Google Analytics
When does the 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 action with event tracking
What are the options for filtering data in Google Analytics?
Exclude data from a view, Include data in a view, Modify how data appears in your reports
What report should be used to check if users are leaving from important pages on your website?
Exit Pages report
If you wanted to see reports in a view with only data for users from the U.S. and Canada, what filter would you apply?
Filter 1: include U.S. and Canada
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
What type of Custom Report shows a static, sortable table with rows of data?
Flat Table
include filters
For example, let's say your 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 filter will look at the criteria specified and match it to any relevant hits that Google Analytics has collected for that view. If the filter can't match the criteria, the filter will not be applied to that data.
To use Analytics to collect website data, what must be added to the website page HTML?
Google Analytics tracking code
Which of these scopes could be used for dimensions and metrics?
Hit-level, session-level, or user-level scope
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?
/thankyou.html /thankyou.php /thankyou/receipt.php
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
If a user watches a video with event tracking three times in a single session, the number of Unique Events will be counted as:
1
how many goals per view
20
how many private dashboards per user
20
standard Google Analytics users can create up to ____ Custom Dimensions and
20
Analytics 360 customers can create up to ____ custom dimensions
200
each property can have up to ___ views.
25
how many views per property
25
A session in Google Analytics times out after how many minutes by default?
30
session ends after ___ minutes of inactivity
30
A session ends after
30 minutes of inactivity and if the user returns after a session ends, a new session will begin.
A deleted view can be recovered by account administrators within how many days?
35
an Administrator may now recover a deleted view within ___ days
35
How many segments may be applied at once?
4
Each Analytics account can currently have up to ___ properties and
50
how many shared dashboards per view
50
What is the maximum duration a user can be included in a remarketing audience?
540 days
User segments can span multiple sessions with a maximum date range of ____ days.
90
What does Google Analytics use to differentiate new and returning users?
A browser cookie and a randomly-assigned unique identifier
exclude filters
If there was data you wanted to specifically 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.
Where should the Analytics tracking code be placed in the HTML of a webpage to collect data?
Immediately after the opening <head> tag of your website
Which would prevent data from appearing in a Custom Report?
A filter that filters out all data, Dimensions and metrics of different scopes
Enabling auto-tagging does what?
Adds Google Ads tags to campaign URLs
To locate a property's Analytics tracking code, which sequence of steps should be followed?
Admin > Tracking Info > Tracking Code
To enable remarketing in Google Analytics, what must first be enabled?
Advertising Reporting Features and Google Ads or Display & Video 360 account linking
What is not a benefit of Google Analytics Remarketing?
Allow customers to quickly reorder an item they have previously purchased
In Google Analytics, what is a "secondary dimension"?
An additional dimension you can add to a report for more specific analysis
What is a "secondary dimension" in Google Analytics?
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
What is a "dimension" in Google Analytics?
An attribute of a data set that can be organized for better analysis.
When the same default tracking code is installed on pages with different domains, what will result?
Analytics will associate users and sessions with their respective domains
If you install the same default tracking code on pages with different domains,
Analytics will count these users and sessions separately. If you need to track users across different domains, you will need to set up cross-domain tracking.
What will happen if a user clears the Analytics cookie from their browser?
Analytics will not be able to associate user behavior data with past data collected by the tracking code and Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page
what are benefits of using segments to analyze data?
Analyze users by single or multi-session conditions Compare behavior metrics for groups of users like Converters vs non Converters Isolate and analyze specific conversion paths using conversion segments
When defining a measurement plan, what is the order of steps?
Business objectives > key actions > KPIs
What four parameters can be included with an event hit for reporting?
Category, Action, Label, Value
What four parameters can you include with an event hit for reporting?
Category, Action, Label, Value
How can the amount of data in a sampled Google Analytics report be increased?
Choose "Greater precision" in the sampling pulldown menu
How do you increase the amount of data in a sampled Google Analytics report?
Choose "Greater precision" in the sampling pulldown menu
What report groups an audience based on acquisition date and compares behavior metrics over several weeks?
Cohort Analysis report
What does assigning a value to a Google Analytics Goal enable?
Compare goal conversions and measure changes to a website
You can find Multi-Channel Funnel reports in the _____ section.
Conversions
If you wanted to view data in reports by different user categories such as Bronze, Gold, and Platinum status levels, what GA specific feature would you set up to collect this data?
Custom Dimension
To set up Dynamic Remarketing, what must first be created in Google Analytics?
Custom Dimension
When selecting "Share Template Link" in the dashboard, what will be shared?
Dashboard only
What feature would be used to compare two date ranges in a report?
Date range comparison
There are four types of Goals in Google Analytics:
Destination (or Pageview) Goals Event Goals Duration Goals "Pages or Screens per Session" Goals
Using tracking code, Google Analytics can report on data from which systems?
E-commerce platforms, Mobile Applications, Online point-of-sales systems
Property
Each account has at minimum one property that can collect the data using a unique tracking ID that is listed in the JavaScript tracking code. There can be multiple properties under an account to collect data from different websites, mobile applications or other digital platforms that are associated with that business.
inspect element
Easiest way to debug or QA without the use of a tool.
view page source
Second easiest way to debug or QA without the use of a tool.
new vs returning users
In the first step, Google Analytics differentiates new from returning users. When a user arrives on a page with tracking code, Google Analytics creates a random, unique ID that gets associated with the user's browser cookie. Analytics considers each unique ID to be a unique user. Every time a new ID is detected, Analytics counts a new user and sends it over with the hit. When Analytics detects an existing ID, it sends a returning user value with the hit.
The Analytics tracking code can collect which of the following?
Language the browser is set to, type of browser, device and operating system
In a "last-click" attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?
Last marketing activity
Real-Time Reports
Let you look at live user behavior on your website including information like where your users are coming from and if they're converting.
Four different user permissions
Managing Users, Edit, Collaborate, Read and Analyze
Which three tags does Google Analytics require for accurate campaign tracking?
Medium, Source, and Campaign
campaign
NAME OF MARKETING CAMPAIGN
Step 2: Processing & Reporting
Once the tracking code is implemented, it now has the capabilities to collect the data and then it sends the information to Google Analytics for the data to be processed into reports. The data is aggregated and organized based on specific criteria.
What is not a benefit of using segments to analyze data?
Permanently modify the data in a view
What Google Analytics data can be used to define a remarketing audience?
Pre-defined Segment and custom segment
In Google Analytics, what is a "metric?
The numbers in a data set often paired with dimensions
What is a "metric" in Google Analytics?
The numbers in a data set often paired with dimensions.
In which order does Google Analytics filter data?
The order in which the filters are applied
In Google Analytics, what is the "Bounce Rate"?
The percentage of visits when a user landed on your website and exited without any interactions
What is the "Bounce Rate" in Google Analytics?
The percentage of visits when a user landed on your website and exited without any interactions
Key performance indicators (KPIs)
The quantifiable metrics a company uses to evaluate progress toward critical success factors
Narrative
The third and, somewhat, most vital part of a data story is the narrative. Narrative uses language in a format that suits our particular needs, augmenting our full comprehension of new information. A narrative is a key vehicle to convey insights, with visualizations and data being important proof points.
Multi-Channel Funnel reports - or MCF
These reports can tell you what role prior marketing activities played in the conversion process. A channel that contributed to a conversion prior to the final interaction would be credited with an assisted conversion.
active users
This can show you how many users had a least one session on your site in the last day, seven days, 14 days, and 30 days (called site reach)
Data science
This field of expertise is the interdisciplinary field of sciences, which extracts knowledge and insight from data, making it readily available. This exciting field has made significant changes to our daily lives in the past couple of decades.
View
This is where the data is collected within the reports. Each property can have multiple views.
Why is it important to keep one unfiltered view when using filters with Google Analytics?
To ensure you can always access the original data
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
Segments applied to reports can analyze data for which of the following groups?
Users 25 to 34 years of age who have their browser set to Spanish, Users who viewed a webpage, then watched a video, Users who engaged in social media or email campaigns
What does the "Users" metric measure?
Users that had at least one session on your site in the given date range
exit pages report
Shows the pages where users left your site
What report would best help identify potential browser issues with website traffic?
The Browser & OS report
What report shows what mobile devices were used to view a website?
The Devices report under "Mobile"
To set up Dynamic Remarketing for a retail vertical, what must be linked to Google Ads?
The Google Merchant Center
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
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
google analytics debugger
Using the JavaScript condole, the Debugger enables the debug version of Google Analytics JavaScript.
What is "remarketing" in Google Analytics?
When users are shown targeted ads to bring them back to a website and encourage a conversion
reasons to apply filters
You may need to transform the data that shows up in a view. For example, you might want to include only data from a particular country in a view devoted to reporting on that country. Or you might want to exclude any internal employee traffic from a view reporting on customer data.
Step 1: Tracking Your Website
You will need to create a Google Analytics account and then copy a line of JavaScript code to your website (every page). This will then track every time a user visits one of your pages and collect anonymous information about how that user interacted with the page.
What does Google Analytics call a URL that passes data parameters for reporting?
a hit
If the user returns to a page after a session ends
a new session will begin
solutions gallery
a place where Google Analytics users can share different types of customizations like dashboards. It's also a great place to find dashboard templates that you can import and then customize for your own business.
a hit
a url string with parameters of useful information about your users
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. 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.
A pageview hit is triggered when
a user loads a webpage with the tracking code. This is the most common type of hit sent to Analytics. Every time a user opens a page with the tracking code, a new pageview hit will be sent.
a session begins when
a user navigates to a page that includes the Google Analytics tracking code and generates a "pageview" hit.
Analytics can understand things like:
a user's location specifics about their browser, operating system and service provider their age and gender and the source/medium that referred them to a site
event hit has four parameters of data in the url
action, category, label, value
What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?
active users report
autotagging
add specific campaign tag to urls
What setting must be enabled to view data in Demographics and Interests Reports?
advertising features
What report analyzes which webpages get the most traffic and highest engagement?
all pages report
page timing hits
allow you to report on page timings
Conversion reports
allow you to track website goals based on your business objectives.
Collaborate
allows users to share items across users, such as dashboards or even certain measurement settings.
Read and Analyze
allows users to view data, analyze reports and create dashboards. This does not allow them to make changes to the settings or add new users.
The Path Length report
also shows how many interactions on average it took to convert and how much each series of interactions was worth.
dimension
an attribute of a data set that can be organized in order to do better analysis. often paired with metrics
measurement plan should include
an overall business objective, different strategies that support that objective, and tactics that will help you achieve your strategies.
Goals
are a simple way to track business objectives or conversions from your website.
All Google Analytics reports
are a single dimension, and the corresponding metrics for each value of that dimension. You'll notice that most reports in Analytics use rows for dimensions, and columns for the associated metric data.
Duration Goals
are based on sessions that last over a set amount of time.
Destination (or Pageview) Goals
are based on when a user views a particular page on your website.
"Pages or Screens per Session" Goals
are based on whether a user has viewed a set amount of pages in a session.
Total Events
are calculated as the total number of interactions with the tracked element
Regular expressions (or reg ex for short)
are characters that you can use to identify matching text in order to trigger an action.
Session segments
are confined to user behavior within a single session.
campaign tagging
are extra bits of information that you add to the URL links of your online marketing or advertising materials. These include tracking parameters followed by an equals sign and a single word or hyphenated words that you designate.
Unique Events
are how many users have triggered that event.
Audience reports
are located under the Audience section in the left-hand navigation. This report can help you better understand the characteristics of your users. This can include: The country they are in The language they speak (or read) The technology they use to access your site Additional, it can include age and gender, their engagement and loyalty, and even some of their interests.
Default (or System) segments
are segments already available in Google Analytics and show up under the System section.
Custom segments
are segments that you create and show up under Custom.
Custom dimensions
are similar to default dimensions except that you define what they are and their value. This let's you collect data that's customized specifically for your business. This 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.
Sessions
are the total number of sessions for the given date range.
Pageviews
are the total number of times pages that included your Analytics tracking code were displayed to users. This includes repeated viewings of a single page by the same user.
Users
are the total number of users that visited for the given date range
Event Goals
are when a particular action defined as an event is triggered.
How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?
assisted conversion
tracking code
assists in collecting information on how the user engages with the website, collects information on the browser that the user is using (language it is set to, type of browser) and even the device and operating system. It also provides a breakout of the traffic source, which is how the users arrived to the website (search engine, advertisement, typed in the URL or an email).
What Google Ads report in Google Analytics can show which bid adjustments resulted in higher conversions?
bid adjustments
New vs Returning report
breaks out acquisition, behavior, and conversion goal metrics for new and returning users. You can look at this comparison over time to see how audience loyalty may be shifting.
Metrics are
calculated in aggregate such as total sessions, users, or pageviews, or specific dimensions (like Sessions or New Users per country).
Managing Users
can add or remove user access to the account, property or view.
micro conversions
can also be smaller goals that bring users closer to your main objectives such as signing up for an email coupon or a new product notification
Custom Metrics
can be collected for any standard dimension or Custom Dimension that can't be measured by any predefined metric in Google Analytics.
View permissions
can help fine-tune who has access to specific data.
Filters
can help refine your data and make it more readable in your reports
The Active Users report
can help you quickly gauge the level of user interest in your website.
the Technology and Mobile reports
can help you understand what technologies your audience uses to consume your site content. These reports can help you fine-tune your site to make sure it's fully functional on different devices and browsers.
Edit
can make changes to the configuration settings.
A transaction hit (also called an "ecommerce" hit)
can pass data to Analytics about ecommerce purchases such as products purchased, transaction IDs, and "stock keeping units" (or SKUs).
social hits
can pass likes, shares, or tweet data
Acquisition reports
can provide insight about how users get to your website, and how well your digital marketing and advertising works across different channels like email, search, and display ads. These are some of the most important and actionable reports in Google Analytics.
The Active Users report
can show you how many users had a least one session on your site in the last day, seven days, 14 days, and 30 days. This is considered the site reach or stickiness. If your marketing activities and site content encourage users to visit and return to your site, the active users in each time frame should grow.
original dashboard _____ by another user
can't
What report shows data segmented by channel?
channels
What report compares metrics based on user acquisition date over a series of weeks?
cohort analysis
medium
communicates the mechanism or how you sent your message to your user (email, social, etc.)
acquisition reports
compare the performance of different marketing channels and discover which sources send you the highest quality traffic and conversions. This can help you make better decisions about where to focus your marketing efforts.
The Location report
compares your Country/Territory data to the benchmarks for each of the Countries and Territories from which you receive traffic.
The Devices report
compares your Devices data to the benchmarks for desktop, mobile, and tablet traffic.
The Channels report
compares your channel data to benchmarks for each channel in the Default Channel Grouping. You can quickly see which channels perform better in Acquisition and Behavior based on the green up or red down arrow.
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
Which Google Analytics visualization compares report data to the website average?
comparison view
The Admin section
contains all of your Google Analytics settings such as user permissions, tracking code, view settings, and filters.
The Customization area
contains any dashboards, shortcuts, alerts, or Custom Reports that you've created. Select Customization.
What report can show how particular sections of website content performed?
content drilldown
user characteristics
country, language, technology for site, age, gender, engagement, loyalty, interests
If you wanted to collect data from two related websites with different domains in a single Google Analytics property, what feature would you set up?
cross-domain tracking
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
Which assets cannot be shared in the Solutions Gallery?
custom dimensions
If you wanted to collect the number of comments users posted to a webpage on your site, which of these would you set up?
custom metric
To collect the number of comments users posted to a website page, what feature would be used?
custom metric
What feature is required to collect the number of comments users posted to a web page?
custom metric
Data storytelling merges three key fields of expertise:
data science, visualizations, and narrative
goal funnel
data visualization of steps needed to complete that goal
A good data story leverages three major components
data, narrative, and visuals.
What would you use to compare two date ranges in a report?
date range comparison
There are two types of segments
default segments and custom segments.
funnel visualization needs ____ goal
destination
goal types
destination, duration, pages/screens per session, event
Which are Goal types in Google Analytics?
destination, pages/screens per session, duration
Cohort Size
determines the size of each cohort. You can group by day, week, or month of acquisition.
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.
Both user and session segments can be built using
dimensions, metrics, session dates, and even sequences of user actions.
Custom segments may be created using which criteria?
dimensions, metrics, session dates, sequences of user actions
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. can be used as a secondary dimension in standard reports, a primary dimension in a Custom Report, or as a segment.
Custom Metrics can have which of the following scopes? (select all answers that apply)
hit and product
Custom Metrics can have which scopes?
hit and product
Dimensions and metrics can have one of three scopes:
hit-level session-level user-level
What scope levels available for dimensions and metrics?
hit-level, session-level, product-level, or user-level scope
interests reports
how your users' preferences for certain types of web content like technology, music, travel, or tv
Percent of new sessions
is the percentage of sessions in your date range who are new users to your site.
Bounce rate
is the percentage of users who left after viewing a single page on your site and taking no additional action.
Analytics
is the process of exploring data and reports in order to extract meaningful insights, which can then be used to better understand and improve business performance.
Reporting
is the process of organizing the data into informational summaries in order to monitor how different areas of a business are performing.
Explorer
is the standard Analytics report that includes a line graph and a data table, search and sort options, and secondary dimensions.
Referral
is used for traffic that arrived on your site after the user clicked on a website other than a search engine.
Organic
is used to identify traffic that arrived on your site through unpaid search like a non-paid Google Search result.
*Once Analytics processes the data
it's stored in a database where it can't be changed*
macro conversions
key actions that users take on websites that fulfill your business objectives like making a purchase.
term
keywords for paid search campaigns
What report lists the website pages where users first arrived?
landing pages
faster response
less accurate and less response time
Custom filters
let you include or exclude hits from your data collection, format data to lowercase or uppercase, search and replace data collected in the hit. Custom filters accomplish this by matching a particular filter text-pattern that you identify.
Channel Groupings
let you organize your data into customized channels
Content Grouping
lets you aggregate metrics within reports based on the organization of your website.
Data Import
lets you combine this 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.
The Cohort Analysis report
lets you examine specific groups of users and their behavior, to better inform your marketing.
User Explorer
lets you isolate and examine individual rather than aggregate user behavior. Individual user behavior is associated with either Client ID or User ID.
Category
lets you organize the events you track into groups. For your website, this might be Videos or Social Shares.
The Devices report
lets you see additional details about the devices used to browse your site. This includes the mobile device name, brand, service provider, input selector, operating system, and other dimensions like screen resolution. These reports can give your developers and designers direction on how to create a mobile-optimized experience to best suit your users.
Cohort Type
lets you select a single dimension of cohort to report on.
Which are examples of Goals in Google Analytics?
making a purchase signing up for a newsletter submitting contact information form
While Google Analytics pairs dimensions and metrics of the same scope together for you in standard reports, you will have to ____ set the scope for any Custom Dimensions or Custom Metrics you create.
manually
Short-term traffic drops
may be due to negative press or social content
long-term traffic drops
may signal new release problems or the inability to build a growing audience.
Active Users
measures the number of unique users who initiated sessions on your site over the last day, seven days, fourteen days, or thirty days. You can use this to monitor traffic drops.
medium
mechanism that delivers users to your site
when a user lands on your site, the GA tracking code captures several dimensions including:
medium, source, campaign
five campaign tags
medium, source, campaign, content, term
greater precision
more accurate and longer response time
metric
numbers in a data set
When you add dimensions and metrics, make sure they're
of the same scope or no data will appear in the report
A conversion is counted
once per session per configured goal.
Which "channels" are available in the default Channels report?
organic search, display, direct
Which "mediums" are available in Google Analytics?
organic, cpc, referral
mediums
organic, cpc, referrals, email, none
landing pages report
pages where users first arrived
most common type of hits
pageview hit, event hit, transaction hit
The three most common types of hits are:
pageview hits event hits transaction hits
uri
part of the url after the domain name in the bar on your browser
conversion rate
percentage of visitors to a website who make a purchase
two types of dashboards
private and shared
transaction hit / ecommerce hit
products purchased, transaction ids, stock keeping units (SKU)
A user with "edit" permissions at the Account level will automatically have "edit" permissions at which other levels?
property and view
For standard users, session sampling occurs at the _____ level, not the ____ level.
property, view
The Demographics reports
provides information about the age and gender of your users
source
provides more information about the medium
Browser and Operating systems report
quickly identify issues with certain browsers on your site. If your site has a comparatively high bounce rate on a mobile browser, you may need to create a mobile-optimized version of your website with streamlined content and simpler navigation.
content drilldown report
report that groups pages according to your website's directory structure.
represents traffic that came from an email marketing campaign.
sampling
returns an estimate of the exact count based on a sample of your data
To pair metrics with dimensions, what should they have in common?
same scope
Overview report under Mobile
see a breakdown of your traffic based on smartphones, tablets, and desktop devices. Check this report to see how quickly mobile usage of your site has grown over time
measurement protocol
sends data from a web-connected device (point of sales system or web connected kiosk) - how to construct your hits using an id and sends hits to your account
Behavior reports
show how people engaged on your site including which pages they viewed, and their landing and exit pages. With additional implementation, you can even track what your users searched for on your site and whether they interacted with specific elements.
Audience reports
show you characteristics about your users like age and gender, where they're from, their interests, how engaged they were, whether they're new or returning users, and what technology they're using.
Acquisition Reports
show you which channels (such as advertising or marketing campaigns) brought users to your site. This could include different marketing channels such as: Organic (or unpaid search) CPC ("cost per click" or paid search) Referral (traffic that comes from another website) Social (from a social network) or Other (a group of low volume traffic sources)
the Interests report
show your users' preferences for certain types of web content like technology, music, travel, or TV.
The Top Conversions Paths report
shows conversions and conversion value grouped by the channel combinations that led to conversion.
The Time Lag report
shows conversions grouped by the number of days it took from initial interest to conversion. This can give you a sense of how long your users take to make a purchase and potentially inform your remarketing campaigns.
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.
Which Traffic Source dimensions does Google Analytics automatically capture for each user who comes to your site?
source, medium, campaign name
Gclid
stands for Google Click ID.
total pageviews metric
sum of each time a user loaded the page on your website
average session duration
the average length of a session
Visualizations
the emergence of technology solutions such as dashboards became a natural solution in aiding us to comprehend our vast amounts of data collected. Transforming data into graphs, pie, and line charts meant we could see our data like never before, however, alone data visualizations have limitations. They provided at-a-glance snapshots of data, lacking the context needed to explain why something has happened.
If you break down the URL string, you can see that it's passing some useful information to Analytics about 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
conversions and Ecommerce transactions are credited to
the last campaign, search, or ad that referred the user.
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
bounce rate metric
the percentage of users who left after viewing a single page on your site and taking no additional action
events report
the report that tracks how users interact with specific elements of your website. For example, you can use this report to track when users click on a video player or a download link.
Google Analytics can identify users over multiple sessions, as long as
the sessions happen in the same browser on the same device. Analytics doesn't recognize users who visit your website from different devices by default and will count each device as a unique user.
pageviews
the total number of pages viewed. Repeated views of a single page are counted
To quickly generate campaign tags, what tool should be used?
the url builder
You can only pair metrics with dimensions if
they are both in the same scope.
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. This can help you better allocate and invest your marketing time and budget.
When a user lands on your site, the Google Analytics tracking code automatically captures several attributes (or dimensions) about where the user came from. This includes the
traffic medium, source, and marketing campaign name.
google tag assistant
troubleshoot installation of various Google tags, Google Analytics, Google Tag Manager and more.
If default Google Analytics tracking code is installed on pages with different domains, Analytics will count these users and sessions separately.
true
Once Google Analytics processes data, it's stored in a database where it can't be modified.
true
When a dashboard is shared with a user, that user can edit the dashboard configuration as they see it.
true
You can only pair metrics with dimensions if they are both in the same scope.
true
How many user cookies does an audience list require to be eligible for Google Ads Search Ad remarketing?
1000
How many reporting widgets can you save to a dashboard?
12
interests reports can
help guide decisions about marketing and content strategy
Which represents the hierarchical structure of a Google Analytics account from top to bottom?
Account > Property > View
Which reports can Custom Dimensions be used? (select all answers that apply)
As primary dimensions in Custom Reports, As secondary dimensions in Standard reports
Custom Dimensions can be used in which reports?
As secondary dimensions in Standard reports and As primary dimensions in Custom Reports
To collect data using Google Analytics, which steps must be completed?
Create an Analytics account, Add Analytics tracking code to each webpage
To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up?
Cross-domain tracking
When a Custom Dimension is active, what data will it affect?
Data collected after the Custom Dimension was applied
When a filter is applied to a view, what data is affected?
Data from after the filter was created
When a new view is created, what data will be included?
Data from after the view was created
Remarketing can show relevant ads on which Google properties?
Google Display Network Mobile apps Google Search
Google Ads lets users advertise on which properties?
Google Search and Google Display Network
If you wanted to create a Custom Dimension to analyze user behavior by membership status (such as a rewards level), which scope would apply?
USER
Account
is the best way for you to organize how data is collected from multiple websites and manage. You would want to create separate accounts for distinctive businesses.
When will Google Analytics end a session by default?
When a user is inactive on your site for 30 minutes or more or closes a browser window
Google Ads and Google Marketing Platform campaigns served on the Google Display Network are grouped into which channel?
display
To see data in Benchmarking reports, you must first
enable Benchmarking.
Benchmarking reports
enable you to compare your data with anonymized aggregated industry data from other companies who share their data. This can help you set meaningful business goals, gain insight into industry trends, and give you a baseline to measure your own business.
Event hits pass four parameters of data in the URL
event action, category, label, and value.
event hit
every time a user interacts with a particular element on the site (url, video, etc.)
An event hit lets you track
every time a user interacts with a particular element on your website
Because segments are applied before sampling, segmented data will not be sampled.
false
By default, Google Analytics can recognize returning users over multiple sessions from different browsers and devices.
false
By selecting "Share Template Link" you can share your dashboard and your data with another user.
false
Filters may be applied retroactively to any data that has been processed
false
If data is excluded from a view using a filter, it may be recovered within thirty days.
false
Sharing a Custom Report will share the report configuration and data included in the report.For autotagging, what parameter does Google Ads include in the destination URL?
false
View filters may be applied retroactively to any data that has already been processed.
false
You can apply a Custom Dimension to data you collected before you created the dimension and made it active.
false
to see these interests reports
first enable advertising features in the demographics and interests reports for each property
You can add up to _____ dimensions and _____ metrics to a Custom Report.
five, ten
dashboard
flexible and can be used for different purposes; specific business metrics or reports that you'll go to often
For autotagging, what parameter does Google Ads include in the destination URL?
gclid=
When creating a Goal in Google Analytics, which are required?
goal name, goal type, goal slot id
ga can link data from other google marketing tools
google search console, google adwords, etc.
Which "sources" are available in Google Analytics?
googlemerchandisestore.com, google, direct
The cohort type Acquisition Date
groups cohorts based on when users started their first sessions with your site.
Predefined filters
have already been created for you in Google Analytics, you just have to select the filter you wish to use. These allow you to include or exclude data based on traffic from the ISP domain, IP addresses, subdirectories, or the hostname, and designate how the filter will match that information.
To use multi-channel funnels, you'll need to
have first set up Goals or Ecommerce.
Custom Reports are also useful
if you want to see more than two dimensions per row, which can be helpful if you need to export the data table into another software for analysis. And finally, Custom Reports allow you to report on any Custom Metrics you have collected.
Custom Reports are a good alternative to secondary dimensions
if you want to use a Custom Dimension as your primary, not your secondary dimension
Digital analytics
includes the collection, measurement, analysis, visualization and interpretation of digital data illustrating users behavior on websites, mobile sites and mobile applications.
More darkly colored cells
indicate larger differences in outperforming or under-performing other businesses in the category you selected.
CPC
indicates traffic that arrived through a paid search campaign like Google AdWords text ads.
A hit
is a URL string with parameters of useful information about your users
Event tracking
is a great way to know if users are engaging with your website and performing intended actions.
Map Overlay
is a map of the world with regions and countries in darker colors to indicate traffic and engagement volume.
Data storytelling
is a methodology for communicating information, tailored to a specific audience, with a compelling narrative. It is the last ten feet of your data analysis and arguably the most important aspect.
Google Analytics
is a platform that collects data and compiles it into reports that a business owner can use to inform their business performance.
Attribution modeling
is a set of rules that determine how sales and conversions get attributed to your marketing campaigns.
A Flat Table
is a static, sortable table that displays data in rows.
A measurement plan
is a way for you to align your business objectives with your Google Analytics configuration settings.
Quality Assurance (QA)
is a way of preventing mistakes. If your Analytics tag or code is not implemented correctly, you might be reporting on incorrect data, or maybe not even seeing data at all.
Segmentation/Segments
is a way to view a subset of data in a report. You can create user ___ or session ____.
Verifying your website
is an on-going task that should be conducted frequently and especially during code implementations.
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. You can use Value to assign a specific dollar amount when a specific action occurs.
Label
is an optional value used to further describe the element you're tracking like the name of a video. This can help you make your event reports more readable.
(none)
is applied for users that come directly to your site by typing your URL directly into a browser. In your reports, you will see these users have a source of direct with a medium of (none).
The Location report under Geo
is one of the most useful Audience reports. Google Analytics can anonymously determine a user's continent, sub-continent, country, and city through the IP address used by their browser.
Action
is the action the user took when they initiated the event. If you were tracking when users click a video play-button, you might have a category called Videos with an associated action of Play.
Average session duration
is the average length of a session based on users that visited your site in the selected date range.
pages per session
is the average number of pages viewed during each session. This also includes repeated viewings of a single page
Pages per session
is the average number of pages viewed during each session. This also includes repeated viewings of a single page.
CONTENT
used to differentiate versions of a promotion
To create a Custom Dimension for membership status (i.e., rewards level), what scope would be applied?
user
Which tags are standard Google Analytics campaign parameters?
utm_source utm_medium utm_content
segments
ways to look at a specific data set and compare metrics
Multi-channel Funnel reports can credit conversions across which channels?
website referrals, paid and organic search, custom campaigns
pageview hit
when a user loads a webpage with the tracking code
destination
when the user hits a specific page on your site
source
where the user came from / type of medium (CPC) - email, etc.
metric session
which Google Analytics defines as when a user navigates to a page that includes the Google Analytics tracking code
landing page filter
which external sites are sending traffic to each of your pages
Cross-domain tracking / site linking.
will recognize when a user navigates between related websites in the same session.
Which formats may be used to add a custom campaign parameter to a URL?
www.googlemerchandisestore.com/?utm_campaign=fallsale, www.googlemerchandisestore.com/?utm_campaign=fall_sale
rollup reporting
you can aggregate data automatically from multiple properties into a new combined property.
data filters
you can set a filter on a view that can exclude particular data, only include particular data, or modify the data during processing. This helps you align the data that shows up in your reports with your business needs.
