GOOGLE ANALYTICS 101: CORE CONCEPTS

Posted on Posted in Web Analytics
In understanding Google Analytics, there are terms that are considered the building blocks of its operations. They should not be taken for granted as proper understanding of their features and function can truthfully help one go into the very core of his or business. Let’s talk one by one, and heartfully digest them as we go through in your journey.
First is ATTRIBUTION. When you assign credits to your sales and conversions to get touch points  in your conversion paths, you are dealing with this process. This is the technicality of this function. As to its essential points, attribution quantifies the contribution of a certain channel to the over-all performance of your platform. For example, it points out the number of visitors coming from organic searches. Below is the chart that explains how this works.

 

Alongside with attribution is the ATTRIBUTION MODEL. This is a rule or set of rules that determines how credit for sales and conversions are assigned to each point in one’s journey.

 

There are different types of attibution: last click attribution and first click attribution, among others. Last click attribution assigns 100% points to the final touch point before a certain user makes a purchase. This is to say, for example, when user A browses in Google to look for a one specific blog, find this blog, click on this blog, find and read another blog, and then finally click on a link to this one specific blog. There are many steps but the 100 % of the credit goes to the final click. (In a later blog, a more comprehensive discussion on how this works will be published.)

 

Final first click attribution is the complete opposite of the last click attribution. What it focuses is the first click s the terms suggests. It gives 100% credit to the touch point that started the conversion path. Still using the same example. User A browses in Google to look for a one specific blog, find this blog, click on this blog, find and read another blog, and then finally click on a link to this one specific blog. What is material is the first browsing of Google, Google gets all the credits.

 

Now, let’s have CONVERSION. This is a complete activity, be it online or offline, which is very vital to the success of one’s activity. This can be measured in many ways. Among them are when a visitor signs up or subscribes for a newletter, and when he makes purchases.

 

There are some terms that one needs to understands for clearer understanding of Google Analytics. First is DIMENSION. This is a descriptive attribute, or characteristic of data. These are browsers, landing pages, and campaign, among others.

 

There is also an EVENT. Now, Google Analytics gives you the opportunity to track events. This describes how your users interact with your content. You can track mobile uploads, mobile ad clicks, and play videos, among others.

 

There is also a term called GOAL. When one wants to track valuable actions happening on his site, he needs to configurate this setting. This measures whether or not one’s objectives have been reached. What is unique about this is its ability to track discrete actions like when you want only to track visitors who read at least 3 of your blogs.

 

Goal is connected to conversion as when a user completes a goal set, Google Analytics automatically logs this in conversion. In short, for a goal to be recorded in a conversion, a user has to do series of actions. What is a HIT? This is an interaction that is resulted to when data are sent to Google Analytics. This includes event tracking, page tracking, and e-commerce tracking.

 

Lastly, let’s talk about SOURCE. Medium is its general category. This shows the source of one’s traffic. It could be organic search in the case of Google, or social in the case of Facebook. It could also be paid click search or a referral from another site. Source/Medium combines the two.

 

In a later blog, a more comprehensive discussion on how each of these core concepts works will be published.

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