SlideShare a Scribd company logo
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
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.
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.

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Important Notes on Advanced Google Analytics

  • 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.