WEBVTT NOTE This file was generated by Descript 00:00:11.000 --> 00:00:14.600 Digital analytics is the process of collecting, measuring, and 00:00:14.600 --> 00:00:18.280 analyzing data from digital sources such as websites or mobile apps. 00:00:18.550 --> 00:00:22.250 This data can be used to understand how users interact with their digital 00:00:22.250 --> 00:00:25.530 properties and to improve your marketing and business decisions. 00:00:25.720 --> 00:00:29.000 If you run a business that uses a website or mobile app, you may want 00:00:29.000 --> 00:00:32.720 to know things like how your users interact with your website or app, 00:00:33.160 --> 00:00:36.865 the effectiveness of your marketing campaigns, and And which content is the 00:00:36.865 --> 00:00:42.115 most helpful in achieving business goals and how users find your website or app. 00:00:42.535 --> 00:00:45.935 Digital analytics tools like Google Analytics can answer these questions. 00:00:46.415 --> 00:00:49.164 Here's a simple marketing funnel that shows the different 00:00:49.165 --> 00:00:50.535 stages of a customer journey. 00:00:50.774 --> 00:00:53.765 Acquisition involves building awareness of your product or 00:00:53.765 --> 00:00:55.834 service and acquiring user interest. 00:00:56.685 --> 00:00:59.415 Engagement is when your users interact with your business. 00:01:00.450 --> 00:01:03.920 Monetization is when a user becomes a customer and makes a purchase. 00:01:05.240 --> 00:01:09.880 Digital analytics uses data to align this funnel with your business objectives. 00:01:10.800 --> 00:01:15.539 Acquisition, at the top of the funnel, is where you can see which marketing channels 00:01:15.539 --> 00:01:17.350 bring customers to your website or app. 00:01:18.570 --> 00:01:23.160 Engagement, in the middle of the funnel, is where you can see what content users 00:01:23.160 --> 00:01:25.180 engage with and share with others. 00:01:25.620 --> 00:01:30.170 Monetization and retention at the bottom of the funnel is where you can measure 00:01:30.170 --> 00:01:34.180 how many users become customers and how often they return to your website or app. 00:01:35.199 --> 00:01:38.209 These insights can help you better optimize your brand's 00:01:38.210 --> 00:01:42.250 performance and make informed decisions based on behavioral data. 00:01:42.610 --> 00:01:44.359 Let's look at some real world examples. 00:01:44.950 --> 00:01:48.660 The Google Merchandise Store is an online retail store that sells branded 00:01:48.660 --> 00:01:50.520 products like t shirts and coffee mugs. 00:01:51.065 --> 00:01:55.595 E commerce sites like these use analytics to gain insights into customer behavior 00:01:55.625 --> 00:02:01.414 on the website to see how users find the Google Merchandise Store, the products 00:02:01.414 --> 00:02:06.024 the users view and add to their shopping carts, and which products users actually 00:02:06.045 --> 00:02:08.074 purchase and how many they bought. 00:02:08.725 --> 00:02:11.894 Another example is a mobile gaming app called Flood It. 00:02:12.175 --> 00:02:15.255 Analytics can show how users find the app and download it. 00:02:15.575 --> 00:02:19.845 Which screens within the app that the user visits or gets stuck on, and how 00:02:19.845 --> 00:02:21.845 many users make purchases in the app.