CXL Conversion Optimization Minidegree — Week 5 Review


  • Getting Started with GA: this is where you learn to set up your account settings, property settings, view settings, and eventually filters.
  • Understanding traffic: Mercer explains how you can make sense of the traffic pouring in through the Acquisition reports and how the story behind the traffic easier to read
  • Understanding results: In this final section, you’ll learn how to set up goals through the conversion reports and see what answers you can get from goals.
  • Analyzing reports: introducing the QIA (Question, Information, and Action) steps you should follow when diving into Google Analytics. Basically, it means that you should know what the question before diving into GA, what information you need to get the answer, and what action to take once you get the answer. But, really, start with the Action first.

Getting Started

  • Account level is where you go to manage things that can impact your entire Google Analytics setup, including user management, filters, and other settings.
  • Property is where you separate your data. If you want your data to interact, put them within one property. This is where the tracking numbers used as your ’address’ come from.
  • View is used when you want to answer specific questions. There are three types of views: Backup, testing, and production. Backup is the raw data you should never, ever touch. It’s there just in case you mess something up in your Analytics setup. Testing is where you test your setup (like filters or goals) before deploying them into production. And finally, production is your main setup, where you go when you have specific questions you need answered.

Understanding Traffic

  • Organic: the traffic directed to your website from search engine, including Bing, Baidu, DuckDuckGo, and Google.
  • Referral: traffic directed from other websites that are not search engines.
  • None: unknown traffic — might be direct or email or god knows where.

Understanding Results

  • Destination goals fire (or +1) when your visitor land on a certain page. You can also use this destination goal to create a funnel visualization. By turning on the funnel, you can add steps that should be completed to reach your goal. However, the main destination is still the one that counts. Your goal will activate, even when the steps aren’t completed, if your destination page is opened.
  • Duration goals are achieved once someone has been on your page above a threshold you specified. However, GA doesn’t use a clock when determining this amount. Instead, it uses the difference between timestamps to determine how long someone stays on a page. Which is bad for you, if your users don’t click on anything else after visiting your page. So the key to monitoring these duration goals is you shouldn’t be too hung up on the actual number. Instead, look for trend and patterns to get your answers.
  • Pages per session goals monitor the amount of pages you visit during a single session, including repeated views of a single page. Pages per session is needed when you want to monitor the duration of a single page application. Except they don’t have duration, they’re single page! There are no timestamps you can use to determine anything. So, you use pages per session to get your answers instead.
  • Event goals monitor specific behaviors. Unlike other goals, you need to do a more thorough set up to get event goals up and working. Since it monitors specific behaviors, you need to let Google Analytics know exactly what behavior you want to track. You can use Google Tag Manager to do this or set up an event tracking code. Google Tag Manager is a part of the Google Marketing Platform which levels up the capability of your data collection, which will be explained later in the minidegree.
  • Ecommerce goals, unlike other goals, need to be turned on prior to using it and set up. The way on setting up e-commerce goals depend what platform you’re using. You can find how to set Google Analytics up through your provider’s support page. Another thing to note is that there is a standard version and an enhanced version to e-commerce goals. The standard version reports only the results of your sales, while the enhanced version also reports on how your customers got there. Check to see if the data your provider sends is for the standard or enhanced version when setting this report up, as it’ll affect the data in your Analytics.




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Dhiya A Hani

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