Basic Concepts in Google Analytics

Basic Concepts in Google Analytics
Google analytics (GA) is pretty much the industry standard when we talk of measuring web properties.
GA uses an account structure to organize data, websites and multiple clients.

Below is a simple hierarchy demonstrating this structure:
Google Analytics Account Organization Structure


Account Organization
Account: analytics access point; is the highest level of the organization.
Web property: website, mobile app, blog etc., an account may include one or more web properties.
Profile: access point to reports. A profile consists of a given view and data about visitors to a web property. Users with an account added to a profile, can see the reports and data from that profile. A web property can include one or more profiles.
Users: are added to the account. Users can have administrator access or read-only access.

An Account is the basic structure in which the measurement of one or more web properties using Google Analytics is organized.
1.       An account can be used to measure one or more web properties depending on project needs.
2.       Every account is provided with a unique ID (UA-XXXXXX) that is part of the tracking code script.
3.       You can create up to 50 profiles in a Google Analytics account.
4.       Administrators can view and modify data from all profiles within the account.
5.       One cannot migrate historical data from one account to another within GA.
Google Analytics reports are grouped together into 5 sections 
Audience
Who?
Advertising
How did they find me?
Traffic Sources
Content
What are they doing?
Conversions
Are they of value to me?

Google analytics recollects and calculates metrics in a wide range of dimensions
Metrics
Source / Medium
Visits / Sessions
Pages / Session / Visit
Avg. Session or Visit duration
% New Visits / Sessions
Bounce Rate
1.       google / organic
101,432
4.52
00:04:15
48.89%
36.71%
2.       (direct) / (none)
40,653
3.49
00:03:36
58.96%
51.45%
3.       google / cpc
16,740
3.98
00:03:07
72.96%
46.60%
4.       keysurvey.com / referral
9,757
1.86
00:01:47
21.18%
74.01%
5.       yahoo / organic
3,477
5.66
00:04:56
61.69%
27.38%
Note: The term “Visit” or “Visits” is deprecated in GA; now replaced by “Session” or “Sessions”

Google analytics analyzes trends, not absolute values
Google analytics takes samples for information analysis. Data from digital analytics tools are not 100% accurate:
·         1% to 3% of users block JavaScript
·         JavaScript errors
·         Users eliminate or block cookies
·         One user, several PCs
·         Different users, one PC

·         Purchase decision periods
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