Analytics

Digital Analytics
 Acquisition involves building awareness and acquiring user interest
 Behaviour is when users engage with your business
 Conversation is when a user becomes a customer and transacts with your business

How google analytics works

Tracking a Website

To track a website, you first have to create a Google Analytics account. Then you need to add
a small piece of JavaScript tracking code to each page on your site. Every time a user visits a
webpage, the tracking code will collect anonymous information about how that user
interacted with the page.

For the Google Store, the tracking code could show how many users visited a page that sells
drinkware versus a page that sells houseware. Or it could tell us how many users bought an
item like an Android doll by tracking whether they made it to the purchase confirmation page.

But the tracking code will also collect information from the browser like the language the
browser is set to, the type of browser (such as Chrome or Safari), and the device and operating
system used to access the Google Store. It can even collect the “traffic source,” which is what
brought users to the site in the first place. This might be a search engine, an advertisement
they clicked on, or an email marketing campaign.
Keep in mind that every time a page loads, the tracking code will collect and send updated
information about the user’s activity. Google Analytics groups this activity into a period of
time called a “session.” A session begins when a user navigates to a page that includes the
Google Analytics tracking code. A session ends after 30 minutes of inactivity. If the user
returns to a page after a session ends, a new session will begin.

Processing and Reporting

When the tracking code collects data, it packages that information up and sends it to Google
Analytics to be processed into reports. When Analytics processes data, it aggregates and
organizes the data based on particular criteria like whether a user’s device is mobile or
desktop, or which browser they’re using.

But there are also configuration settings that allow you to customize how that data is
processed. For example, you might want to apply a filter to make sure your data doesn’t
include any internal company traffic, or only includes data from a particular country or region
that’s important to your business.

*Once Analytics processes the data, it’s stored in a database where it can’t be changed*

So remember, when you set up your configuration, don’t exclude any data you think you
might want to analyse later. Once the data has been processed and stored in the database, it
will appear in Google Analytics as reports. We’ll show you what these reports look like a little
later.

The basic parts of an Analytics implementation

Google Analytics accounts are set up hierarchically. Each account can have multiple properties
and each property can have multiple views. This can help you organize your Analytics data to
reflect your business. Accounts, properties, and views let you apply configuration settings at
each level to determine what data you want to include, exclude, or modify when it’s collected
and processed. It’s important to be thoughtful when setting up your account because you
can’t change data once it’s been processed by Google Analytics.

The Google Analytics “account” is a way for you to organize how data is collected from all of
your websites and manage who can access that data. Typically, you would create separate
accounts for distinct businesses or business units.

Each Google Analytics account has at least one “property” that can independently collect data
using a unique tracking ID that appears in your Javascript tracking code.

Each account can have multiple properties, so you can collect data from the different
websites, mobile applications, or other digital assets associated with the business. For
example, you may want to have separate properties for different sales regions or different
brands. This allows you to easily view the data for an individual part of your business, but
keep in mind this won’t allow you to see the data from separate properties in aggregate.

Just as each account can have multiple “properties,” each property can have multiple “views.”
These views are where you can see reports for the Google Analytics data collected.

User Permissions
You can assign permissions to other users at the account, the property, or the view level. Each
level inherits permissions from the level above it.

For example, if you have access to an account, then you have the same access permissions to
the properties and views underneath that account. But if you only have access permissions
for a view, then you won’t have permission to modify the property or account associated with
that view.

By clicking the “Admin” tab, Google Analytics lets you set user permissions for “managing
users,” “edit,” “collaborate,” or “read and analyse.”
“Managing users” lets users add or remove user access to the account, property, or view.
“Edit” lets users make changes to the configuration settings.
“Collaborate” allows users to share things like dashboards or certain measurement settings.
“Read and Analyze” lets users view data, analyze reports, and create dashboards, but restricts
them from making changes to the settings or adding new users.
 The Google Analytics layout

Account/Property/View switcher

If you have multiple accounts, properties, or views set up, you can easily switch between
them by clicking on the pulldown menu with the title of your View in the upper-left corner.

When you open up the account picker, you can select by account, property, or view. You can
also search any of these by name. To close the Account picker, click anywhere on the screen
outside of the picker.

Alert icon

Clicking the bell icon in the upper right shows you alerts about your Google Analytics
properties and views.

Alert menu

Clicking the bell icon shows you a list of all of your alerts. This may include data that is not
collecting properly or a setting that needs optimizing. To close the Alerts menu, click
anywhere on the screen outside of the alerts.
Settings, feedback, and help

At the top right of your Analytics view are several icons:

 The square dots will enable you to switch between tools in the Google Analytics suite
 The vertical dots let you edit user settings, send feedback to Google Analytics, or
search Help articles
 The user icon lets you switch between different Analytics organizations or companies
 And the last icon lets you switch between Google accounts or log out

Search reports

To find a particular report, you can type the name of the report in the search bar at the top of
the left-hand navigation.
Customization

The Customization section allows you to create custom reports, specific to your business.
We'll cover customization in an advanced course.

Left-hand navigation

To navigate between reports, you’ll use the navigation on the left. Clicking on each of these
sections will expose the reports that belong to each section.

Real-Time Reports

Real-Time reports let you look at live user behavior on your website including information like
where your users are coming from and if they’re converting.

Audience Reports
Audience reports show you characteristics about your users like age and gender, where
they’re from, their interests, how engaged they were, whether they’re new or returning users,
and what technology they’re using.

Acquisition Reports

Acquisition reports show you which channels (such as advertising or marketing campaigns)
brought users to your site. This could include different marketing channels such as:

 "Organic” (or unpaid search)

 “CPC” (“cost per click” or paid search)
 “Referral” (traffic that comes from another website)
 “Social” (from a social network)
 or “Other,” (a group of low volume traffic sources)

Behavior Reports

Behavior reports show how people engaged on your site including which pages they viewed,
and their landing and exit pages. With additional implementation, you can even track what
your users searched for on your site and whether they interacted with specific elements.

Conversion Reports

Conversion reports allow you to track website goals based on your business objectives.

Admin

The Admin section contains all of your Google Analytics settings such as user permissions,
tracking code, view settings, and filters.
Collapse left-hand navigation

Use this pointer to shrink the navigation and provide more space for your reports.

Understanding overview reports

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exam: https://support.google.com/analytics/answer/3424288

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