Ga- Fundamentals

Front 1

Digital analytics

Back 1

Analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).

Front 2

Qualitative data

Back 2

is information about qualities; information that can't actually be measured.

Front 3

Quantitative data

Back 3

is data expressing a certain quantity, amount or range. Usually, there are measurement units associated with the data.

Front 4

Goals for Ecommerce, Lead Generation,

Content publishers, online information support and Information Branding.

Back 4

Ecommerce- sell products

Lead Generation- contact information

Content Publishers- engage users

Online Info Support- Help customers find information Branding- drive awareness, engagement and loyalty

Front 5

Micro conversions

Back 5

Less important action but show the steps to the Macro conversion (signing up for the newsletter, viewing a product video, or giving contact information) All steps leading up to the Macro conversion.

Front 6

Macro conversions

Back 6

Most important action, that the business is striving to. (sales of the product)

Front 7

Example of Segments that are available

Back 7

‘Demographics’, ‘Technology’, ‘Behavior’, ‘Data of First Visit’, ‘Traffic Sources’ and ‘E-commerce’ for you to start with. You can combine the configuration in multiple templates to build a segment.

Front 8

True or False: Segmentation allows you to isolate and analyze subsets of your data.

Back 8

True

Front 9

True or False: Segmentation can help you find the underlying causes of changes to your aggregate data.

Back 9

True

Front 10

What is an Attribution?

Back 10

A way to assign an amount to a conversion, to keep track of the amount conversions.

Front 11

The First Interaction model

Back 11

attributes 100% of the conversion value to the first channel with which the customer interacted.

Front 12

The Linear model

Back 12

gives equal credit to each channel interaction on the way to conversion.

Front 13

The Last AdWords Click

Back 13

model attributes 100% of the conversion value to the most recent AdWords ad that the customer clicked before buying or converting.

Front 14

The Last Non-Direct Click model

Back 14

ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting.

Front 15

The Last Interaction model

Back 15

attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

Front 16

The Position Based model

Back 16

allows you to create a hybrid of the Last Interaction and First Interaction models.

Front 17

How to build your Analytics infrastructure

Back 17

1. Define measurement plan

2. Document Technical infrastructure

3. Create Implementation Plan

4. Implement

5. Maintain & Refine

Front 18

5 steps of Measurement Planning

Back 18

Document Business objectives

Identify strategies and tactics

Choose KPIs (Key product indicator)

Choose Segments

Choose Targets

Front 19

How does the system Data collection work?

Back 19

uses a small piece of javascript, which collects data on how the user is reviewing the site. One package = a hit or interaction on the site. A hit is sent to the account.

Front 20

How does system configuration work?

Back 20

In this step, Google Analytics applies your configuration settings, such as filters, to the raw data. Once your data is processed, the data is stored in a database. Once the data has been processed and inserted into the database, it can’t be changed.

Front 21

How does the system Processing step work?

Back 21

Once the hits from a user have been collected on Google’s servers, the next step is data processing. This is the “transformation” step that turns your raw data to something useful.

Front 22

How does the system Reporting step work?

Back 22

Typically, you will use the web interface at www.google.com/analytics to access your data. However, it is also possibly to systematically retrieve data from your Google Analytics account using your own application code and the Core Reporting API.

Front 23

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

Back 23

False.

Front 24

The code snippet for tracking websites with Google Analytics is written in:

Back 24

JavaScript

Front 25

What are considered the four main components of how the Google Analytics system works?

Back 25

Reporting, configuration, processing, Data collection

Front 26

What are Dimensions?

Back 26

The descriptor of the what the metric is syncing with- examples- Common dimensions- traffic source, geography of user-characteristics

Front 27

What are Metrics?

Back 27

help you understand the behavior of the users- the amount of the activity that occurs. (can be averages) Example- Time duration, page views.

Front 28

Examples of metrics?

Back 28

Pageviews, Avg. Session Duration

Front 29

Examples of dimensions?

Back 29

Page Title, Country

Front 30

It is recommended that you place the Google Analytics javascript tracking code:

Back 30

just before the closing tag

Front 31

True or False: The order in which filters appear in your settings matters.

Back 31

True. Filters are executed in the order in which they appear

Front 32

What are some limitations of filters?

Back 32

Filters are destructive. Filtering your incoming hits permanently changes those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data.

Filters require up to 24 hours before they are applied to your data.

Fields specified in a filter must exist in the hit and not be null in order for the filter to be applied to that hit.

Front 33

Filters can...

Back 33

exclude data, include data, and change data

Front 34

What is a Destination Goal?

Back 34

When someone ends up a page after finishing the transaction.

Front 35

What is a Duration goal?

Back 35

You can use this to track how many people stay on your site for a certain amount of time. Also, you can set the goal to track every visit that’s below a specific amount of time. This gets super useful for support sites that are trying to help customers answer their question as fast as possible.

Front 36

What is a Pages/screens per visit goal?

Back 36

Pages/visit is another easy goal type to set up and similar to visit duration goals. Instead of tracking how much time people spend on your site, this goal tracks the number of pages each visitor sees before they leave. Once again, it’s ideal for customer support sites.

Front 37

What is an event goal?

Back 37

Event goals are a little bit more complicated because you have to set up the events. Once you have the events ready to go, you can easily select any event as a goal.

You can track just about anything you want with Google Analytics events such as:External linksDownloadsTime spent watching videosSocial media buttonsWidget usage

Front 38

What is an example of a funnel?

Back 38

The steps/pages leading up to a goal.

Front 39

3 steps to start tracking Ecommerce

Back 39

1. Enable ecommerce reporting within your view.

2. Add the google analytics code to the receipt page within the site.

3. Add additional ecommerce tracking codes onto the receipt page.

Front 40

True or False: A goal conversion can only be counted once per visit.

Back 40

True.

Front 41

True or False: A ecommerce goal conversion can be counted more than once.

Back 41

True.

Front 42

What is a Source?

Back 42

The name of a website in which they came from.

Front 43

What is a Medium?

Back 43

The mechanism, or how the user got to the site. Referral, organic, or none.

Front 44

What Audience report would you use to see how often users return to your site?

Back 44

Frequency & Recency reports

Front 45

What Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

Back 45

Mobile reports

Front 46

What Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

Back 46

New vs. Returning reports

Front 47

In Google Analytics, "attribution" most commonly refers to:

Back 47

Assigning which conversions should be tracked for your site or mobile app

Assigning which marketing channels get credit for conversions

Assigning the value of an ecommerce purchase

Assigning which property you want to collect data in for each of your websites and apps

Front 48

True or False: Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.

Back 48

False. You must set up your goals once you identify the KPIs you want to track.

Front 49

Which of the following are metrics?

Back 49

Site Search Term

Source

Avg. Time on Page

Goal Conversion Rate

Front 50

Which of the following are dimensions?

Back 50

Medium

Event Category

Bounce Rate

Ad Content

Front 51

True or False. If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.

Back 51

False

Front 52

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?

Back 52

google / organic

nytimes.com / display

wikipedia.com / referral

direct / (none)

bing.com / organic

Front 53

Add campaign link tags to the URL http://www.mysite.com/home so that traffic to the link would show in the Source / Medium report as "coupon / email" and in the Campaigns report as "springsale". Enter the tagged URL here.

Back 53

http://www.mysite.com/home?utm_source=coupon&utm_medium=email&utm_campaign=springsale

Front 54

You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites?

Back 54

Create three different accounts, one for each website, so that no account settings overlap for the sites.

Create three different properties, one for each website, so that each site has its own unique tracking code.

Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports.

None of these options will work.

Front 55

A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user's colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

Back 55

0, 1, 2

Front 56

You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the following analyses would be most useful for your investigation?

Back 56

Using the Source/Medium report to identify which traffic sources have the highest conversion rate.

Using the Landing Pages report to identify which landing pages have the highest conversion rate.

Using the All Pages report to identify which pages have the most pageviews.

Using the Goal Flow report to identify which of the three steps has the highest drop-off rate

Front 57

Which of the following reports allows you to identify the terms users input to conduct searches within your site?

Back 57

Keyword report

Site Search report

Search Queries report

Search Engine Optimization report

Front 58

You want to create a report in Google Analytics that shows you the Sessions and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?

Back 58

Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce."

Adjust the primary dimension of the Source/Medium report to "Medium" and add a secondary dimension of "City." Then switch the metric group to "Ecommerce."

Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Sessions" and "Ecommerce Conversion Rate."

You can find this data in the default Locations report without adjusting any settings.

It is not possible to create this report in Google Analytics.

Front 59

Which of the following are dimensions?

Back 59

Medium

Event Category

Bounce Rate

Ad Content

Front 60

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a "Contact" form that you track as a Goal conversion. Which of the following statements are true about how the user's activity will be reported?

Back 60

The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.

The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."

In the Source/Medium report all three traffic sources will get credit for the conversion.

In the Source/Medium report only the paid search ad will get credit for the conversion.