ADVANCED CREDIT PROGRAM-2025

COURSE NAME: SOCIAL MEDIA MARKETING

COURSE CODE: 25GPA-135

COURSE MENTOR: Ms. SONALI DADWAL

DESIGNATION: ASSISTANT PROFESSOR

1
 DAY-4

TABLE OF CONTENTS

SR. NO NAME OF THE TOPIC PAGE NO

1. Types of reports in Google analytics 3
2. Audience reports 3
3. Conversion reports 3
4. Traffic reports 4
5. Behavior reports 4
6. Audience segmentation 5
7. Remarketing audience 5

2
Types of reports in Google analytics
Here are some of the types of reports available in Google Analytics:

1. Audience Reports
2. Acquisition Reports
3. Behavior Reports
4. Conversion Reports
5. Real-Time Reports
6. Custom Reports
7. Multi-Channel Funnels Reports
8. E-commerce Reports
9. Site Search Reports
10. Events Reports
11. Demographics and Interests Reports

Audience reports
Audience reports in Google Analytics provide insights into the characteristics and behavior of website visitors.
These reports help understand who your users are, where they come from, and how they interact with your site.
Key sections include:

1. Overview: Displays general data like the number of users, sessions, and pageviews.
2. Demographics: Shows age and gender breakdowns of your audience.
3. Interests: Provides information on user interests based on browsing behavior.
4. Geo: Displays location data, including country, region, and city of your audience.
5. Behavior: Focuses on how users interact with your site, including new vs. returning visitors, session
frequency, and engagement.
6. Technology: Reveals what devices, operating systems, browsers, and screen resolutions your audience is
using.
7. Mobile: Breaks down mobile vs. desktop traffic and provides details on mobile devices used.

These reports are essential for tailoring marketing efforts and optimizing user experience.

Conversion reports
Conversion reports in Google Analytics track the completion of specific goals or actions on your website, such
as making a purchase, signing up for a newsletter, or filling out a contact form. These reports help you measure
the effectiveness of your site in driving desired outcomes. Key components include:

1. Goals: Tracks user actions that are predefined as conversion goals (e.g., page visits, sign-ups).
2. E-commerce: Monitors transactions, revenue, and product performance for e-commerce sites.

3
 3. Multi-Channel Funnels: Shows the customer journey across different marketing channels before
converting.
4. Attribution: Analyzes how different marketing channels contribute to conversions, assigning credit
based on your chosen attribution model.
5. Funnel Visualization: Displays the steps users take in a conversion process, helping identify drop-off
points.
6. Assisted Conversions: Tracks interactions that lead to conversions but aren’t the final action before a
goal completion.

Traffic reports
Traffic reports in Google Analytics provide insights into the sources and behavior of website visitors, helping to
analyze where traffic is coming from and how users interact with your site. Key types of traffic reports include:

1. Acquisition Overview: Displays a high-level view of traffic sources, such as organic search, paid search,
social, direct, and referral traffic.
2. All Traffic: Breaks down traffic sources into channels, including Organic Search, Paid Search, Referral,
Social, and Direct.
3. Source/Medium: Shows detailed data about specific traffic sources (e.g., Google/organic,
facebook.com/referral).
4. Channels: Categorizes traffic into predefined groups like Organic Search, Paid Search, and Referral to
help analyze which channels are performing best.
5. Referrals: Lists external sites that are sending traffic to your site via links.
6. Social: Analyzes traffic from social media platforms and how it influences engagement and conversions.
7. Google Ads: Tracks performance of your Google Ads campaigns (if linked to Google Analytics).

Behavior reports
Behavior reports in Google Analytics provide insights into how users interact with your website, including
which pages they visit, how long they stay, and what actions they take. Key components of Behavior reports
include:

1. Behavior Overview: A summary of user behavior, including pageviews, average session duration,
bounce rate, and more.
2. Site Content: Provides detailed reports on page performance, such as top pages, landing pages, and exit
pages.
3. Landing Pages: Focuses on pages where users first enter your site, helping to assess their performance in
driving traffic and conversions.
4. Exit Pages: Shows the pages where users leave your site, helping identify potential issues that may cause
visitors to abandon.
5. Events: Tracks specific user interactions like video plays, downloads, or button clicks.
6. Site Search: Analyzes the terms users search for within your site, offering insights into their interests and
site navigation.

4
Audience segmentation
Audience segmentation in Google Analytics refers to dividing website visitors into distinct groups based on
shared characteristics, behaviors, or demographics. This allows you to tailor marketing strategies and optimize
content for specific audience groups. Segments can be created based on factors like age, gender, location, traffic
source, device used, or engagement levels. You can also create custom segments based on user actions, such as
visitors who completed a specific goal or abandoned a shopping cart. Segmenting audiences helps in analyzing
trends, understanding customer behavior, and improving conversion rates by targeting specific groups with
relevant messaging.

Remarketing audience

Remarketing audiences in Google Analytics are groups of users who have previously interacted with your
website or app but did not complete a desired action (like making a purchase or filling out a form). These
audiences are tracked using cookies, allowing you to target them with tailored ads across different platforms,
such as Google Ads.

Remarketing helps re-engage users and bring them back to complete the conversion. You can create remarketing
audiences based on specific behaviors, such as:

1. Visitors who viewed specific pages or products.

2. Users who abandoned their shopping cart.
3. Those who completed a specific goal but didn't convert further.

Remarketing is highly effective in driving conversions by delivering personalized messages to users who are
already familiar with your brand.

FREQUENTLY ASKED QUESTIONS

1. What is Google Analytics, and how does it work?
2. How do I set up Google Analytics on my website?
3. What are goals in Google Analytics, and how do I track them?
4. How can I track e-commerce transactions using Google Analytics?
5. What is the difference between a session and a user in Google Analytics?
6. How do I create and use custom reports in Google Analytics?
7. What are bounce rate and exit rate, and how do they impact my site?
8. How can I track traffic sources in Google Analytics?
9. What is the Audience report in Google Analytics used for?
10. How can I use Google Analytics to optimize my marketing campaigns??

5
SUGGESTED READING MATERIAL:
 https://www.simplilearn.com/tutorials/google-analytics-tutorial/how-to-create-google-analytics-report
 https://www.webfx.com/blog/seo/google-analytics-reports/
 https://mailchimp.com/marketing-glossary/audience-segmentation/#:~:text=Audience%20segmentation%20is
%20a%20marketing,messaging%20and%20build%20stronger%20connections.
 https://support.google.com/analytics/answer/2611291?hl=en

HANDS ON ACTIVITY
Analyze Social Media Insights

 Check insights on a Facebook, Instagram, or LinkedIn page.

 Identify which posts performed best and why.
 Create a short report with key findings and suggestions.