kenneth-lau/analytics-academy-notes

Notes on Google Analytics Academy

Google Analytics Academy notes

Link: https://analytics.google.com/analytics/academy/

About

Lots of information (videos, articles) about Google Analytics. Includes exercises based on the Google Merchandise Store demo account. Also has assessment test for each section.

Demo account

Certificates

• Completion certificate (Basic)!
• Completion certificate (Advanced)!!

Google Analytics for Beginners

• Basics
  • How to verify view filters (Google)
  • About regular expressions (Google)
  • Basic Google Analytics for every site
  • Regular expressions for GA
  • Sharing dashboards
  • TRY THIS: public dashboards on solutions gallery
  • Overview of audience reports
  • Exit rate vs bounce rate
• Campaign and conversion tracking
  • Adwords is now Google Ads
  • Best practices for creating Custom Campaigns
  • 4 Steps To Better Campaign Data In Google Analytics
  • CPC: cost-per-click
  • campaign tagging
  • TRY: URL builder tool
    • Campaign URL Builder
  • UTM Tracking Template
  • Goals
    • goal funnel
    • goal ypes
      • destination, duration, pages, events
    • shows up in "Conversions"
    • Match Types: Begins with, Equals to, & Regular Expression
    • Goal templates
    • LunaMetrics Deleting Goals in Google Analytics
  • Google Ads
• IDEAS
  • See the top performing pages for new users
    • Behavior > Site Content > All Pages: Add secondary dimension "User type"
  • To see ineffective landing pages:
    • Behavior > Site Content > Landing pages: Sort by bounce rate
    • Plus: Add secondary dimension of "campaign" or "source medium"
  • To see conversions by location:
    • Geo > Location: Select goal from pull-down and sort by conversion rate
• Resources
  • Monitor account health and performance
  • Diagnostics and troubleshooting

Advanced Google Analytics

Terms

• new user, returning user

Data collection

• hits
  • pageview, event, transaction
  • Domains and directories
  • Data limits
  • Data privacy and security
  • Check your tag setup
  • Definition of a web session
  • Linking Google Analytics to Search Console
  • Try: Content groupings - lets you aggregate metrics based on the organization of site
  • About view filters
  • About goals
    • Goal examples and use cases
  • About channel groupings
  • About content groupings
    • NOTE: Content grouping is not retroactive
  • Dimensions and metrics
  • Dimensions and metrics explorer
  • TODO: Create a measurement plan
    • macro conversion and micro conversion
    • Example measurement plan
      • More details

Setting up data collection

• TODO: Site linking or cross-domain tracking
  • Use Google Tag Manager to update code
• Example account structures
• Multiple trackers
• Roll up reporting
  • to aggregate data from multiple properties
• Cross-domain tracking
  • see sessions on two domains as same session
• Advanced filters
  • regular expressions
• Custom dimensions
  • custom dimensions and metrics
• Custom metrics
  • Use Google Tag Manager to manage tracking code
  • Set up custom metrics
  • Custom dimensions and metrics devguide
• TODO: Set up event tracking
  • examples
    • click play button, pause video
    • outbound link clicks
    • event tracking template
    • set up event tracking
    • capture outbound links
• TODO: Set up internal site search
  • site search metrics
  • Five questions for site search data

Advanced analysis tools

• Segments
  • About segments
  • Best practices
  • 16 secrets
• Channel report analysis
  • Multi-channel funnel reports
  • Attribution modeling
• Analyze data by audience
• Using custom reports

Advanced marketing tools

• Remarketing
• Dynamic remarketing