WEEK 3

Introduction to
Mkt Data & Analytics

Digital Analytics
Concepts
 Web analytics Web analytics
concept: concept:
Users and Audience Traffic source

TODAY'S
LEARNING OUTCOMES

Web analytics concept: How Google collects

Behaviour, Conversion data and how search
Goals works
And attribution models
Data Collection
and Processing
 Data Collection and
Processing
Web data (e.g. users, users’ behaviour on the site) is
collected using analytics tools.

Two third of websites using Google Analytics (Enlyft.com)

Other tools similar to Google Analytics are:

• Facebook Pixel: only focus on data related to paid advertising on
Facebook and Instagram
• Oribi
• Maxpanel
• Hotjar
• And many others
How Does Google collect
data?
2 Google
Services

Free Paid
 2 Google
Universal Analytics (UA) Services Google Analytics 4 Properties
• Customer: E.g. Tesco obtains most of its (GA4)
• Customer: E.g. Tesco obtains most of its marketing
marketing insights from its Tesco Clubcard insights from its Tesco Clubcard Loyalty Scheme.
Loyalty Scheme.
GOOGLE ANALYTICS 4
What is Google Analytics 4 (GA4)?
Collects event-based data from both WEBSITES AND APPS

• Collects both website and app data to better understand the customer journey.
• Uses event-based data instead of session-based.
• Includes privacy controls such as cookieless measurement, and behavioral and
conversion modeling.
• Predictive capabilities offer guidance without complex models
• Direct integrations to media platforms help drive actions on your website or app
• July 1st, 2023 standard Universal Analytics properties will no longer process
data. (Analytics 360 end Oct 1st, 2023)

Source: Google
GOOGLE ANALYTICS

A hit is a request to a web server for a file. There may be many

hits per page view since an HTML page can contain multiple
files, such as images or videos.

An event allows you to measure a distinct user interaction on a

website or app. For example, loading a page, clicking a link, and
completing a purchase are all interactions you can measure
with events.

Source: Google
Users / Audience
Users
Users (sometimes called
visitors):
• indicate total users visiting the website)

Types of User
Returning Visitors
News Visitors (Unique)
Active Users

Unique users
• unique users who have at least one session with a
website within a specified period (e.g. 1days, 7 days,
14 days or 28 days).
 Location
Location Detection
Google detects users’ device IP address
to determine physical location of users.

Location Breakdown
• Continent
• Subcontinent
• Country
• Region
• City
How does Google know
your interests?
Does Google know your
interests?
• Log on to your google account, then type
this into your browser:
https://www.google.com/ads/preference
• Be careful! Don’t show it to anyone, you
might be shocked as how much Google
knows about your interests or the way in
which it thinks about what you may like!
Behaviours
Sessions Example 1
• Joseph visited a website.
• While the browser was still open, he got a phone call
What is a Session? lasted 29 minutes.
• Joseph then got back to the browser and continued.
• A session is a period time an user is
actively engaged with the website. Google counts this as
1 user and 1 session
• A session must not be interrupted by more as it did not have an
than 30 minutes. idle time of more than
• A session must be within a single day 30 minutes.

(24hrs). A session ongoing for overnight

will be broken down to 2. Example 2
• One user may have multiple sessions 
• Victor visited a website.
Session counts tend to be higher than user • While the browser was still open, he got a phone call
count.
lasted 31 minutes.
• Victor then got back to the browser and continued.

Google counts this as

1 user and 2 sessions
as Victor was not
active on the browser
for more than 30
minutes.
Page
Pageview
• is a total number of pages viewed,
including repeated page views.

Page/Session
• is the average number of pages viewed in
one session, including repeated page
views.
 Bounce Rate
Bounce Rate
• Bounce rate is a percentage of a single-
page session in which there was no
interaction with the page.
• a bounce means someone visits your site
and leaves without doing anything (i.e. a
single-hit session)

E.g. a user visited a website, of which the

server recorded the first hits. Then the user
left the site without generating another hit
(not viewing images or videos on the page,
not clicking on any links or file on the page)
 Event
Event Types of Event
• Event is recorded based on the set up from • Event Category
the website owner. • Event Action
• Event Label
An event occurs when a hit is sent to server • Event Value
on a particular link or content on the page:
• “Contact us” button
• A video
• A promotional message
• A deck of images
• A booking calendar etc…
A summary of
users,
hits,
sessions,
page count.

(Alhlou et al 2016, p.14)

Cookies.
How to check for cookies
- on a website, right click 
- Inspect 
- Application 
- Cookies
- Example: Leeds Beckett

UTM
- Urchin Tracking Module
- most accurate
measurements of
unique website visitors
Traffic Sources
 Medium
“Generic method in which users arrive at the
website”
• Organic search: users may click on the link on the non-paying google search
page.

• Paid search(cpc or cpm): users visit the site via clicking on the Google Ad
link.

• Email: users come from a link in an email.

• Referral: traffic originates from sites not categorized according to the

standard channels - search, social, email, direct. E.g. cnn.com Display: users
click on a display ads they see on another website.

• Affiliate: specific third party websites who get pay for referring traffic to the
site.

• Direct: users type in the company URL directly on the browser.

• None: when there is no clear indication of all the above sources or medium
 Source
“where users come from a
particular website, social media or
referral”
• Sources tend to be very specific.
 Channels
Combination of Medium and Source

• Direct Channel Grouping is a combined of Medium

and Sources
Advertising Metrics
Use in Paid Advertising Campaigns

Types of Advertising Metrics

• Impression
• Click
• Cost
• Cost per impression (cpm)
• Cost per click (cpc)
• Click through rate (CTR)
• Revenue per click (RPC)
• Return on Advertising Spend (ROAS)
Organic Search
An important source of traffic for many websites. Many companies
have invested in Search Engine Optimisation (SEO)
Conversion
Conversion
Goals

Website owner must define goals

There can be multiple goals

which fit with the organisation
objectives.
• Subscribe to newsletter
• Download documents
• Fill in a form
• Make a purchase

Goal Completion Rate

• the percentage of users visit the website
completing a goal.
 Types of Website Goals
Types of Advertising Metrics
• Transactional / service based: e.g. E-commerce
websites selling goods and services e.g. M&S; subscription
service e.g. Netflix

• Lead generation: focus on generating leads by providing

information, showcasing service, offer free downloads of
reports etc… in exchange for email and contact details of
the interested users. E.g. KPMG, SmartInsight.com

• Traffic and engagement: publisher websites or blogs

focusing on creative contents to generating traffics and
target display advertising and affiliate marketing. Income
through advertising and commission. E.g. beauty / fashion
blogs.
 Attribution Models
Google Uses
• Last Non-Direct Click’ model
• (i.e. Last click model excluding Direct
channel)
 Attribution Models

Google Uses
• Last Non-Direct Click’
model
• (i.e. Last click model
excluding Direct channel)
 Web analytics Web analytics
concept: concept:
Users and Audience Traffic source

TODAY'S
LEARNING OUTCOMES

Web analytics concept: How Google collects

Behaviour, Conversion data and how search
Goals works
And attribution models
THANK YOU FOR
YOUR TIME!
EMail me for any questions or concerns.
REFERENCES
 Alhlou, F. (2016), Google Analytics Breakthrough: From Zero to Business Impact, Wiley-
Blackwell. [electronic resource]. Chapter 2

 Enlyft (n.d). Companies using Google Analytics https://enlyft.com/tech/products/google-

analytics

 Forbes 2020. Nine Things To Know About Google Analytics.

https://www.forbes.com/sites/forbesagencycouncil/2020/01/02/nine-things-to-know-about-
google-analytics/?sh=30d8b83b6cb9

©D.Hoang