Google Analytics Academy
To find your Analytics tracking code, which sequence of steps should you follow?
"Admin" tab > "Tracking Info" > "Tracking Code"
Expressions Examples
1. "that are equal to" 2. "that begin with" 3. "that end with" 4. "that contain"
If the Google Merchandise Store sets up a URL goal of "/thankyou" and a Match Type of "Begins with", which of the following pages on www.googlemerchandisestore.com will count as goals?
1. /thankyou.html 2. /thankyou.php 3. /thankyou/receipt.php
Purchase Funnel
1. Acquisition 2. Behavior 3. Conversion
How to track a website
1. Create a Google Analytics account 2. Add a small piece of JavaScript
To track website behavior data with Google Analytics, which steps will you need to complete?
1. Create an Analytics account 2. Add the Analytics tracking code to each page of your site
Google Analytics can collect behavioral data from which systems?
1. E-commerce platforms 2. Mobile Applications 3. Online point-of-sales systems
What are the options for filtering data in Google Analytics?
1. Exclude data from a view 2. Include data in a view 3. Modify how data appears in your reports
AdWords lets users advertise on which properties?
1. Google Search 2. Google Display Network
The Analytics tracking code can collect which of the following?
1. How many users visited a page 2. Language the browser is set to 3. Type of browser 4. Device and operating system
Which of the following are examples of Goals in Google Analytics?
1. Making a purchase 2. Signing up for a newsletter 3. Submitting a contact information form
What are the three different campaign tags that Google Analytics requires for accurate campaign tracking?
1. Medium 2. Source 3. Campaign
Which of the following is a "medium" in Google Analytics?
1. Organic 2. CPC 3. Referral
Which of these are channels available in the default Channels report?
1. Organic Search 2. Direct 3. Display
Which of the following is a "source" in Google Analytics?
1. googlemerchandisestore.com 2. Google 3. Email
Which of the following is the correct format for a custom campaign parameter added to a URL?
1. www.googlemerchandisestore.com/?utm_campaign=fallsale 2. www.googlemerchandisestore.com/?utm_campaign=fall_sale (basically no spaces)
How many reporting widgets can you save to a dashboard?
12
If you delete a view, account administrators can recover the view using the "trash can" function within how many days?
35 days
Shared Dashboard
A dashboard that can be seen by anyone who has access to that view; can have up to 50 of these.
Private Dashboard
A dashboard that's only visible to you within that view; can have up to 20 of these.
Bounce Rate
A good indicator of traffic quality.
Google Analytics
A platform that collects data and compiles it into useful reports.
Account
A way for you to organize how data is collected from all your websites and manage who can access that data.
What best represents the hierarchical structure of a Google Analytics account from top to bottom?
Account > Property > View
User Access Permissions Order
Account > Property > View > Goal
Business Goals
Actions you want your user to take on your website.
What setting must you enable to see data in Demographics and Interests Reports?
Advertising features
Adwords
Advertising system by Google that allows businesses to generate test and display ads.
When will Google Analytics end a default session?
After 30 minutes of inactivity
Collaborate
Allows users to share things like dashboards or certain measurement settings.
Customize
Allows you to go in and modify the report content by adding metric groups, filters, or additional views, which will create a new report under the "custom" tab.
In Google Analytics, what is a "secondary dimension"?
An additional dimension you can add to a report for more specific analysis.
In Google Analytics, what is a "dimension"?
An attribute of a data set that can be organized for better analysis.
Raw Data
Back up our data
Session
Begins when a user navigates to a page including the Google Analytics tracking code; ends after 30 minutes of being afk.
What AdWords reports in Google Analytics should you use to investigate optimizing conversions by modifying bidding based on users' location?
Bid Adjustments
Acquisition
Building awareness and acquiring user interest; explore where your users came from.
Secondary Dimension
Can add another dimension to the data table for a more specific analysis.
Filters
Can be used to determine what data you want to include, exclude, or modify in each view.
Metric Selector
Can change metric of the graph.
Audience Reports
Can help you better understand the characteristics of your users.
Property
Can independently collect data using a unique tracking ID that appears in your JavaScript tracking code.
View
Can see reports for Google Analytics data collected.
How do you increase the amount of data in a sampled Google Analytics report?
Choose "Greater precision" in the sampling pulldown menu
If you wish to see if report data is performing above or below the website average, which Google Analytics visualization should you choose?
Comparison view
Reports Area
Contains all Google Analytics built-in reports.
Which report can show you how well particular sections of your website content performed?
Content Drilldown report
Pivot
Creates a table in which both rows and columns can show different dimension values for comparison.
Master View
Daily reporting and analysis
Goal Funnel
Data visualization of the different steps needed to complete that goal, and can identify where users are dropping out of the conversion process.
What would you use to compare two date ranges in a report?
Date range comparison
Which report should you use to check if users are exiting from important pages on your website?
Exit Pages report
By selecting "Share Template Link" you can share your dashboard and your data with another user.
False
Filters allow you to reprocess historical data from before the filter was applied.
False
New views can include website data from before the view was created.
False
When you create a Goal in Google Analytics, you must set up a funnel visualization.
False
Pages/Screens
Goal type based on how many pages a user views in a session.
Duration
Goal type based on the length of a user's session.
Destination
Goal type based when a user reaches a specific page on your site.
To use Analytics to track user behavior on your website, what must you add to each page of your site?
Google Analytics tracking code
Content Drilldown
Groups pages according to your website's directory structure.
Pie Chart
Helps you compare the percentages of a whole, such as how many users are on desktops, tablets, and phones.
Audience
Helps you understand your users.
CPC
Indicates traffic that arrived through a paid search campaign.
Sampling
It returns an estimate of the exact count based on a sample of your data.
Where in the HTML of your webpage should you place Analytics tracking code?
Just before the closing </head> tag of your website
Which report lists the pages of your website where users first arrived?
Landing Pages report
Edit
Lets the user make changes to the configuration settings.
Managing Users
Lets users add or remove user access to the account, property, or view.
Read and Analyze
Lets users view data, analyze reports, and create dashboards, but restricts them from making changes to the settings or adding new users.
Add to Dashboard
Lets you add a small representation of the report called a widget to an area where you can view multiple report widgets in one place.
Shortcut
Lets you create a link to the specific report.
Custom Filter
Lets you design a filter to include, exclude, or modify data.
Lets you email a copy of that report as an attachment and even schedule regular email updates.
Export
Lets you save a report to your desktop in a variety of file formats that can be imported into a spreadsheet.
Data Range Selector
Lets you select the time period in which you want to analyze report data.
Graph Annotator
Located below the line graph as a small gray arrow; lets you annotate the graph with helpful notes to add business context to your data.
Medium
Mechanism that delivered users to your site.
Education Icon
Opens up a contextual education tab with videos and useful information to teach you more about how each report works.
Data Table
Organizes data in a table broken out by acquisition, behavior, and conversion metrics for the audience and acquisition reports.
Overview Reports
Provide a high-level summary of metrics in one place.
Source
Provides more info about the medium.
Overview
Report that breaks down and compares traffic for all devices.
New vs Returning
Report that breaks out acquisition, behavior, and conversion goal metrics for new and returning users.
Browser and Operating Systems
Report that can quickly identify issues with certain browsers on your site.
Active Users
Report that can show you how many users had at least one session on your site in the last day or month.
Channels
Report that can view traffic by channel, which bundles the sources together under each medium.
Devices
Report that lets you see additional details about the devices used to access you site.
Events
Report that tracks how users interact with specific element of your website.
Technology and Mobile
Reports that can help you understand what technologies your audience uses to consume your site content.
Demographics
Reports that provide info about the age and gender of your users.
Interests
Reports that show your users' preferences for certain types of web content like technology, music, travel, or TV.
Ad Slot
See where ads are located.
Google Analytics Solutions Gallery
Share template broadly since it's a place where users can share different types of customization's like dashboards.
Goals
Show metrics based on number of goals you've configured and will only show up if you've set up goals in Google Analytics.
Performance
Shows a bar graph of data, helping to compare individual segments side by side,
Audience Overview Report
Shows a collection of Audience metrics like number of users, pages they visited in a session, average session duration, and bounce rate.
Line Graph
Shows a data point for the number of users on each hour, day, week, or month over your selected data range.
Site Usage
Shows behavior metrics like users, pages per session, and average session duration.
Exit Pages
Shows pages where users left your site.
Comparison View
Shows you a bar graph to quickly see whether each entry in the table is performing above the site average for the selected metric.
E-Commerce
Shows you transaction metrics if you've set up e-commerce tracking in Analytics.
Goal
Simple way to track conversions (business objectives) from your website.
For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?
Source and Medium
Summary View
Summary of the dimension categorized by acquisition, behavior, and conversion metrics, making it easier to interpret these metrics in the context of the marketing funnel.
Predefined Filter
Template for the most common filters you'll use.
Test Data
Test new analytics configurations
Which report would best help you identify potential browser issues with your website traffic?
The Browser & OS report
How could you discover whether users were viewing your website on mobile devices?
The Devices report under "Mobile"
If you would like to quickly generate campaign tags for tracking, what tool should you use?
The URL Builder
In Google Analytics, what is a "metric"?
The numbers in a data set often paired with dimensions.
In Google Analytics, what is the "Bounce Rate"?
The percentage of visits when a user landed on your website and exited without any interactions
Total Page Views
The sum of each time a user loaded a page on your website.
Segment
This is like a filter that you can apply to look at specific data and compare metrics.
Why is it important to keep one unfiltered view when using filters with Google Analytics?
To ensure you can always access the original data
A user with "edit" permissions at the Account level will automatically have "edit" permissions at the Property and View levels.
True
Auto-tagging is the process in which AdWords can automatically tag your AdWords URLs.
True
Google Analytics filters data in the order in which the filters are set.
True
Once Google Analytics processes the data it collects, it's stored in a database where it can't be changed.
True
You can't change data once it's been processed by Google Analytics.
True
Pointer (<)
Use this to shrink the navigation and provide more space for your reports.
Referral
Used for traffic that arrived on your site after the user clicked on a website other than a search engine.
Bid Adjustments
Used to automatically adjust keyword bids based on a user's device, location, or time.
Organic
Used to identify traffic that arrived on your site through unpaid search.
Analytics Reports
Used to perform in-depth analysis to better understand your customers and their purchase journey.
What does the "Users" metric measure?
Users that had at least one session on your site in the given date range
Location
Very useful report under the "Geo" tab that can anonymously determine a user's country or continent through their IP address.
Campaign Tagging
What marketing campaigns are tracked through.
Conversion
When a user becomes a customer and transacts with your business; shows how well you're doing against goals or revenue.
Behavior
When users engage with your business; summarize what your users do after they arrive.
Share Template Link
Will share a link to your dashboard template that can be added to any other Analytics view, excluding your data.
Share Object
Will share dashboard with any user who has access to the view.
Landing Page
Will show you which external sites are sending traffic to each of your specific pages, and potentially offer you a source of new advertising.
Which of the following is NOT a standard Google Analytics campaign parameter?
utm_adgroup
