Reading based on this course: [Google Analytics 4 : Google](https://skillshop.exceedlms.com/student/catalog/list?category_ids=6431-google-analytics-4&utm_campaign=redirect&utm_source=analytics-academy&utm_medium=banner)
**Google Analytics** allow us to **collect data** among our e-commerce, **process** it to turn them into **reports** like:
- top-selling products;
- top geographical selling regions;
- time of the day the purchased happened;
Within this data an **analysis** could figure out which **product, region and time the next advertisement campaign should focus**. Those **insights** can **boost our conversions** with **data driven** **decisions** (a Peak One Dev pillar).
Steps for **data analytics**:
4. **Data pulling**: collection of the data and storage;
5. **Data Reporting**: summarize that into reports that can be used to tell stories easily;
6. **Data analysis**: find out insights to boost business objectives.
## Data pulling / collecting
![[data-pulling.webp]]
Set up:
7. [Google Analytics **account**](https://www.youtube.com/watch?v=ybK-VUAxZ_8 "https://www.youtube.com/watch?v=ybK-VUAxZ_8")
8. A [**Property**](https://www.youtube.com/watch?v=ybK-VUAxZ_8 "https://www.youtube.com/watch?v=ybK-VUAxZ_8")**,** which is the database for your data in Google Analytics
9. [Set up the **Data streams**](https://www.youtube.com/watch?v=THb5SassY1k "https://www.youtube.com/watch?v=THb5SassY1k")**,** that sends data to the properties. A website, an android and IOS app, each one needs one data stream
Many **basic interactions on the website** are automatically collected as [**events**](https://support.google.com/analytics/answer/9322688?hl=en#zippy=%2Crealtime-report%2Cdebugview-report) in Google Analytics, for example, the **first time a user visits your website**, the property logs this action as a **first visit event**.
To **start collecting data (events)** from the ecommerce website, first [**add a tag**](https://www.youtube.com/watch?v=THb5SassY1k "https://www.youtube.com/watch?v=THb5SassY1k") on it, or just use [Google Tag Manager](https://support.google.com/tagmanager/answer/6102821 "https://support.google.com/tagmanager/answer/6102821") account to use Google Analytics Tag.
> [!attention]
> The tag should be added on every page that you want to collect the data (normally all pages)
**Complementary links**
[1.2 How Google Analytics collects and processes data - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=-1e5CS_v0vY)
[1.3 How to structure your Google Analytics account, property, and data streams - Analytics Academy](https://www.youtube.com/watch?v=pNfD4jDF8TE)
[1.3.2 Create a new Google Analytics account and property - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=ybK-VUAxZ_8)
[1.4 Set up website data collection for Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=THb5SassY1k)
[1.8 How dimensions and metrics power your reports - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=BlKDZgH8Qqw)
### Control How Data is Used in Google Analytics
### Removing Data
![[data-controll.webp]]
### Confirm your data is flowing into Google Analytics
In your Google Analytics property, choose Reports then Realtime, to see data collected in the past 30 mins.
If no data is showing, you can open your website or app so that you're an active user. If data is being collected, you should see close to immediate real-time activity in this report.
> [!attention]
> If you just installed Google Analytics for the first time, you must wait **up to 24 hours** to display data!
**Complementary links**
[1.6 Confirm data collection is working in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=BkvRu5-Cuz4)
[Troubleshoot with Tag Assistant - Tag Assistant Help](https://support.google.com/tagassistant/answer/10039345#zippy=%2Cin-this-article)
## Manage Your Google Analytics Events
Events can be understood just like events in the browser context, having:
10. Event name;
11. Triggers - something that will fire this event and send the event’s name and parameters;
12. Event parameters - additional information about the event.
For the `page_view` event, image this the code below.
```js
website.addEventListener(
"page_view",
(page_location, page_referrer, engagement_time_msec) => {}
);
```
That's not the implementation of the event, but to illustrate the website will send an event `page_view` to GA, with the available parameters to be used `page_location, page_referrer, engagement_time_msec`
### Ecommerce events adapted for DTC funnels
- [[Rastreie eventos de e-commerce com o GA4 e GTM]]
### Common events types
- [Automatically collected events](https://support.google.com/analytics/answer/9234069 "https://support.google.com/analytics/answer/9234069")
- [Enhanced event measurement](https://support.google.com/analytics/answer/9216061 "https://support.google.com/analytics/answer/9216061")
- [Non-automatically collected recommended predefined events](https://support.google.com/analytics/answer/9267735 "https://support.google.com/analytics/answer/9267735")
- [Custom events (names and parameters)](https://support.google.com/analytics/answer/12229021 "https://support.google.com/analytics/answer/12229021")
### High Value Events as Conversions
13. make sure the relevant user interaction is being collected as an event (automatically or custom event);
14. mark this event as a conversion by going to the **“Admin”;**
15. Select **“Events”;**
16. Toggle option **“Mark as conversion”** on, next to each event.
> [!Attention]
If the event hasn't yet occurred, it might not show up in the table right away. In that case, go to **Admin**, then **Conversions**. Select New conversion event, and **enter the exact event name you want to mark as a conversion.**
**Complementary links**
[2.4 Understand & create key events in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=Ror4ubtzMq0)
### Custom dimensions and metrics
When the events (name and parameters) come to GA, it needs to be associated with a:
- dimension - which is a descriptive value;
- metric - quantitative value
[[GA4] Create custom metrics - Analytics Help](https://support.google.com/analytics/answer/14239619?hl=en#zippy=%2Canalyze-the-metric-in-a-report%2Canalyze-the-metric-in-an-exploration)
**In order to be used in reports, we need both a description and a quantity**
#### **Scopes of custom dimensions**
- **Event-scoped:** provides **information about an action** that a user performs. For example, if someone **viewed an article on a website, the name of the article** could be an event-scoped dimension.
- **User-scoped:** provides **information about the user** **who** performed that action. For example, **the device of the user who viewed the article** could be a user-scoped dimension.
- **Item-scoped:** provides **information about a product or service** a user has interacted with. For example, **if someone added a water bottle** to their shopping cart, the **color of the water bottle** could be an item-scoped dimension.
**Complementary links**
[2.2 Create and manage events in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=R_jW24nAjX4)
[[GA4] Create custom metrics - Analytics Help](https://support.google.com/analytics/answer/14239619?hl=en#zippy=%2Canalyze-the-metric-in-a-report%2Canalyze-the-metric-in-an-exploration)
[[GA4] Create calculated metrics - Analytics Help](https://support.google.com/analytics/answer/14166471?hl=en&ref_topic=11151952&sjid=6423288695391372298-SA)
## Exploring the GA interface
![[ga-ui.webp]]
**Complementary links**
[2.1 Tour the Google Analytics user interface - learn where to find reports, settings, and more](https://www.youtube.com/watch?v=PBeUqHIRXNE)
## Manage and Filter the Data You Collect
### Cross-domain measurement
17. Admin
18. Data Streams
19. Configure tag settings
20. Configure your domains
21. creates a rule to include cross-domain website
### Unwanted referrals
22. Admin
23. Data Streams
24. Configure tag settings
25. List unwanted referrals
26. Creates a rule to include the unwanted domain
### Filtering out data
Exclude traffic from own employees and website developers
- [Developer traffic (debug mode traffic out)](https://support.google.com/analytics/answer/13296662 "https://support.google.com/analytics/answer/13296662")
- [Internal traffic (IP addresses traffic out)](https://support.google.com/analytics/answer/10104470 "https://support.google.com/analytics/answer/10104470")
> [!warning]
> This has a permanent effect; filtered data never reaches Google Analytics, so you won't be able to recover it later. If you remove the filter, future data will be processed, but you won't be able to recover that was already filtered out.
#### Block some IP addresses
- **Lucas Koyama:** 131.196.77
**Complementary links**
[2.3 Filter data and hide unwanted referrals in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=9Uokq4bhHjE)
## Understand Google Analytics Reports
### Types of reports: Overview and detail
![[overview-detailed-report.webp]]
- An **overview report** summarizes information about a topic into several cards, each focusing on a different objective.
- A **detail report** lets you drill into one or two **dimensions** so you can investigate that data in greater detail.
### Types of default reports
- **Acquisition**: Where are your customers coming from?
- **Engagement**: What content are your customers engaging with?
- **Monetization**: What's your customers' shopping activity?
- **Retention**: Are your customers coming back?
- **User Attributes**: Who are your customers?
- **Tech**: What technology are your customers using?
### [Filter and Compare data](https://www.youtube.com/watch?v=PDPkXKGRaZM "https://www.youtube.com/watch?v=PDPkXKGRaZM")
### [Advanced analysis custom reports](https://www.youtube.com/watch?v=MwlRg4B7X0c "https://www.youtube.com/watch?v=MwlRg4B7X0c")
### Customize the report collections shown
27. Have the **Editor role**;
28. Go to **Reports;**
29. bottom of the navigation panel, select **Library;**
30. add pre-created collections
> [!warning] Each property can have up to seven collections!
**Complementary links**
[2.5 Navigate Overview and Detail reports in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=uNKcis-wnro)
[2.6 Get to know the pre-defined reports in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=KiYVhk1w36E)
[2.7 Filter and compare data in reports in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=PDPkXKGRaZM)
[2.8 Use Explore for advanced analysis in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=MwlRg4B7X0c)
[[GA4] Customize report navigation - Analytics Help](https://support.google.com/analytics/answer/10460557)
# Marketing measurement with Google Analytics
# Google Analytics admin / account owner stuff
Each higher role have the below permissions
![[ga-roles-view.webp]]
**Complementary links**
[1.7 Manage user roles, data settings, and more in Google Analytics - Analytics Academy on Skillshop](https://www.youtube.com/watch?v=jKDykqKDMLI)