The document outlines the functionalities and setup of Google Analytics, including how it collects data from various digital platforms and allows users to create properties and views for data analysis. It emphasizes the importance of configuring filters and permissions, and the irreversibility of data once processed. Additionally, it explains metrics such as 'users' and methods for testing campaign tracking before launch.

1. My Observations
 Google Analytics(GA) canalsocollectsdatafromvarietyof systemssuchas mobile
applications,onlinepoint-of salessystems,videogame consoles,CRMsystems andother
internetconnectedplatforms.
 GA can collecttrafficsourcesalsoitmightbe a searchengine,anadvertisementtheyclicked
on or an email marketingcampaign.
 There are alsoconfigurationsettingsthatallow youtocustomize how the dataisprocessed.
For example, youmighttoapplyfiltertomake sure yourdata doesn’tinclude anyinternal
companytraffic,or onlyincludesdatafroma particularcountry/regionthat’simportantto
our business.
 Once the GA analyticsprocessedthe data,it’sstoredinadatabase where itcan’t be
changed. Soremember,whenyousetupyourconfiguration,don’texcludeanydatayou
thinkyoumightwantto analyse later.Once the data has beenprocessedandstoredinthe
database,itwill appearinGoogle Analyticsasreports.
 Note that an Administratormaynow recoveradeletedview within35days
 Each Google Analyticsaccounthasat leastone “property.”Eachpropertycan collectdata
independentlyof eachotherusingaunique trackingIDthat appearsinyour trackingcode.
You may assignmultiplepropertiestoeachaccount, soyou can collectdatafrom different
websites,mobile applications,orotherdigital assetsassociatedwithyourbusiness.For
example,youmaywanttohave separate propertiesfordifferentsalesregionsordifferent
brands.
 Each account can have multiple“properties,”each propertycanhave multiple “views.”You
can use a feature calledFiltersinyourconfigurationsettingstodetermine whatdatayou
wantto include inthe reportsforeach view.
 There are a couple importantthingstonote aboutviews:
o Newviewsonlyinclude datafromthe date the view wascreatedandonwards.
Whenyoucreate a newview,itwill notincludepastdata.
o If you delete aview,onlyadministratorscanrecoverthatview withinalimited
amountof time.Otherwise,the view will be permanentlydeleted.
 You can assignpermissionstootherusersat the account, property,orview level.Eachlevel
inheritspermissionsfromthe level above it.Forexample,if youhave accesstoan account,
thenyouhave the same accesspermissionstothe propertiesandviewsunderneaththat
account. Butif youonlyhave accesspermissionsforaview,thenyouwon’thave permission
to modifythe propertyoraccount associatedwiththatview.
 How to setup viewswithfilters?
In Google Analytics,youcansetupdifferent"views"of the datathatyou've collected.You
can use filterswithineachviewtodeterminewhatdatawill be available inthatview.Having
differentviewscanhelpyoufocuson subsetsof dataor give otherusersaccess tospecific
views.
 What doesthe “Users” metricmeasure?
Users that hadat leastone sessiononyoursite inthe givendate range
 "Active Users”reportcan showyou how manyusershad at leastone sessiononyoursite in
the last day,sevendays,14 days,and 30 days.

2.  Before launchingacampaignwith the campaign URL, you’ll wanttoverifythatyour tracking
tags are workingcorrectly.Sometimesawebsite configurationcanbreakGoogle Analytics
Campaigntracking.Here'sa simple waytotestyour campaignbefore youlaunchit.First
openan incognitowindow orprivate browsingsession.Then,copyandpaste the linkyou
createdto track your campaignintothe addressbar of the browser.Once yourwebsite
loads,navigate aroundyoursite andcomplete some of the critical actions.
 You mustbe an Administratoronthe View inwhichyouwanttoenable GoalsinAnalytics.
Alsonote that youcan onlysetup to 20 goalsper view.