversion. So, if you don't have an e-commerce store, you may not find it useful.
In many courses, seminars and classes, the Advertising tab is taught as an e-commerce SEO or e-commerce project part. So, right now, we're coming to this Advertising tab. In this Advertising tab, you can see some unique reports.
Now, to use this entire dashboard and this Advertising tab, you have to focus on one particular thing. Above this, this entire Advertising tab is based on the Events Selection tab. When you click on this Conversion Selection drop-down, you can select any one of the conversions of your website or mix and match some of the conversions.
Now, if you've been following this channel's videos for a long time, you know that I don't always focus on the rank of the website. My target is always to talk about how many users and what type of traffic is coming on your website and how it's able to use and navigate your website. That's why it's important.
Whenever you're doing an organic campaign or a paid campaign or a social media campaign, the purpose of all these is to bring traffic on the website and generate revenue. To bring traffic or to generate revenue or whatever goal you've set for your campaign, the goal can't be measured only on the basis of hunch or feeling. It can be measured on the basis of real data.
And the number of goals you set on your website, the number of events and conversions you make from those goals, the tracking of those conversions will tell you about the success or failure of your website's campaign whether it's organic or ads. If it's successful, it will tell you how you can scale it up. And if your campaign is failing, it will tell you where exactly your campaign is failing.
So, it's important to keep this in mind so that you don't just focus on ranking or keywords. Instead, you have to collect real data of your website. In this drop-down, you'll find all the conversions of your website whether you've made them or Google Analytics has permanently set them up.
There are a lot of events that are marked by Google Analytics After deselecting all of them, let's say we've selected the Purchase event. And in this Advertising tab, we'll see which is the source of the purchase on our website and we'll analyze the related data. So, I've selected Purchase here and I'll click on the Apply button.
Now, after this, you'll see the second option which is Date. You can select the date and you can see the date from which the data is showing. After this, we can see two big parts.
First of all, you can see the graph which we'll analyze in a while and you'll understand the data. And on its side, you can see the Insight section. Now, the number here is 23,414.
41 USD. This sale is between the last 19th November to 25th November. I want to say this but this is a sample of Google Analytics which is a fake pseudo-dashboard which anyone can use.
This sale figure can be Google's sale figure and not mine. Please comment on the base of this figure. So, this dashboard is a fake data provided by Google which we can only use for training and tutorial purposes.
You can also use this dummy data in your Google Analytics dashboard. I'll provide the link in the description of this video. You can see two buttons here.
Number 1 is Share this report. If you want to share this report with someone, click on this button and copy the URL of your report and share it with someone. The second button is Insights.
When you click on Insights button, you can see a small box of Insights which opens as a side panel and you can ask Google's website what is the meaning of the data in the common language. You can use this if you don't understand the meaning of the data. The purpose of this tutorial is that you don't need the Insights tab.
You can get the meaning of your data by yourself. You can see some data on the Home Screen of the Advertising tab. You can see the conversions on your website.
The conversion is Purchase. If we look at the Purchase conversion on the default channel grouping basis, who has made the most purchases? Direct traffic, organic search, cross network, email, referral, organic, and paid search.
The default channel grouping is grouping all the traffic coming to your website in some channels. You can't customize the default channel group in Google Analytics 4, but if you want more information about the default channel groups, there is a dedicated help page of Google. You can see the actual meaning of traffic, organic search, organic shopping, organic social, and organic video.
You can see all the details on this page. I will add the link of this page in the description. You can understand that the conversions on your website, if we talk about the Purchase conversion, organic search, cross network, email, referral, organic social, and paid search.
Apart from the channel-wise conversion report, there are some other reports that come automatically on the snapshot window. For example, conversion path. You will understand all these reports when you understand model comparison and conversion path.
Let's come to the Model Comparison tab. You can see the conversion selection window in Model Comparison. You can see the purchase selection.
There is a big tab where you can see the conversions and purchases on your website. Let's understand the model comparison tab. In the model comparison tab, you can see a table.
The data in this table is categorized on the default channel group. Organic Search, Email, Referral, Cross Network, Organic Social, Organic Video, Organic Shopping, Paid Search, all these columns are available here. But, let's say that you don't want to see your data on the default channel group only.
Right? In the last video, we talked about Source and Medium. If you want to see the entire conversion chart of your website on the basis of Source or Medium, then you just have to click on this small drop-down menu.
And here, instead of default channel grouping, you can use Source, Medium or Source, Medium or Campaign. So, let's say that we click on Source and Medium. Now, the table has changed here.
And now you can see that both Source and Medium information is available in your report. So, here it says Direct None, Google Organic. That is, till now, where we were able to find out in the default channel grouping that the traffic coming to your website is only coming from Organic Search.
Right? But, in this Organic Search, you can see how much part is given by Google or how much part is given by any other source or medium after coming to Source and Medium window. Now, one more thing worth noting here is that when we used Google URL Builder, I always call it Google URL Builder, but it is basically Campaign URL Builder.
The official name of Google is Campaign URL Builder. Now, when we created our sample URL here, example. com was the URL of our website.
The campaign's source was Christmas 23. And the campaign's medium was Insta Ads. That is, example.
com's campaign is based on the Christmas 23 campaign. And this particular URL should be used on Insta Ads. So, whenever you get this URL complete, it is your responsibility to add this URL to all your Insta Ads campaigns.
If you use this URL in any Google Ads campaign, then your data will be corrupted. So, all the information you see here in the Google Analytics dashboard will be visible based on the data coming from this URL. So, it is your responsibility to not only create this URL correctly, but also use it carefully and in the right places.
So, given the fact that you have used this URL only on Insta Ads in the Christmas 23 campaign, whenever you use this URL, after selecting the source and medium in this tab, you will see an entry named Christmas 23 and Insta Ads. This will give you a definite indication of how much conversion, sales, and revenue you have generated from the Christmas 23 Insta Ads. As you can see here, Newsletter, September 23, Email.
We can also assume that a campaign named Newsletter, September 23 has been run. And this is the email source. So, if we copy all this data for a second, Newsletter 23, if we want to use it in the same style, if we want to create this URL, then our email will come in September 23 and Insta Ads medium.
So, whenever you use this type of URL in the email newsletters of September 23, then you will get to know in the Google Analytics dashboard how much conversion you have got in September 23 with the newsletters sent via email. Apart from source and medium, you can also see different sources and mediums in this list. And this is also very useful.
For a second, let's assume that you want to see the data of all the sales from the email newsletters throughout the year or month, not just September 23. So, manually counting everyone here will be a tedious process. So, here we will select only the medium.
Now, when we select the medium, we can see that the total sales from your email is 190. The purchase of 190 times is due to email. If we select source and medium instead of medium, then you will see that there are a lot of email entries.
Here, in September 2023, the number of sales through the email campaign is only 7. Right, just 7. Apart from this, in November 2023, 182 sales were made through email.
If you want this data to be combined, then you will have to add both 182 and 7. But if you select only the medium, then you can see this data combined together. So, by selecting the source and medium separately, you can easily see the data of all the conversions on your website.
Apart from this, you can see two more columns here. Here you can see the last click and here you can see the data attribution. Now, this attribution model basically tells us how to get the credit for all the conversions on our website.
Now, before I click on this last click or data driven and start explaining to you what last click means, we will have to understand what attribution model is. Attribution model is basically a battle where a lot of sources fight over who gets the credit. As I said, on the advertising tab, we are judging the conversions.
And when we are judging the conversion, then the traffic of your website does not come from one source at a time. It can come from a lot of sources. For example, let's say I want to purchase insurance for my car.
And I go to Google and search for cheap car insurance. I searched and I saw an ad here for Kotec General Insurance. I clicked on this ad for Kotec General Insurance.
As soon as I clicked, the ad running for Kotec General Insurance found out that a particular user has clicked on the ad. Now, let's see this whole page. I have seen all my specialties.
But I am not sure. I don't have my credit card right now. I am in a hurry.
Maybe I am traveling in the metro. Maybe I can't purchase at this time. So I closed this tab.
Now, after this, I go and spend my normal day. And it is possible that in the evening, suddenly when I am watching reels, I see an emotional reel of Kotec Mahindra. There is also a URL to purchase car insurance.
And I remember that yes, okay, I had to purchase car insurance. I clicked on this ad and went to the website. Now, because I am watching this reel at night, I also don't feel like purchasing car insurance.
I also close this tab. And after this, the next day, suddenly in the afternoon, I remember that I have to purchase car insurance. And I saw Kotec's ad.
I go to Kotec's website and directly purchase car insurance. Now, in this scenario, the first information I got about Kotec's car insurance plan, I got it from Google Ads. The second visit was from Instagram Ads.
But the sale happened because I went directly to Kotec's website. So, in this scenario, who should get the credit? Google Ads, from where I got to know about the brand for the first time, or direct traffic?
Because the last time when I purchased car insurance, I actually went to the Chrome browser and typed Kotec's URL. And I purchased car insurance. So, who will make this decision?
How will you decide that the first click should get the credit, the middle click should get the credit, or the last click should get the credit? So, the attribution decides the same thing. It was a simple explanation in a simple language.
I hope you understood. Now, this attribution model had many different types. If you were using Google Analytics a few months ago, you would have seen that there were many options like first click, data-driven, linear, etc.
But Google has removed all those options from Google Analytics. Now, you have just two options. Last click and data-driven.
So, a few days ago, you could see how the conversion from the first click is shaping the data. Maybe it is possible that when you are selecting the last click, the organic traffic is 295, but if you are selecting the first click, you could have decided or you could have known that how many times the user is getting to know about your website, your product, your service from the organic traffic or from the ad traffic. Maybe they are not purchasing.
So, you could have eliminated this difference or gap. But, right now, you don't have all this information. Now, you have just two options.
Last click and data-driven. Last click, as the name suggests, whichever user purchased your product through the channel for the last time or the conversion happened, he gets the credit. That means, the example we gave just now, in this case, if you are seeing the data selected by the last click, then the direct traffic will get the credit.
Because the user knows about your product from Google Ads, but when he purchased it, he directly entered the URL in the Chrome browser. The user's memory is very good. He entered the entire URL and easily came to your website and purchased this product.
So, that is how last click affects. Data-driven is different from last click because in data-driven, Google's systems automatically decide that they have to give more weightage to the first click in this entire chain. They have to give credit to the first click or to the last click or they have to distribute the entire credit between the first click, middle click and last click.
All these decisions are made by Google's AI systems. And these AI systems do not take universal decisions. It is decided by understanding the traffic pattern coming to your website.
So, if there is a lot of traffic coming to your website which comes organically, but after this, it purchases by looking at the ads, then it will decide based on that and give weightage based on that. But Google does not give any information about how exactly it is working. So, you have to just trust their system and that is why they make fun of this 634 and get angry because it takes a lot of data from us and does not let us decide by ourselves.
So, here you can see two tables, last click and data driven. Looking at these two columns, you can understand that there is a difference between them. So, this is the data driven column.
And this is the last click column. So, this is the data driven column. And this is the last click What is the difference?
The total sale here is 1120 conversions which gives you a total revenue of $147,297. 46. Now this data will remain the same because ultimately the total sale, total conversion and total revenue will remain the same.
But now if we see this report in detail, if we use the last click, we get 295 conversions from organic. This means that 295 people are watching our website on organic and clicking on it to purchase the product. But if we consider this attribution to be data-driven and let's say Google decides how much credit it wants to give to organic, then this number reduces to 293.
89. This means that it is possible that in the sale on your website, there are many users who are watching your product on ad first, they are searching about the product and services. But then when the sale number comes, when they are going to purchase, they just search the brand name on Google on the basis of memory and click on the organic URL and then purchase the product.
Similarly, for emails, you can see the number 190 here for the last click, but after coming to data-driven, it becomes 191. 13. This means that the number of people watching your email is a little less.
People are not purchasing directly, they get to know about your website from other organic or ads. But when the purchase number comes, as soon as they see your email, they click on the button given on the email and purchase the product. So, the meaning of data is the work of SEOs and data analysts.
So, this was the model comparison tab, now let's come to the conversion path. As you can see from the name, the path of conversion is shown here. Here also, you can see the option to select conversions.
And the conversion that you have already selected is also selected here. I will keep it selected that way so that the data is similar and there is no difference. Now here you can see 2-3 options.
First of all, you can't change the conversion report. Then, conversion by default channel group. This means that the data that you can see here is showing the default channel group data.
For example, when we select the default channel group, it shows organic search, email, referral, organic social, etc. Here it is not showing the source and medium because we have not selected the source and medium. So, we can do it but we will not do it now.
Let's wait for a while. A little patience is necessary. Using data-driven means the attribution model that we have studied a while ago.
What is the attribution model? It is data-driven. There is no last click and there can be no first click because Google has taken away all the options of first click or linear.
So, the report that you can see below is about conversions. It is using the default channel group. And the credit of this conversion is data-driven.
It means that Google is deciding how much credit I have to give to this channel. Let's see the meaning of this report and then we will change it. So, here we have information about all the conversions on your website.
For example, let's say we have taken the example of car insurance. Earlier, I have seen about this car insurance product from organic search. Then I saw the reel at night and clicked on the ad button given by the reel.
And the next morning, I purchased the product directly on the URL. So, what was the early touch point for me? Google Ads.
What was the mid-touch point? Instagram. It means social traffic.
And what was the late-touch point? Direct. So, this conversion path table is showing this behavior.
It shows the percentage of people who are watching organic search first. And then the percentage of people who are watching organic in the mid-touch point. And then the percentage of people who are purchasing the product from a particular channel in the late-touch point.
Why is this important? Because the first point you can notice here is that the marketing is not linear. Sometimes, small businesses think that they should focus on SEO or PPC or social media.
Clients don't actually purchase like this. Clients may understand about your product through ads or social media. But when they purchase, they may not remember the brand name of your website.
And they will search directly on Google. And if the URL of your website is not visible on top in organic fashion, If you are not doing well in SEO, Or if the ad of your website is not visible, Or if the ad of your competitor is visible, Then they can purchase the product of your competitor. In this situation, your social media campaign was successful.
It explained to a potential buyer about your product or service. That buyer or customer knows about your product. But when they want to purchase, At that time, they did not see your product, service or brand name.
Now they will not be able to search on social media again. They have to search on Google. But they are not able to see your website on Google.
So, your product was not purchased. You missed that sale. So, the social media team worked, but they will not get the credit.
So, if you are doing SEO for your website or your client's website, If you are doing digital marketing, Then it is important to keep the digital marketing comprehensive. So, here you can see the information of early touch point, Information of mid touch point and information of late touch point. That means, if we see here, Most of the people can see the traffic through organic search.
That means, many people can see your product through organic search. Again, when they are researching, they are on organic search. But when they are purchasing the product, They are directly typing the URL of the website.
This also means that you need to focus on the direct traffic of your website. You need to keep the URL of your website clear. Now, we can customize this report.
If you want to see which campaign or medium you are getting more traffic from, And how traffic is moving on all these mediums, Here, instead of default channel grouping, we select medium. Now, when we select medium, you get to know your email. We were taking the example of email campaign through this campaign URL builder.
So, if we see here, In the early touch point, the email is on the second number. That means, the traffic is coming from the email, but not as much as organic. After this, if you see in the mid touch point, Again, emails are very good at re-engaging the customer.
But the final sale is not happening through email. So, maybe you need to make your email copy more aggressive, pushy, and engaging. Or you need to increase the frequency of your email newsletters, So that as many people as possible can convert to your website through email.
You are pulling good initial traffic through email. Mid touch point is also good. That means you are able to engage the user again.
But you are not able to sell as much email newsletters through email. So, you need to focus more on the frequency, quality, and engagement of email. Maybe you need to have some sort of coupon code just for email audience, So that they can convert through email.
So, when you pit each channel against each other, And make each channel compete with each other more, Ultimately, your sales will increase. So, this is the use of this table. If we come down and see, we get more information.
Here, you get information about how many times people are converting through organic search. And in any particular channel, the medium is already selected here. Because we selected this medium here.
But if you want, you can change it here. If we source it instead of medium, Then you will get to know that when you are getting conversion from Google, Here, you can see Google differently. Because the source and medium information are not together.
Let's say, I will select just medium. And here you can see that organic is now visible in our medium. So, when we are getting traffic from organic, So, how many times, multiply by 20, Multiply by 20, or multiply by 4, or multiply by 5, 3, 9.
This means that how many times a user is coming to your website through that channel before doing a conversion. So, when 48 conversions are happening, So, 48 users have come to your website 4 times through organic search. And then they converted.
And the total revenue is 12,172. 70 USD. How much time has been spent in this entire conversion?
Average day. Now, the average day to conversion is 8. 69.
It can't be in day 0. 69. But this is the average number here.
That's why it is visible like this. 48 people purchased your product after 4 organic visits. Some people purchased it in a day.
Some people spent a month's time. Some people spent 10 days. So, the average time of all these 48 conversions is 8.
69. Now, touch point to conversion is basically the same data. If 4 is written here, then 4 will also be visible here.
If 20 is written here, then 20 will also be visible here. If 1 is written here, then 1 will also be visible here. There were 482 people who purchased directly in just 1 visit.
1 is not visible here because it's just 1. But if you see here, whenever a number is not visible here, it means that the user converted in just 1 visit. CPC is 100 and there is no number here.
But here you can see touch point to conversion 1. It means that 37 people saw your ad and purchased the product directly. They didn't think or understand anything.
But there are 482 people about whom Google has no information. But there are 53 people who visit your website 20 times through organic search. And then they purchase your product after that.
So, it's still better because traffic is coming from organic search. You are not getting any investment. You don't have to show ads again and again.
User Google traffic is coming to your website. And you are ultimately converting. So, here we can see that the organic search traffic of this dummy website is 100% correct.
They are converting from SEO. they are making a good conversion and doing a good sale. So, through this report, you can find out how many times your website is converting from a specific medium, from a specific channel, from a specific source the traffic that your website is getting after coming to your website.
For example, we just talked about the newsletter. In the November newsletter, there are 43 people who click on the newsletter link 4 times and then convert. There are 24 people who visit the same newsletter 5 times and then convert and purchase the product.
There are 21 people who click on the same newsletter link 3 times. They come to your website through this newsletter 3 times and then purchase. So, this kind of minute data, you can't get this information from any other platform.
And this information changes your marketing idea and tells you how you will decide your website's marketing campaign. If you are sending a newsletter only once and you think that you have sent the newsletter once and I have told you about the product. Now, it is the user's responsibility whether he will purchase it or not.
This is wrong. If you can see in your analytics that after clicking on your URL 5 times, the user is purchasing, then maybe you need to send more email newsletters so that the user can purchase it at the same time. So, this was the advertising tab of Google Analytics.
In the next video, we will see the explore tab. We will explore the explore tab and with this, you will understand Google Analytics completely. So, let's meet in the last video of this series and cover Google Analytics completely.
Thank you so much for watching this video. My name is Amit Tiwari from AmitTiwari. net and I will see you next time.
Take care.
