Website Analytics - your Google Analytics account tracks user activity on your website.
Google Organic Search - activity on your Google Search Console account shows what users are doing on Google, prior to clicking through to your website/landing pages.
Google Ads - data from your Google Ads account
Facebook Ads - data from your Facebook Ads account
Customer Avatar - this is where you can see some of the quantitative data that contributes to your ideal customer profile. The full avatar profile is both qualitative & quantitative, and is compiled from multiple sources over time. These sources include your various digital accounts as well as company financials, owner/manager customer assessments & other inputs.
Average position is the numerical order in which your site is displayed in search results. According to Google: “Position is calculated from top to bottom on the primary side of the page, then top to bottom on the secondary side of the page.”
CTR is the ratio of clicks to impressions. It's the % of people who were served your site in organic search results who clicked onto the site.
Benchmarks: avg. CTR on search console depends on page ranking position. ranging from 31.73% on page 1 to 3.09% on page 10 (source: backlinko.com).
Benchmark = 20%
SIS = # of Impressions you received, divided by the approximate number of impressions you were eligible to receive.
SIS is closely tied to budget but can be impacted by a number of factors, including: targeting, approval status, bids, budget & quality score.
A conversion is an action that's counted when someone clicks or views your ad & then takes an action that we’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.
Benchmarks (Arts & Entertainment Industry):
4.51% (search network)
0.58% (display network)
Conversion rates are calculated by dividing the # of conversions by the # of ad interactions that can be tracked to a conversion during the same time period.
NOT TRACKING CORRECTLY
The number of purchase events tracked by the pixel on your website and attributed to your ads.
Facebook attributes the purchase to an ad if the purchase occurs directly from the ad (via link click) or indirectly, through an action taken off the ad within 7 days of a view or 28 days of a click.
Impressions = # of times an ad was seen
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Reach = # of people who saw the ads (always less than impressions because some people see the ads more than once).
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Clicks = total # of clicks on ads (including link clicks).
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Link Clicks = # of clicks on ads that led to the intended landing page. Doesn't include clicks to the page profile or reactions, comments or shares. Always less than # of clicks.
The average number of times your ad was served to each person. In general, we try to keep this below 4.0.
This widget will populate with your campaign data.
Any action someone takes on your ads, including clicks, likes, comments & shares. This also includes checking in to your location or tagging you in a post.
A share is when a user clicks the share button, either from Facebook directly or from a share button on your website.
The shared content is then published to that user's personal profile (a.k.a. "wall") which is selectively served to their friends.
This widget will populate with your campaign data.
Customer Avatar
Avatar profile
Avatar name
gender
who they are
things they like
activities
shopping interests & habits
favorite entertainment
Your ideal customer avatar profile will be a compilation of what we have learned about your customers from multiple sources over time. The below data is quantitative (actual numbers for actual activity). We also take qualitative information (such as your own opinions about your clientel) into consideration when profiling your avatar. Some of the characteristics listed above may not necessarily reflect in the data (which shows only the most recent period). Also, if there is a large % of organic traffic to the website, you might see differences in the users profiles between what's reported on Google Analytics vs. Ads.
Google Analytics audience data (affinity categories) shows the general interests of your site visitors. This is used to reach potential customers who are higher in your marketing funnel, near the beginning of their purchasing process.
Google Analytics audience data (in-market) shows the category of products or services where your avatar has displayed recent purchase intent, meaning they are lower in the funnel and more likely to make a purchasing decision soon.
ALL NUMBERS DISPLAYED ARE FOR EXAMPLE ONLY.