The Ultimate Google Analytics – Marketing dictionary
In this article I would like to go over some of the core concepts in the marketing world, and even more, for marketers who use Google Analytics as the ultimate Google Analytics – Marketing dictionary.
Every visit in our site / usage of our App, contains some pages and events. All of these hits are captured and warped up as a single session
User (Unique user)
Every user that visits our site is counted as a unique user, he may visit us 30 times a month, yet he will be counted as one unique user (with 30 sessions)
Dimension – The who/what, this can be a list of countries, traffic source, gender, device and so on
Metric/Measure – The how mach, this can be sessions, users, pageviews, events and many more
Every URL a user views in our site is counted as a pageview, refreshing a page will be counted as another pageview
Every URL a user views in a session will be counted once, even if he refreshes or returns to the page 10 more times
Clicking on a button, viewing adding to cart, viewing an Advertisement, all of these are events that may be collected in Google Analytics
Clicking on the same button 5 times will be counted as 1 and not 5 as the total even metric will count
Non-interactive event – event that don’t require the an interaction (click) from the user. These events don’t affect the bounce rate metric
The first time a user visits our site / App. We usually would want to give credit to the source that helped us acquire the user
Completing a goal of our property (website / App) will be triggered as a conversion. For ecommece property this can be completing a purchase, for a blog site this can be signing up to the newsletter. Both are conversions, our user reached a goal of our site.
Returning rate of our users, the more our customers return the higher our retention is
A bounced session is a session that there was only now interactive event, most likely a pageview. In case there was an
If a user clicked on a button after the first page hit, this will be a non-bounced session.
In case there was a non-interactive event (user viewed an banner) after the first page hit and the leaves OR leaves even without the non-interaction event, this will be a bounced session.
Every Google user (Gmail account) can add up to 100 accounts, we usually will open an account per company/business. Every account can contain up to 50 properties
Every property has it’s own tracking-ID, we usually have a property for each platform in our business: website, native app and web app. This is the level that our data is stored. We can create up to 50 properties per account
Every view – This is a view of our data that’s in our property. Here we can apply filters on our data, create goals, group our content, add calculated metrics and more. We can create up to 25 views per property.
All of our data is stored in the property level. In the free version of Google Analytics, we can view up to 500K sessions in the time frame we are analyzing. So, in case we have 1M sessions a month, if we analyze 15 days (500K sessions), all reports no matter how we manipulate the data will present 100% accurate data.
If we analyze a whole month (1M sessions) we will see only 50% of the real data and Google Analytics will sample the other 50%. Reasons for sampling: Adding secondary dimension, Segments, Custom reports, timeline in hour resolution and Dashboard.
AB test/AB variant
In marketing we like to split our customers randomly into few groups – 2 for example, groupA and groupB. Every group gets a different treatment (GroupA: sign-up button in red, GroupB: sign-up button in green), we would like to analyze which converts better and adopted the better version.
Refers to the users that visit our property. A new website / App, has a very low amount of users, in order to increase the “traffic” in the property, one will probably buy traffic of users into his property.
Pay Per Click/ Cost Per Click – This is a methodology of buying traffic from an ad-server. Google/Facebook sell trafic by click. Evey time a user in Google/Facebook click on your Ad, they charge you for it.
Cost Per Mile (1000 impressions)/ Cost Per Impression – This is another methodology of buying traffic from an ad-server. Instead of paying per click, you pay per 1000 impressions (impression – your Ad was displayed)
Cost per Acquisition/ Cost Per Installation (in Apps) – In this methodology we pay the ad-server only after the user reached our goal, for example: Registered, Purchased, Downloaded a form, opened an account…
Search Engine Optimization – Experts that know what Search engine ranks websites best and add the metadata to the site so that your site will be ranked (presented) as high as possible in a search
Search Engine Marketing – Very much like the PPC/CPC, Account managers that will buy for you the best traffic from a search engine
Google Network Display – Using AdWords to buy traffic from Google, you can choose rather you want Search Ads or Display Ads, these are Ads (usually images) that are spread around the web served under AdSense
In case a user visits in our site adds items to his cart but doesn’t complete his purchase, we would often want him to return to our site to complete his purchase. AdWords (and other tools) offer us to re-target them in their platforms (GDN for example), this way we can help these potential customers return to their cart and complete their purchase.