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Ga 4

The document provides information on setting up and using Google Analytics. It discusses how to install tracking tags on a website, set up accounts and properties, collect data on user behavior and interactions, and analyze metrics and dimensions in reports to understand user acquisition, engagement, and conversions. It also covers cross-domain measurement, filtering unwanted traffic, and using tools like the Real-time report, Explore templates, and advertising reports.

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Nur Azizah Tqyyh
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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41 views6 pages

Ga 4

The document provides information on setting up and using Google Analytics. It discusses how to install tracking tags on a website, set up accounts and properties, collect data on user behavior and interactions, and analyze metrics and dimensions in reports to understand user acquisition, engagement, and conversions. It also covers cross-domain measurement, filtering unwanted traffic, and using tools like the Real-time report, Explore templates, and advertising reports.

Uploaded by

Nur Azizah Tqyyh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as TXT, PDF, TXT or read online on Scribd
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- how to create digital analytics:

1. Decide which business objective or objectives you want to focus on.


2. Identify the metrics that drive the chosen objective at each stage of the
customer journey.
3. Define a target metric to work toward.

- To connect your website to Google Analytics, you'll need to add a tag to your
site. A tag is a small piece of code that is added to each page on your website in
order to measure user behavior, or ad functionality. Tags can be added directly to
your website's code, or by using a tag management system like Google Tag Manager.

- the tag will collect information about users, like the device type, and their
geographic location, and how they interact with different pages on your website or
app, like page views and form submissions. As your customers engage with website or
app content, these interactions are sent to Google Analytics as events.

- when a user first visits your website or app, Google Analytics will log this
action as a first visit, or a first open event. And when a user clicks an outbound
link to leave your site, GA will record this as an outbound link click event.

- An account is a collection of properties whose data is owned by a single business


entity. Underneath accounts, a property represents a grouping of user data, like
from a website or an app. It's also the level where Google Analytics processes data
and where you can create links with other products, like Google Ads. Underneath
each property is a data stream that represents the flow of data from a website or
an app to the property, and the level where you can control things like what data
gets collected.

- you should use a single web data stream to measure the web user journey to ensure
consistent user and session reporting. For web journeys that span domains, use a
single web data stream combined with cross domain measurement.

- To tag your website you'll first navigate to the data stream's creation screen,
choose web, and then enter your website URL. This will generate a measurement ID
and website tags specifically for your website. If you are using a website builder
or a CMS system, you should copy the measurement ID and paste it into your website
builder account. You can select your website builder to view instructions on how to
add the measurement ID to your website.

- Google Tag Manager allows you to install code on your website pages and add to or
change that code at any time using the account's interface instead of having to go
back and edit the code itself. In addition, Tag Manager serves as a central place
to manage and update all of your marketing and website tags. For this reason, we
recommend using Google Tag Manager to install your Analytics tag.

- install the tag on each page of your page: you'll see the new website tag listed
in the UI. This tag will need to be installed on every page of your website
immediately after the head tag. Once you install the Analytics tag on your website,
you'll start collecting many points of data automatically to the Google Analytics
property. add the Google tag to your website by copying and pasting it in the code
of every page of your website immediately after the <head> element.
- use manual install tag if:
1. You’re a web developer and prefer hard-coding your own tags.
2. You don’t have time or resources to invest in ramping up a tag management
system.
3. You only plan to set up a few simple tags on your website and don't plan to edit
or deploy new tags often.
- "enhanced measurement" is a setting that automatically measures many website
interactions without requiring updates to your code. Keeping this option enabled
lets you measure common web events like pageviews, scrolls, file downloads, and
video views.

- Use the logEvent method to define and collect up to 500 different event names,
with no limit on total volume.

- The Realtime report displays user activity during the past 30 minutes.

- You can also use Google Tag Assistant and the browser extension, Tag Assistant
Companion, to determine whether your tag is implemented correctly.
- Tag Assistant is a debugging tool, and the optional (but recommended) extension
provides additional debugging information when using Tag Assistant.

- Administrators have full control of the Analytics account. They can manage users
(add or delete users, assign any role or data restriction) and grant full
permissions to any user, including themselves.
- Editors have full control of the settings of the account and its properties. But
editors can't manage users.

- Dimension: A dimension is a text-based label that represents your data. In this


example, country.
- Metric: A metric is a numeric value that represents your data. In this example,
the total number of users, events, and conversions, as well as the total revenue.

- An event-scoped dimension provides information about an action that a user


performs. For example, if someone viewed an article on a website, the name of the
article could be an event-scoped dimension.
- An item-scoped dimension provides information about a product or service a user
has interacted with. For example, if someone added a water bottle to their shopping
cart, the color of the water bottle could be an item-scoped dimension.

- cross domain measurement: collect data across multiple websites from a single
customer. For example, you may have one website where customers shop and a separate
website for processing transactions.

- Unwanted referrals are segments of traffic that arrive on your website through
sources you don’t want included in your data, such as third-party tools that you
use to manage your website and customer transactions.

- developer traffic: Filter out activity from developers who use debug mode.
- internal traffic: Filter out users with an IP address or range of IP addresses

- Each property can have up to seven collections.

- 2 types of reports:
1. An overview report summarizes information about a topic into several cards, each
focusing on a different objective.
2. A detail report lets you drill into one or two dimensions so you can investigate
that data in greater detail.

- The cards that make up the overview reports focus on a specific objective. These
cards are typically previews of a detail report

- Dimension/metric picker: you can use them to change which data is displayed in
the card. In this case, the dimension is User medium.
- Date range selector: select the time frame you want to report on.
- Link to associated report: This will open a more in-depth report on the card
topic.

- New users by User medium: shows the total number of first-time users who visited
site over the course of the date range. This chart is segmented by medium, so it
tells where users came from — for example, organic, referral, or email.

- realtime report: The card-based layout is designed to quickly answer important


questions about how users are currently interacting with your business. In this
report, you can:

1. See whether a one-day promotion is driving traffic to your site or app


2. Monitor the immediate effects on traffic from a blog or social network post or
tweet
3. Verify that the tracking code is working on your site or app

- reporting categories:
1. Acquisition: Where are your customers coming from?
2. Engagement: What content are your customers engaging with?
3. Monetization: What's your customers' shopping activity?
4. Retention: Are your customers coming back?
5. User Attributes: Who are your customers?
6. Tech: What technology are your customers using?

- templates and techniques exploration:


1. free form: presents data in a cross-tab layout, where you can arrange the rows
and columns and add metrics you're most interested in. You can also apply different
visualization styles.
2. funnel exploration: lets you visualize the steps your users take toward a key
task or conversion. This tool helps you identify sequences of key events and
understand how your users navigate these steps.
3. path exploration: lets you understand how people progress from one stage in the
customer journey to the next. path exploration is free-flowing and can follow any
number of undefined paths, even ones you weren’t aware of or didn’t intend. For
example, it could uncover looping behavior, which may indicate users becoming
stuck.
4. save and share explorations.

- Why data might look different between Reports and Explore:


1. Some metrics and dimensions available in Reports aren't supported in Explore.
2. If you set your date range to include data from the past 48 hours, you may
notice slightly different results depending on when the data is processed.
3. Sampling differences: Reports are unsampled, meaning they're based on 100% of
the available data. Explorations, on the other hand, may be based on sampled data
if the dataset is very large. If you do encounter sampling in Explore, try
shortening the date range to reduce the impact.

- tools in GA: The Advertising workspace (contains advertising snapshot and


attribution reports), conversion events, audiences.
- advertising snapshot: lets you quickly check business metrics, then dig deeper
into areas you want to explore.

- Heightened controls are impacting traditional data collection — for example,


usage of third-party cookies and device identifiers.

- Google’s models look for trends between conversions that were directly observed
and those that weren’t. For example, if conversions attributed on one browser are
similar to unattributed conversions from another browser, the machine learning
model will predict overall attribution. Based on this prediction, conversions are
aggregated to include both modeled and observed conversions.

- google's conversion modeling approach:


1. check for accurancy and communicate changes: Holdback validation maintains the
accuracy of Google’s models. Modeled conversions are compared to observed
conversions that were held back, and the information is used to tune the models.
2. maintain rigorous reporting: Modeled conversions are only included when there's
high confidence of quality. This approach lets Google recover loss of observability
while also preventing over-prediction.
3. customize for your business.
4. dont identify individual users: Google aggregates data (such as historical
conversion rates, device type, time of day, geo, etc.) to predict the likelihood of
conversions.

- Core reports (such as the Events, Conversions, and Attribution reports) and
explorations (to select event-scoped dimensions) include modeled data. These
reports automatically attribute conversion events across channels based on a mix of
observed data.

- when conversion modeling might occur:


1. cross-device: ad interaction and conversion happen on different devices
2. browser updates: Browsers that don't allow conversions to be measured with
third-party cookies have conversions modeled based on a website’s traffic. Browsers
that limit the time window for first-party cookies have conversions modeled.
3. global and regional regulations: When advertisers use consent mode, conversions
are modeled for unconsented users.
4. app-tracking policies: App platforms can require that developers obtain
permission to use certain information from other apps and websites.

- cross-channel models:
1. last click: Ignores direct traffic and attributes 100% of the conversion value
to the last channel that the customer clicked through. ex:
a. Display > Social > Paid Search > Organic Search → 100% to Organic Search
b. Display > Social > Paid Search > Email → 100% to Email
c. Display > Social > Paid Search > Direct → 100% to Paid Search
2. first click: Gives all credit for the conversion to the first channel that a
customer clicked.
3. linear: Distributes the credit for the conversion equally across all the
channels a customer clicked.
4. position-based: Attributes 40% credit to the first and last interaction, and the
remaining 20% credit is distributed evenly to the middle interactions.
5. time decay: Gives more credit to the touchpoints that happened closer in time to
the conversion. Credit is distributed using a 7-day half-life. In other words, a
click 8 days before a conversion gets half as much credit as a click 1 day before a
conversion.
6. data-driven attribution: Distributes credit for the conversion based on observed
data for each conversion type. It's different from the other models because your
account's data is used to calculate the actual contribution of each click
interaction.

- ads-preferred last click model: same like last click mode. ex:
1. Display > Social > Paid Search > Organic Search → 100% to Paid Search
2. Display > Social > YouTube Engaged View > Email → 100% to YouTube
3. Display > Social > Email > Direct → 100% to Email (fallback to last non-direct
click) << case for no google ads interaction in the path.

- benefits of data-driven attribution:


1. Free and easy-to-implement models enable consistent and deduplicated conversion
measurement across platforms.
2. Calibrated with incrementality signals to give credit to the ads most
contributing to advertiser goals.
3. When cross-channel export is available, seamless integration with Smart Bidding
strategies in Google Ads for real-time optimization.
4. Bringing together user interactions and journeys across app and web.
5. Allowing engaged-views on YouTube to receive credit along with other
interactions.

- model comparison: compare how different attribution models.


- conversion paths: understand customers’ paths to conversion and how different
attribution models distribute credit on those paths.

- 2 sections of conversion paths:


1. data visualization: see which channels initiate, assist, and close conversions.
2. data table: shows you paths users take to complete conversions, as well as the
following metrics: Conversions, Purchase revenue, Days to conversion, and
Touchpoints to conversion.

- Scope: Set conditions to get the scope of when conditions must be met: across all
sessions, in a single session, or in a single event.
- Static vs. dynamic evaluation: Static evaluation includes users if the condition
was ever true for them. Dynamic evaluation includes users when they meet the
condition and excludes them when they don't.
- Time-windowed metrics: Specify that a metric condition can be true during any
point in the lifetime of a user or that it must be true during a specific number of
days.
- Sequences: let you specify the order in which conditions must be met: indirectly
followed by (anytime after the previous step), directly followed by (immediately
after the previous step), or within a specific time frame. Sequences also let you
specify scope for the entire sequence.

- Availability of predictive audiences depends on the underlying predictive metrics


being eligible for use by meeting all prerequisites. If you export predictive
audiences to linked product accounts, those audiences won't accumulate new users if
the property becomes ineligible for the predictive metric and new predictions
aren't generated.

- Audience triggers let you create and trigger events based on criteria that exist
within the audience builder tool. New audience-based events are added to the rest
of your events, letting you analyze them across reports. You can also enable them
as conversions, like other events.

- YouTube EVCs: A conversion event that becomes available when you link your GA
account and Analytics property. A YouTube EVC event indicates that a user watched a
YouTube video for at least 10 seconds, then converted on your website within three
days of viewing the video.

- measurement protocol: A standard set of rules for collecting and sending events
directly to Google Analytics servers. It lets you send data to Analytics from
internet-connected devices like a kiosk or point-of-sale system that complement
your website or app. Measurement Protocol allows developers to make HTTP requests
to send events directly to Google Analytics servers. Developers can use the
Measurement Protocol to:
1. Tie online to offline behavior
2. Measure interactions both client-side and server-side
3. Send events that happen outside web and app (e.g. offline conversions, order
refund, in-store purchases).

- You can also add information to existing events that Analytics has already
collected. Measurement Protocol data and events are joined with existing Analytics
data via a join key, such as user_id or event_id.

- type of data that can be imported:


1. cost data: to import data generated by non-Google campaigns, such as email-
marketing campaigns and social-media advertising. Analytics joins that data with
revenue and conversion data to calculate metrics like non-Google
cost-per-click/conversion and return on non-Google ad spend for each campaign,
source, and medium.
2. item data: can be used by eCommerce businesses to bring an entire product
catalog into Analytics, letting you measure user behavior, site traffic, eCommerce
revenue, and conversions with item-specific data such as size, color, style.
3. user data: importing user metadata stored outside of Analytics, such as loyalty
rating, date of last purchase, or CLTV from a CRM system.
4. offline events.

- Cost data and item data are joined at reporting/query time.


- User data and offline event data are joined at collection/processing time.

- subproperties: gets its data from one other property called the source property.
The data in a subproperty is typically a subset of the data in its source property.
use case:
1. data governance: controlling what data is included or excluded from a property.
Subproperties let you filter data in or out to create the data set needed for a
specific audience or use case.
2. user governance: ex: You have strict company policies stating that one region
(North America) can see a certain subset of data related to their region, but
another region (South America) shouldn't have any access.
- roll-up properties: contains data from two or more source properties. It can
include source data from ordinary properties and subproperties. For example, if you
have separate properties for multiple brands that your company owns, you can roll
those up to a single property that provides an aggregate look at how those brands
perform.

- Event parameters and event-scoped custom dimensions and metrics.


1. Standard Analytics property:
a. 25 parameters per event
b. 50 custom dimensions
c. 50 custom metrics
2. Analytics 360 property:
a. 100 parameters per event
b. 125 custom dimensions
c. 125 custom metrics

- conversion types: standard analytics (30), analytics 360 (50)


- number of audiences: standard analytics (100), analytics 360 (400)
- data retention: standard analytics (up to 14 months), analytics 360 (up to 50
months)
- bigquery daily export limit: standard analytics (1m events), analytics 360
(billions of events)

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