Concepts

Question 1

pageview

Answer 1

is counted every time a page on your site loads

Question 2

visit (session)

Answer 2

period of interaction between a browser and a website. Closing the browser or staying inactive for 30 minutes ends the visit

Question 3

visitor

Answer 3

is uniquely identified by a Google Analytics cookie

Question 4

unique pageview

Answer 4

number of visits during which page was viewed

Question 5

absolute unique visitor

Answer 5

each visitor is counted only once during the selected date range

Question 6

new and returning visitor

Answer 6

if the visitor has been to the site before they will be counted as a Returning Visitor, as long as they did not clear their cookies. If they did clear their cookies, Google Analytics will set/create a new cookie and count that visitor as a New Visitor

Question 7

Pageviews, Visits and
Visitors

Answer 7

Question 8

time on page (n)

Answer 8

timestamp (n+1) –
timestamp (n)

The time on page of the last page on a visit is
always 0, because there’s not timestamp GA
can use to calculate the time

Question 9

time on site

Answer 9

sum(time on page) for a visit

Question 10

avg. time on page

Answer 10

time on site / (pageviews –
exits)

pages with time on page 0 are excluded from the calculation

Question 11

avg. time on site

Answer 11

sum(time on site) for all visits
/ visits

pages with time on page 0 are not excluded from the calculation

Question 12

direct traffic

Answer 12

bookmark or URL typed directly
into the browser

Question 13

referral traffic

Answer 13

via a link in any web site

Question 14

search engine traffic

Answer 14

click in a search results or
link in a search engine

organic: non-paid
paid: ads

Question 15

Keywords

Answer 15

• What were visitors expecting to find on your
• site?
• You fail to meet their expectation:
• high bounce rate
• low goal conversion rate
• e-commerce per visit value
• Which landing pages are being used for a keyword?

Question 16

Campaign Attribution

Answer 16

Question 17

GA Accounts [1]

Answer 17

One Google username:
● up to 25 GA accounts
● can be added as an administrator to an unlimited number of GA accounts

Administrators can:
● create filters, profiles, goals
● add users

Question 18

GA Accounts [2]

Answer 18

Users:
● read-only access to reports
● can be restricted to specific profiles

Question 19

Profiles [1]

Answer 19

Profile: set of rules that define what data is to be included in the reports

Examples:
● subdomains
● sections of a site
● filtered data (access control)

Question 20

Profiles [2]

Answer 20

The settings of a profile include:
● user access
● goals
● filters

Question 21

Campaign Tracking and
AdWords Integration

Autotagging

Answer 21

● reports are automatically populated with click, cost,… of every keyword you buy
● if autotagging is not enabled, unpaid and paid clicks will look they came from the same source: google/organic

Question 22

AdWords Data

Answer 22

• Clicks
• Cost
• CTR (Click-through Rate) = ( clicks / impressions ) * 100
• CPC (Cost per Click)
• RPC (Revenue per Click)
• ROI (Return on Investment) = ( E-commerce Revenue + Total Goal Value - Cost) / Cost