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Google Ads 4 > GA4 > Flashcards

GA4 Flashcards

1
Q

Attribution

A

control on how to define conversion in different campaings

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2
Q

Tell me about the difference between UA and GA4 in under 50 words

A

UA tracks website visits in sessions, GA4 tracks every user action as an event. GA4 offers a more detailed, privacy-focused view across devices. Cross platform tracking designed to be future proof.

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3
Q

Three common ways of measuring quanitity of traffic to a site

A

Users, Sessions, Page Views/ Events

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4
Q

User

A

Number of distinct users who visit a website

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5
Q

Session

A

Duration of a users time on website, user can have multiple sessions

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6
Q

When does default session end

A

After 30 mins of usage

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7
Q

Page Views/ Events

A

Events measure user interactions on a website (Clicks/Filling in a form/ Playing a video etc)

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8
Q

Average Engagement Time

A

It is the average time that users have spent on your website, excluding any time when the website was minimised or hidden within a browser window

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9
Q

Cohert Exploration

A

Analysing specific groups of users over a period of time

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10
Q

Engaged Session

A

A session that lasts longer than 10 seconds, 2+ page view, or at least one key event

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11
Q

New User

A

Anyone who has used the website for the first time in the given time frame set, or if the id is not recognised

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12
Q

Returning User

A

Anyone who has used the website or opened the app at least once before in the specified period

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13
Q

Active Users

A

All Users (New/ Returning)

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14
Q

Total Users

A

All Users ( Measured in the same way as UA)

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15
Q

What does infinite scroll mean for GA4

A

Turn away from tradiotinal tracking (page visits) and focuses on interactions

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16
Q

Engagement Rate

A

The percentage of engaged sessions

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17
Q

Engaged Sessions per User

A

Engaged Sessions divided by unique users

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18
Q

Event

A

Any engagement with the website

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19
Q

Event Parameter

A

Additional context to the event occured (Eg Purchase , parameters = item_name item_category item_price)

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19
Q

Analytics Hierachy

A

Account Property Data

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20
Q

Google signals

A

Cross-device data for enhanced demographic reports

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20
Q

Traffic acquisition report

A

Shows where new and returning customers are coming from

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21
Q

How does GA4 measure customer insights?

A

metrics over traffic

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22
Q

GA4 new features

A

conversions, engaged predictive and AI metrics

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23
Q

Engaged User

A

Can be one user across different devices eg 1 1/2 engaged user if you use a dell and an iphone

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24
Q

Direct Search

A

URL into browser

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25
Q

Paid Search

A

User from display ad

26
Q

Organic Search

A

Clicking on website via search result (google)

27
Q

Default Channel Grouping

A

Organic Social, Paid Social, Organic Search, Paid Search, Cross Network, Refferal

28
Q

Determinants of Quality Traffic

A

-Engaged sessions per users
-Events per session
-Avg. engagement time per session

29
Q

Engagement does not always measure quality

A

-Optimised website might be designed for users to achieve their goal quicker / less clicks

30
Q

Conversions UA

A

Key Events GA4

31
Q

What is attribution modelling

A

which touchpoints deserve credit for a users conversion

32
Q

? on a URL

A

Anything that comes after the ? is optional to the url and is used for other things,

33
Q

UTM

A

Urchin Tracking Model, gives information about where the url came from and what its use, used to track campaigns across multiple channels

34
Q

UTM_source

A

Reveals the website where the traffic came from (source_google = traffic came from google)

35
Q

UTM_medium

A

Reveals the medium of advertising used, channel where the traffic came from (direct, paid, email etc)

36
Q

What will google categorise traffic as if they cant work out where the traffic is coming from

A

Direct or other

37
Q

Organic social

A

traffic coming from social media that hasnt been boosted

38
Q

Referall

A

traffic coming from links from other websites

39
Q

medium_PPC

A

traffic coming from pay per click ad

40
Q

Whats the difference between source and medium

A

source is the orgin (website) of the traffic and medium is the method to which the traffic got there

41
Q

What parameter would you use if youre running a paid ad campaign

A

term (used to identify the search term in ppc)

42
Q

What parameter would you use if youre using different google platforms

A

Source Platform (when the source has multiple platforms eg google ads)

43
Q

What parameter could be used to identify marketing tactics such as retargeting

A

Marketing _tactic

44
Q

What parameter can be used to differentiate between different links

A

content

45
Q

Traffic acquistion

A

campaign/ source/ medium of the session

46
Q

User acqusition

A

first campaign/ source/ medium observed by the user

47
Q

Real time events

A

Events that happened in the last 30 minuets

48
Q

User properties

A

Segmenting reports and tracking across sections

49
Q

Event tracking

A

interactions / occurances across websites /apps, almost all points of data in GA4 can be labelled as events

50
Q

Custom events

A

configured to track events important to your buisness

51
Q

Macro Conversion

A

Purchase, Lead Capture, signficant action indicating interest in product / service

52
Q

Micro Conversion

A

Click / Scroll / Watching a video

53
Q

How does GA4 prioritise privacy?

A

Annonimises IP addresses, doesnt store data, data retention max 14 months default 2 months, can operate without cookies, emphasis user consent

54
Q

1st party cookie

A

Placed by the domain the user visits

55
Q

3rd party cookie

A

Placed by other domains, cross site tracking

56
Q

AI in GA4

A

personalised recommendations, detects anomelies, surface emerging trends

57
Q

Reports

A

tracks entire customer lifecycle

58
Q

Default Channel Grouping

A

Sorts website traffic into broad groupings

59
Q

Referall

A

Non ad links on other sites

60
Q

Organic Social

A

Non ad links on social sites

61
Q

Paid Social

A

Ad links on social sites

62
Q

Cross Network

A

Ads that appear on variety on networks

63
Q

How to find tech overview report

A

Reports - User - Tech -Tech overview report

64
Q

How to find user acqusition

A

Reports - Acqusition - Overview

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