Google Analytics As A Day To Day Tool Flashcards
how did google analytics started
with Urchin in 2005, was called Classic Analytics (released in 2008 - 6° versao da Urchin)
What was the logic behind creating GA4
- website data and mobile data all im 1 platform
- use machine learning and predictive data in mind
- uses third party cookies from their platforms
Describe Google Analytics
free web based platform to measure digital properties and provide statistic and analytical tools to study and evaluate users behaviour and navigation trends
What can we measure with GA4
- visitor behaviour
- traffic sources
- search trends
- buying habits
- interest in the content
- return on ivestment (roi)
What were the name of the 2 platforms that merged to create GA4
Universal Analytics
Google analytics for firebase
How does Google analytics work
- When a visitor open the website, there is a small text file called cookies that is stored in the visitors device. This cookies contain information for the GA to identify the user
- There are javascript code from GA stored in the website, that start tracking the visitor actions
- Then javascript collect data and send it to the google servers. The servers then proccess the data
- Then google analytics makes the reports
How does google analytics track mobile apps
On the app it runs SDK (code) that send to the server and then reports it
What are the 4 main reports on GA4
- homepage report
- real time report
- life cycle reporting
- user collection
What does the homepage report contai
- where do new users come from?
- what are your top performing campaigns
- which pages and screens get the most views
What does the real time report allow you to do?
- confirm tracking code is working
- view effects from a youtube video
- view new product drop as it happens in real time
Life cycle reporting
this report helps you to break down user activity at each stage in the customer user journey, from acquisition to retention
This collection includes the following reports by default:
- acquisition
- engagement
- monetization
- retention
What are the 4 default reports in the life cycle
Acquisition, engagement, monetization, retention
What consists the acquisition reports
Provide information about where your traffic originates, the methods by which user arrive at your site or app and the marketing efforts you use to drive traffic
In what does the engagement report consist of
Lets you measure user engagement by the events and conversion events that users trigger and the web pages and app screens that user visits
Im what does the monetization report consists off
Enables you to see the revenue you generate from the items, ads and subscriptions on your website or app
In what does the retention report consist off
Retention helps you understand how frequently and for how long ysers engage with your website or app after their first visit
What is the user collection reports
Include the following reports
- demographics (age, location, language, gender, along with interests they have and their purchase activities)
- tech shows traffic by technology the audience uses
What are the some of the components you can find in google analytics
- time segmentation
- audience comparison
- filter
- key indicator
- evolution graph
- dimensions
- data views
- widgets
- customizable dashboards
- search bar
- insight panels
- customizable reports
What info can we get to know from our audience
Location, language, gender, age,interest, technical features, others
What info can we get on tecnology from users
Browser, OS, Network, mobile, devices and engagemnet
Whats the difference in conversion ratio in session analytics and user analytics
Session analytics: sessions with purchase / sessions
user analytics: purchases / users
How to get google analytics to work on the website pages?
Install a small snippet from javascript code in all our pages
gtag.js
javascript library.
it uses first party cookies to:
-determine which domains you want to measure
- distinguish unique users
- remember the number and time of previous visits
- remember traffic source information
- determine the start and end of session
- remember the value of visitor level custom variables
What are some of the basic features of GA4
- allows time segmentation
- key indicators
- evolution graphs
- comparison
- dimensions
- data views
- data filters
- customizable dashboards
- search bar
- insights panel
- customizable reports
Whats the point of using comparisons on GA4
Allows you to analyse multiple datasets in parallel using report you are familiar with.
- focus on specific subsets
- compare different perspective side by side
- segmenting the results for relevant conclusions
- add up to 4 comparisons
Whats the point of report filters
Allows to see a subset of data in a report by restricting data to specific dimensions or conditions
-allows you to filter effectively and analyze the elements from the total number of results
- refine information for more relevant indicators and conclusions
- add up to 5 conditions to focus on specific information
What are the performance metric categories that exist
- Financial (sales, costs and profits)
- Internal ( measure employee experience, evaluation of the quality of the company management)
- Customer (customer satisfaction and loyalty can be key indicator of business health and performance)
- Compliance (the company must demonstrate legal compliance with emplument regulations, financial reporting and environmental rules)
- Strategic ( reveal how well various strategies helped the company progress to reach its immediate target and long term goals)
Starting metrics on GA4
Users
New Users
Average Engagement time
Views
Purchases
Sessions
Engaged Sessions
Conversions
Bounce Rate
Event count
What can we know from our audience in GA4
- location
- language
- age
- interests
-techical features
Where in GA4 can we get to know information about our audience
- Retention in the life cycle collection
- Demographics and tech in user collection
Cohort Analysis
a model that analyses the impact over time according to different actions of behaviours we are looking into. Fhe measurement is as always a metric.
Why is it important to understand the demographics of your visitors
- they allow you to better undestand who your visitors are
- you can segment the rest of your analytics data by these same chacteristics so you can understand how converting and non converting visitors differ
- these are the same demographics and interest categories used to target ads on the google display network.
- not all visitors will have demographics associated with so this will only consist of a subset
How to install demographics?
- Enable google signals allowing google analutics to get that information
- Update privacy policy and cookie policy to clearly indicate the use of this information
- Access the collection od demographics and interest on google analytics
What is google signals
Google signals are session data from sites and apps that google associates with users who gave signed in to their google account, who have turned ads personalization.
This association of data with these signed-in users is used to enable cross-device remarketing and cross device key events export to Google Analytics
How to update privacy policy?
If you have enabled any google analytics advertising features, you are requeried to notify your visitors by disclosing the follow information in your privacy policy:
- the google analytics advertising features you have implemented.
- how you and thrid party vendors use first party cookies (such as GA cookie) or other first party identifiers, and thrid party cookies (such as google advertising cookies) or other thrid party identifiers together
- how visitors can opt out of the google analytics asvertising features you use, including through Ads settings, ad settings for mobile apps, or any other available means
- we also encourage you to point users to google analytics currently available opt outs for the web.
You must also comply with the european union user consent policy
What are traffic types available on GA
Direct, search (organic and paid), referral, campaigns
What does the acquisition reports allows u to see
- acquisition by channel, campaign, keyword, source/medium
- behaviour on site by pages per visit, visit duration and pageviews
- conversion patterns by transactions, revenue, ecommerce conversion rate, goal completions, goals value and goal conversion rate
What are the basic GA traffic sources?
Direct, organic search, referral, organic social, paid (search, video, social) and e-mail
others: affiliates, display and mobile oush notifications
What is cross network traffic
Channel by which users arrive at your site or app via ads that appear on a variety of networks (display and search)
What is direct traffic
Users arrive directly via a saved link or by entering the url
What is referral traffic
Users arrive by a non link ad on other site or app
What are the traffic source dimensions
- Source
- Medium
- Source / medium
- Channel
- Campaign
- Keyword
- Landing page
- Ad content
In what does the the “source” traffic dimension consist of
every referral to a web site has an origin, or source.
Possible sources include: “google” (name of a search engine), “facebook.com” (name of a referring site), spring_newsletter (the name of some of our newsletter), and “direct” (users that typed the url into the browser or who have bookmarked it
In what does the “medium” traffic source consist of
Every referral to a website has a medium. Possible medium include: “organic” (umpaid search), “cpc” (cost per link aka paid search), “referral” (referral), “email” (the name of the custom medium you created), “none” (direct traffic has a medium of none)
In what does the “keyword” traffic source dimension consist of
The keywords that users searched are usually captures in the case of search engine referrals. This is true for both organic and paid search. Note, however, that when SSL search is employed, keyword will have the value (not provided)
In what does the campaign in traffic source dimensions consist of
Is the name of the referring adwords camapign or a custom campaign that you created
What is the metric scope.
What exists?
Scope is a prefix that defines the way that dimension is analyzed
User: dimension focused on the user across multiple sessions
Session: a dimension focused on the interactions during an engagement moment
First-user: dimension focused on the first interaction of the user in the property
we also have scopes on dimensions
What are the main advantages of custom campaigns
- Allows to record information from other plataforms, even if they are not websites (example: emails)
- Additional information specific campaigns carried out in other websites
What information do we need to provide google analytics to build a campaign
- Campaign source
- Campaign medium
- Campaign name
- Campaign term
- Campaign content
What is a good number for search traffic
Not more than 50%.
If its more than it means that you are over dependent on search engine which is a high strategy risk
What is a good number for direct traffic
Around 30%
If its bellow than 15% then it means that you are not good in customer service or you have branding issues
What is a good number for referring site traffic ?
Around 20%
If referring traffic is too low then it means people dont link out to you as much and there are some issues with link building and content marketing campaigns
What are some main reasons for organic traffic sudden changes
- Technical issue (site level) - manual action
- Seasonality
- Techical issue (page level) - algortithm changes. Disruption
- Reporting glitch
What are content reports
Section of ga that presents pages of your website that have been viewedd letting you to get data from different ways
- page and screens reports
- landing pages
- events
Request URI
Its the part of url after the domain ame, for example “/” represents the homepage
Where can we use events?
- actions and interactions with java script on in-app
- gadgets
- file downloads
- loading times
- any kind of interaction
How to install an event on a page?
by using google tag manager or a custom javascript code (either via extensions or manually)
What are the different type of event tracking solutions
- Automatically collected
- Enhanced measurement
- Recommended events
- Custom events
Virtual Pageviews (GA4)
Virtual Pageviews (GA4): Técnica usada para rastrear interações que não geram um carregamento de página real, como mudanças em SPAs, abertura de modais ou filtros. Configura-se criando um evento personalizado chamado page_view, com parâmetros como page_title e page_location. Ideal para monitorar navegações dinâmicas e interações internas. usado para medir aberturas em pop-ups etc
how can we measure a virtual pageview?
using a tag in javascript like this
gtag(‘event’, ‘page_view’, {
page_title: ‘Título da Página Virtual’,
page_location: ‘https://example.com/pagina-virtual’,
page_path: ‘/pagina-virtual’
});
Tracking goals will allow us to:
- Report on conversions (see the actions that matter most to your business using the acquisition, engagement and advertising reports)
- Bid on conversions (import your conversion data into google ads to use with an automated bid strategy to potencially increase conversions and lower costs)
- Attribute credit to conversions (combine you data with data from other advertising channels to understand the touch points along a user’s path to conversion)
- Advertise to unconverted users (use your conversions data to create audiences of users who didnt convert and import those audiences into google analytics for remarketing
How to create a key event for a pageview?
- create a custom event to that page (give your event a name / select your parameter / select your operator / select the value of “page url”)
- turn that event in a conversion (key event) (triggered event /toggle “mark as conversion”)
What are 2 important topics to consider when you plan and measure a ecommerce strategy
buyer personas and customer journey maps
Buyer personas
help you to know your customers, by framing their profiles
Customer journey maps
helps you to map the steps and touchpoints your customers interact by doing a purchase
Google analytics allows us to measure the e-commercer behaviour under multiple layers and perspective. which ones
- store performance
- buying process
- checkout process behaviour
- internal marketing and promotions
How can we measure actions to understand the buying journey of your customers
- track multiple actions during the buying journey and checkout experience
- enhance with data enrichment and server-side tracking
- monitor the steps and the behaviour using explorations
Data enrichment
Product data
allows us to send many information about the products that will help us to analyze more in detail the products being acquired and the behaviour of our users. from product details to high level categorization, google allows us to analyze many different perspectives at a product level.
Product scope on custom dimensions are not yet available on GA4, but its expected to be made available soon
