Google Analytics Professional Certification

Marketing Platform

Along with Analytics, other tools in the Google Marketing Platform work together to plan, buy, measure, and optimize digital media and customer experiences in one place

Suggested Audiences

Analytics provides a number of fully configured audiences you can use as they are or modify to suit your needs.

What are the 5 User Roles in GA4

1. Admin 2. Editor 3. Marketer 4. Analyst 5.Viewer

What are the two automatically created audiances?

1. All users: Users who launched your app or visited your website. 2. Purchasers: Users who completed an in-app or eCommerce purchase.

When to use subproperties in A360?

1. Data Governance (filter data in or out to create the data set needed for a specific audience or use case. This allows for better organization of data, making it more easily accessible to certain audiences.) 2. User Governance (you have strict company policies stating that one region (North America) can see a certain subset of data related to their region, but another region (South America) shouldn't have any access to the data. This is a great use case for a subproperty to restrict data for each region within its own property so there's no access outside the appropriate region.)

What are the 4 types of engagement reports?

1. Events 2. Conversions 3. Pages and Screens 4. Landing Page

Best practices for if data is being collected?

1. Has there been activity in the last 30 mins 2. Look at the Event count by Event Name, to see the the page perimeter and see that people are going on most of the pages on your site

What 4 ways can you share the data with The company Google from your GA4 account?

1. Improve Google's products and services 2. Contribute anonymous data to an aggregate data set to enable features like benchmarking and publications that can help you understand data trends. 3. Technical support 4. Google Marketing and sales specialists

What two types of traffic can you set up a data filter for?

1. Internal 2. Developer

What are 3 ways to customize and integrate data with Analytics data.

1. Modify and create events 2. Measurement protocol (A standard set of rules for collecting and sending events directly to Google Analytics servers.) 3. Manual data import

What are the four levels that you can customize GA4 data collection?

1. Property level 2. Country level 3. Event or user property level 4. Individual event or session

When is the Measurement Protocol used? What are the applications?

1.Tie online to offline behavior 2.Measure interactions both client-side and server-side 3.Send events that happen outside web and app (e.g. offline conversions, order refund, in-store purchases)

How long does it take for a conversion to appear on the conversion page after you have marked an event as a conversion?

24 hours

How many unwanted referrals can you designate?

50 per data stream

BigQuery

A Google Developers tool which is a serverless, highly scalable, and cost-effective cloud data warehouse. - lets you run super-fast queries of large datasets. -You can export all of your raw, unsampled events from Google Analytics to BigQuery, and then use a SQL-like syntax to query that data.

Attribution > Position Based

Attributes 40% credit to the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

User Properties

Attributes about who's using your app or website that can help you better understand segments of your user base, like geographic location or device used

HTTP > What is a request and client?

A web request is a request made by a client, such as a web browser, to a server in order to retrieve a web page or other resource.

How are dimensions different than metrics?

Dimensions answer the question "who, what, or where?" while metrics answer the question "how many?"

Attribution > Data Driven Attribution

Distributes credit for the conversion based on observed data for each conversion type. *Different from the other models because your account's data is used to calculate the actual contribution of each click interaction.

Attribution > Linear

Distributes the credit for the conversion equally across all the channels a customer clicked (or engaged view through for YouTube) before converting.

How are conversions different than events in GA4?

Events tracks any action of the user on the website, while conversions track specific valuable actions. Events are meant to understand users' behavior, while conversions help measure success and results.

How is Measurement Protocol a different method of sending data than Google tags and the Firebase SDK?

Google tags and the Firebase SDKs automatically send events to Analytics once they are implemented, with Measurement Protocol you have to manually program events. Measurement Protocol allows developers to make HTTP requests to send events directly to Google Analytics servers. This lets developers measure how users interact with their business from any HTTP-enabled environment, which can complement website and app data.

Recommended events

Have predefined names and parameters already recognized by Google Analytics. - Adding these events to your website or mobile app helps you measure additional behavior as well as generate more useful reports.

HTTP

Hypertext Transfer Protocol (HTTP) is the protocol used by the World Wide Web. It describes how messages are formatted and interchanged, and how web servers respond to commands. is a standard protocol for transmitting data on the World Wide Web

Why would you need cross-domain measurement?

If your payment page is kept on a payment-processing URL external to your marketing website, or something like that

Attribution > Last Click

Ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through (or engaged view through for YouTube) before converting.

Custom Events

Name and parameters you define. A custom event lets you collect specific business data that Analytics doesn't otherwise automatically collect or recommend.

Does GA4 log or store individual IP addresses?

No

measurement ID and tag

The tag is a small piece of JavaScript called the Google tag, and it needs to be added to every page of your website

Report: Real Time Report

View of traffic to your site or your app over the past 30 minutes.

Explore > Funnel Exploration Template

Visualize the steps users take to complete tasks on your site or your app and see how you can optimize the user experience and identify over or underperforming audiences.

Data Collection: Individual Event or Session

You can manage whether an individual event or session is used for ads personalization. For example, obtain consent before enabling the setting, you can dynamically disable ads personalization at the beginning of a session and on each subsequent event until consent is obtained.

How to add tag when you used a website builder?

website builder or content management system, such as Wordpress or Shopify. For some website builders, all you need to do is copy the measurement ID and paste it in your account. Other website builders require more work to add the code. When you're creating a new web data stream and reach the step to install your Google tag, choose Install with a website builder or CMS to find specific instructions for your platform.

data stream

where data comes into each property, you can control what data gets collected. You may have a IOS data stream, an Android data stream

logEvent method

define and collect up to 500 different event names, with no limit on total volume.

Audience Segmentation

dimensions, metrics, and events to include nearly any subset of users.

What role level does someone who creates conversions in GA4 need to be?

editor or administrator role

What are the three scopes for custom dimensions (that are applied to parameters?)

event, user or item scope dimensions

Data Filter

filter out data so that it isn't processed by Google Analytics and won't show up in your reports.

Predictive Audience

is an audience with at least one condition based on a predictive metric. For example, you could build an audience for 'likely 7-day purchasers' that includes users who are likely to make a purchase in the next 7 days.

When you edit an event in GA4, are you collecting more data?

it actually creates, edits, and synthesizes the underlying events before Analytics processes them, not widening the already collected Analytics data.

What 5 parameters are collected by default with every event?

language page_location page_referrer page_title screen_resolution

referrals

other websites that send customers to your site

Analytics 360

paid enterprise version of Google Analytics

User scope dimension

provides information about the user who performed the action. EX: the geographic location of the person who viewed an article would be a user scope dimension

Reports: Lifecycle Report

reports about acquisition, onsite behavior, and monetization

Reports: What does the user report contain data on?

reports on technology and demographic information

Attribution Model

rule or set of rules that determins how credit is assigned to touch points in conversion paths.

Google Signals

session data from sites and apps that Google associates with users who have signed into their Google accounts and who have turned on ads personalization.

enhanced measurement

setting that automatically measures many website interactions without requiring updates to your code. Keeping this option enabled lets you measure common web events like pageviews, scrolls, file downloads, and video views.

Measurement Protocol

standard set of rules for collecting and sending events directly to Google Analytics servers. Send data to Analytics from internet-connected devices like a kiosk or point-of-sale system that complement your website or app.

How Google Analytics collects and processes data

tags

Google Optimize

test variants of her web pages and see how they perform -Use Google Analytics audiences to target experiments and focus on a group of users who exhibit certain behaviors when interacting with a website

Conversion modeling

the use of machine learning to measure the impact of marketing efforts when a subset of conversions can't connect to ad interactions.

Search Console

tools and reports help you measure your site's Search traffic and performance, fix issues, and make your site shine in Google Search results.

Conversion Paths Report

understand customers' paths to conversion and how different attribution models distribute credit on those paths.

Explore > Path Exploration Template

visualize the path that users take as they interact with your website or your app.

Unwanted referrals

are segments of traffic that arrive on your website through sources you don't want included in your data, such as third-party tools that you use to manage your website and customer transactions

Universal Analytics (UA)

built primarily for websites and doesn't have the same modeling and AI capabilities that GA4 offers.

Modal Comparison Report

compare how different attribution models impact the valuation of your marketing channels.

How often is data exported to BigQuery?

- Daily - Streaming

Analytics 360 has two additional ways to organize data, what are they?

- Subproperties (subset of data from the source property) - Roll up Properties (contains data from two or more source properties)

3 ways to add this tag to your website's code

- Use Google Tag Manager to add your Google tag - Manually add your Google tag to your website's code - Provide your measurement ID or Google tag to your website builder

Google Tag Assistant

- determine whether your tag is implemented correctly. - debugging tool, and the optional (but recommended) extension provides additional debugging information

Event parameters

Additional pieces of information sent with events that can further specify an action the user took or add further context to the event, like the name of the video or how long the user watched it.

Data Collection: Event User Property Level

Adjust ads personalization for a specific event type or user property in your Google Analytics 4 property. For example, exclude specific events or user properties from being used to personalize ads and only use that data for measurement purposes.

How to add unwanted referrals to your GA4 account?

Admin menu > Data Streams> Choose web data stream >Configure tag settings >List unwanted referrals > create a rule to include the domain where customer accounts are managed.

How does data need to be collected if you want to use cross-domain measurement?

Collect all website data in the same property (each website will use the same measurement ID and be collected together in a single data stream)

What does it mean to create a custom dimension for a parameter?

Custom dimensions and metrics enable you to report on information about your users and how they interact with your site or app. They're useful when the data you want to analyze isn't available through the predefined dimensions and metrics.

Analytics User Deletion API

Delete data in bulk. For example, use this API to delete data for multiple users at one time.

Firebase

Firebase helps you build and run successful apps. Use Firebase products together to solve complex challenges and optimize your app experience. Personalize your onboarding flow, grow user engagement, or add new functionality with Firebase.

baseline reports

Generate several life cycle reports, which may or may not be specific to your current business needs. Remember, you can always change and customize these reports later to make them even more specific to your business needs.

Attribution > First Click

Gives all credit for the conversion to the first channel that a customer clicked

Attribution > Time Delay

Gives more credit to the touchpoints that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.

The Advertising workspace

Google Analytics 4 property provides more insight into important user journeys. Reports in this section can help you better understand the impact of your marketing efforts across various channels

What are the benefits of using GA4 with Firebase?

Google Analytics for Firebase reports in the Firebase console. These reports include crash data, notification effectiveness, deep-link performance, in-app purchase data, and more. The Firebase integration is a key feature of Google Analytics as it enables app data to flow into Analytics. This integration powers any Analytics report that includes app data and allows for app data and website data to be analyzed together

How many data streams should you use fro your website?

Just one - combine with cross domain measurement

Explore > Cohort Exploration Template

Look at the behavior and performance of groups of users related by common attributes, and the user lifetime technique allows you to explore user behavior and value over their lifetime as a customer.

Can you add information to existing events that Analytics has already collected with Measurement Protocol ?

Measurement Protocol data and events are joined with existing Analytics data via a join key, such as user_id or event_id. - This lets events already in Analytics get matched with events that Measurement Protocol brings into Analytics.

parameters

Parameters provide additional information about the ways users interact with your website. For example, when someone views a product you sell, you can include parameters that describe the product they viewed, such as the name, category, and price.

event scope Dimension

Provides information about an action that a user performs. EX: title of an article that someone viewed would be an event scope dimension

Item scope dimension

Provides information about the products or services that users interact with in an event. EX: user purchase on the merchandise store, we might want to know what the color of the item was that was sold.

How do you create a Audience Segmentation?

Setting conditions based on the dimension, metric, and event data you collect from a property. After you create an audience, it accumulates users who meet the conditions from that point onward.

Realtime report

The Realtime report displays user activity during the past 30 minutes. If no data is showing, you can open your website or app so that you're an active user. If data is being collected, you should see close to immediate real-time activity in this report.

Explorations

The reports you can build within Explore, give you access to data and analytical techniques that aren't available in standard reports, such as funnels and pathing.

Does turning off a conversion do anything to the historical data you have collected?

Turning off a conversion doesn't affect the data you've already collected. Past events will still show in reports as conversions, but it'll prevent future events from showing up.

Events

User interactions with a website or app that can be measured, like a video view.

When to use roll-up properties in A360?

When you need a broad view of your business across products, brands, or regions by combining data from multiple source properties into a single roll-up property.

How does BigQuery give you more answers than just using GA4 alone?

With raw Analytics data in BigQuery, you can add additional business data and answer questions based on the combined data set. For example, use SQL to query data to answer questions and gain insights about products, users, channels, regions, and more.

YouTube EVC

YouTube web engaged view conversions (EVCs). A YouTube EVC event indicates that a user watched a YouTube video for at least 10 seconds, then converted on your website within three days of viewing the video.

Explore

a collection of advanced analysis techniques that go beyond standard reports to uncover more insights about customer behavior

property

a collection of data, like from a website or app

Search Ads 360

a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels. main benefit of using 360 is being able to link other search engines (bing, yahoo, etc) and optimize across. Also you'll be able to use floodlight to track conversions. Making the link between dv360 or cm360 for display, video, social. So in short you can expand your reach outside of google networks and track it.

Attribution

act of assigning credit for conversions to different ads, clicks, and factors along a user's path to completing a conversion. An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit for conversions is assigned to touchpoints on conversion paths.

Firebase SDK

allows you create multiple apps at the same time, each with their own configuration information