The Google release notes for April 11, 2016 bought a nice little surprise. Google has introduced a new feature named User Explorer Reporting. It is quite an awesome feature that shows very specific visitor interactions across the website.
What Is User Explorer?
According to Google’s latest release notes, User Explorer Reporting is a new set of reports in Google Analytics lets you perform analysis of anonymized individual interactions with your websites and apps.
User Explorer utilizes existing anonymous Google Analytics data to deliver incremental insights that marketers need to improve and optimize their sites and apps.
The feature is now available in the Audience sections. Anonymous Client ID and User ID will be surfaced in this report as a part of the release.
Too much technical? Alright lets simplify things like we always do!
User Explorer Reporting Guide
You can find this report by navigating to Audience menu > User Explorer in your Google Analytics view.
Landing Page Overview
After you click, you will see the following screen.
As you can see, you now have access to information based on individual users (client ids). Client Id is a unique ID that Analytics assigns to each device from which users engage your content. Of course you won’t be able to know who the actual user is, but you get a better idea as to what a particular user stats are.
You will also notice a box (like a chess) below the date range option on top left. This is an important feature that lets you control the sample size of the number of sessions used to calculate this report.
In Analytics, sampling can occur in your reports, during your data collection, or in both places. Sampling your traffic allows for accurate reporting without a decrease in processing speed.
All the other options like sessions, bounce rate are self explanatory. Lets dive deeper into the user reporting part.
Introduction to User Report
The ‘user explorer’ report is made up of several individual ‘user reports’. Each client Id will give you an individual report. The report provides details about an individual user like attributes Acquisition date and Acquisition channel.
After selecting the 1st client id you will see the following screen.
Lets go through every thing in this page and understand what it means:
It shows the date range for which you want to see the the report.
It depicts the client id which you selected.
This shows that the user was first acquired on 15th April, 2016.
The user came directly to the website. (This can be social and organic)
The device used to access the website was a Desktop (or Laptop).
If you want to go back to the main user explorer page select this.
This user has generated 106 sessions in total so far and has spent 31 hours 39 minutes and 40 seconds on the website. The user has not generated any revenue.
You can combine two dates to form a segment to view common results.
You can opt for how many filters you want to apply. It is better depicted in the image on right.
You can select descending if you want to see report from finish to beginning or ascending if not.
This shows the last time the user was active on your website and how many sessions took place. In this case the user last came on 20th May, 2016 and had 3 sessions.
Did you find any analysis that I have missed? Please write in the comments below.
How to use the ‘User Explorer’ report
Now once you know what a user report contains, the most important question still remains: What do I do with this? How to use the report?
With the report you can:
Generate thousands of reports for each user.
See which particular user is more active.
See how many people are making a purchase completing a goal.
Get a better understanding about the conversion path
Sort the report by sessions, session duration, bounce rate, revenue, transactions and goal conversions
Get report on Pageviews, Goals, E commerce and Events.
Hopefully you have a better understanding about this very useful feature. Please implement it yourself and if you face any challenge or have any questions, feel free to write to me.
Here is a short video by Measureschool explaining User Explorer. Enjoy!
Google recently included a cohort analysis report in the Analytics’ audience section that takes the data from a given website or app. Rather than looking at all users as one unit, it breaks them into related groups (Cohort Type, Cohort Size and Metrics etc.) for efficient analysis.
You can access Cohort Analysis by going to the Audience tab in Google Analytics.
The report, which is in beta release, may help marketers and analysts identify time-based trends like testing the effectiveness of forms, content, products, or ads.
While cohort analysis is sometimes associated with a cohort study, they are different and should not be viewed as one in the same. Cohort analysis has come to describe specifically the analysis of cohorts in regards to big data and business analytics, while a cohort study is a more general umbrella term that describes a type of study in which data is broken down into similar groups.
How Do You Do Cohort Analysis In Google Analytics?
It might seem complicated but you can easily do a cohort analysis in Google Analytics. GA provides four different ways to display the cohort data:
The Cohort Type: Where you mention the grouping of cohorts
The Cohort Size: That is measuring the number of cohorts,
Metric: The number of times a cohort visited the page,
Data Range: The time period of measuring cohorts and data.
The Cohort Size:
The dimension that’s the basis of the cohorts. You can only select one dimension at a time.
The Cohort Type corresponds to the table column that includes the total number of users in a cohort.
For example, if you select Acquisition Date, the cohorts are grouped based on when users joined your website or app. Acquisition Date is the only option that’s currently available.
The Cohort Size:
The time frame that determines the size of each cohort. This corresponds to the date and number of users in each cohort cell in the dimension column.
For example, if you select Day, the cells in the dimension column display a single date and the number of users organized into the cohort for that day.
If you change your selection to Week, a date range appears, and the number of users organized into the cohort for that week also appears.
The metric that’s being measured for each cohort. You can only select one metric at a time.
The metric corresponds to all columns in the table, except the Cohort Type column, which displays the dimension.
For example, if you select Session Retention, each Day displays the percentage of users in each cohort that had a session that specific day.
The time boundary that determines what data appears in the report. This corresponds to the number of rows in the table.
For example, if you select the Last 7 Days, there will be a total of 8 rows in the table: one for each of the past 7 days, and one for sum of all cohorts.
What Do Charts Mean: Understanding Cohort Charts
This is the most important part: understanding what these cohort charts mean! I don’t know about you, but this isn’t really immediately clear to me, so let me walk you through how to look at it.
Understanding Cohort Chart
The cohort chart is a line chart which shows the cumulative metric values for the selected cohorts. To start, in the example below, 27.03% users have been retained the next day and only 13.96% users the day after that.
Through the menu you can select and compare up to four cohorts on the cohort chart.
You can apply up to 4 advanced segments (both default and custom) to the Cohort analysis report and these advanced segments are reflected in the Cohort Chart:
Understanding Cohort Table
Here is a screenshot of the cohort table. Each row represents a cohort. For example, May 18, 2016 is one cohort and May 19, 2016 is second cohort and so on.
If you select date range as ‘7 days’, the data table would contain 8 rows.
The first row or the top row shows the total or average value of all the cohorts for each column. The remaining 7 rows show data for each cohort. Similarly if you select ‘Last 30 days’ as the date range then the data table would contain 31 rows.
Each column in the Cohort Data table represents cohort size: one day/week/month of data.The data table contains fix number of columns which is 13.
Each cell in the cohort data table contains the value of the metric you selected through ‘metric’ menu. For example, if you selected pageviews metric then each cell would contain total number of pageviews per cohort per time increment.
The color intensity in each cell visually indicates the magnitude of the metric value relative to other values in the cohort.
So what does the above table mean? I’ll combine all the points and give proper analysis:
The table depicts the user retention for the past 7 days. That is why instead of numbers, percentage is showing.
If you see the 2nd row (May 18, 2016), 582 users came to the website out of which 30.76% users came back on 19th May and 20.96% users came on 21st May.
If you look at the color of the Day 2 on 19th May, it is darker than the Day 2 on 18th May. This depicts that user retention was better on 19th May than on 18th May.
So there you have it! Hope you have a better understanding about cohort analysis now. If there are any questions about cohort analysis, Google analytics or digital marketing in general, please write to me. I will be glad to help you out.
Here is short video by PPCHeroBlog explaining Google Analytics. Enjoy!
The marketing world is new, exciting and continuously changing, or to use a better word, evolving. If you look at any job site today you’ll come across job titles that did not even exist few years back. Digital marketing professionals are being sought actively by organizations to help them grow and compete in this digital era.
So, if you’re currently looking for a new marketing job, it would be wise to brush up on your digital knowledge and expertise.
In a recent survey by the Online Marketing Institute, 750 employers were asked about the talent and skills they are looking for. Here are the results:
Analytics: 76 percent said this skill is important or very important
Email Marketing: 73 percent said this skill is important or very important
Content Marketing: 68 percent said this skill is important or very important
Social Media: 67 percent said this skill is important or very important
We have taken this survey as base and added some more which we think are also important.
With so much data being generated every second, analyzing this using proper tools such as Google Analytics is a must have skill.
What use is all your knowledge if you don’t know how it is impacting your strategy or if your strategy is actually working and you are meeting your goals!
You’ll need to not only implement strong inbound and outbound digital strategies, but also analyze them regularly and use those insights to constantly improve.
Best Training Institutes For Digital Marketing in India
Digital Marketing is one such field where you can learn everything online. And if you apply the digital marketing techniques to your website, you can have experience as well. In short you can become a digital marketing expert
But attending a proper course and getting certified never hurt anyone. A good digital marketing training course will give you proper guidance and help you in getting ahead of your colleagues.
We have identified top 5 institues in India that will help in in this exciting journey of digital world.
In this Digital Era, everything is related to marketing now. And with the scale of social media usage, it is understandable that digital marketers need appropriate ammunition. And since the battle is to bring visibility to your brand, SEO becomes the key factor that may decide the winner.
A digital marketing manager might be handling so many projects that it gets difficult for him to manually take care of each and every thing.
But what if I told you that this manual tasks can be converted to automated tasks! Yes, it is possible. With the growing technology, new tools and techniques have arrived which have simplified the routine tasks by automating and thus saving hours of work and frustration!
In this article, we have listed down top 6 Search Engine Optimization Tools.
Google Search Console is a free service offered by Google that helps you monitor and maintain your site’s presence in Google Search results.
You don’t have to sign up for Search Console for your site to be included in Google’s search results, but doing so can help you understand how Google views your site and optimize its performance in search results.
Internet means Google (at least for most of us!). It is the default page and first place to look for information. “Google It” as they say. You just type literally anything and Google won’t disappoint you!
Here’s a screenshot of a simple search query that we ran. The results it is showing are about 1,98,00,000 results and that too in 1.03 seconds. That’s crazy!
So do you have an idea how Google or any other search engine is able to find so many relevant results (read websites) for you in such a short duration?
The reason why it is important to have knowledge about this is that it helps you in managing your SEO better. Only if you have a working knowledge of how search engines work, you’ll be able to make Digital Marketing strategies work the way you want it.
In a nutshell there are three stages associated with any search engine:
Crawling– content is discovered;
Indexing– where content is analysed and stored in databases
Retrieval– where the query submitted by a user fetches relevant results in the form of pages.
The journey of search engine begins with crawling. Crawling includes scanning the site and getting every information available which includes page title, images, keywords in the website and pages the website links to.
And all this is done using crawlers or bots or spiders. This bot or a spider searches every website available, very very very quickly! It then adds the list to a database in addition to re-crawling the websites to double check. It catches any related websites with matching keywords, websites linked to other sites. But if your content is not in the homepage but is present after many clicks, the bot may five up and your website may not show up the search pages.
The next and perhaps one of the most crucial tasks is taking all the data which is crawled and put it in a huge database. Just to give an idea how big the database is for every
search, imagine a library big huge number of books. Now you have to make a list of the books, authors, and their titles. And now imagine you doing this for all the libraries in the world! Sounds mind boggling. Right? But this example is a very small scale version of what Google does!
All the data is stored in vast data centers around the world. Hers an image of a data center.
This is the last step and the one which determines whether users come to your website of not. It is what you see after you type in the search query. The search engine tries to display the results based on the crawlers’ judgement of relevancy of the content to the user.
Different search engines differ in this step. Some use keywords as the deciding factor while others work with advanced options of keyword proximity, age of the content.
Few years back this was a very simple process following a simple transparent logic. After entering the keywords, search engines looked at website titles, post titles, keywords within the website content and superficially looked at the number of links leading to the website.
But now the algorithms that drive search rankings are quite refined. To give you an idea here’s a video by Google explaining how search works.
W3C is an organization that was created in order to develop and maintain the standards of the Internet
<h1> Headings Status
Help to indicate the important topics of your page to search engines
<h2> Headings Status
Help to describe the sub-topics of your webpage to search engines
It tells bots which pages to access and index on your website and which pages not to
For navigation and inform search engines immediately about any changes on your site
Underscores in Links Test
Overuse of hyphens and underscores in URLs can be seen as spammy
Image Alt Test
If image doesn’t load, it provides alternate information
Google Analytics Test
For analytics and giving more authentication to website
Easier for users to navigate to our website through bookmarks
SEO Friendly URL Test
Easier for bots to search our website
Social Media Check
More accurate relevancy for searches
HTML Page Size Test (Code to text ratio)
faster page loading time
Page Cache Test
Cached pages serve up static html and avoid potentially time consuming queries to your database
Flash content does not work well on mobile devices, and is difficult for crawlers to interpret.
Nested Tables Test
This speeds up page loading time and optimizes the user experience.
Absence of frames helps in indexing by bots
URL Canonicalization Test
Bots might think of it as spam
Safe Browsing test
Server Signature Test
Turning off server sigature is good for security
Libwww-perl Access Test
By blocking access from libwww-perl you can eliminate many simpler attacks
Media Query Responsive Test
This is base for responsive design functionalities
As we read on SEO Simplified, SEO is all about optimising a site so that it reaches highest possible rank whenever a user does an organic search. Remember, it is not same as a paid search marketing. If you have to spend money to appear on the top of a page, you are doing Search Engine Marketing (as shown in the picture). Although both SEO and SEM are related, they are not the same.
Before understanding how SEO works, you have to know how search engines work. In short, Search Engines use an algorithm to check the relevancy of the website and the content to a search term or keyword that a user has entered. The algorithm check for the trustworthiness, originality, and quality of the content being presented.
So, for the SEO strategy to work best you have to ensure that your content is awesome! You should not put any irrelevant content just to get the visitors. It will backfire! If you have a Title tag, URL, Awesome content and Image text attributes managed, half of your work is done.
To read the complete SEO Checklist click here.
A Digital Marketer has to keep this thing in mind while making SEO Strategy.
Here’s a short video by Digital Resource on how SEO works to help you understand the concept better.
SEO refers to Search Engine Optimization and is one of the important aspects of Digital Marketing. It is the name given to the process that attempts to improve search engine rankings in Google.A simple example: if you want to buy sports shoes online. You go to Google and use the keyword “Buy sports shoes”. As shown in the image, the reason why Jabong is at the top and Amazon is second, is SEO!
All search engines (Google, Bing, Yahoo, etc.) have search results which are shown to the user. These results are ranked on the basis of relevancy. This is another comprehensive study as to how Google ranks pages.
How SEO Works?
In short, Google bots search for the relevant content (shared in blogs, Facebook posts, Tweets, etc.) and these bots pick up the authority signals which determines page authority of a website. Higher the page authority of a website, higher Google rank and better probability of getting achieve a high ranking on search engine return pages (SERPs).
What Affects SEO?
A website can ensure a good SEO strategy by incorporating search engine friendly elements into a website. And it is not that difficult.
Just keep the following things in mind:
Write quality content.
Distribute and publicize your content.
The community interacts and shares your content.
Links to the content are built on other sites.
Your online reputation increases, and with more people “talking” about you, your rank goes up.
To read about SEO Checklist for your website, click here.
Types of SEO
In a nutshell, SEO can be categorized in:
White Hat SEO Black Hat SEO
On Page SEO Off Page SEO
Paid SEO Unpaid SEO
Please read all the components of the SEO to get more comprehensive knowledge about SEO.
Here’s a short video by Viral Cast Media which will help you understand it better!
Remember SEO is a gradual process. You can bypass the right way, but it won’t get you far. It will give only temporary results. So be patient & expect results in 6-12 months!
Digital Marketing is a term being used widely and I am sure most of you must have heard about it. But very few people actually know what it really means.
Digital marketing, simply put, is marketing in 2016 since almost every marketing tactic has a digital aspect to it. It is a term used to describe the integrated marketing services used to attract, engage and convert customers online.
What does Digital Marketing consist of?
Ever heard of Content Marketing, SEO, SEM, Social Media Marketing and Online Advertising, Google Analytics Analysis, Online Traffic etc.? Every single one of them is an individual and comprehensive part of Digital Marketing.
Apart from the Internet (social media being the primary channel), digital marketing includes promotional efforts using mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television, radio channels and much more.
Digital Marketing is seen as the grouping of push and pull Internet technologies to implement marketing campaigns. Digital Marketing not only promotes a product/ service, it also consists of the analysis of the marketing campaigns to understand what is working for the organization and what is not.
And this is real time analysis which consists of many factors such as what is being viewed, how often, how long, as well as other actions such as responses rates and purchases made.
How is the analysis done?
Analysis of any Digital Marketing campaign cannot be done without the appropriate tools. There are numerous Digital Marketing tools in the market like Google Analytics, Sprout Social, Alexa etc. We’ll discuss these sometime later.
Here’s a short video by SAS Software which will help you guys further in understanding the concept!
Remember that digital marketing is different for every business. The strategy of an e-commerce company will never be same as that of an IT firm or a social media company or an educational institute.
This is a relatively new field and is constantly evolving with new technologies being created all the time.