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Google Analytics "3" Concepts & GA4 Updates Explained -…
Google Analytics "3" Concepts & GA4 Updates Explained
Miscellaneous
Digital Analytics
PageView
Events
Transactions
measure biz goals
What site / ad on how they got there in the first place.
find areas to improve
performing measurement
apply analysis
take action
UA vs GA4?
use GA4
UI
Different views to drill down
get familiar
Customization
Hide sidebar menu
Admin Tab
adjust properties and user settings.
Use "vs" to chart data over time
or compare two time periods
CONFIGURATION
Admin Section
Account (100)
Property (50)
View (25)
Key Concepts
Measure biz goals
process
analyze
learn
adjustments
revision
imrprove
optimize performance
Metrics
Quantitative
Measure data
Counts, ratios, percentages
Custom and out of the box
examples
Pageviews
Avg load time
Sessions
Users
Bounce rate
Conversion rate
Dimension vs Metric
Dimension describes data "Country", "Gender", "Age", "Occupation" which is then enumerated by a metric
Metric measures data. Number, percent, ratio
Dimensions
Qualitative
Describe data
Split data into categories
user categories
Segment
Segment by
geography
device
source
Source
user traffic origin
example: Twitter
Medium
Avenue the traffic took from source to site
1 more item...
example
Page
Device type
Campaign name
Country
Landing page
Browser
Session
Group of Hits
Hits
User interactions
Three types of hits
Page tracking
Pageview
count of user visits to specific page
Event tracking
Event
Any hit or user interaction
goal can be even or group of events you want user to complete
Configure Events to track in Google Abalytics
examples
clicks
scrolls
product views
page views
ecommerce transactions
exceptions
Ecommerce tracking
Conversion
biz objective
User completes specific action
defined by business
Attribution
Assign user journey touchpoint values leading to conversion
Identify traffic sources / site content that leads users to achieve business goals
models
Visit to website within given timeframe
Leave and return in under 30 minutes, still same session
Exit
Leave
Inactive for 30
User
Visitor to website
Client ID
stored in browser cookies
Track same user across multiple sessions
Scope
Hit
User
Session
Product
note: metrics and dimensions should address consistent scope
Ecosystem Fundamentals
Google Primary Account
Analytics Account
multiple clients and multiple Google Analytics Accounts
Property
View
examples
Just data from California
Main reporting
French site
Just phones
Just tablets in Canada
Consider as a "duplicate data set" but can configured differently
Up to 50
At least three
Main reporting
Majority of analysis
Testing
Experiment and make mistakes
Raw data
no filters
You cannot REVERT data back to raw form so prevents data loss
captures ALL data
:warning: View is gone in GA4
accounts can have multiple properties
At least 1 property for each website or platform
Account List
Account for GFD
Account for Hosted Clients
Account for non-hosted Clients
separate from base Google Account
Reports
Audience Reports
Who are my users?
learn to slice it up and interpret
read between the lines: Apple firefox being savvy users
Acquisition Reports
How do they find you?
adwords campaign
If I had to use just ONE report, this is it.
CHANNELS Repiort
Tag Tracking from Campaign Tracking
Link to Campaign
Tag Campaign
UTM Parameters
string of code
Source
Medium
Campaign
Term
Content
Urchin Tracking Model
Conversion Reports
Where to when they convert
20 Goals per view
Has to be configured to get the most out of it.
Pockets of profitability
"Funnel"
Real time reports have less analysis but happen real-time
Good for troubleshooting
Real Time report can create urgency
Behavior Reports
Engagement with content
Internal search results
Page Speed Insights
Events can be anything
Granular
Using Reports
Use "vs" function
compare two metrics
compare two time periods
reports struggle with "why"
the analyst provides the "why"
ANNOTATIONS
drawer icon
notes to self
VIEW / VISUALIZE
INLINE FILTERS
narrow or group search with search box for filtering data sets
SEGMENTATION
EXAMPLE: GEOGRAPHY
First step in true analyss
Examples:
Geography
Social Media?
Buyers
Intent
Paid Advertising?
Landing Page?
SPLIT TEST YOUR ADS
Paid and organic
GOAL
View > Add Goal
START WITH YOUR GOAL FIRST
The rest is a marriage between a fancy spreadsheet tracking some new nouns with a DB query capability only without the SQL. Understand "dimension" and "metrics" and how to setup "Goals" and the rest is fairly intuitive. Then read between the lines to draw conclusions. The better you can filter and sort, the more insights you can gain.
How it Works
Google Analytics Account
Tracking Data
requirements
Cookies
Gather data as users travel through site
ID individual
JavaScript Code
on every page
Vital to send data to Google
More
More products to explore...
Analytics
Campaign Manager 360
Display and Video 360
Optimize
Search Ads 360
Surveys
Tag Manager
Under 4 hours
Video on "permissions"
Properties and views give you the snapshot you want
GA4
explained
Changes and Upgrades
Enhanced Measurement
Automates stuff you used to do by hand
PDF
Video Engagement
Scrolling down page
Outbound clicks
Site Search
File download
Total Rewrite
"Firebase"
Cross device tracking
Sessions more robust
Improved Funnels / Pathing
Time-based analysis
Additional and more flexible conversion goals
Advanced export data to cloud via BigQuery
Event Driven
Do same stuff but in a different way
Views aren't coming back but there are alternatives
Former enterprise features now free (some)
How to Sign Up
GA4 Essential 2.1, 2.2, 2.3, 2.4, 2.5
Google Tag Manager
Migrating
