Advanced Google Analytics – Study Guide Unit Three

Advanced Google Analytics walks you through how data gets collected and processed into
readable reports. You'll learn how to use configurations like Custom Dimensions, Custom
Metrics, and Event Tracking to collect data that's specific to your business. The course will also
demonstrate more advanced analysis techniques using segmentation, channel reports, audience
reports, and custom reports, as well as marketing strategies like remarketing and Dynamic
Remarketing that show ads to customers who have visited your website.
1. Navigate to this link to continue studying for the Advanced Google Analytics
Certification.
2. Watch this video from the opening screen before beginning Lesson 1!
Lesson 1: Segment data for insight
3. Watch the video and fill in the blanks.
4. Segmentation in Google Analytics is a way to view a subset of data in a report. For
example, you can build a user segment that shows data only for a specific age range, date
range, gender, or a combination of these.

5. Session segments are confined to user behavior within a single session.

6. You can compare up to multiple segments at one time.

7. There are two types of segments: default segments and custom segments. Default (or
System) segments are segments already available in Google Analytics and show up under
the System section. Custom segments are segments that you create and show up under
“Custom.”

8. For example, under Demographics you can choose age “25 to 34” and language contains
“es” for Spanish, which will filter the data for users between the ages of 25 and 34 who
have their browsers set to Spanish. You can also create more advanced segments that let
you match dimensions and metrics to specific values that you enter. You can even specify
multiple filters that make up conditions within the segment. You can also create segments
based on sequences of user interactions. For example, you can segment users that viewed
a specific page and then watched a video. Sequences can be a mixture of pageviews or
events.

9. Note that segments are applied after sampling. So if the data being shown in your reports
is a sample, the data shown in your segments will also be a sample.

10. Complete the activity on the Lesson 1 home page and paste a screenshot of it here:
Lesson 2: Analyze data by channel
11. Watch the video and fill in the blanks.
 12. Attribution modeling is a set of rules that determine how sales and conversions get
attributed to your marketing campaigns. The goal of attribution modeling is to help you
better understand how different marketing campaigns and different marketing channels
all work together to produce conversions. This can help you better allocate and invest
your marketing time and budget.
13. To help you move beyond last-click attribution, Google Analytics has a series of reports
called Multi-Channel Funnel reports - or MCF. These reports can tell you what role prior
marketing activities played in the conversion process. A channel that contributed to a
conversion prior to the final interaction would be credited with an “assisted conversion.”
14. MCF reports can also indicate the time it took to go from initial interest to purchase. This
conversion path data includes interactions across virtually all digital channels including
paid and organic search, referral sites, affiliates, social networks, and email campaigns.
15. The Assisted Conversions report shows the total number and monetary value of assisted
sales and conversions broken out by channel. The higher these numbers, the more the
channel helped assist with conversions. You can break this out by the Day of Conversion,
the Day Before Conversion, and the Path Position, which is the number of interactions
involved in the conversion.

16. The Top Conversions Paths report shows conversions and conversion value grouped by
the channel combinations that led to conversion.

17. The Time Lag report shows conversions grouped by the number of days it took from
initial interest to conversion. This can give you a sense of how long your users take to
make a purchase and potentially inform your remarketing campaigns.

18. The Path Length report also shows how many interactions on average it took to convert
and how much each series of interactions was worth.
19. Complete the activity on the Lesson 1 home page and paste a screenshot of it here:

Lesson 3: Analyze data by audience

20. Click through the guided tour and fill in the blanks.
21. The Active Users report can help you quickly gauge the level of user interest in your
website. Active Users measures the number of unique users who initiated sessions on
your site over the last day, seven days, fourteen days, or thirty days. You can use this to
monitor traffic drops.
22. The Cohort Analysis report lets you examine specific groups of users and their behavior.
23. The cohort type “Acquisition Date” groups cohorts based on when users started their first
sessions with your site.

24. Cohort Size determines the size of each cohort. You can group by day, week, or month of
acquisition.

25. The metric selector lets you choose the metric you want to evaluate for each cohort.
 26. The Date Range selector has preset date ranges that vary based on the cohort size. If you
group the cohorts by day, the date range will offer choices from 7 to 30 days.

27. To check product revenue, set the Cohort Size as “by week,” the metric as “Revenue per
User,” and the date range as “Last 9 weeks."

28. Benchmarking reports enable you to compare your data with anonymized aggregated
industry data from other companies who share their data.

29. The Channels report compares your channel data to benchmarks for each channel in the
Default Channel Grouping.

30. The Location report compares your Country/Territory data to the benchmarks for each of
the Countries and Territories from which you receive traffic.

31. The Devices report compares your Devices data to the benchmarks for desktop, mobile,
and tablet traffic.

32. Complete the activity on the Lesson 3 home page and paste a screenshot of it here:

Lesson 4: Analyze data with Custom Reports

33. Click through the guided tour and fill in the blanks.
34. There are different Custom Report types:
a. Explorer is the standard Analytics report that includes a line graph and a data
table, search and sort options, and secondary dimensions.
b. A Flat Table is a static, sortable table that displays data in rows.
c. Map Overlay is a map of the world with regions and countries in darker colors to
indicate traffic and engagement volume.
35. When you add dimensions and metrics, make sure they’re of the same scope or no data
will appear in the report. Adding a filter that filters out all the data will also prevent your
information from appearing.

Study Guide
Before you take the assessment, highlight the correct answers to the study guide questions below.
You will find the answers in the notes completed above. Submit to Google Classroom when
finished for a grade! I will post a key to the study guide for you to study after you have had a
chance to work through it on your own and earn points.
36. Segments applied to reports can analyze data for which of the following groups? (select
all that apply)
a. Users 25 to 34 years of age who have their browser set to Spanish
b. Users who viewed a webpage, then watched a video
c. Users who engaged in social media or email campaigns
d. Users who have children under the age of 18
37. Custom segments may be created using which criteria? (select all that apply)
a. Dimensions
b. Metrics
c. Session dates
d. Sequences of user actions
38. How many segments may be applied at once?
a. 1
b. 2
c. 3
d. 4
39. Because segments are applied before sampling, segmented data will not be sampled.
a. True
b. False
40. What report shows data segmented by channel?
a. Segmentation
b. Source/Medium
c. Channels
d. Attribution
41. Google Ads and Google Marketing Platform campaigns served on the Google Display
Network are grouped into which channel?
a. Paid Search
b. Organic Search
c. Direct
d. Display
42. What report analyzes which webpages get the most traffic and highest engagement?
a. Active Users report
b. Engagement report
c. All Pages report
d. Frequency and Recency report
43. In a “last-click” attribution model, Google Analytics will attribute all of the conversion
credit to which source(s)?
a. First marketing activity
b. Last marketing activity
c. Single assisted conversion
d. All assisted conversions
44. Multi-channel Funnel reports can credit conversions across which channels? (select all
that apply)
a. Website referrals
b. Paid and organic search
c. Custom Campaigns
d. Television channels
45. How would Google Analytics credit a channel that contributed to a conversion prior to
the final interaction?
 a. Primary conversion
b. Assisted conversion
c. Second-to-last-click attribution
d. Last-click attribution
46. What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day
periods?
a. User Explorer report
b. Active Users report
c. Users Flow report
d. Behavior Overview report
47. What report groups an audience based on acquisition date and compares behavior metrics
over several weeks?
a. Behavior Overview report
b. Active Users report
c. Users Flow report
d. Cohort Analysis report
48. Custom Reports have which capabilities? (select all that apply)
a. Use multiple dimensions together in the same report
b. Create a report with Custom Metrics
c. Use a Custom Dimension as a primary dimension
d. Create a report with data-drive attribution
49. What type of Custom Report shows a static, sortable table with rows of data?
a. Explorer
b. Flat Table
c. Map Overlay
d. Pivot Table
50. Which would prevent data from appearing in a Custom Report? (select all that apply)
a. A filter that filters out all data
b. Not sharing the Custom report with users in the same view
c. Dimensions and metrics of different scopes
d. Too many dimensions applied to the Custom report