This document provides an overview and agenda for a Google Analytics 101 training. It introduces basic concepts like metrics, dimensions, and how Google Analytics works by collecting data, processing it, and generating reports. It covers traffic analysis using segments, filters, and cohorts. It also discusses attribution models for analyzing multi-channel funnels and assigning credit for conversions across touchpoints. Resources for further learning with Google Analytics are recommended.

1. Google Analytics 101
Training
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2. Agenda
2
Basic Concepts
Traffic Analysis
Attribution
1
3
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3. Why do we use Google
Analytics?
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5. To Avoid This

6. How Google Analytics Works?
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7. How Google Analytics Works
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Data Collection
Configuration
Data Processing
Reporting

8. @dimitriszotos
Google Analytics provides us
with information presented
through metrics and
dimensions.

9. @dimitriszotos
War is 90% Information

10. Basic
Concepts

11. Metrics & Dimensions
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Dimension:
A dimension is an attribute of the Visitor
to your website.
Metric: Is a number.

12. Metrics = Numbers
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Sessions
Transactions
Pageviews
Time on site
Clicks
Revenue
% Exists

13. Dimensions = Attribute
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Country
Date
Operating System
Device
Visitor Type
Landing Page
Age

14. DATA Hierarchy
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Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.
User: A user is the tools’ best-guess of an
anonymous person.

15. DATA Hierarchy
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Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.
User: A user is the tools’ best-guess of an
anonymous person.
Raw Material
Grouped Data
People

16. Traffic
Analysis

17. All Traffic Analysis
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18. Table View
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19. @dimitriszotos
All these metrics are useless
without context. And without
segments.

20. Segments

21. Advanced Segments
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22. Analysis Using Segments
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23. Secondary Dimensions
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24. Advanced Filter
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25. Cohorts
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26. Export Data
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27. Analyse on Google Sheets
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28. Attribution

29. Goals – Conversions - Events
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Conversion is a desired action
That can be tracked using Goals or Events
It could be a pageview on the “Thank you” page
It could be a specific event action like “Form
Submission”

30. Goals – Conversions - Events
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31. Goals – Conversions - Events
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32. With Attribution
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We assigncreditfor sales and
conversions to touchpoints in
conversion paths.

33. Multi Channel Funnel
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MCF helps us see what
happens before a conversion
Assisted conversions: touch-points that
assisted
Sessions/Days to Transaction (how many
sessions/days it takes to get someone to convert)

34. Multi Channel Funnel
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35. Resources

36. Training Material, Online
Course & Certification
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Advanced Web Metrics with
Google Analytics (book)
Occam's Razor (website)
Google Analytics Blogpost
Analytics Individual Qualification (IQ)

37. Thanks for your
attention!