Data Analyst and Technical Consultant

Google Analytics IQ

This is a quick guide to the fundamentals of Googles Analytics reporting and the principals in the certification exam.

Attribution Models:

Google Analytics is used to track attribution. Customer journeys are getting more complicated than ever before. Users are utilising more sources of information and researching more before converting. Understanding this journey is key to getting more from our marketing.


  • First Click: allocates all credit to the first touch point the user had with the site
  • Last Click: allocates all credit to the last touch point before conversion
  • Linear: Credit is allocated evenly across all channels in the funnel
  • Time Decay: splits credit where touch points closest to the time of the sale get a higher allocation


  • CPA – Cost Per Action: How much you pay for each sale, click, form fill. =Total cost of campaign/number of conversions
  • CPC – Cost Per Click: How much you pay every time a visitor clicks on your ad
  • CTR – Click Through Rate: The rate at which people are clicking on ads. =(Number of Clicks / Number of impressions) x 100



  • Account: How you group your digital activity
  • Properties:  A unique tracking ID
  • Views:  Specify what you see for each property – 20 goals, 5 calculated metrics, 20 custom dimensions


  • Sources: Where traffic is coming from eg. Google, Facebook, Twitter, Email
  • Values: How much? eg 2000 visits
  • Metrics: What? eg visits, revenue
  • Ranges: When? Last month, Last week, Today
  • Segments: Filters on source eg, mobile, NZ, returning visitor
  • Goals:  The most important KPI for you eg. signed up for a trial, purchased a subscription
  • Events:  Actions of the site eg. video plays, white papers downloaded

Use each when reporting eg. “Email drove $2000 in revenue this week from NZ returning visitors”


Report Types:

  • Audience: – Who is going to your site?
  • Acquisition: – How are they getting there?
  • Behaviour: – What are they doing when they get there?
  • Conversions: – Once set up answers questions on sales


Key Reports:

  • Traffic Sources:  Shows where all your traffic has come from and gives a top-level view of some key metrics like new visits, bounce rates and conversions. Great for getting an understanding of traffic split, and what is driving people to your site.


  • ROI Analysis: Allows for different views of conversion data using different attribution models. This is the key view of the data-driven attribution model. This is the benchmark for calculating conversions driven by marketing spend.


  • Conversion Time-Lag / Path Length: Shows how long on average it takes for users to convert, either in days or site interactions. Great for seeing how your conversations with customers need to progress as they move along the conversion funnel.


  • Top Conversion Paths: Allows you to see the channels that users interacted with before converting. This report helps show which channels users are exposed to most frequently, so you can customise messaging through the different stages.


  • Assisted Conversions: Shows how many conversions each channel was involved in, even if not directly attributed. This report works well for getting an overall feel of how many users were exposed to different channels.


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