Data Collection and Processing Flashcards
How does GA track conversions
- Using a snippet of code which is place in the code of each individual site page, Google Analytics can track when certain actions are taken on site.
A snippet of code is included in the site code for each page and for a specific action, but what happens if you want to track users across different domains?
- In this case you will have to set up cross-domain tracking
What is a hit?
A hit is a URL string that contains useful information about a user that triggered the hit. Contains info like screen resolution of device, language of user and so on… The hit will also include a randomly generated user identifier, so that GA can track returning users.
What are the most common types of hits?
- Pageview hits - triggered when a user opens a page with the tracking code
- Event hits - tracks every time a user interacts with a particular event on your site. They pass four different parameters in the hit URL: event action, category, label, value. These parameters can be used to categorise reports specific to your business
- Transaction hits - also called an eCommerce hit, these pass data to GA about purchases such as products purchased, transaction IDs and stock keeping units (SKUs)
What can advanced eCommerce allow you to do?
If you have advanced eCommerce set up you can track additional parameters such as product category, products added or removed from a shopping cart and how many times a user viewed a product on a website
What are some other examples of hits?
- Social hits - these allow you to view likes and other engagement data
- Page timings - allow you to pass page timing data
What are some examples of changing data configuration rules?
- Data filters
- Goals
- Data grouping
- Custom Dimensions
- Custom Metrics
- Imported Data
Why would you want to filter data?
- You may need to transform the data in the view. For example, you might want to only include data from a given country
What are the four types of goals in GA?
Destination/Pageviews - When user lands on page of website
- Event - when a particular action defined as an event is taken
- Duration - Sessions over set amount of time
- Pages/Screens per session - User views set amount of pages within session
A conversion is calculated once per session, per configured goal.
How are conversions and eCommerce Transactions credited?
They are credited to the last campaign, search or ad that referred the user
What do channel groupings let you do?
Organise your data into customised channels which might be different to the standard reports
What do content groupings allow you to do?
They let you aggregate metrics within reports, based on the organisation of your website
How can we integrate offline data with GA data?
We can upload our own data to Google Analytics and use custom dimensions and metrics to create Hit data which is extended data stored in a custom dimension or metric
You can also use summary data which lets you sum up any uploaded data
This information is exported using customer relations tool and CRM tools. You can then use data import in GA.
What should you remember when you want to upload your own offline data to integrate with GA?
You need to set up data configuration rules prior to your data being processed.
What are the 3 scopes that can be applied to dimensions and/or metrics?
During processing, GA will determine which scope gets applied to each dimension and metric:
Hit Level -
Session Level -
User Level -
You can only pair dimensions with metrics if they are both in the same scope. GA reports pair the dimensions and metrics for you, but if you want to make your own custom report then you’ll have to do the pairing yourself.
Guidance resources on this point: https://analytics.google.com/analytics/academy/course/7/unit/1/lesson/4
