UNIT – V

WEB ANALYTIES

GOOGLE ANALYTICS
 Google Analytics is a web analytics service that provides numerous analytical tools
useful for insights on website performance and marketing campaigns & it provides
statistics and basic analytical tools for search engine optimization and marketing
purposes.
 It’s a practice that’s useful for managing and optimizing websites, web applications,
or other web products. It’s a data-driven practice that helps companies make high-
impact website decisions. You might also get ideas on improving your website and
driving business growth from web analytics.
 Product managers, data scientists, UX designers, and others can use web analytics to
enhance their website or product experience and meet customer needs. Here’s how to
get started with an effective analytics program and avoid the common problems many
data-driven operations run into.

What is Google analytics used for?

 Web analytics is helpful for understanding which channels bring users to your
website.
 You can also identify popular site content by calculating the average stay on your web
pages and how users interact with them—including which pages prompt users to
leave.
 Web analytics features like Amplitude’s Journeys show how users interact with your
site.
 You can use this information to improve underperforming pages and increase
audience engagement across your website.
 For example, payment processor Square used web analytics from Amplitude to
redesign its homepage, creating a new seller journey and making it easier for
interested companies to get started with the company. The company continued to
iterate on its redesign, gathering data and saw double-digit improvements in key
metrics. One key insight: Customers preferred chatting with company representatives
over submitting their information in a contact form.

GOOGLE AD WORDS
Google AdWords is an online advertising platform developed by Google, where advertisers
can bid on keywords to display their ads on Google’s search engine results pages (SERPs), as
well as on other websites, apps, and videos that are part of Google’s network. Advertisers
only pay when someone clicks on their ads, hence the name “pay-per-click” (PPC)
advertising.

How does Google AdWords work?

Google AdWords works as an auction system, where advertisers compete for ad space on
Google’s network. The process is as follows:
 Advertisers create ads and choose keywords that are relevant to their products or
services. Keywords are words or phrases that users type into Google’s search box, or
that describe the content of the websites and apps where the ads can appear.
 Advertisers set a bid for each keyword, which is the maximum amount they are
willing to pay for a click on their ads. The bid can vary depending on the competition,
the quality, and the relevance of the ads and keywords.
 Google determines the ad rank for each ad, which is a combination of the bid and
the Quality Score. The Quality Score is based on factors such as the click-through rate
(CTR), the landing page experience, the ad relevance, and the expected impact of the
ad extensions and formats. The ad rank determines the position and the cost of the ads
on the SERPs or the Display Network.
 Google displays the ads that have the highest ad rank, and charges the advertisers
only when someone clicks on their ads. The actual cost per click (CPC) is the
minimum amount required to maintain the ad rank, and is usually lower than the bid.

DATA COLLECTION for WEB ANALYTICS

Data collection for web analytics is the process of gathering, measuring, and analyzing data
related to website activity, helping businesses and marketers understand user behavior,
optimize performance, and make data-driven decisions. Here's an overview of how data
collection works in web analytics:
1. Tracking Code (JavaScript Snippet)
 Most web analytics tools (like Google Analytics) rely on a tracking code or
JavaScript snippet that is embedded in each page of a website.
 This code captures user interactions with the website, including page views, clicks,
sessions, and other behaviors.
 When a user visits the website, the tracking code collects data from the browser (e.g.,
location, device type, operating system) and sends it to the analytics tool's servers.
o Example: Flipkart uses tools like Google Analytics and possibly other
analytics platforms to collect user data. A JavaScript tracking code is placed
on every page of the website and the mobile app.
o When users browse products or navigate through categories, the tracking code
captures all activities, such as page views, clicks, and time spent on each page.
2. User Identification (Cookies)
 Cookies are small files placed on the user's browser that help identify returning
visitors and track their behavior over time.
 First-party cookies are used by the website itself to store information about user
preferences, sessions, and previous interactions.
 Analytics tools use these cookies to differentiate between new and returning users,
track session duration, and monitor multi-session behavior.
o Example: Flipkart places cookies on users' browsers when they visit the
website. These cookies help Flipkart track returning visitors, enabling
 personalized recommendations based on past browsing behavior, such as
products viewed or wishlisted.
o This helps Flipkart provide a more tailored shopping experience by showing
users products related to their preferences and history.
3. Event Tracking
 Event tracking is used to monitor specific user interactions, such as clicks on buttons,
form submissions, video plays, downloads, or any other action that doesn't result in a
page load.
 Custom events can be set up to collect more granular data, helping marketers
understand the effectiveness of particular elements on the page.
o Example: Flipkart sets up event tracking to monitor important user
interactions, like:
 Clicking the "Buy Now" or "Add to Cart" buttons.
 Interacting with product images, customer reviews, and specifications.
 Applying filters for product search results, such as sorting by price or
rating.
o These events help Flipkart understand which elements of the website are
driving customer engagement and which need improvement.
4. User Data and Segmentation
 Web analytics platforms collect a variety of user data, including:
o Demographics: Age, gender, interests, etc.
o Geographic data: Country, city, region.
o Device information: Device type, browser, operating system.
o Traffic source: Whether the user arrived via organic search, direct URL entry,
social media, or referral from another site.
 These data points are segmented to help businesses tailor their content and marketing
strategies to specific audience groups.
o Example: Flipkart collects user data including:
 Demographics: Identifying the age, gender, and interests of users.
 Geography: Tracking users’ locations to offer region-specific deals or
promotions.
 Devices: Knowing whether users are shopping via desktop, mobile, or
tablet to optimize the user experience on different devices.
o This data is segmented to customize marketing campaigns, like sending push
notifications or emails targeting specific user groups.
5. Page Views & Sessions
 Page Views: Track the number of times a webpage is loaded by a user.
 Sessions: A session represents a single visit to a website by a user. It tracks all
interactions during that visit, which could include multiple page views, events, and
transactions.
 If a user is inactive for a specified period (e.g., 30 minutes), the session ends, and any
subsequent activity counts as a new session.
o Example: Flipkart tracks page views to understand which product pages or
categories are most visited.
 o Sessions allow Flipkart to track user journeys, such as how many users add
products to the cart but leave without completing the purchase (cart
abandonment). This helps in optimizing the checkout process and reducing
friction in the buying experience.
6. Conversion Tracking
 Conversion goals (e.g., purchasing a product, signing up for a newsletter) are tracked
to measure how effectively the website is achieving its objectives.
 Tools like Google Analytics use "goals" or E-Commerce tracking to measure these
specific user actions.
o Example: Flipkart uses conversion tracking to measure the success of their
E - Commerce platform. For example, the platform tracks:
 Number of products purchased.
 Payment completions.
 Use of discount coupons or offers.
o This helps in calculating conversion rates and the effectiveness of marketing
strategies.
7. Heatmaps & Session Recordings
 Heatmaps show where users are clicking, scrolling, and interacting with different
parts of a webpage.
 Session recordings allow businesses to see real-time user interactions, providing
deeper insights into user behavior and possible bottlenecks.
o Example: Flipkart can use tools like Hotjar to analyze heatmaps, showing
which areas of a product page are most clicked (e.g., price, reviews, product
specifications).
o Session recordings allow Flipkart to observe user behavior, such as where
users face difficulties during the checkout process or which parts of the
website cause confusion, helping them make UX improvements.
8. Multichannel Attribution
 This involves tracking users across multiple channels (social media, email, paid
search, etc.) to determine which channels contribute most to conversions.
 Attribution models help allocate credit for conversions to the channels and
touchpoints that played a role in the user’s journey, from first interaction to
conversion.
o Example: Flipkart runs advertisements across different channels (Google Ads,
Facebook, Instagram, and email marketing). By using web analytics, they can
track which channels lead users to visit their site and make purchases.
o Attribution models help them determine whether Google search ads, social
media posts, or email campaigns are driving the most revenue, allowing
Flipkart to optimize its marketing budget.
9. Tag Management
 Tag Management Systems (e.g., Google Tag Manager) allow marketers to deploy
and manage analytics tags (such as for tracking conversions, custom events, etc.)
without modifying the website’s codebase.
  Tags enable data collection for different marketing and analytics platforms in a
streamlined way.
o Example: Flipkart likely uses Google Tag Manager to manage all their
tracking tags for web analytics and remarketing. This allows them to collect
data efficiently across the site without slowing down performance or requiring
constant changes to the website’s backend.
10. Server Log Files
 Web servers store log files that record all incoming and outgoing traffic, including
details of every request made to the server.
 These logs can be analyzed for data on visitor activity, such as page views, referring
domains, and even more technical metrics like server response times and error rates.
o Example: As Flipkart's traffic is massive, they may use server log files in
addition to web analytics tools to gather more technical data such as server
response times and error rates. This data helps Flipkart optimize site speed,
especially during high-traffic sales events like the Big Billion Days.

MULTICHANNEL ATTRIBUTION
Multichannel attribution is a method in digital marketing and analytics that assigns credit to
various marketing touchpoints that contribute to a conversion or sale. Instead of crediting
only the final interaction before a conversion (which is the case in last-click attribution),
multichannel attribution helps marketers understand the role of each channel in the customer
journey and how they work together to drive results.

Key Concepts of Multichannel Attribution:

1. Touchpoints: These are the interactions that a customer has with a brand before
making a purchase or completing a desired action. They can include paid ads, social
media engagement, email marketing, website visits, and more.
2. Conversion Path: This refers to the sequence of touchpoints a customer goes through
before converting. Multichannel attribution maps out this path to determine how much
value each touchpoint contributed to the final outcome.
 3. Attribution Models: There are several types of attribution models, and each assigns
credit differently across touchpoints:
o Last-click attribution: All credit is given to the last interaction before
conversion.
o First-click attribution: The first interaction is given full credit.
o Linear attribution: Credit is equally distributed across all touchpoints.
o Time-decay attribution: More credit is assigned to touchpoints closer to the
conversion.
o Position-based (U-shaped) attribution: Credit is split between the first and
last interactions, with less credit given to touchpoints in between.
4. Importance of Multichannel Attribution:
o Better ROI Measurement: It helps marketers understand the true return on
investment (ROI) for each marketing channel.
o Informed Budget Allocation: Marketers can allocate resources more
effectively by identifying the most influential touchpoints.
o Enhanced Customer Journey Understanding: Multichannel attribution
reveals how different channels work together and influence customers,
offering insights into improving the overall strategy.
5. Challenges:
o Data Collection: Gathering accurate data from multiple platforms can be
complex.
o Cross-device Tracking: Users often interact with multiple devices, making it
harder to track their journey.
o Choosing the Right Attribution Model: Different models may tell different
stories about the customer journey, so selecting the right one is crucial for the
business's goals.

UNIVERSAL ANALYTICS
Universal Analytics is a version of Google Analytics that was widely used for tracking and
analyzing user interactions across websites and apps. It introduced several advanced features
over its predecessor, such as the ability to track users across multiple devices and platforms,
and provided greater flexibility in data collection.
Key Features of Universal Analytics:
1. Cross-device Tracking:
o User ID Tracking: Universal Analytics allows businesses to track users
across multiple devices by assigning a unique User ID. This feature enables a
more accurate picture of a user's journey across devices, such as when a user
browses on mobile but converts on desktop.
2. Custom Dimensions and Metrics:
o Universal Analytics introduced the ability to create custom dimensions and
metrics that go beyond default data tracking. For example, businesses can
track specific user behaviors, categorize them based on user-defined criteria,
and analyze them using tailored metrics.
 3. Session and User Tracking:
o Universal Analytics tracks sessions (a group of interactions occurring within a
specific time frame) and users (individuals across multiple sessions). This
allows businesses to get a clearer understanding of user behavior over time,
including how often they return and what channels they use.
4. Enhanced E-commerce Tracking:
o Universal Analytics offers advanced e-commerce tracking to monitor detailed
user interactions with products. This includes tracking product impressions,
clicks, transactions, refunds, and more.
5. Multichannel Attribution:
o One of the powerful features of Universal Analytics is the Multi-Channel
Funnels report. This report helps businesses analyze how different marketing
channels (e.g., organic search, paid search, social media, referrals) work
together in driving conversions, providing insights into multichannel
attribution.
6. Behavior Flow:
o The Behavior Flow feature shows how users move through a website,
revealing the paths they take from one page to another. This insight helps
businesses optimize website design and content to reduce friction and improve
user experience.
7. Data Collection Flexibility:
o With Universal Analytics, businesses can collect data from not only websites
but also mobile apps, kiosks, point-of-sale systems, and even gaming consoles.
This flexibility supports a more comprehensive view of user interactions.
8. Demographic and Interest Reporting:
o Universal Analytics allows businesses to track demographic data such as age,
gender, and interests (using data from Google’s display advertising network),
which is helpful for audience segmentation and targeted marketing.
9. Event Tracking:
o It enables tracking of user interactions like button clicks, form submissions,
video views, and other actions that don’t trigger a page reload, offering a
clearer picture of how users engage with site elements.

Universal Analytics vs. Google Analytics 4 (GA4):

In 2020, Google introduced Google Analytics 4 (GA4) as the successor to Universal
Analytics. GA4 offers new features that reflect changes in user behavior and privacy
standards, such as event-based tracking, better support for mobile and app tracking, and
enhanced privacy controls (e.g., no reliance on cookies).
Some differences include:
 Event-based tracking: GA4 focuses on events, whereas Universal Analytics relies on
sessions and pageviews.
 Cross-platform tracking: GA4 is built to unify tracking for websites and apps
seamlessly.
  Privacy and data control: GA4 includes improved tools for managing user consent,
data deletion, and anonymization.

TRACKING CODE TRENDS IN DIGITAL ADVERTISING

Tracking codes in digital advertising are snippets of code (typically JavaScript) embedded
into websites, apps, or ads to collect data on user interactions and behavior. These codes help
advertisers measure the effectiveness of their campaigns, track conversions, and optimize
targeting. Over time, trends in tracking codes have evolved in response to changing
technologies, privacy regulations, and user behavior.

Key Trends in Tracking Codes in Digital Advertising:

1. Event-Based Tracking:
 Shift from Pageviews to Events: Modern tracking focuses more on specific events
(clicks, form submissions, video plays) rather than just pageviews. This trend allows
advertisers to capture micro-interactions that provide deeper insights into user
behavior.
 Google Analytics 4 (GA4) and Facebook Pixel have adopted event-based tracking
by default, which is more flexible and better suited for understanding user
engagement.
2. First-Party Data Tracking:
 Decline of Third-Party Cookies: Due to growing privacy concerns and browser
restrictions (e.g., Safari's Intelligent Tracking Prevention, Firefox's Enhanced
Tracking Protection, and Chrome’s planned phase-out of third-party cookies by
2024), advertisers are relying more on first-party tracking codes that collect data
directly from users visiting their websites.
 Server-Side Tracking: This is becoming more popular as it allows data collection
directly on the server rather than relying on third-party cookies, making it harder for
browsers to block and ensuring compliance with privacy laws.
3. Privacy-Centric Tracking:
 Consent Management Platforms (CMPs): With regulations like GDPR and CCPA,
tracking codes now need to integrate with CMPs to ensure users give consent before
 any data is collected. These platforms allow advertisers to manage consent
preferences and ensure transparency in data collection.
 Anonymized Data: Many tracking codes now focus on anonymizing user data,
ensuring compliance with privacy laws by removing or masking personally
identifiable information (PII).
4. Cross-Platform and Cross-Device Tracking:
 User ID Tracking: Advertisers are leveraging User ID tracking to follow users across
multiple devices and platforms. For example, Facebook’s Conversions API and
Google Analytics User ID enable tracking of user behavior across web and mobile,
creating a unified customer profile for accurate attribution.
 App + Web Integration: As users increasingly interact with businesses across both
websites and mobile apps, tools like GA4 focus on cross-platform tracking by
unifying data streams from both environments.
5. Server-Side Tagging:
 Google Tag Manager (GTM) Server-Side: Server-side tagging shifts the processing
of tracking codes to a dedicated server instead of the user's browser. This offers
greater control, data security, and reliability since browser-based trackers can be
blocked by ad-blockers or browser settings.
 Benefits: Reduced load on the client side (faster page load times), increased data
accuracy, and compliance with privacy laws.
6. Tagless Tracking and APIs:
 Some advertisers are moving towards tagless tracking or direct data integrations
using APIs. For example, Facebook’s Conversions API and Google’s Enhanced
Conversions API allow advertisers to send conversion data directly from their
servers to the ad platforms, bypassing traditional browser-based tracking codes.
 Advantages: This approach increases data reliability and privacy, as the information
is transmitted directly without relying on browser tags that might be blocked.
7. AI and Machine Learning in Tracking:
 Predictive Analytics: Some modern tracking solutions now integrate AI and machine
learning to predict user behavior and potential conversions, based on past interactions.
This is especially prevalent in advanced platforms like GA4 and Adobe Analytics,
where predictive metrics such as churn probability are becoming common.
 Automated Data Collection: AI-driven tools can automate the identification and
tracking of important events without needing developers to manually set up tracking
for every button or form on a site.
8. Multi-Channel and Multi-Touch Attribution:
 Holistic Tracking Solutions: With users interacting across multiple channels (social
media, paid ads, email, organic search), tracking codes are now designed to provide a
more comprehensive view of the user journey. Solutions like Google Tag Manager
and Adobe Experience Cloud support multi-channel tracking to attribute conversions
accurately across touchpoints.
 Tracking Conversions Across Channels: Advertisers are increasingly using
platforms that track how various digital channels work together, giving credit to
multiple touchpoints (multichannel attribution), and not just the last-click interaction.
9. Tracking without Cookies:
 Fingerprinting and Cohort Tracking: As cookies are phased out, advertisers are
exploring other tracking technologies like browser fingerprinting (identifying users
based on their device and browser configurations) and Google’s Federated Learning
of Cohorts (FLoC), which groups users into cohorts based on their interests without
identifying individuals.
 Privacy Sandbox: Google is also working on alternatives like the Privacy Sandbox,
which seeks to maintain user privacy while still allowing advertisers to gather
meaningful insights.
10. Real-Time Tracking and Reporting:
 Instant Analytics: There is an increasing demand for real-time tracking and data
visualization. Platforms such as Google Analytics 4 and Adobe Analytics are
offering faster processing and reporting, enabling businesses to monitor user behavior
and optimize campaigns in real-time.
 Real-Time Bidding (RTB): In programmatic advertising, tracking codes are used to
monitor ad impressions and bids in real-time, allowing for instantaneous adjustments
in ad delivery based on user interaction.

LANDING PAGE
A landing page in digital marketing is a standalone web page designed specifically to
capture visitor information or encourage specific actions, such as making a purchase, signing
up for a newsletter, or downloading an app. Unlike a typical website page, a landing page is
usually optimized for conversions, with a focused message tailored to the marketing
campaign that led users to it (such as an ad, social media post, or email).

Key Characteristics of a Landing Page:

1. Single, Clear Objective:
o A landing page has one primary goal or Call to Action (CTA), whether it's
filling out a form, making a purchase, or registering for an event. Unlike a
website homepage, which may have multiple links and distractions, a landing
page focuses solely on this one action.
2. No Distractions:
 o To increase conversion rates, landing pages often minimize navigation menus,
sidebars, and other links that could distract visitors from completing the
desired action. They’re designed to keep the user focused on the CTA.
3. Tailored Content:
o Content on a landing page is specifically related to the ad or source that
brought the visitor there. For example, if an ad offers a free eBook, the landing
page will focus entirely on providing details about the eBook and encouraging
the visitor to download it.
4. Engaging Headline and Visuals:
o Landing pages typically feature a compelling headline that immediately grabs
attention and communicates the value of the offer. Visuals, such as images,
videos, or info-graphics, are used to enhance the appeal and clarity of the
message.
5. Form or CTA Button:
o Most landing pages include a form to collect visitor information (such as
name and email) or a CTA button for immediate actions like purchasing a
product. The form should be simple and ask only for essential information to
reduce friction.
6. Trust Signals:
o To build credibility, landing pages often include trust elements like customer
testimonials, reviews, certifications, and security badges. These help reduce
any hesitation a visitor might have in providing information or making a
purchase.
Types of Landing Pages:
1. Lead Generation (Lead Capture) Landing Pages:
o These pages are designed to collect personal data from visitors, such as email
addresses, phone numbers, or names. They typically feature a form and offer
something in exchange, such as a free guide, eBook, webinar registration, or
discount.
2. Click-Through Landing Pages:
o These pages serve as a middle step between an ad and the actual transaction.
They provide information to persuade visitors to click through to a final page,
such as a product page, where they can complete a purchase.
3. Squeeze Pages:
o A squeeze page is a type of lead-generation landing page designed to capture
just an email address, often in exchange for a free offer like a downloadable
resource. These pages are short and direct, with minimal distractions.
4. Sales Pages:
o A long-form sales page provides detailed information about a product or
service with the goal of driving a purchase. These pages may include
testimonials, case studies, detailed product descriptions, and frequently asked
questions (FAQs).
5. Thank You Pages:
o These pages are displayed after a visitor successfully completes the desired
action (e.g., submits a form or makes a purchase). While these pages serve a
simple function, they can also be optimized for further engagement (e.g.,
social media sharing or additional offers).