The awesome world of clickstream analytics (base metrics analysis) Flashcards
What are metrics?
Metrics are a quantitative measurement of statistics describing events or trends on a digital proprety.
Metrics can measure the impact of any communication action or behaviour direclty or indireclty originated
What should we understand when looking to use a metric?
- Whats the definition (what does it measure, and how is it calculated
- Whats the strategy (why does this mattern and how does this align with our goals)
- whats the usage (what is the context, per ex. ctr should be around 4% not 90%, what is a normal value for this?)
What are the 7 common type of metrics
- Behaviroral metrics
- Acquisition metrics
- Conversion metrics
- Engagement metrics
- Retetion metrics
- Financial metrics
- Techinical metrics
What is behavioral metrics
these metrics track how users interact with a website, app or digital platform. they provide insights into user engagement and behavior
what is aquisition metrics
metrics that provide insight into how users are arriving at the website or app. they are often segmented by marketing channels or sources.
what are conversion metrics
metrics that track the actions users take that align with business objectives such as purchases, sign ups or downloads
what are engagement metrics
metrics that gauge the depth and quality of user interaction with digital content
what is retention metrics
metrics that track the ability to retain users over time, often used to understand user loyalty and satisfaction
what is financial metrics
metrics that measure the monetary performance of digital initiatives, often aligning closely with business revenue and profitability
what is custom metrics
custom defined metrics specific to the business unique goals and processes.
In what formats can metrics be displayed
- Absolute number
- Currency
- Ratio
- Average
- Time-based
What are dimensions?
Dimensions are features or elements that allow us to target or filter basic indicators to enrich information and to analyze the behavior of a subset. Por exemplo, separar entre visitors totais e visitors novos e os que retornam
What are some dimensions examples
Geography, language, campaign, medium, page
what are kpis
kpi are key performance indicators
these are metrics or key indicators to measure the sucess and effectiveness of a campaign, an action, a process, a website, among others. they tend to be unique to each organization
What are the main concepts we need to support our analysis (piramide)
- Goals (are the ambition we set to our property, the expected results of our strategies and actions)
- KPIs (beacons to focus our strategy and to monitor our performance over time)
- Dimensions (features or elements that give context to our metrics, allowing us to enrich and target our analysis)
- Metrics (quantitative measurement of statistics describing event or trends on a digital property
What are some important metrics?
active users,
sessions
average engagement time
new users
engaged sessions
engagement rate - evolution from bounce rate
event count
conversions
converstion rate
What is a session
A session is the number of times your visitors has been at the site or mobile application. If a use is inactive on your site 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.
Ex: começo a 9am a sessao vai ser extendida desde que esteja a interagir. Apartir do momento que paro de intergir existe um periodo de 30 minutos ate a sessao “fechar”, se voltar a interagir vai contar como se fosse uma sessao nova
How is a session defined in GA4
Group of user interactions (events) within a specific time frame
What is total sessions
count of all of the SESSIONS IDs given during a time period
English Definition: Google automatically collects a session_start event and generates a session identifier. Analytics calculates the number of sessions that occur on your site or app by estimating the number of unique session IDs.
What are the situations where a session will initiate?
- When you open your app in the foreground
- Views a page or screen and no session is currently active
What is a engaged session?
GA4 contains a new metric called engaged sessions.
It portrays the number of sessions that:
- lasted longer than 10 seconds,
- or had any conversion event,
- or 2 or more page screen or page views
How many visits does this count as ?
“Arrives at the website, stays for 3 minutes, leaves the website, returns 20 minutes later “
1
How many visits does this count as?
“Arrives at the website, stays 28 minutes, leaves the website, returns 45 minutes later “
2
What are some names for visitor metrics?
(5)
Active Users,
Total Users,
New and Returning Users
Views per User
What are Users or Unique Visitors ?
User is someone that uses our property.
The first time a users enters the website or app during any given date range is counted as an additional session and an adicional user. Any future visits from the same user during the selected time period are counted as additional sessions, but nos as additional users.
What are the 3 types of identificator that GA4 has?
- User ID
- Google Signals
- Device ID
What is a User ID
It can only be used if a website has a login or authentication.
It consists in sending a user account id from the website into GA.
What is google signals
product separate from GA that uses a user data who have opted into Google Ads Personalization.
antigamente era o google display features, cookie marketing entra aqui. autenticação via conta google, não dão essa informaçao mas conseguem ligar as relações
What is Device ID
Same concept as client ID
Como é que o GA4 me identifica se eu entrar num website sem estar logada?
Se eu entrar num website sem estar logada e de seguida me logar sou identificada - GA4 só calcula quando a sessao acaba e processa ambas juntas. No inicio é un random ID, mas depois identificamo nos com o nosso USER ID - todos os eventos / interações feitas nessa sessao passam a ser identificadas como sendo do USER ID. Se tivermos cross devicec, conecta-se na mesma se for logado.
How does the device ID work on GA
This is a unique identifier.
On the web, it uses the client ID - a unique, randomly generated value - that is stored inside of a cookie in your browser. This is used to track a user across multiple visits
Why is Device ID not very accurate when tracking?
any interference with the cookie will affect the user data. Common cases of this would be using ad blockers or cleaning the cookies. Other issues would be the inability to track visitors across different devices as the cookie that identifies the user is “stuck” inside the browser of your particular device.
On a mobile app uses a instance id which identifies a unique instalation of the app.
What is a user or unique visitors
count of all the unique cookie_id during a given time period
English Definition: The first time someone visits your site a first party persistent cookie is set in their browser or an internal ID on a Mobile App. This cookie lasts any where from several months to several years. Each time that person visits your site that cookie identifies them as the same browser.
The User metric is affected by the cookie deletion issue, session is not. The numbers for first party cookies are a 2 – 5% and 20% to 25% for third party cookies.
How many visits and unique visitors are here:
Arrives at the website, stays 3 minutes, leaves the website, returns 20 minutes later
1 visit, 1 visitor
how many visits and unique visitors are here
Arrives at the website, stays 28 minutes, leaves the website, returns 45 minutes later
2 visits , 1 visitor
What is User Engagement
Measures the lengh of time that your app screen was in the foreground or your web page was in focus
What is Average Engagement time
is the average time that your website was in focus in a user’s browser or an app was in the foreground of a user devices.
It can be analysed per page or screen, measuring how long a visitor spend on a particular event
What is a average session duration
is the average time (in seconds) a user spends on your webiste or mobile app during a focus moment (aka session)
GA4 only focus the app if that is the tab that is opened
Engagement time is measured based on what
based on a sequence of events
is a engagement time for in between the events that are happening in the session
GA4 stops counting the engagement time when:
- the user moves the app screen to the background
- the user focused away from your web page
- the user navigates away from the app screen or web page (closes the tab, window, or app, the user goes to another screen)
- the site or app crashes
whats the difference between session duration and engagement time
Engagement time only focus on the really active duration
Session duration focused only on the start and end of the session
Engagement rate
% of sessions that were engaged sessions
engaged sessions / sessions
Average engagement time
total length of time your website was in focus or app was in the foreground across all sessions / total number of active users
Average session duration
Focus on the total length of a session, including the time the user is not active
Bounce Rate
% of sessions that were not engaged sessions. It’s the inverse of engagement sessions.
Bounce rate = non-engaged sessions / sessions
Conversion rate (%)
( Number of buys / unique visitors ) × 100%
How to measure conversion rate in non commerce websites
Use leads or answer to faqs. It all depend on your goals
Pageviews
Represent by a metric called views.
all pageviews are collected as events inside the platfom.
The views metric represent the number of these page_virw events on GA4
Conversions or goal completions
Total number of important actions or goals performed in the site. You need to have goals setup in google analytics for your site actions
User conversion rate or session conversion rate
% of sessions on a site that result on a conversion goal being reached.
its the % of success of each session
What are dimensions
Pieces of information or characteristics that give context to the metrics. We usually see dimensions on a row level and metrics on a column level
What are metrics normally used in mobile apps
Users
Engaged sessions
Average engagement time
Engagement rate
Events
Screen views
Conversions
Downloads
Crashes
How does engagement time work on mobile?
it measures screen sleep time, or captures the time in the foreground for a mobile device to determine how a user is engaging with your content
Como funciona os screen views em mobile apps
Mesma lógica das page views nos websites mas para apkicacoes
Temos que dizer diretamente o que é cada screen name e envuar isso para o analytics para que isto dê track
what is downloads in mobile apps and how to track
number of new instalations done for the mobile
metric obtained form app store in iOS and Google Play (Android)
What is the closest metric in google analytics for download in mobile apps
New Users
What are crashes in mobile apps
Number of critical errors that the mobile app can raise during its execution
its useful for developers to track mobile app stability
Whats firebase
Firebase is a platform developed by Google for building and managing mobile and web applications. It provides a range of backend serviced that help developers create high quality apps quickly eith a focus on improving user experience, performance and scalability
