BASIC INTRO TO WHAT ANALYTICS IS Flashcards
Define digital analytics and why it’s important.
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.
A basic purchase funnel includes the following steps:
Acquisition involves building awareness and acquiring user interest
Behavior is when users engage with your business
Conversion is when a user becomes a customer and transacts with your business
how can these different kinds of businesses can benefit from digital analytics: Publishers, Ecommerce and Lead Generation?
Publishers can use it to create a loyal, highly-engaged audience and to better align on-site advertising with user interests.
Ecommerce businesses can use digital analytics to understand customers’ online purchasing behavior and better market their products and services.
Lead generation sites can collect user information for sales teams to connect with potential leads.
Google Analytics can also 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.
What is the Google Analytics account structure?
Organization> Account> Property > View
Discuss the functions of a Property
Each Google Analytics account has at least one “property.” Each property can collect data independently of each other using a unique tracking 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. For example, you may want to have separate properties for different sales regions or different brands. This allows you to easily view the data for an individual part of your business, but keep in mind this won’t allow you to see data from separate properties in aggregate.
Discuss View settings
Just as each account can have multiple “properties,” each property can have multiple “views.” You can use a feature called Filters in your configuration settings to determine what data you want to include in the reports for each view.
For example, The Google Store sells merchandise from their website across different geographical regions. They could create one view that includes all of their global website data. But if they wanted to see data for individual regions, they could create separate views for North America, Europe, and 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.
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 35 days. Otherwise, the view will be permanently deleted.
Using tracking code, Google Analytics can report on data from which systems?
E-commerce platforms
Mobile Applications
Online point-of-sales systems
To collect data using Google Analytics, which steps must be completed?
Create an Analytics account
Add Analytics tracking code to each webpage
The Analytics tracking code can collect which of the following?
Language the browser is set to
Type of browser
Device and operating system
When will Google Analytics end a session by default?
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
Which represents the hierarchical structure of a Google Analytics account from top to bottom?
Account > Property > View
A user with “edit” permissions at the Account level will automatically have “edit” permissions at which other levels?
Property
View
To locate a property’s Analytics tracking code, which sequence of steps should be followed?
NOT Admin > Tracking Code > Tracking Info
To use Analytics to collect website data, what must be added to the website page HTML?
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
When a new view is created, what data will be included?
Data from after the view was created
A deleted view can be recovered by account administrators within how many days?
35
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
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 which order does Google Analytics filter data?
NOT Alphabetical order by filter name
When a filter is applied to a view, what data is affected?
NOT All the data available in a view
