Google Analytics Study Guide

1. What is the primary function of Google Analytics?
2. When was Google Analytics first launched for wider use?
3. What is a 'property' in the context of Google Analytics?
4. Name three types of user activity that Google Analytics tracks.
5. What is the difference between Universal Analytics and Google Analytics 4?
6. How can you add a tracking code to a WordPress website?
7. What is meant by 'organic traffic' in Google Analytics?
8. What information does the 'Audience Overview' report provide?
9. What does the "User Explorer" report track?
10. How does Google Analytics track 'Real-Time' data?

Quiz - Answer Key

1. Google Analytics is a web analytics service that tracks and reports website traffic, providing insights into user behaviour, website performance, and other metrics. It allows you to understand how well your website or online business is performing.
2. Google Analytics was first launched for wider use in 2016, though the tool was originally released by Google in 2005. It has since become an essential part of web analytics.
3. In Google Analytics, a property refers to a specific website or platform that you want to track. Each property has its own tracking ID and allows you to collect data separately for different online presences.
4. Google Analytics tracks user activity such as page views, session duration, conversions, and user demographics. It also monitors user interaction with elements on the page.
5. Universal Analytics is an older version of Google Analytics, while Google Analytics 4 (GA4) is the latest version. GA4 is designed to collect data across both websites and apps, with a focus on event-based tracking rather than session-based tracking.
6. Tracking code can be added to a WordPress website using two methods: either by inserting the code directly into the theme's header.php file, or using a plugin like Header Footer Code Manager to manage the code.
7. Organic traffic refers to visitors who find your website through unpaid search engine results. They have found your website through Google by typing search keywords. This kind of traffic is not from paid ads.
8. The 'Audience Overview' report provides a summary of key metrics such as the total number of users, sessions, bounce rate, and average session duration. This is a quick way of understanding the general behavior of website users.
9. The "User Explorer" report provides an individual, anonymised look at user journeys. It allows you to see a list of unique user IDs, the pages they visited, how long they stayed on your website, and their paths to achieving any particular goals on your site.
10. 'Real-Time' data in Google Analytics shows current user activity on your website. It tracks how many users are online at any given moment, what pages they are viewing, and their location and source of traffic.

Essay Format Questions

Instructions: Answer these essay questions in a structured format including an introduction, body, and conclusion.

1. Discuss the key differences between Universal Analytics and Google Analytics 4, and explain why the transition to GA4 is significant for digital marketers.
2. Explain how the 'Acquisition' reports in Google Analytics can inform a company's marketing strategy. Provide examples.
3. Compare and contrast the 'Behaviour' and 'Conversion' reports in Google Analytics, and describe how they provide a holistic view of user interaction with a website.
4. Analyse the usefulness of the 'Audience' reports in Google Analytics for different types of online businesses (e.g., e-commerce, blogging, lead generation)
5. How does connecting Google Search Console with Google Analytics impact your data analysis?

Glossary of Key Terms

• Account: A user profile within Google Analytics that enables access to data from one or more properties. An account will be attached to a unique Google account that uses a Gmail email address.
• Property: A website, app, or other digital platform that you are tracking within Google Analytics. Each property has its own tracking ID.
• Data Stream: A source of data collection within a property. There are three data streams including website, iOS app, and Android app. A website property will collect website information from your web browser.
• Tracking ID: A unique code that identifies a specific property within Google Analytics. This is the code that is added to your website to track data.
• Organic Traffic: Website visitors who find your site through unpaid search engine results.
• Direct Traffic: Website visitors who directly type your website URL into their browser.
• Referral Traffic: Website visitors who arrive at your site by clicking a link from another website.
• Bounce Rate: The percentage of visitors who leave your website after viewing only one page.
• Session: A group of user interactions with your website that take place within a given time frame. By default, a session lasts for 30 minutes of inactivity.
• User: An individual who visits your website, tracked by a unique identifier.
• Page View: A record of a webpage being loaded in a user’s browser.
• Landing Page: The first page of your website that a visitor arrives on.
• Exit Page: The last page on your website that a visitor views before leaving.
• Conversion: An action a user completes on your site that fulfills a specific goal (e.g., purchase, form submission).
• Goal: A specific action or outcome on your website that you want to track, for instance, submitting an enquiry.

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• Event: A user interaction with content that you can track such as a button click or video play.
• Dimensions: Attributes of your data such as location, device, or browser.
• Metrics: Numerical measurements, like number of users, bounce rate, or pages per session.
• Real-Time: Google Analytics' live data of current activity on your website.
• User ID: An anonymised, unique identifier for a single user to allow for the tracking of their user journeys.
• Cohort Analysis: The segmentation of users that share a set of characteristics over time. A cohort of users may have joined the site at the same time or all been interested in the same type of content.
• Attribution: The process of assigning credit to various marketing channels for conversions.

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