Join Brad Batesole for an in-depth discussion in this video Key definitions, part of Google Analytics Essential Training.
- As we explore the world of Google Analytics, we're going to encounter some terminology that you may be unfamiliar with. I'll do my best to explain these terms as we encounter them. But I want to give you one point of reference in this course so you can quickly review this from time to time. First up is Attribution. And this is the process of assigning crdit for sales and conversions to touch points in those conversion paths. Essentially you're quantifying a contribution a particular channel made on your sales or conversions.
Along with Attribution, we have the Attribution Model. And this is a rule, or set of rules, that determines how credit for sales and conversions are assigned to each touch point in a users journey. There are different types of models, say, last click attribution, or, first click attribution. Last click attribution would assign 100% credit to the final touch point before a user purchased. Say a user went to Google, looked for your site, found a blog, clicked on the blog, read another article, and then clicked on a link for your site.
There were many steps in that path and with last click attribution 100% of the credit goes to that final click. First click attribution assigns 100% of the credit to the touch point that started that conversion path, so that search to Google would get all of the credit when they click onto your site. We're gonna go deeper into that in a later chapter. From here, let's take a look at a Conversion. This is a completed activity, online or offline, that is important to the success of your business. You might measure a conversion when someone signs up for your email newsletter, which would be a goal conversion, or makes a purchase on your site, say, an ecommerce conversion.
As you start to interact with data on Google Analytics you'll come across some definitions specific to how Google organizes your data. And the first is Dimension. This is a descriptive attribute, or characteristic of data. Browser, landing page, and campaign are all examples of default dimensions in Google Analytics. Now another example would be a geographic location having dimensions, such as city name or state. You also have browser, exit page, screens, and sessions, which are all other examples of dimensions that are going to appear by default in Google Analytics.
Now Google's also going to give you the opporutnity to track an Event. And this is a type of hit used to track user interactions with your content. You might track downloads, mobile ad clicks, when someone plays a video, or, say, downloads a PDF. From there you might set up a Goal. And this is a configuration setting that allows you to track the valuable actions happening on your site. Goals allow you to measure how well you're fulfilling your business objectives. You can set up individual goals to track discrete actions, like getting people to visit at least five pages of your site.
Or someone who spends at least a certain amount of money on your products. Every time a user completes a goal a conversion is logged into your Google Analytics account. So think of a goal as potentially a series of actions that must occur for you to consider it a conversion event. Now you might hear me from time to time to refer to what's known as a Hit. And this is an interaction that results in data being sent to Google Analytics. Common hit types include page tracking, event tracking, and, ecommerce tracking.
Each time the tracking code is triggered by a user that data is packaged into a hit and sent to Google servers. As you look deeper at this data you'll interact with what's know as a Metric. This is a quantitative measurement of your data. Metrics in Google Analytics can either be sums, or ratios. For example, the metric of the city dimension is going to be how many residents it has. Screen views, pages per session, an average session duration are other examples of metrics you'll find in Google Analytics.
You'll also be spending a lot of time reviewing your Pageviews. A pageview is different from visitors. This is an instance of a page being loaded, or reloaded, in a browser. Pageviews is a metric defined as the total number of pages viewed. One unique user can contribute multiple pageviews. Once we start playing with reports you'll encounter what's known as a segment. This is basically a subset of sessions, or users, that share common attributes.
Segments allow you to isolate and analyze groups of sessions, or users, for better analysis. You might segment your data by marketing channel, so that you can see which channel is responsible for an increase in purchases. Or you might segment your data by geographic region to see what parts of the country, or the world, are improving your performance. Drilling down to look at segments of your data helps you understand what causes a change to all of that aggregate data. Now if you're curious how Google understands how many pageviews a unique user provides, it's all about the Session.
A session is a period of time a user is active on your site. By default, if a user is active for 30 minutes, or more, any future activity is attributed to a new session, meaning they'll be flagged as a repeat visitor. Users that leave your site and return within 30 minutes are counted as part of the original session. Now another one that you'll see all over the place, and we're going to spend a great bit of time interacting with is Source and Medium. Source is the origin of your traffic, such as a search engine, for example, Google, or a particular domain name, such as, mysite.com.
The medium is the general category of the source. For example, it could be an organic search, in the case of Google, it could be social, in the case of Facebook. It could be a cost per click search, or even a referral from another website. The Source/Medium which you'll see together quite frequently, is a dimension that combines the two. Now we'll encounter more terms along the way, but these are the core concepts you'll want to be familiar with to get the most out of this course.
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Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Creating a Google Analytics account
- Installing tracking tags
- Reading the dashboard, graphs, and data tables
- Setting up report filters
- Looking at audience demographics and interests
- Tracking engagement with behavior reports
- Exploring traffic with acquisition reports
- Viewing shared content and referrals with social reports
- Reviewing SEO feedback
- Tracking events
- Configuring conversion goals
- Adding custom campaign tracking
Skill Level Beginner
Q: This course was updated on 01/04/2016. What changed?
A: We added one new movie covering the Tag Assistant feature.
Q: This course was updated on 10/05/2016. What changed?
A: We added three new movies to cover changes to the interface, demo data, and SEO reports in the most recent version of Google Analytics.