Google Analytics - Advanced
At the top of the benchmarking channels report you can select form over
1600 industry verticals to compare your business against.
A "Hit"
A URL string with parameters of useful information about your users.
Formatting Types in Custom Metrics include
A basic integer, a decimal value, or a time-based value.
To enable remarketing in Google Analytics, what must first be enabled?
Advertising Reporting Features; Google Ads or Display & Video 360 account linking.
Content Grouping lets you
Aggregate metrics within reports based on the organization of your website.
Because we want to track which products the user viewed, which page the user is on, and the total value we'll use
All three attributes (product ID, product Type, Total Value) when setting up the Custom Dimension
Social Hits
An additional hit that can pass likes, shares, or tweet data
False
Because segments are applied before sampling, segmented data will not be sampled (false)
You'll need to set up data configuration rules prior to your data
Being processed.
Last-Click attribution model
By default, Google analytics will attribute all of the credit, or ecommerce revenue, to the last marketing activity.
If your Audience in Analytics meets the requirements for Search remarketing, it will be eligible
For both Search and Display remarketing in your AdWords accounts.
Once Google analytics has organized data by session, it can
Calculate a number of the metrics that show up in your report.
You may want to show only data for a specific campaign in a view. You can set up a custom filter to include only
Campaign data with the campaign name or type parameter you specified. Using view permissions, you can then share this campaign data with partners that you designate.
Lowercase and Uppercase filters will force the
Case to all lowercase or all uppercase, thus eliminating duplicate data.
What report groups an audience based on acquisition date and compares behavior metrics over several weeks?
Cohort Analysis report
Cohort Type lets you select a single dimension of
Cohort to reporton.
Any Custom Metric data already collected and processed will apear in reports when the active button is unchecked, but no data will be
Collected once teh metric has been made inactive.
Benchmarking-Devices Report
Compares yyour devices data to the benchmarks for desktop, mobile, and tablet traffic.
Analysis can include more complex segmentation of your data or
Competitive analysis that compares your company's performance to industry benchmarks.
Different businesses will naturally have different macro-and micro-conversions. For an online information and support site, the macro-conversion might be
Completing a guided support flow to successfully solve an issue with a micro-conversion of rating a support article.
The Top Conversion Paths report shows
Conversions and conversion value grouped by the channel combinations that led to conversion.
The Path Length Report shows how many interactions on average it took to
Convert and how much each series of interactions was worth.
If default Google Analytics tracking code is installed on different domains, Analytics will
Count these users and sessions separately
To save the Custom Metric, click
Create
If you need to track users across different domains, you will need to set up
Cross-domain tracking.
To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up?
Cross-domain tracking.
If there was data you wanted to specified exclude such as Paid Search (or CPC) traffic, you can set a
Custom "exclude" filter that will exclude all paid traffic in a particular view, as well.
To set up Dynamic Remarketing, what must first be created in Google Analytics?
Custom Dimension
To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data?
Custom Dimension
"dimension1" refers to teh index number of the
Custom Dimension created in Analytics.
Once the hit has been sent to Google analytics, Analytics will process that data into a
Custom Dimension that may be applied to reports to compare customer and employee behavior.
Google Tag Manager is a great option for managing
Custom Dimension tracking code more easily.
To collect the number of comments users posted to a website page, what feature would be used?
Custom Metric
You'll need to copy the JavaScript code to include on each page you want the
Custom Metric to be sent. Then click "Done".
Product, Hit
Custom Metrics can have which scopes (different order)
Once you click "done" on the JavaScript code you'll be take to an overview screen where you can see all of the
Custom Metrics that you have set up in the property.
You can use Custom Dimensions as primary dimesions in
Custom Reports.
Configuring Custom Reports Enables You To: Use A
Custom dimension as your primary, rather than your secondary dimesnion.
Metrics, Sequences of User Actions, Session Dates, Dimensions
Custom segments may be created using which criteria? (different order)
Dynamic remarketing campaigns can use the google merchant store data to better
Customize ads.
You'll have to create the Custom Dimension first and let it be applied to your
Data during processing in order to use it in your reports.
You can setup data configuration rules that determine how your
Data will be processed.
Similar to Custom Dimensions, you won't be able to apply a Custom Metric to
Data you have previously collected.
Measurement is all about collecting the right
Data you need to answer your business questions.
2 types of segments
Default segments and custom segments.
DoubleClick Bid Manager is now
Display and Video 360
If you create a report with the dimension "Browser version", you could add a filter to
Display only specific browsers t=in the report such as chrome.
After you finish configuring your audience and clicked apply, you can see the estimated
Number of users in the audience you just defined.
Since we want to total up pageviews, we can send a basic integer
Of "one" with each hit through formating type in custom metrics.
All Google Analytics reports are a single dimension, and the corresponding metrics for each value
Of that dimension.
You can use a filter to track activity in a specific website directory or track subdomains
Of your website in separate vieews.
MCF reports can indicate the time it took to go from initial interest to purchase. This conversion path data includes interactions across virtually all digital channels including
Paid and organic search, referral sites, affiliates, social networks, and email campaigns.
Like Custom Dimensions, each Custom Metric appears as a
Parameter of index-value pairs.
The "userStatus" variable is what the Store's custom Javascript code
Passes to the Custom Dimension to use in reports.
Metrics are based on calculations Google Analytics
Performed during processing when it categorized the data it collected into users and sessions.
If you set a filter to exclude data on a view, that data will be
Permanently removed during processing from the reports in the view and cannot be recovered.
The filters you choose to implement will depend on your specific measurement objectives so it's important to
Plan what data you want to collect before you set up your filters.
The measurement protocol lets you send data from any web-connected device like
Point-of-sale systems or web-connected kiosks to Google Analytics.
When the custom JavaScript collects whether users came from the discount URL link or not, it will
Populate that index and value variable with the user status.
What Google Analytics data can be used to define a remarketing audience?
Pre-defined Segment; Custom Segment
You can define you audience from a
Preconfigured list of audience definitions.
If you want the dimension to group data associated with a particular product, you will set a
Product-level scope.
A "transaction" hit (AKA "e-commerce" hit) can pass data to Analytics about e-commerce purchases such as
Products purchased, transaction ID, and "stock keeping units" (SKUs)
Similar to accounts, properties also have a unique
Property ID that's appended to the Analytics ID
Dynamic Remarketing with Analytics lets you target
Remarketing ads more precisely.
When you create a Custom Dimension for the first time, you'll be taken to a
Screen with Javascript to include on your website. You can copy the code, then click "Done."
To remove a segment, click the down arrow and
Select "Remove".
The Cohort Analysis report lets you examine
Specific groups of users and their behavior, to better inform your marketing.
Custom Dimensions help you define a group of metric data that's
Specific to your business and then apply that as a dimension across your reports.
Once you've set up remarketing, you can create specific "Audiences" that let you
Target groups of users based on common attributes.
Click Import Segment in the Define audience section and choose from the segments
That are available in the current property or create an audience directly form the segment picker itself.
After selecting business type under dynamic attribute linking, next Under View, select the Analytics view in which
The Dynamic Attribute data is available. Under destination account, select the AdWords account that you want to link to the Dynamic Attributes. Then click next step.
To send data to Google Analytics from a web-connected device like a point-of-sale system, what feature must be used?
The Measurement Protocol
The Google Merchandise Store can use a Custom Dimension to capture whether users are retail customers or Google employees.
The Store has set up a sppecial URL for employees to click on that identifies them as internal and applies an employee discount.
Most reports in Analytics use colums for
The associated metric data. (the other one is used for dimensions)
Macro conversions represent
The broader goals of your business.
Pageview Report
The cohort Report builds a table that shows the average revenue per user for the cohorts defined.
Many of the parameter names passed in the hit or widened with additional data get turned into
The dimensions that make up your reports in Google Analytics.
Analysis
The process of developing hypotheses based on your expectations and figuring out why your metrics match or don't match those expectations.
You can include a regular expression that recongizes the main part of the URL before
The query parameter puts it in a variable and overwrites the entire URL with that variable. This renders these page URLs identical in reporting.
After Google analytics has finished processing, you can access and analyze your data using
The reports.
Google analytics data isn't case sensitive, so pages in the All Pages report may show
The same URL multiple times.
You can only pair metrics with dimesnionns if they are both in
The same scope.
Views that have filters applied may have fewer sessions in
The sampled calculation
You can specify multiple filters that make up conditions within
The segment you are targeting.
Pageview, Event, and Transaction hits are
The three most common hits.
Distination/Pageviews and Events are
The two most common types of Goals, but you can also set up additional goals to measure user engagement.
You can mouse over the question market next to each Audience in "Define Audience" to learn more about
The users that those Audiences target.
To navigate to different views, in the Admin section use
The view selector menu.
Different businesses will implement the JavaScript tracking code into their websites in different ways, depending on
Their data collection method and what data they wish to collect.
At the top of the Cohort Analysis report are several menus we can use to
Understand whether the Google Merchandise Store is increasing product revenue.
Filters are only applied from the moment you create them and can take
Up to 24 hours before being applied to your data.
You can favorite any segments you think you'll want to
Use often and can view the segments currently selected.
In the "Create New Segments" category, you select demographics for age 25 to 34 and language contains "es" for Spanish, which fill filter the data for
Users between the ages of 25 and 34 who ahve their browsers set to Spanish.
Audiences are made up of browser cookies from
Users that visited a site with Google Analytics implemented and the remarketing tracking code enabled. This allows you to target those users.
Be thoughtful about the events you want to track to give you insight into the customer behavior on your website. If your goal is to increase engagement, you'll
Want to focus on tracking actions that demonstrate how users navigate your site and interact with your content.
With each user interaction on your website, the Analytics tracking code sends
What's called a "hit" to Google Analytics.
When a user visits your site and doesn't make a purchase, you can use remarketing to show them relevant ads on the
Google Display Network, on mobile apps, or on Google Search
Retail businesses will need to link their AdWords accounts to their
Google Merchant Center.
If you want to make it easier to manage the Custom Metric tracking code on multiple pages of your website, check out the
Google Tag Manager course on Analtics Academy.
Sessions is the second step into how google processes data where
Google categorizes hits into sessions or periods in which the user engaged with the site.
To add additional segments, click the
Grey arrow to open up the segment builder.
Configuring Custom Reports Enables You To: Report on any Custom Metrics you
Have collected.
You can upload your own data to Google Analytics including
Hit data, extended data that is stored in a Custom Dimension or Metric, and Summary data
Dimensions and mmetrics can have one of three scopes
Hit-level, session-level, or user level.
You collect data for a Custom Dimension using
JavaScript tracking code that's implemented on a page.
Interactions on your website can be as simple as
Loading a page or something more specific like clicking a video play buttron or a link.
Micro Conversions nudge users closer to your
Macro-conversions.
Google Tag Manager
Manage multiple tags for your website, Conditional firing of tags
While Google Analytics pairs dimensions and metrics of the same scope together for you in standard reports, you will have to
Manually set the scope for any Custom Dimensions or Custom Metrics you create.
You can send Custom Metrics with a particular value for every hit on a page or you can
Manually specify different values for individual hits.
When users are identified by the same Client ID across different source properties, session data for those users is usually in Analytics 360
Merged; otherwise, that session data remains separate.
You must specify at least one dimension an done
Metric to save a Custom Report.
Unlike the tracking code, which sends hits automatically, if you want to collect data from a system outside of Google, you
Must pass the data collection hits manually in a URL string.
When creating a new custom dimension, you'll first have to
Name the Custom Dimension and then define its scope.
You can specify minimum and maximum values in the integer formating type that determine whether Analytics
Will process this metric and include it in your report.s.
If a user visited the homepage of the Google Merchandise Store and then left immediately without clicking on anything, Google analytics
Will record one "pageview" hit for that user in a single session.
A channel that contributed to a conversion priod to the final interaction would be credited
With an "assited conversion" with teh Multi-Channel funnel reports.
If the filter type is false, Google Analytics
Won't apply the filter.
Custom Segments are segments that
You create and show up under "Custom".
Category lets you organize the events
You track into groups
If you want to include linked data from your source properties into your roll-up properties in Analytics 360
You'll need to re-link the roll-up property with the linked account.
If you've already selected the Country/Region of "United States in the Bookmarking Channels report
You'll see it in the location report as well.
Google Analytics Core Reporting API allows you to build
Your own reporting tools or extract your data directly into third-party reporting tools.
Macro conversions usually measure the tactics that support
Your various strategies.
Remarketing can bring users who left your site back to
Your website and encourage them to make a purchase.
The pageview of a bounced visit is assigned a session duration and Time on Page of
Zero
Benchmarketing (not google related)
comparing the quality of the company's goods, services, or processes with that of its best-performing competitors (not google related)
The Conversions menu shows the
goals set up by teh Google Merchandise Store.
Custom Metrics can have which scopes?
hit, product
Destination/Pageviews
When user lands on page of website
Event
When user performs particular action
What is "remarketing" in Google Analytics?
When users are shown targeted ads to bring them back to a website and encourage a conversion.
If employees came from the discount link, then the code will pass an
Employee value into the Custom Dimension tracking code on the page.
Different businesses will naturally have different macro-and micro-conversions. For a content publisher, the macro-conversion might be
Engaging with a particular amount of content, with a micro-conversion of clicking into an article.
Event hits pass four parameters of data in the URL
Event action, category, label, and value.
The Google Merchandise Store has a live chat button in their top navigation bar that opens a pop-up window when clicked. However this pop-up window was implemented by a third-party vendor and goes to a different URL that the Google Analytics tracking code won't track by defaut. We can set up
Event tracking on this button with the category "Outbound links", an action of "Live Chat" and a label of "Home" (or wherever the live chat button was clicked from). That way, we can tell how many times the live chat button was clicked and from what page. We can then know which web pages were causing users to seek help and work to better optimize those pages.
When does Google Analytics tracking code send a pageview hit to Analytics?
Every time a user loads a webpage.
When does the Google Analytics tracking code send an event hit to Analytics?
Every time a user performs an event with event tracking.
In a report like the Audience Overview, the "All Users" segment is automatically applied and will include
Every user within the selected data range.
You can set a filter on a view that can
Exclude particular data, only include particular data, or modify the data during processing.
Different Report types
Explorer,
When you find data that doesn't align with your expectations, your analysis can help you
Figure out the cause.
Different businesses will naturally have different macro-and micro-conversions. For a lead generation sight, the macro-conversion might be
Filling out a contact form with a micro conversion of following the site on social media.
To see data for users from the U.S. and Canada only in a view, which filter would be applied?
Filter 1: include U.S. and Canada
To enable Dynamic Remarketing, you will need to
Find your verticle attributes for Dynamic Remarketing, create your Custom Dimensions, and update your website tags, crate audiences for Dynamic Remarketing, create attributes for dynamic remarketing, and create your dynamic remarkeitng campaign in AdWords.
New vs. Returning Users is the
First step into how google processes data.
New vs. Returning Users, Sessions, Other Data Sources
First three steps Google Analytics takes when processing data (flipped)
What tpe of Custom Report shows a static, sortable table with rows of data?
Flat Table
Similar to Goals, Google Analytics assigns an index (or slot number)
For each Custom Dimension you create.
You'll see metrics fr Total Events, Unique Events, and Event and Average Value (if applicable)
For each category you set up when you open the "top events" report.
The Google Display Network's Demographics dimensions "age, gender, interest" are not eligible
For search remarketing.
Custom dimensions lets you collect data that's customized specifically
For your business.
After selecting the scope of the custom metric, you'll need to specify the
Format of the Custom Metric.
You'll need to link your Google Ads or Display & Video 360 account to
Get the most out of remarketing.
When your Google Ads or Google Marketing Platform campaigns are served on the Google Display Network, that traffic
Gets grouped in the Display channel.
If you advertise using Google Seaerch, that traffic
Gets grouped in the Paid Search channel.
During processing, when Analytics detects hit data for a goal, it calculates the
Goal completions, goal value (if you've indicated one), and goal conversion reate, and includes these in your reports.
To use multi-channel funnels, you'll need to have first set up
Goals or Ecommerce
AdWords is now
Google Ads
To set up dynamic Remarketing, you first need to link your
Google Ads and Analytics accounts, and enable Advertising features.
Account Linking: Google Analytics can link data from other Google marketing tools like
Google Ads, AdSense, or the Google search console.
A measurement plan is a way for you to align your business objectives with your
Google Analytics configuration setitngs.
You can find the list of vertical attributes for Dynamic remarketing in the
Help Center
Which of these scopes could be used for dimensions and metrics?
Hit-level, session-level, or user-level scope
Each reporting view you've created adds the data (with filters and configuration settings applied) to
"Aggregate" data tables, which are processed daily.
If the Google Merchandise Store wants to set up an event on their website to track the
"Android" link under "Brands" they can set the event category as "Navigation", the action as "brands" and the label as "android".
Ecent tracking code will pass four parameters along with the event hit. These parameters are
"Category," "Action," "Label," and "Value."
To create customized segments, simply click
"Create New Segment" beneath the applied semgment fields.
To save the Custom Dimension, click
"Create"
To set up a Custom metric, go into Admin. Select the Property in which you want the metric applied. Then click
"Custom Definitions" and "Custom Metrics" then click "New Custom Metric."
You can create your own dimensions and metrics in Anaytics called
"Custom Dimensions" and "Custom Metrics.
To set up a Custom Dimension, go to Admin. Select the Property in which you want the dimension applied. Next, click
"Custom definitions" and then "Custom Dimension." Then click "New Custom Dimension."
You can adjust the order of your filters by going into "Admin" and selecting
"Filters". Then select "Assign Filter Order".
Let's say you're the administrator of a site with multiple sub-directories based on different departments in your business.
you can create different views for each department using filters and then grant access to each view for the members of thoe departments.
Measurement includes asking questions like
"How many people are completing your customer journey", and "where are you losing or retaining customers in that journey"
Remember to test out your filters in a "test" view before you apply them to the
"Master" view.
Every time a new ID is detected, Analytics counts a
"New user" and sends it over with the hit.
Setting the Formatting Type in custom metrics to the basic integer of one will then increment the custom Metric in Google Analytics by
"One" each time a pageview hit fires.
Most common types of hits
"Pageview" hits, "Event" hits, and "transaction" hits.
Two kinds of filters
"Predefined" and "Custom" filters.
For every property its recommended to set up at least three views. A
"Raw Data" view, a "Test" view, and a "Master" view.
When analytics detects an existing ID, it sends a
"Returning user" value with hte hit.
You can import segment or share them to the Solutions Gallery by clicking
"Share Segments".
To enable advertising features in the analytics properties section, go to the Admin section, click on
"Tracking Info" and then "Data Collection." Then set Remarketing and Advertising Reporting Features to "on."
Since navigation doesn't have a direct monetary impact, the Google Store can leave off the
"Value" parameter.
Category lets you organize the events you track into groups. For your wbsite this might be
"Videos" or "Social Shares."
If you were tracking when users click a video play-button, you might have an event action category called
"Videos" with an associated action of "play.'
Unlike dimensions, Custom Metrics can only have a scope of
"hit" or "product".
Dimensions can have a scope of
"hit", "product", "session", or "user".
Google analytics could record two hits for a user in a session. For example a "pageview" hit for the
Home page, and an "event" hit for clicking the play button.
4
How many segments may be applied at once? (flipped)
You first have to name the Custom Metric. Then you have to define its scope. This is based on
How this metric will be generated.
Through event tracking, the Google Merchandise Tore can track clicks on the global navigation bar to better understand
How users navigate their website.
Google Analytics data shows information in hits such as language and page title, ad widens that data using other sources such as
IP addresses, server-log files, and other ad-serving data.
Since we know we don't want our range to exceed 1, we can set a minimum value of
0 and a maximum value of 2
For an event goal defined as playing a video, how many Goal conversions will Google Analytics record if that video is played three times in the same session?
1
If a user watches a video with event tracking three times in a single session, how many Unique Events will be counted?
1
d. Cohort Analysis report
12. What report groups an audience based on acquisition date and compares behavior metrics over several weeks? a. Behavior Overview report b. Active Users report c. Users Flow report d. Cohort Analysis report
a. Use multiple dimensions together in the same report, b. Create a report with Custom Metrics, and c. Use a Custom Dimension as a primary dimension
13. Custom Reports have which capabilities? (Select all that apply) a. Use multiple dimensions together in the same report b. Create a report with Custom Metrics c. Use a Custom Dimension as a primary dimension d. Create a report with data-driven attribution
b. Flat Table
14. What type of Custom Report shows a static, sortable table with rows of data? a. Explorer b. Fat Table c. Map Overlay d. Pivot Table
a. A filter that filters out all data and c. Dimensions and metrics of different scopes
15. Which would prevent data from appearing in a Custom Report? (Select all that apply) a. A filter that filters out all data b. Not sharing the Custom report with users in the same view c. Dimensions and metrics of different scopes d. Too many dimensions applied to the Custom report
a. Dimensions, b. Metrics, c. Session dates, and d. Sequences of user actions
2. Custom segments may be created using which criteria? (Select all that apply) a. Dimensions b. Metrics c. Sessions dates d. Sequences of user actions
Standard Google Analytics users create up to
20 Custom Dimensios while Analytics 360 customers can create up to 200.
d. 4
3. How many segments may be applied at once? a. 1 b. 2 c. 3 d. 4
A session in Google Analytics times out after how many minutes by default?
30
A session will end after
30 minutes if no other hits are recorded.
How many segments may be applied at once?
4
b. False
4. Because segments are applied before sampling, segmented data will not be sampled. a. True b. False
In Custom Reports you can add up to
5 dimensions and 10 metrics.
c. Channels
5. What report shows data segmented by channel? a. Segmentation b. Source/Medium c. Channels d. Attribution
Predefined filters allow you to include or exclude data based on traffic from the
ISP domain, IP addresses, subdirectories, or hostname, and designate how the filter will match that information.
If you have technical query parameters passed in the URL of your website, you might have
Identical pages with different addresses.
What is the maximum duration a user can be included in a remarketing audience?
540 days.
d. Display
6. Google Ads and Google Marketing Platform campaigns served on the Google Display Network are grouped into which channel? a. Paid Search b. Organic Search c. Direct d. Display
If you group the cohort by day, the date range will offer choices from
7 to 30 days.
c. All Pages report
7. What report analyzes which webpages get the most traffic and highest engagement? a. Active Users report b. Engagement report c. All Pages report d. Frequency and Recency report
b. Last marketing activity
8. In a "last-click" attribution model, Google Analytics will attribute all of the conversion credit to which source(s)? a. First marketing activity b. Last marketing activity c. Single assisted conversion d. All assisted conversions
a. Website referrals, b. Paid and organic search, and c. Custom campaigns
9. Multi-channel Funnel reports can credit conversions across which channels? (Select all that apply) a. Website referrals b. Paid and organic search c. Custom campaigns d. Television channels
What does Google Analytics use to differentiate new and returning users?
A browser cookie; a randomly-assigned unique identifier.
Sometimes analysis will be as pasic as
Identifying larger trends.
Roll-up properties in Analytics 360 don't include data that you
Import or link from another account, like Google ads
Default or System segments are segments already available
In Google Analytisc and show up under the System section.
We recommend tracking each company's website, mobile app or other device
In a separate property.
Analytics calculates the metrics that get grouped in various dimensions in two ways.
In aggregate or specific dimensions.
Which would prevent data from appearing in a Custom Report?
A filter that filters out all data; dimensions and metrics of different scoppes.
Since we are building a report to view all of the event parameters together, we should use
A flat table report in our report content, under create custom report.
What does Google Analytics call a URL that passes data parameters for reporting?
A hit.
Lowercase and Upercase filters will consolidate that page reporting and make teh data in those reports
A little neater.
Google Tag Manager can make updating the cross-domain tracking code
A lot easier.
Map Overlay
A map of the world with regions and countries in darker colors to indiciate traffic and engagement volume.
When creating a new custom report give it
A meaningful title, and you can add report tabs if you'd like.
If a user returns to a page after a session ends
A new session will begin.
You can create segments based on sequences of user interactions, For example you can segment users that viewed
A specific page and hten watched a video.
Some dimensions might organize data about a single hit, while other dimensions might apply to data
Across an entire session or individual user.
What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30 day periods?
Active Users Report
Remarketing lets you target
Ad content to users who have already visted your website.
To link your AdWords account, sign into the Merchant Center and add your
AdWords customer ID. Then you can sign into AdWrods and approve the link request from the Merchant center.
To enable Remarketing in Google Analytics, you need to first enable
Advertising Features in your Analytics property settings.
What report analyzes which webpages get the most traffic and highest engagement?
All Pages Report
New Users and Returning users are segments that will show up at the top next to the
All Users segment.
If you select Tablet Traffic and click Apply (all under segments) you'll be able to compare tablet traffic with
All of the traffic in any of your reports. These segments will be applie dto every report you open until you remove the segment or exit Google Analytics.
Data Import lets you combine offline data to the hit data that Analytics collects from your website. This will
Allow you to include your own business-specific data you collected independently to give you more context and insight in your reports.
"Value" is an optional numerical value like the
Amount of time it takes a video to load or how much a specific event action is worth.
Page Timing Hits
An additional hits that allows you to report on page timings.
When you use features like secondary dimensions or create a custom report, Analytics checks to see if there is
An aggragate table with the appropriate data. If the table doesn't already exist, Analytics goes back to the raw session data to process and compute the report on the fly.
To set up cross-domain tracking, you'll need to modify the
Analytics tracking code on every page of every site you want to track.
What will happen if a user clears their analytics cookie from their browser?
Analytics will not be able to associate user behavior data with past data collected by the tracking code; Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page.
After collecting data and after creating reports you'll go in and
Analyze the data (analyze reports)
The Google Merchandise Store can remarket to users who have viewed
Android merchandise product pages with the audience builder, that's very similar to the custom segment builder.
Since website remarketing utilizes browser cookies, creating remarketing audiences in Analytics doesn't require
Any additional tagging on your website.
When you share a segment, you do not share
Any of your data. You onl share teh segmetn.
Custom Metrics can be collected for
Any standard dimension or Custom Dimension that can't be measured by any predefined metric in Google Analytics.
Any Custom Dimension data already collected and processessed will
Appear in reports, but no data will be collected once the dimension has been made inactive.
Once the event tracking code has been added to the navigation element, every time a user interacts with that element it will pass the parameters that were assigned to Google Analytics which will
Appear in the Events reports.
During processing, Analytics will determine which scope gets
Applied to each dimension and metric.
Filters are essentially "rules" that Google Analytics
Applies to the data during processing.
Any custom reports you've previously created
Are located in underneath the customization section of the left hand bar in "Custom Reports"
To enable Dynamic Remarketing, you will need t create dynamic remarkeitng
Audiences, attributes, and campaign.
"Pages per Session" is the
Average of how many unique pageview hits the user generated during their session.
The top row of the Cohort Pagevew Report shows
Average revenue per user across all users.
A site can with a goal to get users to watch videos can extend session timeout to the
Average watch time of the videos on the site.
If a hit matches the logic in a filter, then that filter will
Be applied.
When you set up configurations like Goals or Enhanced Ecommerce, those metrics will
Be included as well
If data is excluded from a view using a filter, it may NOT
Be recovered within 30 days. (part of a true/false question)
The minimum and maximum value in Custom Metrics c an help prevent accidental large or samall values from
Being collected and affecting your reporting.
You can add report tabs for
Better organization in the create custom report section.
You can use a regular expression to add hte hostname in Analytics so that you can distinguish
Between multiple domains.
For businesses that collect data from multiple domains, it can be hard to distinguish page names in Google Analytics. In the "All Pages" report, "googlestoreamerica/index.axd" and "googlestoreeurope/index.axd will
Both show up as "index.axd"
Dimension scopes are baased on how
Broadly you want to categorize your metric data.
If a user clears their browser cookies, Google Analytics will set a new unique ID the next time a
Browser loads a tracked web page. Analytics will then count that user as "New" rather than "Returning".
When defining a measurement plan, what is the order of steps?
Business objectives > key actions > KPIs
Under Dynamic Attribute Linking, select your
Business type, this will be teh vertical you want (for example: retail or flights)
Benchmarking can help you set meaningful
Businss goals, gain insight into industry trends, and give you a baseline to measure your own business.
smart Goals are goals automatically generated
By Google's machine learning algorithms.
Events reports are found under behavior. When you open the "Top Events" report, events are organized
By category.
The Assisted Conversions report shows the total number and monetary value of assisted sales and conversions broken out
By channel. The higher these numbers, the more the channel helped assist with conversions.
When a user lands on that page or performs a specific action, the Custom Dimension will
Capture that data and send it over as an additional parameter attached to the existing hit. you can then use these Custom Dimensions in your reports.
Analytics determins new vs. returning users then it
Categorizes hits into session or periods in which the user engaged with the site.
What four parameters can be included with an event hit for reporting?
Category, Action, Label, vAlue
After you've saved your custom report, you can review it and now see the
Category, action, and label for all events in one report, as well as the total and unique events for those dimentions.
If you use Custom Metrics in conjunction with a session-level dimension such as "source/medium", think about which specific hits will
Cause the Custom Metric to increase.
It's important to understand that when data is collected and processed, it can't be
Changed
What report shows data segmented by channel?
Channels
In the "Create New Segment" beneath the applied segment fields you can add your own
Characteristics to create a custom segment.
Regular Expressions ("reg ex" for short)
Characters that you can use to identify matching text in order to trigger an action.
The metric selector under cohort analysis lets you
Choose the metric you want to evaluate for each cohort.
In order to guide what data you need to collect in Analytics and which features to set up, you'll need a
Clear measurement strategy for your business.
Through event hits you can track whether users, for example,
Click a video play button, a particular URL, or a product carousel.
If you want a cleaner report for comparison, we can turn off the All Users segment and
Click apply. This now compares only new and returning users.
Testing is the final phase of the process after
Collecting data, creating reports, and analyzing reports.
A conversion is counted once per session per
Configured goal.
Session Segments
Confined to user behavior within a single session.
You can click "Conditions from the options on the left of audience builder and create a filter for sessions in which "page"
Contains "android". When you finish configuring your audience, click apply.
Dynamic Remarketing enables you to target based on
Content or products users previously viewed on your site, related and top-performing content and products, and purchase histories and demographcis.
You can set a lookback window of 1 to 90 days. This will determine the period of time prior to
Conversion used in the report.
With the tracking code installed, Google Analytics will drop a
Cookie in the user's browser for that website and any related subdomains.
Once you know the vertical attributes you need to ues, you can set up your
Custom Dimensions using each vertical attribute as teh name of each dimension. This is how Google Analytics will know what is being stored in the Custom Dimension.
Custom Dimensions can be used as a primary dimension in a
Custom Report
Creating readable reports for decisions makers often includes developing and distributing
Custom Reports and dashboards.
The measurement protocol defines how to construct your hits using a
Customized trakcing ID and send those hits t your designated Google Analytics account.
In the benchmarking toolbar, you can select a particular region and a
Daily session size that's comparable to your own.
The customization area contains any
Dashboards, shortcust, alerts, or Custom Reports that you've created.
You can break the assisted conversions report out by the
Day of Conversion, the Day Before Conversion, and the Path Position.
You can group Cohort size by
Day, week, or month of acquisition.
The Time Lag report shows conversion grouped by the number of
Days it took from inital interest to conversion.
After you click next step in audiences for retargeting
Define Your Audience
The Analytics tracking code uses the domain of the website you are tracking to
Define it as a "site' in your reports.
In the "Create New Segments" beneath the applied segments field you segment by
Demographics, technology, behavior, session dates, traffic sources, and ecommerce if implemented.
4 types of Goals in Google Analytics
Destination/Pageviews, Event, Duration, Pages/Screens per Session
Which are Goal types in Google Analytics?
Destination; Pages/Screens per session; Duration
Session level scope includes
Device category
You might want to include only data from a particular country in a view
Devoted to reporting on that country.
If you're an agency managing marketing for multiple companies at once, you can set up
Different Organizations for each company with separate Google analytics accounts under each Organization.
The goal of attribution modeling is to help you better understand how
Different marketing campaigns and different marketing channels all work together to produce conversions.
Testing is where you try
Different solutions to problems you identified in your analysis to see if you can get your metrics in line with expectations.
Your measurement plan should include an overall business objective as well as
Different strategies that support that objective, and tactics that will help you achive your strategies.
Most reports in Analytics use rows for
Dimensions
To enable Dynamic Remarketing, you will need to create custom
Dimensions
Like standard dimensions and metrics, Custom Dimensions and Metrics can only be paired with
Dimensions or metrics from a similar scope.
Custom segments may be created using which of the following criteria?
Dimensions, Metrics, Session Dates, Sequences of Uer Actions
Both user and session segments can be built using
Dimensions, metrics, session dates, and even sequences of user actions.
Testing is critical because it allows you to
Discover opportunities for improvement and decide what is and isn't working.
Google Ads and Google Marketing Platform campaigns served on the Google Display Network are groued into which channel?
Display
Paid Search can help
Drive awareness.
You can create session segments for a Goal users completed
During the session or the amount of revenue a user generated.
After adding vertical attributes to your page tags and creating your Remarketing Audiencs, you need to create
Dynamic Attributes based on those vertical attributes and link them to your AdWords account.
Once you've added the code to your website pages, you can create your
Dynamic Remarketing audiences using the Custom Dimensions you've defined.
Cohort Size determines the size of
Each cohort.
The order you apply the filters is very important.
Each filter passes filtered data to the next filter in the sequence, so you'll want to be thoughtful about the order in which you apply your filters.
Once you have set up your configuraton, Google Analytics processes the data by checking
Each hit against your filters.
If you select "hit" as a scope for custom metrics, the custom metric will be incremented with
Each hit sent over by the tracking code and totalled up in Google Analytics.
Notice that there's an Actions drop-down menu on
Each segment.
The Google Merchandise Store may want to view data from their website and data from their mobile app in separate
Properties to analyze each data set independently.
For standard users, session sampling occurs at the
Property level, not the view level.
You can switch properties in the Admin area by using the
Property pulldown menu.
Sampling for standard users occurs at the property level, meaning that the sample set will be delivered at the
Property-level before view-level filters are applied.
Different businesses will naturally have different macro-and micro-conversions. An e-commerce sight may have the macro-conversion to
Purchase a product with a micro-conversion of subscribing to a newsletter.
Aggregate tables are used to
Quickly display the standard reports in Analytics.
Once you've set up your AdWords campaign, you'll be able to
Re-attract audiences based on the content that they previously viewed on your site.
After collecting data, you'll need to package up data into
Readable reports that you can send to decision-makers that will allow them to make important strategic decisions.
After testing, you can repeat what you learned from this process to continue to
Refrine and improve your marketing.
Long-term drops in traffic may signal new
Release problems or inability to grow your audience.
If a user clears their browser cookies, they will no longer be a part of the
Remarketing audience you created until they visit your site again.
Mobile Apps; Google Search; Google Display Network
Remarketing can show relevant ads on which Google properties? (different order)
In addition to include, exclude, and lowercase filters are other advancedfilters taht allow you to
Remove, replace, and combine filter fields in more complex ways using what are called "regular expressions".
Custom dimensions can be incredibly powerful because it enables you to
Report on particular characteristics of your users or their behavior within the Google Analytics data you've collected.
You might want to exclude any internal employee traffic from a view
Reporting on customer data.
Understanding how Analytics collects and processes data can help you better understand your
Reports and what the data means.
Setting a filter on a view helps align the data that shows up in your
Reports with your business needs.
Once data has been processed, you can't
Retroactively apply configuration settings to that data.
View filters may NOT be applied
Retroactively to any data that has already been processes (true/false question)
Filters, like all configuration settings, are not applied
Retroactively to your data.
By default, Google Analytics can NOT recognize
Returning users over multiple sessions from different browsers and devices. (part of a true/false question, answer false)
The example in this quizlet set is of a very abbreviated measurement plan, and yours will likely be
Richer and more detailed, depending on the complexity and ambition of yor business.
Sub-directories based on different departments inyour business could include
Sales, Marketing, Production
When you add dimensions and metrics in your custom report, they will need to be of the
Same scope or no data will appear in the report.
To pair metrics with dimensions, what should they have in common?
Same scope.
Segments are applied after
Sampling
After you've added your report content, remember to
Save your Custom report.
When Analytics creates dimensions and metrics during processing, it has to determine the
Scope of those dimensions and metrics in order to know how broadly applicable they are to your data.
You have the ability to generate more cusotmized reports in Analytics using features like
Secondary dimensions or by creating a Custom Report.
If you wish to design a more specific audience for your business, you can import a
Segment to use as the basis for that audience.
Channel report shows data
Segmented by channel
You can create Dynamic Retargeting Audiences the same way that we created Remarketing Audiences earlier, using
Segments from Custom Dimensions.
Click the Plus icon to add additional
Segments.
The unique ID from the Google Analytics account is how the tracking code knows to
Send hit data to the correct Analytics account.
Select "Hit" when you want the Custom Metric
Sent over which each pageview hit of Android medrchandise pages (google store)
To measure periods of user hits Analytics uses a metric called
Sessions
Metrics may be calculated in specific dimensions like
Sessions or New Users per country.
You might choose to build segments based on a specific traffic source like paid search and compare that to
Sessions that originated from email campaigns. This helps you see which types of users each source delivers.
Metrics that show up in your report include
Sessions, pages per session, average session duration, and bounce rate.
Hits can be organized into
Sessions.
Duration
Sessios that last over a set amount of time.
You can look at Ecommerce transactions or individual goals if you've
Set them up in the overview repor under the conversions section.
Once you've identified the macro- and micro-conversions, and created a measurement plan to measure your business, you can decide how to
Set up Google Analytics to collect these metrics.
If you want to track when videos are both played an paused, you will need to
Set up separate event tracking for the play and pause states of the button.
The Google Merchandise Store is a medium-sized ecommerce business. They use a single account, a single property, and 3 views for raw data, testing and production. But you'll need to decide how to
Set up your organizations, accounts, properties, and views based on the individual needs of your business.
Custom Reports can be associated with different views as well, so they can easily be
Shared by users who have access to the same view.
You can select accounts that belong to your current Organization
In the Admin area.
You can see the unique ID from the Google Analytics account you created
In the Analytics tracking code.
Multi-Channel Funnel Reports (or MCF) can tell you what role prior activities played
In the conversion process.
You can create a new custom report that allos you to view the Google Merchandise Store's event category, action and label dimensions together
In the same report.
While sessions time out after thirty minutes of inactivity by default, you can change this setting
In your configurations to better aline with user behavior on your site.
Because the URL is different for identical pages with different addresses, this page will show up multiple times
In your reports. But since they're the same page, it may make sense to filter out the query parameters so that it doesn't appear multiple times in a report.
When you save a Custom Metric for the first time, you'll be taken to a screen with JavaScript to
Include on your website.
When a user performs an action like landing on an Android-branded merchandise page, the code from Custom Metrics will send over a hit and
Incremement this metric in Analytics using the index for that Custom Metric.
Similar to "Goals" and "Custom Dimensions," Google Analytics assigns an
Index (or slot number) for each Custom Metric you create.
Index refers to the
Index number of the Custom Metric you created in Analytics.
Benchmarking-Channels report heatmap-More darkly colored cells
Indicate larger differences in outperforming or under-performing other businesses in the category you selected.
Review Heatmap- Darker Blue
Indicates Higher Results
Review Heatmap- Lighter blue
Indicates lower results.
To collect Event data from a website, you'll need to add JavaScript to the
Individual elements on the site you wish to track.
You can use the event hit parameters (action, category, label, and value) to categorize
Interactions in reports that are specific to your website.
Total Events are calculated as teh total number of
Interactions with the tracked element
When Google analytics collects data like location, device type, and browser type, it turns this data
Into dimensions that make up your reports in Analytics.
Once the hit is sent to Google analytics and combined with additional data, all of this information
Is ready for processing by the Analytics servers.
Similar to custom Dimensions, you collect Custom Metric Data using
JavaScript that's implemented on a page. When a user lands on that page or performs a specific action, the Custom Metric will be sent as an additional parameter attached to the hit.
website data collection begins with a snipet of
JavaScript tracking code that's included on every web apge of the site where you want to collect data. .
After you've set up the Custom Dimension, you must implement the
JavaScript tracking code you copied from Analytics into your website code to collect the custom data.
After you set up the Custom Metric, you must add teh
JavaScript tracking code you copied from Analytics to your website to collect the data with the hit.
Each tactic will have
Key Performance Indicators (or KPIs) that help you measure your macro- or micro-conversions.
If you click into the action, under the events label, you can see the
Labels associated with that action.
In a "last-click" attribution model, Google Analytics will attribute all of teh conversions credit to which source(s)?
Last marketing activity
One great use for events is tracking outbound link clicks that
Lead away from your site.
Custom Metrics
Let you collect metrics in Google analytics that are specific to your business.
"Build Audience" is an actions drop down menu that
Let's you build an audience for remarketing.
"Copy" is an actions drop down menu that
Lets you copy the segment and edit it for customization.
Audience lists will ppopulate in the AdWords or doubleclick account that you
Link to Analytics. These products can then be used to create ad campaigns for those specific audiences.
Bounce Rate is calculated by
Looking at users who only had one interaction on your site without a second interaction to calculate the session duration or time on page.
You can quickly combine rows that differ only by case, by using a
Lowercase or Uppercase filter.
The time lag report can give you a sense of how long your users take to
Make a purchase and potentially inform your remarketing campaigns.
You can also use filters to normalize the data in your reports to
Make them easier to use.
Example of a Macro Conversion
Making a purchase.
By comparing segments, we can analyze the effectiveness of various
Marketing campaigns that brought users to Androiid product pages.
Attribution Modeling can help you better allocate and invest your
Marketing time and budget.
You'll want to take some time to define your business objectives and how you expect to
Measure those outcomes.
When you're looking to analyze oyur onling business with Google analytics, the whole process starts with
Measurement
Google Search Remarkeitng Must
Meet criteria, must have 1000+ users, include eligible demographics,
You can set how long users are eliglbe to be served remarkeitng ads using the
Membership duration.
Filters can help refine your data and make it
More readable in your reports.
Label can help you make your event reports
More readable.
A measurement plan is a great way to document the data that is
Most important to your business.
To help you move beyond last-click attribution, Google Analytics has a series of reports called
Multi-Channel Funnel Reports or MCF
Attribution reports like the Model Comparison Tool can be found under
Multi-Channel Funnels.
Depending on your objectives and the complexity of your business, you may need
Multiple organizations, accounts, or properties, and additional views.
To better reflect how your business is organized, you can set up
Multiple properties under each Analytics account.
User Segments can span
Multiple sessions with a maximum date range of 90 days.
On websites, a session begins when a user
Navigates to a page that includes the Google Analytics trakcing code and generates a "pageview" hit.
Short-term drops in traffic may be due to
Negative press or societal content.
To compare new and reurning users in reports, you can select the
New Users and Returning Users segments.
Randomly-Generated User Identifier will allow Google analytics to differentiate between
New and returning users.
First few steps into how google processes data
New vs. Returning users, Sessions, Other data sources
If the filter can't match the criteria, the filter will
Not be applied to that data.
Custom Metrics let you collect metrics that are specific to your business and this can be the
Numbe rof ads that loaded on a page, the bandwidth that the page consumed when it loaded, or the total number of brand pageviews that each of your marketing channels leads to.
Active users measures the
Number of unique users who initiated sessions on your site over the last 7, 14, or 30 days.
In some instances, there is so much data to be joined that Analytics will show a sample
Of the data in the return report, rather than calculating all of the data that was collected.
Typically imported data to Google Analytics is exported from an
Offline business tool like a content management syystem or customer relationship management sytem into text files.
You can compare up to four segments at
One time.
If you've defined an Event goal of downloading a PDF and the user downloads the PDF five times in the same session, this action will
Only count as one conversion.
Retail Vertical Attribute. You can see that there are both required and
Optional attributes.
You cannot choose which index nubmer is assigned; they are assigned in the
Order you created them.
Google Analytics accounts are relatively straightforward. Companies could have one
Organization (which is optional), one account, and one porperty associated with that account.
Channel Groupings let you
Organize your data into customized channels.
Below the timeline, you can visualize how much each channel contributed to
Overall conversions and where those overlapped.
Once you click done on the screen with JavaScript for the Custom Domain on your website, you'll be taken to an
Overview screen where you can see all of the Custom Dimensions that you have set up in that property.
You can import segments that other users have created or share your
Own custom segments.
You can create a remarketing audience that includes users who visited a specific
Page of your website or clicked to play a video.
Hit-level scope includes
Page title
Every time a user opens a page with the tracking code, a new
Pageview hit will be sent.
Sequencies can be a mixture of
Pageviews or events.
In the table with MCF channel grouping we can see the impact of out
Paid Search campaigns and how many conversions it drove.
You won't be able to apply a Custom Dimension to data you have
Previously collected.
You'll also need to cerate some additional code to pass information like
Product ID, page type, and total value.
If the Google Merchandise Store wanted to see which products were most popular among employees and retail customres, we can open the
Product Performance report under Conversions in Ecommerce and add the secondary dimension we set up of "User Category" (our custom dimension)
If you've set up Enhanced Ecommerce within google Analytics, you can pass additional e-commerce data like
Product category, whether items have been added or removed from a shopping, and how many times users viewed a product on a website.
If you ran a marketing campaign during a specific week, you could track if it
Prompted higher revenue per user and run similar campaigns in the future.
Each analytics account has a limited number of
Properties
Label is an optional value used to further describe teh elemnts you're tracking like
The name of a video.
Google Analytics can identify users over multiple sessions, as long as
The sessions happen in the same browser on the same device.
Explorer, Flat Table
The standard Analytics report that includes a line graph and a data table, search and sort options, and secondary dimensions.
Navigate tot he property in which you want to create the dynamic attributes. Under property, click Audience Definitions, then Dynamic Attributes. Click New Attribute.
Then you'll be taken to the Dynamic Attribute Linking.
Action is the action the user took when
They initiated the event.
Limitations to note about differentiating user. Since Analytics uses a browser cookie to determine unique users over a given session
This information will be lost if a user clears or has blocked that cookie in their web browser.
Mixing the Event Category dimension with the Time on Page metric won't work because
This mixes a hit-level dimension with a session-level metric. Two different scopes.
A site with a goal to get users to watch videos may not want sessions to
Timeout after thirty minutes.
Analytics can derive the "Time on Page" by taking the
Timestamp of a pageview hit and subtracting that from the timestamp of the next pageview hit.
When planning out Custom Metrics, think about how you want those metircs
To appear in your reports.
Cross-domain trakcing
To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up? (flipped)
As you encounter more complex questions about your customers' behavior, you can create segments
To isolate subsets of data and find opportunities to improve your website's performance.
Custom Dimension
To set up Dynamic Remarketing, what must first be created in Google Analytics? (flipped)
You can define a new Audience from Scratch. The Audience Builder is very similar
To the "Custom Segment' builder.
Custom Dimension
To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data? (flipped)
You can jump to tthe category, action, or label simply by clicking on the navigation links at the
Top of the table report.
You can find Multi-Channel Funnel reports in the conversions section. In the Overview report, you can see the store's
Total conversions, as well as click-assisted, impression0assisted, and rich media-assisted conversions.
Metrics may be calculated in aggreagate such as
Total sessions, users, or pageviews.
The goal of the trakcing code is to
Track each user interaction that occurs on your website.
If you click into the category, you can see the associated Actions. This can help you view the various interaction states that were
Tracked for a Category in one place.
The Google Merchandise Store is in a big push to sell Android-branded merchandise and wants to know which marketing channels are contributing to Android merchandise pageviews. They can include
Tracking code on Android merchandise pages that fires with each pageview hit and increments a Custom Metric in Google Analytics.
Other data sources is the third step into how google processes data where it joins data from the
Tracking code with other data sources.
Cookies instaled by Google analytics make it easy to track
Traffic on a single website URL domain or subdomain by default.
When you save your Custom Dimensions, Analytics will provide you with a
Trakcing code to place on the pages where your products appear.
Once configuration settings have been applied to your data, Google analytics will
Transform the data into dimensions, calcuate metrics associated with those dimensions, and store each dimension in its own aggregated database table for fast retrieval.
Unique Events are how many users have
Triggered the event.
Configuring Custom Reports Enables You To
Use a custom dimension as your primary, rather than your secondary dimension; include more than two dimensions per row, which can be helpful if you need to export the data table into another software for analysis; report on any Custom Metrics you have collected.
Custom Reports have which capabilities?
Use multiple dimensions together in the same report Create a report with Custom Metrics Use a Custom Dimension as a primary dimension
To create a Custom Dimension for membership status (e.e., rewards level), what scope would be applied?
User
If you wish to track users across devices, you'll need to turn on the
User ID feature
Google Analytics can help you define audiences based on
User behavior and customize your campigns to increase your conversions.
Micro conversions are metrics that help you better understand the
User behavior that leads to macro conversions.
Hit will also include information like a randomly-generated
User identifier.
Cross-domain tracking will recognize when a
User navigates between related websites in the same session.
Through segmentation you can create
User segments or session segments.
User level scope includes
User type
Pages/Screens per Session
User views set amount of pages within session.
Segments applied to reports can analyze data for which of the following groups?
Users 25 to 34 years of age who have their browsers set to spanish; users who viewed a webpage, then watched a video; users who engaged in social media or email campaigns.
Event Tracking is a great way to know if
Users are engaging with your website and performing intended actions.
Examples of Micro Conversions
Signing up for an email coupon or a new product notification
Cross-domain tracking is also known as
Site linking, and it will recognize when a user navigates between related websites in the same session.
To enable Dynamic Remarketing, you will need to update
Site tags
Aditional Hits include
Social Hits, Page Timing Hits
If you click on an Audience in "define Audience", you can see an estimate of the users in
That audience over the last seven days.
Two reasons you might want to apply filters. You may need to transofmr the data
That shows up in a view.
To set up Dynamic Remarketing for a retail vertical, what must be linked to Google Ads?
The Google Merchant Center
Benchmarking-Location Report
The Loocation report compares your Country/Territory data to the benchmarks for each of the countries and territories from which you receive traffic.
The Google Merchandise Store will use JavaScript to track whetehr employees came from
The employee discount link.
Predefined filter have already been created for you in Google Analytics, you just have to select
The filter you wish to use.
URL stream and the user that triggered the hit. For example, we can see things like
The language the user's browser is set to, the name of the page they're viewing, the screen resolution of the user's device, and the Analytics ID that associates that hit to the correct Analytics account. And more
Conversions and Ecommerce transactions are credited to
The last campaign, search, or ad that refered the user.
What are macro-conversions in a measurement plan?
The main website actions users take that accomplish stated business goals
Which users could be targeted with Dynamic Remarketing to bring them back to a website?
Users who viewed a website search result page; users who viewed product detail pages; users who abandoned their shopping carts.
Audiences for Dynamic Remarketing can include
Users who viewed homepage, product pages; users who viewed search result page on website; users who viewed prodcut lists or detail pages; users who abandoned their shopping cars; or users who previously converted.
Which remarketing audiences can be defined in Google Analytics?
Users who visited a specific page on a website; users who played a video on a website; users who speak a particular language.
For Google analytics 360 customers aggregating data across domains
Using a feature called "rollup reporting" you can aggregate data automatically from multiple properties into a new combined property.
Two ways to add data from external systems include
Using the measurement protocol and linking to other Google accounts.
The date range selector has preset dat ranges that
Vary based on the cohort size.
To enable Dynamic Remarketing, you will need to find
Verticle attributes.
Let's say our business was making a push into mobile and only wanted to analyze mobile traffic in a specific view. You can set up a custom "include-only" filter on the
View for Device category and specify a value of "Mobile". The custom filter will look at the criteria specified and match it to any relevant hits that Google Analyics has collected for that view.
The Google Merchandise Store can collect product IDs from the merchandise that users
Viewed on their website and later advertise those products to those same users to bring them back to the Store website and make a purchase.
Each property has a limited number of
Views
Remarketing is a powerful way of re-engaging users who have
Visited your website, but didn't complete a conversion or make a purchase.
Every time a user performs an event with event tracking.
When does the Google Analytics tracking code send an event hit to Analytics? (flipped)
The cohort type "Acquisition Date" groups cohorts based on
When users started their first sessions with your site.
Properties having a unique property ID that's appended to the Analytics ID tells Analytics
Which hits to associate with the property.
Users who speak a particular language; users who played a video on a website; users who visited a specific page on a website.
Which remarketing audiences can be defined in Google Analytics? (different order)
If the data being shown in your reports is a sample, the data shown in your segments
Will also be a sample.
If the "filter type" is true, Google Analytics
Will apply the filter to the data.
If a user clicks on the Google Merchandise Store's navigation fo "Bags" five times in a single session the total number of link clicks for that event
Will be "five" but the number of Unique Events will be counted as "one."
You can use filters across multiple views, but be careful. If you edit the filter, those cahnages
Will be applied across all the different views to which you've applied that filter.
Be mindful about how you name your categories, actions, and labels, so when they show up in your reports, the event data
Will be easy for you and others to understand.
If you install teh same default tracking code on pages with different domains, Analytics
Will count these users and sessions separately.
If the first session times out, and the user goes back, the second session
Will include what they did after that first session.
When a user performs an action on an element with event tracking, the event tracking code
Will pass four parameters along with the event hit.
To get started with audience remarketing, click "Admin" and then "audience Definitions" under the property you
Wish to use for this audience list. Click "Audiences" then click "New Audience", select the view and account you want the audience list attached to. Click next step.
A user lands on teh homepage of the Google Merchandise store. The session begins with a "pageview" hit. then the user clicks the play button for a video that that is being tracked
With event tracking. This triggers an "event" hit. Google anlytics will record two hits for that user in that session.
Be sure to test out yoru fitlers on real-time reports to make sure they're
Working, because they may take several hours to filter all of your data.
Priaing a "hit-level" dimension like "Page Title" with a "session level" metric like "total number of sessions"
Wouldn't make sinse, since "Page Title" changes with each hit, but the "sessions" count changes with the completion of each session.
Benchmarking-Devices report, heatmap toggle
You can click a visualization button to turn the heatmap colors on and off.
Bechmarking-Devices Report, Details Toggle
You can click a visualization button to turn the metric values in the table on and off.
Benchmarking-Channels
You can compare channel data to benchmarks for each channel in the default Cahnnel Grouping.
If the dimension was organizing data for the duration of a session or for a particular user
You can set session- and user-level scopes respectively.
You don't need to sign in separately for multiple Analytics Organizations or Accounts.
You can simply select any of the Organizations or Accounts by using the account selector.
Custom Dimensions are similar to default dimensions except that
You define what they are and their value.
Account linking allows information like AdWords clicks, impressions, and cost data to be viewed in
Your Analytics account.
In addition to default segments, yyou can also create
Your own customized segments.
Analytics doesn't recognize users who visit your website from
different devices by default and will count each device as a unique user.
If you want the dimension to include every time a user visted a particular page or performed a singular action, you will need to
set a hit-level scope.
Analyze Cohorts
the other rows show average revnue per user for each cohort.
A customer could visit the Google Merchandise Store from an AdWords ad. They could return a week later by clicking onn a link in a social network. That same day, they could return a third time through an email campaign and make a purchase. All of those marketing activities worked together
to generate the conversion.
After clicking next step in Dynamic Attribute Linking, select the vertical attributes you added
to your page tags and click Save.
Benchmarking reports enables you to compare
your data with anonymized aggregated industry data form other companies who share their data.
Analytics considers each unique ID to be
A unique user.
The defautl checkbox for Add Custom Dimension is
Active
An "event" hit lets you track
Every time a user interacts with a particular element on your website.
You can import new segments that users create
From the gallery.
Path Position
The number of interactions involved in the conversion.
Value is the metric that will be attached
To the hit.
You can set membrership duration for your audience from
1 to 540 days.
a. Users 25 to 34 years of age who have their browser set to Spanish, b. Users who viewed a webpage, then watched a video, and c. Users who engaged in social media or email campaigns
1. Segments applied to reports can analyze data from which of the following groups? (Select all that apply) a. Users 25 to 34 years of age who have their browser set to Spanish b. Users who viewed a webpage, then watched a video c. Users who engaged in social media or email campaigns d. Users who have children under the age of 18
b. Assisted conversion
10. How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction? a. Primary conversion b. Assisted conversion c. Second-to-last-click attribution d. Last-click attribution
how many user cookes does an audience lsit require to be eligible for Google Ads Search Ad remarketing
1000
b. Active Users report
11. What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods? a. User Explorer report b. Active Users report c. Users Flow report d. Behavior Overview report
Let's say the Google Merchandise Store wants to set up a view with a filter to see all the keywords users searched for on their website for Android dolls. Because users might search for variations like "Android plush doll" or "Android stuffed doll", we can create
A regular expression that identifies each of these variations. We can add an advanced filter with a regular expression that recognizes any Site Search queries that contain the terms "android" and "doll".
If users arive at the website without going through the discount link that yyou set up, the code will pass
A retail-customer value into the Custom dimension instead of an employee value.
Attribution Modeling
A set of rules that determine how sales and conversions get attributed to your marketing campaigns.
A powerful part of segments is the ability to add multiple segments to
A single report for comparison.
Flat Table
A static, sortable table that displays data in rows.
When you create an account in Google Analytics, the account is assigned
A unique ID
A "pageview" hit is triggered when
A user loads a webpage with the tracking code.
Using the information of IP addresses, server-log files, and other ad-serving data, Analytics can understand things like
A user's location; specifics about their browser, operating system and service provider; their age and gender; and teh source/medium that referred them to a site.
Segmentation in Google Analytics
A way to view a subset of data in a report.
The Merchant Center
A website that lets shoppers see your online and in-store inventory.
A basic regular expression on a filter can be something as simple as
A word or a more complicated combination of characters.
You can grant user-permission at the
Account, property, or view level.
Since the Google Merchandise Store wants to track whether users are employees or not, it makes set to set the scope of their Custom Dimension
As "user" in order to track these different types of people.
Custom Dimensions can be used in which reports?
As secondary dimensions in Standard reports and as Primary dimensions in Custom Reports.
If you select "Product", the Custom Metric can incremet by whatever cost you
Assign to the product.
You cannot choose which index number is assigned; they are
Assigned in the order you created them.
How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?
Assisted Conversion
The default checkbox is to make the custom metric active. You can make these inactive
At any time by unchecking this box.
The Custom Dimension tracking code picks up values from the JavaScript code and
Attaches this dimension data in the pageview hit that users first triggered when they arrived on the page.
You can add filters to the
Create Custom Report.
If the Google Merchandise Store had Analytics 360 and wanted to use one property to track their website and another property to track teir mobile app, they could also
Create a third property to aggregate data from both the website and the app to analyze that data together.
New vs. Returning Users is first step where Google Analytics differentiates new and returning users. When a user arives on a page with tracking code, Google Analytics
Creates a random, unique ID that gets associated with the user's browser cookie.
If you have two related websites with different URLs or subdomains that you want to track in a single property, you can set up what's called
Cross-Domain tracking
When a Custom Dimension is active, what data will it affect?
Data colected after the Custom Dimension was applied.
Custom filters let you include or exclude hits from your
Data collection, format data, to lowercase or uppercase, or search and replace data collected in the hit. They do this by matching a particular filter text-pattern that you identify.
Data Configuration Rules includes implementing features ike
Data filters, goals, data grouping, Custom Dimensions, Custom Metrics, and imported data that can help you better define and analyze the data in your reports.
You can define event parameters in your Javascript to organzie the
Data in your event reports.
A user visits the store and lands on the homepage. They immediately open a new tab in their browser to view another website and they spend more than 30 minutes on that site. Then they go back to the tab with the Google Merchandise store and click the play button on the video.
Google Analytics will record two separate sessions for that user. The first including a "pageview" hit and the second including an event hit.
Remarketing can show relevant ads on which Google properties?
Google Display Network; Mobile Apps; Google Search
You can quickly see which channels perform better in Acquisition and Behavior based on the
Green up or red down arrow in the benchmarking channels report.
In order to understand a user's level of engagement with a website, Google Analytics
Groups user hits based on the time in which they were generated.
Using Channel and Muti-Channel Attribution reports, you can measure whether the campaigns for your business
Have been successful.
In the third step of processing, Google analytics will join the data collected by the tracking code, with other
Sources that you've specified.
Dimensions are just ways to categorize metric data like al the metrics for a
Specific "country" or "device type".
If you've linked your AdWords account, the report will also show
Specific AdWords data.
You can use Value to assign a specific dollar amount when a
Specific action occurs.
You can ubild a user segment that shows data only for a
Specific age range, date range, gender, or a combination of these.
View permissions provide access to
Specific data in the Analytics account.
the Cohort Analysis report lets you examine
Specific groups of users and their behavior to better inform your marketing.
You can create more advanced segments that let you match dimensions and metrics to
Specific values that you enter.
Average Session Duration is the average time
Spent from the firt hit until the last hit before a user leaves the site or the session.
Custom Dimensiosn can be used as a secondary dimension in
Standard Reports.
You can use Custom Dimensions as secondary dimensions in
Standard reports.
Once you've defined your macro-and micro-conversions, you can
Start putting together a measurement plan.
You'll have to set up separate event tracking for each element or
State you wish to track.
Summary Data lets you
Sum up any uploadec metrics and can be imported to Google Analytics.
To select a default segment, click the
System section and select the segment you wish to apply.
Configuring Custom Reports Enables You To: Include mroe than
Two dimensions per row, which can be helpful if you need to export the data table into software for analysis..
Loading a webpage with the tracking code is the most common
Type of hit sent to Analytics, and is a "pageview" hit.
You can make Custom Dimensions inactive at any time by
Unchecking the "Active" box.
When Google Analytics has determined the dimensions and associated metrics, it links this raw, unfiltered data with the
Unique property ID for your account.
Multi-channel Funnel reports can credit conversions across which of these channels?
Website referrals; paid and organic search; custom campaigns.
You can use channel analysis to better understand
What channels work for your business and which are most responsible for facilitating conversions.
You can compare segments of users who made a purchase with those that didn't, to better understand
What influences people to buy.
All Pages Report
What report analyzes which webpages get the most traffic and highest engagement? (flipped)
Cohort Analysis report
What report groups an audience based on acquisition date and compares behavior metrics over several weeks?
Active Users report
What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30 day periods?
If you onnly expect a Custom Metric to increase once per session, you'll want to design
your data collection accordingly.
