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Google Analytics Complete Set

Terms in this set (1275)

website data collection begins with a snipet of

JavaScript tracking code that's included on every web apge of the site where you want to collect data. .

The goal of the trakcing code is to

Track each user interaction that occurs on your website.

Interactions on your website can be as simple as

Loading a page or something more specific like clicking a video play buttron or a link.

The Analytics tracking code uses the domain of the website you are tracking to

Define it as a "site' in your reports.

With the tracking code installed, Google Analytics will drop a

Cookie in the user's browser for that website and any related subdomains.

Cookies instaled by Google analytics make it easy to track

Traffic on a single website URL domain or subdomain by default.

If you install teh same default tracking code on pages with different domains, Analytics

Will count these users and sessions separately.

If you need to track users across different domains, you will need to set up

Cross-domain tracking.

With each user interaction on your website, the Analytics tracking code sends

What's called a "hit" to Google Analytics.

A URL string with parameters of useful information about your users.

URL stream and the user that triggered the hit. For example, we can see things like

The language the user's browser is set to, the name of the page they're viewing, the screen resolution of the user's device, and the Analytics ID that associates that hit to the correct Analytics account. And more

Hit will also include information like a randomly-generated

User identifier.

Randomly-Generated User Identifier will allow Google analytics to differentiate between

New and returning users.

Most common types of hits

"Pageview" hits, "Event" hits, and "transaction" hits.

A "pageview" hit is triggered when

A user loads a webpage with the tracking code.

Loading a webpage with the tracking code is the most common

Type of hit sent to Analytics, and is a "pageview" hit.

Every time a user opens a page with the tracking code, a new

Pageview hit will be sent.

An "event" hit lets you track

Every time a user interacts with a particular element on your website.

Through event hits you can track whether users, for example,

Click a video play button, a particular URL, or a product carousel.

Event hits pass four parameters of data in the URL

Event action, category, label, and value.

You can use the event hit parameters (action, category, label, and value) to categorize

Interactions in reports that are specific to your website.

A "transaction" hit (AKA "e-commerce" hit) can pass data to Analytics about e-commerce purchases such as

Products purchased, transaction ID, and "stock keeping units" (SKUs)

If you've set up Enhanced Ecommerce within google Analytics, you can pass additional e-commerce data like

Product category, whether items have been added or removed from a shopping, and how many times users viewed a product on a website.

An additional hit that can pass likes, shares, or tweet data

Aditional Hits include

Social Hits, Page Timing Hits

Page Timing Hits

An additional hits that allows you to report on page timings.

Pageview, Event, and Transaction hits are

The three most common hits.

Google Analytics data shows information in hits such as language and page title, ad widens that data using other sources such as

IP addresses, server-log files, and other ad-serving data.

Using the information of IP addresses, server-log files, and other ad-serving data, Analytics can understand things like

A user's location; specifics about their browser, operating system and service provider; their age and gender; and teh source/medium that referred them to a site.

Many of the parameter names passed in the hit or widened with additional data get turned into

The dimensions that make up your reports in Google Analytics.

Dimensions are just ways to categorize metric data like al the metrics for a

Specific "country" or "device type".

Once the hit is sent to Google analytics and combined with additional data, all of this information

Is ready for processing by the Analytics servers.

Understanding how Analytics collects and processes data can help you better understand your

Reports and what the data means.

Analytics determins new vs. returning users then it

Categorizes hits into session or periods in which the user engaged with the site.

First few steps into how google processes data

New vs. Returning users, Sessions, Other data sources

New vs. Returning Users is the

First step into how google processes data.

Sessions is the second step into how google processes data where

Google categorizes hits into sessions or periods in which the user engaged with the site.

Other data sources is the third step into how google processes data where it joins data from the

Tracking code with other data sources.

New vs. Returning Users is first step where Google Analytics differentiates new and returning users. When a user arives on a page with tracking code, Google Analytics

Creates a random, unique ID that gets associated with the user's browser cookie.

Analytics considers each unique ID to be

Every time a new ID is detected, Analytics counts a

"New user" and sends it over with the hit.

When analytics detects an existing ID, it sends a

"Returning user" value with hte hit.

Limitations to note about differentiating user. Since Analytics uses a browser cookie to determine unique users over a given session

This information will be lost if a user clears or has blocked that cookie in their web browser.

If a user clears their browser cookies, Google Analytics will set a new unique ID the next time a

Browser loads a tracked web page. Analytics will then count that user as "New" rather than "Returning".

Google Analytics can identify users over multiple sessions, as long as

The sessions happen in the same browser on the same device.

Analytics doesn't recognize users who visit your website from

different devices by default and will count each device as a unique user.

If you wish to track users across devices, you'll need to turn on the

User ID feature

In order to understand a user's level of engagement with a website, Google Analytics

Groups user hits based on the time in which they were generated.

To measure periods of user hits Analytics uses a metric called

On websites, a session begins when a user

Navigates to a page that includes the Google Analytics trakcing code and generates a "pageview" hit.

A session will end after

30 minutes if no other hits are recorded.

If a user returns to a page after a session ends

A new session will begin.

Hits can be organized into

If a user visited the homepage of the Google Merchandise Store and then left immediately without clicking on anything, Google analytics

Will record one "pageview" hit for that user in a single session.

A user lands on teh homepage of the Google Merchandise store. The session begins with a "pageview" hit. then the user clicks the play button for a video that that is being tracked

With event tracking. This triggers an "event" hit. Google anlytics will record two hits for that user in that session.

Google analytics could record two hits for a user in a session. For example a "pageview" hit for the

Home page, and an "event" hit for clicking the play button.

A user visits the store and lands on the homepage. They immediately open a new tab in their browser to view another website and they spend more than 30 minutes on that site. Then they go back to the tab with the Google Merchandise store and click the play button on the video.

Google Analytics will record two separate sessions for that user. The first including a "pageview" hit and the second including an event hit.

If the first session times out, and the user goes back, the second session

Will include what they did after that first session.

While sessions time out after thirty minutes of inactivity by default, you can change this setting

In your configurations to better aline with user behavior on your site.

A site with a goal to get users to watch videos may not want sessions to

Timeout after thirty minutes.

A site can with a goal to get users to watch videos can extend session timeout to the

Average watch time of the videos on the site.

Once Google analytics has organized data by session, it can

Calculate a number of the metrics that show up in your report.

Metrics that show up in your report include

Sessions, pages per session, average session duration, and bounce rate.

In the third step of processing, Google analytics will join the data collected by the tracking code, with other

Sources that you've specified.

Two ways to add data from external systems include

Using the measurement protocol and linking to other Google accounts.

The measurement protocol lets you send data from any web-connected device like

Point-of-sale systems or web-connected kiosks to Google Analytics.

Unlike the tracking code, which sends hits automatically, if you want to collect data from a system outside of Google, you

Must pass the data collection hits manually in a URL string.

The measurement protocol defines how to construct your hits using a

Customized trakcing ID and send those hits t your designated Google Analytics account.

Account Linking: Google Analytics can link data from other Google marketing tools like

Google Ads, AdSense, or the Google search console.

Account linking allows information like AdWords clicks, impressions, and cost data to be viewed in

Your Analytics account.

New vs. Returning Users, Sessions, Other Data Sources

First three steps Google Analytics takes when processing data (flipped)

You can setup data configuration rules that determine how your

Data will be processed.

Data Configuration Rules includes implementing features ike

Data filters, goals, data grouping, Custom Dimensions, Custom Metrics, and imported data that can help you better define and analyze the data in your reports.

You can set a filter on a view that can

Exclude particular data, only include particular data, or modify the data during processing.

Setting a filter on a view helps align the data that shows up in your

Reports with your business needs.

Filters are essentially "rules" that Google Analytics

Applies to the data during processing.

If the "filter type" is true, Google Analytics

Will apply the filter to the data.

If the filter type is false, Google Analytics

Won't apply the filter.

Two reasons you might want to apply filters. You may need to transofmr the data

That shows up in a view.

You might want to include only data from a particular country in a view

Devoted to reporting on that country.

You might want to exclude any internal employee traffic from a view

Reporting on customer data.

The filters you choose to implement will depend on your specific measurement objectives so it's important to

Plan what data you want to collect before you set up your filters.

4 types of Goals in Google Analytics

Destination/Pageviews, Event, Duration, Pages/Screens per Session

Destination/Pageviews

When user lands on page of website

When user performs particular action

Distination/Pageviews and Events are

The two most common types of Goals, but you can also set up additional goals to measure user engagement.

Sessios that last over a set amount of time.

Pages/Screens per Session

User views set amount of pages within session.

A conversion is counted once per session per

Configured goal.

If you've defined an Event goal of downloading a PDF and the user downloads the PDF five times in the same session, this action will

Only count as one conversion.

During processing, when Analytics detects hit data for a goal, it calculates the

Goal completions, goal value (if you've indicated one), and goal conversion reate, and includes these in your reports.

Conversions and Ecommerce transactions are credited to

The last campaign, search, or ad that refered the user.

Channel Groupings let you

Organize your data into customized channels.

Content Grouping lets you

Aggregate metrics within reports based on the organization of your website.

You can create your own dimensions and metrics in Anaytics called

"Custom Dimensions" and "Custom Metrics.

Custom Dimensions help you define a group of metric data that's

Specific to your business and then apply that as a dimension across your reports.

Custom Dimensiosn can be used as a secondary dimension in

Standard Reports.

Custom Dimensions can be used as a primary dimension in a

Custom Metrics can be collected for

Any standard dimension or Custom Dimension that can't be measured by any predefined metric in Google Analytics.

You can upload your own data to Google Analytics including

Hit data, extended data that is stored in a Custom Dimension or Metric, and Summary data

Summary Data lets you

Sum up any uploadec metrics and can be imported to Google Analytics.

Typically imported data to Google Analytics is exported from an

Offline business tool like a content management syystem or customer relationship management sytem into text files.

Data Import lets you combine offline data to the hit data that Analytics collects from your website. This will

Allow you to include your own business-specific data you collected independently to give you more context and insight in your reports.

You'll need to set up data configuration rules prior to your data

Being processed.

Once data has been processed, you can't

Retroactively apply configuration settings to that data.

Once configuration settings have been applied to your data, Google analytics will

Transform the data into dimensions, calcuate metrics associated with those dimensions, and store each dimension in its own aggregated database table for fast retrieval.

When Google analytics collects data like location, device type, and browser type, it turns this data

Into dimensions that make up your reports in Analytics.

All Google Analytics reports are a single dimension, and the corresponding metrics for each value

Of that dimension.

Most reports in Analytics use rows for

Most reports in Analytics use colums for

The associated metric data. (the other one is used for dimensions)

When you set up configurations like Goals or Enhanced Ecommerce, those metrics will

Be included as well

Analytics calculates the metrics that get grouped in various dimensions in two ways.

In aggregate or specific dimensions.

Metrics may be calculated in aggreagate such as

Total sessions, users, or pageviews.

Metrics may be calculated in specific dimensions like

Sessions or New Users per country.

Metrics are based on calculations Google Analytics

Performed during processing when it categorized the data it collected into users and sessions.

Analytics can derive the "Time on Page" by taking the

Timestamp of a pageview hit and subtracting that from the timestamp of the next pageview hit.

"Pages per Session" is the

Average of how many unique pageview hits the user generated during their session.

Average Session Duration is the average time

Spent from the firt hit until the last hit before a user leaves the site or the session.

Bounce Rate is calculated by

Looking at users who only had one interaction on your site without a second interaction to calculate the session duration or time on page.

The pageview of a bounced visit is assigned a session duration and Time on Page of

When Analytics creates dimensions and metrics during processing, it has to determine the

Scope of those dimensions and metrics in order to know how broadly applicable they are to your data.

Some dimensions might organize data about a single hit, while other dimensions might apply to data

Across an entire session or individual user.

Dimensions and mmetrics can have one of three scopes

Hit-level, session-level, or user level.

Hit-level scope includes

Session level scope includes

Device category

User level scope includes

During processing, Analytics will determine which scope gets

Applied to each dimension and metric.

You can only pair metrics with dimesnionns if they are both in

The same scope.

Priaing a "hit-level" dimension like "Page Title" with a "session level" metric like "total number of sessions"

Wouldn't make sinse, since "Page Title" changes with each hit, but the "sessions" count changes with the completion of each session.

While Google Analytics pairs dimensions and metrics of the same scope together for you in standard reports, you will have to

Manually set the scope for any Custom Dimensions or Custom Metrics you create.

When Google Analytics has determined the dimensions and associated metrics, it links this raw, unfiltered data with the

Unique property ID for your account.

Each reporting view you've created adds the data (with filters and configuration settings applied) to

"Aggregate" data tables, which are processed daily.

Aggregate tables are used to

Quickly display the standard reports in Analytics.

You have the ability to generate more cusotmized reports in Analytics using features like

Secondary dimensions or by creating a Custom Report.

When you use features like secondary dimensions or create a custom report, Analytics checks to see if there is

An aggragate table with the appropriate data. If the table doesn't already exist, Analytics goes back to the raw session data to process and compute the report on the fly.

In some instances, there is so much data to be joined that Analytics will show a sample

Of the data in the return report, rather than calculating all of the data that was collected.

For standard users, session sampling occurs at the

Property level, not the view level.

Sampling for standard users occurs at the property level, meaning that the sample set will be delivered at the

Property-level before view-level filters are applied.

Views that have filters applied may have fewer sessions in

The sampled calculation

It's important to understand that when data is collected and processed, it can't be

If you set a filter to exclude data on a view, that data will be

Permanently removed during processing from the reports in the view and cannot be recovered.

After Google analytics has finished processing, you can access and analyze your data using

Google Analytics Core Reporting API allows you to build

Your own reporting tools or extract your data directly into third-party reporting tools.

In order to guide what data you need to collect in Analytics and which features to set up, you'll need a

Clear measurement strategy for your business.

You'll want to take some time to define your business objectives and how you expect to

Measure those outcomes.

Macro conversions represent

The broader goals of your business.

Example of a Macro Conversion

Making a purchase.

Examples of Micro Conversions

Signing up for an email coupon or a new product notification

Micro Conversions nudge users closer to your

Macro-conversions.

Different businesses will naturally have different macro-and micro-conversions. An e-commerce sight may have the macro-conversion to

Purchase a product with a micro-conversion of subscribing to a newsletter.

Different businesses will naturally have different macro-and micro-conversions. For a lead generation sight, the macro-conversion might be

Filling out a contact form with a micro conversion of following the site on social media.

Different businesses will naturally have different macro-and micro-conversions. For a content publisher, the macro-conversion might be

Engaging with a particular amount of content, with a micro-conversion of clicking into an article.

Different businesses will naturally have different macro-and micro-conversions. For an online information and support site, the macro-conversion might be

Completing a guided support flow to successfully solve an issue with a micro-conversion of rating a support article.

Once you've defined your macro-and micro-conversions, you can

Start putting together a measurement plan.

A measurement plan is a way for you to align your business objectives with your

Google Analytics configuration setitngs.

Your measurement plan should include an overall business objective as well as

Different strategies that support that objective, and tactics that will help you achive your strategies.

Each tactic will have

Key Performance Indicators (or KPIs) that help you measure your macro- or micro-conversions.

Macro conversions usually measure the tactics that support

Your various strategies.

Micro conversions are metrics that help you better understand the

User behavior that leads to macro conversions.

Once you've identified the macro- and micro-conversions, and created a measurement plan to measure your business, you can decide how to

Set up Google Analytics to collect these metrics.

The example in this quizlet set is of a very abbreviated measurement plan, and yours will likely be

Richer and more detailed, depending on the complexity and ambition of yor business.

A measurement plan is a great way to document the data that is

Most important to your business.

If default Google Analytics tracking code is installed on different domains, Analytics will

Count these users and sessions separately

What does Google Analytics call a URL that passes data parameters for reporting?

When does Google Analytics tracking code send a pageview hit to Analytics?

Every time a user loads a webpage.

When does the Google Analytics tracking code send an event hit to Analytics?

Every time a user performs an event with event tracking.

Every time a user performs an event with event tracking.

When does the Google Analytics tracking code send an event hit to Analytics? (flipped)

What does Google Analytics use to differentiate new and returning users?

A browser cookie; a randomly-assigned unique identifier.

What will happen if a user clears their analytics cookie from their browser?

Analytics will not be able to associate user behavior data with past data collected by the tracking code; Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page.

By default, Google Analytics can NOT recognize

Returning users over multiple sessions from different browsers and devices. (part of a true/false question, answer false)

A session in Google Analytics times out after how many minutes by default?

To send data to Google Analytics from a web-connected device like a point-of-sale system, what feature must be used?

The Measurement Protocol

For an event goal defined as playing a video, how many Goal conversions will Google Analytics record if that video is played three times in the same session?

Which are Goal types in Google Analytics?

Destination; Pages/Screens per session; Duration

If data is excluded from a view using a filter, it may NOT

Be recovered within 30 days. (part of a true/false question)

Which of these scopes could be used for dimensions and metrics?

Hit-level, session-level, or user-level scope

When defining a measurement plan, what is the order of steps?

Business objectives > key actions > KPIs

What are macro-conversions in a measurement plan?

The main website actions users take that accomplish stated business goals

Google Analytics accounts are relatively straightforward. Companies could have one

Organization (which is optional), one account, and one porperty associated with that account.

For every property its recommended to set up at least three views. A

"Raw Data" view, a "Test" view, and a "Master" view.

Depending on your objectives and the complexity of your business, you may need

Multiple organizations, accounts, or properties, and additional views.

If you're an agency managing marketing for multiple companies at once, you can set up

Different Organizations for each company with separate Google analytics accounts under each Organization.

When you create an account in Google Analytics, the account is assigned

You can see the unique ID from the Google Analytics account you created

In the Analytics tracking code.

The unique ID from the Google Analytics account is how the tracking code knows to

Send hit data to the correct Analytics account.

You don't need to sign in separately for multiple Analytics Organizations or Accounts.

You can simply select any of the Organizations or Accounts by using the account selector.

You can select accounts that belong to your current Organization

In the Admin area.

To better reflect how your business is organized, you can set up

Multiple properties under each Analytics account.

The Google Merchandise Store may want to view data from their website and data from their mobile app in separate

Properties to analyze each data set independently.

We recommend tracking each company's website, mobile app or other device

In a separate property.

If you have two related websites with different URLs or subdomains that you want to track in a single property, you can set up what's called

Cross-Domain tracking

Cross-domain tracking will recognize when a

User navigates between related websites in the same session.

Cross-domain tracking is also known as

Site linking, and it will recognize when a user navigates between related websites in the same session.

To set up cross-domain tracking, you'll need to modify the

Analytics tracking code on every page of every site you want to track.

Google Tag Manager

Manage multiple tags for your website, Conditional firing of tags

Google Tag Manager can make updating the cross-domain tracking code

For Google analytics 360 customers aggregating data across domains

Using a feature called "rollup reporting" you can aggregate data automatically from multiple properties into a new combined property.

If the Google Merchandise Store had Analytics 360 and wanted to use one property to track their website and another property to track teir mobile app, they could also

Create a third property to aggregate data from both the website and the app to analyze that data together.

Roll-up properties in Analytics 360 don't include data that you

Import or link from another account, like Google ads

If you want to include linked data from your source properties into your roll-up properties in Analytics 360

You'll need to re-link the roll-up property with the linked account.

When users are identified by the same Client ID across different source properties, session data for those users is usually in Analytics 360

Merged; otherwise, that session data remains separate.

Similar to accounts, properties also have a unique

Property ID that's appended to the Analytics ID

Properties having a unique property ID that's appended to the Analytics ID tells Analytics

Which hits to associate with the property.

You can switch properties in the Admin area by using the

Property pulldown menu.

Each analytics account has a limited number of

Each property has a limited number of

You can grant user-permission at the

Account, property, or view level.

View permissions provide access to

Specific data in the Analytics account.

Let's say you're the administrator of a site with multiple sub-directories based on different departments in your business.

you can create different views for each department using filters and then grant access to each view for the members of thoe departments.

Sub-directories based on different departments inyour business could include

Sales, Marketing, Production

To navigate to different views, in the Admin section use

The view selector menu.

The Google Merchandise Store is a medium-sized ecommerce business. They use a single account, a single property, and 3 views for raw data, testing and production. But you'll need to decide how to

Set up your organizations, accounts, properties, and views based on the individual needs of your business.

Filters can help refine your data and make it

More readable in your reports.

You can use a filter to track activity in a specific website directory or track subdomains

Of your website in separate vieews.

Two kinds of filters

"Predefined" and "Custom" filters.

Predefined filter have already been created for you in Google Analytics, you just have to select

The filter you wish to use.

Predefined filters allow you to include or exclude data based on traffic from the

ISP domain, IP addresses, subdirectories, or hostname, and designate how the filter will match that information.

Custom filters let you include or exclude hits from your

Data collection, format data, to lowercase or uppercase, or search and replace data collected in the hit. They do this by matching a particular filter text-pattern that you identify.

Let's say our business was making a push into mobile and only wanted to analyze mobile traffic in a specific view. You can set up a custom "include-only" filter on the

View for Device category and specify a value of "Mobile". The custom filter will look at the criteria specified and match it to any relevant hits that Google Analyics has collected for that view.

If the filter can't match the criteria, the filter will

Not be applied to that data.

You may want to show only data for a specific campaign in a view. You can set up a custom filter to include only

Campaign data with the campaign name or type parameter you specified. Using view permissions, you can then share this campaign data with partners that you designate.

If there was data you wanted to specified exclude such as Paid Search (or CPC) traffic, you can set a

Custom "exclude" filter that will exclude all paid traffic in a particular view, as well.

You can also use filters to normalize the data in your reports to

Make them easier to use.

Google analytics data isn't case sensitive, so pages in the All Pages report may show

The same URL multiple times.

You can quickly combine rows that differ only by case, by using a

Lowercase or Uppercase filter.

Lowercase and Uppercase filters will force the

Case to all lowercase or all uppercase, thus eliminating duplicate data.

Lowercase and Upercase filters will consolidate that page reporting and make teh data in those reports

A little neater.

In addition to include, exclude, and lowercase filters are other advancedfilters taht allow you to

Remove, replace, and combine filter fields in more complex ways using what are called "regular expressions".

Regular Expressions ("reg ex" for short)

Characters that you can use to identify matching text in order to trigger an action.

A basic regular expression on a filter can be something as simple as

A word or a more complicated combination of characters.

Let's say the Google Merchandise Store wants to set up a view with a filter to see all the keywords users searched for on their website for Android dolls. Because users might search for variations like "Android plush doll" or "Android stuffed doll", we can create

A regular expression that identifies each of these variations. We can add an advanced filter with a regular expression that recognizes any Site Search queries that contain the terms "android" and "doll".

If you have technical query parameters passed in the URL of your website, you might have

Identical pages with different addresses.

Because the URL is different for identical pages with different addresses, this page will show up multiple times

In your reports. But since they're the same page, it may make sense to filter out the query parameters so that it doesn't appear multiple times in a report.

You can include a regular expression that recongizes the main part of the URL before

The query parameter puts it in a variable and overwrites the entire URL with that variable. This renders these page URLs identical in reporting.

For businesses that collect data from multiple domains, it can be hard to distinguish page names in Google Analytics. In the "All Pages" report, "googlestoreamerica/index.axd" and "googlestoreeurope/index.axd will

Both show up as "index.axd"

You can use a regular expression to add hte hostname in Analytics so that you can distinguish

Between multiple domains.

Filters, like all configuration settings, are not applied

Retroactively to your data.

Filters are only applied from the moment you create them and can take

Up to 24 hours before being applied to your data.

The order you apply the filters is very important.

Each filter passes filtered data to the next filter in the sequence, so you'll want to be thoughtful about the order in which you apply your filters.

You can adjust the order of your filters by going into "Admin" and selecting

"Filters". Then select "Assign Filter Order".

You can use filters across multiple views, but be careful. If you edit the filter, those cahnages

Will be applied across all the different views to which you've applied that filter.

Once you have set up your configuraton, Google Analytics processes the data by checking

Each hit against your filters.

If a hit matches the logic in a filter, then that filter will

Remember to test out your filters in a "test" view before you apply them to the

Be sure to test out yoru fitlers on real-time reports to make sure they're

Working, because they may take several hours to filter all of your data.

Custom Dimensions are similar to default dimensions except that

You define what they are and their value.

Custom dimensions lets you collect data that's customized specifically

For your business.

Custom dimensions can be incredibly powerful because it enables you to

Report on particular characteristics of your users or their behavior within the Google Analytics data you've collected.

You collect data for a Custom Dimension using

JavaScript tracking code that's implemented on a page.

When a user lands on that page or performs a specific action, the Custom Dimension will

Capture that data and send it over as an additional parameter attached to the existing hit. you can then use these Custom Dimensions in your reports.

The Google Merchandise Store can use a Custom Dimension to capture whether users are retail customers or Google employees.

The Store has set up a sppecial URL for employees to click on that identifies them as internal and applies an employee discount.

To set up a Custom Dimension, go to Admin. Select the Property in which you want the dimension applied. Next, click

"Custom definitions" and then "Custom Dimension." Then click "New Custom Dimension."

When creating a new custom dimension, you'll first have to

Name the Custom Dimension and then define its scope.

Dimensions can have a scope of

"hit", "product", "session", or "user".

Dimension scopes are baased on how

Broadly you want to categorize your metric data.

If you want the dimension to include every time a user visted a particular page or performed a singular action, you will need to

set a hit-level scope.

If you want the dimension to group data associated with a particular product, you will set a

Product-level scope.

If the dimension was organizing data for the duration of a session or for a particular user

You can set session- and user-level scopes respectively.

Like standard dimensions and metrics, Custom Dimensions and Metrics can only be paired with

Dimensions or metrics from a similar scope.

Since the Google Merchandise Store wants to track whether users are employees or not, it makes set to set the scope of their Custom Dimension

As "user" in order to track these different types of people.

The defautl checkbox for Add Custom Dimension is

You can make Custom Dimensions inactive at any time by

Unchecking the "Active" box.

Any Custom Dimension data already collected and processessed will

Appear in reports, but no data will be collected once the dimension has been made inactive.

To save the Custom Dimension, click

When you create a Custom Dimension for the first time, you'll be taken to a

Screen with Javascript to include on your website. You can copy the code, then click "Done."

Once you click done on the screen with JavaScript for the Custom Domain on your website, you'll be taken to an

Overview screen where you can see all of the Custom Dimensions that you have set up in that property.

Similar to Goals, Google Analytics assigns an index (or slot number)

For each Custom Dimension you create.

You cannot choose which index number is assigned; they are

Assigned in the order you created them.

After you've set up the Custom Dimension, you must implement the

JavaScript tracking code you copied from Analytics into your website code to collect the custom data.

Different businesses will implement the JavaScript tracking code into their websites in different ways, depending on

Their data collection method and what data they wish to collect.

Google Tag Manager is a great option for managing

Custom Dimension tracking code more easily.

The Google Merchandise Store will use JavaScript to track whetehr employees came from

The employee discount link.

If employees came from the discount link, then the code will pass an

Employee value into the Custom Dimension tracking code on the page.

If users arive at the website without going through the discount link that yyou set up, the code will pass

A retail-customer value into the Custom dimension instead of an employee value.

The Custom Dimension tracking code picks up values from the JavaScript code and

Attaches this dimension data in the pageview hit that users first triggered when they arrived on the page.

"dimension1" refers to teh index number of the

Custom Dimension created in Analytics.

The "userStatus" variable is what the Store's custom Javascript code

Passes to the Custom Dimension to use in reports.

When the custom JavaScript collects whether users came from the discount URL link or not, it will

Populate that index and value variable with the user status.

Once the hit has been sent to Google analytics, Analytics will process that data into a

Custom Dimension that may be applied to reports to compare customer and employee behavior.

You can use Custom Dimensions as secondary dimensions in

Standard reports.

You can use Custom Dimensions as primary dimesions in

Custom Reports.

If the Google Merchandise Store wanted to see which products were most popular among employees and retail customres, we can open the

Product Performance report under Conversions in Ecommerce and add the secondary dimension we set up of "User Category" (our custom dimension)

You won't be able to apply a Custom Dimension to data you have

Previously collected.

You'll have to create the Custom Dimension first and let it be applied to your

Data during processing in order to use it in your reports.

Standard Google Analytics users create up to

20 Custom Dimensios while Analytics 360 customers can create up to 200.

Attribution reports like the Model Comparison Tool can be found under

Multi-Channel Funnels.

Let you collect metrics in Google analytics that are specific to your business.

Custom Metrics let you collect metrics that are specific to your business and this can be the

Numbe rof ads that loaded on a page, the bandwidth that the page consumed when it loaded, or the total number of brand pageviews that each of your marketing channels leads to.

Similar to custom Dimensions, you collect Custom Metric Data using

JavaScript that's implemented on a page. When a user lands on that page or performs a specific action, the Custom Metric will be sent as an additional parameter attached to the hit.

The Google Merchandise Store is in a big push to sell Android-branded merchandise and wants to know which marketing channels are contributing to Android merchandise pageviews. They can include

Tracking code on Android merchandise pages that fires with each pageview hit and increments a Custom Metric in Google Analytics.

To set up a Custom metric, go into Admin. Select the Property in which you want the metric applied. Then click

"Custom Definitions" and "Custom Metrics" then click "New Custom Metric."

You first have to name the Custom Metric. Then you have to define its scope. This is based on

How this metric will be generated.

Unlike dimensions, Custom Metrics can only have a scope of

"hit" or "product".

If you select "hit" as a scope for custom metrics, the custom metric will be incremented with

Each hit sent over by the tracking code and totalled up in Google Analytics.

If you select "Product", the Custom Metric can incremet by whatever cost you

Assign to the product.

Select "Hit" when you want the Custom Metric

Sent over which each pageview hit of Android medrchandise pages (google store)

After selecting the scope of the custom metric, you'll need to specify the

Format of the Custom Metric.

Formatting Types in Custom Metrics include

A basic integer, a decimal value, or a time-based value.

Since we want to total up pageviews, we can send a basic integer

Of "one" with each hit through formating type in custom metrics.

Setting the Formatting Type in custom metrics to the basic integer of one will then increment the custom Metric in Google Analytics by

"One" each time a pageview hit fires.

You can specify minimum and maximum values in the integer formating type that determine whether Analytics

Will process this metric and include it in your report.s.

The minimum and maximum value in Custom Metrics c an help prevent accidental large or samall values from

Being collected and affecting your reporting.

Since we know we don't want our range to exceed 1, we can set a minimum value of

0 and a maximum value of 2

The default checkbox is to make the custom metric active. You can make these inactive

At any time by unchecking this box.

Any Custom Metric data already collected and processed will apear in reports when the active button is unchecked, but no data will be

Collected once teh metric has been made inactive.

To save the Custom Metric, click

When you save a Custom Metric for the first time, you'll be taken to a screen with JavaScript to

Include on your website.

You'll need to copy the JavaScript code to include on each page you want the

Custom Metric to be sent. Then click "Done".

Once you click "done" on the JavaScript code you'll be take to an overview screen where you can see all of the

Custom Metrics that you have set up in the property.

Similar to "Goals" and "Custom Dimensions," Google Analytics assigns an

Index (or slot number) for each Custom Metric you create.

You cannot choose which index nubmer is assigned; they are assigned in the

Order you created them.

After you set up the Custom Metric, you must add teh

JavaScript tracking code you copied from Analytics to your website to collect the data with the hit.

Like Custom Dimensions, each Custom Metric appears as a

Parameter of index-value pairs.

Index refers to the

Index number of the Custom Metric you created in Analytics.

Value is the metric that will be attached

When a user performs an action like landing on an Android-branded merchandise page, the code from Custom Metrics will send over a hit and

Incremement this metric in Analytics using the index for that Custom Metric.

When planning out Custom Metrics, think about how you want those metircs

To appear in your reports.

You can send Custom Metrics with a particular value for every hit on a page or you can

Manually specify different values for individual hits.

If you use Custom Metrics in conjunction with a session-level dimension such as "source/medium", think about which specific hits will

Cause the Custom Metric to increase.

If you onnly expect a Custom Metric to increase once per session, you'll want to design

your data collection accordingly.

Similar to Custom Dimensions, you won't be able to apply a Custom Metric to

Data you have previously collected.

If you want to make it easier to manage the Custom Metric tracking code on multiple pages of your website, check out the

Google Tag Manager course on Analtics Academy.

Event Tracking is a great way to know if

Users are engaging with your website and performing intended actions.

Through event tracking, the Google Merchandise Tore can track clicks on the global navigation bar to better understand

How users navigate their website.

To collect Event data from a website, you'll need to add JavaScript to the

Individual elements on the site you wish to track.

You'll have to set up separate event tracking for each element or

State you wish to track.

If you want to track when videos are both played an paused, you will need to

Set up separate event tracking for the play and pause states of the button.

When a user performs an action on an element with event tracking, the event tracking code

Will pass four parameters along with the event hit.

Ecent tracking code will pass four parameters along with the event hit. These parameters are

"Category," "Action," "Label," and "Value."

You can define event parameters in your Javascript to organzie the

Data in your event reports.

Category lets you organize the events

You track into groups

Category lets you organize the events you track into groups. For your wbsite this might be

"Videos" or "Social Shares."

Action is the action the user took when

They initiated the event.

If you were tracking when users click a video play-button, you might have an event action category called

"Videos" with an associated action of "play.'

Label is an optional value used to further describe teh elemnts you're tracking like

The name of a video.

Label can help you make your event reports

"Value" is an optional numerical value like the

Amount of time it takes a video to load or how much a specific event action is worth.

You can use Value to assign a specific dollar amount when a

Specific action occurs.

Be mindful about how you name your categories, actions, and labels, so when they show up in your reports, the event data

Will be easy for you and others to understand.

If the Google Merchandise Store wants to set up an event on their website to track the

"Android" link under "Brands" they can set the event category as "Navigation", the action as "brands" and the label as "android".

Since navigation doesn't have a direct monetary impact, the Google Store can leave off the

"Value" parameter.

Once the event tracking code has been added to the navigation element, every time a user interacts with that element it will pass the parameters that were assigned to Google Analytics which will

Appear in the Events reports.

Total Events are calculated as teh total number of

Interactions with the tracked element

Unique Events are how many users have

Triggered the event.

If a user clicks on the Google Merchandise Store's navigation fo "Bags" five times in a single session the total number of link clicks for that event

Will be "five" but the number of Unique Events will be counted as "one."

Events reports are found under behavior. When you open the "Top Events" report, events are organized

You'll see metrics fr Total Events, Unique Events, and Event and Average Value (if applicable)

For each category you set up when you open the "top events" report.

You can jump to tthe category, action, or label simply by clicking on the navigation links at the

Top of the table report.

If you click into the category, you can see the associated Actions. This can help you view the various interaction states that were

Tracked for a Category in one place.

If you click into the action, under the events label, you can see the

Labels associated with that action.

One great use for events is tracking outbound link clicks that

Lead away from your site.

The Google Merchandise Store has a live chat button in their top navigation bar that opens a pop-up window when clicked. However this pop-up window was implemented by a third-party vendor and goes to a different URL that the Google Analytics tracking code won't track by defaut. We can set up

Event tracking on this button with the category "Outbound links", an action of "Live Chat" and a label of "Home" (or wherever the live chat button was clicked from). That way, we can tell how many times the live chat button was clicked and from what page. We can then know which web pages were causing users to seek help and work to better optimize those pages.

Be thoughtful about the events you want to track to give you insight into the customer behavior on your website. If your goal is to increase engagement, you'll

Want to focus on tracking actions that demonstrate how users navigate your site and interact with your content.

To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up?

Cross-domain tracking.

Cross-domain trakcing

To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up? (flipped)

View filters may NOT be applied

Retroactively to any data that has already been processes (true/false question)

To see data for users from the U.S. and Canada only in a view, which filter would be applied?

Filter 1: include U.S. and Canada

To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data?

Custom Dimension

Custom Dimension

To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data? (flipped)

To pair metrics with dimensions, what should they have in common?

To create a Custom Dimension for membership status (e.e., rewards level), what scope would be applied?

Custom Dimensions can be used in which reports?

As secondary dimensions in Standard reports and as Primary dimensions in Custom Reports.

When a Custom Dimension is active, what data will it affect?

Data colected after the Custom Dimension was applied.

To collect the number of comments users posted to a website page, what feature would be used?

Custom Metrics can have which scopes?

Custom Metrics can have which scopes (different order)

What four parameters can be included with an event hit for reporting?

Category, Action, Label, vAlue

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

Segmentation in Google Analytics

A way to view a subset of data in a report.

Through segmentation you can create

User segments or session segments.

User Segments can span

Multiple sessions with a maximum date range of 90 days.

You can ubild a user segment that shows data only for a

Specific age range, date range, gender, or a combination of these.

Session Segments

Confined to user behavior within a single session.

You can create session segments for a Goal users completed

During the session or the amount of revenue a user generated.

A powerful part of segments is the ability to add multiple segments to

A single report for comparison.

You can compare segments of users who made a purchase with those that didn't, to better understand

What influences people to buy.

You might choose to build segments based on a specific traffic source like paid search and compare that to

Sessions that originated from email campaigns. This helps you see which types of users each source delivers.

Both user and session segments can be built using

Dimensions, metrics, session dates, and even sequences of user actions.

In a report like the Audience Overview, the "All Users" segment is automatically applied and will include

Every user within the selected data range.

To add additional segments, click the

Grey arrow to open up the segment builder.

2 types of segments

Default segments and custom segments.

Default or System segments are segments already available

In Google Analytisc and show up under the System section.

Custom Segments are segments that

You create and show up under "Custom".

You can import segments that other users have created or share your

Own custom segments.

You can favorite any segments you think you'll want to

Use often and can view the segments currently selected.

To select a default segment, click the

System section and select the segment you wish to apply.

If you select Tablet Traffic and click Apply (all under segments) you'll be able to compare tablet traffic with

All of the traffic in any of your reports. These segments will be applie dto every report you open until you remove the segment or exit Google Analytics.

To remove a segment, click the down arrow and

Select "Remove".

To compare new and reurning users in reports, you can select the

New Users and Returning Users segments.

New Users and Returning users are segments that will show up at the top next to the

All Users segment.

If you want a cleaner report for comparison, we can turn off the All Users segment and

Click apply. This now compares only new and returning users.

Click the Plus icon to add additional

You can compare up to four segments at

Notice that there's an Actions drop-down menu on

"Copy" is an actions drop down menu that

Lets you copy the segment and edit it for customization.

"Build Audience" is an actions drop down menu that

Let's you build an audience for remarketing.

In addition to default segments, yyou can also create

Your own customized segments.

To create customized segments, simply click

"Create New Segment" beneath the applied semgment fields.

In the "Create New Segment" beneath the applied segment fields you can add your own

Characteristics to create a custom segment.

In the "Create New Segments" beneath the applied segments field you segment by

Demographics, technology, behavior, session dates, traffic sources, and ecommerce if implemented.

In the "Create New Segments" category, you select demographics for age 25 to 34 and language contains "es" for Spanish, which fill filter the data for

Users between the ages of 25 and 34 who ahve their browsers set to Spanish.

You can create more advanced segments that let you match dimensions and metrics to

Specific values that you enter.

You can specify multiple filters that make up conditions within

The segment you are targeting.

You can create segments based on sequences of user interactions, For example you can segment users that viewed

A specific page and hten watched a video.

Sequencies can be a mixture of

Pageviews or events.

You can import segment or share them to the Solutions Gallery by clicking

"Share Segments".

When you share a segment, you do not share

Any of your data. You onl share teh segmetn.

You can import new segments that users create

From the gallery.

Segments are applied after

If the data being shown in your reports is a sample, the data shown in your segments

Will also be a sample.

As you encounter more complex questions about your customers' behavior, you can create segments

To isolate subsets of data and find opportunities to improve your website's performance.

Channel report shows data

Segmented by channel

When your Google Ads or Google Marketing Platform campaigns are served on the Google Display Network, that traffic

Gets grouped in the Display channel.

If you advertise using Google Seaerch, that traffic

Gets grouped in the Paid Search channel.

The Conversions menu shows the

goals set up by teh Google Merchandise Store.

smart Goals are goals automatically generated

By Google's machine learning algorithms.

Attribution Modeling

A set of rules that determine how sales and conversions get attributed to your marketing campaigns.

The goal of attribution modeling is to help you better understand how

Different marketing campaigns and different marketing channels all work together to produce conversions.

Attribution Modeling can help you better allocate and invest your

Marketing time and budget.

A customer could visit the Google Merchandise Store from an AdWords ad. They could return a week later by clicking onn a link in a social network. That same day, they could return a third time through an email campaign and make a purchase. All of those marketing activities worked together

to generate the conversion.

Last-Click attribution model

By default, Google analytics will attribute all of the credit, or ecommerce revenue, to the last marketing activity.

To help you move beyond last-click attribution, Google Analytics has a series of reports called

Multi-Channel Funnel Reports or MCF

Multi-Channel Funnel Reports (or MCF) can tell you what role prior activities played

In the conversion process.

A channel that contributed to a conversion priod to the final interaction would be credited

With an "assited conversion" with teh Multi-Channel funnel reports.

MCF reports can indicate the time it took to go from initial interest to purchase. This conversion path data includes interactions across virtually all digital channels including

Paid and organic search, referral sites, affiliates, social networks, and email campaigns.

To use multi-channel funnels, you'll need to have first set up

Goals or Ecommerce

You can find Multi-Channel Funnel reports in the conversions section. In the Overview report, you can see the store's

Total conversions, as well as click-assisted, impression0assisted, and rich media-assisted conversions.

You can look at Ecommerce transactions or individual goals if you've

Set them up in the overview repor under the conversions section.

If you've linked your AdWords account, the report will also show

Specific AdWords data.

You can set a lookback window of 1 to 90 days. This will determine the period of time prior to

Conversion used in the report.

Below the timeline, you can visualize how much each channel contributed to

Overall conversions and where those overlapped.

The Assisted Conversions report shows the total number and monetary value of assisted sales and conversions broken out

By channel. The higher these numbers, the more the channel helped assist with conversions.

You can break the assisted conversions report out by the

Day of Conversion, the Day Before Conversion, and the Path Position.

The number of interactions involved in the conversion.

In the table with MCF channel grouping we can see the impact of out

Paid Search campaigns and how many conversions it drove.

Paid Search can help

Drive awareness.

The Top Conversion Paths report shows

Conversions and conversion value grouped by the channel combinations that led to conversion.

The Time Lag report shows conversion grouped by the number of

Days it took from inital interest to conversion.

The time lag report can give you a sense of how long your users take to

Make a purchase and potentially inform your remarketing campaigns.

The Path Length Report shows how many interactions on average it took to

Convert and how much each series of interactions was worth.

Using Channel and Muti-Channel Attribution reports, you can measure whether the campaigns for your business

Have been successful.

You can use channel analysis to better understand

What channels work for your business and which are most responsible for facilitating conversions.

Active users measures the

Number of unique users who initiated sessions on your site over the last 7, 14, or 30 days.

Short-term drops in traffic may be due to

Negative press or societal content.

Long-term drops in traffic may signal new

Release problems or inability to grow your audience.

the Cohort Analysis report lets you examine

Specific groups of users and their behavior to better inform your marketing.

The Cohort Analysis report lets you examine

Specific groups of users and their behavior, to better inform your marketing.

At the top of the Cohort Analysis report are several menus we can use to

Understand whether the Google Merchandise Store is increasing product revenue.

Cohort Type lets you select a single dimension of

Cohort to reporton.

The cohort type "Acquisition Date" groups cohorts based on

When users started their first sessions with your site.

Cohort Size determines the size of

You can group Cohort size by

Day, week, or month of acquisition.

The metric selector under cohort analysis lets you

Choose the metric you want to evaluate for each cohort.

The date range selector has preset dat ranges that

Vary based on the cohort size.

If you group the cohort by day, the date range will offer choices from

Pageview Report

The cohort Report builds a table that shows the average revenue per user for the cohorts defined.

The top row of the Cohort Pagevew Report shows

Average revenue per user across all users.

Analyze Cohorts

the other rows show average revnue per user for each cohort.

Review Heatmap- Darker Blue

Indicates Higher Results

Review Heatmap- Lighter blue

Indicates lower results.

If you ran a marketing campaign during a specific week, you could track if it

Prompted higher revenue per user and run similar campaigns in the future.

By comparing segments, we can analyze the effectiveness of various

Marketing campaigns that brought users to Androiid product pages.

Benchmarking reports enables you to compare

your data with anonymized aggregated industry data form other companies who share their data.

Benchmarketing (not google related)

comparing the quality of the company's goods, services, or processes with that of its best-performing competitors (not google related)

Benchmarking can help you set meaningful

Businss goals, gain insight into industry trends, and give you a baseline to measure your own business.

At the top of the benchmarking channels report you can select form over

1600 industry verticals to compare your business against.

In the benchmarking toolbar, you can select a particular region and a

Daily session size that's comparable to your own.

Benchmarking-Channels

You can compare channel data to benchmarks for each channel in the default Cahnnel Grouping.

You can quickly see which channels perform better in Acquisition and Behavior based on the

Green up or red down arrow in the benchmarking channels report.

Benchmarking-Channels report heatmap-More darkly colored cells

Indicate larger differences in outperforming or under-performing other businesses in the category you selected.

Benchmarking-Location Report

The Loocation report compares your Country/Territory data to the benchmarks for each of the countries and territories from which you receive traffic.

If you've already selected the Country/Region of "United States in the Bookmarking Channels report

You'll see it in the location report as well.

Benchmarking-Devices Report

Compares yyour devices data to the benchmarks for desktop, mobile, and tablet traffic.

Bechmarking-Devices Report, Details Toggle

You can click a visualization button to turn the metric values in the table on and off.

Benchmarking-Devices report, heatmap toggle

You can click a visualization button to turn the heatmap colors on and off.

The customization area contains any

Dashboards, shortcust, alerts, or Custom Reports that you've created.

Any custom reports you've previously created

Are located in underneath the customization section of the left hand bar in "Custom Reports"

You can create a new custom report that allos you to view the Google Merchandise Store's event category, action and label dimensions together

In the same report.

When creating a new custom report give it

A meaningful title, and you can add report tabs if you'd like.

You can add report tabs for

Better organization in the create custom report section.

Different Report types

Explorer, Flat Table

The standard Analytics report that includes a line graph and a data table, search and sort options, and secondary dimensions.

A static, sortable table that displays data in rows.

A map of the world with regions and countries in darker colors to indiciate traffic and engagement volume.

Since we are building a report to view all of the event parameters together, we should use

A flat table report in our report content, under create custom report.

You must specify at least one dimension an done

Metric to save a Custom Report.

In Custom Reports you can add up to

5 dimensions and 10 metrics.

When you add dimensions and metrics in your custom report, they will need to be of the

Same scope or no data will appear in the report.

Mixing the Event Category dimension with the Time on Page metric won't work because

This mixes a hit-level dimension with a session-level metric. Two different scopes.

You can add filters to the

Create Custom Report.

If you create a report with the dimension "Browser version", you could add a filter to

Display only specific browsers t=in the report such as chrome.

Custom Reports can be associated with different views as well, so they can easily be

Shared by users who have access to the same view.

After you've added your report content, remember to

Save your Custom report.

After you've saved your custom report, you can review it and now see the

Category, action, and label for all events in one report, as well as the total and unique events for those dimentions.

Configuring Custom Reports Enables You To

Use a custom dimension as your primary, rather than your secondary dimension; include more than two dimensions per row, which can be helpful if you need to export the data table into another software for analysis; report on any Custom Metrics you have collected.

Configuring Custom Reports Enables You To: Use A

Custom dimension as your primary, rather than your secondary dimesnion.

Configuring Custom Reports Enables You To: Include mroe than

Two dimensions per row, which can be helpful if you need to export the data table into software for analysis..

Configuring Custom Reports Enables You To: Report on any Custom Metrics you

Have collected.

Segments applied to reports can analyze data for which of the following groups?

Users 25 to 34 years of age who have their browsers set to spanish; users who viewed a webpage, then watched a video; users who engaged in social media or email campaigns.

Custom segments may be created using which of the following criteria?

Dimensions, Metrics, Session Dates, Sequences of Uer Actions

Metrics, Sequences of User Actions, Session Dates, Dimensions

Custom segments may be created using which criteria? (different order)

How many segments may be applied at once?

How many segments may be applied at once? (flipped)

Because segments are applied before sampling, segmented data will not be sampled (false)

What report shows data segmented by channel?

Google Ads and Google Marketing Platform campaigns served on the Google Display Network are groued into which channel?

What report analyzes which webpages get the most traffic and highest engagement?

All Pages Report

All Pages Report

What report analyzes which webpages get the most traffic and highest engagement? (flipped)

In a "last-click" attribution model, Google Analytics will attribute all of teh conversions credit to which source(s)?

Last marketing activity

Multi-channel Funnel reports can credit conversions across which of these channels?

Website referrals; paid and organic search; custom campaigns.

How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

Assisted Conversion

What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30 day periods?

Active Users Report

Active Users report

What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30 day periods?

What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

Cohort Analysis report

Cohort Analysis report

What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

Custom Reports have which capabilities?

Use multiple dimensions together in the same report
Create a report with Custom Metrics
Use a Custom Dimension as a primary dimension

What tpe of Custom Report shows a static, sortable table with rows of data?

Which would prevent data from appearing in a Custom Report?

A filter that filters out all data; dimensions and metrics of different scoppes.

a. Users 25 to 34 years of age who have their browser set to Spanish, b. Users who viewed a webpage, then watched a video, and c. Users who engaged in social media or email campaigns

1.
Segments applied to reports can analyze data from which of the following groups? (Select all that apply)

a. Users 25 to 34 years of age who have their browser set to Spanish

b. Users who viewed a webpage, then watched a video

c. Users who engaged in social media or email campaigns

d. Users who have children under the age of 18

a. Dimensions, b. Metrics, c. Session dates, and d. Sequences of user actions

2.
Custom segments may be created using which criteria? (Select all that apply)

a. Dimensions

b. Metrics

c. Sessions dates

d. Sequences of user actions

3.
How many segments may be applied at once?

a. 1

b. 2

c. 3

d. 4

4.
Because segments are applied before sampling, segmented data will not be sampled.

a. True

b. False

5. What report shows data segmented by channel?

a. Segmentation

b. Source/Medium

c. Channels

d. Attribution

6.
Google Ads and Google Marketing Platform campaigns served on the Google Display Network are grouped into which channel?

a. Paid Search

b. Organic Search

c. Direct

d. Display

c. All Pages report

7.
What report analyzes which webpages get the most traffic and highest engagement?

a. Active Users report

b. Engagement report

c. All Pages report

d. Frequency and Recency report

b. Last marketing activity

8.
In a "last-click" attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?

a. First marketing activity

b. Last marketing activity

c. Single assisted conversion

d. All assisted conversions

a. Website referrals, b. Paid and organic search, and c. Custom campaigns

9.
Multi-channel Funnel reports can credit conversions across which channels? (Select all that apply)

a. Website referrals

b. Paid and organic search

c. Custom campaigns

d. Television channels

b. Assisted conversion

10.
How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

a. Primary conversion

b. Assisted conversion

c. Second-to-last-click attribution

d. Last-click attribution

b. Active Users report

11.
What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

a. User Explorer report

b. Active Users report

c. Users Flow report

d. Behavior Overview report

d. Cohort Analysis report

12.
What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

a. Behavior Overview report

b. Active Users report

c. Users Flow report

d. Cohort Analysis report

a. Use multiple dimensions together in the same report, b. Create a report with Custom Metrics, and c. Use a Custom Dimension as a primary dimension

13.
Custom Reports have which capabilities? (Select all that apply)

a. Use multiple dimensions together in the same report

b. Create a report with Custom Metrics

c. Use a Custom Dimension as a primary dimension

d. Create a report with data-driven attribution

14.
What type of Custom Report shows a static, sortable table with rows of data?

a. Explorer

b. Fat Table

c. Map Overlay

d. Pivot Table

a. A filter that filters out all data and c. Dimensions and metrics of different scopes

15.
Which would prevent data from appearing in a Custom Report? (Select all that apply)

a. A filter that filters out all data

b. Not sharing the Custom report with users in the same view

c. Dimensions and metrics of different scopes

d. Too many dimensions applied to the Custom report

DoubleClick Bid Manager is now

Display and Video 360

Remarketing lets you target

Ad content to users who have already visted your website.

When a user visits your site and doesn't make a purchase, you can use remarketing to show them relevant ads on the

Google Display Network, on mobile apps, or on Google Search

Remarketing can bring users who left your site back to

Your website and encourage them to make a purchase.

To enable Remarketing in Google Analytics, you need to first enable

Advertising Features in your Analytics property settings.

To enable advertising features in the analytics properties section, go to the Admin section, click on

"Tracking Info" and then "Data Collection." Then set Remarketing and Advertising Reporting Features to "on."

You'll need to link your Google Ads or Display & Video 360 account to

Get the most out of remarketing.

Once you've set up remarketing, you can create specific "Audiences" that let you

Target groups of users based on common attributes.

Audiences are made up of browser cookies from

Users that visited a site with Google Analytics implemented and the remarketing tracking code enabled. This allows you to target those users.

You can create a remarketing audience that includes users who visited a specific

Page of your website or clicked to play a video.

Since website remarketing utilizes browser cookies, creating remarketing audiences in Analytics doesn't require

Any additional tagging on your website.

If a user clears their browser cookies, they will no longer be a part of the

Remarketing audience you created until they visit your site again.

To get started with audience remarketing, click "Admin" and then "audience Definitions" under the property you

Wish to use for this audience list. Click "Audiences" then click "New Audience", select the view and account you want the audience list attached to. Click next step.

After you click next step in audiences for retargeting

Define Your Audience

You can define you audience from a

Preconfigured list of audience definitions.

You can mouse over the question market next to each Audience in "Define Audience" to learn more about

The users that those Audiences target.

If you click on an Audience in "define Audience", you can see an estimate of the users in

That audience over the last seven days.

You can set how long users are eliglbe to be served remarkeitng ads using the

Membership duration.

You can set membrership duration for your audience from

If you wish to design a more specific audience for your business, you can import a

Segment to use as the basis for that audience.

Click Import Segment in the Define audience section and choose from the segments

That are available in the current property or create an audience directly form the segment picker itself.

You can define a new Audience from Scratch. The Audience Builder is very similar

To the "Custom Segment' builder.

The Google Merchandise Store can remarket to users who have viewed

Android merchandise product pages with the audience builder, that's very similar to the custom segment builder.

You can click "Conditions from the options on the left of audience builder and create a filter for sessions in which "page"

Contains "android". When you finish configuring your audience, click apply.

After you finish configuring your audience and clicked apply, you can see the estimated

Number of users in the audience you just defined.

Audience lists will ppopulate in the AdWords or doubleclick account that you

Link to Analytics. These products can then be used to create ad campaigns for those specific audiences.

If your Audience in Analytics meets the requirements for Search remarketing, it will be eligible

For both Search and Display remarketing in your AdWords accounts.

Google Search Remarkeitng Must

Meet criteria, must have 1000+ users, include eligible demographics,

The Google Display Network's Demographics dimensions "age, gender, interest" are not eligible

For search remarketing.

Remarketing is a powerful way of re-engaging users who have

Visited your website, but didn't complete a conversion or make a purchase.

Google Analytics can help you define audiences based on

User behavior and customize your campigns to increase your conversions.

Dynamic Remarketing with Analytics lets you target

Remarketing ads more precisely.

Dynamic Remarketing enables you to target based on

Content or products users previously viewed on your site, related and top-performing content and products, and purchase histories and demographcis.

The Google Merchandise Store can collect product IDs from the merchandise that users

Viewed on their website and later advertise those products to those same users to bring them back to the Store website and make a purchase.

To set up dynamic Remarketing, you first need to link your

Google Ads and Analytics accounts, and enable Advertising features.

Retail businesses will need to link their AdWords accounts to their

Google Merchant Center.

The Merchant Center

A website that lets shoppers see your online and in-store inventory.

Dynamic remarketing campaigns can use the google merchant store data to better

To link your AdWords account, sign into the Merchant Center and add your

AdWords customer ID. Then you can sign into AdWrods and approve the link request from the Merchant center.

To enable Dynamic Remarketing, you will need to

Find your verticle attributes for Dynamic Remarketing, create your Custom Dimensions, and update your website tags, crate audiences for Dynamic Remarketing, create attributes for dynamic remarketing, and create your dynamic remarkeitng campaign in AdWords.

To enable Dynamic Remarketing, you will need to find

Verticle attributes.

To enable Dynamic Remarketing, you will need to create custom

To enable Dynamic Remarketing, you will need to update

To enable Dynamic Remarketing, you will need t create dynamic remarkeitng

Audiences, attributes, and campaign.

You can find the list of vertical attributes for Dynamic remarketing in the

Retail Vertical Attribute. You can see that there are both required and

Optional attributes.

Because we want to track which products the user viewed, which page the user is on, and the total value we'll use

All three attributes (product ID, product Type, Total Value) when setting up the Custom Dimension

Once you know the vertical attributes you need to ues, you can set up your

Custom Dimensions using each vertical attribute as teh name of each dimension. This is how Google Analytics will know what is being stored in the Custom Dimension.

When you save your Custom Dimensions, Analytics will provide you with a

Trakcing code to place on the pages where your products appear.

You'll also need to cerate some additional code to pass information like

Product ID, page type, and total value.

Once you've added the code to your website pages, you can create your

Dynamic Remarketing audiences using the Custom Dimensions you've defined.

Audiences for Dynamic Remarketing can include

Users who viewed homepage, product pages; users who viewed search result page on website; users who viewed prodcut lists or detail pages; users who abandoned their shopping cars; or users who previously converted.

You can create Dynamic Retargeting Audiences the same way that we created Remarketing Audiences earlier, using

Segments from Custom Dimensions.

After adding vertical attributes to your page tags and creating your Remarketing Audiencs, you need to create

Dynamic Attributes based on those vertical attributes and link them to your AdWords account.

Navigate tot he property in which you want to create the dynamic attributes. Under property, click Audience Definitions, then Dynamic Attributes. Click New Attribute.

Then you'll be taken to the Dynamic Attribute Linking.

Under Dynamic Attribute Linking, select your

Business type, this will be teh vertical you want (for example: retail or flights)

After selecting business type under dynamic attribute linking, next Under View, select the Analytics view in which

The Dynamic Attribute data is available. Under destination account, select the AdWords account that you want to link to the Dynamic Attributes. Then click next step.

After clicking next step in Dynamic Attribute Linking, select the vertical attributes you added

to your page tags and click Save.

Once you've set up your AdWords campaign, you'll be able to

Re-attract audiences based on the content that they previously viewed on your site.

When you're looking to analyze oyur onling business with Google analytics, the whole process starts with

Measurement includes asking questions like

"How many people are completing your customer journey", and "where are you losing or retaining customers in that journey"

Measurement is all about collecting the right

Data you need to answer your business questions.

After collecting data, you'll need to package up data into

Readable reports that you can send to decision-makers that will allow them to make important strategic decisions.

Creating readable reports for decisions makers often includes developing and distributing

Custom Reports and dashboards.

After collecting data and after creating reports you'll go in and

Analyze the data (analyze reports)

Sometimes analysis will be as pasic as

Identifying larger trends.

Analysis can include more complex segmentation of your data or

Competitive analysis that compares your company's performance to industry benchmarks.

The process of developing hypotheses based on your expectations and figuring out why your metrics match or don't match those expectations.

When you find data that doesn't align with your expectations, your analysis can help you

Figure out the cause.

Testing is the final phase of the process after

Collecting data, creating reports, and analyzing reports.

Testing is where you try

Different solutions to problems you identified in your analysis to see if you can get your metrics in line with expectations.

Testing is critical because it allows you to

Discover opportunities for improvement and decide what is and isn't working.

After testing, you can repeat what you learned from this process to continue to

Refrine and improve your marketing.

What is "remarketing" in Google Analytics?

When users are shown targeted ads to bring them back to a website and encourage a conversion.

To enable remarketing in Google Analytics, what must first be enabled?

Advertising Reporting Features; Google Ads or Display & Video 360 account linking.

Which remarketing audiences can be defined in Google Analytics?

Users who visited a specific page on a website; users who played a video on a website; users who speak a particular language.

Users who speak a particular language; users who played a video on a website; users who visited a specific page on a website.

Which remarketing audiences can be defined in Google Analytics? (different order)

Remarketing can show relevant ads on which Google properties?

Google Display Network; Mobile Apps; Google Search

Mobile Apps; Google Search; Google Display Network

Remarketing can show relevant ads on which Google properties? (different order)

What is the maximum duration a user can be included in a remarketing audience?

What Google Analytics data can be used to define a remarketing audience?

Pre-defined Segment; Custom Segment

how many user cookes does an audience lsit require to be eligible for Google Ads Search Ad remarketing

Which users could be targeted with Dynamic Remarketing to bring them back to a website?

Users who viewed a website search result page; users who viewed product detail pages; users who abandoned their shopping carts.

To set up Dynamic Remarketing for a retail vertical, what must be linked to Google Ads?

The Google Merchant Center

To set up Dynamic Remarketing, what must first be created in Google Analytics?

Custom Dimension

Custom Dimension

To set up Dynamic Remarketing, what must first be created in Google Analytics? (flipped)

Basic Purchase Funnel consists of

Acquisition, Behavior, Conversion

Building awareness and acquiring user interest.

When users enage with your business.

When a user becomes a customer and transacts your business.

We can measure many different aspects of the funnel using

Digital analytics

We can track what online behavior led to purchases and use that data to

Make informed decisions about how to reach new and existing customers.

Using digital analytics, a T-Shirt store could collect and analyze

Data from their online advertising campaigns to see which are the most effective and expand those marketing efforts.

Geographical sales data can be used to understand if people in certain places buy a

Lot of shirts and then run additional advertising campaigns in those areas.

Analytics can be used to understand users' progress through their online shopping cart. If they noticed that users

Have trouble with a particular step on their website, they can make changes to the site to resolve the problems.

Publishers and digital analytics

Can use it to create a loyal, highly-engaged audience and to better align on-site advertising with user interests. .

Ecommerce busineses can use digital analytics to understand their customers'

Online purchasing behavior and better make their products and services.

Lead generation sites

Can collect user information for sales teams to connect with potential leads.

Google Analytics can collect behavioral data from a variety of systems such as

Mobile applications, online point-of-sales systems, video game consoles, customer relationship management systems, or other internet-connected platforms.

Mobile applications, online point-of-sales systems, video game consoles, customer relationship management systems, or other internet-connected platforms.

Google Analytics can collect behavioral data from a variety of systems such as

Data is compiled into analytics reports, which you can use to

Perform in-depth analysis to better understand your customers and their purchase journy.

Google Analytics

A platform that collects data and compiles it into useful reports.

To track a website you first have to create

A google analytics account.

To track a website, after creating a google analytics account

Ad a small piece of Javascript tracking code to each page on your site.

After adding a piece of javascript tracking code to each page of your site, every time a user visits a page, the tracking code

Will collect anonymous information about how that user interacted with that page.

For the Google Store, the tracking code could show us how many users

Visited a page that sells drinkware versus a page that sells housewares.

The tracking code could tell us how many users bought an item like an Android doll by tracking whether

They made it to the purchase confirmation page.

Tracking code will collect information from the browser like the

Language the browser is set to, the type of browser (such as Chrome or Safari), and the device and operating system, as well as traffic source.

What brought users to the site in the first place.

The traffic source might be a

Search engine, an advertisement they clicked on, or an email marketing campaign.

Every time a page loads, the tracking code will and send updated information about

The user's activity. Google analytics groups this activity into a period of time called a "session."

A session begins when a user

Navigates to a page that includes the Google Analytics tracking code.

A session ends after 30 minutes

If the suer returns to a page after a session ends, a new

Session will begin

When the tracking code collects data, it

Packages the information uip and sends it to Google Analytics to be processed into reports.

When Analytics processes data, it aggreagates and

Organizes the data based on particular criteria like whether a user's device is mobile or desktop or which browser they're using.

Configuration settings allow you to customize

How the data is processed.

Configuration setting example, applying a filter to make sure your data

Doesn't include any internal company traffic.

Configuration setting examply, applying a filter to online include data from a

Particular country or region that's important to your business.

Once Analytics processes the data, it's stored in a database where

It can't be changed.

When you set up your configuration, don't exclude any data you think you might

Want to analyze later.

Once the data has been processed and stored in the data base, it will appear

In Google analytics as reports.

All of your Google analytics accounts can be grouped under an

Organization, which is optional.

Organizations allow you to manage multiple

Google Analytics accounts under one grouping.

Large businesses or agencies with "organizations" feature could have

Multiple accounts

Medium to small-sized businesses generally only use

One account to organize under organization.

When you create a google analytics account, you also automatically create a property, and, within that property

A view for that account.

Each analytics account can have multiple properties and each property

Can have multiple views.

Organizations, accounts, properties, and views lets you organize your

Analytics data collection in a way that best reflects your business.

Google Analytics account determines how data is collected from your websites and manages

Who can access that data.

Typically, you would create separate Analytics accounts for distinct

Businesses or business units.

Each Google Analytics account has at least one "property". Each property can

Collect data independently of each other using a unique trakcing ID that appears in your tracking code.

You may assign multiple properties to each account so you can

Collect data from different websites, mobile applications, or other digital assets associated with your business.

You may want to have separate properties for different sales

Regions or different brands.

Properties allow you to easily view the data for an individual part of

Your business, but it won't allow you to see data from separate properties in aggregate.

As each account can have multiple properties, each property cn have

Multiple "views".

Filters feature

Used in your confuration settings to determine what data you want to include in the reports for each view.

The Google Store sells merchandise from their website across different geographical regions. They can create one view that includes

All of their global website data

The Google Store sells merchandise from their website across different geographical regions. If they wanted to see data for individual regions, they could create separate

Views for individual regions (N. America, Europe, Asia)

If the google store wanted to only see data for external traffic (that didn't include their own store employees), they could set up a view that filtered out

Internal traffic based on IP address.

The view level lets you set Google analytics "Goals". These goals are a

Valuable way to track conversations, or business objectives, from your website.

A goal could be how many users signed up for

An email news letter.

A goal could be how many users purchase

Be thoughtful when setting up your accounts, properties, and views, because

You can't change data once its been collected and processed by Google Analytics.

New views only include data

From the date, the view was created and onwards.

When you create a new view, it will not

Include past data.

If you delete a view, only

Administrators can recover that view within a limited amount of time. Otherwise, it'll be permanently deleted.

You can assign permissions to otehr users at the

Account, property, or view level.

Each level inherits permissions from the

Level above it (account, property, or view)

If you have access to an account then yyou have the same access permissions to properties and views

Underneath that account.

If you only have access permissions for a view

Then you won't have permission to modify the property or account associated with that view.

By clicking "Admin", Google Analytics lets you set user permissions for

"Managing Users", "Edit", "Collaborate", or "Read and Analyze".

"Managing Users" lets users

Add or remove user access to the account, property, or view.

"Edit" lets users make changes to

The configuration settings.

"Collaborate" allows users to

Share things like dashboards or certain measurement settinsg.

"Read and Analyze" lets users

View data, analyze reports, and create dashboards but restricts them from making changes to the settings or adding new users.

"Read and Analyze" restricts users from

Making changes to the settings or adding new users.

Make sure you align your properties and views of the data you collect with your overall

Business structure.

To see what views are currently available for a property click the

"Admin" tab at the top.

"Admin" tab, under view, click view settings. In this area when you first create a property Analytics

Automatically sets up an unfiltered view called "All web Site Data"

"All Website Data" contains all of the

Raw, unchanged data you collected for the property. It's recommended changing the name to "Raw Data" so you know it hasn't been filtered.

To change the "View Name" name symply

Type in the new name and click save.

Setting up a "test view" tests

The view settings page.

If we configure something incorrectly, we may inadvertently

Lose data we want to collect. So it's best to test all of our configurations in test view first.

To set up a test view, at the top left click the

View selector pull-down menu. Then select create new view and after naming it click "create view".

Once in the "test view" for a property, click view settings scroll down, and under bot filtering click

"exclude all hits from known bots and spiders" as this will help filter out bot traffic.

Master View is the view that we

Use to do all of our reporting and analysis.

To copy the view, in the top right corner click

Filters are used to determine

What data we want Analytics to display in each view.

Excluding internal IP measure makes it so we can measure online

Google Store (our business's) behavior strictly for external customers, without any employee influence.

Click the view name you want, then filters then add filter inorder to get to the

Add filter to view.

Two filter types

Predefined, and custom filters.

Custom filters and predefined

Two filter types (different order)

Predefined filters are templates for the

Most common filters you'll use.

Custom filters let you design a filter to

Include, exclude, or modify data.

Since excluding data by IP address is common, Analytics

Offers a predefined filter for that (not in customs filters)

Predefined filter, followed by select filter type (exclude) followed by select source or destination (traffic from the IP addresses) then the select expression (that are equal to) will allow you to type

A specific IP address that you want to exclude.

You can find your public IP addresses by opening a new tab and searching for

"What's my ip?" in Google.

Once you have the public IP address that you want, enter it into the

IP addresses field and then press save (after filter tpe predefined, exclude, take from the ip addresses, taht are equal to)

When you create a filter it shows up in the

List of filters.

Once you've saved a filter and applied it to a view, Google Analytics will

Check the IP addresses of traffic to the web proeprty and exclude those that match the filter.

It will take a little time for the filter to catch all of

To test that the filter is excluding internal traffic, click "reporting" which is

On the very top, next to the home and customization buttons, to the right of the Google Analytics logo.

After clicking "reporting" then click "real time" followed by overview to show you a

Report of real-time traffic to your website.

If you're on your internal network, you should notice that your internal user traffic should

Decline over the next 30 minutes.

Once the filters have taken effect, Analytics won't collect any internal activity for the

IP address you filtered.

Once you've verified the filter is working in your test view, you can add it to

Your master view.

Instead of "create new filter" you can select the radio button for "apply existing filter". This will allow you to

Select from a list of filters you've previously created.

If you apply multiple filters to a view, each filter will be

Applied in the order they appear in your filter settings.

If you have two filters in a single view, the data will pass through

The first filter before passing through the second.

Be mindful of the order in whichyou apply filters because

The data will pss through the first filter (if you have two or more) before it passes through the second.

Using tracking code, Google Analytics can report on data from which systems?

- E-commerce platforms
- Mobile Applications
- Online point-of-sales systems
- Systems not connected to the Internet

- E-commerce platforms
- Mobile Applications
- Online point-of-sales systems

To collect data using Google Analytics, which steps must be completed?(select all answers that apply)

- Install Google Analytics desktop software
- Create an Analytics account
- Add Analytics tracking code to each webpage
- Download the Analytics app

- Create an Analytics account
- Add Analytics tracking code to each webpage

The Analytics tracking code can collect which of the following?(select all answers that apply)

- Language the browser is set to
- Type of browser
- User's favorite website
- Device and operating system

- Language the browser is set to
- Type of browser
- Device and operating system

When will Google Analytics end a session by default?

-After 30 minutes, regardless of user activity on your website
-Once the user opens another browser window
-When a user is inactive on your site for 30 minutes or more or closes a browser window
-At noon every day

-When a user is inactive on your site for 30 minutes or more or closes a browser window

Once Google Analytics processes data, it's stored in a database where it can't be modified.

True
False

Which represents the hierarchical structure of a Google Analytics account from top to bottom?

-View > Account > Property
-Property > Account > View
-Account > View > Property
-Account > Property > View

-Account > Property > View

A user with "edit" permissions at the Account level will automatically have "edit" permissions at which other levels?
(select all answers that apply)

User
Property
View
Product

To locate a property's Analytics tracking code, which sequence of steps should be followed?

Admin > Tracking Code > Tracking Info
Admin > Tracking Info > Tracking Code
Reports > Audience > Tracking Code
Audience Reports > Settings > Tracking Code

Admin > Tracking Info > Tracking Code

To use Analytics to collect website data, what must be added to the website page HTML?

Google campaign parameters
Google Analytics terms and conditions
Google Analytics tracking code
A permissions button

Google Analytics tracking code

Where should the Analytics tracking code be placed in the HTML of a webpage to collect data?

-Immediately after the opening <head> tag of your website
-Immediately before the closing </head> tag of your website
-Immediately after the opening <body> tag of your website
-Immediately before the closing </body> tag of your website

-Immediately after the opening <head> tag of your website

When a new view is created, what data will be included?

Data from before the view was created
Data from after the view was created
Data from before and after the view was created
No data

Data from after the view was created

A deleted view can be recovered by account administrators within how many days?

35
65
95
125

What are the options for filtering data in Google Analytics?

Exclude data from a view
Include data in a view
Modify how data appears in your reports
All of the above

All of the above

Why is it important to keep one unfiltered view when using filters with Google Analytics?

To ensure you can always access the original data
In order to configure Goals
In order to use a filter for multiple views
There is no reason to have an unfiltered view

To ensure you can always access the original data

In which order does Google Analytics filter data?

Alphabetical order by filter name
The order in which the filters were last edited
The order in which the filters are applied
Randomized order

The order in which the filters are applied

When a filter is applied to a view, what data is affected?

Data from before the filter was created
Data from after the filter was created
All the data available in a view
None of the data available in a view

Data from after the filter was created

What feature would be used to compare two date ranges in a report?

Hourly, Day, Week, Month views in the time graph
Real-time reports
Date range comparison
Account selector

Date range comparison

What does the "Users" metric measure?

-The total number of visits to your website
- Users that had at least one session on your site in the given date range
- Users that landed on the homepage of your website
-Users who have signed up to an email newsletter on your website

Users that had at least one session on your site in the given date range

What is the "Bounce Rate" in Google Analytics?

- The number of times unique users returned to your website in a given time period
-The percentage of sessions in which a user exits from your homepage
-The percentage of total site exits
- The percentage of visits when a user landed on your website and exited without any interactions

- The percentage of visits when a user landed on your website and exited without any interactions

What is a "dimension" in Google Analytics?

- The total amount of revenue a business has made in a given date range.
-An attribute of a data set that can be organized for better analysis.
- A comparison of data between two date ranges.
-A report that offers information about your audience.

-An attribute of a data set that can be organized for better analysis.

What is a "metric" in Google Analytics?

- A dimension that can help you analyze site performance.
-The dates in your date range.
-A segment of data separated out in a report for comparison.
-The numbers in a data set often paired with dimensions.

-The numbers in a data set often paired with dimensions.

What is a "secondary dimension" in Google Analytics?

- An additional widget you can add to a dashboard for more specific analysis.
-An additional metric you can add to a report for more specific analysis.
-An additional dimension you can add to a report for more specific analysis.
-A visualization that allows you to understand the impact of your data.

-An additional metric you can add to a report for more specific analysis.

Which Google Analytics visualization compares report data to the website average?

Pivot view
Comparison view
Performance view
Percentage view

Comparison view

How can the amount of data in a sampled Google Analytics report be increased?

Apply additional filters
Remove the Secondary Dimension
Choose "Faster response" in the sampling pulldown menu
Choose "Greater precision" in the sampling pulldown menu

Choose "Greater precision" in the sampling pulldown menu

When selecting "Share Template Link" in the dashboard, what will be shared?

Dashboard only
Data only
Dashboard and data
Neither dashboard nor data

When a dashboard is shared, users can edit the dashboard configuration.

True
False

What setting must be enabled to view data in Demographics and Interests Reports?

Content Grouping
Advertising features
User permissions on the view
In-Page Analytics

Advertising features

What report would best help identify potential browser issues with website traffic?

The Active Users report
The New vs Returning report
The Browser & OS report
The Source/Medium report

The Browser & OS report

What report shows what mobile devices were used to view a website?

The Exit Pages report under "Site Content"
The Landing Page report under "Site Content"
The Engagement report under "Behavior"
The Devices report under "Mobile"

The Devices report under "Mobile"

Which Traffic Source dimensions does Google Analytics automatically capture for each user who comes to your site?

Source, Keyword, Campaign name
Source, Medium, Keyword
Source, Medium, Campaign name
Medium, Keyword, Campaign name

Source, Medium, Campaign name

Which "sources" are available in Google Analytics?
(select all answers that apply)

googlemerchandisestore.com
Email
Google
(direct)

googlemerchandisestore.com
(direct)

Which "mediums" are available in Google Analytics?

(select all answers that apply)

organic
cpc
mail.google.com
referral

organic
cpc
referral

Which "channels" are available in the default Channels report?
(select all answers that apply)

Organic Search
Device
Display
Direct

Organic Search
Display
Direct

. What report can show how particular sections of website content performed?

Location
Content Drilldown
Frequency and Recency
Top Events

Content Drilldown

What report lists the website pages where users first arrived?

Events > Pages
All Pages
Exit Pages
Landing Pages

What report should be used to check if users are leaving from important pages on your website?

Landing Pages report
All Pages report
Exit Pages report
Pages report under Events

Exit Pages report

Which three tags does Google Analytics require for accurate campaign tracking?

Medium, Source, and Content
Medium, Source, and Campaign
Campaign, Content, and Term
Source, Content, and Term

Medium, Source, and Campaign

Which tags are standard Google Analytics campaign parameters?
(select all answers that apply)

utm_adgroup
utm_source
utm_medium
utm_content

utm_source
utm_medium
utm_content

To quickly generate campaign tags, what tool should be used?

The Measurement Protocol
The Segment Builder
The URL Builder
The Goal Selector

The URL Builder

Which formats may be used to add a custom campaign parameter to a URL?

(select all answers that apply)

-www.googlemerchandisestore.com/?utm campaign = fallsale
- www.googlemerchandisestore.com/?utm_campaign=fallsale
-www.googlemerchandisestore.com/?utm_campaign=fall_sale
- www.googlemerchandisestore.com/?utm_campaign = fall sale

- www.googlemerchandisestore.com/?utm_campaign=fallsale
-www.googlemerchandisestore.com/?utm_campaign=fall_sale

Which are examples of Goals in Google Analytics?
(select all answers that apply)

Making a purchase
Signing up for a newsletter
Completing a successful Google search
Submitting a contact information form

Making a purchase
Signing up for a newsletter
Submitting a contact information form

When creating a Goal in Google Analytics, which are required?
(select all answers that apply)

Goal Name
Goal Type
Goal Slot ID
Goal Funnel Visualization

Goal Name
Goal Type
Goal Slot ID

If the Google Merchandise Store sets up a URL goal of "/thankyou" and a Match Type of "Begins with", which of the following pages on www.googlemerchandisestore.com will count as goals?

/thankyou.html
/thankyou.php
/thankyou/receipt.php
All of the above

All of the above

AdWords lets users advertise on which properties?
(select all answers that apply)

Google Search
Google Display Network
DoubleClick Campaign Manager
Google AdSense

Google Search
Google Display Network

Enabling auto-tagging does what?

Adds Analytics tags to campaign URLs
Adds AdWords tags to campaign URLs
Adds campaign hyperlinks to website pages
Adds Analytics tracking code to website pages

Adds AdWords tags to campaign URLs

What Google Analytics AdWords report can show which bid adjustments resulted in higher conversions?

Campaigns
Keywords
Bid Adjustments
Destination URLs

Bid Adjustments

If default Google Analytics tracking code is installed on pages with different domains, Analytics will count these users and sessions separately.

True
False

What does Google Analytics call a URL that passes data parameters for reporting?

A tag
A hit
A dimension
A metric

When does the Google Analytics tracking code send a pageview hit to Analytics?

Every time a user clicks a video
Every time a user adds an item to a shopping cart
Every time a user performs a search on a website
Every time a user loads a webpage

Every time a user loads a webpage

When does the Google Analytics tracking code send an event hit to Analytics?

Every time a user performs an action with pageview tracking
Every time a user makes a reservation on a booking site
Every time a user adds an event to their calendar
Every time a user performs an action with event tracking

Every time a user performs an action with event tracking

What does Google Analytics use to differentiate new and returning users?
(select all answers that apply)

A browser cookie
Artificial intelligence
A randomly-assigned unique identifier
A sequential unique identifier

A browser cookie
A randomly-assigned unique identifier

What will happen if a user clears the Analytics cookie from their browser?

(select all answers that apply)

-Analytics will inform the user that they need to set a new -Analytics cookie
-Analytics will not be able to associate user behavior data with past data collected by the tracking code
-Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page
-Analytics will automatically recognize returning users

-Analytics will not be able to associate user behavior data with past data collected by the tracking code
-Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page

By default, Google Analytics can recognize returning users over multiple sessions from different browsers and devices.

True
False

A session in Google Analytics times out after how many minutes by default?

5
15
30
60

To send data to Google Analytics from a web-connected device like a point-of-sale system, what feature must be used?

Data Import
Browser cookies
The Networking protocol
The Measurement Protocol

The Measurement Protocol

For an event goal defined as playing a video, how many Goal conversions will Google Analytics record if that video is played three times in the same session, ?

1
2
3
4

Which are Goal types in Google Analytics?

(select all answers that apply)

Destination
Shopping Cart
Pages/Screens per session
Duration

Destination
Pages/Screens per session
Duration

If data is excluded from a view using a filter, it may be recovered within thirty days.

True
False

Which of these scopes could be used for dimensions and metrics?

Event-level, session-level, or transaction-level scope
Location-level, duration-level, or user-level scope
Hit-level, session-level, or user-level scope
Event-level, duration-level, or transaction-level scope

Hit-level, session-level, or user-level scope

When defining a measurement plan, what is the order of steps?

Business objectives > KPIs > key actions
KPIs > key actions > business objectives
Key actions > KPIs > business objectives
Business objectives > key actions > KPIs

Business objectives > key actions > KPIs

What are macro-conversions in a measurement plan?

- The metric data used to measure business success
-The main website actions users take that accomplish stated business goals
-The secondary website actions users take that lead to main actions
-A list of keyboard shortcuts for measurement tasks in Google Analytics

The main website actions users take that accomplish stated business goals

To collect data from two websites with different URLs using a single Google Analytics property, what feature must be set up?

Advanced filters
Cross-domain tracking
Event tracking
Custom Dimensio

Cross-domain tracking

Filters may be applied retroactively to any data that has already been processed.

True
False

To see data for users from the U.S. and Canada only in a view, which filter would be applied?

Filter 1: include U.S. > Filter 2: include Canada
Filter 1: include Canada > Filter 2: include U.S.
Filter 1: include U.S. and Canada
Filter 1: exclude Europe and Asia

Filter 1: include U.S. and Canada

To view data in reports by user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature is needed to collect this data?

Event Tracking
Custom Metric
Custom Dimension
Custom Filter

Custom Dimension

To pair metrics with dimensions, what should they have in common?

Same creator
Same creation date
Same view
Same scope

To create a Custom Dimension for membership status (i.e., rewards level), what scope would be applied?

Hit
Product
Session
User

Custom Dimensions can be used in which reports?

(select all answers that apply)

As primary dimensions in Standard reports
As secondary dimensions in Standard reports
As primary dimensions in Custom Reports
As custom metrics in Custom Reports

As secondary dimensions in Standard reports
As primary dimensions in Custom Reports

When a Custom Dimension is active, which data will it affect?

Data collected before the Custom Dimension was applied
Data collected after the Custom Dimension was applied
All of the data in the property
None of the data in the property

Data collected after the Custom Dimension was applied

To collect the number of comments users posted to a website page, what feature would be used?

Custom Filter
Custom Dimension
Custom Metric
Custom Alert

Custom Metrics can have which scopes?
(select all answers that apply)

Hit
Product
Session
User

What four parameters can be included with an event hit for reporting?

Category, Action, Label, Total Events
Category, Action, Label, Unique Events
Category, Action, Label, Value
Event, Category, Action, Label

Category, Action, Label, Value

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

0
1
2
3

Segments applied to reports can analyze data for which of the following groups?
(select all answers that apply)

Users 25 to 34 years of age who have their browser set to Spanish
Users who viewed a webpage, then watched a video
Users who engaged in social media or email campaigns
Users who have children

Users 25 to 34 years of age who have their browser set to Spanish
Users who viewed a webpage, then watched a video
Users who engaged in social media or email campaigns

Custom segments may be created using which of the following criteria?
(select all answers that apply)

Dimensions
Metrics
Session dates
Sequences of user actions

Dimensions
Metrics
Session dates
Sequences of user actions

How many segments may be applied at once?

1
2
3
4

Because segments are applied before sampling, segmented data will not be sampled.

True
False

What report shows data segmented by channel?

Segmentation
Source/Medium
Channels
Attribution

AdWords and DoubleClick campaigns served on the Google Display Network are grouped into which channel?

Paid Search
Organic Search
Direct
Display

What report analyzes which webpages get the most traffic and highest engagement?

Active Users report
Engagement report
All Pages report
Frequency and Recency report

All Pages report

In a "last-click" attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?

First marketing activity
Last marketing activity
Single assisted conversion
All assisted conversions

Last marketing activity

Multi-channel Funnel reports can credit conversions across which channels?
(select all answers that apply)

Website referrals
Paid and organic search
Custom campaigns
Television channels

Website referrals
Paid and organic search
Custom campaigns

How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

Primary conversion
Assisted conversion
Second-to-last-click attribution
Last-click attribution

Assisted conversion

What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

User Explorer report
Active Users report
Users Flow report
Behavior Overview report

Active Users report

What report groups an audience based on acquisition date and compares behavior metrics over several weeks?

Behavior Overview report
Active Users report
Users Flow report
Cohort Analysis report

Cohort Analysis report

Custom Reports have which capabilities?
(select all answers that apply)

Use multiple dimensions together in the same report
Create a report with Custom Metrics
Use a Custom Dimension as a primary dimension
Create a report with data-driven attribution

Use multiple dimensions together in the same report
Create a report with Custom Metrics
Use a Custom Dimension as a primary dimension

What type of Custom Report shows a static, sortable table with rows of data?

Explorer
Flat Table
Map Overlay
Pivot Table

Which would prevent data from appearing in a Custom Report?

(select all answers that apply)

A filter that filters out all data
Not sharing the Custom report with users in the same view
Dimensions and metrics of different scopes
Too many dimensions applied to the Custom report

A filter that filters out all data
Dimensions and metrics of different scopes

What is "remarketing" in Google Analytics?

- When users visit a website for the first time and complete a conversion
-When users are shown targeted ads to bring them back to a website and encourage a conversion
-When Google Analytics can't distinguish a new user because they have deleted their browser cookies
-When a user buys an available product from a competitor

-When users are shown targeted ads to bring them back to a website and encourage a conversion

To enable remarketing in Google Analytics, what must first be enabled?

(select all that apply)

Advertising Reporting Features
Demographics and Interests
Google AdWords or DoubleClick Bid Manager account linking
Custom Dimension

-Advertising Reporting Features
-Google AdWords or DoubleClick Bid Manager account linking

Which remarketing audiences can be defined in Google Analytics?
(select all that apply)

Users who visited a specific page on a website
Users who played a video on a website
Users who speak a particular language
Users who searched for a product on Google Search

Users who visited a specific page on a website
Users who played a video on a website
Users who speak a particular language

Remarketing can show relevant ads on which Google properties?

Google Display Network
Google Sites
Mobile apps
Google Search

Google Display Network
Mobile apps
Google Search

What is the maximum duration a user can be included in a remarketing audience?

120 days
180 days
365 days
540 days

What Google Analytics data can be used to define a remarketing audience?
(select all that apply)

Pre-defined Segment
Custom Segment
Custom Dimension
Custom Metric

Pre-defined Segment
Custom Segment

How many user cookies does an audience list require to be eligible for AdWords Search Ad remarketing?

100
1000
2000
5000

Which users could be targeted with Dynamic Remarketing to bring them back to a website?
(select all that apply)

Users who posted a favorable product review
Users who viewed a website search result page
Users who viewed product detail pages
Users who abandoned their shopping carts

Users who viewed a website search result page
Users who viewed product detail pages
Users who abandoned their shopping carts

To set up Dynamic Remarketing for a retail vertical, what must be linked to AdWords?

The Google Search Center
The Google Analytics Center
The Google Merchant Center
The Google Help Center

The Google Merchant Center

To set up Dynamic Remarketing, what must first be created in Google Analytics?

Custom Segment
Custom Metric
Custom Dimension
Custom Report

Custom Dimension

Account Selector

Open this to switch between different Google Analytics accounts, properties, views.

With account selector you can also search for Google Analytics accounts, properties, or views

Clicking the bell icon shows you these about your Google Analytics properties and views.

Alerts in the bell icon could include

Data that is not collected properly or a setting that needs to be optimized.

The "question mark" icon lets you

Send feedback to Google Analytics or search help articles.

The user icon lets you switch between

Different Google accounts, manage your current Google account, or sign out.

The customization section allows you to create

Custom reports, specific to your business.

To navigate between reports you'll use the navigation

Clicking on each of the sections in the left-hand navigation will

Expose the reports that belong to each section.

Real Time Reports

Let's you look at live user behavior on your website.

The behavior you can look at on real time reports includes

Where your users are coming from and if they're converting.

Audience Reports

Shows you characteristics about your users.

Characteristics of your audience from audience Reports are things 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.

Acquisition Reports

Show you which channels brought users to your site.

Acquisition Reports could include different marketing channels such as

Organic, CPC, Referral, Social, Other

Organic Marketing Channels

CPC Marketing Channels

"Cost Per Click" or paid search

Refferal Marketing Channels

Traffic that comes from another website.

Social Marketing Channels

From a Social Network

Other Marketing Channels in Acquision Reports

AS group of low volume traffic sources.

Behavior Reports

Show how people engaged on your site including which pages the viewed, and their landing and exit pages.

With additional implementation in behavior reports you can even track what your users

Searched for on your site and whether they interacted with specific elements.

Conversion Reports

Allow you to track website goals based on your business objectives.

The admin section contains all of your

Google Analytics settisn such as user permission, tracking codde, view settings, and filters.

Collapse Left-Hand Navigation

Use the pointer to shrink the navigation and provide more space for your reports.

Overview Reports

Provid a high-level summary of metrics in one place.

Audience Overview Report shows aggregate Auidience metricts like

Number of users, pages they visited in a session, average session duration, and bounce rate.

At the top of every audience report is a

Date-range selector.

Date range slector lets you set the

Time period in which you want to analyze report data.

Select Date Ranges opens up a

Calendar where you can select date ranges for your reports.

When you change the date range and click Apply, it

Affects all of the reports in your view.

You can set specific dates by clicking the

Start and end dates in the calendar to the left. If you'd like to select an entire month, simply click on the name of the month in the calendar.

To compare previous date ranges, you can select the

"Compare to" checkbox and add a selected date range.

Segment Piacker

At the top of the select date range are segments that have been applied to the report.

A segment is like a filter that you can apply to look at

Specific data and compare metrics.

The default segment includes all of the Users that

Visitedyour site in the given date range.

Below the segment picker are the different metrics of the

Audience Overview report shown in different formats. The most prominant being the line graph.

The line graph by default shows a data point for the number of

Users on each day over your selected date range.

If you wish to view data more granularly, you can change the data points to show hourly,

Weekly, or monthly as well.

Selectic a specific time like hourly, weekly, or monthly can be especially helpful when

Looking at large data sets.

If you are looking at data over a single day, the view will

Defualt to hourly.

Metric Selector

You can change the metric shown from users to a different metric by selecting the drop-down menu under the Overview tab.

With metric selector, Analytics letss you compare the metric of the graphy over the

Same time period by clicking "Select a metric"

The small arrow at the bottom of the google analytics graph. Clicking on the arrow lets you

Annotate the graph with helpful notes to add business context to your data.

Once you add an annotation, a small indicator will appear on the

Graph that can be viewed by other users with access to the view.

Clicking any of the metricks bellow the line graph will show the

Data points for those metrics in the line graph above them.

The period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.

"Sessons" are the total number of sesssions for the given

Date range, as indicated in the graph above.

The individuals that had at least one session on your site in the given data range.

The total number of times that included your Analytics trakcing code were displayed to users.

The pageviews metric includes reptead

Veiwings of a singple page by the same user.

Pages per Session (pages/session metric)

The average number of pages viewed during each session.

Pages per Session, like page views, includes

Repeated viewings of a single page.

Avgerage Session Duration

The average length of a session based on users that visited your site in the selected data range.

The percentage of users who left after viewing a single page on your site and taking no additional action.

New vs. Returning Users

To the right and underneath the line charg, is a pie chart illustrating the percentage of this.

If you click into the dimensions on the bottom left of the report, you can view the

Top dimensions and metrics in each category.

An attribute of a data set that can be organized in order to do better analysis.

Dimensions are often paired with

Metrics, which are the actual numbers in a data set.

The actual numbers in a data set.

Dimensions and Metrics example, the google store sells t-shirts in red, yellow, green, and blue. You can track how many total shirts across all colors sold and get a metric

Of 68 total shirts sold.

Dimensions and Metrics example, the google store sells t-shirts in red, yellow, green, and blue. Dimensions would be more useful then metrics and would include

The various kinds of shirts that were sold, which colors of t-shirts sold the most, or compare sales across men's and women's shirts.

If women's shirts in blue showed greater sales, the google store

Would want to make sure that they had more of those shirts in their inventory. A part of dimensions leading to a business decision.

Demographic Metrics

The default dimension selected in the Audience Overview report is "language" with the table on the right including the top 10 values for language.

With Demographic Metrics you can also select "Country" or "city" to view the

Top 10 values for those dimensions.

System Dimensions, to view metrics about what tech people are using to view your site, click

Browser or Operating System.

Mobile Dimensions, to view metricks about what mobile device people aere using to view your site, click

Operating System and Screen Resolution

At the bottom of the audience overview report there's a link to "view full report" where you can

See expanded versions of each Audience report in the left-hand navigation.

Open up full report to see links underneath the segment picker that control

The different types of data in the report.

The "Summary" view is a summary of the

Dimension categorized by Acquisition, Behavior and Converion Metrics.

Summary view makes it easier to

Interpret the metrics in the context of the markeitng funnel.

"Site Usage" shows behavior metrics like

Users, pages persession, and average session duration.

"Goals" will show metrics based on the number of goals you've

Configured and will only show up if you've set up goals in Google Analytics.

"Ecomerce" will show you transaction metrics if you've set up

Ecommerce tracking in Analytics.

Below the graph in Summary View is the

Main data table.

The first column in the main data view shows the current dimension "country" which was the

Last demographic category we selected in the overview report.

You can switch between dimensions like city, continent, sub-continent and country by clicking the links

Above the data table.

Secondary Dimensions are a common technique when analyzing data. For example, you could ad a secondary dimension of "device category" to the

Location report to see what kind of devices were used by people in different countries, while visiting your website.

Each row of the table in summaryview represents

A different segment of traffic in the "country" dimension.

Analytics is only showing you the first ten rows of

Data and only as many columns as will fit on the screen.

To view additional rows in summary view, use the "show rows" pulldown menu on the

Bottom-right side of the table to select how many rows you want to see, or use the left and right arrows to scroll through 10 rows at a time.

If you wish to view all of the columns, you may need to use the

Horizontal scroll bar at the bottom of the report.

Clicking on each column in the table, toglles the data sort between

Ascending and Descending

The arrow in the column header shows which column you're

Currently sorting by.

By default, analytics sorts your report by

It can be useful to filter the data table to focus only on the segments of traffic that

Are significant.

Use the filter field at the top of the table to include only rows where the

Primary dimension contains your filter term.

Using the filter term, you may want to look at data for a specific country like India, so rather than scroll through the table, you could simply type

"India" into the filter field and Analytics will show you only data for segments that include the term "India".

"Advanced" next to the search box above the data table, lets you apply even more

Sophisticated rules for filtering. An advanced technique.

The "data table view" is the default visualization

For most reports.

The "data table view" organizaes your data in a

Table, broken out by acquisition, behvaior, and conversio metrics for the audience and acquisition reports.

The "pie chart" icon creates a pie chart based

The "pie chart" icon helps you compare

The percentages of a whole.

The pie chart icon helps you compare percentages of a whole such as how many users are on

Desktops, tablets, and mobile phones.

You can choose which metric from your report should display in the pie chart using

The pull down menu of the pie chart.

The "Performance" view shows a

Bar graph of your data.

The "performance view" bar graph of your data helps you compare

Individual segments side.

A "performance view" bar graph individual segment compared side by side may include

Which countries bring in the highest traffic.

With the performance view, you can use the pull down menu to select various

Metrics to be represented as bars.

The "comparison view" shows you a bar graph to quickly see whether each entry in the table is performing

Above or below the site average for the selected metric.

If the value for a given row is better than average in the comparison view, it appears

If the value for a given row is below average in the comparison view, it appears

With the comparison view, you can use the drop-down menu to select which metric

Should be displayed.

The "Pivot" view creates a

Pivot table in which both rows and columns can show different dimension values for comparison.

A pivot table could show the Google Store the bounce rate and number of sessions for each

Landing page and device type.

Once you've found meaningful data in your reports, Gooogle Analytics offers

Several ways to share or refer back to the report.

"Save" lets you create a link to the specific report in the

Customization area in the left-hand navigation under "Saved Reports."

"Export" lets you save a report to your desktop in different

File formats such as PDF or CSV.

"Share" lets you email a copy of the reprot as an

Attachment and even schedule regular email updates.

Edit lets you customize the report content by adding

Metric groups, filters, or additional views.

Edit reports creates a new report in the

Customization area of the left-hand navigation under "Custom Reports".

Hover over the green check icon next to the report name to view the

Percent of sessions that the resport is based on.

Sometimes Analytics has to crunch through so much data, that in order to return your report faster, it will only analyze a sample of the data collected.

Sampline returns an estimate of the exact count based on

A sample of your data.

To change the report sampline rate, mosue over the green

data quality icon and click the pulldown menu.

If you want your data to be more accurate and don't mind the additional response time, leave the data quality icon set to

"Greater Precision"

If you wish to speed up the time it takes to generate a report and are willing to sacrifice more precise metrics, select

"Faster Response"

Some metrics will be more useful to your business

In some cases there may be metrics that you want to check regularly to

Gauge the health of your business or a particular ad campaign

You can use dashboards and shortcuts to

Quickly find the metrics important to you without having to navigate to a specific report.

Dashboards are flexible and may be used for

Different purposes.

Example of using dashboards, you could create an overview of how your site is performing by

Displaying summaries of different reports as widgets together on a single page.

Example of using dashboards, you could gather a list of critical business metrics that show

The satte of your business at a glance or compare different reports side-by-side.

Click Customization, then Dashboard in the left-hand navigation to view the

Reports that you've collected.

To cerate a new dashboard, click

Create, in the dashboard window.

When creaing a new dashboard you can select a

Blank or starter dashboard and give your dashbord a name.

You can add widgetss to a dashboard by clicking "Add Widget" this will let you

Name the widget that you want ot appear on the dashboard and select a visualization type.

You can choose to view the data in a dashboard as a

Number, a timeline, a map, a table, a pie char, or a bar graph.

Some visualiztoins in your widget (part of your dashboard) can be selected as standard

Or real time metrics.

Use the "ad a metric" pulldown menu bellow the "standard" and "real time" options to search and

Add the particular metric you want to include.

You can add filters to the report widget once you've brout it into

The dashboard, similar to the way we set filters at the view level earlier.

Once you've created a dashboard, you can format it by clicking

Customize Dashboard and selecting a layout.

You can drag and drop existing widgets to different

Locations within the dashboard.

Mousing over a widget will reveal an edit icon that you can use to

Edit the data coming into the report widget.

Moving over a widget will reveal both an edit and delete icon. The delete icon allows

You to remove the widget from the dashboard.

Two Types of Dashboards

Private and shared.

Private Dashboard

Only visible to you within that view.

Shared Dashboard

Can be seen by anyone who has access to that view.

Private Dashboard Limit

Shared Dashboards Limit

If you share a dashboard with others, they can change the information that shows on their dashboard, but their changes will only be visible

Your original dashboard cannot by changed by

If you want to share a dashboard, simply click

"Share" at the top

"Share a template link" will provide

A link to your dashboard template that can be added to any other view, but doesn't include any of your Analytics data.

If you wish to share your template more broadly you can

Add the dashboard template to the Google Analytics Solutions gallaery by clicking "Share in Solutions Gallery".

Solutions Gallery

A place where Google Analytics users can share different types of customizations like dashboards.

The Solutions Gallery is also a place to find

Dashboard templates that you can import and then customize for your own business.

You can save reports in order to view them later by clicking

Save at the top of most reports.

When you save reports, they include any

Customizations you've made to the report.

If you've filtered the data table, then that filter will

Automatically be applied when you access the report from the Customization area under Saved Reports.

Use dashboards and saved reports to easily retrieve data that's

Valuable to your business or share them with other stakeholders.

Check out the Google Analytics Solutions Gallery for

some great ideas.

What feature would be used to compare two date ranges in a report?

Data range comparison.

What does the "Users" metric measure?

Users that had at least one session on your site in the given date range

What is the "Bounce Rate" in Google Analytics?

The percentage of visits when a user landed on your website and exited without any interactions.

What is a "dimension" in Google Analytics?

An attribute of a data set that can be organized for better analysis.

What is a "metric" in Google Analytics?

The numbers in a data set often paired with dimensions.

The numbers in a data set often paired with dimensions.

What is a "metric" in Google Analytics? (flipped)

What is a "secondary dimension" in Google Analytics?

An additional dimension you can add to a report for more specific analysis.

Which Google Analytics visualization compares report data to the website average?

Comparison View

How can the amount of data in a sampled Google Analytics report be increased?

Choose "Greater Precision" in the sampling pulldown menu.

When selecting "Share Template Link" in the dashboard, which will be shared?

Dashboard only.

When a dashboard is shared, that user can

Edit the dashboard configuration as they see it.

An additional dimension you can add to a report for more specific analysis.

What is a "secondary dimension" in Google Analytics? (flipped)

Comparison View

Which Google Analytics visualization compares report data to the website average?

Audience reports are located under

"audience" in the left-hand navigation.

Audience Reports

Can help you better understand the characteristics of your users. .

Audience Reports help you understand the characteristics of your users and can include

What countries they're in, what languages they speak, and the technology they use to access your site.

Audience reports can include data like age and

Gender, tehir engagement and loyalty, and even some of their interests.

"Active Users" report

Shows you how many users had at least one session on your site in the last day, seven days, 14 days, and 30 days.

If your marketing activities and site content encourage users to visit and return to your site, the active users in each time frame

"Demgraphics" Report

Provides information about the age and gender of your users.

"Interests" Report

Shows your users' preferences for certain types of web content.

Users' preferences for certain types of web content may include things like

Technology, music, travel, or TV.

Demographics and Interests information is useful. If you know your target audience, it can help verifty that you're

Reaching the right people.

Demographics and Interests information is useful. It can help guide

Decisions about your marketing and content strategy.

To see data in Demographics and Interests reports, you must first enable

Advertising features in the "demographics and interests" reports for each property.

To enable advertising features in the "demographics and interests" reports, go into the

"Admin" tab under "property" and select "property settings". Under "advertising features", set "enable demographics and interests reports" to on.

Once "enable demographics and interests reports" is on, you will see data in

Your Demographcis and Interests reports about the age, gender, and interests of your users.

If you've just enabled the "demographics and interests reports" feature it may take

A day or two for data to appear in these reports.

The Demographic reports may not contain any data if your site traffic

Is very low or your segment is too small.

The "location" report under "Geo" is very userful as Google Analytics can anonymously determine a user's

Continent, sub-continent, country, and city through the IP addresses used by their browser.

The geographic heat map top of the "geo" report can adjust

To display different metrics.

Switching the geographic heat map to show "percent of New Sessions" lets you identify

Potential new markets based on new user traffic to your website.

"Percent of New Sessions, which lets you identify potential new markets based on new user traffic to your website can help you decide whehter to

Builde awareness or invest in customer loyalty in particular locations.

You can use the table below the geographic visualization to identify areas that have a

High number of conversions (or transactions), but low traffic rates.

High number of conversions (or transactions) but low traffic could indicate

Untapped markets to target with advertising.

If certain regions have a higher than average bounce rate (or users that leave after viewing a single page, you might need to

Optimize your advertising or website.

Bellow "Geo" are a set of behavior reports that help you understand how often users

Visited and returned to your website.

The "New vs. Returning" report breaks out

Acquisition, behavior, and conversion goal metrics for new and returning users.

You can look at at the "new vs. Returning", acquision, behavior, and conversion comparison over time to see how

Audience loyalty may be shifting.

Consider website objectives as well as your marketing activities, when

Evaluating the mix of new and returning users to your site.

Underneath Behavior reports, the "technology" and "Mobile" reports can halp you understand

What technologies your audience uses to consume your site content.

The Reports under "Technology" and "Mobile" can help you fine-tune your site to make sure it's

Fully functional on different devices and browsers.

You can use the "Browser and Operating systems" report to quickly identify issues with

Certain browsers on your site.

If your site has a comparatively high bounce rate on a mobile browser, you may need to create a

Mobile-optimized version of your website with streamlined content and a simpler navigation.

You can use the "Overview" report under "Mobile" to see a breakdown of your traffic based on

Smartphones, tablets, and desktop devices.

The "Devices" report lets you see additional details about the devices used to browse your site. This includes

The mobile device name, brand, service provider, input selector, operating system, and other dimensions like screen resolution.

Audience reports can give your developers and designers direction on how to

Create a mobile-optimized experience to best suit your users.

"Acquisition" reports are located under the

"Acquisition" section in the left-hand navigation.

You can use the Acquisition reports to compare the performance of different marketing channels and discover

Which sources send you the highest quality traffic and conversions.

Acquisition reports can help you make better decisions about where to

Focus your marketing efforts.

When a user lands on your site, the Google Analytics tracking code automatically captures several attributes (or dimensions) about where the user came from. Including

The traffic medium, source, and makreing campaign name.

The medium can be thought of as the

Mechanism that delivered users to your site.

Some common examples of mediums are

"Organic", "CPC", "Referral", "Email", and "None".

Used to identify traffic that arrived on your site through unpaid search like a non-paid Google Search result.

Indicates traffic that arrived through a paid search campaign like Google adwords text ads.

Referral Medium

used for traffic that arrived onyour site after the user clicked on a website other a search engine.

Represents traffic that came from an email marketing campaign

Applied for users that come directly to your site by typing your URL directly into a browser.

In your reports, you will see the "(none)" users as having a source of

"Direct" with a medium of "(none).

"Source" provides more information about

If the medium is "referral" then the source will be the

URL of the website that referred the user to the site.

If the medium is "organic" then the source will be the name of the

Seach engine such as "google".

Under "All Traffic" is the "Source/Medium" report in the Google Store Analytics account, and use a date range. This shows the sources and their

Respectie mediums sending referrals, search engine traffic, and direct traffic to the site.

The default sort under "Source/Medium" report is

To identify effective traffic sources, we can look at the

Source/medium combinations with the most users, but that doesn't necessarily mean it was the best traffic.

Ideally, traffic should be "high quality", meaning that

Users who arrive from a source engage with the website or complete a conversion.

In "Source/Medium Report" we can click into the comparison view and select the metric "bounce rate" to compare bounce rate for

Each source/medium combination to the site average.

If we want to see only the "organic" sources sending traffic to the site, in the source/medium report, we could type

"organic" into the filter.

You can change the filter in the source/medium report to "google" (by typing it) to see

The performance for all of our various Google marketing activities.

Using the "channels" report, we could view traffic by channel, which bundles the

Sources together under each medium.

Traffic sources are automatically grouped into basic categories (or channels) like

Organic, Social, Direct, Referral, Display, etc.

Clicking into each channel will break out the

Individual soureces for the channel.

If you want to group your sources differently, you can create your own

Channel Groupings in Google Analytics.

If you want to view your traffic organized by which sites have linked to yours, you can look at

The "Referrals" report.

In the "Referrals" report you can click into

Individual referrals to see which specific web pages link back to your site.

If you want to understand which specific pages of your site are being linked to, you can add a

Secondary Dimension of "landing page" to the report.

"Landing Page" on your "referrals" report will show you

Which external sites are sending traffic to each of your specific pages, and potentially offer you a source of new advertising partnerships with those referring websites.

you can find the "Behavior" reports under

"Behavior" in the left-hand navigation.

Analytics uses a small piece of Javascript code

On your website to collect data.

Every time a user loads a page on your website, the google analytics trakcing code creates a

"Pageview" that is reported in Google analytics.

Analytics uses "pageview" from its Javascript to calculate many of the

Metrics in behavior reports.

The "Total Pageviews" metric is simply the sum of

Each time a user loaded a page on your website.

"All Pages" report is located under

The "Pageviews" metric under "Site Content" shows

How frequently each page on our site was viewed.

By default, the pageviews report will

Show data by the page URI.

The URI is the part of the URL after the

Domain name in the location bar of the browser.

Ifyou switch the primary dimension of the pall pages report to "Page Title",

You can view the report by the title listed in the web page's HTML.

Metrics in the "All Pages" report like "average time on page" and "bounce rate" indicate

How engaged users were on each page of your site.

You can sort the page views report by various metrics to quickly find

Low-performing pages that need improvement or high-performaing content to guide futrue content decisions.

The "Content drilldown" report under "site content"

Groups pages according to your website's directionary structure.

You can click on a directory in "content drilldown" to see the

Pages of your site within that directory.

Clicking on a directory in content drilldown is especially useful if you're

Tryng to understand teh performance of content in a particular section of your website.

If you switch to the piechart view in content drilldown you can quickly see

Which sections of your site are most popular with your users.

The "Landing Pages" report under "Site Content" lists

The pages of your website where users first arrived.

The landing pages report shows the first pages viewed

You can use the Landing Pages report to monitor the

Number of bounces and the bounce rate for each landing page.

A high bounce rate usually indicates that the landing page content

Is not relevant or engaging to those users.

The "Exit Pages" report under "Site Content"

Shows the pages where users left your site.

Because you don't want users exiting from important pages like a shopping cart checkout, it's a good idea to

Periodically review the exit pages report to minimize unwanted exits.

The "Events" report tracks how users

Interact with specic elements of your website.

You can use the events report to track when users click on

A video player or a download link.

Event tracking requires additional implementation beyond the

Analytics tracking code snippet

What setting must be enabled to view data in Demographics and Interests Reports?

Advertising features

What report would best help identify potential browser issues with website traffic?

The Browser & OS report

What report shows what mobile devices were used to view a website?

The Devices report under "Mobile"

Which Traffic Source dimensions does Google Analytics automatically capture for each user who comes to your site?

Source, Medium, Campaign name

Which "sources" are available in Google Analytics?

googlemerchandisestore.com; Google; (direct)

Which "Mediums" are available in Google Analytics?

Organic, CPC. Referral

Which "channels" are available in the default Channels report?

Organic Search; Device; Display; Direct

What report can show how particular sections of website content performed?

Content Drilldown

What report lists the website pages where users first arrived?

What report should be used to check if users are leaving from important pages on your website?

Exit Pages Report

googlemerchandisestore.com; Google; (direct)

What "sources" are available in Google Analytics? (flipped)

Organic Search; Device; Display; Direct

What channels are available in the default channels report? (flipped)

Your business may want to advertise using

Text ads on search engine results,banner ads placed on strategic publisher websites, or social media or email campaigns.

You may have social media or email campaigns that communicate

Your brand and products to customers

It's common to use a combination of marketing activities to drive

Sales and website conversions.

Marketing campaigns are tracked in Google Analytics through

"campaign tagging"

Campaign Tags are

Extra bits of information that you add to the URL links of your online marketing or advertising materials.

Extra bits of information that you add to the url links of your online markeitng or advertising materials (campaign tags) include

Tracking parameters followed by an equals sign and a single word or hyphenated words that you designate.

When users click on a link with an added parameter, the Google Analytics tracking code will extract the

Information from the link and associate that user and their behavior with your marketing campaign.

Extracting information from a link well let you know which people came to

Your site through your various marketing activities.

The Google Store has a monthly email newsletter it sends to its customers with links back to the Google Store website. Adding a campaign tag of

"Email" to these links allows the store to easily identify the users that came to teh website from the email newsletter.

5 different campaign tags that help you ID specific information about your campaign traffic.

Medium, Source, Campaign, Content, and Term

Medium, Source, and Campaign are

Required campaign tags.

Content and Term can be

Added campaign tags on top of medium, source, and campaign.

Medium Communicates

How you sent your message to the user.

Medium could include

Email, CPC, or Social

Medium could include email

For an email campaign

Medium could include CPC

For paid search ads

Medium could include Social

For a social network.

Source communicates

Where the user came from.

Source could be a specific

Web page or a link in an email

Source could differentiate the type of

If the medium was "cpc" the source might be

"google", "bing", or yahoo.

"Cost Per Click" paid traffic.

If the medium was "email" the source might be

Campaign can communicate the

Name of your marketing campaign such as "2015-Back-To-School" or "2015-Holiday-Sale"

"Content" can be used to differentiate

Versions of a promotion.

"Content" is useful when you want to test

Which version of an ad or promotion is more effective.

If you're running a test between two different versions of a newsletter, you might want to label content tags

"v1-10dollars off" and "v2-nopromo" to help differentiate which newsletter the data is associated with in Google Analytics.

"Term" is used to identify the keyword for

Paid search Campaign.

You only want to use the term field if you are

Manually tagging a paid search campaign linke Bing or Yahoo!.

To add parameters into the URLs associated with your ads, Google Analytics provides a tool called

"URL builder" in the Help cCenter.

In the URL builder form, in the first step type the URL form or

Where you want your ad or campaign link to take users.

In the URL builder, go to Campaign Source and Campaign Medium

Optionally you can fill out campaign term and campaign content as well.

At the end of th URL builder you'll need to type out the

Term, Content, and Name in the URL builder can be

Any values you want, jus tmake sure that they're descriptive enough to recognize when they appear in your Google Analytics reports.

Naming conventions, Typically you'll use single words

To name your tags.

If you use phrases to name your tags, then the URL builder will ad

Underscores between the words to avoid spaces in the URL

Be sure to use consistent spelling and capitgalization when entering

Since Google analytics is case sensitive, a campaign named "PROMO1" in all upercase will

Show up separately from a campaign named "promo1" in all lowercase.

Naming conventions, make sure that you use consistent medium names like

"display" for banner campaigns and "email" for email campaigns.

When you click "Generate URL" at the bottom of the URL Builder, you can see that the

URL Builder generates the link with all teh correct campaign parameters attached.

The URL Builder generates teh link with all the correct campaign paramaters attached, providing an easy way to

Quickly generate campaign tags for tracking.

You can only use URL builder to build out one URL at a time, so you probably won't want to use it to build

Each URL if you have a large campaign.

You can use a spreadsheet

To simplify the process of bulk URL building.

Before launching a campaign with your link you'll want to

Verify that your tracking tags are working correctly.

How to test your campaign before you launch it. open an incognito window or private browsing session. Then, copy and paste

The link you created to track your campaign into the address bar of the browser. Once your website loads, navigate around your site and complete some of the critical actions.

If one your website objectives is a trial signup, complete the

Signup process on your site in incognito mode to see if the URL is working.

If your campaign contains a coupon, try submitting a

Transaction with the coupon applied.

You can instantly see campaign information in the Real Time reports or wait a few hours to

Review the data in your standard Campaign reports.

Visit the "All Campaigns" report in the "Acquisition" section under "Campaigns". This report lets you

Compare incoming traffic from your various marketing campaigns.

To verify that the campaign is collecting data properly, type the

Name of the campaign into the filter in the "Campaigns" section of Google Analytics.

When you type the name of the campaign into the filter in the "Campaigns' section of Google Analytics, you should see an

Overview of the campaign clicks that you tested.

If you click on the campaign name, you can see the source and medium data that you

Entered into the URL Builder.

If you want to verify the other campaign tags you added to your URL, add a

Secondary dimension such as "Ad Content'

Adding a secondary dimention lets you view the primary dimesnio of "Source/Medium' broken down by the

"Content" tag you added to your links.

The Google Store differentiated the "content" tag for their email newsletters by whetehr they were offeirng

Promotions or not.

By adding the secondary dimension of "Ad Content", we can see which promotions were

Most effective at driving people to the website.

Using the URL Builder in conjunction with Google analytics reporting, you can quickly

Understand which campaigns drove the highest quality traffic to your site.

2 Types of Goals

Business Goals and Google aanlytics Goals

Actions you want your user to take on your website.

Each time a user completes one of your business goals, we call this a

A conversion could be signing up for a

Newsletter or buying a product.

In Google Analytics, you use a feature called "goals" to

Track the conversions of signining up for a newsletter or buying a product.

Once you configure Goals, Analytics will create

Conversion-related metrics.

Conversion Rate

A conversion-related metric that is calculated by the total number of conversions as well as the percentage of users that converted.

When you set up a Goal in Google Analytics you can also set up a "goal funnel" which is a

Data visualization of the different steps needed to complete that goal.

The "Goal Funnel" visualization helps you identify where users are

Dropping out of the conversion process.

You must be an administor on the "View" in which you

Want to enable Goals in rder to use "Goal Funnel" (goal?)

Yiou can only set up to 20 goals per

View, so be thoughtful about which goals are most important to your business.

In order to set up goals, first you need to decide

What you want to track based on your business goals.

Since the Google Store is an eCommerce store, one goal they could track is successful checkouts. So, let's set up a goal every time a user

Reaches the checkout confirmation page.

Goal for successful online checkouts, we'll set up a funnel visualization, so we can see if

Users are dropping off on their way to the confirmation page.

A goal of tracking how many users reach the checkout confirmation page won't

Track actual revenue; it will simply track how far uses get at each stage of the goal and where they might abandon the process.

Creating a funnel visualization to track goal completions is completely optional, but it can

Add a lot of visibility into each step of the conversion flow.

To get started on goals and conversion funnels, we'll go into the Admin sction. Then, under "Views", cick "Goals" then we'll

Goal set-up may look a little different than the one for the google store, depending on

Your business type.

Analytics provides you with some pre-set business goal

Since we want to track whether users made it to the checkout page for the google store, we'll choose

"Buy Merchandise" as a new goal and click "Continue".

Because we want to checkout confirmations, we'll name the goal: "Checkout Complete". Each goal uses a particular "Goal Slot ID" that are numbered

From One to Twenty

The Goal Slot ID is a simple way to

Organize your goals.

The default Goal Slot ID will always be the

Next slot available.

If you're creating your first goal, the Goal Slot ID will be

"1", but you can choose a different slot if you have certain goals that you wish to group together.

Each goal type is trigered by a

Particular user action.

4 Goal Types include

Destination, Duration, Pages/Screens Per Session, and Event

When a user reaches a specific page on your site such as a thank-you page

A goal type based on the length of a user's session.

Pages or Screens

A goal type based on how many pages a user views in a session.

A goal type for tracking specific actions on a site.

If you want to create a Funnel Visualization you can only use the

"Destination" type goal.

After selecting the destination type goal, you'll enter the destination URL of the

"Order Complete" page in the destination field.

The destination URL is the URL of the page that is

Shown when the user converts or completes the conversion process.

Rather than enter the entire URL for a destination goal, we want to look for something

Distinctive in that URL that will allow us to track our goal using only this page.

Since none of the other web pages in the Google Store have "SubmitOrder" in the URL, we'll use this to identify our

"Order Complete" page.

If we, on goal details, select "equals to", type /SubmitOrder (forward slash submit order) and click "Verify" at the bottom, we don't see

Any conversion data for this goal. Because the SubmitOrder page is part of a longer dynamic URL.

In order to track a goal of /SubmitOrder (forward slash submit order) we'll actually need to use what's called a

"Regular expression" and enter the value in order to indicate that the URL preceding it can be variable.

If you hit "verify' or "re-verify" on goal detail and see that the conversion rate is above 0, it means we'll be able

If you want to assign a monetary amount to the conversion goal, you ca flip the

"Value" toggle to "On" and type the amount that each conversion is worth.

You would only use the value option on goal details if each conversion

Was worth a consistent amount to your business.

If each newsletter sign-up was worth 1 doller to your business, you could se ta goal value

Since we're tracking Google Store order completions and each order is a different amount, we'll leave the Value set to

If we wanted to track actual revenue made from purchases, we would need to turn on

Ecommerce tracking

Once you'v verified your settings on goal details flip the Funnel switch to

"on" to add the funnel steps.

Each funnel step represents an action

On your website that needs to be taken in order to accomplish the goal.

With funnel steps, you may need to include a unique part of the

URL for each page the user has to view in order to check out and make a purchase.

We can name each step in our funnel and add

The unique part of the URL

If a step is required to complete the goal, move the "required" toggel

If we only wanted users who entered the funnel on the first step to show up in our funnel visualization report, we could set

The first step to requried

The Goal completion numbers in the Conversions report will not be affected by the funnel you've set up, even if you've

Made some of the steps required, as these steps are only reported in the funnel visualization report.

Once you click Save on the goal details, you'll see

The Goal appear in the Goals list.

To see your goal metrics, navigate back into the

Reporting view and under the "Conversions" reports, click "goals" and then "Overview."

You can now view goal data in almost all ofyour other Google analytics

Reports, like the Audience and Acquisition reports.

To see the related funnel visualization, under Conversions, click the

Funnel Visualizations report.

Scrolling down the Funnel Visualization report, you can see user

Activity in each step of the funnel and how many users proceeded through each step.

If you see users dropping off in the Funnel Visualization, you may want to investigate further. There could be

Technical issues with this stage of the funnel, preventing users from proceeding.

In addition to creating your own custom goals, the Analytics Solutions Gallery offers many goals built by

Other users that you can add to your Analytics account to use for your own business purposes.

AdWords is now (flipped)

AdWords is Google's advertising system that

Allows businesses to generate text and display ads.

Text ads show up next to Google search results by matching keywords you can

Bid on with users' search queries.

Display ads are advertisements consisting of

Text, images, animation, or video that show up on a vast collection of websites called the Google Display Network.

Since the Google store wants to sell t-shirts, they could bid on keywords such as

"Google t-shirt" and "Google clothing"

When people seach Google for a particular product like "a really cool Google t-shirt" AdWords will show a relevant

Text ad for the Google Store if the ad meets AdWord's quality guidelines.

Google AdWords advertising can help attract customers from the millions that use

Google Search and the Display Network every day.

When you link your Google Analytics accoutnt to your Google AdWords account, you can

View AdWords click and cost data alongside your site engagement data in Google Analytics; Create remarketing lists in Analytics to use in AdWords campaigns; import Analytics goals and transactions into AdWords as conversions; and view Analytics site engagement data in AdWords.

To link Google analytics with AdWords, first make sure you are logged into

Analytics using the same email as your AdWords account.

You can find the email you're signed in with in the upper right-hand corner. Note that you must be an administrator

On both accounts in order to link Google Analytics with Adwords.

After you've logged in with the same email on Analytics as Google Adwords, click the

Admin tab, then make sure you've selected the accounta nd the property you wish to link to your AdWords account.

Under the Property section, select "AdWords linking" and any Adwrods accounts you have linked to your Google account will

Automatically appear.

When linking Google Analytics to Googlle Adwords, check which account you wish to link and click

"Continue". next type in a "Link Group Title".

The link group title under selected linked AdWords account could be your

AdWords account ID.

After link group title, select the view in which you want the adWords data to

Appear and select "link accounts"

The linked account will show in your

Link group lists with the title you entered.

When you link your Google Analytics and AdWords accounts, campaign data is shared

Between the two systems, but it still requires campaign tracking.

Although you can manually add campaign tracking tags to AdWords URLs, using the URL Builder there is

A better option. AdWords can automatically add a special campaign tag toyour AdWords URLs through a feature called auto-tagging.

Auto-Tagging is required to get specific

AdWords dimensions into Google Analytics.

Once we have linked AdWords with Analytics, we can find AdWords reports under the

"Acquiisition" section in the left-hand navigation.

If we click on the "Campaigns" report, we can see how well

Our various AdWords campaigns are performing.

The Campaigns report organizes AdWords campaigns using the

Same names assigned in AdWords.

At the top of the campaigns report you can switch between

Desktop, mobile, and tablet metrics to view the performance of campaigns across different devices.

In the data table in campaigns you can use the Acquisition metrics to see the clicks for

Each campaign and the total amount paid for those clicks.

CPC shows the average

Cost for each click.

Under behavior, you can see user engagement for

Under Conversions, you can see the

Conversion rate, the number of actual goal completions, and how much these conversions were ultimately worth to your business for each AdWords campaign.

You can use the pulldown menu under "conversions" to show

Data for each of your goals.

"Keywords" Report can elp you understand

How well keywords and individual ads are performing.

If a keyword is bringing in a lot of traffic but has a high bounce rate, it might indicate

A disconnect between the ad and landing page content.

If you have a keyword with a high conversion rate but low number of impressions (or number of times an ad was shown), you

May want to raise your bid for that keyword, so the ad is shown more often and reaches a larger audience.

You could add a "Device Category" as a secondary dimension to

Break out these keywords by the kinds of devices that users were on when they clicked your ad and visited your site.

Bid Adjustments Report

Used to automatically adjust keywrods bids based on a user's device, lcoation, or times of day.

If the Google Store opens a temporary location during the holidays to sell merchandise, they may want to

Add a bid adjustment to increase ad visibility on mobile devices within three miles of the store during the hours of operation.

The Bid Adjustment report in Analytics lets you analyze AdWords performance for the

Bid adjustments you've set for your campaigns.

You can use the selector at the top of the table to evaluate campaign performance by the

Device, location, time, of day, and remarketing list bid adjustments.

to see all of your bid adjustments and metrics for a specific campaign, you can click on

That campaign name in the list.

AdWords when paired with Google analytics allows you to

Really understand the value of your marketing and make adjustments to improve your return on investment.

If you want to see the top performing pages for new users, under Behavior go to

"Site Content" and click on the "All Pages" report. then add a secondary dimension of "User Type" so you can see which of your top pages are being visited by new users.

Looking at User Type as a secondary dimension can help inform your

Site content and marketing campaign strategy to acquire even more users.

If you want to identify ineffective landing pages, go to the "Behavior' reports under "Site Content" and open the "Landing Pages" report. Sort by

"Bounce rate" to see which pages are responsible for people leaving without engaging with your site.

If you're running campaigns and want to correlate landing pages with your marketing efforts, add a

Secondary dimension of "campaign" or "source medium". Then you can examine which campaigns and landing pages are turning away users and make corrections.

To view user campaign data across devices, go into the

Acquisition reports and choose "Campaigns" and then "All Campaigns." Then add a secondary dimension of "Device Category" to the report.

When you add a secondary dimension of "Device Category to the report, it's easy to see what happens to

Users on different devices, as they respond to your digital marketing campaigns.

Using Geographical Data and Goals

Navigate to the Location report in the Geo section of Google Analytics. Then under the Conversions pull-down menu to the right, select a goal that you're interested and sort by "Goal Conversion Rate."

In the Geo section of Google Analytics, under sort by "Goal Conversion Rate". This will help you see which

Cities or countries had the highest conversions and help you target those locations accordingly.

Don't forget to set up your Analytics account with multiple views for

Testing and add filters to create reliable, accurate data.

Set up goals to track your

Website conversions and make sure you've tagged your marketing campaigns correctly for tracking.

Which three tags does Google Analytics require for accurate campaign tracking?

Medium, Source, and Campaign

Source, Campaign, and Medium

Which three tags does Google Analytics require for accurate campaign tracking? (different order)

Which tags are standard Google Analytics campaign parameters?

utm_source ; utm_medium : utm_content

To quickly generate campaign tags, what tool should be used?

The URL Builder

Which formats may be used to add a custom campaign parameter to a URL?

www.goooglemerchandisestore.com/?utm_campaign=fallsale

www.googlemerchandisestore.com/?utm_campaign=fall_sale

Which are examples of Goals in Google Analytics?

Making a purchase; Signing up for a newsletter; Submitting contact information form

When creating a Goal in Google Analytics, which are required?

Goal Name; Goal Type; Goal Slot ID

If the Google Merchandise Store sets up a URL goal of "/thankyou" and a Match Type of "Begins with", which of the following pages on www.googlemerchandisestore.com will count as goals?

/thankyou.html ; /thankyou.php ; /thankyou/receipt.php (all of the above)

Google Ads lets users advertise on which properties?

Google Search; Google Display Network

Google Display Network (Josh wonders because, what even is Google Display Network?)

Different types of online publishers agree for Google to display contextual ads on their sites for a fee, for example as part of the AdSense program

Enabling auto-tagging does what?

Adds Google Ads tags to campaign URLs

What Google Ads report in Google Analytics can show which bid adjustments resulted in higher conversions?

Bid Adjustments

Adds Google Ads tags to campaign URLs

Enabling auto-tagging does what?

b. Medium, Source, and Campaign

1.
Which three tags does Google Analytics require for accurate campaign tracking?

a. Medium, Source, and Content

b. Medium, Source, and Campaign

c. Campaign, Content, and Term

d. Source, Content, and Term

b. utm_source, c. utm_medium, and d. utm_content

2.
Which tags are standard Google Analytics campaign parameters? (Select all that apply)

a. utm_adgroup

b. utm_source

c. utm_medium

d. umt_content

c. The URL Builder

3.
To quickly generate campaign tags, what tool should be used?

a. The Measurement Protocol

b. The Segment Builder

c. The URL Builder

d. The Goal Selector

b. www.googlemerchandisestore.com/?utm_campaign = fallsale and c. www.googlemerchandisestore.com/?utm campaign = fall_sale

4.
Which formats may be used to add a custom campaign parameter to a URL? (select all that apply)

a. www.googlemerchandisestore.com/?utm campaign = fallsale

b. www.googlemerchandisestore.com/?utm_campaign = fallsale

c. www.googlemerchandisestore.com/?utm_campaign = fall_sale

d. www.googlemerchandisestore.com/?utm_campaign = fall sale

a. Making a purchase, b. Signing up for a newsletter, and d. Submitting a contact information form

5. Which are examples of Goals in Google Analytics? (select all that apply)

a. Making a purchase

b. Signing up for a newsletter

c. Completing a successful Google search

d. Submitting a contact information form

a. Goal Name, b. Goal Type, and c. Goal Slot ID

6.
When creating a Goal in Google Analytics, which are required? (Select all that apply)

a. Goal Name

b. Goal Type

c. Goal Slot ID

d. Goal Funnel Visualization

d. All of the above

7.
If the Google Merchandise Store sets up a URL goal of "/thankyou" and a Match Type of Begins with", Which of the following pages on www.googlemerchandisestore.com will count as goals?

a. /thankyou.html

b. /thankyou.php

c. /thankyou/receipt.php

d. All of the above

a. Google Search and Google Display Network

8.
Google Ads lets users advertise on which properties?

a. Google Search

b. Google Display Network

c. Campaign Manager

d. Google AdSense

b. Adds Google Ads tags to campaign URLs

9.
Enabling auto-tagging does what?

a. Adds Analytics tags to campaign URLs

b. Adds Google Ads tags to campaign URLs

c. Adds campaign hyperlinks to website pages

d. Adds Analytics tracking code to website pages

c. Big Adjustments

10.
What Google Ads report in Google Analytics can show which bid adjustments resulted in higher conversions?

a. Campaigns

b. Keywords

c. Big Adjustments

d. Destination URLs

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