1
Q
Why Digital analytics?
A
- Digital Analytics allows the tracking of the Purchase Funnel.
- Use data to make informed decisions on reaching new and existing customers.
- Can identify and remove errors in sites by tracking online customer purchases.
- Can build loyal customers.
- Can collect data from:
* websites
* Applications
* online point-of-sales systems
* video game consoles
* Customer relationship management system
* Other internet-connected platforms
2
Q
What is Google Analytics?
A
A platform that collects data and compiles it into useful reports.
3
Q
How to track a website?
A
1) Create a Google Analytics account.
2) Add a small piece of Javascript tracking code to each page on your site.
4
Q
When does the tracking code activate?
A
Any time a user loads a page with the tracking code.
5
Q
What does the tracking code do?
A
It will collect anonymous information about how a user interacted with the site and send the data to G.A. for analysis.
6
Q
What browser information does the tracking code collect of the user?
A
- Language of the browser
- Type of browser (Chrome or Safari)
- Device
- Operating system
- Traffic source
7
Q
Traffic source
A
What bought users to the site in the first place.
8
Q
Page loads
A
When a user visits a webpage, their browser requests the HTML content from the server.
9
Q
What does the tracking code embedded in a website’s pages do?
A
The tracking code continuously collects and sends updated information about the user’s activity to the analytics platform every time a page loads. This real-time data collection enables businesses to monitor user behaviour and make informed decisions to improve their website and marketing strategies.
10
Q
Session
A
A period of time during which a user interacts with a site.
11
Q
When does a session begin?
A
When a user loads a page with the tracking code.
12
Q
When does a session end by default?
A
A session ends after 30 mins of inactivity. A new session will begin if the user returns to a page after a session ends.
13
Q
What does G.A. do with the information sent by tracking code?
A
It processes, aggregates and organises the data into reports.
14
Q
Configuration settings
A
Configuration settings in Google Analytics allow you to customize how data is processed.
15
Q
What happens once Google Analytics processes the data?
A
Once Google Analytics processes the data, it’s stored in a database where it can’t be changed. This data then appears in Google Analytics as reports.
16
Q
What is an “Organization” in Google Analytics and what does it allow you to do?
A
An “Organization” in Google Analytics is an optional grouping that allows you to manage multiple Google Analytics accounts under one umbrella.
17
Q
What is created when you create a Google Analytics account?
A
- When creating an account, you automatically create a property and a view within that property.
- Each account can have multiple properties, and each property can have multiple views.
18
Q
What does a Google Analytics account manage?
A
- The account determines how data is collected from websites and manages who can access that data.
- Separate accounts are typically created for distinct businesses or business units.
19
Q
How do properties collect data in Google Analytics?
A
- Each account has at least one property.
- Properties collect data independently using unique tracking IDs.
20
Q
What is the purpose of having multiple properties in Google Analytics?
A
- Multiple properties help organize data collection based on different aspects of the business, such as sales regions or brands.
- However, data from separate properties cannot be viewed in aggregate.
21
Q
What do properties and views do?
A
- Each Google Analytics account can contain multiple properties, which represent individual websites, apps, or other digital assets being tracked.
- Within each property, you can create multiple views, which are customized settings for how data is collected, processed, and displayed in reports.
22
Q
What feature allows you to determine what data you want to include in the reports for each view?
A
- Filters are a feature in Google Analytics configuration settings that allow you to specify criteria for including or excluding certain data from reports in each view.
- By applying filters, you can control which data is included in the reports for each view, helping you focus on the most relevant information for your analysis.
23
Q
Property (Simple explanation)
A
Imagine you own multiple websites or apps. Each of these is like a property in Google Analytics. It’s where all the data about your website or app’s performance is collected and stored.
24
Q
View (Simple explanation)
A
Now, think of a view as a customized way of looking at the data from one of your properties. It’s like putting on different glasses to see only the information you’re interested in. You can set up different views to focus on specific aspects or segments of your website or app’s traffic. For example, you might have one view that shows data only from a certain country or one that excludes internal traffic from your office. Views help you analyze your data more effectively by filtering out what’s not relevant to your current focus.
25
What can you set at the view level in Google Analytics?
At the view level in Google Analytics, you can set up "Goals." Goals are used to track conversions or business objectives on your website.
26
New and deleted views in G.A.
New views: Data starts collecting from the date the view is created. No historical data is included.
Deleted views: Once a view is deleted, it's usually gone for good. Only administrators may be able to recover it within a specific time frame (35 days).
27
How are permissions assigned in Google Analytics?
Permissions can be assigned to other users at the account, property, or view level. Each level inherits permissions from the level above it.
EXAMPLE:
1) If you're granted access to an account, you automatically have access to all properties and views associated with it.
2) If you're granted access to a specific property within an account, you can view and modify settings related to that property but not to other properties or the account itself.
3) If you're granted access to a view, you can only view data and make modifications within that view. You won’t have permission to modify the property or account associated with that view.
28
What user roles can you set in Google Analytics and what are their permissions?
Administrator: Can add or remove user access to the account, property, or view.
Editor: Can make changes to the configuration settings.
Analyst: Can share things like dashboards or certain measurement settings.
Viewer: Can view data, analyze reports, and create dashboards, but cannot make changes to the settings or add new users.
29
How can you access the views available for a property in Google Analytics?
1) Click the "Admin" tab at the top of the Google Analytics dashboard.
2) Under the "View" column, select "View Settings."
3) By default, Google Analytics sets up an unfiltered view called "All Web Site Data," containing all the raw, unchanged data collected for the property.
4) It's recommended to rename this view to "Raw data" for clarity. Simply type in the new name and click "Save."
30
What is raw data?
The "raw data" view contains all the data collected for a property without any filters or modifications applied. It includes every pageview, event, transaction, and other user interactions recorded on your website, providing a comprehensive dataset for analysis.
31
What is a test view?
A test view in Google Analytics is a separate view or profile that you set up specifically for testing purposes. It allows you to experiment with different configurations, filters, or settings without affecting your main reporting data.
32
How do you set up a test view in Google Analytics?
1) Click the view selector pull-down menu at the top left of the Google Analytics dashboard.
2) Select "Create new view" from the menu.
3) Name the new view "Test View" and click "Create view."
4) Now, you're in the "Test View" for the property.
5) To filter out automated bot and spider traffic, go to "View Settings" for the Test View.
6) Scroll down and find "Bot Filtering."
7) Select "Exclude all hits from known bots and spiders."
8) Click "Save" to apply the settings.
33
What are bots and spiders?
Bots and spiders are automated programs that visit websites, and their interactions can skew your analytics data if left unfiltered.
34
Why is bot filtering important?
Applying this filter helps improve the accuracy of your analytics data by focusing on real user engagement and behavior. It ensures that your analysis and decision-making are based on genuine user interactions, rather than inflated numbers caused by bot traffic.
35
How do you create a Master View in Google Analytics?
1) Click "Admin" in the top right corner of the Google Analytics dashboard.
2) Under the "View" column, select the view you want to copy (e.g., "Test View").
3) Click "Copy view" in the top right corner.
4) Rename the copied view to "Master View."
5) Click "Copy view" to create the new Master View.
6) Verify the creation of the Master View by checking the View menu.
7) All settings and filters from the original view, such as excluding bot traffic, will be included in the new Master View.
36
Master view
View with all the reporting and analysis
37
Filters
Determine what data we want Analytics to display in each view.
38
Filter types
1) Predefined- templates for common filters.
2) Custom- design a filter.
39
How do you add filters in Google Analytics to determine the data displayed in each view?
1) Change View Selector: In the right-hand column under "View," change the view selector from "Master View" to "Test View" to ensure filters are applied to the correct view.
2) Click "Filters": Click on the "Filters" option.
3) Add Filter: Click "Add Filter" to begin setting up a new filter.
4) Name Filter: Name the filter, for example, "Exclude internal traffic."
5) Select Filter Type: Choose the filter type. Since we want to exclude internal traffic, we'll use the predefined filter for that purpose.
6) Select Predefined Filter: Choose "Predefined" as the filter type.
7) Select Exclusion: Select "Exclude" as the action for the filter.
8) Choose Source/Destination: Select "Traffic from the IP addresses" as the source or destination of the filter.
9) Select Expression: Choose "that are equal to" for the filter expression.
10) Enter IP Address: Type in the IP address to exclude. You can find your public IP address by searching "what is my ip?" in Google.
11) Save Filter: Click "Save" to save the filter.
12) Verify Filter: Check that the filter appears in the list of filters.
13) Test Filter: Verify that the filter is working by monitoring real-time traffic in the "Test View" and ensuring that internal traffic declines.
14) Apply Filter to Master View: Once verified, apply the filter to the "Master View" by selecting it from the list of existing filters.
15) Save Changes: Save the changes to apply the filter to the "Master View."
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Filter rank
Filters are applied in the order they appear in the filter settings, so consider the order when applying multiple filters.
41
Account/Property/View switcher
A feature in Google Analytics that allows users to switch between multiple accounts, properties, or views. Located in the upper-left corner, users can click on the pulldown menu with the title of their View to access this switcher.
42
Alert icon
Clicking the bell icon in the upper right provides alerts about issues or notifications related to your Google Analytics properties and views.
It alerts you to important information such as data collection issues or settings that need optimization.
43
Alert menu
This may include data that is not collecting properly or a setting that needs to be optimized.
The alert menu displays notifications about issues like improper data collection or settings that require optimization.
44
Customisation
The Customization section allows you to create custom reports, specific to your business.
45
Left-hand navigation
To navigate between reports, you’ll use the navigation on the left. Clicking on each of these sections will expose the reports that belong to each section.
46
Real-Time Reports
Real-Time reports let you look at live user behavior on your website including information like where your users are coming from and if they’re converting.
47
Audience Reports
show you characteristics about your users like age and gender, where they’re from, their interests, how engaged they were, whether they’re new or returning users, and what technology they’re using.
48
Acquisition Reports
Acquisition reports show you which channels (such as advertising or marketing campaigns) brought users to your site. This could include different marketing channels such as:
* "Organic” (or unpaid search)
* “CPC” (“cost per click” or paid search)
* “Referral” (traffic that comes from another website)
* “Social” (from a social network)
or “Other,” (a group of low-volume traffic sources)
49
Behavior Reports
Behavior reports show how people engaged on your site including which pages they viewed, and their landing and exit pages.
50
Key Event Reports/ conversions
allow you to measure website goals based on your business objectives.
51
Locate Analytics tracking code
Admin--->tracking info--->tracking code
52
What are the key elements of the Audience Overview Report in Google Analytics?
1) Date range: This allows you to specify the time frame for your analysis.
2) Date range selector: It's a calendar where you can choose specific dates or predefined ranges. Changing the date range affects all reports in the view.
3) Date Range Comparison: You can compare data from two different date ranges, enabling you to observe changes over time.
4) Segment Picker: This allows you to select specific data sets for comparison, though it's covered in more detail in advanced courses.
5) Line Graph: It shows metrics over time, with each point representing a data point in the selected date range.
6) Duration Selector: Adjusts the granularity of the data points, helpful when dealing with large datasets.
7) Metric Selector: You can change the metric displayed on the graph and compare it to another metric over the same time period.
8) Graph Annotator: Lets you add notes to the graph for context. Annotations are visible to other users with access to the view.
9) Metrics: Various metrics like sessions, users, pageviews, etc., provide insights into website performance.
10) New vs. Returning Users: This pie chart illustrates the proportion of new users compared to returning users.
11) Dimensions and Metrics: Clicking into dimensions reveals the top 10 dimensions and metrics in each category, allowing for deeper analysis.
12) Language Dimension: Default dimension showing language data, but you can also view country or city data.
53
Sessions (Audience Report metric)
total number of sessions for the given date range
54
Users (Audience Report metric)
total number of users that visited for the given date range
A user represents a unique individual who visited your website within the specified time period. Users are identified by unique cookies stored in their web browsers.
55
Pageviews (Audience Report metric)
total number of times pages that included your Analytics tracking code were displayed to users. This includes repeated viewings of a single page by the same user.
56
Pages per session (Audience Report metric)
average number of pages viewed during each session. This also includes repeated viewings of a single page.
Pages per session measure the extent to which users navigate through your website during a single visit. It reflects user engagement and the depth of interaction with your content.
57
Average session duration (Audience Report metric)
Average session duration measures the average amount of time users spend on your website during a single session.
58
Bounce rate (Audience Report metric)
Bounce rate measures the proportion of sessions that consisted of a single pageview without any further interaction.
59
Percent of New Sessions (Audience Report metric)
Percent of new sessions indicates the proportion of sessions initiated by users who have never visited your website before.
Importance: This metric helps assess the ability of your website to attract and retain new visitors.
60
What are the links under the Segment Picker of full reports?
The links control different types of data in the report which includes:
1) Summary view
2) Site usage
3) Goals
4) Ecommerce
61
Summary view
provides a summarized overview of the dimension categorized by Acquisition, Behavior, and Conversion metrics.
It helps interpret these metrics in the context of the marketing funnel discussed in previous units.
62
Site Usage
The "Site Usage" section displays behavior metrics such as users, sessions per user, new users, sessions, pages per session, and average session duration.
63
Goals section
The "Goals" section shows metrics based on the number of goals configured in Google Analytics.
It only appears if goals have been set up in the Analytics account.
64
What is in Ecommerce section?
The "Ecommerce" section presents transaction metrics if ecommerce tracking has been set up in Analytics.
65
Secondary dimension
Added for another dimension to analyse more in-depth
66
Report visualisation
Various visualization options, such as data table, pie chart, performance view, comparison view, and pivot view, offer different ways to visualize and analyze the data in the report.
67
What are the options available for sharing and customizing reports in Google Analytics?
1) Save: This option allows you to create a link to the specific report in the Customization area. You can find saved reports in the left-hand navigation under "Saved Reports."
2) Export: You can save a report to your desktop in different file formats such as PDF or CSV using the "Export" option.
3) Share: This feature enables you to email a copy of the report as an attachment and even schedule regular email updates.
4) Edit: You can customize the content of the report by adding metric groups, filters, or additional views. This action creates a new report in the Customization area under "Custom Reports."
68
What does the green check icon next to a report name in Google Analytics indicate?
The green check icon signifies that the report has been successfully generated.
Hovering over this icon reveals the percentage of sessions that the report is based on.
69
What is sampling in Google Analytics?
Sampling is the process of analyzing a subset of data from a larger dataset to estimate characteristics of the entire dataset.
In Google Analytics, sampling occurs when the volume of data is too large to process entirely within a reasonable timeframe.
70
How can you change the sampling rate in Google Analytics?
To change the sampling rate, users can mouse over the green data quality icon (which represents the sampling status) and click the pulldown menu.
1) Choosing "Greater Precision" instructs Google Analytics to use a larger sample size or analyze the entire dataset if possible. This results in more accurate data but may increase the time required to generate the report.
2) Conversely, selecting "Faster Response" instructs Google Analytics to use a smaller sample size, prioritizing speed over precision. This option is useful when users need quick insights and are willing to accept slightly less precise metrics.
71
Dashboards
Dashboards in Google Analytics are highly flexible and versatile tools that serve various purposes. They allow users to visualize and summarize data from different reports on a single page, providing an overview of website performance, critical business metrics, or side-by-side comparisons of different reports.
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Creating a Dashboard
Navigate to the "Customization" section and select "Dashboards" in the left-hand navigation menu.
To create a new dashboard, click on "Create," then choose between a blank or starter dashboard template, and give it a name.
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Adding Widgets
To populate your dashboard, click on "Add Widget." This allows you to name the widget and select a visualization type, such as number, timeline, map, table, pie chart, or bar graph.
You can choose standard or real-time metrics for visualization and add specific metrics using the "Add a metric" menu.
Additionally, you can apply filters to the report widget similar to how filters are set at the view level.
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Types of Dashboards
1) Private- max 20
2) Shared- max 50
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Private dashboard
Private dashboards are visible only to the user within that view
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Shared dashboards
shared dashboards can be viewed by anyone with access to the view.
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Modifications to shared dashboards
Shared dashboards can be modified by other users, but changes are only visible to the user making the modifications.
78
Sharing dashboards
To share a dashboard, click on "Share" at the top. "Share Template Link" provides a link to the dashboard template that can be added to any other view without sharing Analytics data.
If you want to share your template more broadly, you can add it to the "Google Analytics Solutions Gallery." This is a platform where users can share customizations like dashboards and find templates for their own use.
79
Shortcuts
Shortcuts in Google Analytics are quick access links to frequently used reports, segments, or dashboards.
80
What is the purpose of saving reports in Google Analytics?
Saving reports allows users to store specific configurations of reports, including customizations like filters and segments, for future reference or sharing with others. Saved reports can be easily accessed from the Customization area under "Saved Reports" in Google Analytics.
81
Active Users report (Audience report)
The Active Users report provides insights into the number of users who have engaged with your website within specific time frames, such as the last day, seven days, 14 days, and 30 days. This report helps measure the "site reach" or "stickiness" of your website, indicating how successful your marketing efforts and website content are in attracting and retaining users.
82
Demographics Report (Audience report)
These reports in Google Analytics provide insights into the age and gender distribution of your website visitors. Understanding the age and gender breakdown can help verify whether your website attracts the intended target audience.
83
Interest reports (Audience report)
The "Interests" reports offer data on the preferences and affinities of your website visitors for specific types of content. This information helps you understand the topics or content types that resonate most with your audience.
84
Usefulness of data from demographics and interest reports
Audience Verification: It helps verify whether your website effectively reaches and engages with your target audience.
Strategy Guidance: It guides decisions related to marketing campaigns, content creation, and website optimization.
85
Enabling Demographics and Interests Reports
To view data in these reports, you need to enable advertising features specifically for the "Demographics and Interests" reports for each property in Google Analytics.
Admin----> Property settings----> advertising features----> Enable Demographics and Interest Reports
86
When is the data available for Demographics and Interest reports?
may take a day or two for data to appear in these reports after enabling the feature.
if your website receives very low traffic or your audience segment is too small, the Demographics reports may not contain any data.
87
What is the "Location" report under "Geo" in Google Analytics?
The "Location" report in Google Analytics is found under the "Geo" section of Audience reports. It provides insights into the geographic location of website visitors, including their continent, sub-continent, country, and city, determined anonymously through their browser's IP address.
88
What is the significance of the geographic heat map in the "Location" report?
The geographic heat map at the top of the "Location" report visualizes user distribution across different regions. It can be adjusted to display various metrics, such as "percent of New Visits." This feature helps identify potential new markets based on new user traffic to the website, aiding in decisions regarding awareness building or investment in customer loyalty in specific locations.
89
How can the table below the geographic visualization be utilized?
The table below the geographic visualization allows for deeper analysis. For instance, it can identify areas with high conversion rates but low traffic, indicating untapped markets suitable for targeted advertising campaigns.
90
How can geographic reports help optimize advertising and website performance?
Geographic reports enable the identification of regions with a large audience but below-average performance metrics, such as high bounce rates. This insight suggests the need for optimization strategies, such as translating ads or website content into local languages or adding geographically-specific content to enhance user engagement and overall performance.
91
Behavior Reports
Behavior reports offer insights into how users interact with a website. They provide data on various user actions such as page views, session duration, bounce rate, and more. Behavior reports help businesses understand user engagement and identify areas for improvement on their website.
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New vs Returning Report
The "New vs Returning" report specifically compares metrics related to acquisition, behavior, and conversion goals between new and returning users.
93
What do the "Technology" and "Mobile" reports under Behavior reports in Google Analytics help you understand?
The "Technology" and "Mobile" reports in Google Analytics provide insights into the technologies your audience uses to access your website content.
94
How can the "Browser and Operating systems" report be useful?
The "Browser and Operating systems" report allows you to quickly identify any issues with specific browsers on your website. For instance, if your site has a high bounce rate on a mobile browser, it may indicate the need for a mobile-optimized version with simplified content and navigation.
95
Why is it important to monitor user migration from desktop to mobile?
It's crucial to understand if users are shifting from desktop to mobile browsing so you can adapt your development plans accordingly. The "Overview" report in the "Mobile" section provides a breakdown of traffic based on smartphones, tablets, and desktops, helping you track the growth of mobile usage over time.
96
What information does the "Devices" report offer?
The "Devices" report provides additional details about the devices used to access your site, including the device name, brand, input selector, operating system, and screen resolution. This data guides developers and designers in creating a mobile-friendly experience tailored to users' preferences.
97
What are Acquisition reports?
They allow you to compare the performance of different marketing channels and identify the sources sending the highest quality traffic and key events to your website.
98
How does Google Analytics identify traffic sources?
When a user lands on your website, Google Analytics tracking code captures attributes like traffic medium, source, and marketing campaign name. The medium represents the mechanism that delivered users to your site, such as "organic," "cpc," "referral," "email," or "(none)."
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What does each traffic medium indicate?
1) "Organic" indicates unpaid search traffic, like non-paid Google Search results.
2)"CPC" represents traffic from paid search campaigns, like Google Ads text ads.
3) "Referral" is for traffic from websites other than search engines.
4) "Email" is traffic from email marketing campaigns.
5) "(none)" is applied to users who directly type your URL into their browser.
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What information does the "Source" attribute provide?
The "Source" attribute gives more details about the medium. For example, if the medium is "referral," the source will be the URL of the referring website. If the medium is "organic," the source will be the search engine name, like "google."
101
How can you analyze traffic sources in Google Analytics?
You can analyze traffic sources by looking at the "Source/Medium" report under "All Traffic." This report shows sources and mediums sending referrals, search engine traffic, and direct traffic to the site, with the default sort being users.
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What does "high-quality" traffic mean?
"High-quality" traffic refers to users who engage with the website or complete key events/ conversions. Bounce rate is a good indicator of traffic quality, with lower bounce rates indicating higher engagement.
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How can you identify effective traffic sources?
Effective traffic sources can be identified by analyzing source/medium combinations with the most users and comparing bounce rates. Lower bounce rates suggest more engaged users.
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How can you filter traffic sources in Google Analytics?
You can use filters in Google Analytics to focus on specific traffic sources. For example, you can filter to see only "organic" sources or sources from a specific marketing channel like "google."
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What is the Channels Report in Google Analytics?
It provides insights into the various sources of traffic bringing users to a website.
It offers a comprehensive view of traffic grouped by different channels.
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How does the Channels Report categorize traffic sources?
Traffic sources are automatically categorized into basic channels such as Organic, Social, Direct, Referral, Display, etc.
Each channel represents a broad category of traffic sources.
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What happens when you click into each channel within the Channels Report?
Clicking into each channel reveals detailed breakdowns of individual sources contributing to that channel.
For example, clicking into the Organic channel reveals specific search engines driving organic search traffic to the website.
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Why is analyzing traffic channels important?
Analyzing traffic channels is crucial for understanding the effectiveness of different marketing channels and campaigns.
It helps businesses optimize their marketing strategies and allocate resources more effectively.
109
What is the Referrals Report in Google Analytics?
The Referrals Report is a feature in Google Analytics that organizes website traffic based on which external sites have linked to yours.
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What information does the Referrals Report provide?
The Referrals Report provides insights into the external websites that have referred traffic to your site. It shows the domains of these referring sites and the amount of traffic they have sent.
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How can you drill down into the details of the Referrals Report?
You can click into individual referrals listed in the report to see which specific web pages from those external sites link back to your site.
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How can you understand which specific pages of your site are being linked to?
To understand which specific pages of your site are being linked to, you can add a secondary dimension of "landing page" to the Referrals Report. This will show you which external sites are sending traffic to each of your specific pages.
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How can the Referrals Report help in improving marketing strategies?
By identifying the external websites that are driving traffic to your site, the Referrals Report can help in refining marketing strategies. It allows businesses to focus on effective referral sources, optimize partnerships with referring sites, and explore opportunities for expanding their online presence.
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How does Google Analytics collect behaviour data?
Google Analytics uses a small piece of JavaScript code embedded in your website to collect data. This tracking code creates a "pageview" every time a user loads a page on your website, which is then reported in Google Analytics.
115
What does the "Total Pageviews" metric represent?
The "Total Pageviews" metric in the Behavior reports is the sum of each time a user loaded a page on your website. It indicates how frequently each page on your site was viewed.
116
What information does the "All Pages" report provide?
The "All Pages" report, located under "Site Content," shows metrics like "Pageviews," "Average Time on Page," and "Bounce Rate" for each page on your website. You can view this report by page URI or page title.
117
What is a "Content Drilldown" report?
The "Content Drilldown" report groups pages according to your website’s directory structure. You can click on a directory to see the pages within it, helping you understand the performance of content in specific sections of your website.
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What does the "Landing Pages" report show?
The "Landing Pages" report lists the pages where users first arrived on your website. It helps you monitor bounce rates and identify pages where users may be exiting quickly.
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What does the "Exit Pages" report reveal?
The "Exit Pages" report displays the pages where users left your website. Monitoring this report can help you identify important pages from which users are exiting, such as a shopping cart checkout page.
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What does the "Events" report track?
The "Events" report tracks how users interact with specific elements on your website, such as clicking on a video player or download link. Event tracking requires additional implementation beyond the basic Analytics tracking code snippet.
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what are marketing campaigns?
Marketing campaigns refer to coordinated efforts by businesses or organizations to promote their products, services, or brand messages to a specific target audience within a defined timeframe. These campaigns aim to achieve specific marketing objectives, such as increasing brand awareness, generating leads, driving website traffic, or boosting sales.
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How can you track a marketing campaign using campaign tagging in Google Analytics?
Marketing campaigns can take various forms, such as text ads on search engines, banner ads on publisher websites, social media promotions, or email campaigns. To track the effectiveness of these campaigns in Google Analytics, you can use "campaign tagging," which involves adding extra information to the URLs of your online marketing materials.
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What is Campaign Tagging?
Campaign tagging involves adding extra parameters to the URLs of your marketing materials, such as ads or links in emails.
These parameters provide additional information to Google Analytics about the source and medium of traffic, allowing you to track the effectiveness of your campaigns.
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How does campaign tagging work?
When users click on a link with added campaign parameters, the Google Analytics tracking code extracts this information and associates the user and their behavior with the specified marketing campaign.
This allows you to identify which users visited your site through various marketing activities.
Example:
For instance, if the Google Store sends a monthly email newsletter to its customers with links back to its website, adding a campaign tag like "email" to these links helps identify users who visited the website from the email newsletter in Google Analytics.
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Types of Campaign Tags:
1) Medium: Describes the mechanism or channel through which the message was sent (e.g., email, cpc, social).
2) Source: Indicates where the user came from (e.g., specific webpage, email newsletter).
3) Campaign: Communicates the name of the marketing campaign (e.g., Back-To-School, Holiday Sale).
4) Content: Differentiates versions of a promotion (e.g., v1-10dollars-off, v2-nopromo).
5) Term: Identifies the keyword for paid search campaigns (used in manual tagging for search engines like Bing or Yahoo!).
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How to add these URLs?
To add these parameters to your ad URLs, Google Analytics provides a tool called "URL builder," available in the Help Center.
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Tracking Campaigns with URL Builder
Step 1: Accessing URL Builder
To access the URL builder:
Navigate to the Help Center.
Click the provided link at the end of this lesson.
Scroll down to find the URL builder form.
Step 2: Using URL Builder
Inputting URL:
Enter the URL of your website or destination where you want users to land after clicking your ad or campaign link.
Filling Out Fields:
Enter details for:
Campaign
Source
Medium
Optionally, you can also provide values for:
Term
Content
Name
Naming Conventions:
Use single words for tag names.
Phrases are automatically formatted with underscores to avoid spaces.
Ensure consistent spelling and capitalization.
Example: "PROMO1" vs. "promo1" will appear as separate campaigns.
Generating URL:
Click "Generate URL" to create the link with campaign parameters.
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Bulk URL building
While the URL Builder is useful for individual URLs, for larger campaigns, consider using a spreadsheet for efficiency.
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How to test campaign tags?
Before launching the campaign:
Verify that tracking tags function correctly.
Test each URL to ensure accurate data collection.
Open an incognito window or private browsing session.
Paste the campaign URL into the browser's address bar.
Navigate the site and complete critical actions, such as signing up or applying a coupon.
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What are business goals?
Business goals are the actions you want users to take on your website to fulfill your objectives.
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What are G.A. goals?
Google Analytics Goals are the mechanism used within the platform to track these key events.
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4 types of G.A. goals:
1) Destination: Tracks when users reach a specific page, like a thank-you page after completing a purchase.
2) Duration: Tracks how long users spend on your site.
3) Pages or Screens: Tracks the number of pages or screens viewed during a session.
4) Events: Tracks specific interactions or actions on your site, such as clicks on buttons or downloads.
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Who can enable goals?
Views administrator
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How many goals can you establish per view?
20 goals per view.
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Setting a goal
Access the Admin section of Google Analytics and navigate to the Goals settings.
Click on "New Goal" to create a new goal.
Choose the appropriate goal template based on your objective. In this case, we'll select "Buy merchandise" since we want to track successful checkouts.
Name your goal, such as "Checkout Complete," and assign a Goal Slot ID. This organizes your goals within your Analytics account.
Select the Destination type and click "Continue."
Enter the URL of the page users land on after completing the key event, such as the checkout confirmation page.
Use a distinctive portion of the URL to identify the page. For example, a unique identifier like "SubmitOrder" in the URL can be used.
If necessary, utilize regular expressions to account for dynamic URLs and ensure accurate tracking.
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Goal funnel (optional)
data visualisation of steps leading to goal completion
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Importance of Goal Funnel
helps identify a gap in the conversion process or where users abandon the conversion process.
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Which goal type is funnel visualisation available for?
funnel visualization is available exclusively for "Destination" type goals.
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What is Google Ads and how does it work?
Google Ads is Google’s advertising system that allows businesses to generate text and display ads. Text ads appear alongside Google search results by matching keywords with users’ search queries. Display ads consist of text, images, animation, or video and appear on websites within the Google Display Network.
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How can you link Google Analytics with Google Ads, and what benefits does it offer?
By linking your Google Analytics account with your Google Ads account, you can:
View Google Ads click and cost data alongside site engagement data in Google Analytics.
Create remarketing lists in Analytics for use in Google Ads campaigns.
Import Analytics goals and transactions into Google Ads as key events.
View Analytics site engagement data in Google Ads.
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How can you set up a Google Ads account and link it with Google Analytics?
1) Log into Analytics using the same email as your Google Ads account.
2) Navigate to the Admin tab and select the desired account and property.
3) Under the Property section, select “Google Ads linking” and create a new link group.
4) Choose the Google Ads account to link, specify a Link Group Title, select the view, and link the accounts.
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What is auto-tagging in Google Ads and why is it beneficial?
Auto-tagging automatically adds a special campaign tag to Google Ads URLs. It is essential for sharing campaign data between Google Analytics and Google Ads. Auto-tagging provides valuable dimensions such as query match type, ad group, destination URL, ad format, and more for analyzing campaign performance.
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How can you analyze Google Ads campaign metrics in Google Analytics?
In Google Analytics, under “Acquisition,” you can access reports such as “Campaigns,” “Keywords,” and “Bid adjustments” to analyze campaign performance. These reports help evaluate metrics like clicks, CPC, user engagement, key events, and bid adjustments for optimizing Google Ads campaigns.
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How to view Google ad campaigns in report?
Acquisition---> Google ads report---> campaigns and bid adjustments reports
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What are bids in Google Ads?
In Google Ads, advertisers bid on keywords that they want their ads to appear for. When someone searches for one of those keywords, Google runs an auction to determine which ads to show and in what order. The position of an ad on the search results page is partly determined by how much the advertiser is willing to pay for a click on their ad. This amount is known as the bid.
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What are bid adjustments?
Bid adjustments allow advertisers to change their bids based on certain criteria. These criteria include factors like the device a user is using, their location, the time of day, and more. Bid adjustments give advertisers more control over how much they're willing to pay for clicks in different situations.
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How can you identify top-performing pages for new users?
Navigate to "Behavior" > "Site Content" > "All Pages" report.
Add a secondary dimension of "User Type" to see which top pages are visited by new users.
Use this data to inform site content and marketing campaign strategies for acquiring more users.
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How can you identify ineffective landing pages?
Go to "Behavior" > "Site Content" > "Landing Pages" report.
Sort by "Bounce Rate" to identify pages where users are leaving without engaging.
Optionally, add a secondary dimension of "Campaign" or "Source/Medium" to correlate landing pages with marketing efforts and make necessary adjustments.
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How can you analyze user campaign data across different devices?
Access the Acquisition reports and choose "Campaigns" > "All Campaigns."
Add a secondary dimension of "Device Category" to see user response across devices to digital marketing campaigns.
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How can geographical data and goals be used to optimize digital campaigns?
Navigate to the Location report in the Geo section.
Select a goal from the Key events pull-down menu and sort by "Goal Key Events Rate" to identify cities or countries with the highest key events.
Use this data to target locations more effectively in digital campaigns.
Google Analytics
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