Google Analytics - Advanced

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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.

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?

If a user watches a video with event tracking three times in a single session, how many Unique Events will be counted?

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?

A session will end after

30 minutes if no other hits are recorded.

How many segments may be applied at once?

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

Google Analytics - Advanced

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