Access Facebook user profile data with FB Login

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Access Facebook user profile data with FB Login


Use Facebook user profile data to populate your analytics reports

visitor profile with gender from facebookHave you ever wanted to have in-depth details about your website visitors or app users?

If your users “login with Facebook” and login to your site with their Facebook credentials, you can access valuable profile data.

In this article, we will discuss and explain two topics

a) How to access Facebook visitor data and 
b) How to insert it this data into your Opentracker web analytics reports.

This data is available when a visitor/ user is logged in with Facebook login details.

Q: How does it work?
A: When your visitors login to your site or app with their Facebook identity, you collect user information which you can access via our api. This information can then be shown in the Opentracker reporting system, and populate Visitor Profiles.
Additionally, you can then search through all of your data to match or locate any visitors or variables that interest you.

Furthermore, note that due to the technical nature of this article, knowledge on javascript and Facebook api [1] are required. In this example, we will collect information on the visitor’s gender.

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The Javascript used to collect visitor Facebook profile information

function login() {
    FB.login(function(response) {
        if (response.authResponse) {

            // connected
            console.log("FB.login connected");

        } else {

            // cancelled
            console.log("FB.login cancelled");

window.fbAsyncInit = function() {
        appId: '123456789012345',

        // App ID
        channelUrl: '//',

        // Channel File
        status: true,

        // check login status
        cookie: true,

        // enable cookies to allow the server to access the session
        xfbml: true // parse XFBML

    // Additional init code here
    FB.getLoginStatus(function(response) {
        if (response.status === 'connected') {

            // connected
            console.log("FB.getLoginStatus connected");

        } else if (response.status === 'not_authorized') {

            // not_authorized
            // User logged into FB but not authorized
            console.log("FB.getLoginStatus not_authorized");

        } else {

            // not_logged_in
            // User not logged into FB
            console.log("FB.getLoginStatus not_logged_in");

function sendUserInfo() {
    FB.api('/me', function(response) {

        //console.log("my object: %o", response);
        var map = new OTMap();

        //map.put("username!", response.username);
        map.put("gender!", response.gender);

        OTLogService.sendEvent("user logged in", map);

The above javascript code snippet is triggered when a user clicks on a login button on your website. When the user has logged in via the pop up window, and successfully authorized, a custom event is sent to opentracker [7]. Note the exclamation mark on the map key. This is the start of the journey to collect user information on your site. To learn more about what user information can be collected, please refer to the facebook api [8] [9] [10]. Here are a few examples from the facebook api [2] [3] [4] [5].
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In order to see what data has been collected for your site, login to and navigate to visitor online and visitor clickstream. Below are screenshots illustrating the example from this article, implemented in the Opentracker reporting system. Please note that the gender has appeared in the visitor profile.

clickstream with gender and login status

The illustration above shows us Opentracker visitor engagement reporting with clickstream enhanced visitor profile including a visitor gender.
full clickstream detail with gender and login status from facebook

The illustration above gives us two pieces of information: the gender and the login status (login event), derived using a “login with facebook” event.

Full screen Facebook user-data in Opentracker clickstream












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Marketing Campaigns: Creating Highly Effective Promotions

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Marketing campaigns: Creating highly effective promotions

This is the ultimate guide to crafting online marketing campaigns that converts traffic to clients. This article is written to get you high ROI from organic and paid marketing.

Do you want a highly effective marketing campaign that delivers quality traffic that converts to paying customers? This article is for online businesses who want to attract prospects & qualified traffic that converts to happy customers.

1. What you will learn in this article

In this article we address marketing campaigns. For starters we provide the definition of a marketing campaign. We provide some background history. We outline developments in internet advertising which set the playing field. There is a list of ten steps to plan a perfect marketing campaign. We discuss the challenges marketeers face; what makes it difficult to launch a successful marketing campaign. We discuss options specific to LinkedInGoogle, and Facebook.

To give value, we provide tools for improving your chances of launching a successful marketing campaign and seeing a return on your investment. Learn more by watching this video.

Table of contents:

  1. What you will learn in this article
  2. Definition of a marketing campaign
  3. Best way to plan a marketing campaign
  4. Problem (issue) the difficulty of launching a campaign in today’s environment
  5. Potential solution – use measurement for data-driven campaign planning and execution
  6. Recent developments in the history of marketing campaigns
  7. The current landscape – challenges facing marketers – better targeting
  8. Avoid spend without ROI
  9. Measure and Increase Chances of Measurable Success
  10. Conclusion

2. definition of a marketing campaign

The definition of a marketing campaign is an effort to publicize new or existing products and services through established channels using advertising and marketing materials. A typical combination of media might include email, social media, pay-per-click, and print, television or radio advertising.
dictionary for marketing campaign

The main goals of a marketing campaign should be to drive traffic, improve brand awareness, and increase market share through additional sales.

3. best way to plan a marketing campaign

This list of ten modern Best Practice will help you create an exceptional data-driven marketing campaign.

Ten steps: the best way to plan and run a successful marketing campaign. The process from campaign launch to leads.

  1. define your marketing campaign goals
  2. define measurement metrics for your marketing campaign goals
  3. build your call-to-action – what do you want people to do
  4. plan the work flow – where will visitors land – build and test your landing page(s)
  5. outline campaign goals: define success – the minimum numbers needed for ROI
  6. determine your marketing campaign budget
  7. asset production: prepare your message and offers
  8. identify marketing campaign channels
  9. identify target personas
  10. measure results: monitor conversion closely once the campaign is launched

4. The difficulty of launching a successful marketing campaign in today’s environment

On the face of it, this should not be so complicated. At the moment however, many people are losing money on marketing campaigns. It’s become increasingly difficult to guarantee success or even positive ROI outcome in today’s landscape. The point of a marketing campaign should be to: use a formula to put in Spend and get out Desired Outcome. At the moment however, we see people spending money and losing it.

Question: what is the current problem with launching marketing campaigns?
Answer: the complications and uncertainty involved in predicting success, or even break-even outcome

5. Potential solution – use measurement for data-driven campaign planning and execution

Question: what is the solution?

Answer: social web and mobile analytic data now available for measuring marketing efforts allows you to deliver data-driven campaigns. This increases the chances of a successful outcome. Identify your ideal target buyer personas and use data to target them. Marketing can target them with content. Once they are engaged, leads can be passed on to Sales. Use metrics to manage and improve the process.

As with many strategic business decisions, fail to plan = plan to fail. Here is a list of campaign components you will need to plan:

Options (channels, platforms)
Audience (target buyer persona)
Workflow (call-to-action)
Plan (budget and objectives)
Mechanisms to track and monitor success (test, deploy, monitor, adjust, repeat)

Uncle Sam's marketing campaign

6. Recent developments in the history of marketing campaigns

Ten years ago, it was relatively easy to launch a marketing campaign. Instead of becoming easier, things have become more complicated. The current landscape is a moving target. It is very hard to guarantee ROI. There are many unknowns; targeting has become both standard and increasingly expensive, to the point of being cost-prohibitive. An additional challenge is designing measurement correctly so you can both pivot and measure conversion. In other words plan for and define the desired outcome.

Some historical background

Advertising and Marketing is an ancient and noble art. A bronze plate advertising a needle shop during the Song dynasty in China a thousand years ago is considered our first advertising medium. Trademarks have been around for up to 4,000 years, in the form of marks and seals. The first advertising agency in the U.S. was founded in Philadelphia in 1840. Think of campaigns such as ‘Uncle Sam wants you’ and ‘Got Milk?’ which have become part of our cultural lexicon. [insert image – Uncle Sam Wants you / Got Milk?]

7. The current landscape – challenges facing marketers – better targeting

Fast forward to the 1990s and the introduction of search engines which allowed for targeting based on search queries. Today, the problem situation is:

  1. the major players are Google Facebook, and LinkedIn
  2. the marketplace for launching campaigns is a shifting landscape
  3. this is further complicated by the fact that lead generation involves several delicate steps
  4. Google and LinkedIn are no longer for testing – they are expensive
  5. You need to be an expert in many fields – ie LinkedIn / Facebook / Adwords certified in order to compete. It takes many months – even a year, to become an expert – which costs money (or hire an agency due to complexity)

Context: a few years ago, Facebook started by copying Google, in allowing you to target ads. Six months ago, for example, you could not target niches on LinkedIn.

Now, Facebook is copying LinkedIn, allowing you to target professions/ professionals using lead ads. Meanwhile, LinkedIn offers targeting via firmographic demographics.

8. Avoid spend without ROI

This may sound like a lot of opportunity, but many people try and fail, because a) prices have become so high and b) linking the technologies together is tricky. In other words, the outcome is a (high) cost without the desired outcome. It is necessary to configure attribution, conversion, and success in order to measure and repeat results. A structured plan will increase the chances of generating a positive ROI outcome because it will allow you to verify results, both good and bad.

9. Measure and Increase Chances of Measurable Success

In spite of uncertainty, by looking at these basics we can help you increase chance that ROI outcome is successful. You can minimise risk through planning. Using the

  • i. point 3. above: Ten steps to plan a Marketing Campaign
  • ii. planning how to measure and
  • iii. using metrics to update campaign elements and increase chances of successful outcome

10. Conclusion

Learn more by watching this video.

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Marketing Campaigns: Creating Highly Effective Promotions

Facebook Ads Vs Google Ads Vs Instagram Ads Vs Linkedin Ads: Which will get you better ROI

It’s no news that Advertisement has a huge impact on sales. Digital Advertising has made it a lot faster, easier and cheaper to advertise your products.

With the number of internet users being on a steady rise at 11 users per second daily, online advertisement is now one of the biggest ways to promote your products and table your offers. It should definitely be part of your content promotion plan.

The bottleneck with Digital Advertisement is picking the right platform to use, one that would give you the best returns.

It would be refreshing to know the platform with the best ROI for your business. 

Many Digital Marketing Experts have pounded on this, and after interviewing four digital marketing experts the answer still remains the same – it depends,  not the answer you’re looking for but read on.

Picking the best platform for your business depends on a number of factors, like the kind of business, the goal of the business at that given time and your budget. This is because these applications were launched at different times, for different purposes and dissimilar consumer profiles.

In this article, we’ll make the task of choosing or not choosing a platform less daunting by giving you an actionable strategy to use when choosing an advertising channel and also by comparing Facebook, Google, Instagram, and Linkedin Advertising Platforms; based on their features, cons, pros, most expensive, the platform with the most views and benefits with respect to years of research and experience of Digital Marketing Gurus.

Comparing Facebook, Google, LinkedIn and Instagram Ads.

The Ad Formats


With Google Ads, you can target ads based on what users are searching for on Google, your ad can be in the form of text, image, video or call. You can also narrow who sees your ad by adding age, gender, demographics and country. 

  • Text: You can advertise your product or service by targeting search keywords and phrases. For instance; if you’re a legal lawyer in California looking to advertise your service on google. You target keywords such as “legal lawyers in California” or “I need a legal lawyer in California”. So when someone searches for the picked term your ad shows on the result page like so; 

With google text ads choosing the right search term to target for is prime. You want a phrase with the right volume and audience for your business.

  • Image: You can use static or interactive graphics or animated ads(.gif and flash format) to place your ads on businesses that partner with google on their website or app. 
  • Video: Google places your video ad on YouTube or across google’s video partner sites depending on your goal, settings, and type of content you want to promote.


  • Call:  Google drives phone calls to your business with ads that include your phone number. People can click on these ads and then call your business directly.                    
  • Product cart Ads: Your Ad will be displayed to people shopping online for that product or related products.                                                   


With Facebook , You can target Facebook ads based on their age, gender, languages, activities they perform on the app, or lookalike audience (ie profiles that are identical to your existing customer profile.).With Facebook ads, you can showcase your ads using an image, video, carousel, slideshow, instant experience, and collection.

  • Photo: Facebook allows you to show engaging photos on your targeted user’s feed, stories or even their Facebook messaging platform.


  • Video: You can showcase a video ad to your target profile on their feed or story. 
  • Playables: Playable ads offer people an interactive preview on Facebook before they download an app.

  • Instant Experiences: formerly known as Canvas, allow you to create a full-screen, fast-loading destination designed for mobile and add them to almost any ad format.

  • Slideshow: Slideshow ads are video-like ads made of motion, sound, and text.
  • Carousel: Carousel ads let you showcase up to ten images or videos in a single ad, each with its own link.


You can target LinkedIn ads based on location, company name, company industry, size, the school they went to, years of experience of a particular skill, gender, target groups, and age.

  • Sponsored Content: This Ad type appears alongside content LinkedIn members curate for themselves. You can think of them as promoted posts, as they are essentially amplified versions of the links, media, or messaging you would normally share through your Company Page.
  • Sponsored InMail: You can use this feature for sending personalized messages to highly targeted recipients. Sponsored InMail only delivers to active LinkedIn members, there is no need to worry about messages bouncing or landing in abandoned inboxes. You can tailor your content directly to the audience, and a responsive design ensures that your CTA button is always visible on any device.
  • Text Ads: Linkedln displays this ad on the side rail or inline. It is only shown to desktop LinkedIn users.


Instagram ads are identical to Facebook ads. You are able to target profiles based on demographics, gender, interest, behavior, lookalike audience, custom audience(people you know by inputting their email or phone number), automated targeting(they create a profile based on people they think would be interested in your product by their activities on the app). Their Ad format is the same as Facebook. Using Images and Videos on feed or story, Carousel, etc except for instant messaging instead they offer “ explore ads”.

  • Explore Ad: Showing ad Videos or images to people when they are on their Instagram explore page.

Average Cost.

The Average Cost depends on how much you are willing to spend. You have the ability to set a limit on the amount you want to use and see the result it will get you then decide if you need to invest more money or not.

Google: The average cost-per-click (CPC) on Google Ads is $1 to $2 for the Google Search Network and less than $1 for the Google Display Network(Advertising with google partners).

Facebook: If you’re measuring cost per click (CPC) Facebook advertising costs on average about $0.27 per click. If you’re measuring cost per thousand impressions (CPM), Facebook advertising costs about $7.19 CPM.

LinkedIn: On average, businesses pay $5.26 per click and $6.59 per 1000 impressions, as well as $0.80 per send for Sponsored InMail campaigns.

Instagram: On average, Instagram advertising costs between $0.20 to $6.70. For CPC or cost-per-click, advertisers pay $0.20 to $2 per click. For CPM or cost-per-impressions, advertisers pay $6.70 per 1000 impressions.

Audience Volume and Views.

Knowing the user volume and average views of an advertising platform is not so important. This is because their volume and views do not determine their user engagement rate with your ad.

I mean you won’t want to advertise on a platform with 0 views but even if a platform has 20,000 views and another has 200,000, your decision should still be based on if these views include your target audience because if not, you are advertising to people who are not interested in your product or service. In other words, you are wasting your time. You can advertise on a platform with 200,000 views and your conversion rate will be 0.1% and on a platform with 20,000, your conversion can be 2% depending on your customer profile.

Google: Google now processes over 40,000 search queries every second on average which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.

Facebook: Facebook has a total of 2.5 billion monthly active users and 500 million Story viewers.

LinkedIn: LinkedIn has 627 million monthly users and 40% of monthly active users use LinkedIn daily.

Instagram: Instagram has 1billion monthly active users, 500 million+ story views daily and 4.2 billion photo likes per day.

Average Conversion Rate.

The conversion rate is the number of conversions divided by the total number of visitors. For example, if a site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%.

Facebook: Facebook has a conversion rate of around 9.21%, which is very high with respect to the number of users they have monthly.

Google: Google’s average conversion rate hovers around 3.48% for search ads, and .72% on the display network. Display ads, therefore, are really best suited for strong campaigns.

Linkedln: Linkedln has a conversion rate of 6.1% for sponsored posts, 3.48% for text ad and 2.5% for Inmail ads.

Instagram: Instagram has a conversion rate of 1.08%.

Average Click-through Rate.

Click-through rate is the rate at which your ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). The formula for CTR looks like this:

(Total Clicks on Ad) / (Total Impressions) = Click-Through Rate

Google: Currently, the average click-through rate for search ads on Google is 1.91%. Whereas the average click-through rate for Google’s display network(Google partner websites, videos, and apps) is 0.35%.

Facebook: The average click-through rate for Facebook is 0.9%

LinkedIn: Presently, the average click-through rate for search ads on LinkedIn is 4.1% for text ads and 0.39% for sponsored content. LinkedIn is improving rapidly, hence the ctr is subject to constant change.

Instagram: The current average click-through rate for Instagram ads is 0.52%

Audience Type.

Google: Google’s audience type varies, old, young people all “google it”. Before advertising with google, the one time you ought to do is check the search term with the best ROI for you. This guide can help you.

Facebook: Facebook is actively used by individuals between 29-65 years, mostly college graduates. It’s a good place for B2B advertising, eCommerce and service-based ads.

Linkedln: Linkedin comprises majorly by individuals looking for job opportunities and others offering jobs and rarely for personal use, with their ages between 20- 50 years. It’s best for B2B content, Finance and it wouldn’t be so good for eCommerce.

Instagram: Instagram is used majorly by a younger audience, focused on small scale businesses, eCommerce and lifestyle.


Ease of use is subjective and shouldn’t discourage you from using any advertising platform before using it yourself. According to reviews and digital experts; Facebook ads are the easiest to set up followed by Instagram, then google and finally Linkedin. Below are youtube videos on how to easily navigate and set up Ads on these platforms by Gurus in each field. Google Ads, Facebook Ads, Linkedin Ads and Instagram Ads.

Customer Support.

This is important because anything can happen and it’s paramount that you are able to get reliable and fast support when it’s needed.

Google: Google has a customer support number which makes it very fast and you can also fill out their customer support forum to leave a message on their ad forum.

Facebook: You receive help from Facebook by visiting their help center where they have FAQs and also leave a message on their Facebook help community.

Instagram: You are able to reach Instagram by visiting their help center where they have FAQs and also leave a message in their support forum.

Linkedin: You can contact LinkedIn by going to their help center for FAQs and also by leaving an email for them to respond to.

According to the data above, Google has the best customer support then Linkedin followed by Facebook and Instagram.


Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

All the above-mentioned platforms (Google, Facebook, LinkedIn, and Instagram) have the retargeting function. Giving you the ability to show an ad again to someone that took an action on the ad the previous time.

Here’s a simple strategy you can use to pick an online advertising platform.

  1. Using a Software Program like Opentracker, you are able to track where your existing customers/visitors are coming, you can also see the search keyword, word or phrases that drove them to your site.
  1. Using an eCommerce Teenage Thrift Store as an example;
  1. Know your Audience base: Having a customer profile and picking the right search term is very important here because it’s the base of everything that follows. Most thrifters are between the age of 13- 30 and mostly female.
  2. Have a business goal: Their goal at this point is to get more awareness and conversion.
  3. Check Each Platform for the one with the highest search volumes on multiple keywords for your company.






In addition: You also check for the click-through rate and conversion rate for your keyword and your company type on each platform.

  1. Pick one or two at first based on the highest search volume and the goal at that point: Based on the results above as the thrift store digital marketer I will run ads on Instagram because of the search volume and age brackets of Instagram users and I’ll also invest in google to see which one gives a better return. If it were a thrift store I’ll invest in Facebook, Google and/or Instagram and track the results depending on my ad budget.
  1. Get an Expert or self-study the platforms.
  1. Budget Wisely.
  1. Track the results.

Concluding Thoughts:

Deciding to utilize Online Advertising can make or break your business.

All platforms can give you high or no returns depending on how you use it.

Implementing the tips and strategy shown in this article would help you choose wisely.

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User Engagement Metrics

User Engagement Metrics – What They Are – Why You Need Them

How to increase your ROI by tracking the right metrics.

Do you ever wonder if your product or service would sell? Do you ever wonder whether your audience will find your products valuable?

Every Smart Marketeer is concerned about this.

When you start or run a business, ask questions like these to yourself: what kind of service am I providing? what kind of product am I selling? to whom am I providing or selling this to? is the price within their budget? and, how will I make them loyal customers to my brand?

Answering these questions as honestly as you can, creating a buyer persona, setting your price, and finally crafting an effective marketing strategy will determine the kind of ROI you’ll get from your marketing efforts.

But an iron-clad marketing strategy isn’t enough. You need feedback as your business grows. You need to see how your users behave. Track this user behavior and use the data to improve your services.

If you don’t track it, you won’t know it. If you don’t know it, you can’t improve it. Hence, you lose money instead of increasing profits


Let’s take an instance;

Two competing companies were visited by similar users over a period of one year.

Business A and B are both online women-only clothing and accessories stores.

Business A tracks their user engagement. At the weekly marketing meeting, they tell each other stories about what the users are doing.

They are currently focusing their efforts on getting users to make return purchases.

Take a look at their main metrics for the last month:

With the results above, they were able to plan the following:

Business A discovered that the majority of their purchases came from Ad spend – they decided to spend more time and effort on retargeting ads on abandoned cart users, baiting the ads with discounts to get more returning traffic. At the same time they want to strengthen their emailing list, so that they can become less dependent on ad spend.

They checked the profiles of churned users and realized that they consisted mostly of unmarried men, not the ideal customer for a women’s only clothing store.

They decided to:

– Not target their ads to single men, and

– add a pop up for bouncing users to know why they are leaving. Is it the website design, speed or plain lack of interest?

They will be reviewing the results beginning next quarter.

From the tracking results, they were able to segment their audience and decide the kind of emails to send:

– upsell complementary items for first time customers who purchased on the first session,

– send out omens of concern to users who abandon their carts, and

– incise loyal customers to fill in Get-a-Discount-For-Feedback survey.

They continually check the profiles of customers that purchase and target people with similar profiles once a pattern emerges. They experiment to see what type of upsells are working.

With the results Business A got from tracking their user engagement, they now have the power of segmentation, a better understanding of who their customer is, and the ability to plan the next year with intentionality.

They know how to improve their sales by crafting the targeted ads to be more tailored and personal.

Their email marketing efforts are improving and they are creating surveys with higher response rates, and relevant data-points. As long as they continually take action based on their findings, they are likely to improve their ROI in the coming years.

Business B on the other hand does not track its user engagement. Their marketing team meets often to debate strategies and the best debater often determines the direction and marketing spend. As a result, they have a very good idea of direction, but spend almost no time testing their ideas in the market by focusing on customer metrics.

They target the same demographics year over year, thinking a bad year will come and go. And when they target a different group, it’s based on motivations echoed during the marketing team’s quarterly strategic debate. Marketing means spending time and money on SEO but it’s not known if it achieves desired returns. The head of marketing is convinced that SEO is getting results, but there is no data to back it up.

Overall, they are making choices because of what they think instead of what their users and customers are telling them through their own behaviour. There is no story based on data.

A customer’s experience highly affects their engagement and in turn your sales. If you don’t address their needs and quell their objections, they leave and become one time customers. As a result, you’ll lose money or make less than what you could have. Studies show customers don’t mind brands tracking their habits as long as it improves their experience.

Customers are the pillars of a brand. Using your user engagement analysis as a means to improve their experience will make them loyal to your brand. They may become advocates and recommend your products and services to others. This gives your brand a type of trust that you wouldn’t get with other marketing efforts.

Key customer engagement statistics

Key customer engagement statistics

Statistics chart from

One time customers generate short term sales and short-term profits. Conversely, long-term returning customers generate long-term sales and then long-term profits. We are pretty sure you prefer the latter.

In case you’re still unclear about what User Engagement is, here’s a concise definition:

User Engagement is an evaluation of how people respond to your brand’s offering. It could be a service or a product.

User Engagement can be assessed in so many forms, like the number of views on a site, number of page shares, number of clicks on your ads, bounce rate, etc. The type of metric you use to assess engagement largely depends on your company and what you’re offering.

For instance:

Company TypeActions to be considered as an engagement
Visual Content Site
  • Liking/commenting on a post.
  • Reading a post.
  • Sharing a post.
Invoicing software
  • Creating an invoice.
  • Adding a new customer to send an invoice to.
  • Receiving payment
Online Survey application
  • Creating a survey.
  • Sending out a link to your survey.
  • Sharing survey site to someone.

Important User Engagement Metrics

Here are a few key important metrics, in as much as they’re subjective to your brand, they’re the KPIs that will be relevant and useful to any brand.

  1. Users: users are a vital aspect of your brand, various ways you can track your users include measuring your Active Users (daily, monthly or yearly active users, you can use this information to know the kind of visitors you have overtime.

If they fit into your customer profile, what products or pages they interact with the most, the users that keep coming back over time, and where they come from.

  1. Sessions: A session happens when a user or a customer spends time on your app or website. With this metric, you can determine how often each person engages with your app or website.
  1. Session Duration:

How long users stay before they leave. – knowing how much time users spend on your app/site will help you know how engaging it is and how best to improve it.

  1. Retention rate: This is the number of users that return and become long term customers.

Tracking this metric will help you identify who your loyal customers are, who to maybe give discount codes, send Feedback-surveys to and also use their profiles to retarget ads if need be.

  1. Churn/bounce rate: This is the opposite of retention rate, it’s the number of users that leave your site, after the first click, visit or overtime.

You can use this to compare your retention rate to the churn rate. Know the kind of users that leave and maybe send a survey asking what made them leave, so you can improve.

  1. Acquisition: This is the root of where your users come from was it a referral? Ads? , organic search? Social media? or a Paid search?

Understanding where your interactions come from so you can budget your customer acquisition cost better, decide what marketing activity to focus on and what to spend less effort on.

  1. Screen flow: With this metric, you can see what your customers /users interact with the most.

Find out what makes them have longer sessions, what triggers them to leave – With this, you can restructure and redesign your app or website based on the results you get.

All of these metrics are interrelated and it’s the best when you track them together in a dashboard, rather than independently.

It’s not just these metrics that matter. There are other engagement metrics and engagement actions that depend on the kind of business you run. Cart abandonment rates matter for eCommerce brands, number of comments for blogs and usage frequency for SaaS brands.

Picking the right one for your business is imperative, because not every metric is worth tracking. Not every metric is germane to your brand’s goals and growth. In fact defining just a few metrics to guide you or your team is better than defining too many risking information overload.

Tools to help you track your user engagement metrics

After knowing the what and the why, the how is what completes the circle of growth. In this case the how is by investing in analytics tools that will make it easier for you to understand how your users engage and use the results to improve your brand.

Once you can measure it, you can improve it.

  1. Opentracker:

Image of Opentracker's dashboard Image of Opentracker’s dashboard

This software can be used on your website or app. It will give you a detailed overview of where your visitors come from, what keywords they use to find you, and how long they stay on your site, how many times they’ve visited, if your link was shared, and even the city they’re from. This is the holy grail for measuring your user engagement, you have everything all on one, – metrics that will greatly improve your SEO efforts, better-target your ads based on their profiles, and overall brand performance.

Book a free consultation with OpenTracker to get started!

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2. Google Analytics:

This software is the swiss army knife of analytics. It can be integrated with Shopify or Oberlo – it helps you measure performance, segment traffic based on actions, and understand how many actions are performed.


This is a heat map tool that helps you see what needs to be improved on your website. It helps you determine if people reach important content, follow the main links, buttons, and CTAs, and/or experience issues across devices while browsing your site. When you use heatmaps on business-critical pages (including your homepage, product and checkout pages), you make sure you are always creating a great experience for your users.

4.Survey Monkey:

This is a survey software that can help you create custom surveys to get feedback from your customers.


Two key things to always keep in mind when creating a user engagement strategy is – listen to your customers and – keep them happy.

  1. App/Website Speed: 70% of Customers say speed affects their busting decisions, if your app or website is slow or below average and you don’t improve, you are losing potential customers.
  1. Create a customer profile for your brand: Having a profile helps you target the right persons otherwise you’d be wondering why your ads are not effective. It’s because you don’t have an idea of what your ideal buyer should look like. Here’s how to do so and a cheat sheet to help.
  1. Personalizing your brand: Be relatable, customers love it when they can relate to a brand. They feel understood. Personalization starts when you can call them by name. Creating a target profile will take you a long way. 96% of Marketers agree that personalizing their brands improves their customer’s experience.
  1. Efficient customer service/support: Be reachable: Consumers are willing to spend 17% more on a company that has outstanding customer service and 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. Poor customer service/support will cost you a lot. Include a chatbox on your site, offer 24/7 support if possible, have a blog that explains Frequently asked questions/ issues about your brand and how to resolve them.
  1. Website and App design: Make your App and website easy to navigate. Clunky designs can hurt your SEO efforts; poor graphics can affect your app. Colors have a psychological effect on your visitors, so be sure to understand this and make use of color(s) that truly represent your brand.
  1. Invest in analytical software programs: Invest in software like Opentracker, survey monkey and hotjar. Track your Engagement – having an overview of the actions taken by users over time will help you improve your business continually.
  1. Learn to make your customers feel loved: Give discount codes if you can, say thank you when they purchase something, ask for opinions. Customers who already have a relationship with your brand, want to be heard and seen. It builds trust and loyalty.

In conclusion,

You don’t need to guess anymore.

You can see what your customers are dissatisfied with. You can take steps to address them.

Improve your ROI and make more profit by providing value to your customers. Understanding and satisfying your customer base is key.

Tracking user engagement is the way for you to do this.


Author : Vera Agiang

Vera Agiang is an Experienced Marketing Specialist with a demonstrated history of working with B2B FinTech and Saas companies. Follow her on LinkedIn.

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3 Ways To Increase Traffic

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How to Buy Traffic

Executive summary and article navigation

Lead Generation And How To Buy Traffic ( 3 Part Article )

We discuss 3 ways of driving traffic directly to your site, and present our findings.
Part 1 talks about paid inclusion in newsletters, and ads / banners on tech & marketing sites.

The 3 articles are:

  1. Buying targeted leads & Paid Inclusion – placement in newsletters & blasts
  2. PPC ad campaigns – adwords / google; proven source of targeted traffic
  3. Bulk traffic clicks – buying 50,000 visitors

The secret is that there is no easy way to buy traffic. There are a lot of sites and products claiming to bring you traffic, but in reality, it is difficult to arrange for people come to your website, click around, and buy something. We tried 3 techniques and share our findings with you here.

We are of the opinion that
1) PPC campaigns are a definite must
2) paid inclusion in newsletters, ads and banners, can be successful if well-placed and well-designed, & that 3) bulk targeted traffic is a scam.

Note: industry information on lead generation is somewhat guarded. Lead generation and the purchase of traffic is a complicated business, with networks and affiliate groups. There is not much info on this subject to be easily found on the internet. We present this account with a pinch of salt. We would be very interested to read about your experiences.

Part 1: Buying Paid Newsletter Inclusion

Research markets – buy advertisement

We purchased advertisement inclusion in two well-known opt-in / subscription newsletters. Both inserts were in the price range of $750 – $1000.

For both campaigns we provided a banner ad with text for inclusion in a newsletter published on the internet and sent out to various email lists, made up of 25,000 to 500,000 opt-in subscribers.

We were told to expect anywhere from 300 to 3000 click-throughs. From that number, 10% of the visitors might take out a free Opentracker trial, and of those trials in turn, a percentage of people would purchase website statistics subscriptions.

We created separate landing pages for each mailing, so that we can very clearly see, by url, how many people landed on each page.

Results – collect data

In both cases the numbers were lower than expected.

For the first mailing, we received 10% of the visitors we had been told to expect, but the visitors showed a high level of interest, based on pageviews.

For the second mailing we received the amount traffic we had been told to expect but less than 10% of the visitors created trial accounts. The average number of clicks was much lower, indicating that this group was clearly less interested than the first mailing group.

Analysis – study what is happening

Here are three sample variables we use to measure success in this situation:

  1. Acquisition cost-per-visitor or cost-per-lead
  2. Is traffic well-targeted? Average number of pageviews each visitor generated
  3. Conversion: percentage of visitors who follow call of action and “do what we want them to do”

Evaluating variables:

  1. The acquisition cost-per-visitor / lead was substantially higher than we had expected, i.e. whereas we pay $0.50 or $1.00 per lead on Google or Bing, we were paying up to $4.00 per lead in this lead generation campaign. A lead is a lead, however, and if they are well-targeted, they are worth the investment. Which brings us to
  2. The number of pages the visitors view. This is important. There was a large difference in the quality of the traffic. For the first mailing, the average visitor viewed 7.5 pages, and hence was likely to create a trial account. The group that received the second mailing averaged 2.5 pageviews each. The lesson is to stress the importance of well-targeted traffic. The question remains; why would one group of visitors look at more pages than another?
  3. The percentage of visitors who follow the primary call to action and “do what we want them to do” was larger for the first group than for the second. This can easily be explained by looking at the average number of pages viewed per person. The finding is that the lower the average number of pages viewed, the less likelihood of conversion.

Best landing page practices

If your campaign spans several days, experiment by changing the landing page, and comparing results. On the right, please see the places that people clicked, in order of popularity.
At one point we noticed that the average pageviews were very low, meaning that nobody was reaching our target page (the sign-up page). We changed the landing page and directed the visitors directly to the ‘create a free trial’ page. This led to an even further drop in the average number of pages viewed.
People did not respond well to being landed directly on a sign-up page.
There is a lot of literature on this subject. The challenge is to offer a well-built page which is to the point, invites exploration, and leads visitors to complete a desired action. In this case a text-link produced the best results (see diagram).

Text links were most effective at driving traffic

See the diagram above (click to enlarge). The diagram tells you what percentage of visitors clicked on each image or link on the page. The text links towards the bottom of the pages attracted the most visitors.

Conclusion: paid inclusion

You do not know what the quality of the traffic that you will receive is going to be. There is no way to guarantee that your visitors will take any action, which tells you that you need to both a) have well-targeted traffic, and b) make your site a great place to visit.

Nobody can “force” people to come to your website, look around, and make purchases. Of course, some people are paid to surf to your site, a sneaky tactic which is covered later in part 3.

What to bring – budgeting

In our experience, you need a budget of several thousand dollars to test the waters; a regular budget of somewhere between $500 and $1500 per month, or every other month. You should budget a larger percentage to continue purchasing sources of traffic that work for your site. Also budget a small percentage of your marketing wallet for experiments, to find new sources, and tap into new marketing channels.

next: Part 2 – PPC pay-per-click campaigns

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7 Powerful Customer Profile Templates For Your Marketing Campaigns

7 Powerful Customer Profile Templates For Your Marketing Campaigns

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Do you know why customer profile templates are critical?

They’re super important because you have better ways to spend your time than to be designing new customer profiles when you run new marketing campaigns.

In this article, we’ll be giving away examples and describe the best practices to save you time and money so you can be more effective in marketing, and measure how well your sales campaigns are working.

53% of marketers say they have “too much to do with too little time.” This means marketers need templates to automate tasks and save as much time as possible. Customer profile templates are one of the methods used to focus effort optimally and avoid wasted energy.

customer profile template

Why do you need a customer profile template ? 

Customer profile templates help you save time. They provide a pattern for you to build your customer profiles for any campaign you’re working on.

However, building a customer profile template that rightly describes your buyers begins with in-depth research.

The more in-depth the research on your customer is, the better your marketing campaign will be. And by extension, a great customer profile helps your marketing campaign target the right people.

In this article, we’ll look at four customer profile templates (examples) for B2C and three for B2B businesses. Let’s start by exploring a variety of B2C customer profile examples you can work with.

B2C Customer Profile Templates

B2C basically refers to the type of transaction in which businesses sell products or services directly to consumers.

So here are four customer templates you can use to describe a B2C customer:

B2C customer profile example #1: Animal Loving John

Our first example is from a Dribbble User. This customer profile is as explanatory as they come.

customer profile template

This customer profile layout describes the customer’s current feelings, frustrations, and his needs. All of that information in your customer profile helps you understand what role your product or service will play in the daily lives of your target customers.

B2C customer profile example #2: Rachel, The Stay At Home Mum

You can get a good idea of who Rachel is, in this example, by learning about her background, lifestyle and challenges.

customer profile template

It’s simple and easy to understand as it displays the information of the customer in bullet points and the sentences are concise. No lengthy story here to describe the customer, just some points that are easy to act on.

B2C customer profile example #3: Stressed Susan

The customer profile example #2 above portrays Rachel as a customer who has her life together. Conversely, Sarah’s life, in this customer profile example from UX Mastery, does not seem so perfect. She’s overwhelmed and in need of help.

customer profile template

Not all businesses need a customer profile that describes their customers’ challenges to this extent, but many businesses do. For example, a health-related organization will include all possible medical issues a customer can have but may not take into consideration their financial profile.

On the other hand, a financial services company will include their customer’s financial issues in a customer profile rather than focus on health or marital issues a customer may have — unless there’s some connection between such customer challenges and their services.

But in general, and for most businesses, knowing your customer’s life, business or family challenges helps you more effectively create an amazing customer profile and, in the long run, great marketing campaigns.

B2C customer profile example #4: Trendy Brandi

This customer profile example from Indie Game Girl describes how Brandi Tyler, a woman with extremely narrow feet, has searched high and low for comfortable, stylish shoes. The specific details in the buyer profile help you see the process a customer like Brandi goes through when she needs to purchase shoes.

customer profile template

Knowing the customer to this extent also provides something extra to help you fully understand their frustrations. This customer profile also includes actual quotes gathered from surveys and interviews, lending insight into the personality of the people you are trying to reach with your campaign.

As stated in the Best Practices section above, interviews and surveys should be organized in order to glean accurate information to create the best possible customer profile. Real quotes were included in the above example, giving the profile a more personal touch.

If you’re a B2B business, here are three customer templates you can use to describe a customer:

B2B customer profile templates

As a B2B brand, you’re typically dealing with professional buyers or high-level executives. This means your customer profiles should target business owners, policymakers and people who influence and make decisions in their respective industries/organizations.

So while the B2C customer profile examples above heavily focus on individual customers, the B2B examples below include more specific details about the buyer’s workplace, their job role and how important they are within the organization. And if your target buyer is not always in charge of making purchasing decisions, you need to include that detail in your customer profile as well.

B2B customer profile example #1: Technical Decision Maker

Here’s how one customer profile example from Referral SaaSquatch shows how much more information about buying decisions can be included in a customer profile. It shows that the customer is the decision-maker and also influences the organization’s purchasing choices.

customer profile template

One key difference between the B2C and B2B customer profile examples is that this example has more detail — what internal influences can affect the customer’s purchasing decision, their attitude, how long-form content is his preferred content type.

B2B customer profile example #2: John Johnson

This ClearVoice customer profile is a great example of a concise B2B buyer profile. It explains who John is and provides the necessary information about his job position as well as his capacity to make or influence decisions in his company — as a marketing manager.

customer profile template

This example shows how you can be succinct and accurate when creating your customer profile and still drive home your point about an ideal buyer. This is especially useful when you have a campaign to run on a tight schedule.

B2B customer profile example #3: Diane, The Director

The last example is one of the finest customer profile templates around, and it’s from Buffer. Meet Diane, the Director:

customer profile template

It’s a jam-packed customer profile template. One of the key features you can appreciate about this customer profile is the way the details are placed around the image in such a way that it is easy to scan through.

Looking at this, you can quickly learn everything you need to know about Diane. Outside the regular demographic information, you can learn about her goals and values, the problems she faces daily, her job role (and who she reports to), her information sources and the experience she seeks when searching for products and services.

But in general, when building your customer profiles, you need to consider the following elements — depending on whether you’re a B2C (Business to Consumer) or B2B (Business to Business) brand:

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Customer profile elements for B2C brands:

  • Customer’s personal demographics:

— What is the age range of the target customer?

— Where do they live?

— Are they all male or female or mixed?

  • Customer’s educational background:

What level of education did they attain?

— What did they study?

  • Customer’s socioeconomic status:

What is their annual income?

— Can they afford what you are offering them?

  • Job title/Role:

What is their job title and how long have they been in that role?

— Are they self-employed or salaried employees?

Customer profile components for B2B brands:

  • Value Proposition:

— How does your product or service improve their business?

— Identify the problems you are trying to solve.

  • Nature and Size of the business:

What industry category do they fall into?

— Which industry do they serve?

— What is the number of employees?

  • The Customer’s USP (Unique Selling Proposition)

What problem are they trying to solve for their own customers?

— What is your customer’s USP?

But while creating your customer profile, whether for B2B or B2C, you need to understand some ground rules (best practices) that will ensure your customer profiles make a definitive impact on your marketing. 

Here are four key customer profile best practices you should follow:

  • Focus on the rationale behind behaviours: Understand “why” the customer is doing A, B or C.
  • Humanize customers (fictional or otherwise) with a real picture: Include a headshot of a specific customer in your customer profile template. Preferably, get the headshot of a real customer from their social account (LinkedIn, Facebook, etc.) and put it on your customer profile. This helps you keep in mind, as you run campaigns, that your customers are real people; sometimes it’s easy to forget that
  • Build your marketing strategy by sticking to three or four customer profiles: Use three or four primary customer profiles to represent who your ideal customers are — because your customers don’t all have one personality. Veteran marketer Mark Schaefer estimates 90%+ of sales come from 4 to 5 types of buyers.

Identify your ideal customers and use their characteristics to build your customer profile. You can look at an existing customer’s social media profile — LinkedIn, for instance — and identify salient characteristics about them. You can also hold interviews with some of your best customers and get a better understanding of their daily lives and what makes them draw their wallets. Download a free sample script and process that helps you setup an interview and understand your customers better.

  • Weave customer information into a story: Convert all the raw, demographic data gotten from research about your ideal customer into a story. This helps your team connect better to the customer when they understand all the elements used to build the profile.

But remember, developing your customer profile is only one of the first steps of a successful marketing or sales campaign. Think of it as the cornerstone that empowers your campaign to reach your target audience and convert them into customers.

How to get correct customer profile information

The best personas are created from real surveys and interviews — not from ballpark guesses, conjecture or assumptions, says Schaefer.

You can, of course, take wild guesses about your customers and stuff their profiles with misleading data. Or you can use a tool that helps you accurately pinpoint customer data. OpenTracker is one such tool. 

Opentracker helps you profile your website visitors and helps you identify key characteristics like:

  • Your customer’s location — OpenTracker helps you identify where the bulk of your customers are coming from. The tool helps you generate accurate reports so you can target the right buyers and drive them to your business.customer profile template
  • Identify the activities of visitors on your site. Opentracker is a very robust and powerful analytics tool as it can identify users and tag them so you can follow them or look them up through time. Just enter their details directly into the Visitor’s profile. This is especially useful for email marketing campaigns and tracking hot prospects.
  • Beyond giving you details on which devices your customers are using to access your website, you can combine Opentracker with LinkedIn and/or Facebook. Learn how to build insights with Linkedin or Facebook, download the free course here.

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Capture Perfect Customer Profiles With Easy Tool

A Modern Customer Profile Template For Smart Businesses

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Marketers and businesses who use customer profile templates are smart. They know customer profiling helps them target their ideal customers accurately.

A customer profile template is a document that helps you detail critical information about your target customers. You use this information to run marketing campaigns and reach your target audience.

Frankly, you can’t keep all the helpful info about target customers in your head.

From their name, interests, down to even their religion — whatever you can think about your customer, include it in the profile.

Why? The more specific your customer profile, the better your marketing campaigns can reach your target audience.

Here’s a customer profile template you can use for your business:

customer profile

Click on this Customer Profile Template to download it, so you can fill in each column while you read on.

Now, let’s break down all the elements in the customer profile template one by one:

Four critical bits of information to build your customer profile

1. Customer demographic information.

This is market segmentation according to characteristics like age, gender, ethnicity, race, religion and education.

customer profile

This part of customer profiling helps you to anticipate customer behaviour.

The more you understand key demographics data about your customers, the better you get at determining their behaviour and designing products, services, or content that they’d find useful.

For example, an alcohol company marketing expensive drinks should only market their products to age groups above the legal drinking age who have the financial capacity to afford the products being marketed.

If your customers are within the 24-30 age range or are married with children, apprise yourself of the interests of people in that demographic, and use that information to create campaigns and products they truly value.

This brings us to the next piece of information you should consider when creating your customer profile.

2. Customer geographical Information

Your customers’ geographical information helps to segment target buyers by location so you can better serve them in a specific area.



customer profile



For example, if 70% of your customers come from London, you have no business running marketing campaigns that target people too far from that region.

But geographical information in customer profiling is based on (but not exclusive to) three major factors:

  • Geographical units:

Based on specific geographical units such as countries, cities, etc.

  • Climate:

This is segmentation that involves an expanse of land with the same environmental factors (Sub-Saharan, Pacific Coast, the Caribbean, etc.)

  • Cultural preferences:

Concerning a society’s ideas, customs, tastes, and social behaviours.

You need to mark these geographical differences in your customer profile — because people in different locations are bound to exhibit different traits and have a variety of ideas, culture, needs and wants.

So your customers’ geographical location plays an integral role in customer profiling.

More importantly, geographically segmenting your audience strengthens your marketing campaigns.

Chances are high you’ll have to create ads at some point, and advertising platforms (Facebook, Twitter, LinkedIn, etc.) will require you to provide them with your audience’s location(s) so they can better serve your campaigns to people who will be interested in them.

The more accurate the information you give them, the better they can serve your ads in locations where your customers are.

3. Customer psychographic information

Psychographic information deals with people’s hobbies, interests, and all the things they like or don’t like to do.

customer profile

Psychographics are usually confused with demographics but they’re two different creatures with their own nuances.

Demographics cover things like:

  • Age: 18-24; 25-30
  • Marital status: married or single
  • Gender: male or female
  • Parental status: with or without children

While psychology covers things like:

  • Habits: shopping behaviour, time spent on social, etc.
  • Lifestyle: loves partying, introverted, etc.
  • Interest: follows X influencers, TV stations, books, politics, etc.
  • Values: family, religion, etc.

Difference between demographics and psychographics

CB Insights designed an infographic that demarcates the difference between demographics and psychographics:

customer profile

In essence, demographics speak to who people are naturally, while psychographics speaks to how people behave, their personality and their emotional triggers.

So the psychographic section of your customer profile helps you identify your customers based on their interests, values, lifestyles and personality traits. And this will enable you to better develop and market products that match your customer interests, hobbies, and values.

Put another way, customer psychographics put more emphasis on your customers’ psychological factors, while focusing on only behavioural qualities as opposed to raw data as you acquire demographics data in your customer profile.

4. Socio-economic customer information

This is a type of demographic classification that examines the aspects of income, occupation and household description.

customer profile

You should consider certain fundamental variables when creating the socio-economic segment of your customer profile.

These socio-economic segment elements include:

  • Income: wages, salaries and any other source of earning flow. When creating your customer profile, consider your target customer’s average income. Know if your potential customer has the expendable income for your product or service. Know whether your product is indispensable to your customer.
  • Education Level: What level of education does your ideal customer have? Does it suggest anything about their relationship with your product?
  • Occupation: Are your customers employees or business owners? Does the customer’s job have anything to do with your product? If yes, does it facilitate their use/need of it or not?
  • Home Environment: Where does your primary target audience live? What are the key characteristics of their area, city or state? Does their home environment suggest they might be in a particular economic class? What notable influences does the home environment have on the customer?
  • Household Description: Consider the size and description of your customer’s household. Are your customers, on average, married with kids? Are they single, living with a partner or engaged?

That’s not all. You should further divide the socioeconomic segment of your customer into socio-economic classes (SEC) — which is a social classification that’s based on occupation.

Your chances of meeting the needs of your ideal customer and selling products or services they can afford become significantly higher when you understand what level of the socioeconomic class they occupy.

One of the most popular formats used to divide socioeconomic classes is the social grading system created by PAMCo. This system, according to PAMco, has been the research industry’s source of social grade data. The system provides a statistical socioeconomic diversification of households in six main classes.

The six main classes are:

  • A – Upper Class: Higher managerial, administrative and professional, such as executive directors, doctors, lawyers, and all high-end employees.
  • B – Middle Class: Intermediate managerial, administrative or professional position.
  • C1 – Lower Middle Class: Supervisory, clerical and junior managerial, administrative and professional.
  • C2 – Skilled Working Class Skilled Manual workers, such as construction workers, and so on.
  • D – Lower Working Class: Semi and unskilled Manual workers, such as mechanical trainees, or shop workers.
  • E – the Lowest Level Of Income Earners: State pensioners, casual and lowest grade workers, students and unemployed with state benefits.

How to get accurate customer profile data

You could guess all the customer information you need or you can view real analytics of the people who have been visiting your site. The latter is clearly the better option.

And this is where Opentracker comes in. Opentracker is an analytics tool that lets you track your website visitors and collects accurate data about them.

customer profile

You get all the customer profile information you need, including:

  • Customer socioeconomic information: Your visitors’ average income, the company they work for, their job roles, etc.
  • Psychographic: See how your customers respond to your campaigns. Do they flinch at products or services within a particular price range? Do they get sceptical and start asking questions? Or do they just buy it once they’re convinced it’s a good deal for them? You can find these answers and more with Opentracker.
  • Geographical information: Where (locations) your traffic and highest converting traffic comes from.
  • Custom data: You can search for data that’s specific to your business: With Opentracker we build data-driven customer profile’sSchedule a call to find out how.
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Choosing Search Terms

Choosing Search Terms

In this article you will find information about:

  • Search Terms and Best Strategies for Choosing Terms and Keywords
  • The importance of choosing icon for choosing search terms
  • Opentracker Search Term tracking
  • the right search terms & keywords
  • How to choose search terms
  • The role of words & language in your website
  • Search terms and Search Engine Optimization (SEO)
  • Improving your traffic by choosing the right terms
  • Paying for keywords & search terms
  • Tracking individuals by search term with Opentracker
  • Search term pay-per-click (PPC) & ad campaign management

Search term keywords e.g.

Search terms, also referred to as keywords, are the words, terms, and phrases that visitors use to find your site.

There are many ways to work with search terms and keywords. For example, selection of keywords when creating and managing ad campaigns. Sponsored listings are best managed by careful selection of search terms and keywords and everything that revolves around keywords which competing sites often bid for in terms of cents-per-click. Therefore you need to choose the right words to be effective.

A second example is building the correct words into your site’s text and including them in your site’s meta keyword list for search engine spiders to find and index your site. Besides that, it is also important to include relevant words in your page titles. Building the correct phrases and terminology into your site will allow your site to come up as results in search engine queries. This process is known as search engine optimisation (SEO). Furthermore, research suggests that a very small percentage of internet surfers click on sponsored results. The majority of surfers are interested only in the actual search results. Therefore, it is important to include the right search terms, phrases, keywords, etc, in your site content. This will make your site easier to find.

With well-managed and ongoing efforts, your site will climb steadily higher in search engine results.

A case study

In order to increase our traffic, we added the phrase ‘search terms’ to our Google Adwords campaign. Since then we have had a lot of visitors and traffic looking to research and learn about ‘search terms’ and ‘keywords’. Therefore we have posted this article here.

Here are a few of the most used search phrases that visitors typed in to find us:

  • ‘search terms and strategies’
  • ‘search term tracking’
  • ‘best search terms’
  • ‘top 50 search terms’
  • ‘search term suggestions’
  • ‘popular search terms’
  • ‘search terms count how often each word is typed’

If these are the questions;

  1. Which search terms or keywords do I need to use to publicise my website?
  2. Should I pay for search keywords? Which keywords should I pay for?
  3. How do I figure out what are the most direct words that will lead traffic to my site, and also lead people to what they are looking for?

Then we have the answers!

More importantly, we provide the information needed to make search term and keyword-related decisions.

To get an overview and understand what our search term tracking function can do for you, login to our demo and look at our list of Top Search Terms.

This will show you all the search terms that visitors have typed in and used to find Therefore, by using our search term function, you can compile the same information for your site. You can even see the page. For example, you can view the Google search term that a visitor pulled up before clicking through to your site.

The demo will give you an overview of our sector of the internet; hit counters, web stats, visitor tracking, click-stream analysis, etc. Specifically, the demo will show you what people interested in this subject are typing into search engines.

Visitors by keyword

Our focus, however, is on Visitors. We are building tools to help you understand what people have in mind when they are surfing. Therefore, using Opentracker, you can examine individual visitor clickstreams, based on the search terms that the visitor used to find your site.

(login and look at Visitor search terms)

This function lets you see exactly how a person who typed in a specific search term navigated through your site. In terms of conversion rates, you can see how visitors or customers who entered with a specific search term behaved. Did they make a purchase? Did they subscribe as well? If you are selling products or services on your site, this type of information will tell you exactly who your market is. More specific examples involve determining why traffic is or isn’t following a certain path or click-stream through your site.

Another example is managing campaign words: we might see that a person who typed in ‘free hit counter’ went directly to pricing and navigated away from our site. If this happens repeatedly, we go into our Google Adwords campaign, and we delete the word ‘free’ from our search terms, so that we get fewer visitors looking for free hit counters.

One way to find out what search terms are the most appropriate for your site is to install our code and record all the search terms used to find your site. That’s why one of our campaigns is called ‘Stop guessing. Now you know.’

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5 Key Email Marketing Statistics of 2020

5 Key Email Marketing Statistics for 2020

If you want to improve your business, you need to look at email marketing statistics. Doing so allows you to see how customers feel, what they want, and you can learn how to adjust your business to their needs. From mobile usage to advanced email deliverability metrics, email marketing covers a wide range of information.

Keep these five statistics in mind for the coming year.

1. Mobile Usage

People use their phones to access the internet and to check their emails. However, how many people check their emails through phones compared to their other devices?

5 Key Email Marketing Statistics


Interestingly, more than half of the users check their emails on their phones, but more than half of revenue comes from purchases on desktop. So what does this mean?

  • Users prefer to check their emails on their phones.
  • Customers use multiple devices during the purchase process.
  • People make more purchases on their computers.

These statistics show that customers will most likely use more than one device during the purchasing process. If this wasn’t the case, the statistics for checking and revenue would match up better. Due to this, you know that your emails need to display correctly for mobile users while providing an effective purchasing experience for other devices.

2. Days for Emails

Timing matters when it comes to email marketing. You want to send your emails on a day that will work for your customers. Some people receive emails throughout the week, so they could easily miss your email if you don’t send it on a day that works for them.

5 Key Email Marketing Statistics


As you send emails closer to the start of the month, you will receive higher open and click rates. This means that customers will open your emails and they will click on the links inside. This gives them further interaction with your company and increases the odds of them making a purchase.

Keep in mind that you should consider other aspects of time when it comes to sending your emails.

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3. Times for Emails

The time of day matters when it comes to sending emails. You want your customers to receive them at a time when they will most likely check their inbox. This will help you to find a time when they can see and open your emails. If they receive hundreds of emails a day, then yours could easily get drowned out by others.

5 Key Email Marketing Statistics for 2020


As you can see, 8:00, 13:00 (1:00 p.m.), and 16:00 (4:00 p.m.) bring in the highest numbers for open and click rates. If you consider people with a 9-to-5 job, this means that people check their emails before work, during their lunch break, and right before they go home.

The days and times may vary depending on your audience. While these stand as general guides to help you find the right time, you should test it out for yourself. By testing it, you can find more data that directly applies to your customers so that you can find the right email time for them.

4. Why Customers Open Emails

People don’t open every email that they receive. However, there are reasons why they will open emails, so you need to find out why people open emails.


The name of the sender, the subject line, and the offer stand as the three biggest reasons why customers will open their emails. This makes sense when you consider the reasons.

  • The sender name lets them know if they can trust the person.
  • The subject line tells them the information so they can decide if they’re interested.
  • An offer gives them an incentive to read the email.

This means that you need to gain the trust of customers, give them relevant information, and give them an offer. Try to hit these key points whenever you send out email campaigns to your customers.

While you want to benefit from email marketing, you want to provide something that benefits your customers. You could try some easy little tips and hacks for email marketing that your customers would read your email.

5. What Bothers Customers

While you want to appeal to customers, you also want to avoid anything that customers don’t like. Negative impressions can have a lasting impact on customers, so you want to do what you can to make your email marketing as good as possible.


This image points out five major mistakes that you should avoid when it comes to your email marketing. By looking at these points, you can figure out what will keep customers satisfied.

  1. Optimize recommendations to make them as accurate as possible.
  2. Double-check the offer for expirations or mistakes.
  3. Spell the customer’s name correctly.
  4. Make sure the customer doesn’t already have the item.

This will help you to avoid frustrating customers so you can avoid losing them. As you do so, you can provide them with an excellent email experience and keep them as a returning customer.

6. Conclusion

Email statistics can help you to improve your marketing strategy. Statistics show you how customers behave so that you can figure out what they want. As you provide for the needs of your customers, they will want to interact with your business. Continue to build trust with your customers by providing them the information and services that they want.

Evaldas Mockus is an Experienced Search Engine Optimization (SEO) Specialist with a demonstrated history of working in the information technology and Saas companies. Currently, he is associated with Omnisend, an e-commerce marketing automation platform built for growing e-commerce businesses.

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What Is Churn Rate? Define and Calculate Churn Rate.

How to Calculate Churn Rate: A Comprehensive Guide


Calculating churn rate can be intimidating.

But it’s something no SaaS or subscription business can escape. You have to know how many customers leave at some point — so you can determine why there is a problem and if the effort to fix it is worth the effort.

(Un)fortunately, there are several ways to calculate churn, which have led to a lot of complexities. But at the same time, it’s necessary and important to understand the different ways to calculate churn rate — as long as they help you improve retention and revenue.

Moreover, each calculation method has its own usefulness. For example, you can calculate the churn you experience on:

  • a specific cohort (a group of users)
  • based on revenue or customer numbers
  • a monthly basis
  • quarterly/yearly basis
  • a seasonal basis

Each method has its churn rate formula, so let’s take them one-by-one:

3 churn rate formulas to calculate how users leave

At its core, calculating churn is controlled by the following formula:

In essence, you divide the number of churned customers in a period (month, quarter or year) by your total number of existing customers in that period.

churn rate

Now let’s explore the different methods for calculating churn:

1. The cohort analysis method

First, ‘cohort’ simply connotes ‘group.’ So when you identify churned customers by a common group they belong to, you’re basing your churn estimation on cohorts (groups) of users.

For example, you can get cohorts (groups) of lost customers who signed up in the same months. That’d look something like this:

Customers who signed up in May and left before September.


Users who signed up in April but left in nine months (see the gif below).

churn rateSource The lifespan of groups of users based on their signup months


You get the idea. Monitoring groups like this helps you understand activities you should be pouring more or less of your marketing/advertising investment into. The result?, You get to cut churn and improve profit. Reducing churn by 5% can increase profits by up to 125%!.

Compute churn rate (through the aforementioned formula above) for every month and you’ll get the churn rate for each cohort; more on this in #2 below.

2. The monthly % churn method

This one is clearly the simplest of all churn calculation methods:

churn rate


And while it might look too simplistic to be effective, this is the churn calculation type that anyone in your organization can compute; they simply divide the number of churned customers in a month by the number of customers you had at the beginning of the month.

The result they get reveals churn rate.

But you might be surprised at how many complex monthly churn rate calculations are flaunted online today. Some of them are indeed necessarily complex, but many others? Not so much.

The chief argument complex calculation users purport is that fluctuations occur in your number of existing and lost customers during the month and your formula needs to account for those numbers. They’re right, but a much simpler way is to use the cohort method to derive monthly churn.

Compute your churn rates month-after-month, back-to-back, and you’ll discover you’re already accounting for all new, existing and churned customers in your computation.

For example, say your existing customers in May are 10,000 but by month’s end, you’ve lost 500 of them. Also, during the month, you added 1000 customers out of which you also lost 50.

 How to solve this complexity:

By now, your churn situation is not so simple anymore. So at this point, it’s clear you can’t just use the simple churn calculation method to get accurate results; here’s how your churn calculation for the month of May would look:

churn rate


You kick off the following month with the number of customers you ended with last month, minus the ones you lost (i.e. 10k customers from May – the 500 you lost + the new ones you added in the month).

And since you’re growing, let’s say during the month of June, you acquired another 700 subscribers but lost 60 of them. Again your churn and existing customer numbers have changed, so you can’t just apply the aforementioned monthly calculation method.

So a better monthly churn calculation formula is:

churn rate

This way, your calculation encompasses all existing, churned, new and newly churned customers throughout each month.

So let’s continue with our example, assuming:

  • we bring in existing customers (minus churned in May) at the end of May,
  • lost 500 of them at the end of June,
  • added 700 customers in June,
  • and lost 60 of them.

Here’s the math:

churn rate


In general, here’s the monthly churn calculation for both months:

churn rate


This way, you realize that every lost, new or existing customer that wasn’t accounted for in a certain month computed into the next and was duly accounted for.

3. Quarterly churn

As a product marketer or customer success manager, monthly churn rates can be all you need to keep going about your day-to-day. But CEOs, CMOs, investors, board members and those higher up the chain need more solid and broader reports to make their decisions.

That’s where quarterly churn reports come in.

It’s simple. After computing the monthly churn rate as in #2 above, simply add up the churn rates for every three months.

This formula works for that:

churn rate


X is the computed churn rate for each month (using the calculation method in #2 above)

N is 3, representing the no. of months in a quarter

A slightly more complex formula (which most businesses don’t need) is to compute the numbers of existing, churned, new, and churned new customers in all the three months in a quarter and divide the result by the ARR at the start of each month.

Comprende? Here’s how it looks in a formula:

Quarterly churn = CCn / EC


CCn is the number of churned customers at the end of every month in the quarter

EC is the number of existing customers at the start of each month

On the other hand, a wrong way to measure quarterly churn is calculating churn in the quarter’s first month and multiplying that by three.

It would have been an accurate calculation method if there was no growth in the quarter, or if all numbers of existing customers, churned users, new users and lost new customers were constant from month to month.

But that never happens. All the numbers change too frequently.

4. Annual churn

Like quarterly churn, execs and board members use annual churn to set forecasts and make company-wide decisions.

Once you’ve understood how to calculate monthly and quarterly churn rates, computing annual churn is the easiest thing to do.

But you must use the monthly churn calculation method in #2 above — since it accounts for all customers (existing, lost, and new) every month.

So here’s the formula to calculate annual churn:

Q1 + Q2 + Q3 + Q4 = Annual churn rate.

Where: Q represents the churn rate of every quarter.


M1 + M2 + M3 + M4 …… + M12 = Monthly churn rate.

Where: M represents the churn rate of every month.

And this is clearly different from just multiplying one rate by 3 or 12 to arrive at your churn rate; that’s not helpful as it would ignore all the growth/fluctuations you experience throughout the months in a year.

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Calculating churn based on revenue?

If your SaaS business has more than one price or contract size, an enterprise churned customer may not represent the same value as a small business churned customer. SaaS businesses that have tiered pricing need to take the loss of revenue per customer into account.

To do this you will need to replace the above formulas with revenue units (i.e. dollars or euros). Churn can then be expressed as lost revenue offset by growth of new customers in terms of new revenue.

And contract terms also influence churn. A contract that renews on a yearly bases churns much less than a contract that renews on a monthly basis. Understanding this can validate up to a 30% discount for contracts that renew just once a year!

What’s the best way to calculate churn?

In general, it’s best you keep it super simple.

And that’s why this guide centres on simple but accurate calculation methods.

Stick to a calculation method that’s easy for anyone and everyone in your organization to compute; such that if your CEO, for example, isn’t great at numbers, she could still ascertain your churn rate without anyone’s help.

And you’ll know your calculation method isn’t too complex when stakeholders who need to compute it themselves don’t complain that it’s too complex.

What is a good churn rate?

You don’t want churn to occur at all, but we know that’s not going to happen.

But then, you want it to be as low as it can be.

So what’s it going to be? 5%? 7%? 10%?

A good churn rate is somewhere <12.30%, but a nice sweet spot is anything around 5%.

Whatever it is for business, it shouldn’t exceed the “healthy threshold” — the threshold that allows you to make enough profit to pay all salaries/other company expenses and live the life you desire.

Save yourself the stress

Let us handle your churn (and other SaaS metric) analyses.

Your business is different from every other business, regardless of how similar a lot of them look. We’ll help you accurately compute your churn and retention metrics — so you can focus on other important aspects of your business.

Here are three key ways we help you:

  1. Measuring what matters

If you haven’t already discovered the metrics or OKRs that directly influence your churn and retention rates, we help you find them. The metrics we find help you to:

  • focus your resources on what matters most in cutting churn
  • track your work and focus results towards achieving your goals
  • enable large groups to work together in alignment
  • go the extra mile (if need be) to achieve goals you probably thought were impossible
  1. Speed & agility

We provide incremental steps that help to deliver value in a timely manner. Our agile process helps us deliver work in small, but usable, increments.

  1. Simplicity & accuracy

From this guide, you can tell we prioritise not only accuracy but also simplicity. We implement procedures that help to curb the complex steps in computing any metric. In the end, we help you reach desired churn and retention goals.

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