Terminology

Question 1

Attribution

Answer 1

Assigning credit for sales to touchpoint in the sales process. Quantifying value of the steps

Question 2

Attribution Model

Answer 2

Rules that determine how credit for sales/conversions are assigned.

e.g. at the first step/last step?

Last click Attribution: 100% value is the last touch point
First click Attribution: 100% value is the original step

Question 3

Conversion

Answer 3

This is a completed activity towards achieving a business goal

Question 4

Dimension

Answer 4

Relates to how Google describes data.

A characteristic of a piece of data

Question 5

Event

Answer 5

An action where user interacts with our content e.g. plays video, download

Question 6

Goals

Answer 6

Used to track discrete actions and their value

Question 7

Hit

Answer 7

Action that results in data being sent to Google Analytics

Question 8

Page View

Answer 8

A page is loaded or reloaded in the browser

Question 9

Segment

Answer 9

A set of users who share common attributes

Question 10

Metric

Answer 10

A quantititive measurement of data

An individual element of a dimension. Can be a sum or a ratio

Question 11

Session

Answer 11

A period of time a user is active on your site

Question 12

Source/Medium

Answer 12

Source: origin of traffic (search engine, domain)

Medium: general category of source (e.g search)

Question 13

What’s the difference between of exit rate and bounce rate?

Answer 13

To understand the difference between Exit Rate and Bounce Rate for a particular page, keep the following points in mind:

For all pageviews to the page, Exit Rate is the percentage that were the last in the session.
For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session.
Bounce Rate for a page is based only on sessions that start with that page.