The awesome world of clickstream analytics (base metrics analysis)

Question 1

What are metrics?

Answer 1

Metrics are a quantitative measurement of statistics describing events or trends on a digital proprety.

Metrics can measure the impact of any communication action or behaviour direclty or indireclty originated

Question 2

What should we understand when looking to use a metric?

Answer 2

1. Whats the definition (what does it measure, and how is it calculated
2. Whats the strategy (why does this mattern and how does this align with our goals)
3. whats the usage (what is the context, per ex. ctr should be around 4% not 90%, what is a normal value for this?)

Question 3

What are the 7 common type of metrics

Answer 3

1. Behaviroral metrics
2. Acquisition metrics
3. Conversion metrics
4. Engagement metrics
5. Retetion metrics
6. Financial metrics
7. Techinical metrics

Question 4

What is behavioral metrics

Answer 4

these metrics track how users interact with a website, app or digital platform. they provide insights into user engagement and behavior

Question 5

what is aquisition metrics

Answer 5

metrics that provide insight into how users are arriving at the website or app. they are often segmented by marketing channels or sources.

Question 6

what are conversion metrics

Answer 6

metrics that track the actions users take that align with business objectives such as purchases, sign ups or downloads

Question 7

what are engagement metrics

Answer 7

metrics that gauge the depth and quality of user interaction with digital content

Question 8

what is retention metrics

Answer 8

metrics that track the ability to retain users over time, often used to understand user loyalty and satisfaction

Question 9

what is financial metrics

Answer 9

metrics that measure the monetary performance of digital initiatives, often aligning closely with business revenue and profitability

Question 10

what is custom metrics

Answer 10

custom defined metrics specific to the business unique goals and processes.

Question 11

In what formats can metrics be displayed

Answer 11

1. Absolute number
2. Currency
3. Ratio
4. Average
5. Time-based

Question 12

What are dimensions?

Answer 12

Dimensions are features or elements that allow us to target or filter basic indicators to enrich information and to analyze the behavior of a subset. Por exemplo, separar entre visitors totais e visitors novos e os que retornam

Question 13

What are some dimensions examples

Answer 13

Geography, language, campaign, medium, page

Question 14

what are kpis

Answer 14

kpi are key performance indicators

these are metrics or key indicators to measure the sucess and effectiveness of a campaign, an action, a process, a website, among others. they tend to be unique to each organization

Question 15

What are the main concepts we need to support our analysis (piramide)

Answer 15

1. Goals (are the ambition we set to our property, the expected results of our strategies and actions)
2. KPIs (beacons to focus our strategy and to monitor our performance over time)
3. Dimensions (features or elements that give context to our metrics, allowing us to enrich and target our analysis)
4. Metrics (quantitative measurement of statistics describing event or trends on a digital property

Question 16

What are some important metrics?

Answer 16

active users,
sessions
average engagement time
new users
engaged sessions
engagement rate - evolution from bounce rate
event count
conversions
converstion rate

Question 17

What is a session

Answer 17

A session is the number of times your visitors has been at the site or mobile application. If a use is inactive on your site 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.

Ex: começo a 9am a sessao vai ser extendida desde que esteja a interagir. Apartir do momento que paro de intergir existe um periodo de 30 minutos ate a sessao “fechar”, se voltar a interagir vai contar como se fosse uma sessao nova

Question 18

How is a session defined in GA4

Answer 18

Group of user interactions (events) within a specific time frame

Question 19

What is total sessions

Answer 19

count of all of the SESSIONS IDs given during a time period

English Definition: Google automatically collects a session_start event and generates a session identifier. Analytics calculates the number of sessions that occur on your site or app by estimating the number of unique session IDs.

Question 20

What are the situations where a session will initiate?

Answer 20

1. When you open your app in the foreground
2. Views a page or screen and no session is currently active

Question 21

What is a engaged session?

Answer 21

GA4 contains a new metric called engaged sessions.
It portrays the number of sessions that:
- lasted longer than 10 seconds,
- or had any conversion event,
- or 2 or more page screen or page views

Question 22

How many visits does this count as ?

“Arrives at the website, stays for 3 minutes, leaves the website, returns 20 minutes later “

Answer 22

1

Question 23

How many visits does this count as?

“Arrives at the website, stays 28 minutes, leaves the website, returns 45 minutes later “

Answer 23

2

Question 24

What are some names for visitor metrics?
(5)

Answer 24

Active Users,
Total Users,
New and Returning Users
Views per User

Question 25

What are Users or Unique Visitors ?

Answer 25

User is someone that uses our property. The first time a users enters the website or app during any given date range is counted as an additional session and an adicional user. Any future visits from the same user during the selected time period are counted as additional sessions, but nos as additional users.

Question 26

What are the 3 types of identificator that GA4 has?

Answer 26

1. User ID 2. Google Signals 3. Device ID

Question 27

What is a User ID

Answer 27

It can only be used if a website has a login or authentication. It consists in sending a user account id from the website into GA.

Question 28

What is google signals

Answer 28

product separate from GA that uses a user data who have opted into Google Ads Personalization. antigamente era o google display features, cookie marketing entra aqui. autenticação via conta google, não dão essa informaçao mas conseguem ligar as relações

Question 29

What is Device ID

Answer 29

Same concept as client ID

Question 30

Como é que o GA4 me identifica se eu entrar num website sem estar logada?

Answer 30

Se eu entrar num website sem estar logada e de seguida me logar sou identificada - GA4 só calcula quando a sessao acaba e processa ambas juntas. No inicio é un random ID, mas depois identificamo nos com o nosso USER ID - todos os eventos / interações feitas nessa sessao passam a ser identificadas como sendo do USER ID. Se tivermos cross devicec, conecta-se na mesma se for logado.

Question 31

How does the device ID work on GA

Answer 31

This is a unique identifier. On the web, it uses the client ID - a unique, randomly generated value - that is stored inside of a cookie in your browser. This is used to track a user across multiple visits

Question 32

Why is Device ID not very accurate when tracking?

Answer 32

any interference with the cookie will affect the user data. Common cases of this would be using ad blockers or cleaning the cookies. Other issues would be the inability to track visitors across different devices as the cookie that identifies the user is "stuck" inside the browser of your particular device. On a mobile app uses a instance id which identifies a unique instalation of the app.

Question 33

What is a user or unique visitors

Answer 33

count of all the unique cookie_id during a given time period English Definition: The first time someone visits your site a first party persistent cookie is set in their browser or an internal ID on a Mobile App. This cookie lasts any where from several months to several years. Each time that person visits your site that cookie identifies them as the same browser. The User metric is affected by the cookie deletion issue, session is not. The numbers for first party cookies are a 2 – 5% and 20% to 25% for third party cookies.

Question 34

How many visits and unique visitors are here: Arrives at the website, stays 3 minutes, leaves the website, returns 20 minutes later

Answer 34

1 visit, 1 visitor

Question 35

how many visits and unique visitors are here Arrives at the website, stays 28 minutes, leaves the website, returns 45 minutes later

Answer 35

2 visits , 1 visitor

Question 36

What is User Engagement

Answer 36

Measures the lengh of time that your app screen was in the foreground or your web page was in focus

Question 37

What is Average Engagement time

Answer 37

is the average time that your website was in focus in a user's browser or an app was in the foreground of a user devices. It can be analysed per page or screen, measuring how long a visitor spend on a particular event

Question 38

What is a average session duration

Answer 38

is the average time (in seconds) a user spends on your webiste or mobile app during a focus moment (aka session) GA4 only focus the app if that is the tab that is opened

Question 39

Engagement time is measured based on what

Answer 39

based on a sequence of events is a engagement time for in between the events that are happening in the session

Question 40

GA4 stops counting the engagement time when:

Answer 40

1. the user moves the app screen to the background 2. the user focused away from your web page 3. the user navigates away from the app screen or web page (closes the tab, window, or app, the user goes to another screen) 4. the site or app crashes

Question 41

whats the difference between session duration and engagement time

Answer 41

Engagement time only focus on the really active duration Session duration focused only on the start and end of the session

Question 43

Engagement rate

Answer 43

% of sessions that were engaged sessions engaged sessions / sessions

Question 44

Average engagement time

Answer 44

total length of time your website was in focus or app was in the foreground across all sessions / total number of active users

Question 45

Average session duration

Answer 45

Focus on the total length of a session, including the time the user is not active

Question 46

Bounce Rate

Answer 46

% of sessions that were not engaged sessions. It's the inverse of engagement sessions. Bounce rate = non-engaged sessions / sessions

Question 47

Conversion rate (%)

Answer 47

( Number of buys / unique visitors ) × 100%

Question 48

How to measure conversion rate in non commerce websites

Answer 48

Use leads or answer to faqs. It all depend on your goals

Question 49

Pageviews

Answer 49

Represent by a metric called views. all pageviews are collected as events inside the platfom. The views metric represent the number of these page_virw events on GA4

Question 50

Conversions or goal completions

Answer 50

Total number of important actions or goals performed in the site. You need to have goals setup in google analytics for your site actions

Question 51

User conversion rate or session conversion rate

Answer 51

% of sessions on a site that result on a conversion goal being reached. its the % of success of each session

Question 52

What are dimensions

Answer 52

Pieces of information or characteristics that give context to the metrics. We usually see dimensions on a row level and metrics on a column level

Question 53

What are metrics normally used in mobile apps

Answer 53

Users Engaged sessions Average engagement time Engagement rate Events Screen views Conversions Downloads Crashes

Question 54

How does engagement time work on mobile?

Answer 54

it measures screen sleep time, or captures the time in the foreground for a mobile device to determine how a user is engaging with your content

Question 55

Como funciona os screen views em mobile apps

Answer 55

Mesma lógica das page views nos websites mas para apkicacoes Temos que dizer diretamente o que é cada screen name e envuar isso para o analytics para que isto dê track

Question 56

what is downloads in mobile apps and how to track

Answer 56

number of new instalations done for the mobile metric obtained form app store in iOS and Google Play (Android)

Question 57

What is the closest metric in google analytics for download in mobile apps

Answer 57

New Users

Question 58

What are crashes in mobile apps

Answer 58

Number of critical errors that the mobile app can raise during its execution its useful for developers to track mobile app stability

Question 59

Whats firebase

Answer 59

Firebase is a platform developed by Google for building and managing mobile and web applications. It provides a range of backend serviced that help developers create high quality apps quickly eith a focus on improving user experience, performance and scalability