Google Analytics 1 Flashcards by Todd Martin

What are the 4 different types of goals?

URL Destination goals
visit duration goals
page/visit goals
Events

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Which campaign parameter does not appear in Google Analytics by default?

utm_adgroup

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Smart goals allow you to automatically optimise your Google Ads performance even if you don’t have goals or ecommerce tracking set up.

True

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Through which report can you determine how well specific sections of your website performed?

Content Drilldown report

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Assigning a monetary amount to the value of a Google Analytics Goal allows you to:

Compare goal conversions and measure changes and improvements to your site

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Which of these can be imported to define the basis for a remarketing audience?

Custom Segment

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Through which report can you compare the behavior and performance of groups of users over a series of weeks?

Cohort analysis report

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Which report shows a visual representation of the path users traveled from one page or Event to the next on your website?

Behavior Flow report

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You can use filters to limit or modify the data in a view.

True

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Once Google Analytics processes data, it’s stored in a database where it can’t be modified.

True

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When a filter is applied to a view, what data is affected?

Data from after the filter was created

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What is a Channel?

Top-level groupings of your traffic sources, e.g. Organic Search’, ‘Paid Search’, Referral, ‘Social’ and ‘Email’.

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What are Custom Dimensions used for…

Used to import company specific data (like client ID’s from WordPress /Salesforce) and combine it with Google Analytics data.

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What is a Custom Report?

A report that you create. You pick the dimensions and metrics and decide how they should be displayed.

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What are Events?

Used to track a specific type of visitor interactions with your web pages like ad clicks, video views, and downloads.

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What do Filters do?

Let you include, exclude, or modify the data you collect in a view.

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What are Goals?

Measure how well your site or app fulfills your target objectives, e.g.
subscribing to your email newsletter, submitting an inquiry or making a purchase.

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What is Google Tag Manager?

Google’s tag management tool which allows one to easily alter code on a website created to track marketing analytics, e.g. Google Analytics tracking code, Facebook Pixel.

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Definition of Medium

The general category of the traffic source, e.g. ‘organic’ for free search traffic, ‘cpc’ for cost-per-click and ‘referral’ for inbound links from other websites.

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What do Segments do?

Analysis tool which allows you to isolate and compare various groups of users on your website.

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Definition of Source

Communicates where the user came from. For example, if the medium was “organic,” the source might be “google.com”.

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Goal Flow Report

An improved version of the funnel report. It’s a more flexible report (segments can be added) and it’s better able to show converters who skipped steps in the conversion funnel.

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Smart Goals

Designed to help Google Ads advertisers who may not have enough conversions to use the Google Ads optimization tools.

Source (or traffic source)

The origin of your website visitor. Possible sources include: “google” (the name of a search engine), “facebook.com” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

Medium definition

How the visitor arrived via that source. Possible mediums include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email”, “none” (direct traffic has a medium of “none”).

Key Acquisition Reports: | Referrers

Leaves out search engines and direct traffic, and only shows website domains (including social networks) that have referred traffic to your website e.g. individual blogs or publications.

Key Acquisition Reports: | Search Console

Provides information about the performance of your organic-search traffic. You can see data like user queries and the number of times your site URLs appear in search results (impressions). To see data in these reports, you must enable data sharing with the Search Console Tool.

Key Acquisition Reports: | Social

See the number of conversions from social media sites (overview reports), the behaviour of social media visitors (network referrers) and the top landing pages social media visitors arrive at (landing pages report).

What are Dashboards?

An easy way to see an overview of the reports and metrics you care about most.

What does Campaign Tagging do:

Helps you determine which marketing campaigns are driving the most traffic.

Campaign Tags: | Medium

Communicates the mechanism, or how you sent your message to the user. For example, “email” for an email campaign, “cpc” for paid search ads, or “social” for a social network.

Campaign Tags: | Source

Communicates where the user came from. For example, if the medium was “email,” the source might be “newsletter”.

Campaign Tags: | Campaign

Can communicate the name of your marketing campaign such as “2015-Back-To-School” or “2015-Holiday-Sale”.

Campaign Tags: | Content

Can be used to differentiate versions of a promotion. For example, “v1-10dollars-off” and “v2-nopromo”.

Campaign Tags: | Term

Used to identify the keyword for paid search campaigns. You would only use this field if you are manually tagging a paid search campaign like Bing or Yahoo!

What is a segment?

A subset of your Analytics data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site.

What is a dimension?

A descriptive attribute or characteristic of data. Browser, Landing Page and Campaign are all examples of default dimensions in Analytics

Which three tags does Google Analytics require for accurate campaign tracking?

Medium, Source, and Campaign

When creating a Goal in Google Analytics, which are required?

Goal name Goal type Goal slot id

Google Ads lets users advertise on which properties?

Google Search & Google Display Network

Enabling auto-tagging does what?

Adds Google Ads tags to campaign URLs

What Google Ads report in Google Analytics can show which bid adjustments resulted in higher conversions?

Bid Adjustments

When defining a measurement plan, what is the order of steps?

Business objectives > key actions > KPIs

When a Custom Dimension is active, what data will it affect?

Data collected after the Custom Dimension was applied

Custom segments may be created using which criteria?

Dimensions Metrics Session dates Sequence of users actions

What report shows data segmented by channel?

Channels

What report analyzes which webpages get the most traffic and highest engagement?

All Pages report

Custom Reports have which capabilities? Use multiple dimensions together in the same report Create a report with Custom Metrics Use a Custom Dimension as a primary dimension Create a report with data-driven attribution

NOT: Create a report with data-driven attribution

Google Ads and Google Marketing Platform campaigns served on the Google Display Network are grouped into which channel?

Display

Remarketing can show relevant ads on which Google properties?

Google Display Network Mobile apps Google Search

Which users could be targeted with Dynamic Remarketing to bring them back to a website? (select all that apply) Users who posted a favorable product review Users who viewed a website search result page Users who viewed product detail pages Users who abandoned their shopping carts

Users who viewed a website search result page Users who viewed product detail pages Users who abandoned their shopping carts

``` To set up Dynamic Remarketing for a retail vertical, what must be linked to Google Ads? The Google Search Center The Google Analytics Center The Google Merchant Center The Google Help Center ```

The Google Merchant Center

``` To set up Dynamic Remarketing, what must first be created in Google Analytics? Custom Segment Custom Metric Custom Dimension Custom Report ```

Custom Dimension

To enable remarketing in Google Analytics, what must first be enabled? (select all that apply) Advertising Reporting Features Demographics and Interests Google Adwords or Doubleclick bid manager account linking Custom Dimension

Advertising Reporting Features | Google Adwords or double-click bid manager account linking

``` Remarketing can show relevant ads on which Google properties? (select all that apply) Google Display Network Google Sites Mobile apps Google Search ```

Google Display Network Mobile apps Google Search

``` What Google Analytics data can be used to define a remarketing audience? (select all that apply) Pre-defined Segment Custom Segment Custom Dimension Custom Metric ```

Pre-defined Segment | Custom Segment