Google Analytics IQ Test, Google Analytics

Query Parameter

A VARIABLE=VALUE pair that follows the question mark ("?") in a URL. Example http//www.example.com/search?q=foo contains the query parameter q=foo

Channels

A channel is a group of several traffic sources within a medium. Ex Social is the channel, but is comprised of Facebook, Insta, Twitter, etc.

When should you add Analytics tracking code to your site?

After implementation planning

Pageview

An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

To learn about how visitors are using my site and identify areas for improvement I should visit what section of standard reports?

Behavior

Which report would you use to determine the percent of your site traffic that has already been to your site before?

Behavior - New vs returning report

Metrics

Behavioral, Acquisition, Conversion

Destination

Focuses on getting users to view a specific web page: An experiment that uses a URL Destination goal focuses on getting users to view a specific web page. Use this kind of goal to find out things like how well your test pages encourages users along a path to a product page, a page that includes the location of your business, or pages on which you're selling ads.

returning visitor

Google Analytics records a visitor as 'returning' when the cookie for your domain exists on the browser accessing your site

new visitor

Google Analytics records a visitor as new when any page on your site has been accessed for the first time by the web browser; this is accomplished by setting a first-party cookie on that browser. Thus, new visitors are not identified by the personal information they provide on your site, but are rather uniquely identified by the web browser they used

How can you add data to google analytics from other sources

By linking your AdWords account to google analytics to import your advertising data. by uploading a .csv file to google analytics to attach new dimensions like "topic" and "author" to an existing dimension like "page title". by using cost data upload to import click and cost data from your non-AdWords advertising campaigns

How is Google Analytics able to determine if a group of website interactions are all from the same user device?

By setting a unique ID for the device that is attached to each hit

which of the following is not a required parameter in the URL builder?

Campaign Content

If you want faster reports

Click faster response less precision, this is not the default setting> it takes a sample of your data

What are the four main Components of the Google Analytics platform?

Collection, Configuration, processing and reporting

Direct visitors

Come to your site by entering your unique domain name into their web browser

Referral traffic

Comes from a link on another website

The tracking code in Google Analytics:

Connects data to your specific Google Analytics account Sends data back to your Google Analytics account for reporting Identifies new and returning users

Which section should I analyze to learn more about visitors who completed an activity on my site that is important to the success of my business:

Conversions

You want to a second view of your data where you only see traffic to a specific sub-directory. What is the best way to set this up?

Create a duplicate view and add a filter: Select "Include only traffic to a sub directory" from the filter type drop down, and specify the sub-directory

In order to distinguish between users on web pages, Google Analytics:

Creates anonymous unique identifies using first-party cookies

Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?

Data import

Which reporting tools would you use to show two date ranges on the same graph?

Date comparison

4 Types of Goals

Destination Duration Event goals Pages/Screens per session

Dimension

Different ways to organize a report. A dimension could be a city, and then sort people by the city they are in

Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

E-commerce Conversion Rate

You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?

Email traffic can be tracked using manual tagging with UTM parameters

Duration

Encourage users to spend at least the minimum amount of time you want on your site: Use this kind of goal to see how well your test pages encourage users to spend at least the minimum amount of time you want on your site. For example, if you're running a news site, you want to see that users are spending enough time to read the articles, and enough time to validate the rates you charge for advertisements.

Event

Event is a type of hit used to track user interactions with content. Examples of user interactions commonly tracked with Events include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays.

True or False: The same type of Google Analytics tracking code should be used for both a website and a mobile app:

False

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking?

False.

True or False: When you share a link to a custom report, you share the data in the report.

False. Sharing a link to a custom report only shares a template for the report

True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.

False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.

True or False: Once a view is deleted it cannot be restored

False: You have 35 days to restore a view after it is deleted.

In the Multi-channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

First Interaction (Click) Conversions

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

First Interaction Model

New visitor

First time visiting your site

Event goals

Focuses on getting users to perform a specific action on a page: An experiment that uses an event goal focuses on getting users to perform a specific action on a page. Use this kind of goal to find out things like how well your test pages encourages users to sign up for a newsletter, view a video, or click Add to Cart for a product.

Users

Number of unique visitors to your site (ie: no repeats)

Metric

Numeric data that allow marketers to evaluate their performance against organizational goals.

Difference bewteen Persitent and temporary cookies?

Persistent cookies have an expiration date

What would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

Real-Time

Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?

Remarketing Interest Categories Demographic reporting B and C only Answer: A, B, and C

If you have a site that does not have a clear path to a conversion, such as a business site with a contact form on every page, but you want to learn about the path visitors took to arrive at a conversion, you should examine which report?

Reverse Goal Path Report

Organic Search

Search stuff that appears by its relevance not because it is paid for

What reporting tools would you use to show the dimension "city" next to the dimension "source" in a report?

Secondary dimension

What reporting tools would you use to show two rows of data on the same graph?

Table filter

Bounce Rate

The % of visitors to a particular website who navigate away from the site after viewing only 1 page. Normally, a high bounce rate is a sign that the offsite info. that caused people to click through to your site doesn't match what they find on the landing page

Tracking Code

The Analytics tracking code is a snippet of JavaScript that collects and sends data to Analytics from a website. The Analytics tracking code may be directly added directly to the HTML of each page on your site, or indirectly using a tag management system such as Google Tag Manager.

Where are my notifications??

The Bell icon on the first page provides a list of notifications

Which behavior report would show you which directories on your site have the highest %exits?

The Content Drilldown Report

Query Variable

The VARIABLE portion of the VARIABLE=VALUE pair that makes up a query parameter. Variables store information such as search terms entered into a search engine. In the above example, the "q" in "q=foo" is the query variable.

Uniform Resource Locator (URL)

The address of your Website (i.e. www.mycompany.com)

Sampling

The practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Sampling is widely used in statistical analysis because analyzing a subset of data gives similar results to an analysis of a complete data set, but can produce these results with a smaller a computational burden and a reduced processing time.

Attribution

The process of assigning credit for sales and conversions to touchpoints in conversion paths. Attribution allows marketers to quantify each channel's contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a display ad or a blog. A marketer uses attribution to appropriately distribute monetary credit for purchases among the many marketing channels that may have contributed to each sale.

Permission

The right to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. In order to use certain features in Analytics, you must have the appropriate permission. There are 4 permissions: Manage Users Edit Collaborate Read & Analyze Each permission can be granted at one or more levels: account, property or view.

Request URI

The string at the end of a URL after the ".com" in your Web address is the request URI.

Traffic

The total number of visits to your Website. Within Google Analytics, traffic can be divided into multiple categories including, direct, organic and paid.

T/F: It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

True

T/F: The date range set for a Dashboard doesn't apply to Real-Time widgets since they only show data for current active users, not historical data.

True

True or False. You should include Google Analytics tracking code on every page of a website you want to track.

True

True or False: Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.

True

True or False: Third party data may be joined with the Google Analytics data collected via the tracking code

True

True or False: The order in which filters appear in your view settings matters

True: Filters are executed in the order in which they appear

Where do I find specific reports?

Type it in the search bar right below the the top left icon to switch your views

URL

Uniform Resource Locator; a location or address identifying where documents can be found on the Internet; a web address

Universal Analytics

Universal Analytics is the most current data collection technology for Analytics. It uses the analytics.js tracking code for websites, an SDK for mobile apps, and the Measurement Protocol for other digital devices.

Web Analytics

Use it to understand how consumers are accessing you. Why they come to your site, what did they do there? the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

What platforms is Google Analytics capable of tracking?

User activity on a website User activity on a mobile website User activity on a mobile application User activity on a gaming console User activity on any digitally connected device

What analysis tool would you use to analyze the behaviour of new customers vs. returning customers on your website?

View filters

Organic Traffic

Visitors who come to your Website from unpaid organic or natural search engine results.

Which of the following are measures of traffic volume?

Visits

Queries

What the user puts in a search engine Important to know for developing keywords

What is a "User"

Has at least one session on the site

Returning visitor

Has visited your site before

Pages/Screens per session

Help you understand whether users are consuming the amount of content you want (ex: 3 pages) Like session-duration goals, pages-per-session goals help you understand whether users are consuming the amount of content you want. Are they browsing enough product pages; are they reading articles in the political, sports, and lifestyle sections?

Bounce Rate

How many people leave your website without going past the first page they visit. Important since it lets you know if the landing page was effective/what the user was expecting

Sessions

How many times someone visits your website. Some could visit your website on Monday and go to 10 pages, then visit your website on Tuesday and visit 3 pages. This is 2 sessions.

The code snippet for tracking websited with Google Analytics is written in:

JavaScript

Google Analytics Technical Issues

JavaScript is important Track Cached Pages Cookie Manipulation No Reprocessing Google Analytics on Different Servers

What would you use to send data from a website to Google Analytics?

JavaScript tracking code

It is recommended that you place the Google Analytics javascript tracking code:

Just before the closing </head> tag

To find out which pages have the high bounce rate as the first page users visit, what report would you analyze?

Landing Page Report

Which Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session?

Landing Pages

Solutions Gallery

Lets you share and import custom reporting tools and assets, like dashboards and segments, into your Analytics accounts.

What would you use to send data from a web connected point-of-sale system to Google Analytics?

Measurement Protocol

Which Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

Mobile reports

Which Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

New vs. Returning reports

Channels

source of traffic, like direct, organic, referral, etc.

Visit Duration

the amount of time spent in a session or on a page

Google Analytics Content Experiments

With Content Experiments, you can: • Compare how different web pages or app screens perform using a random sample of your users • Define what percentage of your users are included in the experiment • Choose which objective you'd like to test • Get updates by email about how your experiment is doing

Can you customize your dashboard?

Yes top right allows you to place it where ever youd like. There are two types private or shared.

Your Multi-Channel Funnel reports have no data. What is the most likely reason?

You haven't implemented Goals or Ecommerce

In order to see information in the Search Engine Optimization section of Analytics, what needs to be done?

You must enable Webmaster Tools and share data with Analytics

impression

a display of a referral link or advertisement on a web page

URL Destination goal

a page that visitors see once they have completed an activity; once this page is visited, a URL destination goal is met and triggers a conversion ex: for an account sign-up, this might be a "Thank you for signing up" page or for a purchase this might be a receipt page

browser

a program that allows the user to find and view pages on the world wide web (Internet Explore, Google Chrome, etc.)

time on site goal

a time threshold defined by you; when a visitor spends more or less time on your site than the threshold you specify, a conversion is triggered

Organic Traffic

a type of channel; visits to the site from unpaid (organic) search engine results

Referrals

a type of channel; visits to the site where the user comes directly from other sites, i.e. referring sites

Direct Traffic

a type of channel; visits to the site where the user types the URL into the brower address bar or when a visitor uses a bookmark to get to the site

Average Session Duration

the average amount of time users spend on the site

For a website that hosts 45 minute-long documentary videos, what configuration settings could you use to more accurately track user engagement?

adjust the session timeout length to be greater than 45 minutes so that the session doesn't automatically timeout while a user is watching a long video on the site

You can adjust the report sample size in Google Analytics by:

adjusting a control in the reporting interface

What are Real time reports?

allow you to look at live reports on what is going on your site instantly. Shows where they are coming from and if they are converting

Conversion

an activity carried out by the user which fulfills the intended web page purpose (product purchase, download, subscription, etc.)

cost-per-click (CPC)

an advertising model in which the advertiser pays a certain amount each time their ad is clicked, irrespective of how many times the ad is displayed. Sometimes referred to as PPC (pay-per-click)

pageview

an instance of a page being loaded by a browser

Which of the following are configuration settings that can change how your data appears in your reports?

channel groupings. filters. goals.

Paid Search traffic

comes from Google AdWords or other advertising platforms. Email, well, that comes from a link in an email, obviously

The tracking code in Google Analytics does what?

connects data to your specific google analytics account. sends data back to your google analytics account for reporting. identifies new and returning users

mobile

connects nearly everyone 24/7

Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign's success?

conversion rate

Using filters, you can _____

exclude data from a view change how the data looks in your reports Answer: All of these answers apply include data in a view

Referring Sites

external sites that send, or refer, visitors to the site

Google Analytics can only recognize returning users on websites, not on mobile apps? true or false?

false

You can combine any metric with any dimension in Google Analytics report. true or false.

false

What is the URL parameter that autotagging appends to an AdWords destination URL?

gclid=

You've discovered that a significant portion of your site traffic is coming from your internal users and is skewing you customer data. which of the following solutions should you implement to clean up your report data?

have your account administrator configure a filter that excludes internal traffic from being included in your report views.

The Site Search reports show:

how users search your site

Example

if you set your exact match URI to "/page1" then only the "/page1" string will be included. "/page12345" would not and "2/page1" would also not be included.

Example

if you set your head match URI to be "/page1", then "/page12345" will also be included because the beginning of the string is identical.

referral

in Google Analytics, a site that refers traffic to the site you are tracking; occurs when any hyperlink is clicked that takes a user to a new page or file in any website - the originating site is the referrer (so when Facebook posts include links to the Geneva Foundation page)

a session in Google Analytics consists of?

interactions or hits from a specific user over a defined period of time

Google Analytics Tracking Code

When a visitor arrives at a page with tracking code, • the code is executed by his browser • It collects information about the visitor's browser and computer settings, such as screen resolution, operating system, etc. • Sets a few cookies: - whether it is a new or returning visitor, etc

Traffic Sources

Where your traffic is coming from. Google Analytics includes information on which sites your visitors are coming to your Website from as well as what keywords they are using to get to your Website.

You've discovered that data about the Product pages of your ecommerce website is missing from your reports. which of the following could be the cause?

the data for the product pages wasn't collection because tracking code wasn't places on those pages of the site. a filter applied during processing was configured to remove Product pages data from your reports

Impression

when a referral link or advertisement is displayed on a web page

Bounce

when the user's only activity on the site is viewing a single page of the site

when does Google Analytics sample data for reporting?

when you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a large number of visits

Engagement

uses visit duration and page depth to measure how active users are

% Exits

# exits / # page views For the page or set of pages. It indicates how often users exit from that page or set of pages when they view the page(s).

Entrances

# of times visitors entered your site through a specified page or set of pages

Unique Page Views

# of visits during which the specified page was viewed at least once. A unique page view is counted for each page URL + page Title combination

3 things required to create a Custom Report

(1) A report title must be entered (2) At least one metric must be added (3) At least one dimension must be added

2 ways to see the bounce rate of a specific medium in an Acquisitions report:

(1) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric (2) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric

3 Google Analytics dimensions that are only available for AdWords traffic?

(1) Matched Search Query (2) Query Match Type (3) Placement Domain

2 possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports?

(1) Switch the primary dimension in the AdWords Keywords report to "Ad Content" (2) Add "Ad Content" to the Campaigns report as a secondary dimension

2 types of traffic that will show in the "Campaigns" report

(1) Visits from Google AdWords campaigns that have autotagging enabled (2) Visits from all links tagged with the utm_campaign parameter

Formula for ROI

(Revenue from Adwords Visits-Adwords Cost)/Adwords Cost

Which of the following questions can be answered using the goal flow report?

- Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? - Are there any steps in my conversion process that don't perform well on mobile devices compared to desktop devices? - Are there a lot of unexpected exits from a step in the middle of my conversion funnel? - Do visitors usually start my conversion process from the first step or somewhere in the middle? - Answer: All of these can be answered using the goal flow report.

Implementation Basics

1. Define Variations 2. Configure Experiment • You change stuff 3. Choose Variation • New vs. Returning Users 4. Send Experiment Data to GA 5. Outcomes / Reports

Conversion

A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion). A conversion can be a macro conversion or a micro conversion. A macro conversion is typically a completed purchase transaction. In contrast, a micro conversion is a completed activity, such as an email signup, that indicates that the user is moving towards a macro conversion.

View filter

A configuration setting that allows you to add, remove or modify your data during processing before it is displayed in your reports. View filters allow you to limit and modify the traffic data that is included in a view. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings.

Goal

A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or mobile app. Goals allow you to measure how well your site or app fulfills your target objectives. You can set up individual Goals to track discrete actions, like transactions with a minimum purchase amount or the amount of time spent on a screen. Each time a user completes a Goal, a conversion is logged in your Analytics account.

Data Set

A container that holds the data you upload to Analytics. Data Sets are an essential component of the Data Import feature. A Data Set's type corresponds to the specific type of data you want to import. For example, there are Data Set types for User Data, Cost Data, Content Data, etc. When you create a Data Set, you define a schema, which is the structure that joins the data you upload with the existing data in your hits.

Dimension

A descriptive attribute or characteristic of data. Browser, Landing Page and Campaign are all examples of default dimensions in Analytics. A dimension is a descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be San Francisco, Berlin, or Singapore. Browser, Exit Page, Screens, and Session Duration are all examples of dimensions that appear by default in Analytics. Dimensions appear all of your reports, though you might see different ones depending on the specific report. Use them to help organize, segment, and analyze your data. Analytics also lets you create custom dimensions to hold additional types of data you send via the tracking code, or by using Data Import, or by using the Analytics API.

Roll-Up Reporting

A feature of Roll-Up Properties, which aggregate data from multiple source properties into a single property. Roll-Up Reporting is a special kind of reporting that lets you analyze the aggregated data that's in a Roll-Up Property. Roll-Up Reporting is only available for Google Analytics 360 Accounts, and only works on designated Roll-Up Properties.

Metric

A quantitative measurement of your data. Metrics in Analytics can be sums or ratios. Metrics are individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city. Screenviews, Pages per Session, and Average Session Duration are examples of metrics in Analytics.

Content Grouping

A roll-up of content in the Behavior reports that groups several pages or screens together to better reflect the structure of your site or app. Content groupings allow you to view and compare aggregated metrics by content group name, as well as individual URL, page title, or screen name. Content Grouping lets you group content into a logical structure that reflects how you think about your site or app, and then view and compare aggregated metrics by group name in addition to being able to drill down to the individual URL, page title, or screen name. For example, you can see the aggregated number of pageviews for all pages in a group like Men/Shirts, and then drill in to see each URL or page title.

Channel Grouping

A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. Channel groupings allow you to view and compare aggregated metrics by channel name, as well as individual traffic source, medium, or campaign name. In the Acquisition section's Overview and Channels reports, you can see your data organized according to the Default Channel Grouping, a rule-based grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.

Attribution Model

A rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, Last Interaction attribution assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. First Interaction attribution assigns 100% credit to touchpoints that initiate conversion paths. These are two examples of attribution models.

Reporting API

A set of protocols and tools designed to extract data from your Analytics account into custom scripts or programs for more automated and efficient reporting and analysis. API is short for Application Programming Interface.

Tag

A snippet of JavaScript that sends information to a third party, such as Google. The Analytics tracking code is an example of a tag. A tag is snippet of JavaScript that sends information to a third party, such as Google. Tags collect data, target your ad campaigns, track ads, and perform other functions. The Analytics tracking code is an example of a tag. If you don't use a tag management solution such as Google Tag Manager, you need to add these snippets of JavaScript directly to the source code of your site.

User ID Views

A special type of reporting view that only includes data about the subset of traffic that has a user ID assigned. User ID views include a set of Cross Device reports, which aren't available in other reporting views. The Cross Device reports give you the tools you need to analyze how users engage with your content on different devices over the course of multiple sessions. All other standard reports and tools are also available in User ID views. User ID views do not include all of your data. To analyze all of your data, use a different type of reporting view. User ID view are only available to Universal Analytics properties in which the User ID is enabled. You must also create User ID views. They do not exist by default in your account.

Measurement Protocol

A standard set of rules for collecting and sending hits from any internet-connected device to Analytics. The Measurement Protocol lets you send data to Analytics from any internet-connected device. It's particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app. Because, while the Analytics JavaScript and mobile SDKs automatically build hits to send data to Analytics from websites and mobile apps, you must manually build data collection hits for other kinds of devices. The Measurement Protocol defines how to construct the hits and how to send them to Analytics.

Property

A sub-component of an Analytics account that determines which data is organized and stored together. Any resource tagged with the same Property ID is collected and stored together. A single property can be used to track one website or mobile app, or be a roll-up of the data from multiple sites or mobile apps.

Segment

A subset of sessions or users that share common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis. Segmentation allows you to isolate and analyze subsets of your data. For example, you might segment your data by marketing channel so that you can see which channel is responsible for an increase in purchases. Drilling down to look at segments of your data helps you understand what caused a change to your aggregated data.

Custom Dimension

A user-defined descriptive attribute or characteristic of data. Custom dimensions can be used to describe data not included in the default dimensions in Analytics. There are several ways to get custom data into Analytics, such as modifying your tracking code, uploading it using Data Import, or sending it via the Management API or Measurement Protocol.

View

A view or reporting view is a subset of an Analytics account property that can have its own unique configuration settings. You can create multiple views for a single property and configure each view to show a different subset of data for the property.

Referral

A visitor that comes to your site from another site, by clicking your link on someone else's site (not including a search engine)

Which is the proper order of the Google Analytics hierarchy?

Accounts, Properties, Views

In order to see data in the Events reports, what must you do in addition to implementing the standard Google Analytics tracking code on your site?

Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event

Most useful metrics. Once to check regularly

Add them to dashboard> saves it as a widget> Allow you to view them quickly.

Hit

An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits. Each time the tracking code is triggered by a user's behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google's servers. Examples of hit types include: page tracking hits event tracking hits ecommerce tracking hits social interaction hits

In the event flow report, the nodes representing Events are what color?

Blue

___________ measures how often visitors only visit one page and then exit.

Bounce Rate

Which of the following Metrics would most strongly suggest a poorly performing landing page?

Bounce Rate >90%

Bounce Rate

Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page).

Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?

Browser Answer: All of these dimensions Device Category Language None of these dimensions

T/F: Custom Reports will only display data for the date range selected at the time the report is created.

False

Which Audience reports would you use to see how often users return to your site?

Frequency & Recency reports

Why care about the overview tab?

Gives you summary metrics on users pages they visited sessions duration

Experiments

Goals • User created • Pre-defined - Bounces, Page Views, Time On Site, Transactions, Revenue Variations • What are you testing? • Different landing page

The Solutions Gallery allows you to import or share which of the following reporting tools or assets?

Goals, segments, custom reports Answer: a, b and c

Pageviews

Includes repeated viewings of a single page by the same user

You launched several new marketing campaigns and want to be notified if any of the campaigns lead to over 10% increase in goal conversions on a given day. Which tool in Google Analytics would you use to set up this alert?

Intelligence Events

The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can:

Send data to Google Analytics from any web- connected device, Send data to Google Analytics from a kiosk or a point of sale. Answer: A & B Only

What technologies on your site influence how you implement Analytics?

Server redirects Query string parameters Flash and AJAX events Responsive web design

IP Adress

Short for Internet Protocol address. Used to identify computers on the Internet. When your computer or device sends a request, like a search on Google, it tags the request with your IP address. That way Google knows where to send the response. It works like a return address would on a piece of mail. You can find the public IP address you are currently using by searching "what is my ip address" on google.com.

Which behavior reports could you use to find new keyword ideas for your search advertising campaigns?

Site Search

Source / Medium

Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). Source/Medium is a dimension that combines the dimensions Source and Medium. Examples of Source/Medium include google/organic, example.com/referral, and newsletter9-2014/email.

Cost Data

The information imported from a Google AdWords account into an Analytics account.

Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

The measurement Protocol

Bounce Rate

The number of users who left a viewing one page and not taken the desired actions

Source

The origin of your traffic, such as a search engine (for example, google) or a domain (example.com)

Session

The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

Which of the following would prevent destination goal conversions from being recorded?

There was a misspelling in the URL of the goal definition. The tracking code is missing from the conversion page. The match type in the goal definition is incorrect. Answer: All of these would prevent a destination goal from recording

Direct

They enter your URL manually in order to access your site. If they're accessing your site directly, that means they know about you! Don't need to worry about awareness for these users.

Search Engine Optimization

This subsection displays info. about Google web search results that return URL results to your website. Here you will find data on the terms and keywords visitors used to reach your site, how many times your website appears in search results & the average position your pages rank in these results.

Which AdWords report would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?

Time of Day

WHere do you find the select data range?

Top right allows you to select certain metrics

Page views

Total # of pages viewed. Repeated views of a single page are counted

Average time on page

average amount of time all visitors to a page spend on that particular page. Helpful to know in order to understand if the information on the page is useful

Page/Session

average number of pages viewed during a visit to the site; repeated pageviews are counted

Which are the following are dimensions in google analytics?

campaign. city. browser. language

pages per visit goal

defines a pages viewed threshold; when visitors view more or fewer pages than the threshold you've set, a conversion is triggered

Exit

last page a user accesses before their session ends or they leave the site

Dimensions

left side variables> Secondary dimension get more specific within a specific dimension.

How could you create a customized dashboard in Google Analytics that you can monitor on a daily basis?

use the google analytics reporting APIs to automatically send data to a dashboard application you create. create a dashboard directly in google analytics user interface and share it with your team

Organic Search

like google, Yahoo! or Bing queries Provide the majority of web traffic for most websites

the internet

makes information and media available at the click of a button

Unique Visitors

number of unduplicated visitors to the site over the course of a specified time period

conversion

occurs when a visitor reaches a goal

Social traffic

originates from places like Facebook, Twitter or Reddit

Which of the following is a hit type tracked by Google Analytics?

page tracking hit event tracking hit ecommerce tracking hit Answer: all of these are hit types tracked in Google Analytics

Bounce Rate

percentage of visits in which the visitor only views one page of the site before leaving

referrer

represents the URL of an HTML page that refers visitors to a site page

clickthrough rate (CTR)

represents the number of times an ad is clicked on, divided by the number of impressions it receives ex: if an ad is shown 20 times and receives 3 clicks, the clickthrough rate is 3/20 or 15%

landing page

the first page that a visitor views during a session; also known as the entrance page

Medium

the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).

Pageviews

the instance of an Internet user visiting a particular page on a site. A pageview is recorded whenever a full page of your website is viewed or refreshed.

Users Flow

the path users took from landing page to exit point, starting with country of origin

bounce rate

the percentage of visits in which the person left the website in less than 10 seconds or without seeing other pages

session

the period of interaction between a visitor's browser and a particular website, ending when a browser is closed or shut down, or when the user has been inactive on the site for 30 minutes

how to switch different accounts

the top left button on the home screen allows you to search your different views accounts and properties

clicks

this metric is the number of clicks on your search ads; found on the Clicks tab of reports in the Traffic Sources, AdWords section

How to Switch between different views?

to top left on the home screen

Users

total number of distinct devices that have accessed site

Page Views

total number of pages viewed; repeated views by the same user are counted

Visits

total number of visits to site, from unique or repeated visitors

Behavior Flow

traces the path users took from landing page to exit point, starting with the landing page

Organic Search

traffic from people searching keywords on search engines

Network Referrals

traffic from social media sites and pages connected to those sites

During data processing, google analytics:

transforms your raw data from collection according to your configuration settings. aggregates your data into database tables. imports data from other sources you've defined, like Google AdWords or Webmaster Tools. organizes hits into sessions.

Event

type of hit which tracks user interactions with content like downloads, mobile ad clicks,

Recommended Views

• Default: Unfiltered View (All Website Data) • Master View (With filters) • Test View (Test changes to your configuration before applying it to the Master View)

Analytics Goals

• Measure how often users complete specific actions • Golas are configured at the view level

Filters

• You can modify the data shown in views with filters • Filters can . . . - exclude data - include data - change data Example: exclude traffic from your internal employees Example: clean up the data • Predefined Filters - Inclusion and exclusion - Basic text matching • Custom Filters - In addition to the inclusion/exclusion, it can change data * lowercase * uppercase * advanced filters that remove, replace and combine fields * Regular Expressions • Filter order matters

Behavior Flow

• You can visualize the flow to conversion • Identify where users might have issues

____________ is the number of searches on a website that resulted in another search, a sign that the search form didn't work properly the first time.

% Search Refinements

____________ indicates how often a visitor exits from that page or set of pages.

%Exit

you need the right people, processes and technology to.. (3)

(1) uncover all the ways you engage with your customers, (2) measure the effectiveness of those engagements, and (3) make sure you're taking actions based on your data to improve your business results.

. A conversion was completed after the following conversion path: Organic Visit -> Direct Visit -> Social Media Visit -> Goal Completion In the last click attribution model the Organic Visit would get how much of the credit?

0%

Alerts

A Google Analytics Alert is a notification of a change in your data. Alerts are beneficial because they draw your attention to program abnormalities you otherwise may have overlooked.

Filter

A guideline that includes or excludes specific data from reports. You can use filters to carry out actions like eliminating internal traffic from reports or to only include traffic to a specific subdomain. Learn more about using filters in Google Analytics.

Goal

A measure of something you want to track in Google Analytics that you define as a success. Goals must relate to a quantifiable action that your Website's visitors take, such as product purchases, newsletter sign ups, or downloads. Goals are set up in Google Analytics to track conversions.

Loyalty

A measure of visitor behavior. A visitor's loyalty is illustrated by the amount of times they return to your Website in a specified time period. Loyal visitors are typically highly engaged with your Website and your brand. Low customer loyalty often illustrates the need for new content and regular updates to a Website.

Returning Visitor

A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website, it demonstrates that the Website is of interest to them.

Cookie

A small amount of text data used to remember information from page to page and visit to visit. Cookies can contain information such as user preferences or shopping cart contents.

Tracking Code

A small snippet of code that is inserted into the body of an HTML page. The tracking code captures information about visits to a page.

Include

A type of filter that matches a text string or regular expression against incoming data, and keeps only those hits that match.

To find out what channel a visitor used to find my site I should visit what section of the standard reporting?

Acquisition

Which report should you use to discover the main pages on your site from which users exited by clicking a link in an AdSense ad?

AdSense Exits

Technology Overview

At its most basic level, Google Analytics consists of 1. JavaScript tracking code (tag) on each page of a website 2. A data collection service on Google's servers 3. A processing engine that creates report data

What section of standard reports would help me understand more information about the visitors to my site such as where they are located geographically, what technology they used to find the site, their gender, age, and interests?

Audience

Match Type

Defines how Google Analytics identifies a URL to include or exclude for goals and funnels. The three available match types include head match, exact match and regular expression match.

Google Analytics

Free service offering a simple way to track metrics on your Website with the addition of a small snippet of code placed on all pages of your Website. Google Analytics allows you to see how visitors found your site, what pages they visited, how long they stayed on your site, among many other facts and figures. Properly understanding and interpreting the data available through Google Analytics will allow you to improve your Website, increase your conversions and increase your Website's effectiveness. You can create or access your Google Analytics account athttp://www.google.com/analytics/.

Which report would we use to analyze how often visitors come back and how long between visits?

Frequency and Recency Report

The Funnel Visualization Report measure what important metric?

Funnel Conversion Rate

To find a list of the URIs that represent the last page before a conversion you should examine which report?

Goal URLs Report

Custom Reporting

Google Analytics offers the option to create custom reports based on the metrics and dimensions you choose. Custom reports present the information you selected, organized in a way that works for you. Once you create a custom report, it will be available to you each time you login.

Example

If your URL is "www.mycompany.com/page1/product1.htm" then your request URI is "/page/product1.htm".

New Visitors

Internet users who have not previously or recently visited your site are considered new visitors. If cookies on a previous visitor's computer have expired or if they have deleted their cookies, these visitors will also register as new visitors. Google Analytics lets you see how many new visitors you have so you can fine-tune your Website to increase repeat visits as well as increase the number of new visitors.

The Default dimension in the Assisted Conversions report is:

MCF Channel Grouping

At what point are Google Analytics Cookies Read/Written

Once Google Analytics calls the _trackpageview Method

Exact Match

One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. An exact match is a match on every character in your search string from beginning to end.

Head Match

One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Matches the characters you specify as the beginning of a string including all strings that end with characters in addition to what you have specified.

Regular Expression Match

One of three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Special characters can be used that enable wildcard and flexible matching. This is useful if your visitors are coming from multiple sub domains or if you use dynamic session IDs.

Search Engines

Online tools that allow you to find specific Web pages by using a keyword search query. The three main search engines are Google, Yahoo, and Bing. Google Analytics segments your traffic data so you can see which search engines are driving traffic to your Website, and how much traffic each search engine is generating. Google Analytics allows you to separate this data into paid and non-paid results.

Referring Sites

Other Websites that refer or send visitors to your Website are called referring sites. Knowing where your traffic is coming from is an easy way to increase your ROI. You can focus more resources on sites that are referring more traffic, or re-evaluate your campaigns on sites that are not driving much traffic.

Funnels

Series of steps a visitor completes to reach an end goal. Google Analytics allows you to indicate up to ten pages in each funnel definition. Creating funnels can show you where visitors abandon the process during the path to conversion.

Which of the following could be a reason a vistor has deleted/blocked cookies

Some cookies record browsing history or personnally identifiable information , such as login

Benchmarking

The Google Analytics service gives users a view into how their Website is performing in comparison to other Websites of similar size. Benchmarking allows you to compare your site's Analytics data, including visits, page views, bounce rate, average time on site and other metrics against data from other participating Websites.

Page View

The amount of times visitors arrive on individual pages of your Website. If a user reloads a page, that action will be counted as an additional page view. If a visitor navigates to a different page and then returns to the original page, a second Page View will be recorded as well. Page views allow you to see which pages on your site are the most popular.

Visits

The amount of times your Website is accessed. This data allows you to see how effectively your Website is being promoted. Watching the trends in your visits allows you to analyze which aspects of your online marketing are working.

Time on Site

The average length of time a visitor spends accessing your site within a specified time period. You can use this data to measure the effectiveness and quality of your Website. The longer visitors spend on your site, the more informative and interactive your site is.

Impression

The display of a referral link or advertisement on a web page.

Landing Page

The first page a visitor views during a session; also known as the entrance page.

Top Landing Pages

The first pages that users land on, or come to when entering your Website. Within Google Analytics, these pages are listed in order of most visited to least visited. This data is important because it allows you to see which pages are attracting visitors.

Unique Visitor

The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers.

Top Exit Pages

The pages on your Website that visitors leave from. In Google Analytics, these pages are listed in order from those the most visitors exited your site to those pages that visitors least exited your site. Take into consideration the content of the exit page when deciding on a course of action. If people are leaving your site from a Thank You page, there is no need for worry. If one of your Top Exit Pages is another page on your site, you want to investigate why your visitors are leaving from this page.

Bounce Rate

The percentage of visits in which the visitor only views one page of your Website before leaving is known as the Bounce Rate. With Bounce Rate information, you can analyze the quality of user visits. A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. You can lower your bounce rate by generating better targeted ads and Landing Pages, as well as creating quality content that will engage visitors and draw them into your Website.

Goal Conversion Rate

The percentage of visits on a site where the visitor completes a goal or completes a conversion.

Visitor

The person who goes to a Website. The "Visitor" section of Google Analytics offers data and reports concerning the behavior of the visitors that frequent your Website.

Ecommerce

The purchasing or selling of products or services over the Internet.

Click

The single instance of a user following a hyperlink to another page or to initiate an action.

Visitor Session

The time a visitor spends on a Website. The longer a visitor stays on your Website, the more relevant it appears to search engines. To increase the amount of time visitors stay on your site, it is important to present informative content, easy to use navigation, and up to date information on your brand, products and services.

Keywords

These are the words that visitors use to find your Website when using a search engine. Google Analytics provides a list of keywords that have been searched by users who find your Website. This information shows you what searchers are actually looking for when they find your Website. This also allows you to discover potential new keywords to target.

Paid Traffic

This consists of visitors who come to your Website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns. When investing in an online PPC or other advertising campaign, this data will show you how effective your paid online marketing program is.

Conversion

This is what occurs when a goal is completed. Conversions happen when a visitor comes to your site and completes a desired goal or action. Completing a purchase and submitting a contact form are both examples of goals. Google Analytics allows you to create customized goals so you can measure user actions that are important to your Website.

If I wanted to give credit to conversions that occur closest to the time of conversion, I would use which Attribution Model?

Time Decay

Which report would we analyze to learn how many days it took a visitor to reach a conversion between their first interaction and the interaction that actually led to a conversion?

Time Lag Report

To learn more about how long or short our online sales cycle is, we should examine which report?

Time to Purchase

Which report shows all the conversion paths exactly how they happened as opposed to the contribution of each channel?

Top Conversion Paths Report

To find out how expensive a promotion for "Free Shipping" would be, you should analyze which report?

Transactions

Direct Traffic

Visits to your site where the user types your URL into their browser's address bar or when a visitor uses a bookmark to get to your Website. It is important to know where your Website traffic is coming from so you can understand which marketing endeavors are working for you. Direct traffic illustrates how many of your visitors know your brand and Website URL. These visitors did not find your Website on search engines or on another site. They came directly to your Website.

If a channel appears anywhere along the conversion path, other than the last interaction, it is considered a(n) ________?

assist

purchase funnel 5 stages

building awareness, acquiring interest, engaging with potential customers, conversion online/offline, retaining them as customers. *Awareness, Acquisition, Engagement, Conversion, Retention*

Which Feature allows you to define a primary dimension and then view that data by a another dimension within the same table?

c. Secondary Dimensions

cloud computing

provides cheap practically infinite computing power

digital analytics

the analysis of qualitative and quantitate data from your business and the competition to drive a continual improvement of the online experience that *your costumers* and potential customers have which translates to your desired outcomes (both online and offline)

With the consumer increasingly in control..

the linear purchase funnel is no long relevant; customer is in control.

Google Analytics on Different Servers

• All of the Google Analytics code is client-side • It doesn't matter where the website is hosted • Different browsers are fine as long as the JavaScript code runs correctly • The code never has to interact with your server

Google Analytics Account Structure

• An account per business unit • Usually a property per website • Independently collect data • Typically, separate account for unique businesses • Rolling up report - Using the same property for multiple websites • Views - Filtered data - For each property, you have (usually multiple) views - Configuration settings - e.g., Specific view for each region (sales team)

No Reprocessing

• Google Analytics data is processed remotely. • Users don't control when it's processed. • Once data is in the account, it's there for good. Mistakes in historical data can't be reprocessed. • It's good idea to keep the master data intact at all times - Use sandbox views for testing

Track Cached Pages

• Google Analytics will track visits to a page even if it's been cached (i.e. stored in your browser's memory) • A new request for the file will be made every time a page is viewed, including when a visitor refreshes the page or hits the back button

Cookie Manipulation

• If a visitor deletes the Google Analytics cookies, - s/he will be seen as a new visitor in the next visit - all information from previous visits will be lost • This also means that multiple users on a computer will be seen as the same visitor • A visitor using two computers will be seen as two different visitors

JavaScript is important

• JavaScript must be executed • If the code doesn't run, and Google Analytics will never know about the visit • If you take the code off your site or misconfigure it so that it's not working properly, the visits during that period won't be counted

Google Tag Manager

• Manage multiple tags for your website • Conditional firing of tags

Warning: No Reprocessing of Data

• Once data for a view is processed, it cannot be reprocessed • Once a view is deleted, it cannot be restored • New views start reporting data from the date of creation

Google Analytics

• Popular web analytics (more like measurement) service offered by Google that tracks and reports website traffic • General concepts we learn here will be useful for other platforms as well

Google Analytics VS Universal Analytics

• Universal Analytics is the new version of web analytics from Google • UA provides far more customization and functionalities: - User ID - Cross-Device Reporting - Demographics and Interests