Advanced Analysis Tools and Techniques

Question 1

What are the key features of user segments?

Answer 1

• User segments can span multiple sessions
• For the max date range of 90 days
• You can use user segments that show a data for a specific age, gender, date or a combination of these

Question 2

Talk to me about session segments, what are they?

Answer 2

• Session segments are confined to user behaviour within a single session for example
• You can use a session segment based on a goal a user completed within a session
• Segment data based on how much revenue a user generated

Question 3

What’s so good about segments?

Answer 3

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 to those who didn’t
Or
You might decide to compare segments of data based on traffic source. Paid Search versus Email traffic for example

When adding these segments to the graph it might get a bit messy, you can remove the all users segment by right clicking and removing

You can compare up to 4 segments at one time

Question 4

What do you need to know when adding segments?

Answer 4

There are two types of segments in themselves, default segments and custom segments.

To add a segment, you click on the bar where the top graphs are that normally says all users.

Then click on system for the default segments

You can import segments created by other GA users

Question 5

Which data types can be used to build both user and session segments?

Answer 5

• Dimensions
• Metrics
• Session Dates
• Sequence of user actions

Question 6

How does sampled data work with segments?

Answer 6

Data segmentation happens after sampling, so if your original data has been sampled, then your segmented data will also be sampled. Watch out!

Question 7

What is a last click attribution model?

Answer 7

Attribution modelling makes it easier to show which channels were responsible for a conversion. A user might click a Google Ads ad leave the site and then later be shown an ad through social to then eventually be sent an email about the same product or service.

A last click attribution model attributes the sale to the ad that was clicked on last, so in the above case the email ad campaign will have the conversion attributed to it.

Question 8

What are Multi-Channel Funnel Reports?

Answer 8

You might be thinking that some credit should go to the other channels involved in getting a conversion. Well, this is where MCF Reports come in.

These reports can help you understand what role the other channels played in getting the conversions

A channel that contributed to the funnel before the final conversion can be credited with an assisted conversion

MCF Reports can also tell you the time it took to go from initial interest to purchase

Question 9

How can you use Multi Channel Reports?

Answer 9

You must first have set up Goals or Ecommerce. You can find the reports in the conversion section and within the Multi-Channel Funnels tab you can also find a lot more interested data such as time lag reports and top conversion paths

Question 10

What can audience reports tell us

Answer 10

There are tons of different reports within this category, but you can look at the Cohort Analysis report to see user behaviour within a certain timeframe in order to try and understand whether a dip might have been caused by a bad article maybe or a decrease in usability on site.

Also, you can look at the benchmarking report to see whether you are outperforming or underperforming based on the competition