It includes important notes from my Advanced Google Analytics course. It's about Google Analytics Filtered views, Custom Dimensions, Custom Metrics, Custom Reports, Remarketing and Dynamic Remarketing

1. MY OBSERVATIONS
 Rememberthatwebsitedatacollectionbeginswithasnippetof JavaScripttrackingcode
that’sincludedoneverywebpage of the site where youwanttocollectdata. The goal of
the tracking code is to track each userinteraction that occurs on your website.These
interactionscanbe as simple asloadingapage or somethingmore specificlike clickinga
videoplaybuttonora link.
 Withthe trackingcode installed, Google Analyticswill dropa cookie inthe user’sbrowser
for that website andany relatedsubdomains.
 Thismakesit easyto track trafficon a single website URLdomainorsubdomainbydefault.
 Analytics can understand thingslike:
o A user’slocation;
o Specificsabouttheirbrowserandoperatingsystem;
o Theirage andgender;
o The source/mediumthatreferredthemtoa site.
 Newvs. Returning Users
o Google Analyticsdifferentiatesnew fromreturningusers.Whenauserarrivesona
page withtrackingcode,Google Analyticscreatesarandom, unique IDthat gets
associatedwiththe user’sbrowsercookie.
o Analyticsconsiderseachunique IDtobe a unique user.Everytime anew ID is
detected,Analyticscountsa“new user”and sendsitoverwiththe hit.When
AnalyticsdetectsanexistingID,itsendsa“returninguser”value withthe hit.
o There are a couple of limitationstonote aboutdifferentiatingusers.
 Since Analyticsusesabrowsercookie todetermineunique usersovera
givensession,thisinformationwill be lostif auserclearsor has blockedthat
cookie intheirwebbrowser.If auser clearstheirbrowsercookies,Google
Analyticswill setanew unique IDthe nexttime abrowserloadsa tracked
webpage.Analyticswillthencountthatuseras “New,”ratherthan
“Returning.
 Google Analyticscanidentifyusersovermultiplesessions,aslong as the sessionshappenin
the same browseron the same device.Analyticsdoesn’trecognizeuserswhovisityour
website fromdifferentdevicesbydefaultandwill counteachdevice asaunique user.
 All Google Analyticsreportsare asingle dimension,and the correspondingmetricsforeach
value of that dimension.You’llnotice thatmostreportsinAnalyticsuse rowsfordimensions,
and columnsforthe associatedmetricdata.
 For everyproperty, we recommendyou setup at leastthree views:a “Raw Data” view,a
“Test” view,and a “Master” view.
 Similartoaccounts,propertiesalsohave aunique PropertyIDthat’sappendedtothe
AnalyticsID.
 Whenyoucreate an account inGoogle Analytics,the accountisassignedaunique ID.You
can see thisID inthe Analyticstrackingcode.Thisishow the trackingcode knowsto sendhit
data to the correct Analyticsaccount.Youdon’tneedto signinseparatelyformultiple
AnalyticsOrganizationsorAccounts.
 If you have tworelatedwebsiteswithdifferentURLsor subdomainsthatyouwantto track
ina single property,youcansetupwhat’scalled“cross-domaintracking.”Cross-domain

2. trackingwill recognize whenausernavigatesbetweenrelatedwebsitesinthe same session.
Thisis alsoknownas “site linking.”Tosetup cross-domaintracking,you’llneedtomodify
the Analyticstrackingcode oneverypage of everysite youwantto track.
 Eventtrackingis a great wayto know if usersare engagingwithyourwebsiteand
performingintendedactions.
 You shouldbe thoughtful aboutthe eventsyouwanttotrack to give youinsightintothe
customerbehavioronyourwebsite.If yourgoal isto increase engagement,you’llwantto
focuson trackingactionsthat demonstrate how usersnavigate yoursite andinteractwith
your content.Youcan use eventtrackingto betterunderstanduserbehaviorspecificallyfor
your website andoverallbusiness.
 Segmentation
o Segmentationisone of the mostcommonwaysto analyse subsetsof dataina
report.
o You can create user segments (age range,date range,gender) orsessionsegments
(Goal userscompletedduringthe sessionor the amountof revenue auser
generated).
o A powerful partof segmentsisthe abilitytoaddmultiplesegmentstoasingle report
for comparison.
o You can compare segmentsof userswhomade a purchase withthose thatdidn’t,to
betterunderstandwhatinfluencespeople tobuy.Oryoumightchoose to build
segmentsbasedona specifictrafficsource likepaidsearchandcompare that to
sessionsthatoriginatedfromemailcampaigns.Thishelpsyousee whichtypesof
userseachsource delivers.
o To compare newand returningusersinreports,youcan selectthe New Usersand
ReturningUserssegments.Notice thatthese segmentswill show upatthe top next
to the All Userssegment.
 AttributionModeling
o Attributionmodeling isasetof rulesthatdetermine how salesandconversionsget
attributedtoyourmarketingcampaigns.The goal of attributionmodelingistohelp
youbetterunderstandhow differentmarketingcampaignsanddifferentmarketing
channelsall worktogethertoproduce conversions.Thiscanhelpyoubetterallocate
and investyourmarketingtime andbudget.
o To use multi-channelfunnels,you’ll needtohave firstsetupGoals or Ecommerce.
 Custom Reports are a goodalternative tosecondarydimensions.Customreportshave the
capabilitiestouse multipledimensionstogetherinthe same report,create a report with
CustomMetrics,Use a CustomDimensionasa primarydimension.
 Remarketing
o Remarketingisapowerful tool thatletsyoutargetad contentto userswho have
alreadyvisitedyourwebsite.Whenauservisitsyoursite anddoesn’tmake a
purchase,youcan use remarketingtoshow themrelevantadsonthe Google Display
Network,onmobile apps,oronGoogle Search.Thiscan bringthemback to your
website and encourage themtomake a purchase.
o Remarketingisapowerful wayof re-engaginguserswhohave visitedyourwebsite,
but didn’tcomplete aconversionormake apurchase.Google Analyticscanhelpyou
define those audiencesbasedonuserbehaviorandcustomize yourcampaignsto
increase yourconversions.

3. o Remarketingaudiencescanbe definedas Userswhovisitedaspecificpage ona
website Userswhoplayedavideoona website Userswhospeakaparticular
language
Analysis is the process of developing hypotheses based on your expectations and
figuring out why your metrics match or don’t match those expectations. When you
find data that doesn’t align with your expectations, your analysis can help you figure
out the cause.