Term
| How many profiles and/or web properties can an account have? |
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Definition
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Term
| How many accounts can a login have access to? |
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Definition
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Term
| What is the difference between an profile and a Web Property? |
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Definition
Profiles are set up to create different sets of data within a Web Property.
Profiles allow you to limit access to a segment of data. Profiles cannot access domains in a different account. |
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Term
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Definition
| Filters are created and added to Profiles to adjust how data is processed and stored within those Profiles. |
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Term
| What are the two main types of filters? |
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Definition
| predefined filters and custom filters |
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Term
| What is the #1 best practice when using filters and why is it so important? |
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Definition
Always maintain an unfiltered profile.
Once data has passed through a filter, Google cannot re-process that data. An unfiltered profile allows you to always have access to the raw data. |
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Term
| What are the four main types of predefined filters? |
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Definition
(include or exclude) "traffic from the ISP domain"
(include or exclude) "traffic from the IP addresses"
(include or exclude) "traffic to the subdirectories"
(include or exclude) "traffic to the hostname" |
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Term
| Explain how the filter "exlude traffic from the ISP domain" works. |
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Definition
| GA applies a reverse lookup with each visitor's IP address to determine if the visitor is coming in from a domain that should be filtered out. |
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Term
| What are the 6 filter types used for custom filters? |
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Definition
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Term
| When would you use the "Search and Replace" filter? |
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Definition
Often used to replace long URL strings with a shorter string that is easier to read and identify in your reports.
Example: For the page, "/category.asp?catid=5", replace "catid=5" with a more descriptive word like "Wearables" |
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Term
| How do you set up a profile that includes only AdWords traffic? |
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Definition
Apply two Custom Filters.
Filter 1: Type = Custom include; Field = Campaign Source; Pattern = google
Filter 2: Type = Custom include; Field = Campaign Medium; Pattern = cpc |
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Term
| How would you set up a filter to include traffic from two geographic regions? |
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Definition
Create a filter that uses a regular expression to indicate that the Visitor Region should be California or Texas (for example).
You cannot create two separate filters because they will cancel each other out. |
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Term
| What is meant by "non-Direct attribution model"? |
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Definition
| The last non-Direct traffic source gets credit for a conversion. |
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Term
Which campaign gets credit for the sale?
Organic Search>>Your Website>>Bounces>>Returns via Advertisement>>Makes purchase on your website |
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Definition
| The advertisment because it was the most recent referral source. |
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Term
Which campaign gets credit for the sale?
Organic Search>>Your Website>>Bounces>>Returns Directly>>Makes Purchase on Your Website |
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Definition
| Organic Search because direct visits do not take credit from a previous referring campaign (non-Direct attribution model). |
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Term
Which campaign gets credit for the sale?
Advertisement>>Your Website>>Social Network>>Organic Search>>Makes Purchase on Your Website |
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Definition
| Organic Search because it was the most recent referral source. |
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Term
Which campaign gets credit for the sale?
Organic Search>>Your Website>>Bounces>>Returns via Advertisement>>Makes purchase on your website
"utm_nooverride=off" has been appended to the end of all campaign URLs |
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Definition
| Advertisement because it was the most recent referral source and "utm_nooverride=off" does not change the default setting. |
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Term
Which campaign gets credit for the sale?
Advertisement>>Your Website>>Social Network>>Organic Search>>Makes purchase on your website
"utm_nooverride=1" has been appended to the end of all campaign URLs |
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Definition
| Advertisement because when "utm_nooverride=1" has been appended to campaign URLs, credit is given to the original referral. |
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Term
| What is campaign tracking used for? |
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Definition
| Campaign tracking is used to adjust how GA categorizes a visit. Without a tag, all visitors appear as direct, referral, or organic. |
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Term
Describe the 5 types of utm 1st party cookies set by GA and state the time of expiration for each cookie.
utma, utmb, utmz, utmv, utmx |
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Definition
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Term
| Goal conversions vs. e-commerce transactions |
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Definition
| A goal conversion can only occur once during a visit, but multiple e-commerce transactions can occur. |
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Term
Name the four types of goals.
Which ones are considered Threshold Goals? |
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Definition
URL Destination goal, Time on Site goal, Pages per Visit goal, and Event goal
Time on Site and Pages per Visit are Threshold Goals, they are useful for measuring site engagement. |
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Term
| Explain URL Destination goal and how funnels can be integrated. |
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Definition
A URL Destination goal is a page the visitors see once they've completed an activity.
For each URL Destination goal that you define, you can also define a funnel (optional). A funnel is the set of steps (pages) that you expect visitors to visit on their way to complete the conversion. Example: sales checkout process |
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