Google Analytics Academy

Conversion

A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter and a purchase

Filter

A configuration setting that allows you to add, remove or modify your data during processing before it is displayed in your reports.

View filter

A configuration setting that allows you to add, remove or modify your data during processing before it is displayed in your reports.

Goal

A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or mobile app.

Data Set

A container that holds the data you upload to Analytics.

Dimension Widening

A data import process that allows you to join data from external sources with your Google Analytics data to for reporting and analysis in Google Analytics.

Dimension

A descriptive attribute or characteristic of data. Browser, Landing Page and Campaign are all examples of defaults

Roll-Up Reporting

A feature of Roll-Up Properties, which aggregate data from multiple source properties into a single property.

Measurement plan

A plan that defines your business objectives, strategies and tactics that support the objectives, KPIs, segments, and targets for each KPI to understand if youre reaching your goals. can help guide what Google Analytics data you'll want to collect and analyze to support your app marketing goals.

Content Grouping

A roll-up of content in the Behavior reports that groups several pages or screens together to better reflect the structure of your site or app. allow you to view and compare aggregated metrics by content group name, as well as individual URL, page title, or screen name.

Channel Grouping

A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. allow you to view and compare aggregated metrics by channel name, as well as individual traffic source, medium, or campaign name.

Reporting API

A set of protocols and tools designed to extract data from your Google Analytics account into custom scripts or programs for more automated and efficient reporting and analysis.

SDK

A set of software development tools used for Google Analytics tracking on mobile applications.

Hit

A single-pixel image request that is used to send data to Google Analytics. Each time the tracking code is triggered by a user's behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged and sent to Google's servers. Examples include: page tracking event tracking ecommerce tracking social interaction

First-party cookie

A small text file stored on a user's browser to distinguish the it from other browsers that store different cookies. Since a first-party cookie is associated with the domain of the site a user visits, it cannot be read or edited by third-party sites.

Tag

A snippet of JavaScript that sends information to a third party, such as Google. The Analytics tracking code is an example of a tag.

User ID views

A special type of reporting view that only includes data about the subset of traffic that has a user ID assigned.

Measurement Protocol

A standard set of rules for collecting and sending hits from any digitally connected device to Google Analytics.

Property

A sub-component of a Google Analytics account that determines which data is organized and stored together.

View

A subset of a Google Analytics account property that can have its own unique configuration settings. You can create multiple ...... for a single property and modify what data shows in each view.

Segment

A subset of sessions or users that share a common attribute. Segments allow you to isolate and analyze groups of sessions or users for better analysis.

Custom Dimension

A user-defined descriptive attribute or characteristic of datamensions can be used to describe data not included in the default dimensions in Analytics.

AdMob

AdMob is one of the worlds largest mobile advertising platforms. You can use AdMob to either promote your app within other apps, or monetize your app by hosting ads from other businesses.

Pageview

An instance of a page being loaded (or reloaded) in a browser.

Google AdWords

An online ad-serving technology that lets you advertise on the Google Search results page and on the Google Display Network.

In-app purchases

Any purchase of a virtual goods within an app. This could include a sword that gives you more power in a game, a key that unlocks features in a free app, or virtual currency that may be used for purchases.

Interaction

Any type of engagement activity (e.g. navigating to a new page on a website) from a user during their session on your site or mobile app.

Interstitial ads

Full-screen pop-up ads at the entry or exit points of your app, or between levels. Interstitial ads can be visually striking, incorporating images, videos, and links to other websites.

Remarketing

Google Analytics feature that lets you deliver targeted ads to users who have already been to your site or app. lets you target ads based on behavior users displayed during previous sessions.

Google Play

Googles official store and marketplace for Android apps, games, and phones and tablets.

Source / Medium

Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). Source/Medium is a dimension that combines the dimensions Source and Medium. Examples of Source/Medium include google/organic, example.com/referral, and newsletter9-2014/email.

Reporting

The component of the Google Analytics platform that gives you access to your processed data via the Google Analytics interface or the APIs.

Configuration

The component of the Google Analytics platform that manages how your data is processed.

Collection

The component of the Google Analytics platform that manages which data is collected for your site, mobile app or other digitally connected device.

Processing

The component of the Google Analytics platform that organizes raw data into users and sessions, adds data from other sources, and applies configuration settings to transform the raw data into database tables for reporting.

Data model

The model used by Google Analytics to organize how data is collected. This can be thought of as a hierarchy of users, sessions, and interactions.

Universal Analytics

The newest Google Analytics tracking code that collects data from any digital device. ... simplifies the set up of tracking code and configurations.

Sessions / Visits

The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

Sampling

The practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. ...is widely used in statistical analysis because analyzing a subset of data gives similar results to an analysis of a complete data set, but can produce these results with a smaller a computational burden and a reduced processing time.

Metrics

The quantitative measurements of your data.

Metric

The quantitative measurements of your data. Metrics in Google Analytics can be sums or ratios.

Permission

The right to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. In order to use certain features in Analytics, you must have the appropriate permission. There are 4 permissions: Manage Users Edit Collaborate Read & Analyze Each permission can be granted at one or more levels: account, property or view.

Users / Visitors

The unique browsers that visit your website or mobile app.

Key Performance Indicators (KPIs)

Ways of measuring how well your website or app is meeting your business goals. are usually defined and included within a measurement plan.

Android SDK

a collection of API libraries and developer tools that are needed to build, test, and debug apps for Android.

Google Display Network

a group of over a million websites, videos, and apps where businesses can advertise using a number of different ad formats such as text, image, interactive, and video ads.

Software Development Kit (SDK)

a set of software development tools that allows the creation of applications for particular hardware or software packages, or frameworks.

Tracking code

a snippet of code that collects and sends data to Google Analytics from an app or website.allows you to collect data about sessions and user engagement.

Tracking ID

a string in your Google Analytics tracking code that identifies which Analytics account and property to send data to.

Event

a type of hit used to track user interactions with content. Examples commonly tracked include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays.

Search ads

ads that appear on search engine result pages, and that targeting users based on what search terms they used.

Attribution

allows marketers to quantify each channel's contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a display ad or a blog. A marketer uses attribution to appropriately distribute monetary credit for purchases among the many marketing channels that may have contributed to each sale.

Google Analytics

an online platform that lets you to collect and analyze behavioral data about how users engage with app or website content. This data can offer insights about your audience to help you better target your ads and improve your app or website design.

Roadblock

any issues that prevent users from accomplishing a desired behavior in your app. could be a design issue that discourages users like a complex registration process or a technical issue that users experience on particular devices or operating systems.

Dimension

attributes or categories of data with different values. For example, an app developer could use the dimension "Screen Name" to categorize the various screens a user might visit like "High Scores" or "Level 3."

Audience List

collections of anonymous identifiers collected by Analytics when users visit your app or website. You can use these identifiers when setting up a remarketing campaign to target ads to users. must have the Advertising Features tracking code enabled to use

Goals

help define and measure target objectives you want users to complete. You can set up........ to track any conversions such as users reaching certain game levels or spending a particular amount of time on a screen. When a user completes........ a conversion is logged in Google Analytics. can also be assigned monetary values so you can understand how much conversions are worth to your overall business.

Google Tag Manager

lets you add and update data collection tags in your app without having to push out new versions of the app. This allows you to efficiently change your app configurations without having to rebuild and resubmit application binaries to app marketplaces.

Event tracking

lets you track specific interactive elements and content within screens that might not otherwise be tracked. This includes button clicks, menu selections, mobile ad clicks, video plays, and swipes or other gestures that are independent from screen loads.

Apps marketplace

online collections of paid and free mobile apps for downloading............ collect valuable data about how many users download your app and where they come from that can help you better market your app.

Screen tracking

represent content users are viewing within an app. lets you measure screen views so you can find out which content is being viewed most often, and see how users navigate between different pieces of content.

Users

shows how many people viewed or interacted with your content within a specific date range.

Segmentation

tation is a way to separate distinct groups of users or user behaviors within Google Analytics to compare their similarities and differences. Dividing users or behaviors can help you understand the characteristics and behaviors of particular users, and market your app to potential users with similar attributes.

Display ads

the banner ads that appear on websites, videos, or within other apps. You can use ad-serving technology to automatically match display ads to websites and apps with complimentary content, or you can target specific websites or pages, user demographics, or user interests.

Freemium

the business model that offers free apps with paid upgrades to premium versions with more features.

Session

the period of time in which users actively engage with content. The default for apps is 30 seconds and for websites is 30 minutes. This means that if a user has not completed any interactions for 30 minutes, the default...... will time out.

Attribution model

the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, Last Interaction attribution assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. First Interaction attribution assigns 100% credit to touchpoints that initiate conversion paths. These are two examples of attribution models.