CU-MCA-SEM-VI-Web optimization

Figure 11.8 Figure 11.9 11.7 SUMMARY  Search engine optimization, or SEO, is arguably the biggest thing you can do to promote your website. With more than 2 billion websites on the internet, and more being created every second, you can easily risk your website getting lost in the ocean of content if you don’t make your website search engine friendly.  Guest blogging is an underutilized yet fantastic way of building links to your new website. With this method, you write a guest post for an authoritative blog in your industry (or an adjacent one) to showcase your expertise. With each guest post linking back to your website at least once, you’ll be able to direct traffic from a reputable source back to your new website. 151 CU IDOL SELF LEARNING MATERIAL (SLM)

 Content marketing is a great way to promote your website because it both improves your SEO and generates content that your audience will find useful. A common misconception is that to do content marketing, you need to blog, but that’s not necessarily true. While blogs are the tried-and-true content marketing avenue, you can produce videos, create a podcast, or even start a newsletter around something related to your work.  Social media is the best-known free method of promoting new websites — and for good reason. Platforms like Facebook, Twitter, and Instagram have billions of users each, and it’s easy to connect with other local businesses and promote your own through these platforms.  A successful video is only that which will influence your audience to buy your services or products. Also, if you don’t want to lose your viewers’ attention, then try to make a video of only 4-5 minutes, as a longer video can lose people’s attention at any time. 11.8 KEYWORDS  Content marketing - a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.  Social media- websites and applications that enable users to create and share content or to participate in social networking.  Strategy- a plan of action designed to achieve a long-term or overall aim.  BLOG – a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.  Forum - a meeting or medium where ideas and views on a particular issue can be exchanged. 11.9 LEARNING ACTIVITY 1. Why Video Submission or Sharing is Important? ___________________________________________________________________________ _____________________________________________________________________ 2. What are requirements for submitting a video? ___________________________________________________________________________ ___________________________________________________________________________ 152 CU IDOL SELF LEARNING MATERIAL (SLM)

11.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Explain SEO in detail. 2. Explain with example how can you track link using tag. 3. What do you mean by Email Marketing? 4. Explain Pay Per Click method. 5. Explain giveaway method of optimization. Long Questions 1. Explain page rank in detail. 2. Explain the areas one has to focus while SEO 3. Explain content marketing and social media marketing. 4. Explain the process and importance of video submission. 5. Explain all the process of tracking link. B. Multiple Choice Questions 1. Content marketing is a great way to promote your website because improves your ____ a. SEO b. SMO c. Knowledge d. Website 2. If you’re looking for a tried-and-tested method of promoting directly to your customers, then _______ marketing is a great option a. video b. email 153 CU IDOL SELF LEARNING MATERIAL (SLM)

c. print d. word of mouth 3. Quora, allows users to post questions for the ______ a. friendship b. author c. community d. competitor 4. PPC is abbreviation for ______ a. Pay-per-customer b. Pay-part-click c. Pay-per-person d. Pay-per-click 5. For tracking the link you need Google Analytics a. True b. False Answers 154 CU IDOL SELF LEARNING MATERIAL (SLM)

1-a, 2-b, 3-c, 4-d, 5-a 11.11 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 155 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT- 12: GOOGLE AD SENSE STRUCTURE 12.8 Learning Objectives 12.9 Introduction 12.10 Google Ad sense Training 12.11 Google Analytics Training 12.12 Social Media Optimization(SMO) 12.13 Summary 12.14 Keywords 12.15 Learning Activity 12.16 Unit End Questions 12.17 References 12.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Build your monetized web page.  Generate various reports about the visitors and other related information  Explain the importance of Social Media Optimization. 12.1 INTRODUCTION For many years, search engine optimization (SEO) was the standard for digital marketing efforts. While social media optimization and search engine optimization have similar goals— to generate web traffic and increase awareness for a company's website—search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a webpage to users of a web search engine, especially Google. More recently, social media marketing has come to the fore, at times converging with SEO and in some instances replacing it as the most effective way to strengthen a brand, conduct lead generation, increase a company's visibility in the online space, and connect to an audience. Various social media platforms can be used for digital marketing, including Facebook, Twitter, Instagram, Snapchat, YouTube, Pinterest, and TikTok. Social media optimization often directs the public from these social media platforms to the company's website, where more information can be provided. For example, a campaign to 156 CU IDOL SELF LEARNING MATERIAL (SLM)

raise awareness about a new automobile on social media may direct the visitor to a company webpage that provides information about where local dealerships are located and how to schedule a test drive. 12.2 GOOGLE AD SENSE TRAINING  Google AdSense is one of the coolest ways for you to make sure you can serve your content like a master who monetizes faster!  Google AdSense is a program that’s run by internet’s most famous giant tech company:  It basically allows publishers that are part of the Google Network of content sites to actually serve automatic text, video, image, and even interactive media advertisements which will then be targeted to the site’s content and to an audience.  Which is the entity that’s responsible for these ads, you ask? Google!  These ads can actually generate some sweet revenue on either a per-impression or a per-click basis.  Moreover, Google went as far as to beta-test a cost-per-action service.  Today, more than 14.3 million websites use AdSense.  Google AdSense is where you can be sure that your audience is checking the right ads!  Why Should You Go For Google AdSense?  Most people who love marketing and advertising are looking for one very particular thing:  The ability to effectively make money from their blogs and websites.  That’s where Google AdSense comes in!  A website owner actually adds a Google AdSense banner.  Then, Google will automatically fill that particular banner with ads from its customers.  Another reason to love AdSense?  It’s free and fast!  You’ll get to see some cool ads on your website in no time.  Google will actually pay money each time a customer clicks or views an ad on your precious website. 12.3 GOOGLE ANALYTICS TRAINING What is Google Analytics? Google Analytics is a cloud-based analytics tool that measures and reports website traffic. Itis the most widely used web analytics service on the Internet. Why should we all use it? 157 CU IDOL SELF LEARNING MATERIAL (SLM)

Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs. It gives actionable insights into how visitors find and use your site, and how to keep them coming back. In a nutshell, Google Analytics provides information about:  What kind of traffic does your website generate – number of sessions, users and new users.  How your users interact with your website & how engaged they are – pages per session, average time spent on the website, bounce rate, how many people click on a specific link, watch a video, time spent on the webpage.  What are the most and least interesting pages – landing and exit pages, most and least visited pages.  Who visits your website – user`s geo location (i.e. city, state, country), the language they speak, the browser they are using, the screen resolution of their device.  What users do once they are on your website – how long do users stay on the website, which page is causing users to leave most often, how many pages on average users view.  When users visit your website – date & time of their visits, you can see how the user found you.  Whether visitors came to your website through a search engine (Google, Bing, Yahoo, etc.), social networks (Facebook, Twitter, etc.), a link from another website, or a direct type-in. How to use Google Analytics? 1. Create a Gmail account – to be able to use Google Analytics, you will need to have a Google account. 2. Once created the account, send me your newly created Gmail account to [email protected] and I will grant you access to Google analytics for your website. 3. You will receive an email from [email protected] with a subject line: You have been granted access to a property in Google Analytics account Follow the instructions in the email (i.e. click on the link provided in the email) 4. Sign in to Google Analytics (click on the green button on the top right corner) 5. You will see the main Google Analytics panel. Choose the account and the view corresponding toyour website. 158 CU IDOL SELF LEARNING MATERIAL (SLM)

6. This is what you will see & this is how you will know that you have access to Google Analytics. 7. Add a bookmark (press Ctrl+D at the same time). Save it in the bookmarks bar. In the name field write just “Google Analytics”. Then open another window in your browser, go to your bookmark bar and find the newly saved bookmark “Google Analytics”. Click on it and drag it so as to move it where you can see it (the next time you click on that book mark you will access Google Analytics) 12.4 SOCIAL MEDIA OPTIMIZATION (SMO) Social media optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence. As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and mitigate potential damaging news. Companies using multiple social media platforms may use internet-based tools designed to improve the organization and delivery of their content. These tools allow an employee tasked with creating social media content to schedule content across multiple platforms at the same time, as well as respond to any engagements on the posts including comments or messages from the audience. Some popular social media management tools are Loomly, Agora pulse, Promo Republic, Hoot suite, Buffer, and Sprout Social. Social media platforms allow users to share content on the internet almost instantaneously. Because of this, many companies try to create content that users will pass along to their friends and connections. This strategy, called viral marketing, attempts to achieve a broader reach by getting engaged users of social media platforms to share content rather than relying on users to find the content on their own. Example: Messages on social media platforms can be tailored so that they have a greater impact on specific groups of individuals. Marketers using social media can customize their content based on demographic and geographic profiles. For example, a soft drink maker may post a message about how cold a beverage is to internet users in hot climates. For their audience in cold climates, they might tell users that drinking their beverage will remind them of summer. 12.5 SUMMARY  Google AdSense is one of the coolest ways for you to make sure you can serve your content like a master who monetizes faster!  Google AdSense is a program that’s run by internet’s most famous giant tech company: 159 CU IDOL SELF LEARNING MATERIAL (SLM)

 Google will actually pay money each time a customer clicks or views an ad on your precious website.  Google Analytics is a cloud-based analytics tool that measures and reports website traffic. It is the most widely used web analytics service on the Internet. A successful video is only that which will influence your audience to buy your services or products. Also, if you don’t want to lose your viewers’ attention, then try to make a video of only 4-5 minutes, as a longer video can lose people’s attention at any time.  Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs. It gives actionable insights into how visitors find and use your site, and how to keep them coming back 12.6 KEYWORDS  AdSense- is a free, simple way to earn money by displaying ads next to your online content.  Analytics - information resulting from the systematic analysis of data or statistics.  Strategy- a plan of action designed to achieve a long-term or overall aim.  Digital Marketing– is the promotion of brands to connect with potential customers using the internet and other forms of digital  Forum - a meeting or medium where ideas and views on a particular issue can be exchanged. 12.7 LEARNING ACTIVITY 1. What is Google Analytics ___________________________________________________________________________ _______________________________________________________________ 2. Define SMO. ___________________________________________________________________________ ___________________________________________________________________________ 12.8 UNIT END QUESTIONS A. Descriptive Questions 160 1. Why should we use google analytics? 2. Explain google ad sense training. CU IDOL SELF LEARNING MATERIAL (SLM)

3. How to use Google Analytics? 4. Explain SMO in detail. B. Multiple Choice Questions 1. Marketers using social media can customize their content based on ______ a. demographic b. mood c. money d. customer 2. As a digital marketing strategy, social media optimization can be used to increase _____ a. awareness of customer b. awareness of new products c. profit d. All of these 3. Shortcut to add book mark 161 a. CTRL+S b. CTRL+X c. CTRL+D d. CTRL+T CU IDOL SELF LEARNING MATERIAL (SLM)

4. Google Analytics is a _________analytics tool a. Data base b. Network based c. Click based d. cloud-based 5. Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience a. True b. False Answers 1-a, 2-b, 3-c, 4-d, 5-a 12.9 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. 162 CU IDOL SELF LEARNING MATERIAL (SLM)

Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 163 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT- 13: MY SPACE STRUCTURE 13.0 Learning Objectives 13.1 Introduction 13.2 My space 13.3 Creating Buzz 13.4 Developing Marketing Strategies for SMO Training 13.5 URL Shortening Tools 13.6 Using Tools and Applications for SMO 13.7 Viral Marketing For Youtube 13.8 Summary 13.9 Keywords 13.10 Learning Activity 13.11 Unit End Questions 13.12 References 13.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Explain the concept of My Space and technology associated with it.  Describe the method of creating Buzz about your website and videos.  Understand different marketing strategy for SMO  Select the best shortening URL tool that are available.  Explain the process of making your video viral 13.1 INTRODUCTION MySpace is now showing ‘Powered by Google’ next to its search box which is featured on the MySpace home page, admin pages, and profile pages. Furthermore, the partnership is also expected to bring Google optimized display advertising and contextual ads to MySpace while possibly supplying Google with the means to better serve personalized search and advertisements based upon the information & videos posted on user MySpace profiles. 164 CU IDOL SELF LEARNING MATERIAL (SLM)

13.2 MY SPACE On MySpace, your social network starts growing from day one without much effort on your part. That's part of the draw. Basic MySpace networking works something like this: 1. You join MySpace and create a profile. 2. You invite your friends to join MySpace and search MySpace for your friends who are already members. These people become part of your initial \"Friend Space.\" 3. All of the people in your friends' Friend Space become part of your network. You now have connections to more people than you did 15 minutes ago. Figure 13.1 Now, technically, everyone on MySpace is in your Extended Network, because when you create a profile, MySpace co-founder Tom Anderson is automatically added to your Friend Space. We're all connected through Tom. To explore your Extended Network, you can go to one of your friends' profiles, see who's in his Friend Space, click on a picture to visit one of those people's profiles, see who's in that person's Friend Space and work your way down the line. (It's definitely not the easiest way to play the Kevin Bacon game once you take Tom out of the equation.) You can request to add anyone to your Friend Space, and if your invitation is accepted, you can send that person e-mail, instant messages, links to a band you discovered in MySpace Music and anything else you might share with your friends. MySpace technology setup looks roughly like this: 165 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 13.2 Domain name servers: When you type www.myspace.com into your browser bar, you're requesting the IP address for MySpace.com from a domain name server (or DNS -- see how Domain Name Servers Work to learn more). Instead of owning and maintaining its own DNS servers, MySpace uses a \"Managed DNS\" service called UltraDNS. UltraDNS basically handles user IP requests through a huge network of servers, distributing the load based on which servers are available at any given time. This system cuts down on congestion, resulting in fewer slowdowns and DNS errors for users at peak access times. Proxy servers: Proxy servers sit between a user computer and MySpace's main servers. They deliver cached content to users to limit redundant requests to MySpace's application servers. Enabling content caching at this level cuts down on congestion. Application servers: For applications like e-mail, instant messaging and blogging, MySpace uses BlueDragon.NET software running CFML (ColdFusion Markup Language) code on Microsoft-IIS servers. Database: MySpace has a 20-terabyte (TB), scalable cluster of Isilon IQ 1920i servers. (A terabyte is 1 trillion bytes.) The cluster stores users' uploaded media files (images, videos, songs), among other things. It runs on 3.2-GHz Intel Xeon processors and has 10 server nodes storing 1.92 TB each. The nodes communicate on the InfiniBand architecture, which 166 CU IDOL SELF LEARNING MATERIAL (SLM)

establishes point-to-point, serial connections between each server node. Isilon reports that data-transfer speeds are in the neighborhood of 3 GBps. Back-end: MySpace's back-end is an InfiniBand server switch. A server switch facilitates communication between multiple severs on multiple platforms -- in this case, between all of the servers in the MySpace infrastructure and between the MySpace servers and the external servers that deliver content to the end user. The Equinix Exchange central server switch in Los Angeles hosts MySpace's content delivery. Equinix Exchange is an Ethernet-based peering service that connects MySpace to all of the top-tier Internet backbones through a single hub -- a \"fabric\" of server switches connecting all Equinix networks. Content travels from MySpace through any of the Equinix-connected networks based on the most efficient route to the user and the available bandwidth on a network at any given time. 13.3 CREATING BUZZ 1. Create a hashtag Coinciding with the announcement of her new album, Cuz I Love You, pop (bop) star Lizzo created the hashtag #CuzILoveYou. Not only is the hashtag a great way for Lizzo’s fans to follow everything going on with the album drop and how her followers are reacting to it, but she was able to get creative with its promotion. On Valentine’s Day Lizzo herself encouraged fans to tweet using the #CuzILoveYou hashtag, retweeting those that did. This clever approach gets the audience excited about their involvement and more engaged in the release. 2. Get creative with your promotional deals It’s one thing to have a limited-time deal to promote your new product, but what about also promoting the people who make that product what it is? Proper Footwear, a brand new player in the skateboarding shoe world, focuses heavily on supporting independent skateboard shops and skaters directly. To that end, they post regular deals on Instagram coinciding with the launch of new product or videos where the offer codes are named after their team riders, encouraging you to save some dough and follow their team. Those skaters whose codes are used even getting commission on each sale! This ingenious technique doesn’t just ingratiates the brand as one who fully supports its riders, but also gets its audience to follow them, which is extra promotion all year long. 3. Tell a story Compelling narrative is a powerful way to get people engaged with your product before it hits the shelves. 167 CU IDOL SELF LEARNING MATERIAL (SLM)

No6 Coffee Co. uses social to tell stories about the ways everyday folks and businesses use their product. This is not only an interesting, innovative way to showcase their new blends, but it also highlights the positive relationship existing clients have with their coffee. That’s something that can pay dividends when promoting to new ones. Plus, you then get the attention of the followers of the people and businesses you’re showcasing, essentially appealing to two audiences at once. Not bad. 4. Give a sneak-peak Everlane is a digital-first apparel brand that excelled on Snapchat long before the advent of Instagram Stories, getting a powerful head start in the “ephemeral content” format. They use Stories to give authentic, behind-the-scenes looks into the inner workings of the company. Not only on a day-to-day basis but with detailed sneak-peeks of future products. From concept to production, these glimpses into their process build hype while speaking to their core value: transparency. Everlane goes deep into the origins of each new product, those insights creating a trust with their customers that reinforces their brand. 5. Team up with local artists or businesses A brand’s willingness to collaborate with its community is an endearing quality, helping it establish authenticity on a brand level and a product level. Emerging literary publisher Metatron Press hosts regular Instagram Takeovers by writers who have books coming out or who are involved in their events. These people control the content of Metatron’s page for a few days at a time. This gives the artists a substantial platform to promote their upcoming work, gets their followers interested in Metatron, and shows that the publisher is supportive of the community it serves. Bonus: this genuine approach goes a long ways to building brand trust. 6. Have a giveaway Speaking of books (we like books), Strange Light, a fresh new imprint from Penguin House Canada, hosted a product giveaway—before they’d even released any titles. It might sound like they put the cart before the horse, but really this is an ingenious way to build hype. To enter, all fans had to do was follow Strange Light and Penguin Random House Canada’s Instagram accounts and like the contest post. Once a winner was chosen (at random) they received Strange Light buttons and tote bags. They also received two advance copies of the upstart press’ first books. For diehard fans in any realm, whether it’s NASCAR, video games or books—people love an exclusive. And there’s nothing more exclusive than someone getting your product before it’s 168 CU IDOL SELF LEARNING MATERIAL (SLM)

even on the shelves. That’s why online giveaways are so effective at building hype and growing your following on social media. 7. Video teasers There’s still nothing like a sharp, shareable video to get your audience buzzing on social media. Strathcona Brewery does just that. Each new brew they release gets the “Dancing Canman” treatment—fun Instagram length clips that show the different “personalities” of the beer through music and dance moves. This is a great way to establish the vision for a new product while still staying within the overall theme of your brand. 13.4DEVELOPING MARKETING STRATEGIES FOR SMO TRAINING Companies using multiple social media platforms may use internet-based tools designed to improve the organization and delivery of their content. These tools allow an employee tasked with creating social media content to schedule content across multiple platforms at the same time, as well as respond to any engagements on the posts including comments or messages from the audience. Some popular social media management tools are Loomly, Agora pulse, PromoRepublic, Hoot suite, Buffer, and Sprout Social. Social media platforms allow users to share content on the internet almost instantaneously. Because of this, many companies try to create content that users will pass along to their friends and connections. This strategy, called viral marketing, attempts to achieve a broader reach by getting engaged users of social media platforms to share content rather than relying on users to find the content on their own. How to create a social media marketing strategy? Step 1. Choose social media marketing goals that align to business objectives Step 2. Learn everything you can about your audience Step 3. Get to know your competition Step 4. Do a social media audit Step 5. Set up accounts and improve profiles Step 6. Find inspiration Step 7. Create a social media content calendar Step 8. Create compelling content Step 9. Track performance and adjust your strategy accordingly 169 CU IDOL SELF LEARNING MATERIAL (SLM)

13.5 URL SHORTENING TOOLS What makes a great URL shortener? At its most basic, a URL shortener takes some long, unwieldy link and turns it into a shorter, easy-to-share one. For example, you can take something like http://www.example.com/my- blog/2021/my-super-awesome-blogpost-about-squirrels-and-why-they%27re-awesome-too, and turn it into https://tinyurl.com/awesome-squirrels. This enables you to provide a memorable, typable link on a business card, print ad, podcast interview, or any other situation where someone can't click on a hyperlink. URL shorteners can also be useful for shortening longer links to fit character limits on social media and messaging apps, although a lot of platforms take care of that for you. Twitter, for example, automatically shortens any shared links with its t.co shortening service, while iMessage obscures any links behind a preview card. If you're just sending things to your friends, you only really need to worry about URL shortening if you're using SMS. Another thing most good URL shorteners offer is some kind of analytics and click tracking. If you share someone else's website address with your audience, you don't necessarily know who clicks through. If you use a URL shortener, however, you'll be able to collect data like the number of clicks the link gets, where they're coming from, and what devices people are using. Generally speaking, the more detailed and powerful these analytics, the higher the cost of the service. Free services tend to have basic click tracking, while premium marketing services will collect as much data as possible—and even allow you to serve different URLs to people in different places or using different devices. Best all-around URL shortener: 1. Bitly: Bitly is a full-service, business-grade URL shortener. If you only need to shorten the occasional link, you can use it without creating an account. Just paste your long URL into the box on the homepage, click Shorten, and be on your way. But Bitly really stands out for its business offering. Part of the appeal is that Bitly is so simple and easy to use. It has a comprehensive dashboard where you can track over 20 real-time data points, including the location of your visitors, organic shares, and more. Tools for tracking campaigns are easy to use as well. With Bitly's free limited account, you can customize the back-half of 50 shortened URLs per month, and track click rates and information about your top referrers for 1,000 links per month. It's a generous free plan and could very well be adequate for some small businesses. Bitly is the best URL shortener for large businesses looking to brand and track links, and it's a great choice for small businesses that want to generate short URLs and follow their stats for a modest number of campaigns. 170 CU IDOL SELF LEARNING MATERIAL (SLM)

2. Rebrandly: While Rebrandly is a great URL shortener like all the other apps on our list, its appeal is unique. Rebrandly believes that brands, whether it's a product or a person, get value out of customizing links to content that references them from all over the web. Their free plan offers five custom domains, the most of any app we considered, so you can customize the whole short URL, and not just the last half of it. For example, Bob Vila could customize the link to his Wikipedia entry from en.wikipedia.org/wiki/Bob_Vila to BobVila.Tools/wikipedia. A link to one of his books on Amazon could be BobVila.Tools/amazon-book. Vila can use these links on his own site, business cards, or in advertisements. Rebrandly includes tools for tracking the popularity of each link, data about who is clicking on them, and automatic QR code generation, too. On the free plan, you're limited to 500 total branded links and 5,000 clicks tracked per month—but that's plenty if you're just starting out. 3. TinyURL Free URL shortener TinyURL has been in the game since 2002, and for good reason. It's a useful tool for when you're in a hurry and need to create a short link that will never expire. Just paste your long link into the box, customize the second half of the URL, if you want, and click Make TinyURL! You can then use that link indefinitely without fear that it will stop working. Although you don't need an account to use TinyURL, if you sign up for one, you can see a history of all your shortened links. You can also subscribe to a paid plan if you want features like tracking and analytics, branded domains, and the ability to edit where each TinyURL goes. 4. BL.INK BL.INK is a full-featured URL shortener service that can be used to not only turn long URLs into short ones but also to track the traffic coming from your links. Its dashboard shows trending links and general statistics, while an analytics page lets you dive into traffic by device, location, and referrers. You can also drill down into clicks by the time of day. Tags, which you can add to your shortened links, let you view your link traffic in new and custom ways and are perfect for tracking and coordinating campaigns. BL.INK offers four tiers of paid plans to give small businesses, teams, and enterprises a variety of options based on the number of links you need to generate and track. Free account holders can generate 1,000 active links, track up to 1,000 clicks per link, and create a custom domain to make branded links. If you're a business in need of a full-service URL shortener and Bitly's enterprise-grade plan seems like overkill, then BL.INK is one of your best options. 171 CU IDOL SELF LEARNING MATERIAL (SLM)

13.6 USING TOOLS AND APPLICATIONS FOR SMO 1. Edocr: It is for publishing and sharing content on social media and its advantage is that it is free. With Edocr, you can create e-books and share the books on social media. Visitors will read and download the books and Edcor will connect you to the visitors interested in your content. Also you can follow those visitors. Edcor will also list you in its directory that will increase your visibility. If you link Edcor account with Google+, latter will add you as an author and it will help in branding. Edcor allows embedding document viewer on sites. It will add value to SEO. Also you can earn money by selling your content on Edcor. 2. Hub Spot Social Media Tool: This tool makes it easy to track and analyze every activity and trend in social media platforms. It has Engaged Contact feature to track leads. Also it shows FB posts and Tweets that can help in evaluating your marketing campaigns. You can publish content on all platforms from one place and also you can schedule your posts get suggestions regarding day and time of making posts. 3. Mailchimp Use Mailchimp to make your email marketing and newsletter service more effective. It sends around 4 billion emails every month and it can also manage various email issues. This tool will help in targeting email marketing campaigns to suit to your business needs. Mailchimp has flexible designs that you can use for customizing your campaigns and its automation feature will deliver emails to targeted inboxes in a time-box manner. And its advance analytics and reporting feature will keep you updated about success of your marketing campaigns. 4. Canva Visual content could be more interactive than words and for this reason it plays an important role in SMO. For creative visual content, you can take help of Canva that offers templates for creating visual content. These templates come with preset dimensions that make content creating a hassle free job. Most images are available for free but some cost around $1. With Canva, you can create presentation with amazing clarity and also design social media graphics with attractive layouts. 5. Do Share It is the best social media management tool as it allows what others don’t. Do Share allows sharing content with Google+ but others can’t. It is so because Google hasn’t provide an API for Google+ profiles. But Do Share has a Google Chrome extension for sharing content. Also 172 CU IDOL SELF LEARNING MATERIAL (SLM)

you can share and manage your posts on other platforms like Facebook, Twitter, LinkedIn and app.net. Do Share has exclusively for Google+ as it provides uninterrupted connectivity and freedom to access Google+ profiles. Share posts on Google+ by linking the Google+ with any Google Chrome tab. Also it works for personal Google+ profiles and Google+ pages. With this tool, you can write and save your posts for future use and also schedule the posts. 6. Feedly This tool helps in finding and saving content. For SMO, it is necessary that you share your content along with others. People will take interest in your content only when you share their content. There are many blogs and sites that could be of your interest. Feedly can help find those sites and also in saving useful content. It has excellent cross-browser compatibility and it also works well on mobile platforms. 7. Agora Pulse Agora Pulse is a powerful social media management tool for managing various profiles from one place. It also provides detailed analysis of social platforms. Its advantage is that it provides moderation tools that can do competitive analysis and also provide full report of social media trends. It has many features for Facebook like Facebook apps that can help in making contests and quiz. Agora Pulse is expensive in comparison to others but it is more intuitive than others. 8. Google Analytics Google Analytics is a must have tool for every webmaster. This free tool tracks performance of sites on social media platforms and determines conversion rate of individual platforms. It gives comprehensive information on hits, visitors, source of visitors and time spent by each visitor on the sites. This data helps in generating leads from the hits. With Google Analytics, you can keep an eye on traffic coming from your social media campaigns and determine success rate of the campaigns. 13.7 VIRAL MARKETING FOR YOUTUBE If you choose to use YouTube as part of your social media marketing campaign, you need to realize the power of viral videos. Viral videos are of two types, and it is important to know both:  Organic: This is a video that creates a national frenzy, and people rush to see it and share it with their friends (like Psy’s Gangnam Style, which is probably the most viewed video of all time, with more than 2 billion views). Usually, it just happens organically without planning. It captures the imagination of viewers, and off it goes. 173 CU IDOL SELF LEARNING MATERIAL (SLM)

 Seeded: This video has a carefully planned viral seeding campaign with lots of thought and advertising dollars behind it. It may go viral, but there’s no guarantee. Some companies specialize in viral seeding, or you can go through a general social media agency to get assistance. Companies like Share through, Tube Mogul, and Tubular can help in this regard. Few tips and tricks may improve your chances of creating a viral video:  Keep the content fresh: Nothing beats fresh content when it comes to creating viral video clips. The content needs to be so engaging and unique that people can’t help but want to share it with everyone they know. Always start by focusing on the content.  Use celebrities if possible: If you’re representing a large brand and can afford to use celebrities, don’t hesitate to do so. Adding celebrities to the mix typically makes the videos more viral. We’re a celebrity-obsessed pop culture, and celebrities drive views. It is as simple as that. Some of the most popular videos during the World Cup from advertisers all used celebrities.  Make it surreal: A video that you want to watch many times over and share with your friends is often a video that has a surreal element to it. Someone is doing something in the video that is so out of the ordinary or so crazy that you can’t help watch it several times or talk to others about it. Better still is if a celebrity is doing something surreal.  Arouse emotions: More broadly speaking, studies by psychologists have shown that the videos that get the most attention are the ones that arouse emotions in the viewer, whether they be emotions of awe, anger, amusement, or disgust. And keep in mind that videos that elicit a range of emotions are typically the ones that perform the best because they’re more multidimensional.  Make it short: People online have no time at all. You must keep the viral clip short. Sometimes clips as little as ten seconds long are long enough for a video to go viral. Focus on quality versus quantity more than anything else. But also remember that here are no hard and fast rules for what the appropriate length of a YouTube video should be.  Don’t make it an ad: The content needs to be thought of as entertainment, and in fact, the more it is in a user’s casual language, the more likely it is to do well. The best way to appeal to your target users is to look at everything else they are probably viewing on YouTube and then use that as a baseline to launch your own video. 174 CU IDOL SELF LEARNING MATERIAL (SLM)

Viral seeding involves sharing your video in a much targeted way to increase its shareability (if that’s a word). Those elements can include the following:  Targeting influencers: People who are influential in that category may comment to their audience about the video content, either online or off.  Creating resonance: Anchoring the videos in deep, global, human truths that everyone can relate to increases the video’s chances of going viral.  Placing it on social networks: Links to the video start showing up in tweets, Facebook posts, and other venues.  Emailing it to popular lists: Popular newsletters may include a link to the video.  Advertising: Video owners buy different types of advertising — Google, YouTube, Facebook, and so on — to encourage sharing.  Blogging: Well-known bloggers include a link to the video in one of their posts.  Partnerships: Collaborating with YouTube stars who are celebrities on YouTube with large channels to help promote the videos can help.  Doing giveaways: Links to the video mentioning free prizes start showing up online. 13.8 SUMMARY  Technically, everyone on MySpace is in your Extended Network, because when you create a profile, MySpace co-founder Tom Anderson is automatically added to your Friend Space.  When you type www.myspace.com into your browser bar, you're requesting the IP address for MySpace.com from a domain name server.  Proxy servers sit between a user computer and My Space’s main servers. They deliver cached content to users to limit redundant requests to My Space’s application servers. Enabling content caching at this level cuts down on congestion.  MySpace has a 20-terabyte (TB), scalable cluster of Isilon IQ 1920i servers. (A terabyte is 1 trillion bytes.) The cluster stores users' uploaded media files (images, videos, songs), among other things. It runs on 3.2-GHz Intel Xeon processors and has 10 server nodes storing 1.92 TB each.  Companies using multiple social media platforms may use internet-based tools designed to improve the organization and delivery of their content. These tools allow an employee tasked with creating social media content to schedule content across multiple platforms at the same time, as well as respond to any engagements on the posts including comments or messages from the audience.  URL shorteners can also be useful for shortening longer links to fit character limits on social media and messaging apps, although a lot of platforms take care of that for you. 175 CU IDOL SELF LEARNING MATERIAL (SLM)

Twitter, for example, automatically shortens any shared links with its t.co shortening service, while iMessage obscures any links behind a preview card. If you're just sending things to your friends, you only really need to worry about URL shortening if you're using SMS. 13.9 KEYWORDS  Technology - the application of scientific knowledge for practical purposes, especially in industry  Proxy servers - is a system or router that provides a gateway between users and the internet.  DNS- is a hierarchical and decentralized naming system for computers, services, or other resources connected to the Internet.  Application servers– is a type of server designed to install, operate and host applications and associated services for end users, IT services and organizations  Database - an organized collection of structured information, or data, typically stored electronically in a computer system. 13.10 LEARNING ACTIVITY 1. How does Myspace networking works? ___________________________________________________________________________ _____________________________________________________________________ 2. Explain DNS. ___________________________________________________________________________ ___________________________________________________________________________ 13.11 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Explain the importance of hashtag. 2. What do you mean by sneak peak? 3. How to create a social media marketing strategy? 4. Explain Bitly url shortner. 5. Explain HubSpot social media tool. 176 CU IDOL SELF LEARNING MATERIAL (SLM)

Long Questions 1. Explain how buzz is created for Myspace. 2. What makes a great URL shortener? 3. List tips and tricks that may improve chances of creating a viral video. 4. Explain any THREE tools and application for SMO 5. Explain the Myspace in detail. B. Multiple Choice Questions 1. When you create a profile, MySpace _______is automatically added to your Friend Space. a. Tom Anderson b. Your Friends c. Your Family members d. Your colleagues 2. When you type www.myspace.com into your browser bar, you're requesting the ________ for MySpace.com a. physical address b. IP address c. MAC address d. link 3. For applications like e-mail, instant messaging and blogging, MySpace uses _____ a. ASP.Net b. Dragon.Net 177 CU IDOL SELF LEARNING MATERIAL (SLM)

c. BlueDragon.NET d. BlueDragon.com 4. ________ central server switch in Los Angeles hosts MySpace's content delivery. a. The Equial Exchange b. The Equinix Support c. Amazon d. The Equinix Exchange 5. Everlane is a digital-first apparel brand that excelled on _______ a. Snapchat b. Facebook c. Yahoo d. Instagram Answers 178 1-a, 2-b, 3-c, 4-d, 5-a 13.12 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing CU IDOL SELF LEARNING MATERIAL (SLM)

Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 179 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT- 14: REPORTS AND MANAGEMENT STRUCTURE 14.0Learning Objectives 14.1Introduction 14.2 Google Analytic Interface 14.3 Date Range 14.4Dashboard 14.5 Audience Overview 14.6 Acquisition Overview 14.7 Behaviour Overview 14.8 Real time 14.9 In Page Analytics 14.10 Summary 14.11 Keywords 14.12 Learning Activity 14.13 Unit End Questions 14.14 References 14.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Analyse and create different types of report using Google Analytics.  Explain the Date Range and Dashboard  State the Audience Overview and Acquisition Overview 14.1 INTRODUCTION What is Google Analytics? Google Analytics is a cloud-based analytics tool that measures and reports website traffic. It is the most widely used web analytics service on the Internet. Why should we all use it? Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs. It gives actionable insights into how visitors find and use your site, and how to keep them coming back. In a nutshell, Google Analytics provides information about: • What kind of traffic does your website generate – number of sessions, users and new users 180 CU IDOL SELF LEARNING MATERIAL (SLM)

• How your users interact with your website & how engaged they are – pages per session, average time spent on the website, bounce rate, how many people click on a specific link, watch a video, time spent on the webpage • What are the most and least interesting pages – landing and exit pages, most and least visited pages • Who visits your website – user`s geo location (i.e. city, state, country), the language they speak, the browser they are using, the screen resolution of their device • What users do once they are on your website – how long do users stay on the website, which page is causing users to leave most often, how many pages on average users view • When users visit your website – date & time of their visits, you can see how the user found you. • Whether visitors came to your website through a search engine (Google, Bing, Yahoo, etc.), social networks (Facebook, Twitter, etc.), a link from another website, or a direct type-in. 14.2 GOOGLE ANALYTICS INTERFACE Below figure 13.1 represents home page of google analytics. It consist of: 1. Dashboards & reports 2. Navigation – home, reporting, customization, admin 3. Time-period – here you will select the time period you want to analyze 4. Main view – where the reports and the data are presented Figure 14.1 181 CU IDOL SELF LEARNING MATERIAL (SLM)

14.3 DATE RANGE The date range selector is at the top right of every page. By default, Google Analytics will show data for the past 30 days. To select a date range, click the arrow next to the existing date range to open the selector. Once you’ve selected a new date range, click Apply to update your report. To use a predefined date range, select one of the following from the Date Range menu:  Custom: Data for your custom date range.  Today: Data available for the current calendar date up until the time of your selection  Yesterday: Data for the previous calendar date  Last Week: Data for Sunday through Saturday of the previous calendar week  Last Month: Data for the first to last day of the previous calendar month Figure 14.2 14.4 DASHBOARD Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports. 182 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.3 14.5 AUDIENCE OVERVIEW This report gives you a quick overview of the overall performance of the website – number of sessions, users (both new and returning), page views, and average session duration, bounce rate, new sessions. When you launch Google Analytics, you see the overview of the Audience report Figure 14.4 Location: The location report provides information about the geographic location of your users (i.e. Country). To see the State and the City where your users come from, click on the interactive map. 183 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.5 New vs. Returning Users: This report provides information about the total number of visitor to your website and further breaks down that number into new vs returning users. Figure14.6 Browser & OS: This report provides information about what browsers people have used to access your website Figure 14.7 Mobile Overview: This report provides information about the devices category people have used to access your website (desktop vs mobile vs tablet) 184 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.8 14.6 ACQUISITION OVERVIEW This report gives you a quick overview of the top channels of your website traffic – direct traffic, organic search, referral, social media, display advertising, email and paid search (i.e. AdWords) Figure 14.9 a) Source/Medium 185 CU IDOL SELF LEARNING MATERIAL (SLM)

This report provides information about both the source (i.e. the origin of your traffic, such as a search engine (for example, google) or a domain (example.com)) and the medium (i.e. the general category of the source, for example, organic search (organic), cost-per-click paid search (CPC), web referral (referral)) of the traffic data. Figure 14.10 b) Referrals The referrals report provides information about the segment of your web traffic that arrives to the website through another source, like through a link on another domain Figure 14.11 c) AdWords, SEO & Social 186 CU IDOL SELF LEARNING MATERIAL (SLM)

This report provide information about your current and past AdWords campaigns, the performance of your website on search engine results (SEO) and traffic from social media websites. Figure 14.12 14.7 BEHAVIOR OVERVIEW The Behavior overview report reveals what pages people visit on your website and what actions they take while visiting. It also provides information about the number of page views, bounce rate & exit rate Figure 14.13 187 CU IDOL SELF LEARNING MATERIAL (SLM)

a) Behavior Flow The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content issues Figure 14.14 b) Site Content/All Pages This report provides information about which are the most visited webpages of your website. Figure 14.15 c) Landing Pages The Landing Pages report provides information about which is the first page people visit when they land on our website. 188 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.16 d) Exit Pages The Exit Pages report provides information about which is the last page people visit before they leave our website. Figure 14.17 14.8 REAL-TIME The Real-Time Report allows you to monitor activity as it happens on your website – e.g. how many people are on your site right now, which pages or events they're interacting with, and which goal conversions have occurred 189 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.18 14.9 IN-PAGE ANALYTICS The in-Page report allows you to see how customers interact with your web pages (i.e. what they click) Figure 14.19 14.10 SUMMARY  Google analytic interface consist of 1.Dashboards & reports 2. Navigation – home, reporting, customization, admin 3. Time-period – here you will select the time period you want to analyze 190 CU IDOL SELF LEARNING MATERIAL (SLM)

4. Main view – where the reports and the data are presented  The date range selector is at the top right of every page. By default, Google Analytics will show data for the past 30 days. To select a date range, click the arrow next to the existing date range to open the selector. Once you’ve selected a new date range, click Apply to update your report.  Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports.  Audience overview report gives you a quick overview of the overall performance of the website – number of sessions, users (both new and returning), page views, average session duration, bounce rate, new sessions.  Acquisition overview report gives you a quick overview of the top channels of your website traffic – direct traffic, organic search, referral, social media, display advertising, email and paid search (i.e. AdWords) 14.11 KEYWORDS  DASHBOARD - the panel facing the driver of a vehicle or the pilot of an aircraft, containing instruments and controls.  AUDIENCE - the assembled spectators or listeners at a public event such as a play, film, concert, or meeting.  ACQUISITION - an asset or object bought or obtained, typically by a library or museum...  BEHAVIOR – the way in which one acts or conducts oneself, especially towards others.  ANALYTICS - the systematic computational analysis of data or statistics. 14.12 LEARNING ACTIVITY 1. What does dash board of google analytics consist of? ___________________________________________________________________________ _____________________________________________________________________ 2. What are the options that are available for date range? ___________________________________________________________________________ ___________________________________________________________________________ 191 CU IDOL SELF LEARNING MATERIAL (SLM)

14.13 UNIT END QUESTIONS A. Descriptive Questions 1. Explain the procedure to generate audience overview report. 2. Explain the procedure to generate acquisition overview report. 3. Explain the procedure to generate behavior overview report. B. Multiple Choice Questions 1. Google Analytics will show data for the past _____ days a. 30 b. 45 c. 15 d. 60 2. Dashboards are a collection of ________ that give you an overview of the reports. a. block b. widgets c. sites d. in page 3. Audience overview report gives quick view of _______ the website 192 a. visitor b. owner CU IDOL SELF LEARNING MATERIAL (SLM)

c. overall performance d. None of these 4. Acquisition overview report gives you a quick overview of the ________of your website traffic a. Your Family members b. location c. visitor d. top channels 5. The referrals report provides information about the segment of your web traffic that arrives to the website through another source a. True b. False Answers 1-a, 2-b, 3-c, 4-d, 5-a 14.14 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc. 193 CU IDOL SELF LEARNING MATERIAL (SLM)

 Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 194 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 15: INTRODUCTION TO GOOGLE ANALYTICS STRUCTURE 15.0Learning Objectives 15.1 Introduction to Google Analytics 15.2 Installing Google Analytics 15.3 Basics of Google Analytics 15.4 Visitors Reports 15.5 Geographic Reports 15.6 Traffic Sources Reports 15.7 Keywords Reports 15.8 Your Goals and Conversions 15.9 Summary 15.10 Keywords 15.11 Learning Activity 15.12 Unit End Questions 15.13 References 15.0LEARNING OBJECTIVES After studying this unit, you will be able to:  Describe what is google analytics.  Install google analytics.  Generate various reports like visitor report, geographic report and also know traffic sources.  Setup goals and generate report for the same. 15.1 INTRODUCTION Google Analytics is a free web analytics service offered by Google. It helps website and app owners (both organisations and individuals) track and report on all kinds of data from their users. Google purchased the web statistics analysis company Urchin in 2005, forming Google Analytics shortly after. Since its launch, it’s grown to become the most widely used web analytics software on the internet. Google has been making improvements to the platform since its launch, adding new features, refining their approach, and making the tool essential for just about every online business. At its heart, Google Analytics gives companies the chance to understand their customers through the data they produce. 195 CU IDOL SELF LEARNING MATERIAL (SLM)

The service provides a wide range of tools that are useful for getting an insight into how people use websites. With relatively little technical knowledge, users can gain a comprehensive and easy-to-understand glimpse at a variety of relevant factors. Although the standard service is free, there is also a paid version, Google Analytics 360, which gives a more detailed look at certain key areas. Why is it useful? For all kinds of businesses, the internet presents a unique opportunity to reach new audiences, expand brand awareness, and increase sales. With Google Analytics, you can gain an understanding of what your marketing activity should be, how your campaigns are performing, and what your customers tend to respond to. The tool gives you the chance to get detailed layers of information related to your online channels. You can then plan and adjust your approach and understand if it’s working and what needs changing. One of the most useful things about Google Analytics is that, once set up, it takes relatively little effort to get detailed reports. Daily, weekly, monthly, and annual statistics about a variety of factors can be automatically generated and shared with key stakeholders within an organisation. You can also review information at any time to monitor the impact of campaigns, channel improvements, or website changes. Here’s just a few pieces of data you can get from Google Analytics:  Amount of traffic your site gets overall  The websites your traffic came from  Individual page traffic  Amount of leads converted  The websites your leads came form  Demographic information of visitors (e.g. where they live)  Whether your traffic comes from mobile or desktop 15.2INSTALLING GOOGLE ANALYTICS Step 1: Set up Google Tag Manager Google Tag Manager is a free tag management system from Google. The way it works is simple: Google Tag Manager takes all the data on your website and sends it to other platforms such as Facebook Analytics and Google Analytics. It also allows you to easily update and add tags to your Google Analytics code without having to manually write code on the back end—saving you time and a lot of headaches down the road. 196 CU IDOL SELF LEARNING MATERIAL (SLM)

Let’s say you want to be able to track how many people clicked on a downloadable PDF link. Without Google Tag Manager, you’d have to go in and manually change all the download links to do this. However, if you have Google Tag Manager, you can just add a new tag to your Tag Manager to track the downloads. First, you’ll have to create an account on the Google Tag Manager dashboard. Figure 15.1 Enter in an account name and click continue. You’ll then set up a container, which is essentially a bucket containing all of the “macros, rules, and tags” for your website, according to Google. 197 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 15.2 Give your container a descriptive name and select the type of content it’ll be associated with (Web, iOS, Android, or AMP). Once that’s done, click create, review the Terms of Service, and agree to those terms. You’ll then be given the container’s installation code snippet. Figure 15.3 198 CU IDOL SELF LEARNING MATERIAL (SLM)

This is the piece of code you’ll be pasting into your website’s back end in order to manage your tags. To do that, copy and paste the two snippets of code onto every page of your website. As the instructions say, you’ll need to the first one in the header and the second after the opening of the body. If you’re using WordPress, you can easily do this by pasting the two pieces of code into your WordPress theme. Pro tip: You can make this process even easier by installing and activating the Insert Headers and Footers plugin for WordPress (or equivalent for other types of websites). This will allow you to add any script to the Header and Footer throughout your entire website, but you only have to copy and paste it once. Figure 15.4 Once that’s done, you can move onto Step 2. Step 2: Set up Google Analytics Like Google Tag Manager, you’re going to want to create a Google Analytics account by signing up on the GA page. 199 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 15.5 Enter your account and website name, as well as the website’s URL. Be sure to also select your website’s industry category and the time zone you want the reporting to be in. Figure 15.6 200 CU IDOL SELF LEARNING MATERIAL (SLM)