Apr 16, 2023 6108 reads

What is Google Tag Manager? How to set up GTM?

"When someone asks 'What is Google Tag Manager?', our article aims to answer this more easily by also covering how to add GTM codes in panels like WordPress, Ticimax, and T-Soft, and we hope it will be useful for you.What Is Google Tag Manager (GTM)?Google Tag Manager is an online tool used to add analytics, marketing, and other code snippets to websites. Often abbreviated as "GTM," it makes it easier for digital marketers and web developers to add and manage code on their sites without directly editing the source code.Instead of traditional code edits, Google Tag Manager provides a user-friendly interface for adding code snippets. This approach reduces the need for developer intervention and offers a flexible way to manage quick code changes—making GTM a major advantage in any toolkit.GTM can manage Google Analytics, Google Ads, Meta Pixel, Hotjar, Microsoft Clarity, and many other marketing tags. These tags collect user behavior, conversions, and other analytics data. GTM allows you to easily add, edit, remove, and manage tags, making site management more efficient.It can also handle A/B tests, targeting, personalization, and other marketing efforts, giving site owners and marketers the flexibility and control to optimize their sites effectively.In short, Google Tag Manager is a tool that simplifies and centralizes tag management for analytics and marketing, streamlining website management processes.Why Is Google Tag Manager Important and What Are Its Benefits?GTM offers many benefits to site owners and analysts: Easy Code Management: Simplifies adding and updating code snippets via a user-friendly interface, reducing reliance on developers. Fast Tag Management: Quickly add, edit, remove, or manage analytics and marketing tags such as Google Analytics, Google Ads, Facebook Pixel, Hotjar, speeding up campaign launches and optimizations. Flexibility & Control: Specify which pages, events, or user segments trigger each tag, enabling personalized strategies and optimized user experiences. Rapid Testing & Optimization: Supports A/B testing, targeting, and personalization, allowing marketers to test variations and continuously improve site performance. Data Accuracy & Reliability: Ensures tags fire correctly, reduces configuration errors, and increases data reliability for better decision-making. Quick Updates: Update tags without changing site code, keeping your site current and secure. Team Collaboration: Multiple users can work in the same container, with version history and change tracking to support collaborative workflows. How to Install Google Tag Manager (GTM)?Follow these steps to set up GTM:Step 1: Create a GTM Account Go to https://tagmanager.google.com and sign in. Click “Create New Account.” Enter the account name, country, and time zone. Accept the terms and click “Create.” Log in to your new GTM account. Step 2: Create a Container Within your GTM account, create a container (the workspace for tags, triggers, and variables). Name it and choose the target platform (Web, iOS, Android). Click “Create.” Step 3: Add Container Code to Your Site After creating the container, copy the code provided from “Install Google Tag Manager.” Paste the code immediately above the opening tag on every page of your site. Save changes and publish your site. Step 4: Add Tags, Triggers, and Variables Return to your GTM container. Use the “Tags” tab to add tags, “Triggers” for firing rules, and “Variables” for dynamic values. Click “New,” choose the tag type, configure settings, and publish. Step 5: Publish Your Setup After adding tags, triggers, and variables, save changes and click “Submit” to publish. How to Install GTM in Ticimax?To add GTM code in Ticimax:Step 1: Log in to Ticimax Go to https://panel.ticimax.com/ and log in. Step 2: Site Management In the panel, go to “Site Management” and select your site or create one. Step 3: Settings Click “Settings,” then go to “General Settings” > “Digital Marketing.” Step 4: Add the GTM Code Paste the container code into the “Google Tag Manager (GTM) Code” field. Click “Update.” Step 5: Verify on Your Site Visit any page, view the source (right-click > “View Page Source”), and confirm the GTM code is present. How to Install GTM on WordPress?In your WordPress admin panel: Go to “Appearance” > “Theme Editor.” Select header.php, locate the opening tag, and paste the GTM code immediately after it. Save changes and verify on your site. How to Install GTM in T-Soft?In your T-Soft panel: Log in and navigate to “Settings” > “Main Settings” > “Tracking Codes.” Click “+ New,” paste the GTM code, and save. What Are the Components of GTM?Key GTM components include:TagCode snippets that perform specific functions, such as Google Analytics tracking code, Meta Pixel, or AdWords conversion tracking.TriggerConditions that determine when tags fire, such as page views, form submissions, or button clicks.VariableDynamic values used by tags and triggers, such as page URL, page title, or form field values.How to Preview in GTM?After setting up an event in GTM, always use Preview mode to verify correct implementation.

Apr 16, 2023 3288 reads

What are cookies? What do they do?

Cookies are small data files collected via users’ browsers on websites. These files are used to track and analyze how users interact with a site. That’s why cookies are so important in the analytics world: they help measure site performance, understand user behavior, and improve the site.Here, we’ve compiled everything you need to know and all the frequently asked questions about cookies.What Are Cookies?Cookies are small text files that a web browser stores on a user’s device.These files allow websites to track users’ preferences and behavior, deliver personalized content and services, ensure proper functionality, enhance security, and identify areas for improvement through performance analysis.For example, a site can store a user’s login credentials in a cookie so that when the user returns, they are automatically signed in. You may know that Google announced in January 2020 that Chrome and its other products would phase out third-party cookies. That date was ultimately pushed to mid-2024 because Privacy Sandbox is still in testing.Privacy Sandbox is Google’s privacy-focused ad initiative for Android that replaces third-party cookies. To predict how a cookieless digital marketing world will look, we first need to understand what cookies are and their types.What Are First-Party Cookies? First-party cookies are small data files set under the site’s own domain when a user visits. They are created via the browser and used on later visits. They measure site performance, manage user sessions, remember preferences, and help improve the site. For example, they can recall a visitor’s language choice or site theme for faster access. Because first-party cookies are limited to a single domain, they help protect privacy and provide a more secure browsing experience. What Are Third-Party Cookies? Third-party cookies are set by a different domain than the one the user is visiting, delivered by an external server and stored in the browser. They are used for advertising and marketing. For example, an ad network uses third-party cookies to determine user interests and serve relevant ads across sites. They can threaten user privacy, so browsers offer blocking options, and regulations like GDPR and CCPA restrict their use. Site owners may limit or disable third-party cookies to protect privacy rights. Why Cookies MatterThird-party cookies play a crucial role in digital advertising. Advertisers rely on them to define target audiences and build accurate consumer profiles during campaign planning. User Experience: Cookies track preferences and behavior to deliver personalized content and services. For example, remembering cart items or language settings enhances the experience. Marketing Strategies: Cookies enable marketers to analyze behavior, segment users, create targeted campaigns, and optimize strategies with personalized offers. Site Performance: Cookies help monitor which pages are most visited, what content is most effective, and which devices are used, guiding performance improvements. Conversion Tracking: Cookies verify conversions—such as purchases or form submissions—and measure campaign effectiveness. The data collected is often used in retargeting and display advertising campaigns, underscoring cookies’ importance. Third-party cookies track user behavior over time by storing data on their device. This enables personalized ads for previously viewed or interacted-with products or services. Especially in display advertising, personalized ads often outperform traditional ones, highlighting cookies’ direct impact on ad performance, analysis, and measurement. Cookie TypesCookies come in various types and serve different purposes. Common ones include: Session Cookies: Temporary cookies created during a session and deleted when the browser closes. Persistent Cookies: Remain on the device for a set period to recognize returning visitors and preserve preferences. Third-Party Cookies: Set by external domains—ad networks, analytics providers, social platforms—to track across multiple sites. Performance Cookies: Used to monitor site speed, detect errors, and track user interactions to enhance user experience. Targeting/Advertising Cookies: Deliver ads tailored to user interests and measure ad performance. Life Without Third-Party CookiesAd platforms that lose third-party data will turn to server-to-server connections or CRM integrations. But these methods can’t fully restore the current data flow or ad efficiency. Many efforts today focus on prolonging third-party cookies rather than innovating CRM-based measurement solutions.Brands will see decreased ROI from new and existing users and higher CPAs. Even if CPA remains stable, engagement metrics (bounce rate, pages per session, etc.) will likely decline. For example, Meta’s targeting algorithms won’t work without third-party cookies.On the web, analytics via Google or Adobe will also suffer data loss, leading to flawed performance metrics and misaligned attribution modeling in ad platforms.Alternative ChannelsAs third-party cookies diminish, alternative data channels grow more important. For example, login and signup data plus site search history can power targeted ads and recommendations.Email addresses can fuel email marketing, and social media profiles can support personalized advertising and suggestions.What Can We Do with Cookies?Think of cookies as a browser-stored data repository. We can capture every user action on the site, store searches and clicks in cookies for defined periods, and use that data as input for analysis. The possibilities are limited only by our imagination. First-party cookies let us create a rich dataset directly from user interactions, giving us true first-party data.Google Analytics & CookiesCookies are the cornerstone of Google Analytics’ data collection. By deploying GTM and Analytics tags, we can track every user action on the site and report on it.

Apr 16, 2023 13116 reads

What is Adjust and what is it used for?

"Adjust" is the name of a company operating in mobile app marketing analytics and ad efficiency. Adjust provides mobile app developers and marketers with an analytics and tracking tool to monitor user behavior, analyze data, and optimize ad campaigns.Using mobile app analytics and ad optimization, you can: Track data: Monitor mobile app user behavior and provide detailed data on user interactions. This includes in-app events, session durations, conversion rates, and other metrics. Analyze data: Analyze collected data to uncover trends and patterns in user behavior. Use these insights to evaluate app performance, optimize user experience, and improve marketing strategies. Optimize ad campaigns: Leverage user behavior data to improve campaign performance. Analyze and optimize ads to boost conversions, reduce costs, and manage budgets effectively. User segmentation: Adjust segments users based on behavior, preferences, or demographics. Segmentation helps you understand your audience and tailor marketing strategies accordingly. Real-time analytics: Adjust can monitor and analyze data in real time, enabling rapid assessment of user behavior, ad adjustments, and dynamic strategy updates for analysts. Adjust enables analysts to take user behavior–driven actions for mobile app marketing and optimization, improving marketing strategies and user experience.Key Areas to Check First in the Adjust Dashboard Within the relevant brand account, verify all settings under All Settings. In All Settings → Platforms, if tracking both iOS and Android, enable Multi-platform App. Then confirm iOS App ID and Bundle ID, and Android App ID and Scheme. Ensure iOS 14+ Settings is active; if not, coordinate with your Adjust representative. Integrate the app’s event structure into the dashboard and create event tokens. Under Partner Setup, configure integrations with third-party tools and verify tracking across both platforms. For each third-party integration in Partner Setup, add the correct link ID and App ID for iOS and Android. Ensure Event Linking and Partner Parameter Mapping are filled out accurately. Since some events take longer to appear in statistics, performance teams may see discrepancies. View reports via the Automate section. Data Discrepancies Between Adjust and Other PlatformsData inconsistencies between web analytics and other platforms can arise for several reasons: Data sources: Different platforms collect from different sources (e.g., mobile SDK vs. web tags), reflecting varying aspects of user behavior. Data processing: Each tool uses unique algorithms, filters, and processing steps, causing variations in results. Data accuracy: Collection and validation methods differ; third-party sources or user-provided data may introduce uncertainty. Platform settings: User-configured settings—time zones, lookback windows, filters—can lead to mismatches. Data integration: Complex integrations from multiple sources can create inconsistencies based on how each tool merges data. Common discrepancy scenarios include: Downloads vs. Installs User- vs. device-based installs Time zones and geolocation App updates Third-party store installs Event comparisons Downloads & Installs: “Download” is when a user downloads the app from a store, while “Install” is when they open it first. Adjust only tracks installs via its SDK, whereas stores track downloads and installs. Apps downloaded but never opened cause discrepancies, as Adjust won’t register those.User vs. Device Installs: Stores count installs per account; Adjust counts per Advertising ID. A user installing on two devices will count as two installs in Adjust but one in the store.Time Zones & Location: Adjust uses the device’s IP at install time, while stores use the account’s store region. An app installed in Germany on a UK store account shows as Germany in Adjust, UK in the store. Adjust uses UTC; other platforms use local zones (e.g., Google Ads uses PST).App Updates: If the SDK was added after launch, existing users become “new” in Adjust when they update. Stores see those as updates, not new installs, leading to discrepancies.Third-Party Store Installs: Installs from non–App Store/Play Store sources are tracked by Adjust but not by Apple/Google, especially impacting Android metrics.Event Comparisons: Attribution windows differ. Google Ads uses a 30-day default click window; Adjust uses 7 days by default, so data shouldn’t be compared directly. Facebook uses a 28-day click window; Adjust’s 7-day last-click window omits the extra weeks, so avoid direct comparisons. Adjust attributes events indefinitely to the original install source.Bonus:What Is “Adjust Leverage”?“Adjust leverage” refers to the advantages Adjust’s analytics platform offers for ad optimization—better budget allocation, deeper user insights, and improved campaign performance. For more details, see Binance’s article here.

Apr 16, 2023 1 reads

Adjust Nedir ve Ne İçin Kullanılır?

"Adjust", mobil uygulama pazarlama analitiği ve reklam verimliliği alanında faaliyet gösteren bir şirketin adıdır. Adjust, mobil uygulama geliştiricilerine ve pazarlamacılara, kullanıcı davranışlarını izleme, analiz etme ve reklam kampanyalarını optimize etme konusunda yardımcı olan bir analitik ve takip aracı sunar.Mobil uygulama analitiği ve reklam optimizasyonunu kullanarak aşağıdaki aksiyonları alabilir:  Veri izleme: Mobil uygulama kullanıcılarının davranışlarını izler ve kullanıcı etkileşimleri hakkında ayrıntılı veriler sağlar. Bu veriler, kullanıcıların uygulama içindeki etkileşimlerini, kullanım sürelerini, dönüşüm oranlarını ve diğer analitik metrikleri içerebilir. Veri analizi: Toplanan verileri analiz ederek kullanıcı davranışlarındaki trendleri, eğilimleri ve desenleri ortaya çıkarabilir. Bu analizler, uygulama performansını değerlendirmek, kullanıcı deneyimini optimize etmek ve pazarlama stratejilerini iyileştirmek için kullanılabilir. Reklam kampanyalarını optimize etme: Reklam kampanyalarını optimize etmek için kullanıcı davranış verilerini kullanabilir. Reklam performansını değerlendirmek, dönüşüm oranlarını artırmak, maliyetleri azaltmak ve reklam bütçelerini etkili bir şekilde yönetmek için reklam kampanyalarının performansını analiz edebilir ve optimize edebilir. Kullanıcı segmentasyonu: Adjust, kullanıcı davranışlarına dayalı olarak kullanıcıları farklı segmentlere ayırabilir. Bu segmentler, kullanıcıların tercihlerine, davranışlarına veya demografik özelliklerine göre oluşturulabilir. Kullanıcı segmentasyonu, hedef kitlenin daha iyi anlaşılmasını ve pazarlama stratejilerinin buna göre optimize edilmesini sağlar. Gerçek zamanlı veri analitiği: Adjust, verileri gerçek zamanlı olarak izleyebilir ve analiz edebilir. Bu, hızlı bir şekilde kullanıcı davranışlarını değerlendirmek, reklam kampanyalarını güncellemek ve pazarlama stratejilerini dinamik olarak ayarlamak için web analistlerine yardımcı olabilir.Adjust, mobil uygulama analitiği ve reklam optimizasyonu konusunda web analistlerine kullanıcı davranışlarına dayalı aksiyonlar alabilme imkanı sunar. Bu, mobil uygulama pazarlama stratejilerini optimize etmek ve kullanıcı deneyimini artırmak için kullanılabilir. Adjust Panelinde Öncelikli Olarak Bakılması Gerekilen Alanlar  Panelde ilgili marka account’u içerisinde All Settings özellikleri kontrol edilmeli.   All Settings -> Platforms üzerinden eğer markanın hem IOS hem de Android app takibi yapılacaksa Multi-platform App alanı enable edilmeli ve ardından IOS için App ID, IOS Bundle ID; Android için ise App ID, App Sheme bilgilerinin doğruluğundan emin olunmalı.  IOS 14+ Settings ayarının aktif olduğundan emin olunmalı. Eğer aktif değilse, partneri olduğumuz Adjust yetkilisi ile birlikte bu ayar düzenlenmeli. İlgili markanın mevcut event yapısı panele entegre edilerek, event tokenlar oluşturulmalı. Partner Setup ayarlarından da takibinin yapılması istenen third party toolları ile Adjuts entegrasyonu yapılmalarak, karşılaştırmalı olarak bu third party tooların takibi yapılmalı.  Partner Setup içerisinde Entegrasyonu sağlanacak olan third party tool-un hem IOS hem de Android tarafında ilgili link ID, App ID bilgilerini eklenmeli ve Event Linking ile Partner Parameter Mapping alanlarının doğru bir şekilde doldurulmuş olduğuna dikkat edilmeli.  Yapılan Testler ve bazı eventler Statistics raporlarına daha geç düştüğü için performans ekipleri genellikle paneller arası event ve metriklerde farklılıklar görmektedirler. Raporlar Automate alanından görüntülenmelidir.  Adjust ve Diğer Paneller Arasındaki Veri Tutarsızlıkları:Web analitik panelleri ile diğer paneller arasındaki veri tutarsızlıklarının birkaç farklı sebep olabilir. İşte bazı potansiyel sebepler:Veri kaynakları: Farklı web analitik panelleri, farklı veri kaynaklarından veri toplar. Örneğin; mobil uygulamalar üzerinden veri toplarken, diğer analitik paneller web siteleri üzerinden veri toplayabilir. Farklı veri kaynakları, kullanıcı davranışlarının ve etkileşimlerinin farklı yönlerini yansıtabilir ve sonuçlarda farklılıklara yol açabilir. Veri işleme yöntemleri: Web analitik panelleri, veri toplama ve işleme yöntemleri konusunda farklı yaklaşımlar kullanabilir. Farklı paneller, veri işleme yöntemlerinde farklı algoritmalar, filtreler veya veri düzenleme prosedürleri kullanabilir. Bu da sonuçlarda farklılıklara neden olabilir. Veri doğruluğu ve güvenilirlik: Veri doğruluğu ve güvenilirliği, web analitik panelleri arasında farklılık gösterebilir. Bir panelin veri toplama ve doğrulama yöntemleri, diğerinden farklı olabilir ve bu da sonuçlarda tutarsızlıklara yol açabilir. Özellikle üçüncü taraf veri kaynakları veya kullanıcı tarafından sağlanan veriler gibi güvenilirlik açısından belirsiz verilerin kullanıldığı durumlarda farklılıklar ortaya çıkabilir. Panel ayarları: Web analitik panelleri, kullanıcıların panel ayarlarını yapılandırmasına izin verir. Kullanıcıların farklı panel ayarları seçmesi, veri tutarsızlıklarına yol açabilir. Örneğin, panellerin farklı zaman dilimlerini veya zaman aralıklarını kullanması, sonuçlarda farklılıklara neden olabilir. Veri entegrasyonu: Web analitik panelleri, farklı veri kaynaklarından gelen verileri entegre etme konusunda farklı yaklaşımlar kullanabilir. Farklı veri entegrasyon yöntemleri, veri tutarsızlıklarına neden olabilir. Özellikle birden çok veri kaynağının entegre edildiği karmaşık senaryolarda veri tutarsızlıkları ortaya çıkabilir.Yukarıda sözünü etmiş olduğumuz veri tutarsızlıklarını senaryolaştıracak olursa bazı yaygın senaryolar şu şekildedir: Dowloads & Installs Kullanıcı ve cihaz bazlı kurulumlar Zaman dilimleri ve konum belirleme Uygulama güncellemeleri Third party store kurulumları Event Karşılaştırmaları  Dowloads & Install: "Download" terimi, bir kullanıcının App Store veya Google Play Store gibi bir uygulama mağazasından bir uygulamayı cihazına indirmesini ifade ederken, "Install" terimi ise kullanıcının uygulamayı indirdikten sonra ilk kez açması anlamına gelir. Adjust, indirme verilerini takip eden kurulumları izler, ancak App Store ve Google Play Store gibi mağaza sahipleri her iki veriyi de takip eder. Sadece kurulum verilerini takip etmesinin sebepleri ise Google ve App Store indirme verilerine erişiminin olmaması ve SDK'ların işleyişinden kaynaklanmaktadır. Bir diğer neden ise, SDK'ların yalnızca yeni bir cihazda uygulamanın ilk kez çalıştırıldığında bir kurulumun gerçekleştiğini bildirmesi ve bu nedenle Adjust aracının yalnızca yeni bir cihazda kurulum gerçekleştiğinde bilgilendirilmesidir. Bu durumda, indirilen ancak hiç açılmayan uygulamalar kaynaklı olabilecek potansiyel tutarsızlıklar ortaya çıkabilir. Kullanıcı ve cihaz bazlı kurulumlar: Hem App hem de Google kurulumları, kullanıcıların App Store hesabına göre sayım sayarken, Adjust ölçümleme yaparken Adjust reklam kimliği (Advertising ID)lerine göre ölçümleme yapar.Örneğin, bir kullanıcının hem bir iPhone'u hem de iPad'i varsa ve aynı uygulamayı ikisine de yükleme durumunda ortaya bazı veri tutarsızlıkları ortaya çıkabilir. Adjust ise, her iki reklam kimliğinden veri aldığı için iki kurulum olarak sayar. Ancak Apple, her cihaz için tek bir kullanıcı hesabı olduğunu düşündüğünden sadece bir kurulum olarak sayar. Zaman dilimleri ve konum belirleme: Adjust, kullanıcıların konumlarını ve bulundukları saat dilimlerini diğer platformlardan farklı bir şekilde işler. Apple ve Google, kullanıcıların store hesaplarına göre konum verilerini belirlerken, Adjust ise kurulum anındaki IP adresini temel alır.Örneğin, bir kullanıcının hesabı İngiltere App Store'una bağlı olsa bile, ancak uygulamayı Almanya'da kurmuşsa, Apple ve Google bu kurulumu hala İngiltere'de sayarken, Adjust bu kurulumu Almanya'da meydana gelmiş olarak kaydeder. Bu nedenle, kurulum ve konum açısından iki platform arasında bazen farklılıklar görülebilir.Zaman dilimlerine baktığımızda, Adjust UTC olarak kısaltılan Coordinated Universal Time'a göre ölçümleme yaparken, diğer platformların zaman dilimine göre farklılıklar gösterdiği söylenebilir. (örneğin, Google Adsense PST bazlı çalışır). Uygulama güncellemeleri: Eğer, bir uygulama ilk adımda Adjust SDK’sını kullanmadan yayınlandıysa ve SDK kurulumdan sonra eklendiyse, uygulama üzerinde bir güncelleme yapan tüm "eski" kullanıcılar Adjust tarafında tüm o eski kullanılar yeni kullanıcılar olarak takip edilmektedir. Apple ve Google ise bu aksiyonu sadece bir güncelleme olarak görmektedir ve bu kullanıcıları bu iki platform yeni kullanıcı olarak saymamaktadır. Bu durum sonucunda da veriler arası tutarsızlıkların görülmesi kaçınılmaz olacaktır. Third party store kurulumları: Eğer mevcut uygulamanızı (Adjust SDK'sı entegre edilmiş bir APK olarak) Google Play Store veya App Store dışındaki herhangi bir üçüncü parti store'larda yayınladığınızda, Adjust bu kurulumları takip etmekle birlikte Apple ve Google tarafında bunları saymayacaktır.  Bu durum özellikle Android uygulamalar açısından  daha fazzla veri tutarsızlığı görüntülenmesine sebebiyet verebilir.  Event Karşılaştırmaları: Google Ads, Facebook ve Adjust gibi toolarda, kurulum sonrası event'lerinin attribution'ını birbirinden farklıdır, bu durum ölçümleme farklılıkları sebebiyle verilerin karışlaştırılmasını yaparken veriler arası tutarsızlıkların görülmesine sebebiyet verir:  Google Ads (Adwords), event'leri tıklama kaynaklarına bağlarken varsayılan olarak  da 30 günlük bir event attribution penceresine sahiptir. Adjust'ın attribution penceresi ise varsayılan olarak 7 gündür. Bu sebeple Ads ve Adjust veri karşılaştırması yapmak doğru olmayacaktır. Meta (Facebook,) event’leri ise eventleri clicks verilerine bağlar ve varsayılan attirbution modeli varsayılan olarak 28 gündür. Adjust’ın ise yine varsayılan ayarlarında sadece 7 günlük bir son tıklama geçerli olmaktadır. Burada bir veri karşılaştırması yapılması durumunda, sayılar meta tarafında fazladan üç haftalık veri içerdiği görüntüleneceği anlamına gelmektedir.. Bu bilgiden ve açıklamadan hareketle Meta ve Adjust karşılaştırması yapmamak gerekir.  Adjust genel olarak, event'leri kurulum kaynağına veya reattribution modeline bağlamaktadır diyebiliriz. Adjust tarafında sadece tek bir event attribution penceresi bulunmamaktadır. Bunun yerine Adjust tarafında event'ler kullanıcının kurulum kaynağına süresiz olarak attribute edilmektedir.  Bonus: Adjust Leverage Nedir?"Adjust leverage" terimi, reklam teknolojisi şirketi Adjust tarafından kullanılan bir ifadedir. Adjust, reklam kampanyalarını optimize etmek ve performansını artırmak için kullanılan bir reklam ölçümleme ve analitik platformudur. "Leverage" ise, bir şeyden en iyi şekilde yararlanma, avantaj sağlama veya kullanma anlamına gelmektedir. Dolayısıyla, "Adjust leverage" terimi, Adjust platformunun, reklam kampanyalarını optimize etmek için kullanıcılarına sunduğu avantajlardan veya faydalardan bahsedebilir. Bu, reklam verilerini kullanarak reklam kampanyalarını daha etkili hale getirme, reklam bütçesini daha akıllıca yönetme, kullanıcı davranışlarını daha iyi anlama, kullanıcı deneyimini geliştirme gibi konuları içerebilir. "Adjust leverage" terimi, Adjust platformunun sunduğu potansiyel avantajları ifade eden bir ifadedir.Burada özellikle daha detaylı bilgi almak isterseniz Binance ekibinin bu yazısına erişim sağlayabilirsiniz. 

Mar 30, 2023 5551 reads

Importance of Customer Segmentation

In today's market, where the products are diverse, it should be said that our people are also diverse. Just as we separate and classify products according to their categories and other features, classifying customers according to their features has become a method that we use quite a lot in today's marketing sector. We call this process customer segmentation, in which we classify customers according to their demographic, geographic, psychographic, and behavioral characteristics and determine their marketing strategies specifically for these classes. So why do we need customer segmentation? What benefits does it give us? What are the segmentation types and which segmentation type should be used for which analysis? Let's answer many questions such as understanding the importance of using segmentation together.What is Customer Segmentation?Customer segmentation is the practice of dividing a customer dataset into groups of similar individuals by age, gender, interests, and spending habits. Companies also try to understand what each segment finds most valuable to use their marketing materials more accurately according to that segment and develop marketing strategies accordingly.Every company has billions or trillions of data. However, when the data is transformed into meaningful information with the help of statistical analysis, it is possible to take action. Recognizing the customer and knowing their needs of a business is a very important factor for more effective marketing. For this reason, data science plays a very important role in analyzing billions and even trillions of customer data and drawing meaningful results. Customer segmentation is also a method used to understand who buys and will buy the services or products of the business from these billions of flowing data.  Types of User Segmentation Geographic customer segmentation: Geography consumer segmentation separates audiences according to where they are located (country, state, city, or town). This segmentation technique is beneficial for local SEO and market expansion. Demographic customer segmentation: Grouping audiences based on attributes like age, gender, marital status, education level, and income is known as demographic customer segmentation. Given those variances in these parameters are potent predictors of purchasing patterns, this is one of the most useful segmentation kinds. Psychographic customer segmentation: Psychographic consumer segmentation focuses on traits like personality, attitude, hobbies, and values rather than more fundamental characteristics like age or gender. The psychological characteristics that influence users' purchasing behaviors are thoroughly examined in psychographic segmentation. Behavioral customer segmentation: When segmenting customers based on their behaviors, factors including product usage, inclinations, and shopping preferences (such as in-store or online) are taken into account. Benefits of User SegmentationBy creating different customer segments, the ideal product for these segments can be easily selected and the distribution channels suitable for the business can be easily determined. Having a successful customer segmentation strategy allows the business to develop a deeper understanding of customers and develop marketing strategies for them.Based on characteristics such as age, location, purchasing habits, and interests, it becomes easier to direct efforts to the most profitable customers, thus determining direct marketing strategies to attract the right audience.How to Implement User SegmentationOne of the most difficult aspects of customer segmentation is choosing which data from a large set will constitute the most useful segments. Therefore, a strategic roadmap is needed for successful customer segmentation. Determination of the market:This procedure will assist you in learning how to differentiate yourself from the competition and whether your items have the necessary qualities to satisfy consumer demand. Selection of segmentation type:Choose the segmentation strategy that best serves the objectives of your firm. You must gather consumer data, segment stakeholders, and align on criteria to validate prospective segments to do this. Understanding customers' needs and preferences:Asking the correct questions can help you thoroughly understand the interests, likes, and wants of your consumers so you can successfully cater to them. Identifying the ideal customer segment for your business: To ensure that your customer segmentation efforts are successful, you need to think of a simple group that includes the majority of your customers and allows you to identify their needs and confirm your acceptance of your products. Checking the efficiency of the segmentation: This step involves testing your established market segmentation strategies with the right customers to identify items that need to be adjusted. Define target segments: Select the groups with the highest priority that are likely to bring maximum profit to the company. Developing the product positioning strategy:Positioning is the marketing process that allows to define the competitive advantageous position of the company in the market. It helps to discover direct and indirect competitors. It allows a consumer to find answers to the following questions; - Who is this product for? - Which customer's needs can the product meet? - How does your company's product differ from competitors' products? - Why is it profitable for a consumer to buy your product? - When should a customer use your product? Creating a marketing plan for each target segment: For each section, create a step-by-step strategy that will enable you to complete your company duties. The strategy must be realistic and account for probable difficulties. Real-Life Implementations of the TechniqueTargeting people based on factors like marital status, length of relationships, family size, and child age ranges is another excellent approach to segmenting your audience. Our purchasing habits depend on where we are in life. Parents buy things for their kids. Baby boomers who are caring for their aging parents make several purchases. You can retarget customers with related or complementary products based on past purchasing information. Launch successful cross-selling and upselling campaigns to engage customers using this data. For instance, if you sell phone accessories, you could target different segments of your audience with offers based on the types of phones they use. If your product isn't used differently depending on the type of device, look at your data to see if there are any trends in how people shop using various devices.Moreover, you can use it to target potential clients who share your interests in the luxury lifestyle and have demonstrated a propensity for making large-ticket purchases in the last 30, 60, or 90 days. These settings and target segments can be set depending on the platform you're using.ResultYou must accurately characterize your clients' demands and worries to address those needs and eventually win their contentment. The influence it may have on all aspects of your business, including sales, marketing, product development, customer service, etc., is significant if you manage the best customer segmentation strategy now in use. Your company will have a clearer understanding of the market and a better focus on the customer, enabling it to expand more predictably and effectively. References https://www.euromsgexpress.com/musteri-veri-segmentasyonu-nedir/?psafe_param=1&gclid=CjwKCAiAu5agBhBzEiwAdiR5tPFa3xg05HuyEqbckfrr1EcVp9sWw5MPNhxGUZ0EIcm5enHaczaYJRoCKZMQAvD_BwE https://porsline.com/blog/tr/musteri-segmentasyonu-neden-ve-nasil-yapmaliyiz/ https://business.adobe.com/blog/basics/real-world-examples-of-customer-segmentation https://www.tani.com.tr/blog/musteri-analitiginin-sihirli-kavrami-musteri-segmentasyonu https://www.ticimax.com/blog/musteri-segmentasyonu-ile-hedef-kitlenizi-nasil-tanirsiniz https://netuce.com/musteri-segmentasyonu-nedir-nasil-yapilir/ https://sendpulse.com/tr/knowledge-base/email-service/general/how-segment-customers https://www.mayple.com/blog/customer-segmentation-examples#:~:text=If%20you%20sell%20phone%20accessories,trends%20based%20on%20different%20devices. https://openviewpartners.com/blog/customer-segmentation/

Mar 29, 2023 1441 reads

Why is my website not showing up on Google? How this situation can be fixed?

When you publish a website for whatever purpose, it is intended that this website be noticed by users. Since there are billions of websites in the world, one of the best ways to stand out from so many competitors is to rank in search engines.Of course, search engines (especially Google, the most used) aim to show users the websites with the best content. However, in some cases, even if the best content is on your website, your website will not appear in the search results. This may be due to very complex reasons, or your website may not appear in Google search results due to some very simple technical reasons. However, at the end of the day, your website not appearing in google search results will become a big problem for you.Here is the good news for you. We have made a research about the main technical deficiencies that cause not to show up on Google and other search engines as well.But before the problems and solutions let’s discuss how a website can be realized by search engines.Which factors should i take care for my website to show up on Google?Actually there are plenty of factors while Google rank all web sites. But basically there are 3 main factors which a website is taken into consideration by Google: 1. If the structure of the website is simple to understand this website is crawled very easily. On the contrary, if a website’s structure is hard to understand for search engine bots then this website isn’t on the search results. This situation defines indexability issues for a website. 2. If a website doesn’t set up correctly with main elements this website doesn’t present a good service for its users. Main technical issues for a website must be fixed immediately. For example; if a website doesn’t have SSL certificate it means that this website isn’t safe. Users avoid to use that kind of websites, so Google does. 3. If the content structure of a website doesn’t build with correct keywords and these keywords don’t reflect user’s intent in a right way, this causes not showing up on Google for the website. Even if all other elements are okay not possessing good content alone brings invisibility on the search results for the website. These are the most seen issues why a website isn’t ranked on Google search results. Here are the most common problems related with these crawling, technical or content issues lead to not showing up on Google.1. The site/page that wanted to be ranked is too new.There are billions of websites on the internet. Sorting and showing these websites to users by indexing is, of course, a very difficult problem for Google to solve. Therefore, it is not very common for a recently opened website to be indexed quickly in Google. It would be unrealistic to expect a website opened yesterday to appear on Google search results pages today. The easiest way to see if a website is included in Google search results is to search for "site:sitename" on Google. For example; our search for our AnalyticaHouse website shows that 192 pages of the website are in the Google index. If no results like the one above are found as a result of the search made in this way, the searched website has not yet been discovered by Google.How to fix it?The easiest way to get Google to discover a website is to create a sitemap with site URLs and upload it from Search Console. The sitemap for a website is usually located at sitename.com/sitemap.xml. For example; The sitemap for AnalyticaHouse is available at analyticahouse.com/sitemap.xml If a website does not have a sitemap file, there are different methods to create it. The most practical of these methods is to get the URLs found as an XML file by crawling the website with the tools that crawl the website. An example of these tools is xml-sitemaps.com. The xml file obtained by typing the website URL into the relevant field should be added to the root directory on the website server. Then this generated sitemap file should be submitted from Google Search Console. Search Console>Sitemaps>Enter Sitemap URL>Submit For example, when a new sitemap file is prepared for our AnalyticaHouse site, this file URL should be entered in the "Add a new sitemap" section above and "Submit". Then Google will crawl all the URLs in this sitemap and index the site.2. Blocking search engines from indexing or crawling the websiteSometimes Google does not index the pages it crawls. This is because the site owner has told Google not to index that page. The noindex tag on a page serves this function. If a page contains a code like the one below, Google will not index that page.Similarly, a certain page or entire website can be prevented from being crawled by Google. The site's robots.txt file is used to prevent such crawling. The robots.txt file for a website can be viewed at “sitename.com/robots.txt”. If you see a command that starts with "Disallow:" in the robots.txt file, as follows, crawling will not be allowed for the URL structure after this command. For example; above is the AnalyticaHouse robots file accessed from “analyticahouse.com/robots.txt”. We see that there are two URLs blocked by the Disallow command on the AnalyticaHouse site. These commands mean that the URLs "analyticahouse.com/privacy-policy" and "analyticahouse.com/tr/gizlilik-politikamiz" are not allowed to be crawled.How to fix it?Pages that are not indexed by Google due to the noindex tag are specified with their details in the "Indexing" section of Google Search Console. For example; the "Excluded by 'noindex' tag" warning for the AnalyticaHouse website indicates that there are 5 pages that are blocked from being indexed using the noindex tag, as follows. In the same section, the pages that are blocked from crawling by robots are indicated with the following warning. Pages specified in this way should be detected from the error details and noindex tags on the relevant pages should be removed. For pages blocked by robots, the robots.txt file should be edited and the Disallow command in URLs blocked with Disallow should be removed in this file.3. The website might be penalised by Google.The website may have been penalized by Google, although this is very rare. Because of this penalty, it may not be seen in the search results. There are two different types of Google penalties:If the structure of the website is simple to understand this website is crawled very easily. On the contrary, if a website’s structure is hard to understand for search engine bots then this website isn’t on the search results. This situation defines indexability issues for a website.If a website doesn’t set up correctly with main elements this website doesn’t present a good service for its users. Main technical issues for a website must be fixed immediately. For example; if a website doesn’t have SSL certificate it means that this website isn’t safe. Users avoid to use that kind of websites, so Google does.If the content structure of a website doesn’t build with correct keywords and these keywords don’t reflect user’s intent in a right way, this causes not showing up on Google for the website. Even if all other elements are okay not possessing good content alone brings invisibility on the search results for the website. Algorithmic: These are penalties detected by Google algorithms and applied for simpler reasons compared to relatively manual penalties. These penalties are detected by some tools. Manual: It is the most objectionable penalty type applied as a result of detecting actions contrary to Webmaster Guidelines by a Google employee from the search results of the website. This type of manual penalty is reported to the site owner via Search Console. How to fix it?Manual penalties are detailed in the "Manual Actions" section of Search Console. If there is a notification here, solutions for this notification should be planned and the site should be edited according to the guideline here and Google should be applied to remove the penalty. Google penalties originating from the algorithm can be detected with different tools. Among these tools, Panguin Tool is a very functional one. As above, it clearly reveals the relationship between algorithm updates and Google organic users, and ensures that user decreases for algorithm-based penalties are instantly noticed. Algorithm-based penalties can be easily detected with many different tools other than Penguin. If such a penalty is encountered, spam arrangements that will cause a penalty on the site should be removed quickly. You can also check out our content on Google penalties for more details. 4. The website might not have enough quality backlinks.Although the website is technically crawled and indexed by Google without any problems, there is another factor that will prove to Google that this site is worth ranking: Backlinks. Quality backlinks from websites with high authority in the eyes of Google provide a noticeable increase in the ranking of a website. It may take time for Google to discover websites that do not have sufficient backlinks, even if the content is of good quality. There are many studies that reveal the positive relationship between the number of backlinks and the words ranking in Google. Among these, the chart below, made by Ahrefs, shows this relationship quite clearly. Source: https://help.ahrefs.com/en/articles/2791107-what-s-the-difference-between-referring-domains-and-backlinksHow to fix it?There are many different methods to increase the number of backlinks of a website. The best backlink method recommended by Google and stated to be taken into account is the backlinks naturally obtained from a relevant content on a website with high authority. For details on the importance of backlinks and backlink earning methods, see “What Are Backlinks and Why Are They Important?” check out our article.5. The Website might be so slowGoogle has identified site speed as a direct ranking factor in recent years. If a website loads slowly and has speed issues, its performance in search results will also be poor. On the contrary, fast websites are rewarded with good ranking results by Google. Slow sites are not liked by Google and are not preferred by internet users. Many studies have revealed that 53% of site visitors who cannot react within 3 seconds, especially for mobile sites, exit the site immediately. Therefore, if the website is slow, speeding up the site will definitely increase the search visibility.How to fix it?Site speed score can be measured by means of speed measurement tools such as Google Page Speed Insights or GTMetrix. These types of tools evaluate the speed performance of a website on both mobile and desktop with a score out of 100. These types of tools make suggestions as follows for technical arrangements that can be made to load a website faster. As seen above, there are some suggestions to increase the speed performance of the website. These suggestions also show which files are causing the delays by these tools. For example; to implement the properly size images suggestion at the top, the images on the website should be added in appropriate sizes for the appropriate areas.ConclusionOf course, not all the reasons why a website is not ranked by Google are not the reasons we mentioned above. Apart from these, there may be sequencing problems for many different reasons. However, if the reason for not being included in the ranking is due to a technical problem such as the noindex tag or the disallow command in the robots file, it will not be able to be ranked in any way until this problem is resolved. Besides, improvements to be made for problems related to site content will make it easier to get results. Regardless of the reason, however, it should be known that SEO is a discipline that requires constant attention, and it needs to be followed closely on both technical and content issues to ensure that the website has better ranking performance.