Advanced Web Analytics

Question 1

What are Dimensions?

Answer 1

The attributes of your data (e.g., page URL, page title, category, color, etc.)

> > Rows of data (typically represented)

Question 2

What are Metrics?

Answer 2

The quantative measurement (are the columns in GA). Can be:

• Quantity (#)
• Ratio or Percentage (%)
• Monetary ($)
• Time Duration (0:00)

Examples: Page Views, Sessions, Revenue, Transactions

Question 3

What are the 5 Building Blocks of Google Analytics?

Answer 3

The sections of reports available:

1. ) Audience Building Block - characteristics of users - technographic (devices, browsers, sessions, etc) and demographics (age, income, etc.)
2. ) Acquisition Building Block - characteristics of traffic origin and campaigns
3. ) Behavior Building Block - how users interact with the site
4. ) Conversions Building Block
5. ) Calculated Building Block - combination/blended metrics

Question 4

What is a User in Google Analytics?

Answer 4

Is a session from the same browser and device (cookie-based identifier)

Question 5

What is a Source?

Answer 5

The specific name of the channel/medium that brought in the traffic (e.g., LinkedIn)

Question 6

What is a Channel?

Answer 6

Grouping of traffic sources used to make analysis easy (rule-based grouping)

Question 7

What is a Medium in Google Analytics?

Answer 7

A category of the source (e.g., organic or paid search)

Question 8

What are Campaigns in Google Analytics?

Answer 8

Allow you to track cost, impressions, clicks

Question 9

What metric is used to determine the effectiveness of a page?

Answer 9

Page Views

Question 10

What is a Session?

Answer 10

A series of page views within a certain period of time

Question 11

What is a Bounce?

Answer 11

A session with a single page view

Question 12

What is Session Duration?

Answer 12

Sum of total time on each page

Question 13

What are events?

Answer 13

Measure specific user interactions

Question 14

What is Site Search?

Answer 14

Measure of the number of searches for a specific term

Question 15

What are calculated metrics?

Answer 15

> > Combination of two distinct metrics to create a new view of the data;

> > is also taking metrics from each of the GA building blocks (acquisition, audience, behavior and conversion) to create a new view of the data.

Eg.,

• Average Page Views/Session (# Page Views in Behavior Building Block and Sessions from Audience Building Block)
• Bounce Rate - # Single Page Views/Sessions
• Click-Through Rate - Clicks/Impressions
• Conversion Rate - # Transactions or Goals/#Sessions

Question 16

What are compound metrics?

Answer 16

A very complex forumla involving more than 2 variables and are weighted in importance

(e.g., credit score, qualified visit rate, Twitter resonance, engagement score, etc.)

Think: Calculated has an ‘a.’ Compound has a ‘o’ as the second letter. A comes before O. A is the least complex forumla.

Question 17

What is the Data Dictionary in Google Analytics?

Answer 17

Lists all of the available dimensions and metrics in GA and how they are used, named and limitations

Question 18

What is Web Analytics?

Answer 18

Focused on analysis of web data only

Question 19

What is Digital Analytics?

Answer 19

Focuses on the analysis of all data platforms, including social, email, digital ads, mobile apps, third-party sources, websites, etc.

Question 20

Can Digital Analytics be combined with other sources?

Answer 20

Yes. Can combine with sales, offline information, qualitative data to inform strategy

Question 21

What is Analysis?

Answer 21

The process of breaking complex topics down into smaller more understandable parts

Question 22

What are 3 elements of Digital Analytics?

Answer 22

1. ) Context - what is the problem or opportunity that we are trying to solve
2. ) Data - what sources of data will be used - internal, external, quant, qualitative, offline, online?
3. ) Creativity - how do we leverage best practices to arrive at original solutions

Question 23

What are the 4 types of digital analytics?

Answer 23

Descriptive - What happened?
Diagnostic - Why did it happen?
Predictive - What will happen?
Prescriptive - What can be done to prevent bad results and optimize for good results?

Remember - Medical terms (diagnosis and prescriptive).

Remember that prescriptions prevent bad conditions from getting worse. Prescriptive analytics is the same.)

Question 24

How many segments can you apply at once in Google Analytics?

Answer 24

4