GoogleAnalytics Exam Glossary

Page Value attribution

(1/3 Analytics Attribution Models) The purpose of this attribution type is to answer the question: "How useful was my page in relation to a goal or revenue value?" This attribution model is used to determine the Page Value value for a page or set of pages. The following illustration shows a series of user pageviews in relationship to goals and purchases, such as what might occur on your site. This attribution model is referred to as a "forward looking" attribution model, because it applies value to a page by looking forward to the goals and/or purchases that take place after the page was visited. This attribution model is not used in Goals or Ecommerce reports, since those reports do not display page URIs or titles in relation to ecommerce activities.

Per Request attribution

(1/3 Analytics Attribution Report Model) This attribution gives aggregate values for a single metric or for a metric/dimension pairing. This is the most common and simplest type of Analytics attribution, since values are determined from individual user GIF requests. Thus, for any given request, it is possible to look up a particular dimension and/or metric. Most dimension values are available at the request level and remain persistent either via the HTTP/GET request itself, or in the GIF request, for every page or event request made to your site.

Refund Data

(A Hit-Data Import) align your internal ecommerce reporting with Analytics by importing ecommerce refund data.

Product Data

(Extended-data import) - gain better merchandising insights by importing product metadata, such as size, color, style, or other product-related dimensions.

Custom Data

(Extended-data import) - provides support for importing custom data sets.

Geographical Data

(Extended-data import) create custom geographical regions.

User Data

(Extended-data import) create segments and remarketing lists that incorporate imported user metadata, such as a loyalty rating or lifetime customer value.

Campaign Data

(Extended-data import) expand and reuse your existing non-Google campaign codes by importing ad campaign-related dimensions, such as source.

Content Data

(Extended-data import) group content using imported content metadata, such as author, date published, and article category.

Content

(Traffic source dimensions) - Identifies a specific link or content item in a custom campaign. For example, if you have two call-to-action links within the same email message, you can use different Content values to differentiate them so that you can tell which version is most effective

Keyword

(Traffic source dimensions) - When SSL search is employed, Keyword will have the value (not provided).

Campaign

(Traffic source dimensions) - is the name of the referring AdWords campaign or a custom campaign that you have created.

Medium

(Traffic source dimensions) - the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). - direct traffic has a medium of "none"

Source

(Traffic source dimensions) - the origin of your traffic, such as a search engine (for example, google) or a domain (example.com)

Source Properties

(Type of Roll-up Reporting Property) - Individual Analytics properties that include data from a single site, app, or internet-connected device. A single Source Property can be aggregated into multiple Roll-Up Properties.

Roll-Up Properties

(Type of Roll-up Reporting Property) - Properties that serve as aggregators of the data from multiple Source Properties. Roll-Up Properties, however, cannot serve as Source Properties. Creation of Roll-Up Properties is handled by the Google Analytics 360 Support team.

utm_term

(optional) Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.

utm_content

(optional) Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Category

(part of an event) - A category is a name that you supply as a way to group objects that you want to track. Typically, you will use the same category name multiple times over related UI elements that you want to group under a given category.

Action

(part of an event) - Typically, you will use the action parameter to name the type of event or interaction you want to track for a particular web object. For example, with a single "Videos" category, you can track a number of specific events with this parameter, such as: Time when the video completes load "Play" button clicks "Stop" button clicks "Pause" button clicks

Value

(part of an event) - Value differs from the other components in that it is an integer rather than string, so use it to assign a numerical value to a tracked page object. For example, you could use it to provide the time in seconds for an player to load, or you might trigger a dollar value when a specific playback marker is reached on a video player.

Label

(part of an event) - With labels, you can provide additional information for events that you want to track, such as the movie title in the video examples above, or the name of a file when tracking downloads.

Cost Data

(summary-data import) - include 3rd party (non-Google) ad network clicks, cost and impression data to gain a more complete picture of your ad spend.

Position Based attribution mode

40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit, while the Social Network and Email channels would each receive 10% credit.

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.

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. Examples of goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site). 5 Types: Destination, Duration, Pages/Screens per session and event.

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.

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. For example, if you have multiple properties for brand sites in different countries (example.fr, example.co.uk, etc.), you can aggregate that data to see global-performance metrics, and then drill down to compare brand performance among countries.

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. Screen views, 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. For example, you can see the aggregated number of page views for all pages in a group like Men/Shirts, and then drill in to see each URL or page title. This would let you compare aggregated statistics for each type of clothing within a group (e.g., Men's Shirts vs Men's Pants vs. Men's Outerwear). It would also let you drill in to each group to see how individual Shirts pages compare to one another, for example, Men/Shirts/T-shirts/index.html vs Men/Shirts/DressShirts/index.html.

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.

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.

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.

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. 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. Analytics understands a property only as a resource associated with your tracking code. When you track a resource using Analytics, you include a property ID in the tracking code that you put on your web pages or in your app source code.

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. Ability to isolate subsets of users, sessions, and hits. You can apply up to four segments at a time. In addition to analyzing data with segments, you can use them to build audiences.

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.

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. Analytics automatically creates one unfiltered view for every property in your account, but you can set up multiple views on a single property. Any data you send to an Analytics property automatically appears in all views associated with that property. For example, if you collect data from two websites and send it to one property, then data from both websites appears in all reporting views on that property.

Purchase Funnel

Acquisitions, Behavior, Conversion

Group by Tracking Code

Add a single line of code that identifies the content index number and the Content Group to which that content belongs (modify each page).

Custom Campaigns

Add parameters to URLs to identify the campaigns that refer traffic. By adding campaign parameters to the destination URLs you use in your ad campaigns, you can collect information about the overall efficacy of those campaigns, and also understand where the campaigns are more effective. For example, your Summer Sale campaign might be generating lots of revenue, but if you're running the campaign in several different social apps, you want to know which of them is sending you the customers who generate the most revenue. Or if you're running different versions of the campaign via email, video ads, and in-app ads, you can compare the results to see where your marketing is most effective.

Custom Credit Rules

After defining the touchpoints you wish to identify, specify how these touchpoints will be distributed conversion credit, relative to other touchpoints. Ex: Giving Paid Search a credit of 2- in a linear model they will not all be even if there is a paid search credit.

Last Non-Direct Click attribution model

All direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting.

Model Comparison Tool

Allows you to compare how different attribution models impact the valuation of your marketing channels. You can select up to three attribution models at a time and compare the results from each model in the table.

Smart Goals

An alternative conversion tracking method. Smart Goals are specifically designed to help AdWords advertisers who may not have enough conversions to use the AdWords optimization tools, such as automated bidding. When you have Smart Goals enabled, Analytics automatically evaluates your website or app visits and assigns each a score, with the "best" visits being translated into Smart Goals.

Attribution Model

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.

Hit

An interaction that results in data being sent to Analytics. 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

Dimensions

Are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or "New York", from which a session originates. The dimension Page indicates the URL of a page that is viewed. A descriptive attribute or characteristic of data. Browser, Landing Page and Campaign are all examples of default dimensions in Analytics.

Paid Products

Audience: large enterprises Google Analytics 360 Suite offers a set of integrated data-and-marketing analytics products with one consistent user experience which has been designed specifically for the needs of enterprise-class marketers at large organizations.

Referral Exclusions

By default, a referral automatically triggers a new session. When you exclude a referral source, traffic that arrives to your site from the excluded domain doesn't trigger a new session. A common use for this feature is to prevent third-party shopping carts from starting second sessions. OR Cross-subdomain tracking- When your domain is in the exclusion list, then users can cross from one subdomain on your site to another without starting a new session.

Google Audience Center 360

Consolidate audience lists and user data to build new audiences, publish those audiences to your marketing platforms, and report on their performance.

Conversion Segments

Conversion Segments allow you to isolate and analyze specific sets of conversion paths in your Multi-Channel Funnels reports. For example, you might create a Conversion Segment that only includes funnels in which the first interaction was a conversion above a certain value. You should apply Conversion Segments, instead of filtered views, to look at subsets of your conversion funnels. Using a filtered view may cause your Multi-Channel Funnels reports to be inaccurate.

Google Surveys 360

Create online surveys

Conversion Path

Data include interactions with virtually all digital channels. These channels include, but are not limited to: - paid and organic search (on all search engines along with the specific keywords searched) - referral sites - affiliates - social networks - email newsletters - custom campaigns that you've created, including offline campaigns that send traffic to vanity URLs

Google Analytics 360

Develop insights into how users engage with your business online and offline.

Linear attribution model

Each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.

Free-Google Tag Manager

Easily manage and update website and app tags.

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. Category Action Label (optional, but recommended) Value (optional)

Goal ID and goal sets

Every goal you create is assigned a numeric ID, from 1 to 20. Goals are grouped into sets of up to 5 individual goals. Goal sets allow you to categorize the different types of goals for your site. For example, you might track downloads, registrations, and receipt pages in separate goal sets. These sets appear in your reports as links beneath the Explorer tab in many reports.

Extended-data import

Extended-data import adds to (extends) the data already collected and processed, or being processed, for the selected reporting views. Typically, this extended data is stored in a custom dimension or metric, though in some cases you might want to overwrite the default information already gathered (for example, importing a campaign's Source or Medium dimension).

Exclude internal traffic Filter

Filter out traffic to your website from people on your corporate network. Create an IP address filter to prevent internal traffic from affecting your data, you can use a filter to filter out traffic by IP address.

Parameter-value Pairs

For example, you might use the following parameter-value pairs for your Summer Sale campaign: utm_source = summer-mailer to identify traffic that results from your Summer Sale email campaign utm_medium = email to identify traffic from the email campaign vs. the in-app campaign utm_campaign = summer-sale to identify the overall campaign If you used these parameters, your custom-campaign URL would be: https://www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale

Filter on Geography

Here are two ways to use filters on geo-fields to track data based on geographical regions: 1. Consolidate countries into sales regions: In addition to tracking data from individual countries, see how many sessions start in each of your sales regions (such as APLA, EMEA, or North America). Using a filtered view, you can consolidate the countries of a sales region into it's respective region name. 2. Use Region-Specific Reporting: You can also track data from smaller geographical regions such as specific cities, states, or individual countries.

utm_source

Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.

Social Network Filters

If you create a custom filter that uses any of the Social dimensions (Social Network, Social Action, Social Action Target), keep in mind that these dimensions apply only to Social interactions (social-hit data). The Social Network dimension that applies to social interactions is ga:socialInteractionNetwork. The Social Network dimension that identifies referring social networks is ga:socialNework. When you filter on Social Network (ga:socialInteractionNetwork), you affect only data in the Social reports that refer to activity around social plugins. You cannot, for example, filter on Social Network to exclude facebook.com.

Ad-hoc Reports

If you modify a default report in some way, for example, by applying a segment, filter or secondary dimension, or if you create a custom report with a combination of dimensions and metrics that don't exist in a default report, you are generating an ad-hoc query of Analytics data. Ad-hoc queries are subject to sampling if the number of sessions for the date range you are using exceeds the threshold for your property type.

Implicit Count

In Event Tracking, each interaction with a tracked web page object is counted and associated with a given user session. In the reports, Total Events are calculated as the total number of interactions with a tracked web page object. For example, if one user clicks the same button on a video 5 times, the total number of events associated with the video is 5, and the number of unique events is 1.

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.

Event Goals

Is a goal you define that identifies a specific event as a conversion.

Sessions

Is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Hit-data import

Lets you send hit data directly into Analytics. This provides an alternative to using the tracking code, Collection API, the Mobile SDKs, or the Measurement Protocol. Imported hits are added to your Analytics property prior to any processing; therefore, your imported data may be affected by processing-time actions, such as filters. Because you are importing hits, this data can be seen by all reporting views for that property (unless you specifically filter them from selected views).

Solutions Gallery

Lets you share and import custom reporting tools and assets, like dashboards and segments, into your Analytics accounts. Only configuration data is shared through the Solutions Gallery. When you create and share an asset, your personal information and Analytics data stays private in your account. You can share Dashboards, Custom Reports, Segments, Goals, and Custom Attribution Models in the Solutions Gallery.

Data Import

Lets you upload data from external sources and combine it with data you collect via Analytics. You can then use Analytics to organize and analyze all of your data in ways that better reflect your business.

Manual Tagging

Manual tagging can provide data for only the following dimensions: Campaign, Source, Medium, Content, Keyword. If the final URL contains one or more of the following query parameters, you are using manual tagging: utm_source utm_medium utm_campaign utm_content utm_term

Free-Google Analytics

Measure how people engage with your business online via your website, app and other online and offline touch points.

Google Attribution 360

Model cross-channel, cross-device attribution that focuses on ad impressions and ad clicks.

Valid dimension-metric combinations

Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope. For example, Sessions is a session-based metric so it can only be used with session-level dimensions like Source or City. It would not be logical to combine Sessions with a hit-level dimension like Page.

Google Analytics 360 Suite

Offers a set of integrated data-and-marketing analytics products with one consistent user experience which has been designed specifically for the needs of enterprise-class marketers at large organizations. Products are sold individually.

Filter Domain Referrals

Reduce spam traffic from your Analytics data. You can create a filter that excludes traffic referred from selected domains. When you exclude referrers in this way, you are preventing all hits originating from those excluded websites from being part of your Analytics traffic. Filtering domain referrals is different from the Property level referral exclusion feature. Filters remove the hits from your traffic stream, so no sessions from those hits will be recorded. Referral exclusion, on the other hand, treats hits that are referred from the excluded sources as direct traffic.

Analytics solutions

Refers to an umbrella term encompassing all products -- both paid and free -- that are part of the Google Analytics product family. Users can differentiate between a paid product and a free product easily: paid products include the "360" modifier after the product name, free products do not. For example: Google Analytics 360 (paid product) Google Analytics (free product)

Multi-Channel Funnels

Reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction. By default, only interactions within the last 30 days are included in conversion paths, but you can adjust this time period. 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 blog or while searching for specific products and services. The Multi-Channel Funnels reports show how previous referrals and searches contributed to your sales.

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Run website experience with this A/B testing tool

Google Optimize 360

Run website experiments and personalize content for different audiences.

IP address

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.

Summary-data import

Summary-data import lets you sum uploaded metrics. Imported summary data is applied to the selected reporting views after all processing and aggregation of collected data. This can be useful when you receive data in batches some time following hit collection, as summary data import lets you add to or update your information as it becomes available.

Advanced Filters

The Advanced filter lets you construct Fields for reporting from one or two existing Fields. Use POSIX regular expressions and corresponding variables to capture all or parts of Fields and combine the result in any order you wish. An Advanced Filter takes up to two fields, Field A and Field B, to construct the Output Field.

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.

Clicks

The Clicks column in your reports indicates how many times your advertisements were clicked by users.

utm_medium

The advertising or marketing medium, for example: cpc, banner, email newsletter.

Non-Interaction Events

The final, and optional, boolean parameter that can be passed to the method that sends the Event hit. This parameter allows you to determine how you want bounce rate defined for pages on your site that also include event tracking. For example, suppose you have a home page with a video embedded on it. It's quite natural that you will want to know the bounce rate for your home page, but how do you want to define that?

Events Per Session Limit

The first 10 event hits sent to Analytics are tracked immediately, thereafter tracking is rate limited to one event hit per second.

Property Number

The first set of numbers (-000000 of the full code: UA-000000-2) refers to your account number, and the second set of numbers (-2) refers to the specific property number associated with the account.

First Interaction attribution model

The first touchpoint would receive 100% of the credit for the sale.

utm_campaign

The individual campaign name, slogan, promo code, etc. for a product.

Last AdWords Click attribution model

The last AdWords click would receive 100% of the credit for the sale.

Last Interaction attribution model

The last touchpoint would receive 100% of the credit for the sale.

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. There are two methods by which a session ends: Time-based expiration: - After 30 minutes of inactivity - At midnight Campaign change: - If a user arrives via one campaign, leaves, and then comes back via a different campaign.

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.

Time Decay attribution model

The touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of conversion. The Social Network channel would receive less credit than either the Direct or Email channels. Since the Paid Search interaction occurred one week earlier, this channel would receive significantly less credit.

Tracking ID

The tracking ID is a string like UA-000000-2. It must be included in your tracking code to tell Analytics which account and property to send data to. The tracking ID is automatically included in the JavaScript snippet for websites, but also needs to be included in other tracking technologies like the SDKs and the Measurement Protocol for Analytics to work.

SDKs

The tracking-code snippet is only for collecting data from websites. Use the Analytics SDKs to collect data from mobile apps, and use the Measurement Protocol to collect data from other digital devices like ticket kiosks and game consoles. The SDKs and the Measurement Protocol need to be set up by a developer.

Parameters

There are 5 parameters you can add to your URLs: - utm_source - utm_medium - utm_campaign - utm_term - utm_content Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.

Site Search Attribution

This attribution model allows the Site Search reports to display goal conversion rates and goal values per search term. This attribution model operates in a different fashion from Page Value attribution, since Goal value is attributed to the nearest search term leading up to the conversion, not after.

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Include and exclude filters

Use Include and Exclude Filters to eliminate unwanted hits.

Group Using Extraction

Use a regular expression to identify a full or partial URL, page title, or screen name. (extract content based on URL or page title)

Google Tag Manager 360

Use an enterprise workflow to manage web and app tags from a single interface.

View Filters

Use filters to limit or modify the data in a view. For example, you can use filters to exclude traffic from particular IP addresses, include only data from specific subdomains or directories, or convert dynamic page URLs to readable text strings. Filters permanently change your data. Once a search string has been replaced, you can't undo that change. Verify your filter.

Group Using Rule Definitions

Use the rules editor to create simple rules to identify content.

Users

Users indicates the number of unique (deduplicated) users who clicked your ads.

Session Merging

When users are identified by the same Client ID across the different Source Properties, then session data for those users is usually merged. If users are not identified by the same Client ID across different source properties, then the session data is not merged.

Goal Value

When you set up a goal, you have the option of assigning a monetary amount to the conversion. Each time the goal is completed by a user, this amount is recorded and then added together and seen in your reports as the Goal Value.

Goal Flow and Funnel Reports

When you specify steps in a funnel, Analytics can record where users enter and exit the path on the way towards your goal. This data appears in the Goal Flow and Funnel reports.

Destination Goals

With a Destination goal, you can specify the path you expect traffic to take. This path is called a funnel.

Reporting on Goals

You can analyze the goal completion rates, or conversion rates, in the Conversion > goals reports. Goal conversions also appear in other reports, including the Conversions > Multi Channel Funnels reports, the Conversions > Attribution reports, and the Acquisition reports.

Search-and-replace filters

You can use search-and-replace filters to change the data in a reporting view as it's being processed. For example, you can consolidate your hostnames by removing the www. prefix. You can also make your data more human-readable by replacing codes or long pathnames with simpler, more intuitive versions. Search-and-replace filters use regular expressions to find a search string in a filter field and replace it with a replacement string.

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.