Glossary Flashcards
Attribution
The process of assigning credit for sales and conversions to touchpoints in conversion paths.
Attribution allows marketers to quantify each channel’s contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a display ad or a blog. A marketer uses attribution to appropriately distribute monetary credit for purchases among the many marketing channels that may have contributed to each sale.
Attribution Model
A rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, Last Interaction attribution assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. First Interaction attribution assigns 100% credit to touchpoints that initiate conversion paths. These are two examples of attribution models.
Channel Grouping
A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. Channel groupings allow you to view and compare aggregated metrics by channel name, as well as individual traffic source, medium, or campaign name.
In the Acquisition section’s Overview and Channels reports, you can see your data organized according to the Default Channel Grouping, a rule-based grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.
Content Grouping
A roll-up of content in the Behavior reports that groups several pages or screens together to better reflect the structure of your site or app. Content groupings allow you to view and compare aggregated metrics by content group name, as well as individual URL, page title, or screen name.
Content Grouping lets you group content into a logical structure that reflects how you think about your site or app, and then view and compare aggregated metrics by group name in addition to being able to drill down to the individual URL, page title, or screen name. For example, you can see the aggregated number of pageviews for all pages in a group like Men/Shirts, and then drill in to see each URL or page title
Conversion
A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion).
A conversion can be a macro conversion or a micro conversion. A macro conversion is typically a completed purchase transaction. In contrast, a micro conversion is a completed activity, such as an email signup, that indicates that the user is moving towards a macro conversion.
Custom Dimension
A user-defined descriptive attribute or characteristic of data. Custom dimensions can be used to describe data not included in the default dimensions in Analytics.
There are several ways to get custom data into Analytics, such as modifying your tracking code, uploading it using Data Import, or sending it via the Management API or Measurement Protocol.
Data Set
A container that holds the data you upload to Analytics.
Data Sets are an essential component of the Data Import feature. A Data Set's type corresponds to the specific type of data you want to import. For example, there are Data Set types for User Data, Cost Data, Content Data, etc. When you create a Data Set, you define a schema, which is the structure that joins the data you upload with the existing data in your hits.
Dimension
A descriptive attribute or characteristic of data. Browser, Landing Page and Campaign are all examples of default dimensions in Analytics.
A dimension is a descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be San Francisco, Berlin, or Singapore.
Browser, Exit Page, Screens, and Session Duration are all examples of dimensions that appear by default in Analytics. Dimensions appear all of your reports, though you might see different ones depending on the specific report. Use them to help organize, segment, and analyze your data.
Analytics also lets you create custom dimensions to hold additional types of data you send via the tracking code, or by using Data Import, or by using the Analytics API.
Event
Event is a type of hit used to track user interactions with content. Examples of user interactions commonly tracked with Events include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays.
Goal
A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or mobile app.
Goals allow you to measure how well your site or app fulfills your target objectives. You can set up individual Goals to track discrete actions, like transactions with a minimum purchase amount or the amount of time spent on a screen. Each time a user completes a Goal, a conversion is logged in your Analytics account.
Hit
An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits.
Each time the tracking code is triggered by a user’s behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers. Examples of hit types include:
page tracking hits event tracking hits ecommerce tracking hits social interaction hits
IP address
Short for Internet Protocol address. Used to identify computers on the Internet.
When your computer or device sends a request, like a search on Google, it tags the request with your IP address. That way Google knows where to send the response. It works like a return address would on a piece of mail.
You can find the public IP address you are currently using by searching “what is my ip address” on google.com.
Measurement Protocol
A standard set of rules for collecting and sending hits from any internet-connected device to Analytics.
The Measurement Protocol lets you send data to Analytics from any internet-connected device. It’s particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app. Because, while the Analytics JavaScript and mobile SDKs automatically build hits to send data to Analytics from websites and mobile apps, you must manually build data collection hits for other kinds of devices. The Measurement Protocol defines how to construct the hits and how to send them to Analytics
Metric
A quantitative measurement of your data. Metrics in Analytics can be sums or ratios.
Metrics are individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city.
Screenviews, Pages per Session, and Average Session Duration are examples of metrics in Analytics.
Pageview
An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.
