Digital Marketing Notes PDF

L Digital Marketing: Definition: Digital marketing refers to the use of digital channels and technologies to promote products, services, or brands to a target audience. It involves various online platforms, tools, and strategies to engage with customers, build brand awareness,...

L Digital Marketing: Definition: Digital marketing refers to the use of digital channels and technologies to promote products, services, or brands to a target audience. It involves various online platforms, tools, and strategies to engage with customers, build brand awareness, and drive conversions. Advantages of Digital Marketing: Global Reach: Digital marketing allows businesses to reach a global audience without geographical limitations. Targeted Audience: Precise targeting is possible, ensuring your marketing efforts reach the right people. Cost-Effectiveness: Digital marketing often has a lower cost compared to traditional marketing methods. Measurable Results: Analytics and tools provide real-time data, allowing you to measure the effectiveness of campaigns. Personalization: Tailoring content and offers to individual users enhances engagement. Interactivity: Two-way communication between brands and customers fosters engagement and loyalty. Building a Digital Marketing Strategy: Website: Create an informative and user-friendly website as the foundation of your digital presence. SEO (Search Engine Optimization): Optimize your website to rank higher on search engine results pages organically. There are two types of SEO - On Page & Off Page. On Page SEO deals with internal factors and Off Page deals with external factors. Infact the first step in SEO is to start with Keyword research, then pursue On Page SEO and post which build backlinks Social Media: Leverage platforms like Facebook, Instagram, Twitter, and LinkedIn to connect with your target audience. Email Marketing: Send targeted emails to nurture leads and maintain customer relationships. Affiliate Marketing: Collaborate with affiliates to promote your products/services in exchange for a commission. Influencer Marketing: Partner with influencers to leverage their audience and credibility for your brand. Paid Marketing (Google Ads, Facebook Ads): Invest in paid advertising to boost visibility and reach on search engines and social media. Key Metrics in Digital Marketing: Impressions: The number of times your content is displayed, regardless of clicks. Reach: The total number of unique users exposed to your content. CTR (Click-Through Rate): The percentage of people who clicked your link after seeing it (Clicks / Impressions). Average Time on Site: The average duration a user spends on your website per visit. Clicks: The number of times users clicked on your ad or link.  Conversions: The desired actions completed by users, such as purchases or sign-ups. Conversion Rate: The percentage of users who completed a desired action (Conversions / Clicks). Costing Models: CPM (Cost Per Mille): Cost for 1,000 impressions of an ad. (Facebook, Twitter, Linkedin use CPM) CPC (Cost Per Click): Cost for each click on an ad. (Google search ads use CPM Model) CPL (Cost Per Lead): Cost for generating a lead (e.g., sign-up form). CPA (Cost Per Acquisition): Cost for acquiring a customer (conversion). ROAS (Return on Ad Spend): Revenue generated compared to ad spend. Social media platforms for Business: Facebook: Facebook is one of the largest platforms with over 2 billion monthly active users. It offers businesses a way to reach out to potential customers and build relationships with them. For consumers, Facebook provides a way to connect with friends and family, as well as discover new products and services. Who is this platform for: Facebook is perfect for staying in touch with friends and family, sharing news and experiences, connecting with like-minded people, and building a strong online presence. What businesses can do on this platform: Businesses can share their products and services with a large audience, connect with potential customers, and build a strong online presence. Instagram: Instagram is a visual platform with over 1 billion monthly active users. It’s the perfect place for businesses to share beautiful visuals, such as product photos and videos, and connect with potential customers. Who is this platform for: Instagram is perfect for sharing beautiful visuals, connecting with potential customers, and building a strong online presence. What businesses can do on this platform: Businesses can share visuals of their products and services, connect with potential customers, and build a strong online presence. LinkedIn: LinkedIn is a professional network with over 500 million monthly active users. It’s the perfect place for businesses to connect with potential customers and create connections with like-minded professionals. In addition, LinkedIn offers a number of features that make it an attractive platform for businesses, such as groups, companies, and endorsements. As a result, LinkedIn is the perfect platform for businesses to connect with potential customers and create valuable relationships. Who is this platform for: LinkedIn is perfect for connecting with potential customers and networking with like-minded professionals. What businesses can do on this platform: Businesses can connect with potential customers, create valuable relationships, and build a strong online presence. Facebook Ads and its elements: Facebook offers a variety of paid ad options and placements. All ads can be broken down into three elements: campaigns, ad sets, and ads. The campaign houses all of your assets. If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in colour, copy, images, etc. Now let us get into the details of each. Campaign: The campaign is the overarching strategy that ties everything together. It's generally recommended to have one campaign per objective. For example, if you want more website clicks, you would create a "Website Clicks" campaign and select that objective when creating your ad. Ad Set: Ad sets are where you get into the nitty-gritty of your targeting. You'll need to create a separate ad set for each different audience you want to target whether that's by interests, demographics, or behaviors. Ad sets are a key component of any successful Facebook ad campaign. By creating separate ad sets for each different audience, you can ensure that your ads are highly targeted and relevant. Ad: Once you've created your ad sets and target audience, it's time to start creating your ads. Ads are the creative assets that go inside your ad sets. They can be static images, carousels, videos, or even lead ads. For each ad set, you'll generally want to create multiple ads with different images, copy, and CTA buttons to test what performs best. This will help you test what performs best with your target audience. Facebook provides a number of different ad formats, so you'll have plenty of options to choose from. static images, carousels, videos, or even lead ads. Once you've created your ads, you can monitor their performance and make adjustments accordingly. By constantly testing and tweaking your ads, you'll be able to maximize your results and get the most out of your advertising budget. Now that we've covered the basics of Facebook Ads, let's dive into how they can benefit your business. 1. Create an account with Facebook Ads Manager. You'll need a Facebook Business Page to use the Facebook Ads Manager - you can't run ads through personal profiles. To set one up, follow these steps: 1. Navigate to https://www.facebook.com/business/tools/ads-manager. 2. Click the button that says "Go to Ads Manager." 3. Confirm your information on the ad account setup page. 4. Set up your payment method. 5. Save changes. Once set up, the Ads Manager becomes the control center for your Facebook ads. From here, you can create and track campaigns, adsets and ads, as well as see results and insights for your ads. You can also edit your billing information and access support from Facebook. So get started Facebook ads objective: Choosing specific Campaign Level Objective Now that we have understood what is a different levels of broad campaign categories, within each category there is further ad objective that advertisers can select. Let us now understand what each of the subcategories means and see in detail when to choose one Brand Awareness based Campaign: An advertiser will choose brand awareness ads for their business when they are starting out new in the market or when they already have an established name in the industry but want to create more top of mind recall amongst people. The prime focus of brand awareness ads is to get your ad in front of as many people as possible so that your target audience starts recognizing your brand. Reach based Campaign: An advertiser will choose reach ads for their business when they want their ad to be seen by maximum number of people irrespective of whether they have heard about the brand before or not Traffic based Campaign: An advertiser will choose traffic ads for their business when they want people to click on their ad and be redirected to either their website or a specific landing page. The prime focus of traffic ads is to get people to click on your ad so that they can learn more about your product or service. You can send traffic to any site like Amazon, third party sites etc. Engagement based Campaign: An advertiser will choose engagement ads for their business when they want people to engage with their ad. Majorly Like, comment or share the content, it is best for promotion of contest or increasing likes on the page App Install based Campaign: An advertiser will choose app install ads for their business when they want people to download and install their mobile app. Video Views Campaign: With the Video Views goal type in Facebook, your ads will be shown to people who are more likely to watch them, which is an excellent way to increase views and draw in more ad revenue. You can set up a Video Views campaign to show your ads to people that are most likely to watch them for as little as 2 seconds or as long as 15 seconds. The video has to uploaded on Facebook or Instagram only, any other third party platform will not be allowed This way you can target your advertising and increase the likelihood that your target consumers will see it which will lead to a higher click-through rate and more conversions for your business. Lead Generation Campaign: Advertisers will use lead generation ads when they want people to sign up for something using their contact information. Ads under lead generation objective are measured based on the number of form submissions that they receive. Conversion-based campaigns as discussed earlier are for those businesses who want people to take a specific action on their website or app. If you want your website to reach people who are interested in taking a specific action on it, including adding products to their cart and making a purchase, then conversions is typically the best objective to start with. To successfully use this objective, you will need to do the following: Use Facebook Pixels. Integrate your website with conversion API. Configure your emails, messages and events. Facebook can help marketers target people who "like" certain content in order to help them take action automatically. You can customize which actions you want in your ads and Facebook will show them to the people who are most likely to take those actions. Choose the relevant conversion objective that aligns with your vision to post an ad on Facebook. SEO (Search Engine Optimization) SEO (Search Engine Optimization) is the practice of optimizing a website to increase its visibility and ranking on search engine results pages (SERPs) for relevant keywords and phrases. The primary goal is to drive organic (non-paid) traffic to the website. Types of SEO 1. On-Page SEO: ○ Focuses on optimizing individual web pages to rank higher and earn more relevant traffic in search engines. ○ Involves elements like content quality, keyword usage, HTML tags, and internal linking. 2. Off-Page SEO: ○ Involves activities outside of the website to improve its search engine rankings. ○ Primarily focuses on building backlinks from other websites and improving online reputation. 3. Technical SEO: ○ Ensures that a website meets the technical requirements of search engines to improve organic rankings.  ○ Involves aspects like site speed, mobile-friendliness, indexing, crawlability, and security. 4. Local SEO: ○ Focuses on optimizing a website to be found in local search results. ○ Important for businesses that serve a specific geographic area. On-Page SEO Components 1. Title Tags: ○ The title tag of a web page is an important on-page SEO element. ○ It should include relevant keywords and accurately describe the content. 2. Meta Descriptions: ○ A meta description is a brief summary of a web page's content. ○ It should be compelling and include relevant keywords to attract clicks. 3. Headings (H1, H2, H3): ○ Use headings to structure content and include primary keywords in the H1 tag. ○ Subheadings (H2, H3) help to organize the content and improve readability. 4. Content Quality: ○ Content should be original, valuable, and relevant to the target audience. ○ Use keywords naturally and avoid keyword stuffing. 5. URL Structure: ○ URLs should be clean, descriptive, and include relevant keywords. ○ Avoid using long and complex URLs. 6. Internal Linking: ○ Link to other relevant pages within your website to help users navigate and distribute link equity. 7. Image Optimization: ○ Use descriptive file names and alt text for images. ○ Ensure images are compressed to reduce load times. 8. Keyword Usage: ○ Strategically place keywords throughout the content, including in titles, headers, and body text. 9. Mobile-Friendliness: ○ Ensure the website is optimized for mobile devices. Off-Page SEO Components 1. Backlinks: ○ Obtain high-quality backlinks from reputable websites. ○ Backlinks signal to search engines that your content is valuable and authoritative. 2. Social Signals: ○ Engagement on social media platforms can indirectly influence SEO. ○ Increased shares and likes can drive traffic to your site. 3. Guest Blogging: ○ Write guest posts on authoritative websites to gain backlinks and increase visibility. 4. Influencer Outreach: ○ Collaborate with influencers to gain backlinks and enhance brand visibility. 5. Online Directories: ○ Submit your website to relevant online directories to increase visibility and backlinks. 6. Brand Mentions:  ○ Increase the number of times your brand is mentioned online, even if they don't include a direct link. SEO Audit SEO Audit: A comprehensive analysis of a website's adherence to best practices for search engine optimization. ○ Purpose: To identify issues affecting organic search performance and provide recommendations for improvement. Components of an SEO Audit 1. Technical Analysis: ○ Site Speed: Check load times and performance. ○ Mobile-Friendliness: Ensure the site is optimized for mobile devices. ○ Crawlability: Ensure search engines can crawl and index the website. ○ Indexing: Check how many pages are indexed by search engines. 2. On-Page Analysis: ○ Title Tags and Meta Descriptions: Evaluate the use of relevant keywords. ○ Headings: Check the use of proper heading tags. ○ Content Quality: Assess the relevance and quality of the content. ○ Internal Linking: Review the internal linking structure. ○ URL Structure: Check for clean and descriptive URLs. 3. Off-Page Analysis: ○ Backlink Profile: Analyze the quality and quantity of backlinks. ○ Social Signals: Review engagement on social media platforms. ○ Brand Mentions: Check for mentions of the brand across the web. 4. Competitor Analysis: ○ Compare your website’s performance with competitors to identify strengths and weaknesses. 5. Keyword Analysis: ○ Review the effectiveness of targeted keywords and identify opportunities for new keywords. Summary SEO is essential for improving a website's visibility in search engine results, driving organic traffic, and enhancing user experience. By focusing on on-page, off-page, technical, and local SEO, and conducting regular SEO audits, businesses can optimize their websites effectively and stay ahead in search rankings. Search Engine marketing Google Ads Google Ads (formerly known as Google AdWords) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service  offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users. Types of Ads: ○ Search Ads: Text ads that appear on Google's search results pages. ○ Display Ads: Image-based ads that appear on websites in the Google Display Network. ○ Video Ads: Ads displayed on YouTube. ○ Shopping Ads: Ads that show products and prices directly on the search engine results page. ○ App Ads: Ads promoting app downloads across Google Search, Google Play, YouTube, and the Google Display Network. What is SEM? Search Engine Marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs) primarily through paid advertising. Components of SEM: ○ Pay-Per-Click (PPC): Advertisers pay each time a user clicks on one of their online ads. ○ Cost-Per-Click (CPC): The amount paid by an advertiser to a search engine or website publisher each time a user clicks on the ad. ○ Cost-Per-Thousand Impressions (CPM): Advertisers pay per one thousand impressions of their ad. Advantages of SEM Immediate Results: Unlike SEO, which can take months to show results, SEM can drive traffic almost immediately after the campaign is launched. Targeted Advertising: Allows for precise targeting based on keywords, location, demographics, and even the time of day. Measurable ROI: Detailed analytics and reporting make it easy to measure the effectiveness and ROI of SEM campaigns. Brand Awareness: Even if users do not click on the ads, they still see the brand name, which can help increase brand recognition. Competitive Edge: Can outperform competitors by appearing in top positions of search results for targeted keywords. What is Quality Score? Quality Score is a metric used by Google Ads to determine the relevance and quality of your ads, keywords, and landing pages. Components of Quality Score: ○ Expected Click-Through Rate (CTR): How likely your ad is to get clicked when shown. ○ Ad Relevance: How closely your ad matches the intent behind the user's search. ○ Landing Page Experience: The quality and relevance of the landing page that your ad directs traffic to. How to Select Keywords Brainstorming: Start with a brainstorming session to list down all potential keywords related to your product or service.  Use Keyword Research Tools: Tools like Google Keyword Planner, SEMrush, Ahrefs, and Ubersuggest can help find relevant keywords. Analyze Competitors: Look at the keywords your competitors are using to find opportunities. Long-Tail Keywords: Focus on long-tail keywords which are more specific and less competitive. Negative Keywords: Identify and use negative keywords to avoid showing your ads for irrelevant searches. Campaign Objective and Its Explanation Awareness: Aim to increase brand or product awareness among a broad audience. ○ Strategies: Display ads, video ads, and non-skippable ads on YouTube. Consideration: Target users who are in the research phase of the buying cycle. ○ Strategies: Search ads, video ads, and discovery campaigns. Conversion: Focus on driving actions such as purchases, sign-ups, or downloads. ○ Strategies: Shopping ads, remarketing, and search ads with strong call-to-actions. Bidding Types Manual CPC: Advertisers set their own maximum cost-per-click for their ads. 1. EMAIL MARKETING What is Email Marketing? Definition: Email marketing is a digital marketing strategy that involves sending emails to a group of people to promote products, services, or share valuable information. Purpose: The primary purpose is to build relationships with potential customers, keep existing customers informed and engaged, and drive sales or other desired actions. Types: Common types of email marketing include newsletters, promotional campaigns, welcome emails, abandoned cart emails, and re-engagement campaigns. 2. Advantages of Email Marketing Cost-Effective: Email marketing is generally more affordable than traditional marketing methods, offering a high return on investment (ROI). Targeted Messaging: Allows for precise targeting through segmentation, ensuring that the right message reaches the right audience. Personalization: Emails can be personalized to address the recipient by name, offer personalized product recommendations, and more.  Measurable Results: Email marketing provides clear metrics (open rates, click-through rates, conversion rates) that allow marketers to track the effectiveness of their campaigns. Automation: Automation tools enable businesses to send timely and relevant emails based on specific triggers (e.g., welcome emails, birthday offers). Scalable: Email campaigns can easily be scaled to reach thousands of recipients, whether it’s a small business or a large enterprise. Direct Communication: Emails land directly in the recipient’s inbox, providing a direct line of communication between the brand and the customer. 3. Structure of an Email Subject Line: The first thing a recipient sees, it should be engaging and relevant to encourage the recipient to open the email. Preheader Text: A brief summary of the email content that appears next to or below the subject line in the inbox. It should complement the subject line and entice the reader to open the email. Header: Typically includes the brand’s logo and a clear headline that introduces the email’s main content. Body: The main content of the email. This section should be concise, relevant, and aligned with the email’s objective. It may include text, images, videos, and links. Call to Action (CTA): A clear and compelling CTA prompts the reader to take a specific action (e.g., "Shop Now," "Learn More," "Download the Guide"). Footer: Contains additional information such as contact details, social media links, and an unsubscribe option. It also may include legal disclaimers or privacy policy links. Building Email Marketing Strategy 1. Campaign Structure Objective Setting: Define the primary goals of the campaign (e.g., increasing sales, enhancing customer engagement, driving traffic to a website). Target Audience: Identify the segments you plan to target based on demographics, behavior, purchase history, etc. Timeline: Create a timeline for the campaign, outlining when each type of email will be sent. Content Planning: Plan the content for each email type, ensuring it aligns with the overall objective and resonates with the target audience. 2. Segmentation Strategies Demographic Segmentation: Segment based on age, gender, location, etc. This helps tailor content that is more relevant to different audience groups. Behavioral Segmentation: Segment based on user behavior, such as past purchases, browsing history, and interaction with previous emails. Engagement Levels: Create segments for highly engaged customers, moderately engaged customers, and those who are less engaged or inactive.  Purchase History: Segment customers based on their purchase history to offer personalized product recommendations or special offers. 3. Personalized Content Dynamic Content: Use dynamic content blocks to personalize emails based on the recipient’s name, location, or previous interactions with your brand. Product Recommendations: Include personalized product recommendations based on browsing history or past purchases. Special Offers: Offer personalized discounts or exclusive deals based on customer behavior or loyalty status. Relevant Content: Ensure that the content in each email is relevant to the recipient’s segment. For example, send different content to new subscribers compared to loyal customers. 4. Automation Welcome Emails: Automate a series of welcome emails that introduce the brand, set expectations, and encourage the first purchase. Abandoned Cart Emails: Set up automated reminders for customers who have added items to their cart but haven’t completed the purchase. Birthday/Anniversary Emails: Send automated emails with special offers on customers' birthdays or anniversaries. Re-engagement Emails: Automate a sequence of emails aimed at re-engaging inactive customers. 5. Types of Emails to Send Welcome Series: A series of emails welcoming new subscribers, introducing them to the brand, and encouraging their first purchase. Promotional Offers: Emails promoting special sales, discounts, or limited-time offers. Abandoned Cart Reminders: Emails reminding customers of items left in their cart, often with an incentive to complete the purchase. Product Launches: Emails announcing new products or services, ideally personalized based on customer interest. Re-engagement Campaigns: Emails targeted at reactivating customers who haven’t interacted with the brand for a while. Feedback Requests: Emails asking customers for feedback on their recent purchases or experiences with your brand. 6. Measuring Campaign Effectiveness Open Rate: Measure the percentage of recipients who open the email. A high open rate indicates that the subject line and timing are effective. Click-Through Rate (CTR): Track the percentage of recipients who click on links within the email. This helps measure the effectiveness of the email content and design. Conversion Rate: Measure the percentage of recipients who take the desired action (e.g., making a purchase) after clicking on the email.  Bounce Rate: Monitor the percentage of emails that weren’t delivered to the recipient’s inbox. A high bounce rate can indicate issues with your email list. Unsubscribe Rate: Track the percentage of recipients who unsubscribe after receiving the email. This helps assess the relevance and quality of your content. Revenue Generated: Calculate the total revenue generated from the email campaign to assess its financial impact. A/B Testing: Continuously test different elements of your emails (e.g., subject lines, content, CTA buttons) to optimize performance. 7. Continuous Improvement Feedback Loop: Regularly analyze campaign performance and gather feedback from recipients to identify areas for improvement. Refine Segmentation: Continuously refine your segmentation strategies based on campaign performance and changing customer behavior. Content Optimization: Use insights from previous campaigns to optimize content, ensuring it remains relevant and engaging. Web analytics Web Analytics: Web analytics refers to the collection, measurement, analysis, and reporting of data related to website and online platform usage. It involves tracking user interactions, behavior, and patterns on websites to gain insights into user engagement, content effectiveness, and overall website performance. Advantages of Web Analytics: Web analytics provides several advantages for businesses and website owners: 2. Data-Driven Decision Making: It helps organizations make informed decisions based on user data rather than guesswork. 3. User Behavior Insights: It offers insights into how users navigate and interact with a website, enabling improvements in user experience. 4. Content Optimization: Web analytics identifies popular content and areas for improvement, aiding content strategy development. 5. Conversion Tracking: It tracks user actions, such as sign-ups or purchases, helping to optimize conversion funnels. 6. Audience Segmentation: It allows for the segmentation of users based on various criteria, helping tailor marketing efforts.  7. Performance Measurement: Web analytics measures website performance, including page load times, bounce rates, and traffic sources. What is GA4 (Google Analytics 4): GA4, or Google Analytics 4, is the latest version of Google’s web analytics platform. It is designed to offer a more comprehensive and user-centric approach to analytics compared to its predecessor, Universal Analytics. GA4 introduces new features and focuses on cross-platform tracking, machine learning, and event-based tracking. Reports within GA4 Google Analytics 4 (GA4) offers a variety of reports to help you analyze and understand user behavior on your website or app. Here are some key reports within GA4 and what they mean: 1. Realtime Report: o What it Means: This report provides real-time data on user activity as it happens on your website or app. o Key Metrics: Metrics include active users, traffic sources, locations, and user events. o Use Cases: Monitor live campaigns, track user engagement during special events, and identify traffic spikes. 2. Life Cycle Reports: o What it Means: These reports track user interactions across different stages of the user journey: Acquisition, Engagement, Monetization, and Retention. o Key Metrics: Metrics vary by stage but may include sessions, events, conversion rates, and user demographics. o Use Cases: Understand how users move through the different stages of engagement with your site or app. 3. Events Report: o What it Means: This report provides insights into user interactions with specific events you’ve defined, such as button clicks, video views, or form submissions. o Key Metrics: Metrics include event counts, event parameters, and event names.  o Use Cases: Evaluate the performance of specific user interactions and track user engagement with key features. 4. Conversions Report: o What it Means: This report focuses on conversion events, such as purchases, sign-ups, or other important user actions. o Key Metrics: Metrics include conversion counts, conversion rates, and paths to conversions. o Use Cases: Monitor the success of your conversion goals and optimize your website or app for better performance. 5. User Reports: o What it Means: These reports offer insights into user demographics, interests, and technology usage. o Key Metrics: Metrics include user demographics (age, gender), interests, devices used, and technology platforms. o Use Cases: Tailor your content and marketing strategies to better match your audience’s interests and preferences. 6. Traffic Acquisition Report: o What it Means: This report shows how users arrive at your website or app, including sources like organic search, paid ads, and referrals. o Key Metrics: Metrics include traffic source details, user engagement metrics, and conversion data. o Use Cases: Assess the effectiveness of your marketing campaigns and identify which channels drive the most valuable traffic. 7. Engagement Report: o What it Means: This report provides data on user engagement metrics, including page views, session duration, and user engagement with content. o Key Metrics: Metrics include engagement metrics, top pages, and user journeys. o Use Cases: Analyze user engagement with your content and identify high-performing pages. 8. Retention Report: o What it Means: This report helps you understand user retention and churn rates over time. o Key Metrics: Metrics include cohort analysis, user retention rates, and event-based retention.  o Use Cases: Evaluate the effectiveness of your retention strategies and identify patterns in user behavior. These are some of the main reports available in GA4. Each report offers valuable insights into different aspects of user behavior, helping you make data-driven decisions to improve your website or app’s performance and user experience. Key Metrics: 1. Sessions: o Meaning: The total number of user sessions on your website or app. Each session represents a single user’s visit. 2. Events: o Meaning: The total number of user interactions or events tracked, such as clicks, downloads, or video views. 3. Users: o Meaning: The count of unique users who have visited your site or app within the selected date range. 4. Pageviews: o Meaning: The total number of pages viewed by users. Multiple pageviews within a single session are counted. 5. Average Session Duration: o Meaning: The average time users spend on your site or app during a session. 6. Bounce Rate: o Meaning: The percentage of sessions in which users view only one page before leaving. A high bounce rate may indicate a lack of engagement. 7. Conversion Rate: o Meaning: The percentage of sessions that resulted in a specific conversion event, such as a purchase or sign-up. 8. Revenue:  o Meaning: The total revenue generated from e-commerce transactions or other monetary activities on your site or app. 9. Page Load Time: o Meaning: The average time it takes for a page to load in users’ browsers, influencing user experience and SEO rankings. 10. Exit Rate: o Meaning: The percentage of pageviews that were the last in a user’s session, indicating the point at which users leave your site.