Web Analytics 2.0

Published on Author craigzearfossLeave a comment

Web Analytics 2.0 is:

  1. the analysis of qualitative and quantitative data from your website and the competition,
  2. to drive a continual improvement of the online experience that your customers, and potential customers have,
  3. which translates into your desired outcomes (online and offline).

Google Analytics is capable of tracking user activity on a website, mobile website, mobile application, gaming console or any digitally connected device.

The most likely objectives for different business types:

  • Content publisher – Encourage frequent visitation
  • Branding – Encourage engagement & awareness
  • Online information / support – Provide information quickly
  • Lead generation – Drive contact form submissions
  • Ecommerce – Drive product sales


  • Allows you to isolate and analyze subsets of your data
  • About segments
  • Conversions
    • Macro Conversion – when someone completes an action that’s important to your business (like a transaction for an ecommerce site)
    • Micro Conversion – an important action, but it does not immediately contribute to your bottom line
    • Attribution – assigning credit for a conversion
      • Last-click attribution – all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue
      • First-click attribution – all of the value associated assigned to the activity that started the customer journey
      • Linear attribution – assign equal values to all steps in the customer journey
      • About the default attribution models

Measurement planning cycle

  1. Define a measurement plan.
    1. Document business objectives.
    2. Identify strategies and tactics to support the objectives.
    3. Choose metrics that will be the key performance indicators (KPIs).
    4. Decide how to segment the data
    5. Choose what targets will be for the KPIs
  2. Create an implementation plan.
  3. Implement the plan.
    1. Implement standard Google Analytics tracking snippet.
    2. Determine how to track the KPIs.
    3. Use filters to normalize the data.
    4. Use campaign tracking and AdWords linking to track marketing campaigns.
    5. Use custom dashboards and custom reports.
  4. Maintain and refine.

Four main components of Google Analytics:

  • Collection
  • Processing – where the data is “transformed”
  • Configuration – configuration settings, such as filters, are applied
  • Reporting

Key Metrics

  • Dimensions describe characteristics of your users, their sessions and actions.
  • Metrics are the quantitative measurements of users, sessions and actions. (numerical data)
  • The Google Analytics Dimensions & Metrics Reference
  • Events – user interactions with content that can be tracked independently from a web page or a screen load
    • Event components:
      • Category – name used as a way to group objects that you want to track
      • Action – the type of event or interaction you want to track for a particular web object
        • All actions are listed independently from their parent categories.
        • A unique event is determined by a unique action name.
        • Action names should be relevant to your report data.
        • Use action names globally to either aggregate or distinguish user interaction.
        • Action does not always mean “action”.
        • Unique events are incremented by unique actions.
      • Label (optional, but recommended) can provide additional information for events that you want to track
      • Value (optional) an integer rather than a string; negative numbers are not supported
    • About events
  • Bounce Rate is the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site.

Place the Google Analytics tracking code for a website just before the closing tag.

Accounts, Properties and Views

Account hierarchy: account => property => view

Account – a logical way for a business to group data from all of its digital assets together


  • You can have multiple properties for an account.
  • Each property is assigned a unique analytics id.
  • Each property collects data independently.
  • Creating new properties


  • You can have multiple views for a property.
  • Defines a unique perspective of the data from a parent property.
  • By default, you have one unfiltered view that is automatically generated when you create a property.
  • You should usually always have at least three views for a property:
    • default – this is the backup for your data so don’t change it
    • master – has all of the settings needed to transform your data into useful information
    • test – for testing new configurations before implementing them
  • When you create a new view, the historical data in the original view is NOT copied to the new view. You’ll only have data starting from the date you created the view.
  • Once a view is deleted it can be restored using the trash can feature.
  • Creating new views


  • Allow you to modify data within a view
  • Filters can be used to include, exclude or change data
  • Filters are applied during processing in the order that they appear in the configuration.
  • Google data is case sensitive so you may want to set a lowercase or uppercase filter.
  • Create and apply filters on your test view first
  • Create and manage view filters
  • Exclude internal traffic


  • Goals are configured at the view level
  • Four types of goals:
    • Destination Goal – a page on your website that users see when they complete an activity
    • Event Goal – triggered when a user does something specific
    • Pages per Visit Goal – triggered when a user sees more or fewer pages than a threshold that you specify
    • Duration Goal – triggered when a user’s visit exceeds or falls below a threshold that you set
  • A Goal conversion can only be counted once during a visit, but an ecommerce transaction can be counted multiple times during a visit.
  • You should generally only add a Goal value for non-ecommerce Goals because Goal value is cumulative
  • Destination goal examples
  • Setting up ecommerce tracking
  • Regular expressions


A sequence of pages that you anticipate users seeing before they reach the Goal.
Report data for the Funnel appears in the Funnel Visualization report.
Tips for setting up funnels

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