Learn Google Analytics 4 (GA4) | The Complete Course

1. What you'll learn in this course: Want to get more sales on your webshop? You want to understand how people are using your website. Then this is the right place. In this course, we'll talk about Google Analytics four, which is a super powerful tool that helps going from guessing to actually understanding what's going on while you are a marketing professional, a business owner, or anyone who wants to learn what's going on on their website. This is not for you if you only care about how your site looks, but not how it performs because in this course, we're going all the way from beginner to P in Google Analytics four. So we're going to start with the basics, and later on, we're going to go more in depth and create your own custom reports because every website and every business is different, and I want to make sure that you're really tracking what matters to you. Most importantly, and this is probably my favorite subject is we're going to be answering real world business questions. So think about which ad campaigns are generating the most revenue, which traffic sources are converting the best, which pages are causing people to leave our website, and where are we losing sales and what can we do about it? Even if you've already used Google Analytics before, I'm still going to go through all of the settings because one of the biggest problems I see when I work with new clients is that their settings are not correct, which means that their data is not clean and they make the wrong decisions. My name is Auka. I've been working in marketing for over ten years. I'm currently working as a marketing manager, but I've also traveled the world helping businesses grow using my favorite tool, Gour. So I'm super excited to tell you all about it. So grab your coffee, get comfortable, and let's get started. 2. This is where it all starts: Welcome to your very first lesson. I'm going to start with the accounts because accounts are usually very confusing for people. Sometimes they have multiple accounts or multiple websites, and they don't know which one is right. And it actually doesn't have to be that hard. And I'm going to show you that it's also easy for you. Now, it's important because we want to set up our account correctly in the first place because then later on, it's going to be easier for us. So if you're ready, let's dive right in. 3. Account Structure: So before we dive in, it's really important to understand what the account structure looks like because some of you might be sharing accounts. You might have to give people access to an account. You might already have one, and you want to know how to create a new one. And I'll explain this right now in the account structure. Above everything, you have your Google account. That's on top of the pile. Within a Google account, you can create multiple GA four accounts or Google Analytics accounts. Within that, each GF four account can have multiple properties. You can see a property pretty much as your business, right? So if you are one business, you would have one GF accounts and one property. A property is also a little bit like a bucket that collects data. So if you want data to go into your property, you want to add data streams. And a data stream could either be your website, but it could also be an IOS app or an Android app. Usually, what you'll see is that you'll just have one website you want to track under one business, which means you'll have one account, one property, and one data stream. So again, you can just create multiple properties under the same account and have a few data streams in one and just one data stream in the other. It doesn't really matter that much. So here's an example if you are a business owner, as I said, you would just have one Google account. You would have one GA four account and one property, including one data stream. Pretty simple. However, if you're a marketing agency, I would still recommend to have one Google account. But for each client you have, you might create a new GA four account. And then some clients might have multiple websites, right? So you would have a bit more properties there. And some of these websites also have a IOS or Android app, which means that you might have a little bit more data streams there as well. But for most of you, this really wouldn't matter that much. And if you really get to the point where you have 25 clients and GA four accounts, more power to you because that's really amazing and you're probably doing really well. And in that case, you're probably very experienced with this tool. And later in the course, I will also explain to you how to share access between accounts properties and how to set up your own data streams. But for now, this was it for the overview of GA four. And the next lesson, we're going to dive into the tool. I'll see you there. 4. Creating an Account: So now that we know how the account is structured, let's go ahead and create our first account. So you want to go to analytics.google.com and hit Enter. Now you're either going to be locked into an existing account, or it's going to say, Hey, do you want to create an account. So if you are on the second one, if you're on the screen that says, create an account, just wait for a moment. We'll just get back to you. If you actually jump into analytics automatically, and on the top left here, you see some kind of account, that means you're already locked in. So if you want to create a new account, you want to go to Admin here. And then on the top left, you'll see create and create account. And now everyone should be on the same page. So let's just fill this in. For the account name, you usually pick a business. So for this one, let's just go to beautiful plates, spelled correctly. Then here under the account data sharing settings, don't worry about this, leave everything as is. If you want, you can share a bit more data or share less data with Google. That's up to you. It next. Now, let's create a property. And for property, I usually go with the website. So for this one, it's going to be beautiful plates. Dot shof.com. Make sure to pick the right time zone. So for me, that's going to be Netherlands and the currency will be Euro. Hit next. For the business details, this doesn't really matter that much. Just pick any. So I will be in home and garden, and the business size is small. So for the business objectives, this also doesn't matter. It's just going to give you more or less reports, depending on what you click on. So just click on O and then you'll get all of the reports above. Now we just have to agree with everything that Google gives us. So pick a country, hit Accept, and then make sure to do that until you go to the next step. And that's pretty much it. So as soon as it says start collecting data, you'll see a few options, but you also see a button that says Skip for now. Skip for now we'll take you just straight to the Gaour dashboard. So that's what we're going to do because I have a little bit more to tell you before we actually jump into setting up the data streams. So hit Skip for now and then click Continue to Home. Alright. So now we're in our newly created Google Analytics account. It says here, I can't find any data streams. That's because we haven't set any up yet, but we're going to do that in a future lesson. For now, I just want you to pay attention to the top right here because this is where you'll find all of your Google accounts that you can log into. And if you remember from the previous lesson, any account in GF four is linked to a Google account. So this Google account, ahilbrn.courses@gmail.com currently has three different analytics accounts. All right? So if you cannot find your accounts, first thing you want to check is if you're logged into the right Google account on the top right. And here we can also see the structure. So you'll see Anytux accounts. And if you click on any of those, then you'll see the related properties and apps within this account. So if I clo to Soclos, then I will see the property named Soclos. If I go to beautiful plates, I see a property that we just created. I actually have two because I've had to re record this video. But yeah, just know that these are your Analytics accounts, and on the right hand, are the properties that are linked to that account. And that was it. So now you know how to create an account. Make sure to do this for your business that you want to work on. If you don't have any business, just create a fictional one. Make sure to think of a creative name, but it doesn't really matter. As long as you know how to create an account, you should be good to go. 5. What is Google Analytics 4?: So before we jump right into the platform, it's always good to take a step back and really think about what it is that we want to learn, right? So what is Google Analytics really? So, most of you already know what Google Analytics is. That's probably why you're doing this course. But with all of the tools and options that are available, it can be really easy to forget what the essence is of what you're really trying to do. So what is Google Analytics in short? Google Analytics is an analytics tool that helps you measure website traffic, engagement, and conversions. And there's so much you can do with this tool. So it's really easy to get overwhelmed. That's why it's always good to take a step back. Remember the essence of what you're doing. We're trying to measure website traffic and engagement, including conversions so that you can optimize your website and ultimately grow your business. So why is it important? We all know that it's very powerful tool, but what can you really do? So first of all, A four or Google Analytics, it allows you to collect user data from your website. Then it automatically filters it so it becomes usable to you. Then using this data, you can measure the behavior of users on your site or app with which you can make data driven decisions, and ultimately, you can grow your business. So that's really the core of GA four and what you're trying to do with it. So how does it work? It's actually very simple. You need to install a piece of code onto your website, then this code will automatically collect user data, and it will filter it and send it to Google Analytics four for you to use. Later in the course, I will show you exactly how to install the Gaour code onto your website, whether that's Wordpress, WIX, Squarespace, Shopify, or even a custom coded website. Now, it's important to understand why GA four is called GA four. Why isn't called GA eight or GA two? Well, Google Analytics four or GA four is basically the fourth version of their software. Back in 2005, Google acquired the software company Urchin. Some of you might know UTM codes already, which is called Urchin Tracking Module. Well, now you know where it comes from. If you don't know this, you'll learn all about it later in the course. Then two years later, they rebranded to Google Analytics in 2007. Then in 2012, the previous version was introduced, that was called Universal Analytics. Some of you might still see this every now and then. But then this version got replaced, which is the version we have today, and that's called Google Analytics four. So some of you might have created an account before 2020, which means you have an older version of Google Analytics. The support for this older version has stopped a few months back, so it's important to migrate to the newer GA four version. But I'll show you how to do this later in the course. However, any account created today will automatically become a GA four account, bringing all of its amazing features to you for free. 6. Coming up: GA4 Dashboard: Right, so now that we have our account set up, it's actually time to go into Go, probably what you've been waiting to do. I'm not going to go in depth yet, but I'm going to show you around a little bit. I'm going to show you where the reports are, where the custom reports are, maybe even admin settings because we're all going to go in depth later on in the course. But it's really good to already know where you can find this stuff. So if you're ready, let's get going. 7. Where to find the Resources: So before we continue, I just want to let you know that if I ever talk about resources in this course, I unfortunately cannot attach any resources to a lesson. So if I talk about a resource and you want to be able to find it, you just have to go to the At section here. Then click on Read More, and then I've pasted all of the resources in here. So a lot of the time, a resource is about the support documentation. So you can just go to the support documentation link and just find the topic that I'm talking about. And in other cases such as the UTM tagging sheet, the link is right here. So you'll still be able to find all of the resources in the At section. So I just wanted to mention this. 8. Set up GA4 Demo Account: So let's say you don't have a website or you don't manage any website, and you still want to mess around in the platform and be able to follow this course. Well, we can all do that using the GA four demo account. What the demo account is, it's just a fake Google Analytics account created by Google themselves that's filled with fake data. So we can just mess around in GA four with a little bit of data to play with. Because currently, if you just create an account, but you don't have a website, you will see zero users, zero event counts, pretty much nothing to work with. And for the sake of learning, we do need some data to work with. So there the demo account comes in. So how to access this, there's two ways. If you just create an account, you can just scroll down on the homepage here in Analytics, and it should say try the Analytics demo account. So you can click on Access the account. And then if you scroll all the way down, you should be able to see Google Analytics for property, the Google Merchandise store. There's also a demo account for an app and web data as well as an old Universal Analytics property. But for us, we want to use the GFurPperty. That's just simply a merchandise webshop. So if you click on that, it should take you back to analytics, and you should be in the demo account now. So as you can see straightaway, there is data here. There's actually a lot of data. So the data you see in here, it's all made up, but it will help us to work our magic in the platform and for me to show a few examples when we get to the reports later on. So if you are in your demo account, on the top left, you should see all accounts, and say, either demo account or blank. Note that if you go into another property, you cannot click back in here to go back to the demo account. So what I would recommend is to save the link that you clicked on here. So you can just copy link address and maybe just add it to your bookmarks. I don't have any bookmarks here, or just save it somewhere where you can access it later on. Because we'll definitely go back to the demo account a few more times in this course. So if you don't see the Analytics demo account option here, I'm just going to leave the link to this property to this demo property in the resources to this lesson. So you should be able to find it there. All right. And that's how we set up the Google Analytics demo account. So make sure to save that link, and we'll be using this in the next lesson as well. 9. Switching between demo account and regular account: So one thing I forgot to mention is that it's very handy throughout this course to always have a demo account tab opened, as well as a personal account because some features in the personal account, such as some admin settings are not available in the demo account. However, the demo account will have some numbers and some data to work with that we will not have in our normal account. All right, so that's what we're going to switch between the two throughout this course. So I'm going to try to mention it as much as possible whenever I switch to the demo account or to the regular account. If you're unsure, you can always see it by looking at all accounts here. If this is empty, we're in the demo accounts. If this is filled with a name, we're in a personal Jour account, right? So that's a quick tip on how we can see which account we're currently in. 10. Home: This is the home section. It's the first page that you go to if you go to analytics.google.com, and it's pretty much an overview of some top level metrics in addition to some standard reports. But everything you see here, we should be able to find in the reports and explore section later on. So what this is is just a collection of a few basic reports. You are able to change around a few metrics here. So instead of users, we can select something like key events. And we can also focus on a few different ones. So everything you see in here, all these reports, we are also able to find this in the report section, which I'll go over in the next lesson. So you can just think of this as an overview of some standard reports. You cannot really change this much. The only thing you can do is change a few of these metrics. For instance, if instead of key events, we want to see users, and then you can change the date range down below here. I'm usually not jumping into this too much. It's nice to know the amount of active users, sometimes for testing or for other purposes. Sometimes it's nice to have the recently accessed reports here. If you click away and you do want to come back to that same report, you should be able to find this a bit more quickly in here. And then the next section is suggested for you. If you'll notice that some of these words would have a dash line below this. If you hover over it with your cursor, it's going to say what it is. And you'll see this in the other sections as well, so that's good to know. This suggestion part it's pretty much just what they think is what you want to see. Again, you can find all of these reports in the report section as well. So, in my opinion, why bother scrolling around here? We can just go straight to what you want to see. And then once you have your own website and you have a bit of data, it will also give you insights and recommendations for your website. But again, these are all AI based, and as of current, you're better off just browsing through it yourself rather than listening to everything it says here. The whole point of this course is so that you're capable enough to understand what you want to measure and where you're going to find this, so you will not be needing this anymore. So that's a brief overview of the home section. I wouldn't be spending too much time in here. Usually, I just jump straight to the reports or the Explore section. But for now, it's nice to have an overview of everything in one place. 11. Reports: So the next section on the left here is going to be reports. And this is usually where you'll spend most of your time if you're working in GA four. I'm just going to go over it pretty briefly because there's a whole separate section on these reports where you'll learn everything about the most important ones, the most important metrics, and even how to add custom reports to this page as well. So as an overview, the first thing you'll jump into is the reports snapshot. This is pretty much a copy of the homepage and just gives you an overview of some basic cards. You should be able to see dis comparisons here, which we'll go over in a later section. And yeah, this is pretty much just some basic information. There's a lot to cover here, so I'm not going to jump into this right now, but I'll cover this again in the report section of this course. If we then click on real time, it's the same real time as on the homepage, however, with a bit more information, for instance, you can look at this cool map, which can be helpful. It's usually just to impress your boss to say that, Oh, look at this, there's some live people on our website at the moment. But it could be helpful if you're running like time limited promotional campaigns. For instance, if you're running a 24 hour sale and you want to closely monitor if everything's working and if people are actually visiting your sales page. Could also be helpful for events if you're running a two hour live webinar, and in that webinar, for instance, you post a link to your website, then you want to track kind of how many people are clicking on that link, and sometimes you can even feed back that information back to the host that if not enough people clicked, that the host might be able to promote it again so that you get more clicks. And it's also helpful for picking up on issues, right? If you are in GFOur daily, and normally you have about 30 users in the last few minutes and all of a sudden there's zero, then you'll know that something's wrong. So it can be helpful for a few but, yeah, I wouldn't use it too much. So if we continue, we have life cycle. So life cycle is just the category of these reports. And these are and within life cycle, we have a few subcategories. We have acquisition, which is all about acquiring new users. So it's going to tell you where they came from, which sources they came from. So every section has an overview, and then every section also has a deep dive where you have a table where there's much more to customize here and much more to find in terms of data. So again, I'm not going to go over this right now, but this is what the report will look like. You also have engagement, which should give you information about events or lending pages, pages, and screens, reports that I use on a daily basis as well. And then if you have a webshop and you have ecommerce tracking setup, then you should be able to see your ecommerce purchases here, as well as how many items were added to the card. What's the revenue for each item, as well as some information about the journeys that people will take. Then there's also retention, which is going to tell you everything about the returning users, as well as how much failure you get from each user. So it is really cool to see. Then if you have search console linked, which I'll also explain in a later lesson, you will be able to see what people search for on Google before they came to your website. So that's very cool information. And as well as which pages people visited that came from the Google search traffic. And last but not least, we have user attributes, which will tell you more about the demographics of people using your website. And later on, we'll create custom audiences as well, which you should be able to see pop up right here. So in this demo account, there are already a few audiences created, but we'll be creating our own later on. And then under user, you also have tech, which will give you information about the tech people are using. So if it's desktop, if it's mobile, and then also which browser, which device category, as I mentioned, so mobile, desktop, tablet, even SmartTV, which is pretty new. You can also find information about the operating system and much more. So, yeah, that's pretty much an overview of the reports section. One thing I want to mention here is that we are currently in the demo account, but if you go to a normal account, you should be able to see library on the bottom here. So I'm going to jump into my created account, which is beautiful plates. Go back to reports. And now in the bottom, you should be able to see library. So we'll get into more detail on what this does, but just know that this is where you'll be able to find the custom reports that you will be creating later on. And if you recall when we created an account, there were some selections you can make about which reports you want to see, and they are uptop here. So if you unclicked everything, you don't have the standard reports. So what you can do is go to library and just activate them here. So you hit publish, and now we have business objectives in our reports. And with that come a lot of different standard templates for us to use, right? So very important to know that this library section is here on a normal account, but it's not there on the demo account. Cool. So that was overview of the reports section. And again, there's a whole section I've created in this course, specifically for the reports where we'll go into detail about the metrics about which reports are most important, as well as how to create custom reports. 12. Explore: Let's jump into the next section, which is going to be Explore. So Explore or Explorations pretty much is a different word for custom reports. So in this section, you are able to create your own created reports, modify them as you wish, and then you can even save them. And later on, I'll show you how to also display them here under the report section. So anything you create in the explore section, you can then use and display it here in the reports section. So explorers really just to create custom reports. Now, if you are on the demo account, like I am right now, there's a good chance that your reports will not save, and every time you go back to the demo account, they will be gone. So please keep this in mind if you are planning to create a few custom reports, which we will do in this course. If you're going to create reports, please just go and use your property that you created. And if you haven't go back to the section where we create a property. And even though it doesn't have any data, you would still be able to create your custom reports and actually save them because these will disappear. Cool. Yeah. So again, there's a whole section that I'm going to go through to show you how to create custom reports. But this is pretty much what this section is all about. And here you get a little preview of the different kind of reports that we will create. 13. Advertising: And the final section will be advertising. So this is helpful if you're also running ads and you have your Analytics account linked to these services, they should be able to pop up in here and you get more information on what these ads have done for your business. So in other words, how have they performed? There's some information we'll see about the channel they came from, which could be direct, some organic search, some shopping. We'll go over these sources in a later lesson as well. There's also a little bit more information on the attribution models. So here you can compare the last click model versus the data driven model. Again, this will be covered in a future lesson, but this is where you'll be able to find that stuff. And you can do a more deep dive into specific ads themselves. Currently, this is not working for the demo account. Maybe this one is. Yeah. Here we go. So yeah, you can really see by ad campaign that you're running, what the events are, what the cost per event will be, how many clicks it generated. So really just everything focused on the advertising side of things. Personally, I do not use this too much because I prefer to be inside of the ad platform that I'm using. But this could still be helpful for you if you want to jump in and do everything from A four. But yeah, there's going to be a different section on this as well. This is just a brief overview of what it looks like. 14. Admin: And finally, after these four sections, we also have the admin panel, which you can find on the bottom left. And this is pretty much where we'll change all of our settings related to our GA four property, as well as the accounts. Here we can access the management. So if you want to give someone else access to your account, or if you're an agency and you need to require access from another company, then this is where you'll do that stuff. This is very important if you want to have a successful GA four setup, and there's a whole separate section on the admin panel later in this course, where we'll go over the most important settings as well as how to change your data stream, how to link your Google Ads, for instance, how to exclude your IP address so you keep your data clean and many many more settings. This is pretty much where you'll find all of the settings related to A four. Just go to the admin panel. Again, if you are only using the demo account, I highly recommend creating a separate account just for the sake of the admin settings. So you are able to keep the settings that you change so that in the future, if you create any new accounts, you have an example of what you want to implement here. Great. So now we have a brief overview of all of the sections in GA four. We just create an account. We know the account structure. We know as well how to change our Google account or how to change a property here, and we kind of know where to find everything. So let's dive in to the next section where we'll actually install GA four on our website. 15. Coming up: Installing Google Tag: So now that we know how GF four looks and where we can find things, it's time to install our tag. I see this going wrong a lot of times because sometimes when I go into my clients, back end, I see multiple tags. I see them installed the wrong way, so this is not great. And in this section, I'm going to show you exactly how to install one tag the right way so that your data that comes in is clean. I also tailor some videos to your situation because you might have a webshop on Shop y, but maybe you have WooCommers or WordPress or even Wix or Squarespace. I have custom videos for each situation. Also, if you have a custom coded website. So if you're ready, let's get going. 16. Introduction to Tags: So before we go and install G four on our website, we really need to understand what tags are. So tags are just a few lines of code, for instance, what you see on the screen now. And these lines of code create a connection between your website and the tool that you're installing. If you look at the code itself, you will see that right here on top, it says Google Tag. We use this one for GFOur and for Google Ads. Just don't really worry about what's here below. This is all written in HTML and JavaScript, but you don't need to understand the code itself. The only thing you have to do is to copy and paste it and really understand where you need to add this code. So for instance, tools like Google Analytics, Meda or Google Ads, they're all installed through installing a tag on your website. 17. Create a Data Stream: So before we go ahead and install the tag on our website, we first need to create a data stream. So as a quick recap, we already went over this in a previous lesson. A data stream is just a way to send data to your property, right? So remember, our property is like 80 bucket of data, and we need the data stream to actually send some data to that bucket. So that's what we're going to set up right now. So if you are in your GA four homepage, you can either click to go to Stream setup. But it's also good to know how to create a Datastream if you already have one. So to do that, you have to go to Admin and then on the right here, you should see data collection modification, and you can click here on Data Streams. So because this is a website, we're going to choose web and then type in the URL of our website. So that's where fill plates top my shopify.com. And you can call the name. I actually always just copy and paste this, have it the same as the URL. Make sure that enhanced measurement is turned on. And this is pretty much why G four is so much more powerful than the previous version. It's because it's automatically able to track all of these interactions. So make sure that this is turned on, then hit Create and continue. And that's pretty much it. So now we've created our first data stream. So it's automatically pushing us to install that tag as well. I'm just going to click out of this because I have separate videos on how to install the tag, which you'll be able to see in the next lessons. So for now, this is all we just need to do. We have created our data stream. So this is the measurement idea that we're going to use when we're installing our tags, and we can just click out of this. So, again, if you want to set up another datastream, you just go to Admin Datastreams and then click on AdStream and pick the one that's right for you. If you want to change any settings for the datastreams, just go to the same place and you click on the datastream that you want. And here, there's a lot of options that we can change, and we do want to change a few, but I'll go over this in a future lesson. Let's first install Gour onto our website. 18. Installing Tags on a website: So here's how it works in the back end. So you've got your website. It doesn't really matter if you're using a web Builder or if you're coding it yourself. Pretty much all websites, they are created by code, right? And in this code, there are a few similarities. Any website will have a head tag and a body tag. So here's very basic HDML for you. So this is called the opening tag, and below here, you'll find the closing tag. The closing tag is always recognized by the forge lash. So this means anything in between the head on top and the closing tag here is the code that lives inside of this head. And here you see below the body will open up, and that means that somewhere further on the page, there will be a body closing tag that you can recognize by looking at the forward slash. So why is this important? It's important because we need to install our code in between the head opening and the head closing tags. Now, I'm sure some of you might get very confused. Don't worry. I'm going to run you through all the steps, and it's actually very easy to do. The only thing you have to do is add a piece of code on the website. So for this example, this is a successful installation of Google Analytics tag. So it's also possible to install multiple tags on a single website, right? We have above the Google Tag and below, we have the Facebook Pixel code or Meda Pixel. This means that if you paste this in the correct place on your website, you now have successfully installed GA four and Meda. 19. Three different ways to install Tags on your website: To install JA four on your website, there are a few different ways to do this. In the previous lesson, we looked at how to install the code manually, which means adding a piece of code to your head tag on the website. However, this is just one way to install it. Nowadays, most web builders have integrations that make it super easy to install A four. For instance, on WordPress, you can just download a plugin, and all you need to do is follow the steps and you'll have GAour working. On WIX and Squarespace, you have a built in feature that allows you to connect with JA four and make sure that it's working on the website. And also, there's no need to install any code. And on Shopify, it's as easy as just logging in using your Google account, and that's it. So these are a few examples of how to install Gaour for your situation. If your example is not listed here, for instance, if you're using a web Builder like Insta page or HubSpot, and the example is not listed here, there are tons of tutorials out there that you can just find for your situation. Just type in Google or YouTube, the web builder that you're using, and then how to install GAour. And then using the knowledge that you have now by understanding how the code is implemented on the website, you should be able to follow the steps and make it all work. So there's another way to install tags on your website, and that's by using Google Tag Manager. However, this is a very experienced tool, and you'll definitely need a little bit more coding experience or understanding of HTML. So I'm not going to go into this for this course, and we'll just keep it simple. However, I do have a separate course if you want to learn everything about Google Tag Manager, which you should be able to find on my account. However, for now, simply find the video that is right for you. There will be a few lessons following after this one about each platform individually. So find which one applies to you, whether that's WordPress or Shop of fy and just follow the instructions in that lesson. If your website Builder is not listed here, just make sure to find a video or tutorial on YouTube or Google that's related to your website Builder. Using the knowledge that you just learned, you should be able to install GFOur on your website without any issues. I'm very confident that you'll be able to make things work. 20. Chrome Plugins: So just briefly before we jump into a platform specific guide to install the tag, what we need to do first is install a few extensions, which are definitely going to make your life much, much easier. So at the moment, I just have two extensions installed. I have the Omnibug and I have Analytics debugger. I'll put a link to these two in the resources of this lesson, but make sure to install these two. So what they do, Omnibug is actually a tool to check any event that's happening. So, for instance, if we're going to go to a random website here. Make sure that your ad blocker is turned off. If you have installed Omnibug and you right click anywhere on the page, click on Inspect, you should be able to see the page code. But what also comes up if you click on these two arrows is Omnibug as well as Analytics debugger. So if you click on this and then just refresh the page, you should be able to see which tags are actually firing. So for this website, there's a page view tag that fires for Google Analytics, and there's a Facebook pixel that's also firing. So this will allow you to double check if there's a tag correctly installed on your page, which you're definitely going to need if you're installing Gaour on your website. Now, the second tool is called Analytics Debugger, which also pops up in this view. So if you click on this one, and you start debugging, it's going to refresh the site for you, and it's going to tell you exactly the events that fired. So don't worry about this too much. This is more in the Google Tag Manager course, but this will give you a little bit more information on the tags that fired, as well as the information that comes with that. So later on, when we're installing our events, this is very helpful too. But for now, Omnibug is just the easiest because you'll straightaway, see what is firing correctly. So make sure to install those two. 21. Install GA4 on Wordpress: So this is how you set up GA four on a WordPress website. First of all, you want to go to your website, WordPress Dashboard. So for me, this is just one of the webshops that I've built in the WordPress admin dashboard. Then you want to go to Plugins and then click on Add New Plugin. On the top right, you can just type in code. And what we need is any plugin that allows us to add code to our website. So that could be either code snippets. It could be Wordpress code. They all pretty much do the same thing. Maybe for now, we'll just install a new one, header Food or code manager. Cool. So once that installed, you want to click on Activate. All right, so now we're in the plug in section. We want to find the one we just installed. So header Food or code manager, click on Settings and we want to add a new snippet. Let's call the Snippets GA four tag. Just use an HTML snippet type. The display should be side wide because we want to display it on every single page, and we want the location in the header for this one. So now we need the Snippet code. For that, we need to go back to Google Analytics, and we want to go on the bottom left to Admin in Admin, on the right here, you should see data streams, or it could be on the data collection and modification dataStreams. Make sure that you've added your datastream here. If you don't have one, just check out my other lesson on how to create a datastream. And if you've done so, just click on the Datastream and click on View tag Instructions. And this should give us the code that we want to paste. All right. So I want to install this manually, and it says here, you want to copy and paste it immediately after the head element. So I want to copy this code here or just select all and just copy there. Then go back and paste this right here. Make sure the location is the header, not the footer. And once you're done with this, just hit Save. So now our code is live on the website, and Google Analytics should work at the moment. So in order to check this, what you want to do is go open your website up. So not the admin, but just the main website and go back to your analytics Go back home and just check if there's any users in the last 30 minutes. There should be one now because you are currently on there. There might be a few seconds delay here. You can also just refresh Analytics itself, you should be able to see one user at the moment. Another way to check this is you want to go to your site, make sure you have the omnibug plugin installed. Anywhere on your website, just right click and hit Inspect. Click on the arrows and hit Omnibug then make sure your ad blocker is turned off and refresh the site. And now you should be able to see some analytics tags that are loading in. So currently, I have two because there was already one on here, but one of these is the new one that we just created. So if on your side, you'll see an analytics tag, you know for sure that this is working. Cool. So I hope that was helpful and good luck with your WordPress website. 22. Install GA4 on Wix: So this is how you set up Google Analytics on your Wig website. So you want to go to managed wigs.com. Just go to your own website and Dashboard. Then on the left side, you should see Marketing and then hover over it, click on Marketing Home. And then on top here, you should see Google Analytics. So you want to click Connect to Google Analytics. So I currently don't have a premium account on WIX and you do need a premium account to set up Google Analytics. So what you want to do if you do have a premium account is you want to create a Google Analytics property and a data stream, and then you should get a Google Analytics idea. If you don't know where to find this, you can just go to your Google Analytics, make sure you're in the right property that you created. On the bottom left, go to Admin. Then on the left here, click on Data Collection and Modification. Click on Data Streams. Make sure you have a data stream here. If you don't, just watch my previous lesson on how to create a Datastream. And in here, you want to click on the Datastream that you want to use. And on the right here, you should see the measurement ID. So this is what they mean with the property ID, right? It's the same thing. So you can just copy that measurement idea, go back to WIX and just paste it right here. And that should set you up on WIX with GA four. So make sure to double check if everything works. You can go to home, make sure to refresh your website, wait a few minutes, and check if the users go to one if you're on the website that makes sure that you are doing it right. 23. Install GA4 on Squarespace: This is how you set up your Google Analytics on Squarespace. So what you want to do is go to your Squarespace website and make sure you're logged in. Then on the left here, you want to go to settings. And then all the way down under developer tools, you can click here on external API keys. And here you'll see Google Analytics. So the only thing you have to do is enter your measurement ID. So where you find this is in your Google Analytics, just go to your Admin settings. Then under data collection and modification, click on Data Streams. And here you should be able to find your data stream for your website. If you haven't created one yet, just make sure to follow along my other video, so you create your data stream, but I already have one here. And then if you click on that on the right here, you'll see measurement ID. So just click Copy, and then on your website, you can just paste this right there and hit Save. And that's it. Now your GF four is installed on square space. If you want to double check if that's working, you can either do this by going to Analytics, going to home, and go to your own website. Make sure to refresh both analytics and your own site, and just check if the users goes to one. If that's the case, you'll know it's working. Another way to check this if you use the Chrome extension called Omnibug. So you want to go to your live website. Then you want to go Inspect. Click on the arrows, click on Omnibug make sure that your ad blockers turn off and then refresh the page. And then you should be able to see a Google Analytics tag coming up right there. If you follow along these steps, I'm sure you'll get there, and here we go. Yeah, so if you follow along all the steps, you should be able to get to the same points. 24. Install GA4 on Shopify: Let's look at how to install Google Analytics in Shopify. So what you want to do first is go to your Admin settings in Shopify. So you can just go to admin.shopify.com. Find your store. Once you're inside of this, you want to click on Online Store, then click on preferences. And if you scroll down, you should be able to see Google Analytics. So if you then click on Setup Google and just install this app, it's called Google and YouTube. Now, once you're inside this, you want to connect your Google account at the top. So make sure that it's the same Google account that you have your Google Analytics account under. For me, that's this one. So now, if it says connect a Google Analytics property, either you have selected the wrong Google account, or you haven't created a datastream yet. So for me, I haven't created a datastream, so I'm just going to go back to Analytics. If you already see a property here, just wait for me. So in Analytics, first of all, you can check if you're connected to the Right Google Account on the top right. For me, it is the right one. Then how to create a data stream is you want to go to the bottom left to admin. Then under data collection and modification, click Data Streams. Click on web if it's the website. And then you want to have the URL of your website here. So for me, that is beautiful place sopmshopfy.com. Make sure to remove everything before that. And as a stream name, I always like to call it just the same as the website, so I don't get confused. Make sure enhanced measurement is turned on and then hit Create Cool. So now it's going to ask you to set up a Google Tech or give more options, but we can just click out of here, and we want to click out again and go back to our Admin. So if we now refresh this, we should be able to see the new property. And there we go. So it can see the property that we just created. So we want to hit Connect, and there we go. You've successfully set up Google Analytics four. So now if we want to test this, we can just open up our website, make sure to refresh this. Go back to our analytics and click on Home. We should now be able to see users in the last 30 minutes. If you don't see anything yet, it might be good to just close out of your website and just go back altogether. And let's see if this works. It could be a few seconds delay here. And here we go. So now, it says there's one user in the last 30 minutes, which is me because I am currently on this website. So now we know for sure that this is working. So I hope that was helpful and good luck selling on Shopify. 25. Support documentation: So another tip if you're stuck or if you want to learn a little bit more details about anything related to GF four, it's always a great idea to go to the GFOur support documentation or the Help Center. So the way to do that, if you want to go to support.google.com, fdlash AnalytIS and this will take you straight to the support documentation. Make sure to save this link. I'll also add it in the resources to this lesson because it gives you information on pretty much everything related to GA four, including the metrics, dimensions, where to find some things, how the dashboard works, some common issues as well. So I usually refer to the documentation as well, and I'll also use it throughout this course. But I just thought it would be great if you can find your way yourself. If you're stuck in any lesson or you just want to have more information, this is the first place you want to look, right? Support.google.com fglash Analytics. And here you can find anything that you want to know. For instance, you want to understand the bounds rate. And here you go. GF four engagement rate and bounce rate. So this will give you an explanation about the metric, as well as an example of how to use this and an example on how to add the metric to your report. So yeah, pretty much what you can also do is you can skip this entire course and just read through the documentation from start to finish. However, this will take you quite a long time, and it's definitely less fun of a way to learn. But just know that all of the information that you want to know is usually to be found in the support documentation. 26. Coming up: Reports: Okay, so now hopefully you've installed your tag correctly and you should see some data coming in. Or if you're using the demo account, much easier. You didn't have to install anything, and you can just start with this section right away. Now, this is also really nice section because this is where we actually go into the reports, and we're going to look at what our data tells us. We're going to create the stories from the data and look where we can improve our website. Now, there are few standard reports made by Google themselves, and we're going to go through them because they're perfectly fine. I'm going to show you how to set up filters as well, so we can really pinpoint what you want to measure and just show you around with the basic reports. That's all. Now, it's a lot of fun in this section, so I hope you enjoy it. 27. Report Structure: Let's have a look at one report and see what the structure is like. So on the left, we're going to click on reports. For this example, under acquisition, we're going to click on traffic acquisition. And here we get a view of what a report looks like. So on top here, we have the option to add a comparison as well as to add a filter. But there are separate lessons on this, so I will tell you about that in the next one. And on top right here, we have the date range, which is very important. So standard is 28 days, but you can set this to whatever you want. But below the date range, we have a button here to edit comparisons. But again, I'll go over this in the comparison lesson. There's a button to export the report to Analysis, which is going to move this one to Explore. But again, there's a whole section on Explore, so I will get into that in that section as well. There's a button to share the report using a link, but just be aware, you can only view it if you have access to the property. So you cannot just send the link to anyone. They need access to this GA four property. And then on the right here, we have Insights, which is pretty new. And here is GA four suggesting some questions that you might want answering. For instance, you know, on what days do I get the most users, and then it's going to use AI features to find this information for you. I hardly ever use this, but it could be helpful. If you want to know something that's not in the suggested questions, you can also just look for it in the search bar here. But again, I usually find this stuff quicker by going through the reports myself. Cool. So that's the top level here of the report section. The most reports consist out of a line chart on the left here, as well as a bar chart on the right, and there's a table beneath as well. For the line chart, you have an option to change this from day to week to month. For instance, if you are set to the last 12 months on the date range, it's better to put this one on month because if you put this on day, it will be very hard to really see the trend. So you can either put it on week or month depending on what you have selected in the date range. Cool. Another option here is you can click on these groups so that you only highlight the one you selected. It's not going to change any data here below or data on the right, but it could be helpful if you just want to send a screenshot to someone and just have one thing pop out. All right. So now let's get to the table because the table is really where you're going to spend most of your time, and it's going to give you the best information that you want. So the table has a search function on top here, and what this does is you can search for anything that's displaying here in the dimensions. So, for instance, it's currently set the channel group to the default channel group. And let's say I want to check out number 14 here, which is display. Instead of, finding it here, I can just search for display. Hit Enter, and then it should come up here. So this is really helpful if instead of the session primary group, you actually have the page or the page title because most websites have hundreds of pages and you don't want to be scrolling here through all of the pages manually. You can just use the search function. So besides the search bar, you have the rows per page. Currently, it's set to ten, but you can set it to 100, for instance. And instead of clicking through the pages, you can scroll down to visit everything. So let's put it back to ten. All right, so that's the search function and the pages here. So on the left here, you have the rows, which are indicated by a number. So the first row is unassigned, second row is referral and so on. Then on top here, where you see user sessions, engage sessions, and so on, those are called the columns. So usually you have a dimension in one of the rows and a metric in one of the columns. And in that way, you get some values here in the middle. So, for instance, for paid video, we want to see the amount of sessions. So we can just go through this row, which is paid video, go to the right until we hit sessions here. And then we know for paid video, there were 214 sessions. So that's how you want to read this table. So again, on the left here are the rows, which are usually dimensions. On the top here, there are columns which are metrics. Usually, you can swap them around, and in the middle here, you have the values. So another option here, if you have events on the table, as you can see here with event count, there's an option to drop down and actually filter by specific event. So for instance, if I want to see the add to cards, now I only see the add to card event, which for direct is about 106,000. For email, it's about 12,977 and so on. So that's how you use this table here. And we're going to spend a lot of time in this course, just finding some data, switching things around. So it's really important that you understand how all of this works. As a final thing to mention, if we put this back to all events, there is a way to change the dimension here by clicking on this drop down. And what displays here is dependent on which report you're in. So currently, we're in the traffic acquisition, which shows these dimensions. But if we go to events, and scroll down. It doesn't even give an option, actually. So let's say we go to pages and screens, and here the drop down gives a little bit more options. So this is all the options for the page title, page path, and so on. So do keep that in mind if you are going through these reports. Cool. So for the traffic acquisition reports, we can just click on this dropdown and changes to whatever you want. So currently it's on the default channel group. But let's say we want to check the session source. If we click that, it's going to change here, and all of a sudden our rows are a little bit different. So that's the way to find the data that you want. Then this plus icon lets you add a second dimension. So the session source will be the first dimension, and the plus will be the second dimension. So, we can have a little bit more in depth what we want to find. So let's say we want to have source, and addition we want session medium. Now, you'll see that the source will have some duplicates, but that's because some sources have multiple mediums, right? So Google has Google organic and CPC. So this allows us to instead of just looking at Google as a source, we can just break this down a little bit further and compare organic versus osperCliq. So for instance, we'll see that organic traffic has a little bit more engagement time compared to CoSperCliq, which makes sense, right, because if you click on an ad, you're less inclined to stay. If you found this website on Google, people tend to stay longer on their website. So that's pretty much all you need to know on this report structure. Using this information, we can now look at which metrics of all of these are really important to understand because I'm sure you're not really sure what a difference between user and a session is or a page view or the source. So in the next lesson, I'm going to explain you the most important metrics and dimensions so that you know your way about these tables. 28. Changing nature of Standard Reports: So one more thing on these reports is you might notice that the reports that you see on the left here could be different from what I see. Well, the main reason is because they change quite often, right? These are the standard reports that Google Analytics provides, and they usually make a lot of updates on the so don't worry if you see a few different reports. Usually, you can find very similar ones. Now, if you do want to change these on the left here, here's a quick reminder that on a personal Analytics account, you will see library here. So if you're on the demo account, you won't see it because you cannot change it. But if you're on your own account, you should be able to see library. And inside the library, you can find the reports on the left here. So these are on their life cycle. So let's find life cycle here. And now if you hit it, you can change them. So if there's a report that I can see that you don't, there's a good chance that it's still in one of these here. You can find the report, maybe like traffic, and then you can just drag and drop it in there, right? So I just wanted to mention this 29. Metrics to Understand: So let's look at the most important metrics and dimensions that you're going to be using most in GA four. So GA four has a great feature where if you're inside any report and you scroll down here, you see all these metrics, they have a dash line beneath. So if you hover over this with your mouse, with your cursor, then you'll see the explanation of this metric. So sessions would be the number of sessions that began on your site or app. And then sometimes it has a link if you want to learn more about it, there's also a great tip that if you want more information on anything, there's the Analytics help form. Sorry, Help Center. And here you can pretty much find everything you need to know on Gour. It is very text heavy, so I wouldn't recommend reading everything, but it's nice if you want to just get a little bit more information on a specific topic or subject. But for now, we're going to be happy with just the dash line and just the short explanation that's right here. So let's have a look at the most important metrics. So what I want to do is I'm just going to create a new report, and I'm going to add the most important metrics so that we can go over them one by one. So to do this, I'm just going to go to library here. So, again, if you're in the demo account, then you cannot see library. So for this, you need to create your own property, which most of you have done by now, and you just have to go to reports and then to library. So we're going to create a new report, which is going to be a detailed report and just a blank one. So what am I going to do is I'm going to add the metrics that are most important, and then we can just go through them one by one. So for most important metrics, users is a massive one, as well as sessions views. Bounce rate, engagement rate, average engagement time, fuse per session, event count, and key event. Here we go. So these are nine metrics that I think are the most important ones. And you'll find when you work a little bit more with Gaour that these are the metrics that you will always refer back to. So if you then hit Apply, they will be showing up in this report here. So for the dimensions, the most important ones to focus on are page title page path plus the query string. Host name, Landing page, plus query string here. Source. So there's a few different sources. You have first user source, and you have session source. So we want the session source. Session medium. Session campaign and session content. Just content. Oh, sorry, it's going to be called Session Manual at Content. There we go. Then events name and Defice category. So I'm sure some of you will hear a few and be like, Okay, I can imagine what this means. But some of them, they are probably brand new to you. So we'll go over them and I'll explain them in a second. So if we then hit Apply, we'll now have our dimensions available here, and we have our metrics always available here in the columns. Ooh. So as you can see, the metrics now have a dash line below them. So I'm going to explain them right now to you. So users is the total number of active users. An active user is someone who goes to the website and stays there for a few seconds. It's not including people that land on your website, and within a few seconds, they click away, right? It's only if people visit at least two pages or they are on your site for a number of seconds. Then sessions is the number of sessions that began on your site or app. So how you can see a session is if someone goes to a website, for instance, if I go to beautiful plates, which is not available anymore because my trial ran out, but let's go to another website. This is Dutch, by the way, but just ignore the side. This is just a live website we use it as an example. So let's say I land on this page, then this session is started, right? So I'm starting my session. So if I go to Shop Now, it's the second page I visit, but it's still the same session. If I then click to a product, still same session. So as long as I stay on this website, I am still in one session. But at the moment, I'm one user because it's only me that visited this website. It's one session because I haven't left the website, but there are multiple page views, right? So I start on the homepage. Then I went into the shop, which is another page, another T shirt, which is another page. So there are multiple page views in one session. Okay. So hopefully that's clear. So you will always have more views then you will have sessions. It's also good to keep that in mind. So a view is a number of page views on the website and screen views on an app in the selected date range. So just as I said in the example, a view is the same as a page view. So if I visit this page, that's one view. If I visit another page, that's another view. Visit the homepage, that's an extra view. So this will be three views in one session by one user. So hopefully that makes a little bit more sense. It's pretty easy to wrap your head around it once you start using this. Then we have the bounce rate. So that's the percentage of sessions that were not engaged sessions. So an engaged session, you can click on the link to find more information on this. Let's look at what an engaged session means. Here we go. So an engaged session is a session that lasts longer than 10 seconds, has a key event or has at least two page views or screen views. In that case, it's called an engaged session, which makes sense, right? So if someone really interacts with your website, we could see that as someone being engaged. The engagement rate, sorry, with the bounce rate, the percentage of sessions that were not engaged sessions. So imagine there's five people going through this website. The first two, they just completely click away straightaway. That means that they're not engaged. The other three, they might stay on the page for a few seconds, so at least 10 seconds, or they visit a few different pages, which means that they are an engaged session. So now we have five sessions out of which three were engaged. So we have engagement rate of 60%. Alright. And a bounce rate of 40% because two out of the five left, so it means they bounce. All right, so the bounce rate and engagement rate, it's going to give you amazing information on how a web page specifically is performing. So later on, when we add a few pages here or when we look at the page title, we can see per page how many people actually leave straightaway and how many people engage and continue their session. So really good information. Next up, we have average engagement time. So this is the average engagement time per active user for the time period selected. So that means that anyone who is an active user meaning they stayed on the page for 10 seconds or they visited multiple pages or there was a key event that activated. They are active users. So out of those, we want to know what the average engagement time is because this tells us about yeah how much time people really spend on your website. And it excludes the people that leave sight away. So it's going to give you a great number of the people that actually engage at your site, you know, how long they spend there. Next is View per sessions, which is the number of app screens or web pages, your users viewed per session. So if you recall, from the example, if we go to this website, our session starts. So this is one session. We click on a few pages, so we have a few views now. So what this does, the views per session, is just calculating how many views on average people spend on the website per session. So on average, if people click on three different pages and then they leave, that means that the one session with three views is three views per session, if that makes sense. Of course, this number is never a whole number because some people have four views per session, another one might have three. So the average views per session will be 3.5, if that makes sense. And this really tells you a lot about the website in terms of buttons and the menu, because if you have an average of maybe 1.2 views per session, that means that hardly anyone is clicking anywhere else when they visit the page, right? So imagine a page has one view per session. That means that there's probably no way for anyone to continue to another page on the website. For instance, if we remove this header now and remove this button, and that's the only thing that's on this page, then there's no other way that there's one view procession because people literally can't go to another page of the website. So views procession really tells you a lot about the page content and whether people are likely to click through to another page or not. Then we have event count, which is the number of times users triggered an event. So we haven't talked about what events are yet, but I will handle this in a future lesson. You can see an event as, for instance, someone viewing the page that sends a page view event. But you can set up events however you want. You can set up an event for people clicking a button, people clicking anywhere in header, people starting a checkout or adding their payment information. Those are all called events. So if you've set them up correctly, you should be able to see events that pop up. And then in GA four, you can specify events if you think they are most important, and you can call them key events. I will show you that in the admin settings later, and key events could be purchase, could be add to card, could be some pages that are very important to you. So it's always good to know how many key events fired on your page. I know it's a lot to take in at once, especially if you've never heard of any of these metrics before, but I assure you that once we dive more into the reports, and I'll show a few examples, these metrics will all start to make a lot of sense. All right, so those were the most important metrics that I always refer to. Let's now have a look at the most important dimensions. 30. Dimensions to Understand: Right, so let's have a chat about the most important dimensions. As I mentioned in the previous lesson, I added the most important ones here, so they should now pop up here under the drop down. However, this specific property doesn't have any data to work with because I edit it to a website that I just created and no one's visiting there. So for us to understand these metrics, I'm going to use the demo account here. So again, you have to go to your demo account. If you've saved this in a previous lesson. Then under reports, we're first going to go to engagement and then pages and screens. Right, so let's go back to our report here and have a look at the first dimension. So page title. Let's find this page title here, page title and screen name. There we go. So the page title is the SEO title that you give to a page, right? So if we, for instance, go to a random product here, this page title will be this one, which is ach Thirt something that you probably won't understand because it's Dutch, but you can see this as the page title. So in GA four, you will see this coming up as the page title. The next one is Page Path plus query string. So we can click here and then say Page Path. It doesn't show up here. It says Page Path in screen clause, which is also fine. And here you can see it always starts with a forward slash. That's because this is the page path from a website. So the way that a website is structured is you got the HTTPS. Then you've got the domain name or the host name. And then as soon as the first forward slash starts and the last one ends here, that means that this is the page path. All right. So for the demo account, the page path here is fordlash Checkout. And just be aware that in GA four, it always removes the final forward slash because it doesn't really matter if it's there or not. I will just go to the same website. Alright, so that's the page path. So this is a good way if you want to, let's say, search for a page path that includes shop. We just typed it in, and now we have every single page path that has shop in there. So it's really easy way to find a few pages, yeah, just with one filter. Then the next one is the host name, which doesn't show up here. But as I just mentioned, the host name, it's pretty much the same as the domain name. There's a little bit of a difference, but it doesn't matter for us now. The host name you can just pretty much see as the website and then.com or dot.net or whatever. So if you select host name here, it will say to you in this example, suclos.com. I would just say there. And host name is really important if you have subdomains, right? So maybe there's like you have shop.suclos.com or store or maybe discount or something because you often use subdomains. If you're running like sales or maybe like a Black Friday sale, you would have like friday.solos.com. So, so that's a really important one because you want to filter that out in GA four. So that was host name, the third one here. Next one is the Landing Page plus query string. So for this one, we're going to go to Engagement Landing Page. And the landing page pretty much is the first page that people land on when they start their session. Right? If I Google for this brand solos and this one comes up first, then this is the landing page. But if I, for instance, click on an ad that has this T shirt, and this is the first page that I go to, then this is the landing page. So it's important to understand which pages people go to first on your website because then you can optimize for it. Alright? So that's Landing page. So for this example, the landing page is always specified as the page path and not the page title. So that's important to understand. So a lot of people come in through the homepage because that's just one foward slash means that there's nothing behind. A lot of people come in through this product page specifically. So maybe there's a ad that's running for this. A lot of people come through to the shop family day. So in this way, you can see what the first page is of a session. Next up, we have session Source. I explain the source medium campaign and content the next four. I'll explain them in detail in a future lesson, so I'm just going to skip them for now, but I will show you where to find them. You can find those in acquisition and then traffic acquisition. And here you will see source session medium session campaign. So yeah, again, there will be a future lesson on this because the source, for instance, it allows you where people it allows you to see where people come from, which is really, really important. Therefore, I created a separate lesson on this. You will see it at the end of this section. But that's where to find. So after the session manual ad content, we have event name. Events are, as I mentioned before, just something that happens on your website, and there are a few standard events, but there are also custom events that you can set up. So here we have event name. You can see the page view is the most occurring event with the most event count because this one fires at every single page. So this is a new page view. This is a page view. Wherever you go, you have a new page view. So that's always the most occurring. Then there are a few other events, but again, there's a separate lesson on evens as well because it's really important to understand this. But just know that you can find this under engagement and then events. And the last one is device category, and we can find this under tech and then tech details. And then click on Browser here on the Drop Down and select Device category because this is going to give us information on the device that people are using when they visit your website. So as you can see, mobile is still the most popular, then Desktop coming at a close second place. Still quite a few people that go on their tablet. And then I think Smart TV was recently added, which is, yeah, it's not important for us now because it's only 13 out of almost 60,000, so we can ignore that. But yeah, so I use device category a lot because I want to know how many people are coming from mobile compared to desktop, because the mobile website is often very different than a desktop website, and it's really important to understand which one you should optimize for. Because if 80% of users are coming from mobile and only 20% from desktop, that means that you have to keep mobile in mind when you are designing your website. So it may look great on desktop, but if we look at it on mobile here, then yeah, it might look a bit different, right? Maybe this text is now over this little church here. And yeah, so if 80% of people are coming from Mobile, you want to design with mobile first. I hope that makes sense. Yeah, again, we're going to go through all of these with the examples later on, but just know that this is a very important one, and you should be able to find this in GF. All right. So those were the most important dimensions. Of course, there are more dimensions that we can look at, for instance, the age or gender or maybe operating system platform. There's just a lot you can look at, but these are the most important ones that I always use. So hopefully, that was helpful. And in the next few lessons, we're going to dive into the reports, and we're going to find all of these again and see how they give us some good data. 31. Library & Saving Reports: So if you created the same report that I just did with the dimensions and the metrics, I'm just going to give you a quick tip on how to save this and how to find this in the reports. So as you can see here on the top right, you can hit save, and you can either save changes to the current report or save as a brand new one. So what I'm going to do is save as a new report, and then I'm going to call it common metrics and dimensions. Just hit Save. And now it says here, report saved in library. So if we then go back and we click on the Library, you should see it on top here, which is common metrics and dimensions here. So if we click on it, we open up this report again. We can make changes. But what we want to do is we want to add it to a collection because this here on the left under reports, these are all called collections. So as you can see, life cycle here, it says Life cycle here under Collections. And User is a collection that's also displaying here. The business objectives, they're not published. These are also standard reports, so we can either publish that so it shows up here or we can actually create a new collection ourselves. So what we're going to do is create a new collection and click Plank. Then here we can give it a title on the top left. Let's call this common Reports. As a topic, let's just say common reports again. Woo. So here we can search for reports that we just created. So we can see here common metrics and dimensions, and we can drag and drop it right here under common reports. Then we want to hit Save. So now it's saved to the collection. So if we go back now, we should see a new collection right here, which is called Common Reports, and then we can click on the three dots and hit Publish. Cool. So now we see common reports and then another drop down, which shows common metrics and dimensions. So now we can actually use this report that we just created, and we're just a few clicks away in jumping into this one. So really, really helpful if you want to create custom reports, and you want them to show up on the left here. So that's a very important thing to know. So again, because we are in a property that doesn't have any data, this is not really going to help us right now, but it's really important to know that if you start getting data to your property, then you, of course, want to be able to create your own reports here. Alright, so now let's look at some standard reports in the next lesson. 32. Reports I use the most: So out of the standard reports, this is what I'm using the most. So under life cycle and acquisition, I use user acquisition a lot, as well as traffic acquisition. So the difference between the two is the first one looks at users, and the second looks at traffic, which is usually defined by sessions. Right? So as you can see here, this dropdown, everything is about first user, and then for traffic, it's actually about the session. So sometimes it's interesting to find out what the behavior is of certain users. Let's actually dive into the demo account here for this. So again, we're going to go to acquisition user acquisition. And let's have a look at where people are coming from. So it's now set to the first user primary channel group, which is automatically putting the source in some different categories, for instance, organic search, which could be Google, could be Bing, could also be YouTube, organic shopping, which are Google shopping campaigns or shopping organic paid search, which of course is Google ads or Bing ads, Yahoo ads. And then we have paid other organic social A lot of these things, they pretty much are straightforward. So direct, it's important to know. Direct is when people actually type in the website in the address bar, right? So they actually go to your website.com and then hit Enter. Because in this way, Google doesn't know where people came from. They actually went directly to your site. Another way to do this, if you have them saved in the bookmarks and then you click on your bookmark, it also means that it is a direct source. So very important to understand. Referral is another one that's really important. So referral means that someone else linked to your website and people clicked on that link. So let me just give you one example. Let's say we Google for how to increase website speed, and we just click on a random blog, like from HubSpot. Then inside this blog, there are a few links, right? And some of these links, they might go to a different website. So let's find one that goes to another website. Here we go. So this link here, we can copy the link is actually going to kinsta.com. So it's referring, it's referring from HobSpot to Kinsta. So if someone clicks on this Link, then KinstA they will see a page view in their GF four, and they will see that the source is actually referral because they got referred by another site. So hopefully that gives a little bit of insight into these channel groups. Something else that we want to talk about is the source and medium, but I will talk about this in a future video about UTMs. Let's go to traffic acquisition now, which is another one. So instead of looking at where the user came from, it's actually looking at where the session started. So this could be a little bit different than the user report, if you understand me. So this is where a user initially came from, whether that's their fifth session or their first session or the eighth session, it just looks at the very first time they went to your website and then it checks where was that coming from? And traffic here, which has the session source or the session primary channel group, it looks at that specific session where someone came from. So it's a little bit of a difference between the two, but both of them will kind of give you a good idea of where people are coming from. Then under engagement, we have events where we can see which event got fired, how many times. So again, there will be a separate lesson on explaining events in this section, so keep an eye out for that one. Then under pages and screens, this one, pretty much I use the most because this gives you information per page and then gives you some metrics about that page, right? So again, as I gave an example about the shop, let's have a look at how every shop page is performing. And then I might sort this by average engagement time and see which pages just really are not performing well. So all of these have just a few views. So let's just scroll until we get a few pages with a bit more views. For instance, this one. So forges Canada, Forges Shop, and then under the apparel section, the men's Unisex item, I had quite a few views, but the average engagement time is only 6 seconds. Alright? So the first thing I would do is check out this page and see what's going wrong here because 6 seconds it's not much, especially if you compare it to, you know, the best performing pages. Which have about 41 seconds or even higher 1 minute 27. So yeah, so this really gives you an indication of which pages you probably want to look at and see if there's anything wrong with them. They might load very slowly. They might have been broken. Some links might be broken. So it's a great way to find some information on pages specifically. Then another one that's really interesting to look at is the use per user here. So, the more views per user, the more people click through to Next pages, right? So let's look at what the most views have. So three will be the maximum, but we can pretty much ignore every page that has a few views. I will talk about filters later in which we can filter this stuff out. But let's say this shop family day page has 2.25 views per user. That means that a lot of people that enter through this page, they click onto ANExPage. But the average engagement time for that session is actually pretty good. So my guess is that this page actually links to another page where people can probably check out or put an item into the card. Yeah, that's the views per user kind of in action here. Another report that's important is the Landing page, because we want to know which pages people actually enter when they come to our website. So a lot of people here, they enter through the homepage because they have the most sessions. A lot of people enter through a page that's not set, so it doesn't know which page that is. My guess is that this is an error because it also has zero new users, but 28,000 users. So let's remind ourselves that this is the demo account, and the demo account is not 100% accurate. You probably won't see this too often in your actual GA four account. Yeah, so this is really telling us which pages are people entering. So it's important to understand. For example, there might be one page that specifically is performing really well and people are always entering through that page. Then you want to have a look at the source of that page and just see where people are coming from. So we could actually do this if we just search for this one. Oh, yeah, this is another thing with GA four. It doesn't allow you to copy that stuff specifically. You have to actually right click and select copy. Okay, so shop apparel. Let's actually have one that's unique here. Cool. So this single page, we can add the plus icon and then just look for source. And we want the session scoped source. So again, in my example, imagine this page is getting a lot of people to the website. Then we want to know where they come from, and this is pretty much the way to do that. So now we know that most of them come from direct source. There's quite a lot from Google as well, and there's always going to be a few that has the not set. So you can just ignore that one. So again, this is just an example, but this is really the way that if you work in marketing analytics, then that's going to be how you're going to think about this stuff. Next up, we have monetization. So again, I'm not going to go through the ecommerce section because that's more for AG for advanced course. But just note that if you have monetization setup, and for some platforms, it's pretty easy like Shop of Fi or WooCommerce, then it will appear here, and you will spend a lot of time in ecommerce purchases because you want to know how many items were viewed, added to the card, how many of them were purchased, then how much revenue did they generate. So those are the pretty much the basic reports that I always use on their life cycle. And then Search Console will be a separate lesson. User attributes. I wouldn't spend too much time here. Tech is the only one that's definitely interesting because, again, I want to know which device people are using. So for device category, it's really important to compare the engagement range as well as the bounce rate. So I don't see bounce rate listed here, and we cannot ddt this because we're in the demo report. But imagine you are in your own property, then there should be a pencil icon here, and you should be able to add bounce rate here, because that's a very important one. But for now, we can compare engagement rates, and we can see that people on the desktop are way more engaged compared to people on mobile. This is pretty normal because the attention span of people visiting on mobile is much, much shorter in general, compared to people coming from desktop. So that's one thing to keep in mind. It doesn't always mean that your website is at issue here, so it's good to always compare this to kind of the industry numbers. Cool. But this will give us a great overview of yeah, the difference between mobile and desktop, because I can see that mobile has a bit more users. But in terms of engaged sessions, it's much, much less, right? So it's only when you really go in depth in the details that you will find this stuff because most people would say, Oh, there's just more users on mobile, so mobile is much better. But actually, if you look at the engaged sessions and engagement rate or even the average engagement time, we can clearly see that desktop is performing much, much better. So very, very important information to find here. Cool. So that was overview of some reports that I mostly use, as well as how to really find some information that could be useful now that you understand the dimensions and that you understand the metrics, and you understand how these reports are structured. So now let's actually look at some more features that these reports have in the next lesson. 33. Comparisons, Filters, Customizing: So these reports have a little bit more functionality if we just get out of the demo account and go to our standard account here. Straightaway, we can see that the demo account doesn't have a pencil icon on the top right, and our standard one does. This is because we cannot edit these reports in the demo account, but you can edit them if you have your own property. So let's edit this report here. And under metrics, we can see all of the metrics that are displayed here. And under dimensions, we can see all of the dimensions that are available from this dropdown. So everything about the first user in this case. Then we can also add filters to the report. For instance, if we want only a certain page, we can filter on page path, maybe that contains Shop, for instance, now our report has this filter. Then for the charts, this is the line chart, and this is the bar chart. You can turn them off if you want to have the table or turn them on, and it just looks a little bit cooler. So this report template here means that the report that you currently see is actually linked to a template that's created by GA four. What this means is that if GA four dits this template, for instance, if they add a new metric like refunds, then it will automatically be added to your own report. Right? So any updates they make, they will be changing here as well. So if you don't want that and you want to have full control, then you can unlink from that template. And now it's unlinked, and you cannot link it again. And finally, we have summary cards, and summary cards is just a way to create a card or just a small section of the report and to use that in, for instance, the overview or on the homepage or wherever you want. So there are two created here automatically, but we can just create a new one, and you can add any dimension like the source and any metric, such as engaged sessions, and then click on any visualization. So let's say Barchart and you can add a separate filter here as well. So now this card will be available to use in the overview reports. But yeah, I'm not using this too often. Usually, I just jump into the report themselves. So those are the customization options. And again, as I mentioned before, you can just hit safe changes to current report or save as a new report. That's important to understand on how to edit reports themselves. And then we have some other options where we can dive down into some filtering and some comparisons. So for that, I'm going to go back to the demo account, as you can see the comparison and filter are available for both of so let's go to engagement and Pages and screens report and see if we can add a filter. So if you recall from a previous lesson, I wanted to focus only on things which shop. So you can do that by typing in Shop there. But it's much easier to actually create a filter so that you can just turn it off and on by a click. So for dimension, we need to select what we want to filter. So we want to filter on page path if we're going to filter on which page we want. And if we click on this and then the match type, there's a few options here. Do not worry about them too much. Just think about what makes sense, right? So if we only want shop, we want to have exactly matches, and then type in Shop and click the page that we want. Let's see if it comes up here. There might not be a page for this, actually, because this is the demo account, so I'm not very sure. So let's just go shop and then click New. So if we then hit Apply, we've now created a filter so that everything here, it filters down on Shop Nu. So we can just click on this to edit or we can click the X to get out of there. So it's very easy way to select some filters, it's a little bit more sophisticated than just typing it in here. So a great example for this on how to use this filter correctly is, let's say we want to only see the traffic for mobile. We can do so by adding this filter, selecting dimension, selecting device category, and then it should exactly match mobile. Hit Apply. So now all of this has changed and we only see the views and users and views per user and everything here just for people that are on mobile. So really, really interesting. But we can actually go further by creating comparisons. So if we click away from here, we click on Add Comparison, and then we want to create a new one. There are some standard comparisons here. So, for instance, mobile is already selected, but I want to show you how to create it yourself. So create new, select the dimension device category. The match type exactly matches mobile and then hit appli. So now we created a new comparison, and as you can see, it automatically compares everything between all the users and the one that you just created. So this is really interesting if we add multiple comparisons, right? So we want to compare the mobile ones, maybe to web traffic. So traffic on desktops, hit Apply. And then we might want to get rid of all the users here. And now we actually see a detailed comparison between mobile and website traffic, which is super interesting. We can straightaway see that the average engagement time on the homepage is much higher than for mobile. And this is really going to be interesting if we look at views per user as well, because we want to know how many people actually click through compared to mobile and website. So for instance, on the checkout here, I can see that much more people are clicking on different pages on the web traffic, so on desktop, compared to mobile here. So super interesting to compare the two. And honestly, I could sit here for days just giving you examples of how this can be used, but half of the fun is actually finding stuff out for yourself. And in a later section in the course, I'm actually going to go through real world examples, and there will be a few assignments so that you can actually find this information for yourself. But yeah, this is really where you're going to learn the most stuff is by just messing around and being in the platform, just clicking on a different comparisons, add some filters, adds a second dimension, mess around with it, and that's really the best way to learn all of it. So hopefully this gave you a great example on how these reports are used. We talked about which reports are here, which reports are most used, which metrics and dimensions are important, how to create comparisons, how to edit reports for yourself, how to filter, and just how to really use this table and find the data that you want to work with. So hopefully that was helpful. In the next lesson, I'm going to explain a little bit more about UTMs, and then we're actually already onto the Explore page. 34. What are UTMs: Let's talk about UTMs. UTM stands for Urchin Tracking Module. So remember when Google Analytics first bought the company Urchin in 2005? Well, that's pretty much where it came from. And a UTM is a way to understand where users come from that visit your website. So let's look at an example here. Let's say you've posted something on Facebook about a spring seal that you're running. Maybe you're selling a few new plates. Your post gets a few likes and maybe someone decides to click on it. When they click, they will go to your website where you are selling your beautiful plates. If you then look in your GA four, you will see one visitor to your website. However, there's no information on where this person came from before they arrived on your website. You simply don't know where the click came from. And it's pretty good information if you actually know where clicks are coming from. So this is where UTMs come into play. In essence, a UCM is a bit of extra text at the end of a URL. So in our example, this is the base URL. It's beautiful plates.com forges SHOP. If we then add a UTM link, it becomes the same one, so beautiful plates.com slash SOP with a question mark, and then comes UTM. So in this case, it's UTM underscore, source equals Facebook. This bolt pit right there, that's what we call the UTM string. And again, it's just a little piece of extra text at the end of a URL. This link will send people to the exact same destination as the URL without the UTM, right? So both of those will actually go through to your shop. However, one of them will just have a bit more information. So in GA four, if you're using UTMs, this is what you will be able to see. You will be able to see from the page forward slash SHOP, you will have eight views from the source Facebook. And from the same page, you might have two views from the Instagram source. So this is great information if you want to really know and understand how your campaigns are performing. And UTMs are pretty much essential to any Google Analytics setup. So in addition to just the source, there are other bits of information that you can send through to GAF. For instance, with Facebook, you can post something on your timeline, but you can also run ads through Ads Manager. And for both of these sources, they will say Facebook. However, of course, we want to know the difference between the two, right? So, in addition to source, we also use UTM medium. So this usually is either organic or paid. Now we can differentiate where the source came from, and we can also understand what the medium was, if it's organic or if it's paid. But what if we're running multiple campaigns, and we really want to know which one is getting the most clicks, and that's why we used the third UTM called UTM campaign. Using the combination of these three UTMs, you will know exactly where the clicks came from. There is also another one called UTM term to understand the keyword that was clicked on and UTM content to understand which content specifically someone clicked on. So this could be maybe you have a few campaigns running, and in these campaigns, you have multiple ads. The content will allow you to understand which specific ad was clicked. So these are usually used as well, but for the sake of simplicity, we will just use the three for now. Let's look at a few examples of UTMs. So we could have UTM source being Facebook. The medium could be organic because it's just a post that we posted on our timeline, and the campaign could be Spring Seal. And keep in mind that all of the UTMs always have to be lowercase and make sure that there's no spaces in between, right? So spring seal would have to be spring underscore SEL. Another example could be the source would be Instagram. Our medium would be CPC, which stands for cust per click. In other words, this is just a paid ad campaign, and the campaign could be AdSetUnder score four. A. We might not know exactly what it is, but we'll be able to find this in our meta ad platform. It's pretty much very open in what you add for source medium and campaign as long as it makes sense to you. And the final example could be, maybe we have an email that we send out using Milhim. So the source could be Milhimp. The medium could be email, and then the campaign would be the weekly underscore newsletter. So in this way, we know exactly how many clicks our weekly newsletter generates. Cool. So let's get back to our first example, which was the Facebook post that's organic and from our Spring Seal. If we add these UTMs to the final URL, the URL becomes beautifulplace.com forward slash SHOP. And then the UTM source would be Facebook put an sign if you want to add multiple. So it's question mark UTM source, then the sign UTM medium equals organic, and the UTM campaign equals spring seal. So as you can see, the URL got quite a bit longer here. So just a reminder that shortening the link using, for instance, Bitley or Google, that's okay. UTMs will still be intact. Alright, so let's get back to our very first example, our Spring seal post on Facebook. If you look inside the post, you'll be able to see that we just added our UTM tags to the final URL. So let's say someone clicks on this link now, which still takes us to our shop, we would be able to see where the click came from. And it doesn't stop there. It's even when people click on the link and then proceed to check out and buy something from your website, you would actually be able to see where the sale came from. So this will allow you to really pinpoint where you get the most sales and pretty much if it's worth your money. So again, what we've learned is that UTMs allow you to see where a user came from. It allows you to measure campaign effectiveness, measure cost per click, measure cost per sale, and measure the length of sorry, and decide if it's worth your investment. 35. UTM builder tool & Sheet: So now we know what UTMs are and how we can find them in GA four. Let's look at how we can build a UTM ourselves. So in order to do that, we're going to use the campaign URL Builder by GA Def Tools, which is Google Analytics demos and Tools. And it's very easy here to create a UTM because all we need to do is fill out the fields here, and then it's going to generate a URL automatically. So let's say we are running a campaign specifically for a sweater here. Let's pick one with an easier name to pronounce. Have and sweater. Here we go. So let's say we are running a campaign here. What you want to do is you want to copy the page that you're sending people to, which is the product page in this case. Then we can paste this here on website URL. And now we can add campaign source, medium and campaign name. So for the source, let's say we are posting this on Facebook. So we'll give it Facebook as a source. Let's say this is an organic post. So the medium will be organic, and then the campaign name would be Black Friday because maybe we are running a Black Friday, so Cool. So now here below, you can see that this is a generated URL, and we can simply copy this, and then we have our UTM automatically created. So again, as you just learned, this is going to be the page that you are sending people to. And then when the question mark starts is when the UTM start as well. So the source equals Facebook because we just filled that in UTM medium would be organic, and the campaign is Black Friday. So now if we go to this page, we know that everyone who went here, they came from this source exactly. So let's do another example. Maybe we want to send people through the sale page, so we can just copy this, paste it here instead of the website URL. And now we have the exact same UTM, but this time, people are going to seal. Maybe this is going to be a ad, so it will be paid, for instance, or Cos per click. Let's do paid. And then is going to be the Black Friday Sal as well. So now we have a completely new ARL. This one's going to the Sale page, and we know that anyone who clicked came from Facebook from one of the ads, and this is for the Black Friday campaign. Cool. So now I guess you get to drill on how to create UTMs here. Because some of you might generate a lot of different UTMs, maybe you work for an agency and you are running multiple campaigns from several sources, it can be very confusing which UTMs are already there. So I created a UTM tagging sheet, which I also use on a daily basis, and this is pretty much doing the exact same thing as the URL builder, but it's all done in Google Sets. So again, I'll add this in the resources to this lesson. So the way this works, it's pretty much the same. We just need to copy a URL here and just paste. Then for the source, we can select one of these. If there's a source that's not in here, you can just click the pencil icon and add another item. So let's say this will be a Facebook ad. The campaign would be Black Friday. And now it took the source automatically here. The medium will be Cost per click because we selected Facebook ad. If it's Facebook post, it will be organic, as you can see. And then the campaign will be Black Friday. So it's automatically adding a dash, as well. So it's all UTM friendly. And here will be the final URL. So you can just copy that, and it's the exact same thing as when we use it in the campaign URL Builder. So as you can see, very easy to use. And in this way, you actually have um, you can actually see all the URLs that you're using. So maybe this is a Facebook post. Maybe you're also running Instagram ad for Black Friday, maybe a Linked in ad for Black Friday. So yeah, you get to drill. Now you have all these UTMs in one place, and you can just copy and paste them very easily. And one of the benefits as well is if you're working in a team and you're not 100% sure what the UTM campaign name was, for instance, you can just go to this sheet if everyone has access, and then you can already see if someone created one and what they used for the campaign name. Cool. So very helpful sheet. You can find it in the resources for free, and this is definitely going to help you with your UTM management. So I hope that was helpful. This is going to be the end of the section on the reports. We've learned pretty much everything you need to know about the reports, including the filters, the comparisons, how to edit, but also how to create UTMs, which is a very, very vital part for any market here. In the next section, we're going to talk about the Explorer section where we are creating our own custom reports. So good luck with that. 36. Coming up: Explorations: Okay, so now that we've warmed up with our standard reports, it's time to get into the nitty gritty custom reports. Now, it's a really big difference because the standard reports, it kind of tells you what it wants to show you. But with the custom reports, you are forced to think about what is it that you want to measure? Which questions do you manager or clients have? And how do you answer them? Well, you just build a custom report for it. So if you're ready, let's get going. 37. Explore vs Reports: So before we do a deep dive into the explore section, it's always good to understand the difference between the two, because on the first glance, it looks like explorations are reports, but then reports are also just reports. So what's the difference? Well, the main difference is within customization. So in the report section, all of these are predefined reports, so they were created by someone else. And they are pretty much used as a template. So you can change a few things around, such as the metrics or the dimensions or maybe the date range here, but it really stops there in terms of customization. It also makes it more user friendly and easy to use because you can just with one click jump into a predefined report and kind of find what you're looking for. Was explore, so we will call them explorations. They are a little bit more advanced, and you have a lot more customization. So with this, it's also a little bit more advanced because you have to set up everything yourself manually. So you really need to know exactly what it is that you want to measure. It's really helpful for answering specific business questions, whereas reports are more helpful for getting an overview of something. Alright? So now that we understand the difference, let's look at how we can create our first exploration. 38. Creating an Exploration: So it's really easy to create an exploration. There are a few options here where we can choose a template to start with, such as the user Lifetime, segment overlap, and all of them that you see here. But normally would just start with a blank exploration. So we can just click on Blank to create a new one. There's also a template gallery up here in which we can find some templates that are created by Google. And below here are all the reports or explorations that we have created so far. So again, this is the demo account. So if you create explorations, they might just disappear. If you want to create explorations that you want to keep, you have to go into your own GA four property. So the way we want to create it is usually we start with blank. So let's just click on that. And that takes us into the Explore Builder. On the left here, we have variables that we can add, such as segments, dimensions and metrics. And then from these that you select, you can drag them into the settings here so that they display on the right where your table eventually ends up. So let's try and set up a few dimensions and metrics so that you get the drill of what it is. So four dimensions, we click the plus icon, and this is going to give you all the possible dimensions that we can use for our report. So let's go to page screen and just pick the page path, click on Import, and now this dimension will show up here. So for metrics, let's pick one as well. Let's go to session and then sessions. So now we have the dimension page path and the metric session. But in order to build our table, we still need to drop it into the rows and columns. So for the dimension, let's put this. We want to have this on the vertical here, so that will be on the rows. And then for the metrics, we want to have them displaying beside it as the values, right? So we can put that in values. And now our table automatically gets created. So now we see a list of our page paths, as well as how many sessions for each page path. So that's the most basic table I can probably imagine. There are a few more options, so I'm just going to go through them in the next lesson. 39. Overview of Explorations section: So now that we know how to create our first exploration, let's look at some other options that are available. So besides the standard options here, where we can change the title to our first exploration. And of course, there's the date range here. There's also segments, but we'll go over this in a next lesson. And then, as I mentioned, we have their dimensions and metrics here. But the most important part here is the technique because there are a number of different reports that we can create. If we click this drop down, you can see we have freeform, cohort, funnel, segment, path, and user lifetime. So currently we are on freeform, and each technique comes with their own set of visualization tools. So free form has a table, a doughnut chart, a line chart, scatter plot, bar chart, and the Geomap function. So this allows us to really pick what we would like to see in our report. Then we have segment comparisons, which we can use after we selected a segment here, but there's a separate lesson on that one. Again, there's the rows in which we can put dimensions. There's some options for the rows, how many rows we want to pick. Maybe we want to have 25 instead of ten. There's also an option to nest the rows if you want to specify a little bit further. Then there's the columns option if we want to add some columns on top. Instead of just the rows, we can have some columns. So maybe we can do that by checking. Let's just look for device. And go to device category. And let's put this into columns. So now we can see we have the page path here on the rows. We have the device category in the columns, and then eventually the values are all sessions, we can see desktop sessions for this page or mobile sessions for this page. So in that way, you can specify it a little bit further. Again, you can change the amount of columns and the start column group. Then our values, we can also drop in multiple values here. So instead of sessions, we can put engagement rate or in addition to sessions, rather. And now we have the device category in the column. We have the page path in the row, and we have two different values in the sorry, we have two different metrics in the values here. So now we can see desktop sessions for this page, but also desktop engagement rate for this page. So you get to drill. The more you add here, the more complicated and detailed this report gets. So I would always recommend try to keep it as easy to understand as possible. But there will be cases where you have to set up reports like this, and you just are a little bit overwhelmed with all the data available. But if you know exactly what you're looking for, it's really going to help you. Then for the cell type, we can change this from bar charts to plain text or even heat map. So that's all about the values displaying here. And right at the end, we can also select some filters for the report, but this will be handled in a separate lesson as well. Cool. So now we know all the options available. Let's look at some of the visualizations for the free form. 40. Free Form: So let's look at what free form has to offer in terms of visualizations. So first of all, let me just remove a few things here because it's getting a little bit cluttered. So I just want the page path, the device category, and the sessions here. So let's have a look at the doughnut chart now. So as you can see, if you click on this, the table on the right changes as well. Currently, it's set to break down by page path, and then for the values still at sessions. So instead of showing it on a table view now, we're looking at it as a donut chart. It's actually a bad example because it should add up to 100%, but I'm sure that with Page Path, there's a lot of duplicates, something might go wrong here. So instead of page Path, let's just get device category. And now we can see clear overview of how many are from desktop, mobile, tablet, and then Smart TV and other. So it should always add up to 100%. So that's the doughnut chart. Let's now go to line chart. So sometimes, as you can see, the visualization changes the options down here as well, because doughnut chart doesn't allow us to change the amount of rows or the start row because there simply are no rows. So if we go to line chart, we can actually see a new option, which is granularity, which is kind of what we use in the report section as well. It just filters it by day or hour or week, whatever you want to look at. So currently we have our date range to 28 days, so I would say that the granularity of day is fine with me. But let's say we put this to last 90 days, then all of a sudden, if you have day by day, it can get a little bit weird. Although it's pretty cool that you can now see this spike. So it could be helpful. Again, just messing around will give you some information. We also have lines per dimension. This is not really relevant because we have only one dimension with four different options here. But if you have more, such as page path then we could say we want 15 different pages to show up. But then, yeah, as you can see, it's going to get a little bit crammed down here. So kind of use this as you see fit. Let's go back to device category. And then here, just as we saw, there's an anomaly detection, which is pretty cool. This is still learning, so it's not really going to be consistent, but it's pretty cool to use, right? So as we just saw the last 90 days, we saw this anomaly here. And so if we change the sensitivity, potentially, it might not pick it up anymore. Still does because this is a pretty big one. In one day, there's all of a sudden 342% more traffic. So yeah, it does pick this up. So on the next one, it's the scatter plot in which again, we have a little bit different options down here. So now we have to set up an X axis and a Y axis, and then it's going to put a dot on where the device category sits. So to explain it a little bit more, every single dot is a device category, in this case, because the breakdown is set to device category. So because there's only four devices, we have four dots on here. And it's looking at how many sessions does this dot have on the Y axis. So how many sessions does the desktop have, which is 142,000. And then on the X axis, we have how many events does this have? So currently it's 2.4 million events. It's quite a lot. So this specific example might not give you great information, but it could be helpful if we set up, let's say, instead of a vent count, we could set up engagement rates. So now we get more information on how many sessions, but also what's the engagement rate? Because the further towards the right, the higher engaged people are. But the further up here is the higher amount of sessions. So it looks like the more sessions there are on the page, the more engaged people are. So that's pretty much what we can see here. But again, I highly recommend mess around with this until you find something usable. And as well, just as a reminder, later in the course, I will have a lot of real world examples such as this one, in which I can really show you how these visualizations are put to use in the real world. So that was a scatter plot. Let's now look at the bar chart. It's pretty basic. Instead of the table here, where it gives the number, it's actually translating the number to the length of the bar here. So a high number means a long bar on the bar chart. It's pretty straightforward, right? So again, if we change device category to page path, we will now have a lot of different bars. And then we can say bars per dimension to be maybe even ten instead of five and there we go. So now that changes. So it's Bar hart, and then we have Geomap as well. And as you can see, when I clicked on Geomap, the available dimensions changed here because not every dimension says something about geographic information. The page path doesn't include information about where that is. In order to see that, we would need region or country or city. So currently, we have it down broken down on country, but we can also use region. And in that way, it's going to look at specifically which regions had the most sessions. So California 50,000, Texas, 11,000. You get to drill. Currently, we only see four points, so let's just change the points per dimension maybe to 20. And now we can see that this pops up as well. So this is a little bit more of an overview. So for region specifically, it's not always information that's available. It's mostly in the states and in Canada, where you will see the region difference. But, for instance, if you live in Spain, you might not get all the different regions that are available. Just keep that in mind. And that was Geomap. So yeah, this is pretty cool to give you an overview of where sessions are coming from in this case. You can also look at maybe who has the highest engagement rate. So now it all changes, as you can see. So all of a sudden, there's nothing in the United States anymore. There's way more regions here across South America, across Africa, Asia, Middle East. It's pretty cool to see that even though United States has the most sessions, the highest engagement rates are somewhere else. But just keep this in mind, and you will definitely learn this once you work with the platform a little bit more. Is that we're only looking at engagement rate. So we're not taking into account the amount of sessions, right? So maybe this region here, let me find one which I can actually pronounce numbra. So maybe the region numbra only has one session, and maybe that session is super engaged. So it doesn't really tell us a lot about this. We would have to set up a filter now to say, maybe we only want to see regions with a minimum of 500 sessions, and then that's going to give us a little bit more information on the engagement rate. I'm actually jumping ahead now because there's a separate section on filters. So that was a good overview of the different visualizations in the free form. Let's now have a look at the other different techniques. 41. Cohort exploration: So our next technique is called cohort exploration. So a cohort is like a class, right? You have the graduates from 2012. That's one cohort, or you have the graduates of 2013 or 2014. So you want to compare how the graduates from 2012 are doing in life compared to the graduates from 2013, for instance. So you can do the kind of the same in GA four. So the way to do that is to drop any metric into the values. So let's just grab sessions here. And it'll automatically create this table. So you can see here September 22 until September 28, that means any user that had a session between this time, so in this week in week zero. So that means that 21,443 people had a session in this week. However, 938 had another session the week after, and then out of which 514 and so on and so on, right? So that means that you can compare how people are behaving on the website and you put them into a cohort based on which week they had their first session. So we can also change this to month. So if you look under cohort granularity, we can select monthly. So the reason why this starts on September 22 is because we have this one set the last 90 days. So if we just set this to this year and hit Apply, we will get a few more months here. So the way to read this is anyone who had a session in April, which means 56,000 users, 4,000 of them had another session in a week after. But only 382 had a session in a month eight after this. So yeah, that's December. Right, so just a very small amount of people from these 56,000 had another session eight months later. So what this will tell you it will tell you the behavior of people returning to your website, right? So for instance, in February, we see that 44,000 people had a session, but only nine people had a session three months after, and even four months after zero out of those had another session. All right? So that means that all of these 44,000 people who had a session in February, they just didn't come back later on. So that's pretty much what this tells us. Now, we can look at sessions, but also we can also sort this by, for instance, when people added something to the card. So the coord inclusion is to kind of filter down on all of these people and just make sure that they had, like, another event. So let's say anyone who added something to the card, so now we can see in February, almost 5,000 people added something to the card, out of which 407 then had another session the month after. Alright. So we can also set the return criteria to add to card so now it looks at when someone added something to the card in January, for instance, and then out of those same people, how many added something to the card again in February, right? So one month after January. So yeah, you kind of get to drill now. There's a lot of different ways to kind of look at this data. So on paper, this kind of looks like an interesting report. However, in reality, I really don't use this often. I just don't see any use yet in my experience where I can really use this report. Kind of understand if you might have a summer sale that you're hosting or an event that you're hosting in a certain time of year. You want to see how many of those people, you know, what their behavior is later in the year. But that's pretty much all I can think of. Another note here is that because cookies on websites are slowly disappearing, it's going to be much harder to keep tracking people and understanding that it's the same user, because if you don't allow cookies, then there's no way to know if it's the same user that actually came back. For instance, out of these people here, in month one, there's zero left, but it might just be that over 90% just, you know, declined the cookies, meaning that we don't know that it's the same user. So in my experience, I think this might just disappear at some point. I won't use too much time spending on cohort, but maybe you have a use case, yeah, and you find this really useful. So if so, that would be great. But my advice is to not use this too often. 42. Funnel exploration: So next upp is the funnel exploration technique. So if you don't know what a funnel is, in basic terms, it's just a series of pages on your website that people visit. And it's almost always the same sequence of pages. So, for example, let's just go to our webshop. So close. Let's find an item here. So from this page, if you want to go to the checkout, you usually just add it to the card. Then you go through to the checkout. And then if you fill out your information here and click Place Order, usually you will go to a confirmation page as well. So because this sequence is always the same from product page to card page to the checkout and then finally to a confirmation page, we can call this a funnel. It will be really great if we can find out how many people actually went to, let's say, the card page, but then didn't go through to the checkout or how many people went to the checkout and then also went through to the confirmation page. Because this allows us to get a conversion rate for each of these pages, as well as the entire funnel. And the funnel exploration allows us to do this easily. So how to set this up is if you go down here and look at steps, we can add the different steps of the funnel. So in this case, it would be let's just start with a with the card. So it'd be fog CRD. So we can say this is the card page. And then we want to specify by page path because we are looking at the page path at the moment. And then it should, let's say, begins with card. So again, we are in the demo account. So these steps that I'm using here, they will not be relevant to the demo account, but this is how you would set it up on your own webshop. And the next step after the card will be the checkout page. So we can just copy this here. We named the step checkout. Again, we will specify this by page path, which begins with checkout. And then finally, will be a confirmation page or a thank you page, as some would call it. And you can specify this. And I think for this example, it will be starting with thank you. Cool. So now we have set up our final steps. Step one is the card, two is checkout, and the third one is the thank you page. So if we now hit Apply, we will see a funnel coming up here. So funnily enough, it does give us some information in the demo account, even though these page paths are from a completely different website, but let's just run with this. So at the moment, you can see that step one card is at 100% because it's the first step, so it's only going to count it's only going to count people that landed on this one, which will be all of them. Then the second step only has 33%. That means that one third of the people that went to the card went through to the checkout, and out of those, there was actually no one that went to the thank you page. So it's in 0%. So this gives us an idea of the conversion rates for each page, right? And below here, you also have a table, and you will see completion rate. You'll see the amount of abandonments and then the abandonment rate. The abandonment rate is pretty much the opposite of completion rate. Cool. So now we can see on the left here that our steps are in this funnel. You can change them around as well if you think that people start on the checkout. But there's no one going from checkout back to the card, which makes sense. Then again, we have some more breakdown dimensions. So if you want to break this down by device category, you can also do this. And of course, you have filters here as well. So the way it's currently set up is we only want to see people that first went to card and then went to checkout. And we only want to see people that first went to checkout and then to the thank you page. But we can also select to make this an open funnel here. So what this does, it allows people that didn't first go to a previous step to also enter the funnel. So as we can see, if we turn this off, we have two people in the card, and only one of them went to the checkout. But if we turn this on, we have one person in the card, and 8.3 thousand people, they went to the checkout. The reason is because in a demo account, they're not using card and they're not using this Thank you page, but they are using the checkout. So it's looking at how many people also went to the checkout that maybe came from a previous step. So it says here, new funnel entries, almost everyone, and then continuing funnel entries is just one. So yeah, you can use this if you think that there are multiple ways to go to a page. So for instance, for the checkout, some people might first go to the card, but there might be an option, a button here that says go straight to the checkout. In that way, you want to make this an open funnel so it's going to include people who came from the card, but also people who came from that button. So for the sake of learning, let's just look at another example here because currently we have the step set up as a page path, right? So we looked at the page paths, and then we just filtered them here in Go but we can also use something else. So let's use events instead of page paths. For events here, as you can see, there are a lot of events that are set up and these fire with certain actions. So for instance, the Add to Cart, it fires whenever someone adds something to the card. And the purchase, it fires whenever someone purchases. So instead of looking at the page path, we're now actually looking at the events. So let's look if there's an event for add to card. There we go. And we'll call this step app to card. A new step we'll look at an event that might begin checkout and a third step that might be purchase. So now we created the same funnel. We have a card step, then the checkout step and then a purchase step. But instead of using the page path, we are using the events. So if you hit Apply, and now we can see it's a pretty similar funnel here, but we have a lot more data because we are actually using some events that are set up in the GA four demo account. So as we can see now, we have 100% that added to CRT because everyone's starting in step one. Then 53% of those also started to checkout, and then 40% of the people that started to checkout actually went on and purchased. So what this tells us is that whenever someone starts to checkout, almost half of the people actually go ahead and purchase, which is a pretty high number. And this is something that if you work closely with financial managers or CEOs or some people higher up in the business, then this is really the number that they want you to focus on. Right? Because if you can change this from 50% to, for instance, 60%, that means that you have 10% more amount of purchases in the end. And this could mean that maybe you change a button, color, maybe you change some text around, and all of a sudden you see this go up, then yeah, that's just a small change, but it can mean a lot of more revenue for a business. So hopefully you now understand how powerful this really can be for your business, especially when you look at the ecommerce values here. So hopefully, that was helpful. Final Exploration definitely one of my favorites. There are a lot of different examples I can give you, but this is, I think, the most clear and what you can do with this. 43. Segments Explained: So before we jump into the next technique, which is segment overlap, we first need to understand what segments are and how we can create them. So a segment in GA four, it simply allows you to compare different groups with each other, and a group can be created by setting criteria. So let me give you an example. If we click the plus icon here and we create a custom segment, which is user segment here, we can include anyone who meets this criteria, and we can also exclude people who meet certain criteria. So for example, if we search for device category, and then we want anything that contains desktop. Maybe just exactly matches desktop. So usually, if you click this, it's going to give you the options that are available. So let's click Desktop. So now, this segment only includes people that have the device category desktop. And on the right here we see a summary. So from the users in this segment, which is from April 18 to July 16, there were 123,000 people that fall into this one, which is 62% of all the users. And we also see sessions here. So in total, there were 196,000 sessions that have the device category set to desktop, which is 66.2% of all the sessions at that time. So in addition to the device category, we can actually set up multiple criteria. So let's click the A button and set up another one. So for this one, we could go to General, and let's look at person scrolled. So now we want to see how many people actually were on the desktop and also scrolled to, let's say, 90% of the page. Now we have 55,000 people in this segment. And you can see that this number went down because it's not only looking at the desktop, it's also looking at how many people scroll to at least 90% of the page. And all of a sudden, we're almost down to a quarter of all users. So you can go pretty nuts when including and excluding criteria to create segments. Later, I will show you some real world examples for this as well. But just know that this is the way to create a custom segment. So besides the user one, you also so in addition to user, we can also look at session or event segment. What this means is that one user can have multiple sessions, and if one of these sessions meets your criteria, that means that this user falls into that segment. But if you look at session segment, you only look at the total number of sessions and just look at how many of those fall into the criteria. So one user could have five different sessions, out of which three of them meet the criteria and two don't. In that way, you have three different sessions, but you still have one user. And then you also have Events segment, which I won't go into much detail here because we haven't learned about events yet, but just know that this one's here as well. Then, in addition to the custom segments, we can also use references. References are just a template that helps you build your own segment. For instance, in the general section, we see recently active users. So if we click on this, it automatically adds a criteria in here, which is user engagement. So user engagement is an event that triggers whenever someone is engaged, right? So when they at least visit two pages, when they spend at least 10 seconds somewhere or when a key event happens, anyone in here will fall into this segment, which is currently 43% of all users. So that's just an example of the references that they provide for you. There are also references related to shopping, as well as templates here. And then there's a predictive section. So as it says here, Analytics builds predictive audiences based on behaviors such as buying or churning. This means that GAFour uses AI and uses their machine learning to identify who is likely to purchase in this case, or who is likely to turn. So this will give you information on potential buyers, right? And we can actually, if you click on this, on the top right, for every segment, you can build an audience. And then you can select how many days. So anyone in the last 30 days that have a high probability of purchasing or anyone to a maximum. And the cool thing is, we can actually use this audience to re target in Google Ads. So more on this in a later lesson, we'll explain the link between Google Analytics and Google Ads. But just now that you can build an audience based on a segment. Just one thing for these predictive audiences is currently, it's not meant for small businesses. I will add a link to the documentation in the resources to this lesson because at the moment, there are a lot of criteria before these are able because at the moment, there's a lot of criteria before you're able to use these. One of them being that you need to have at least 1,000 people that purchase something on your website. So again, this is not for small businesses. Cool. So now we know how to build a segment. Let's actually just build a basic one so we can show it in the techniques. So I'm going to click on New segment. Then for the condition device category, and then equals or exactly matches desktop. We can give it a title saying desktop users and hit safe. And now we can see our segment is available here to use. Just keep in mind that segments that you create within the exploration are not usable in other explorations. So you would have to create them again. But for now, we can finally use this in the segment overlap. So I'll explain that in the next lesson. 44. Segment overlap: So the next technique we'll be looking at is the segment overlap. So you should have your first segment now created from the last lesson, and it automatically added it to the segment comparisons. If it didn't can just drag and drop just like you do with the dimensions and metrics here. But because we only have one segment, currently, we can't really compare it to something. So let's just create another one. Maybe we'll go user segment and look for country. And we want to contain anyone who is in the United States. Just said Save and apply. Maybe let's give it a title US traffic or US users. And now, as you can see, it automatically addted it to the segment comparisons. And now we have a beautiful view of the overlap between the two. So we can see in the middle here, these are the users that both came from desktop and also live in the US. And on the right here, we have US users only. So these are people from the US, but they didn't come from the desktop. And then on the left here, we have desktop users only. So these are people that use their desktop, but don't live in the US. And then, of course, the middle part will be the overlap. So this should give you a good view of the different segments. And then, of course, we can change the values from active users to, let's say, sessions and now we can see how many sessions came from US from Desktop and then combine the two, which is pretty cool. So that's the segment overlap. 45. Path exploration: So next up in our techniques is Path Exploration. So Path exploration is a way to set a starting point, which could be a page or even an event. And then you can see where people went to or what actions they took after this. So currently, it's set to event name, but I want to use Page Path. So what I want to do is to start over on the top right. So just click on. Now you can set a starting point or you can set an ending point. An ending point could be a confirmation page or a thank you page, right? So let's say someone ordered something from your website and they end in the same page, which would be a thank you for your order page. Then you can set that at the end point and it'll work its way backwards. You can also set a starting point and then see where people go from there. So in this way, we can see the journey that people take through the website. So let's select a starting point. So if you click on Starting Point, you have the options of event name, page titles, and Path. Let's just select Page Path. Now it's going to give us all the different page paths, and it's ordering them by amount of fuss or amount of sessions. We just need to select our first page. Let's just select the homepage here and see where people go from there. So now we can see that 203,000 events happen on the homepage. But maybe I want to check the amount of users. So let me just switch this get total users in there. So we can see that about 137,000 users started at the homepage, and then you can see here a little bit of a visualization of where they went after. So a lot of them went to another page that's not set, which could be the demo account just being a little bit at fault here. But we also see that about 5,000 people went to the shop apparel Mens page, but also a few people to the shop lifestyle page. There's actually 15 more which you can click on, and it will expand and give you a little bit more information. There we go. So you can see how many people actually go to different kinds of pages from the homepage, which is pretty interesting. Then the cool thing about this is we can click on any of these pages, and it will show where people go from that page again. So let's see the shop apparel Mens page. If we click on that. Now, from this page, you can see that about 1,000 went back to the homepage, actually, but some of them actually go to shop clearance or even a product page. And here we can do the same thing. We can click on a new one, maybe shop clearance and then from all these people, let's see where they went. So a lot of them went to shop Appael Mens again. Some of them went to the homepage. Some of them went through the checkout. So maybe we can see where they went now. And yeah, you can kind of understand the point here. So we can really deep dive into a journey that someone takes through the website. So this current example isn't really telling us much. So let's have a look at the end page. Maybe we can start over. So for the ending point, let's pick page path again. And maybe we want to find something like checkout. So now what we're looking at is anyone who landed on a checkout, where did they come from before? So a lot of them came from the homepage. Some of them came from the account page, some of them from the shop page, and there's a lot more. Of course, the checkout is a page that you can visit through a lot of different pages. Imagine you have about 1,000 products on your website. They might all go through to the checkout. So therefore, there's a big chunk of people who fall into the other category. So let's click a homepage and yeah, you kind of get to drill. So this really allows you to find out where people came from that landed on a certain page. So the Path exploration really is helpful if you understand your website a little bit better because at the moment, we're in the demo shop. So I'm not 100% sure which thank you page they're using. But if you have your own webshop and you know the URL of your thank you page, or you might have set up some purchase events, then it's going to be much more helpful to use this Path exploration. And again, I will tell you all about the real world examples in a later section of this course. 46. User lifetime: And finally, the last technique is user lifetime. So the user lifetime techniques shows how your users behave during their lifetime as a customer. If you're selling products or if you have an app in which you have in app purchases, there is revenue going to be generated from users, and the user lifetime gives you insight in how much value each user gives you. So if we scroll down, we'll see a few new metrics that we can only use here. So let's drag in lifetime value average. And for the rose, let's say first user source. So what this gives us is the very first source that users came in from. So imagine I'm the first time I visited your website is from Google results. Then my first user source is going to be Google no matter how many times I go back to your website, and no matter how many times I use different sources. The very first source that I used was Google. So out of all of these, how much value do you get? What's the lifetime value? For Google, this would be $1.58. And there are a few other sources here that I'm not sure about, but this just looks at how many people came from Google the first time and how much revenue is generated, and it's just going to divide the two. And that's how it gets the lifetime average. Again, really helpful if you have a webshop. If you're not selling anything or you're not generating revenue, then you will never use this. But it would be nice to have an insight in which sources are generally giving you the most revenue. I mean, that's something that any CEO or CFO is just very keen to understand because if you see that users from Bing have three times the lifetime value average, then you know that you can spend your money on Bing and make sure that you get a good revenue from it. So that's just an example here of how to use the user lifetime. And with that, we went through all the techniques. Again, just if you understand what they can all do and understand their biggest strengths and weaknesses, then I'm sure you'll be able to find what works best for you. Usually, I work with freeform as because it allows me to pick different visualizations, and there are just a lot of different options here. So hopefully that was helpful. In the next video, I will talk to you about filters. 47. Filters: All right, so let's talk about filters. So it's pretty straightforward. If we go to exploration and we scroll down on the second bar, we will see filters. So what we can do is we can either drop some metrics in or a dimension, or we can just click on this one and then just select from the ones on the left here. So if we just build a simple table using device category as well as sessions, then we'll see, yeah, how many sessions per device category on the right. But let's say I only want to see this for a certain region. So what we can do is we can click on filters or we can drag region two filters here. And then you want to set a condition. So we want to have a region only showing if it exactly matches New York, let's say. So if you see here, when you click on this empty field, it's already going to give you the options to filter, right? So these are the regions that are available. You can also type this in. So New York, and then you can click on here. So if something doesn't show up, so let's say we type in some random thing. So that means that this is not an option to filter, right, because it just doesn't exist. So let's just go for New York, and then we apply. So now as you can see, the numbers went down because we are now only looking at sessions per device category, where a region is exactly New York, right? So let me just give you another example. We can also filter by a metric. So if we drop on sessions here, and we want to say we only want to see sessions where it's more than 200,000. So if we just look at the table now, we see that the tablet has less than 200,000 as well as smart TV. So if we apply, they should disappear, right? Let's click Apply. And there we go. So now we're filtering where sessions have to be more than 200,000. All right? So this is super powerful, especially if you want to kind of clean up this data already. So let me just give you an example of what I mean, right? So instead of device category, we're actually going to go to page Path and then have sessions per page both. Currently, it's only showing ten rows, but let's click to 500. And now we have a huge list of all kinds of pages with a certain amount of sessions. But what if I only want to see, let's say, pages with sessions 1000-2 thousand? I'm going to just create a filter for sessions, and then it should be more than 1,000. Hit apply dragon sessions again and say it should be less than 2000. Hit the plane. So now we have the exact same table, but we're looking at sessions that are less or pages with sessions, less than 2000 or with more than 1,000 sessions. So now all of a sudden, we have a little bit more focus table. Another great example instead of filtering on sessions is, let's filter on bounce rate. So let's select it here. Bounce rate. Because sometimes I want to see page with a high bounce rate, right? So let's drag this into values so we can actually see the bounce rate per page, and let's remove sessions. And now we want to sort on bounce rate high to low. So now, as you can see, we have a lot of pages that have 100% bounce rate. But of course, these pages only have a few sessions, right? They're not really, it's not really useful for us to look at all of these pages. So what we might want to do is we want to filter on pages with a high bounce rate that also have a minimum of 1,000 sessions, right? So let's drag in sessions here. And we cannot drag it into filter because we have to put into values first so that it shows on the table. And now we're actually able to filter on sessions, right? So just drag it in there. And I want to say, we want to filter on pages with more than 1,000 sessions. So we want to hit Apply. And as you can see now, now all of a sudden we see pages with a high bounce rate that actually have quite a lot of sessions. So what this means is all of these pages, they get a lot of visits because they get more than 1,000 sessions, but they still have a high bounce rate. So these are pages that we want to fix, and we want to see what's wrong with them because apparently, people are leaving quite fast when they get onto this page. So yeah, this is just an example of how you can use filters. And this exact example is actually what I'm using quite a lot of the time when I'm looking at pages where we can optimize. I just filter on a minimum amount of sessions or a minimum amount of users or even views, and then have the bounce rate set from high to low. And now you have, you can give this top 20 pages to maybe like a developer or a marketer or maybe yourself if you do that and just see how you can optimize those pages and yeah, reduce the bounce rate. Hope that was helpful. Filters, you'll definitely be using them. So yeah, now you know. 48. Sharing and Exporting: So there was this section on explorations. I hope you find that really helpful and understand that you can create your own explorations to get a deep dive into the specific data that you want to look for. So they are a bit different than reports. There's also no way to add these explorers to the report section. So they really live here on their own section. There is a way to share them. So if you go into Explore, there is a button here to share with other people. So just keep in mind that you can only share this with people that have access to the same property. So, for instance, for this Google Demo account, I cannot share, but for your own created property, you can actually click this button and then hit Share. So now this exploration is shared with all the users within this property. Another tip is that you can click Export Data and you are able to download it into sheets or any other file format here. Could be helpful in some ways. And the final tip is that there are multiple tabs that you can add here, so you can have a free form as well as some others. And you can just build out a single report with multiple tabs. So hopefully that helps and good luck creating your own explorations. 49. What are Events: So let's finally talk about events. We've seen it quite a few times already throughout this course, such as here in event count or key events, and they're very important to understand because GA four is event based, which means that it's gathering data based on something that happens on the website. For instance, if someone visits a page, so this one, then actually what happens is that an event is firing and being sent to GA four for us to then see in the report. All right. So this is just an example of one event, which is called a page view. And in Gaour it will come up as a view. So if we go to reports, engagement, pages and screens, we'll see views here. All right. So basically what happens every time someone goes to, let's say, this page, it's going to do plus one for the views on this page. And the way it does that is by using events. So let's look at an example here. We are currently on our webshop. So if we just right click and hit Inspect and click on the arrows and click on On the Bug, we will now sue every event that's going to fire on this page. So if I'm going to refresh, we can see that there's a Facebook Pixel view content event, as well as now a Google Analytics page view event as well. So what happens here? It says pageview. That's the name of the event. And on the right here, it's the software that's firing that event. So currently, we have one page view that fired for Google Analytics, which makes sense, right? Because every time someone visits a page, we want to see that page view in our reporting. So that's just an example here. But of course, there are many more events in addition to pageview. You can pretty much specify anything that happens on the website and turn it into an event. For instance, this add to card button here. Now, this is already set up on this website, so it will work. If we click on Add to Cart on the right here, we see that straightaway, there's an Add to Cart event that fired. For Google Analytics. So in this way, we don't just track the amount of page views, but we also track how many times people click on the At to card button for that page. So super helpful information because just imagine that you have 100 different products. It will be great to know for every single page how many times people click on the At to Card button because that will tell you about the most popular products. Now, an important thing to know about the events is that they don't just fire themselves. They need a trigger. So a trigger could be every time someone clicks on this specific button, that means that you have to send button event to Gao. Or every time someone scrolls to the bottom of the page, I want you to send a scroll event to Gao. Maybe every time someone clicks on the Instagram icon, I want you to send a button click for Instagram to Gao. Meaning that all of these events will be collected and will be displayed here under the events report. So hopefully that makes a little bit of sense of how the events work. It's not too important to understand in the back end how they work exactly, but you just need to know that this is how GA four works. So something happens, then an event is triggered, and it sends the data to GA four. That's pretty much all you need to know. 50. Event Categories: So another thing about events that's really important is that some events do fire automatically, and some events need some manual setup. And it's really important to understand the differences because if you know what to track, you of course, need to know if it's already tracked automatically or if you do need to set it up yourself. So for this, we're actually going to the GA four documentation. So I will put a link to this in the resources, and this is going to give you a list of all the events that are possible in GA four. So if you want to learn a little bit more, you can click on about events, and it's going to give you a little bit more information on what I just explained pretty much. But let's look at some of the events that are automatically collected. So if you click on that and scroll down, here you see the event. So that's the event name. Then here it says when it's triggered. And then there are some parameters. Parameters are just extra information on that event, right? So a parameter for the page view event could be the URL or the page path, or even the domain name. All right, so it's just extra information. So with this, now you can read this table and we can see what events are fired automatically. So let's scroll down and see something that's important for us. So there's a lot of events that also just for apps, not for websites. So here, let's say click. So this is triggered automatically. Each time a user clicks a link that leads away from the current domain. All right, so that means that every time you click something, so you click a link on the website that leads away from the current domain, it means that a click event is fired. So if we scroll down, we will see form submit. So this triggers every time a user submits a form. So this could be a contact form or maybe a downloadable thing or subscribe to our newsletter, things that just has form fields and a Form submission button. So as you can see, it automatically recognizes forms, and it will send a Form submit event. And then here you can include a few parameters, such as the name of the form, maybe you submit text, form ID, and so on. Another important one here is page view. So I just mentioned this already every time someone lands on a page, then a page view event is fired automatically. So it says here, each time a page loads or the browser history state, it's changed by the active site. It can become a little bit technical here, but the easiest to understand is just each time the page loads. And as I mentioned, there's a few parameters you can include, such as the page URL here, or the page referrer, which is the previous page URL. So I hope you get the drill here that an event is fired with a trigger and includes information for you to use. So those are automatically collected events or at least one of the few examples. Then there's also enhanced measurement events. So enhanced measurement events, they also fire automatically. The only difference is that you need to turn them on in GA four. Now, it is turned on by default. So if you create a Gaour property, these are turned on automatically. If you want to know how to turn them off or on, you just need to go to analytics, admin settings, go to datastreams, click on the dataStream and then here you have enhanced measurement, and you just need to turn them on. So let's look at a few enhanced measurement events. For instance, we have video engagement events such as video start or video complete. So if you have a video hosted on your website and it's a YouTube embedded video, then it now automatically recognizes when the videos started and when the video is completed, as well as what the progress is. So super helpful if you want to know how many times people view a video in your blog or on your website. So another cool one is File Downloads, which is when a user clicks a link leading to a file of the following types. Pretty much meaning anytime someone downloads something off your website, it will now recognize this and you can see the data on that in Gour. So pretty cool. And this is really where GA four is shining bright because it's automatically tracking these events and giving you information on things that go way beyond just page loads. It's actually tracking scrolls or outbound clicks, how many people use your search bar in your website, how many times people watch a video, how many times they download. So it's really giving you a lot more information on how people are using your website. Next up, we have recommended events. So recommended events are events that you need to set up manually by yourself. So they are not tracked automatically, such as the automatic events and enhanced measurement events, meaning that you will have to set them up yourself. So if we scroll down, we'll see a list for all properties. We have a list for online sales, which are e commerce events for lead generation and for games. So let's look at four online sales. In other words, e commerce events. It says here, we recommend these events when you want to measure sales on your Sider app, meaning it's going to give us more information, not just about the website performance, but also how many sales, how many times people added to cards, how many checkouts were started, right? So it's going to give you a lot more information. And these are actually pretty hard to set up yourself. It can be quite easy if you use a webshop like Shope fi or WooCommerce. But most of these cases, it's not going to be 100% accurate. So again, this is not something I will show in this course, but just know that if you have these ecommerce events set up, you will get more information on the commercial side of your website. So if you are a webshop, I highly recommend to set these up. If you want to learn how to do that, I would highly recommend checking out my Google Tag Manager course in which I'll go through the process of doing this. And then finally, we have custom events. Custom events, it's basically just an event that you create entirely by yourself. Give it whatever name you want and include how many parameters that you want. You can basically just create an event with a name that you decide and also include any parameter. But this is also a very advanced setup and you need a lot of technical skill to be able to do this. So I won't be going into this in this course. So that's pretty much it about all the events. Now, you kind of understand what they are and how they work, as well as the list of enhanced events, recommended events and automatically collected events. So I'm not expecting you to set these up yourself, but you will encounter them in the report. So it's very important that you know all of. So in the next lesson, I will show you where to find these events in GA four. 51. Events in Reports: So let me show you where to find events in GA four. So on the homepage, we can already see an overview here, event count and key events, but this is just top level. We want to deep dive in how many events were fired and what kind of events were fired. So in order to do that, let's go to reports. Engagement and then events. So here we have an overview of the event name, as well as the amount of times it fired and the amount of users that it was fired by. So one user could fire multiple events, right? If I am visiting ten different pages, I'm firing ten different page view events, but I'm still going to be one user. So as you can see here, the most common event name is almost always the Page View event because it fires on every single page. However, we also have user engagement, which is firing whenever someone's on the page for at least 10 seconds. Then we have a few other events such as scroll, which fires when people, you can guess it scroll down on that page. But you can see that there are also a few ecommerce events in here, such as view card, right? So 11 times people viewed the card in the date range of 28 days. But of course, we want to know a little bit more than that. So for the ecommerce events, let's go to monetization and go to ecommerce purchases. So now we can see the item name, then the amount of times it was viewed, in other words, this is just a page view event, how many times this product was added to the card, and then how many times that was purchased, right? In the last 28 days. Let's put it to the last 90 days. Now we can see that this T shirt got viewed 24 times out of which it was added to the card three times, and then it was purchased one time. And then this is the revenue that was generated by that purchase. So with this, we can actually see that out of the 24 people that viewed, only three of them added to the card, which is one in eight. So we know that for every eight page views, one person adds to the card. So it's very interesting. So this gives you a lot of information about which products you want to focus on with your ads, because if there is a product that people added to the card a lot, but it doesn't have many views, that means that it's probably a very popular product. So anyone who does land on that page, it does add it to the card very easily. So that's pretty much how we can find the events here in GA four. It does show up under the events, and it also shows up here under ecommerce purchases. And then they are as well scattered throughout the rest of the reports. So now, hopefully you understand where to find these events and how they work. Again, this is just the tip of the iceberg in terms of events setup and ecommerce events. I can probably build an entire course about ecommerce events themselves, but it's important that you know the basics of it. So now you know. And that was the end of this section on the Explore page, as well as a little bonus section on the events. Hopefully, that was helpful. I really hope you can build out your own reports now and you understand how you can use events as well and how everything works in the back end in GA four. 52. Dashboard - Pages overview: So now that you know all that you need to know about exploration and events, I'm going to show you my favorite and most used reports, and I'm going to build them one by one so that at the end, we'll have a complete dashboard, and we'll have kind of my favorite reports, so you can also use them as well. So let's start by creating a new exploration here. You click on blank. And we're going to start out with a traffic overview because this is usually the most important because yeah, there's a lot of pages on the website, and you do need to know which ones are performing best. So let's just create a report that allows us to see in one glance which pages are performing and which pages might need some adjustments. So for this one, we're going to go and select free form. So we're going to get a table view. So as you can see here, visual visualization table. Then on the left here, in dimensions, we're going to select a few things. So we're going to select page path and query string because this is going to tell us, which page we're talking about. Another option is you can use page title if you find that easier. But in my experience, sometimes the page titles are not set up correctly, so you won't know, you won't know which page you're talking about. So which page path, which is a unique thing, you always know exactly which page you're talking about. So page Path, Sessions. Oh, sorry, sessions would be under metrics. So sessions. Here we go. Another metric is users. So we're going to select total users here. You could select active users. I just prefer total users to get a complete picture. And then another great one is average session duration. And as well as the bounce rate, which is super important. And if you forgot, the bounce rate is, yeah, the percentage of sessions that were not engaged, meaning anyone who came to the page and then didn't do anything, they didn't click, they didn't scroll. They didn't stay there for longer than 10 seconds, which means that they bounced in a way. So the bounce rate is a great way, maybe the best way, yeah, to reassess if a page is performing well or not. Oh, now that we have those, we just need to chuck them in here. So on the rows, we're going to pick page path. And then for the columns, sorry, the values, we want to have sessions. So now, as you can see, the table is starting to fill, and then we're going to just going to drag in the other ones as well. So users average session duration and bounce rate. Boom. Here we go. All right, so what are we looking at now? We're looking at an overview of all the different page paths on our website, in this case, on the Gour demo website. We're looking at how many sessions there were for each of those pages. Then also how many total users, the average session duration. So anyone who landed on this page or visited this page at some point, we want to know how long did they spent in their total session. So this could be across multiple pages. And we're also looking at bounce rate here. So as I mentioned before, this is telling us what percentage of people that landed on this page is actually engaged or yeah, how many people are actually leaving the page. So we can sort this however we want. Usually, I have it by sessions because I want to know what the most popular pages are. But very often, I would also sort by clicking on bounce rate if I'm looking at, which pages, which pages are not performing well. Now with this one, as you can see, pages with low amount of sessions usually have a high bounce rate because yeah, only one person came to this page, and that same person also left without doing anything. So the bounce rate for this specific page is actually 100%. So what I would usually do in this case, I would set up a filter and have it click on sessions. Then I want to see all the pages that I have more than let's say 100 sessions. Cool. And that should filter out all those pages with just one session. So now we have an overview of which pages are yeah, not performing well. So actually, what I'll do is I'll remove this one, and I'll keep this sorted on sessions because yeah, I am showing you in this section what I would do and just my way of doing these reports. And I would just keep this one as it is, and I would just say page overview. Or maybe even pages overview. Goop. And then I would duplicate this one. And here I will do the bounce rate thing. So I will sort on bounce rate. I would add a filter on sessions. I would say any case where the sessions are more than 100, I want to show them here. Alright. Cool. So now we have two really, really powerful reports. We have a report that shows us the most popular pages, as well as, yeah, some stats on them. And we're actually we have a report that show us the least least performing or last highest bounds. Hi spots, right. There we go. And actually, before we continue, we're going to give this exploration a name, which is our full dashboard or just dashboard. And this is what I would use on a daily basis. I would just jump in the dashboard, and I would just check a few pages, probably even changing around the date range, if I want to. But yeah, these are just great ones to start with. So in the next one, we're going to look at sources. 53. Dashboard - Traffic source: So next up, we want to have a report that I use also on a daily basis to see where people are coming from. Because these first two reports are only showing us, yeah, the stats for that page, but we don't know where people are coming from, which is also very important to know. So for this one, we're going to click on the plus icon here. We're going to go for free form again. Make sure this is on table. And for this one, instead of page path, we want to look at session source. So in the dimensions, click on plus and then look for session sources medium. You could also just select source, but I prefer medium because source is just going to say Facebook, for instance, but we still don't know if it's like a post, if it's an ad, if it's just yeah, just a referral. So we're going to go source and medium. Let's first rename this before we build it. So this will be traffic source. And we're pretty much building the same thing. We just want to drag in session source here for row. Instead of page path. And then I usually have the same metrics here. So sessions, total users, average session duration and bounce rates. Now, you might wonder why do you pick those specifically? Like, why not any of the other millions of metrics out here? Well, it's because sessions tell me which pages are most popular, which is very helpful because you want to focus on popular pages and you want to make sure that they're performing. And it's also great data to know, which pages are performing best, and then you can look at why are they performing the best. Maybe they have great content. Maybe if you're running a blog, you want to know which blogs are most popular, so you can create more of that content and get more traffic. So that's why sessions is important. Now, total users is important because you want to know how often people get back to these pages. So if we look at, let's say, pick one example here, Um, I mean, not set, yeah, well, it's kind of hard to pick this one. Let's just show a few more rows. Um, I'm trying to find one where the users are very similar to the amount of sessions. Yeah, I mean, here, this already. So art Analytics, referral and Baidu referral. Both of them have very similar sessions. So you can see that yeah, 958, 910 here. But if you look at total users, the art analytics one has almost half the amount of users. So this tells me that there's a few users coming from the source that are, yeah, visiting the page more often, rather than the people from Baidu, which yeah, they visit the page, you know, less often. This just tells us how many times people go back to the page, pretty much. Because if it's one on one, like it's almost in here, if there's 100 people visiting and 100 users, that means that every user visited it once, exactly. But if there's 200 sessions and 100 users, then we know that the users visit it on average two times. Now, this is on average because some users might visit it, you know, five times and other people might just visit it once. But this just tells us how many people get back to that page. So there's sessions and total users. Now, why do I want to know average session duration? I want to know which pages are leading people or causing people to spend more time on our website. Now, for this one, we are looking at source, but if we just go back to the pages overview and just look at the average session duration. Again, you should be setting up a filter here for sessions, but for the sake of learning, let's just go with this one. So why do I want to know this? Well, it's because I want to know how which pages are causing people to stay longer on our website? For instance, if you write a great blog that has, you know, ten tips for I don't know, cleaning your kitchen better, then if you see that people who visit that blog also spend 20 minutes on your website, that means that that blog is really causing people to stay on your website. Whereas another blog, which might have the same amount of sessions, if the average session duration would be a minute, then that means that that blog is causing people to drop off more. They might stay on that page for a minute. The bounce rate might be great. But if the average session duration is low, that means that that blog is still not kind of helping people to visit other pages on our website. And especially if you have lead magnets or if you're selling products, you want to have a long average session duration. So that's why that one is also very important, and that's why I also included in a, my overview. So for traffic source here, that's why I'm using average esten duration. And then bouts rate, I already covered this. Yeah, it's just basically how many people are leaving the page. So for source, it would be interesting to know which sources are causing people to drop off. But, yeah, you might find some sources that have only 5% bounce rate, which is great or sources that have like 56%, which is not great at all. So yeah, this just tells you which sources are performing in terms of bounds rate. All right, so that's the traffic source report, as well as a bit of explanation on why I'm choosing these metrics. Next up, we're going to create our first graph. 54. Dashboard - Traffic trend: So for this report, we want to see our trend of traffic over time. So we're going to create a new one, and this time, we're going to select freeform, actually, again. But instead of table, we're going to select a line chart. Cool. Let's just rename this and call it our traffic trend. So for the breakdown, we want to look at nothing, actually. We don't want to break it down yet. We just want to see the amount of sessions. So if we drag this in, we're looking at yeah, a trend over time. Also, this white line is just the average here, and I think the blue is just the outliers or the range where this all falls in between. Now, we do have a few options here. I do want to make sure that I am on a longer time period. So instead of the last 28 days for this one, I would like to see um last 12 months. I apply. And now you can see it's kind of up and down. So as I told you before, we want to change the granularity to weak. And then we have a better overview. So now we have first of August last year, up until the end of July this year. And this already shows us a few spikes and aye, a few dips. So it's very important to take all of these with a grain of salt, make sure that you know for your business or the business that you're working on what the trends usually are. So, for instance, in the past, I have worked in the educational scene. So we were selling online courses. Now, there was always a spike at the beginning of the year, so calendar year. So around January, February, March, because, you know, New Year New me, people want to, they've realized something, they want to develop themselves. They want to try other things. So that's a great time for selling online education. So what we usually saw in terms of traffic, we also saw a huge spike in the beginning of the year because that's just yeah, what the trend was for every year. Also, you'll see a dip pretty much always around Christmas. So here as well, December time, yeah, exactly during Christmas. You'll also see a dip in traffic. So also don't be scared of that. If you have an ecommerce store, maybe you'll see increases on Black Friday. If you live in Europe or in America and you'll have summer during July and August, then you'll see a dip in traffic during that time, as well. But it all depends on your business, and it really depends on the product that you're selling. Some products are very seasonal. Think about winter clothing. For instance, you'll only sell those in wintertime and less in summertime. So this will help you this craft to identify the yearly patterns, as well as any anomalies. So yeah, the yearly pants I just talked about, make sure to research those. And you also have these anomalies that G four is also giving you, which are these little circles here. So it's just basically telling you, okay, something really happened here in terms of the data. Like we saw a dip here or we saw a peak here, and it just helps you identify those. Now, these are very obvious, right? It's like, boom, all the way up, boom, all the way down. Usually, it's a bit more subtle. But yeah, it definitely is worth spending your time going back and really looking at the data and thinking about, what caused this anomaly? And how can we either prevent it or how can we make sure, that we get more of these spikes in traffic. Now, this could be millions of things. You could run a promotion. You could run ads. You could have an influencer who all of a sudden mentioned your product in one of their videos, and that's where these anomalies could come from. So if you want to get more in depth, then I highly suggest creating a new report. I would just keep this one as is because this gives us an overview of the yearly trend. But let's just duplicate this. And this wasn't on the schedule for me, but I'll give you this one as a bonus. So let's duplicate this, and we're going to look at traffic trend. By source. Now, here's where stuff gets really interesting. So we're going to break this down by session source medium. And then you're going to see here that we get all of a sudden way more lines. So if we don't break this down, we just get the total amount of sessions and the breakdown allows us to get each line individually by session source medium. So now here we can see the lines individually, and we can see if there's any spikes here that occur on some sources, but not on others. So let's just take this one as an example. The huge spike here. If we hover over this, we can see that, yeah, it just grows with 41%. And then below, we also see the amount of sessions, how many sessions per source for this. So now we check the lines. So we can see a spike in this source as well. So, Google organic definitely increased. We can also see a spike in this light blue one, which is the newsletter. So this tells me somewhere here, we sent out a newsletter which yeah, caused a huge traffic spike. So that also explains why the traffic went up. And we see that some sources don't have this spike at all. For instance, Google ads. So kind of by looking at this, we've kind of assessed that this spike is due to that newsletter. Where is it again here? Due to a newsletter that we sent in August and also due to a spike in organic, which could be because of the newsletter, right? Sometimes, if you inject your website with good traffic, just like, for instance, by newsletter, then you'll also score higher on the organic rankings. So therefore, you also get a spike in organic traffic. Yeah, so this is pretty much how I would be reasoning with these reports. Again, this is super, super powerful. If you want to check trends, you want to check the anomalies and make sure to write all of this down so that you know when the time comes next year that you'll kind of know what to expect. And one of the best things you can do is to be able to predict what the traffic is going to do. It doesn't matter if it's going to be increasing or decreasing. If you can tell your boss, your manager, your clients, yeah, whoever it is, any stakeholder, if you can tell them, hey, I'm expecting a dip in traffic around December. So let's increase our ads or maybe let's decrease the spend because people are not going to be online, then that's really showing your expertise, right? So make sure to write that one down because it's super, super helpful. Okay. So yeah, that's the trend by source. So hopefully this was also helpful. Yeah, again, just trend over time, as well as trend by source, which is great. Now, actually, before we jump into the next one, sorry, but this is just super, super insightful stuff. I know you're going to be using this. Let's just duplicate this once more. And let's just look at the traffic trend by page. Path. Now, instead of source, we're going to break it down by page path. Now, this is going to be spaghetti, for sure because there's a lot of page paths. But in this way, you'll also see which pages are trending up or downwards. So here we see the spike again and we see that pretty much every single page was having this spike. But here, for instance, we'll see a spike in traffic here. But just a few pages, not everyone. We see that this page, which was not set, which is yeah, unknown, had a spike, as well as this page, which was the shop new, whereas the rest didn't have this. So this also shows us, yeah, which pages are performing well compared to others. For instance, here, the homepage just shooting up, whereas the other pages weren't so as much. So something happened here on the homepage that was, yeah, causing more traffic to come to this page. So I could just keep going on about this subject, but this is really where you all bring everything together, all the knowledge that you've had so far. And actually, just to give you one last tip on this, and then I'll promise I'll shut my mouth. I'll give you myself a break. If I see this, if I see a huge increase in traffic to the homepage, for instance, between 20th of April to, like, 25 May, I could go here to this page, page overview. Sorry, to the traffic source. And I want to set this date trange to 20th of April. Where was it? 20th of April up until 25th of May? And then just check the home page. So I'm gonna filter on the page path. Exactly matches. Ford Nash. So now I'm comparing the um, the traffic trend by page path for the homepage. So this spike here, I'm actually looking at, Okay, what Which sources caused this? Alright, so now I've only filtered on this homepage. And I want to see, okay, from that spike, where did the most traffic come from? And I can see it's from direct. So, unfortunately, this is not really helping me pinpoint exactly. But sometimes you'll see that a spike in traffic would actually be because of, you know, another source, like the newsletter, for instance, or, as I said, an influencer posting something. So yeah, this is just me showing you what my reasoning is. So let me just remove this and get this back to last 12 months, and then we are good to go again. Okay, so a bit of a longer video than I was hoping for. But yeah, definitely a lot of value in this, and I hope that you enjoyed it. 55. Dashboard - Event count: Okay, so this one is pretty straightforward. We're just going to create a table, so another free form here. And we're going to check out events. So for dimensions, we want to add event name. And then for metrics, we want to add event count. Cool. So now we're just going to drag in events here and then event count for the values. And let's rename this to event count. Cool. So this is just going to give us an overview of which events are firing, how many times. We are going to break this down as well in the next one, but this is just a simple report that is very useful just to see what events are firing the most. So as we can see, Patew is firing the most because every single page would fire a Pat review event. So this is not strange. But here we do see that the few item list event is firing much more times, like four times as much compared to the few item. So few item list is just a overview of yeah, more items. So, for instance, on here, I'm on shop here, or even I could go to the Sal page. And just see which items are on sale. So this is a view item list event because we are viewing a list of items. Now, if I would click on a single item, this would fire a view item event. So why is this important? Why, you want to know what people are looking at. So in this example, we know that many more people are looking at the lists of items than they are looking at the items themselves. So this tells me that the lists are actually doing quite well, and I am helping people, yeah, by showing them the list of items instead of just the items themselves. Because I could also just show items, you know, like this just separately on a single page. But that might not help. It might be scattered a little bit. So sometimes it helps if you create some lists like blue T shirts or most common seals or, like, most popular or I don't know, categorize them in some ways. So that was just an example of my reasoning again, of what I would think of when I look at these reports. Furthermore, it could be helpful just to have a look at what events are firing in total. So if I'm just going to show a few more rows here, it just helps you understand your website a little bit, which events are firing many times, which are not. So yeah, just a simple report that helps you for this. 56. Dashboard - Event count by page: Okay, so the report we are building now is very similar to this one. But instead of just looking at the counts, we also want to know which pages are firing, how many events and which events. So for this, we're just going to duplicate this. And we just kind of call this events counts by page or by page path, whatever you want. So instead of just having the event name and the count, we're also going to break this down by page path. So let's drag this one into columns. Sorry, I Rose. There we go. So now we have an overview of which event fired and then also which page it fired on. We could also change these around so that we'll have the page both first and then how many events fired. This could be super helpful if you want to look at which pages are causing, yeah, a lot of events to fire. Now, for instance, if I want to check filters and want to select an event name, which might be maybe select item. Let's see what this does. Yeah, this one would be great. So I just selected a filter. Now I'm filtering only on the event name, select item. So this just tells me which pages are causing people to select an item. So for instance, in this shop, these are all pages that list multiple items, for instance, on the sale page. So this sale page is listing multiple items. So if I now select this item, then the event will fire select item because I have selected. So what this does is it tells me, yeah, which pages are causing people to look at items. So this just helps me which pages are performing quite well out of these. Another one could be event name matches and then have look at few items. And this will tell me which items are getting viewed the most. So this product lifestyle Android classic plushy is getting the most item views out of all these products. So that's also very helpful information. So yeah, I'm going to deselect this filter here because I just want to have the event count by page. And like this, I just have a overview of which events are firing on which pages. Now, you do want to scroll and dig around in this data a little bit to find some useful findings, but for me, this will be enough for now. 57. Dashboard - Geo Map: So another one of my favorite reports to make and to use when analyzing data is the Geo Map. So for this one, we're going to create a new free form, and then here under visualization, we want to select Gomp. So this is going to give us a map of the world as soon as we drop some values in here. So for values, let's just go for sessions right now. Just look at popularity, and boom, here we go. So now it automatically created this world map, and currently we see ten of these blue dots because it's currently set by country. So here under Geo Breakdown, we'll see that we're currently looking at country. But if I would select city, then it's just going to show the top ten cities here. But look at what happens if I change the points per dimension, which I would highly recommend let's change it to 30. Now all of a sudden, we have the 30 biggest cities in terms of sessions. So if I change it to 50, then of course, more cities will pop up. Now, why is this useful? Well, if you are running area specific campaigns, for instance, you're running a Google Ads campaign and you're only targeting specific regions or cities, then you want to know what the differences in city are. So for instance, if I see right now, let's just actually create a filter here to make it more clear. So let's filter on country and we only have the United States. So now we're going to get the 30 biggest cities just in the US. Now, if I would, for instance, change it back to ten, and I need to assess which cities I am considering running ads to, then this would be my answer. I would go ahead, go up to my manager, and I would say, Hey, I think we should run some ad campaigns here in New York, for instance. Did you know, we actually have a lot of traffic coming from Aspen, as well as Los Angeles or San Francisco. So yeah, you would use this to say, Okay, let's maybe create a campaign here, or let's look at other advertising options for these regions. Now, it does work usually with other countries as well, but not all cities or regions are included here. So let's look at Australia as another example. Oops. Let's filter by country, and then look for Australia. Okay, so it doesn't show Australia here, unfortunately. Let's see if we type it in, then we get Australia. So now we should see the top ten cities for Australia, which also works just fine. But if we look at the Netherlands, which is where I'm from, then it sometimes doesn't work because the cities and the villages or towns, they are very close to each other. So sometimes they connect to the same server. So Google might not know exactly where people come from. So let's look at if this works here. Exactly matches. Another Oh, sorry, I'm looking at city. Let's filter around country. Boom. It apply? Cool. Alright, so it looks like it kind of works. Not too much data here. But yeah, this was just an example. Sometimes you might see that the closer you get, the more you zoom in, the less it's able to actually give you specific data. So just keep that in mind. But yeah, for this example, I would also look at this graph or look at this map and yeah, kind of conclude, Okay, our biggest sessions are coming from Amsterdam, the Hague and Rotterdam and UTrek probably. But yeah, also a lot from Nimegen Eindhoven. So I would probably run some ad campaigns, yeah, targeted around this region in Amsterdam, or maybe run some offline campaigns as well, because we'll know that yeah our visitors are over there. Now, another thing you can do with this is instead of sessions, we pick metrics. And let's see. And we'll select items purchased or maybe just purchases. And now we actually get a map of sorry, I'm still uh, I was still filtered on the Netherlands, which apparently had no purchases. Now we get something more interesting, which is the amount of purchasers categorized by city or categorized by region even. So if we just check country, now, this is super, super helpful information for any manager or yeah, anyone who takes any business decisions. You could say, Well, we actually have a market in Hong Kong because Hong Kong is one of our top ten countries that we have purchases or even Taiwan, which, yeah, Taiwan has more than Japan. So even though you might feel that Japan has a bit more yeah, probably a lot more people living in it or maybe a higher GDP. You could still now argue that it's better to maybe advertise in Taiwan because it has more purchasers. So yeah, this is really why I love this Geomap and this will only be helpful if you are, you know, selling internationally. But I know there's a lot of people doing this course that are selling digital products, and for you, it's definitely helpful because sometimes you really don't know where people are coming from that buy a product. And this will really just tell you. Yeah, Geomap definitely put it in here. So let's just do let's just call it Geomap because it's the only one here. Yeah, definitely one of my top five most use reports if you're selling internationally. 58. Dashboard - Ecommerce overview: So for the following few reports, we're going to go into some ecommerce settings, which I know for all your web shop owners or managers is going to be the interesting part. So let's create a free form and just keep it on table. And we're going to select some ecommerce dimensions and metrics. So for dimensions, let's look for item, and select item name. By the way, if you ever want to just look at some more dimensions and you're not sure which ones to pick, they are categorized here. So if you're looking for ecommerce, yeah ecommerce dimensions, then just look here. Just click there and here's all your ecommerce events. So item name, let's just drag this into rows. And for the metrics, let's go for item feed items viewed, items purchased, and then gross item revenue. Because we do we want to be making money on a webshop. Alright, so let's call this ecommerce overview. And let's drag in the metrics. We just added. So items fewed items purchased, and then the revenue. Now, straightaway we have a perfect overview report. Oops. Um, we have a great overview report here that is just showing us which items are selling the best. Just simple, straightforward. How many times were they viewed? How many times were they purchased, and then what's the revenue? Now, it looks like there's a little bit of a discrepancy here because how can you purchase more items than view it? Sometimes it's the case that the item view event doesn't fire in some cases. So for instance, let's go to the shop. A lot of web shops, they have a button that is just saying like, buy now or add to card, and then you straightaway go to the card. So the item view event, it only fires if you actually view the item page, right? But if you skip that page and you straightaway go to checkout or to adding to the card, then you're not having this item view event. But if you end up purchasing, you do get an item purchased event. So that's pretty much the reason why there's this bit of discrepancy here. So also great tip, if you are creating a conversion rate based off of these numbers, for instance, 100 items sued and then one purchase, you would say, Oh, that's a 1% conversion rate. Just keep in mind that that will not be the case if you have a buy now or a two card button that's not on the item page. Alright, so just please keep that in mind because I've had a lot of clients who made that mistake, and they think their data is not correct, but actually it's because yeah, they didn't really understand the way that the events fire. So this is why that stuff is really important to know. Cool. Anyway, this just gives us a great overview of, which items are converting well. So we could increase these rows to 50, maybe even check which ones generated most revenue. And yeah, this is just a great overview. That's why I call it ecommerce overview. I'll probably check this every day to see how everything's performing. Now, this is a interesting one, zero items huge and 2000 purchases. So maybe this item doesn't have an item page or maybe there's something wrong, worth having a look at, but my guess is that this doesn't there's no way to go to the page of that item. Cool. All right, so that's just the ecommerce overview. In the next one, we're going to check the ecommerce sources. 59. Dashboard - Ecommerce sources: So for this one, we're going to create a report that's going to allow us to see where the sales are coming from. Because in the previous video, we just created an overview of which items we're selling, but I also want to know which sources are selling best. So for this, let's just duplicate this one. It looks like we hit our maximum number of tabs. I knew this was going to happen, which is very unfortunate. So instead of this, let's just go back to Explore and create a dashboard V two. So let's just rename it dashboard V two or dashboard, more like part. Good. Let's select the same dimensions again. So instead of item name, we want to have session source. Session source medium. And for metrics the same one. So its items viewed, items purchased, and then gross item revenue. It's funny. It's always reminds me that it's like a disgusting item revenue, you know, like, growth. Anyway, it's just my brain. So let's just drag these in here. Items used, item purchase, and this disgusting item revenue. And let's call this ecommerce sources. Good. Now, it looks like I made a mistake instead of columns. We should put this on the rows. Otherwise, it goes from left to right. Now it actually goes top to bottom. Okay, so now we have an overview of item revenue by source. So let's just show a few more rows here. And sort this on item revenue. Cool. So yeah, straightaway, we can see the majority of revenue is coming from a few different sources. And there's a lot of, like, smaller sources that aren't even generating revenue or are just generating, you know, not much. Now, one thing we could do here, just to give a bit more perspective is add sessions. Because this allows me to see, okay, how many sessions were there and then how many items were viewed from that session or how many purchases. Because sometimes you'll see that even though a source doesn't have many purchases, if it also doesn't have many sessions, then the conversion rate is still high, right? So, for instance, the sts.google.com referral, we can see 202 sessions, but also 45 items purchased. So almost one in four people coming from this source is buying something. Now, that's great, you know, because one in four is amazing. That's like 25% conversion rate. So if I would see this, I would just say, Okay, let's go hard on this on this source. Like, whatever this was, let's just look into it and see if we can spend more time because apparently, people that come from the source, they are buying really well. Now, it might not be a lot in terms of revenue. It might just be like less than 1% compared to the total, but you're just looking at where do you want to grow here. This just tells us, Okay, what you know, what's the data showing in the past. But from this, we are looking at what do we want to invest in? So in my opinion, we should invest in this source. Newsletter May also is doing really well, about 20% conversion. So I would say, let's just, you know, keep on going with these newsletters. They were performing a lot better than the newsletters in November and October. Actually, much better than the newsletter in July, as well. Here in July, it says zero purchases, and the one in May has 93. So based on this, I would go to, you know, whoever created these newsletters, and I would say, Can I see the May and the July newsletter and just compare, you know, what's the difference here? Because apparently one is generating a lot of revenue, and the other one is generating absolutely nothing. So very important that you have this report because you want to look at which sources are generating revenue. Now, you'll always have these direct none, and you'll have the not set, so just keep that in mind. Like, if this is the biggest source, like direct none, in this case, if that's the highest amount of revenue, I would spend some time looking at if you can set up UTMs much better or just look at, okay, which, why is this, you know, such a big chunk of my revenue? See if you can fix that up a little bit. There are some great tutorials out there, which you can kind of reduce this. But yeah, you'll never be able to get it, you know, to nothing. So this will always be a thing. So try to focus also on the sources that you do know. For instance, it's Google Organic and Google cosperCliq. So, yeah. Great report just to get you an overview of which sources. And as you can see, already just from creating this report, I had two or three actions that I want to take to see if we can grow some more revenue from these sources. So hopefully, you kind of get to drill here and definitely one to keep in your reporting. 60. Dashboard - Ecommerce Funnel: So next up, we're going to create probably a super important one, as well. And I think one of my favorites is we're looking at the funnel of the checkout process. So if you don't remember what a funnel was, it's where you start out broad. So you start out on like a homepage or a shop page. You have all these options to select items, and then with every click, you keep going to the next step in this funnel. So now the only option would be to add to card. Then we are viewing this card. And we can go through the checkout, which is one step further in the funnel, and then finally, we can place the order, and then we have made a purchase, which is the last step of the funnel. So we want to know where people are dropping off in this funnel and we want to know the conversion rates between, you know, viewing an item and then how many people are adding to card. So in order to do this, we are creating a new report here, and we are looking at funnel exploration. So hopefully you kind of remember from the video on funnel Exploration, I'll go over this again while I create this report. So for the first thing we want to do is we want to select a starting point. So here under steps, there's a pencil icon here. You click on that, and we want to select our first step, so our starting point. Now, if you remember from our events lesson, every step in the funnel is firing a specific event. So let me just bring up the hoops. Let me just bring up the omnibk again, the magic tool. So if I refresh, then we're just looking at this page view. If I now click on an item, now, I've selected it because I clicked it, and there should also be a few item events coming here. Let's see. So there's three page views. Sorry, three events. So we have the pageview. We have a few item list because down here is a list of items, and we have a few item. I wonder if I can, yeah, make this a little bit bigger for you. Because it's getting a bit small here. So yeah, we have the page view, which fires on every single page. We have a view item list, again, because there's a list of items down here, and we have a view item event because we are viewing this singular item, right? It's a product page. Okay, so we can start with this one with few item because this is kind of the start of the checkout process. So let's just go back to analytics, and we're just going to call this view item. Now, this should fire or we should track this only when an event fired, which is view item. Cool. So that's the first step. It's whenever someone lands on an item page. Now the next step, let's look, is going to be if we click Add to Cart, the next step in the funnel. And yeah, not surprisingly, it fired an add to card event here. It fired it, of course, before it loaded the new page because it recognizes when we click on that button, but it doesn't matter as long as it fires. So yeah, next step in this is we clicked Add to Cart. So step two, add to card, which is the event add to card. Cool. Next up is, well, we also have a few card events, as you can see. So in this webshop, if you click Add to Card, it's automatically going to the card. So I always know this is going to be next step, right? But some webshops you can add to the card, but it just stays on the page, or it might return to some other page. So in that case, you might want to add another step that says a few card. We could actually do this, but it's probably going to be it's probably going to be yeah, for my webshop, it's going to be useless because for every add to card event, I know it's always going to fire a few card event. So but since we're in a demo account, I'm not exactly sure how this is set up on their end. So let's just go with this. Few item, add to card, and then few cards. So for events, few card. Now, next up on my webshop is you know, the option is through the checkout. So if we click on this, let's see what fires. So here we had the view cards, and now we have the begin checkout event. There we go. So as you can see, there's a lot of other pixels firing because, of course, there's more things installed. But luckily, we can see a begin checkout event here. So our next step is begin checkout. Here we go. And then the final step is to place order. So there is another event that might fire when you put in your payment details, or sometimes it has, like, a form start here because this could be considered a form. But for simplicity, let's just Oh, here we go, as I talked about it. We don't really want to know this. Like, you would only do this if you're interested to see, okay, how many people came on this page, and how many of those started the form. But I'm more interested in from the people that came on this page, or sorry, from the people that went to this page. Sorry for that. How many of those placed the order. So how many of those purchased? I'm not going to, yeah, click Place Order because then I will buy some random random sweaters for my own webshop. Yeah, just know that the next step is going to be purchase. So we add a step here. Step five. Purchase. Events, and then purchase. Cool. So now we have our complete funnel. We start at the view item page, then we add it to the card, then we view the card, which is for my webshop unnecessary, but for the sake of learning, it's in here. Then after we view the card, we start with the checkout, and then after this, we purchase. So this is the shopping funnel, let's say. Now, you could also give some options here where it is directly followed. You would do this only if you know that there's only one way to arrive to the next step. For instance, if you have a checkout here and you have a purchase after this, if the only way to get a purchase event is by going through the begin checkout, then you would say, This is directly followed, okay? However, sometimes you have like buy now or like a quick checkout or like, how do you say, like Apple pay or Google pay, then you would just skip the entire checkout because it already has your information, and you would probably go from like few item to purchase. So if that's the case, if there's more ways to arrive yeah, to a step in this funnel, then we just keep it indirectly followed by. So I would just always keep it on his indirectly followed by. Cool. So if we now hit Apply, we should have our beautiful e commerce checkout funnel. Here we go. So yeah, if you remember from the funnel exploration video, this is just showing us the percentage of people that went from this step to this step and then how many people, you know, abandoned. So we started a few items, so we have 100% here. And then we have 28.7% of those that also went to add to card. So I know that from the item page, I know that this conversion rate from this page to adding to card is 28.7%. Sorry, my cat's just scratching the window so. Hopefully, I'm not sure if you can hear this, but it makes a funny noise. Yeah, so we know that the conversion rate for the product page is 28.7. Now here's where things get funny because add to card and view card are not always yeah, not always the next step. So, in this case, is 73% from the people that add to card. They also went to FewCard. So this tells me that there's a lot of people that, you know, if you click AT Card, then you automatically go to Vw Card. On my webshop here, this would probably be 100% or like, close to 90 because the only way to go to the card is by adding something or by clicking the card button. So, yeah, just keep in mind that it's really important to understand the checkout process on your own webshop and just really understand which events are firing at what point. Okay, so from the few card to begin checkout, we have 72% as well, which is a great number. Just telling me that, you know, almost three quarters of people who are viewing the card, they're actually going through to the checkout, which is nice. And then 45% who started the checkout actually went up and purchased, which is an insanely high number. This is yeah, usually, this is not going to be that high, so please don't be disheartened when your webshop doesn't have this high of a number. Keep in mind this is a demo account, so this is going to be fake data. But yeah, in my experience, the purchase checkout rate, like from beginning to checkout to purchase, is usually not 45. It's more like ten or 20. But yeah, it's a great practice to kind of try to keep that number high and see if you can change some things in the checkout to see yeah, if you can optimize it a little bit better. Because, for instance, if this is 1%, that means that only one people in 100 that arrive on the checkout page is actually purchasing. So that means that you have a problem on your webshop, and you need to fix. Okay, so yeah, that's basically why we are creating this report, just to see what are the conversion rates for each step. And yeah, how many people actually purchase something based on yeah, how many started to checkout or how many people purch based on how many few the item. So if we just calculate this, we have 777 purchases and 11,000 few items. 777/11000 times 100, which is a 7% conversion rate. So that means that 7% of people that view the item eventually end up purchasing, which, in my opinion, is a great number. But yeah, again, this really depends on This really depends on your web shop and the price of your item. You know, if you're selling stuff that's worth over 100 euros or dollars, then 7% is probably not something you're going to reach. It's probably going to be much lower. Okay. A lot of information on this one. But yeah, again, for all of you out there that have web shops are selling something like this stuff is super, super helpful to get the conversion rates up. So yeah, hopefully you find it helpful. And yeah, I'll see you in the next report video. 61. Dashboard - Checkout Path: Okay, now, if you watch the previous video, you'll know that I mentioned that it's really important to understand the checkout process on your own webshop or the webshop that you're working on. So just as I've done here, open your omnibug and just click on the yeah, go through to the checkout and just see which events are firing. And based on that, you can kind of understand, you know, the checkout process and which events, you know, you're firing along the way. Now, another way to do this is by creating a path exploration. So that's what we're going to do here. So if we click on the plus, then we click on Path Exploration. And as I mentioned in the path video or the explanation of the path is actually just telling you from a starting point where people are going to. So in this case, we're looking at events. So from all of the people that started a session, what was the next event that fired? So, you know, the majority is going to be page view events, but there's a few more. Then based on a page view, what percentage is going for the next event, which is first visit or session start? So instead of events or instead of the session starts, we can actually use the ecommerce events as well. So what we're going to do is we're going to start over on the top right and have our starting points be the event name view item. So kind of just what we did here in the funnel. I should actually rename this. Checkout funnel. Similar to what we've done here is we said, Okay, the first step is few item. But instead of us specifying what the next event is, we're actually just going to let GFour tell us, what are next events that fired from here. So if we look at the view item as a starting point, almost half of people or actually half of the people, the next event was the view item list. So probably, if you went from few item to few item list, probably a lot of people were clicking on, like, one of these things or, like, going through a list. So on my webshop, there's not really clear this example. But in the GFOur demo count, there's a lot of people that go from view item to view items. But actually, what we want to do is we want to see how many people from View Item went through to Add to Cart. And if we look here, that's the third one. So if we now click on add to card, we'll see exactly the flow of people going through these events. So 13,000 people view item. Out of those almost 1,700 add to card. And then the next step would be probably to view the card. And so if we view the card, there's probably a page view event firing, right, because similar to this one, if I click Add to Card, there's a new page that just opened. So every single page will have a page view, and the page view will fire usually before the view card. So as you can see here, page first, then view card. Therefore, in this path exploration, after a few cards, most people will have Page View. Now, hopefully this makes a bit of sense. It's just about which events fire in sequence. But let's just click on Page View because that's the majority. And here we can see the majority of people who then landed on this card page will begin checkout. So we'll click on this one. Well, apparently, on the G four demo account, if you start to checkout, the first thing to do, when the only thing to do is to add your shipping info. So let's click on this one. Then apparently, if you add your shipping info, it's opening up a new page, which could be, I don't know, like a pop up or maybe it's refreshing, but in some way in the GAour checkout process, if you add your shipping info, you're getting a new page view. So let's just click on this. And then after this page view, we have a few more options. So as you can see here, a lot of people are actually going back to the card after they add their shipping info, which is pretty funny. Well, it could also mean that if you add your shipping info, the whole checkout process will understand or sorry, the webshop will tell you, Hey, if you add five euros more of items, then you'll get free shipping. And therefore, people might go back to the card and see if maybe add another item or I don't know, do whatever. So yeah, this kind of tells us a bit of a story as well. So after the shipping info, a lot of people add payment info. And it's probably going to be another page view here. Yeah, here we go. So after adding a payment info, a new page loads. So we click on this. And now we see some purchase events, right? So we see more like, it's so funny because this really tells a story, right? We have people adding a payment info, opening up a new page, and then another adding payment info. So yeah, it could mean that there's an error or maybe they didn't fill in something correctly. Maybe they're refreshing. But yeah, as we can see, there's also a few purchase events. So now I know that this is kind of the end of the ride for a lot of people. So why was this helpful? And how is this different than the checkout funnel? Well, if you remember from the previous video, I told you that it's really important to understand the checkout process on your webshop and understand which events are firing at one point. But what we've done here is we've actually just went through the checkout process ourselves and we noted which events fired, and then we just selected them here as different steps. But what's different from the path exploration is, in this case, we are actually starting at the same point, but we're letting the data tell us where people are going through next and which events are firing next. So this is a completely different way of looking at the checkout process, and it's going to tell you a little bit less information about the conversion rate. For instance, the six purchases from over 13,000 few items is not really an accurate conversion rate because some people after begin checkout, they might go back to something else and then purchase, which makes it a completely different flow or path but what this does, it just gives us a clear view of what the different options are in our checkout process. And for instance, what I've just told you is that there's apparently a lot of people that after the payment info, they go back to or sorry, after the after adding the shipping info, they go back to the card, right? Just as I gave an example, if you add one more product, you get free shipping, then yeah, of course, you're going back to the card or going to go through another item. So yeah, sometimes the numbers are really clear and obvious, and you would see, Oh, there's a lot of people going from the checkout back to the item list. Then you'll know that that's like a logical sequence for a lot of users on your website. And you might want to change that. You might not want to. But yeah, if you see that a lot of people are getting stuck somewhere or they are starting the checkout and then going back to the few items, for instance, then you'll know that maybe there's something wrong with the checkout, because why are people starting a checkout and then all of a sudden leaving again? Why are they not going through to the next step? Okay. So yeah, hopefully this is really difficult This is difficult. So hopefully you kind of wrap your head around this. I highly suggest if you find this a bit more difficult to mess around with it in the Gaour demo account and see if you can get yeah, some reasoning from it, just as I've done now and see if you can make some decisions based off of these. So yeah, this is also a report that I use occasionally, especially with new clients if I want to understand their checkout process. So let's just call this check out path. And yeah, this is something that I also use, on a weekly basis and especially with new clients. So yeah, now you can use this, too. So hopefully that was helpful, and I'll see you in the next video. 62. Dashboard - Popup conversion: So this next report is going to be very specific to your situation, because oftentimes on a webshop, you would be running a sale, and that seal would have a pop up, right? So if, for instance, we go to this website, poury.com, we have a get 15% off pop. Or maybe a website from one of my friends, there should be a pop up here. So what you want to do is you want to measure the performance of this pop up, right? Because you want to know how many people are converting. So in order to do that, we need to have an event that says when the pop up appears, and then we need another event that says when the form has been filled. Okay. So this form usually would be tracked automatically with J four. But in order to create the event that shows whenever some pop up appears, we would actually need to use Google Tag Manager. So that's going to be outside of the scope of this course, but I highly recommend checking out my Google Tag Manager course if it's already released. I'm currently working on it. So if it's not released, just hang in there yet. But I do want to show you how to set up a funnel for the events if you have them. So let's just imagine that we have an event that fires whenever this pop up appears. So what we would do is create a new funnel exploration. Then change the steps. So this would be pop up shows. And what you would do is you would select the event that fires whenever this shows. Okay? So it's currently not in here because we haven't set this up. But if you are using Google Tag Manager and you are creating your own custom events, then it should appear. So you would look for maybe pop up show. I just create it for now. It's not going to do anything. And then the next step would be pop up. Convert. And this event would fire if there was a form submit inside this pop up, for instance. But again, this is way outside of the scope of this video. This stuff is what you'll learn in Google Tag Manager. So let's just create an imaginary event, which is going to be pop up. Convert it and then we hit Apply. Now, it's going to show nothing because I've just created these two events, but just know that if you are running some kind of pop up and you want to track the conversion rate, then you got to set up events through Tag Manager, and then you can use those events to create a funnel here in Gaour and have a report of the performance of that pop up. And the cool thing about this is you can check the performance from that pop up for different sources or maybe from different pages. So, yeah, that's where really the magic happens with this stuff. So again, don't worry about this. This is what you'll learn in Google Tech Manager, but I just wanted to show you that this is as well, one of the reports that I always use. 63. Dashboard - Segment purchases: So for my final favorite report, we are going to create a segment. So if you need a refresher, you can check out the lesson on segments. So let's just click on segment overlap, and then right here, disappears, where we can compare some segments. So on the left here, there are already a few selected. If you don't see these yet, just click on the plus icon and then you'll get to have the standard ones. So for this, let's just select web traffic and mobile traffic, and let's also select paid traffic. Now, what happens if we drag this in here? I want to compare web and mobile. These don't have any overlap, right, because you cannot be both a mobile traffic session and a web traffic session. Therefore, yeah, the web traffic plus mobile traffic says zero. Now, what I want to do in this report is what I'm interested in is to see the overlap of paid traffic between web and mobile. So if I drag this in here, now this segment overlap will automatically show this visualization. And here we can see what percentage of my paid traffic is part of the web traffic segment and which percentage is part of the mobile traffic. And there's probably also a bit of other, which would be tablet or Smart TV. But this just gives me an overview in one glance, like what is the split in web and paid traffic or sorry, web and mobile traffic for paid users. Now, where it gets more interesting is where we create our own segment. So that's what I'm going to do here. I'm going to remove the paid traffic what you can also do is just duplicate this if you would like to keep the other one. But what I'm going to do is create my own segment. So on the top right here. And what I want to do is check purchasers, so anyone who fired a purchase event. So I'm going to select event segment, and then for the event, select purchase. So I'm going to rename it purchase event. Does it apply? So it automatically added to the comparison. So what you're going to see here now is an overlap of the people that purchased, whether they were going to be mobile traffic or web traffic. And now, this immediately shows me that the majority of purchase events actually comes from web traffic. So why is this helpful? It's because in a table view, you might not see this at the first glance, or you might just figure this out later. But with the segment overlap function or segment overlap technique, this stuff just gets really, really obvious, and that's why it's really helpful. So I would highly recommend to create this report as well. What you can also do is instead of web and mobile, you could look at organic and paid. So instead of checking purchases for web or mobile, we're actually checking which purchases came from organic and which ones came from paid, which also be an interesting one. So yeah, as you can see, pretty similar, a few more from organic compared to paid. And there's a lot of purchases that weren't organic or paid. So that means that probably the source was not set. Yeah, I always have this one in my dashboard as well, just to have a quick look at where are the purchases coming from. Alright, so that was it for all these reports. I've now shown you, I think, about 15 of my favorite reports and reports that I use on a daily and weekly basis for my clients. Hopefully, you've follow along, and now you have those reports for yourself. Now, another quick tip I want to give you is if you're finished with this dashboard, so the dashboard and the Part two, what you can do is you can copy this across properties. Cool. So if you are an agency or a freelancer and you are, you have multiple accounts, in my case, I have two other accounts, which have one property each. So if you have multiple accounts and properties, you don't have to recreate these dashboards. What you can do is just copy this across properties, and then it appears on another property. So super, super helpful, if you want to save some time. Just keep one thing in mind is that sometimes if you create these custom reports based on events such as the pop up or the checkout path, the events might not be the same for the events might not be the same per domain or per website. So you might have to recreate those, especially the checkout path. You will have to recreate those. But things like segment overlap, that'll just be exactly the same, or things like ecommerce sources or page views, so just keep that one in mind. 64. Coming up: Advertising: So hopefully you just created your very first custom report. I hope you're proud of yourself because this is not easy to do. Also, if you've found this course helpful already, if you've gotten value from it, I'll be very happy if you could leave a review so that I know that you're happy and that other people can find this course as well. Also, if you can share your custom report with me. If you want some feedback or just a little pat on the back that you're doing right, feel free to do so. Now let's get into advertising because a lot of marketers are not just having website, they also run ads. And it's really important to know that you can combine Google Ads and Google analytics and have their data merge to get more insights. Now, this is not really relevant for everyone, but I highly recommend to still watch this section because if you're not running ads, you might do so in the future, and it's really good to understand how powerful it is to combine the two. So if you're ready, let's get in. 65. Linking Google Ads to Google Analytics: You are using your own property. So let's just go back to beautiful plates, and we click on Advertising. I will say get started with advertising because you haven't linked your Google ads with your Google analytics yet. So I'm just going to show you now how to do this. So you want to go to Admin here. In the next section, I'll talk about the admin settings. But for now, let's just go to Google Ads Links here. And then you want to click on Link. And here you can choose Google ads accounts. And now here you should be able to find the accounts that are linked to your account. So what this means is, if you have your Google account, which in my case, is Ahllbns courses@gmail.com. For you, this will be different. So you want to make sure that this Gmail account has access to the Admin settings in Google Ads. If you do, then if you click on Link here and then choose Google Ads account, you should be able to see your Google Ads account pop up there. So it'll say it here as well. To link a GA property to a Google Ads account, you must have added permissions on the GA property and admin access on the Google Ads account. So Google Ads accounts for which you have an admin access are listed here. So again, you'll need admin access in Google Ads to be able to link them. All right? So that's how you would set that up. And if you then successfully link the two, then if you go to advertising, it should pop up with some data just as it does in the demo account here. So again, if you don't have the Google Ads account, that's right. We'll just use the demo account for this one. 66. Advertising Overview: All right, so let's have a look at the advertising section. So you'll find it on the left here. Again, make sure that you're in demo account for this because if you are in your regular account, you will just say get started with advertising. So a quick note on this, I sometimes use this advertising report from within GF four. But usually I would just go to the advertising platform itself. For instance, if I'm advertising with Google Ads, I find it more helpful to jump into Google Ads itself. Right. So here's an overview of the snapshot. So this is similar to the homepage, just a few cards here. Then then on the left here, we can see conversion performance, which while recording this video is still in Beta. So I'm not going to touch on this, but just know that this is a new feature that will come soon. So we have a few options here for attribution. I'll explain attribution in the next lesson. For now, just know that the reports for attribution can be found here. Then we have attribution models where we can have a look at different models and see how they give us different data. Then here under planning, we have all channels. So this is an overview of all of your advertising channels, as well as a table down here. Then we have display in video 360. So this is only applicable to you if you are using 360 advertising tools, such as display in video 360. Here, you will see the campaign name as well as some events, how much you paid for the ads, and then yeah a few other metrics here. Then this one is what I'm using the most, which is Google Ads. So this is going to give you an overview of all of your Google Ads campaigns that were running in the selected period. A great one here is to look at which campaign generated how much revenue, and then also how many key events it fire. But again, I find it more helpful to look at this from Google Ads, and sometimes I even built a Look or Studio dashboard to look at this data. But yeah, it could be helpful if you're working for a client. You're not directly doing ads for them, but you still want to kind of look at how the advertisements are performing and which pages are advertised too. So yeah, you can do so. And then finally, we have advertising segments in which you can create segments based on their behavior on your website and then use these segments to advertise in Google Ads, which is very powerful tool, and I'll explain to you in this section of the course. So that's a quick overview. Again, I'm not really using this too often, but it's great to understand what it all is and where you can find some information on advertising. So good luck in this section. 67. Attribution and Attribution Models: So what is attribution? We're kind of getting into the advertising side of things here, so I won't make it too difficult. But yeah, since this does live inside of GA four, it's pretty important to know these terms as well. So attribution is the act of assigning credit for conversions. And with that, I mean, if there are multiple touch points. So let's say someone if we scroll through right here, let's say someone visits the website through paid search and then organic search. But the second time they make the purchase. So if we look in our dashboard, we would see, Oh, organic search generated this much revenue. However, it doesn't take into account that people also been to the website before through other sources. So in this case, they also went through the website to page search. So your advertising does help. However, if you attribute the revenue and the conversion, if you attribute that only to organic search, you wouldn't know that this also made a difference in the sale overall, right? So let's scroll a bit further here. Here we have three different touch points. Cross network, then we have organic search, and then cross Network. However, only on the latest session, of course, they made the purchase. They didn't make a purchase on the earlier sessions. However, they did go to your website and they got to know you better. So it does help. So attribution just means where are you going to allocate the conversion to. In this case, we have, let's say, if we attribute this to cross network, that means that we only use this last touch point to attribute the revenue. I hope that makes sense. So you can just see it as a user takes a different path from left to right, they go to your website, they leave again the next day, maybe an ad a week later, go to your website again. Maybe they leave. They put something in the card. They then leave the card, and then maybe during Christmas time with a discount through an email, they finally decide to buy. So that's a whole user journey. They went to your website multiple times and they eventually bought one thing. So where are you going to attribute those sales to? Is it going to be the final email, or is it going to be all of those earlier touch points as well? And that's pretty much what attribution is. It just lets you decide which touchpoints are you going to take into account. So the touch points we can put into different categories. We have early touchpoints, mid touchpoints and late touchpoints. So late is just the last interaction they had before they bought, and then mid is a while before that, and then early is pretty much the first interaction they had with your website. So the reason why the majority is under late touch points is because the majority of people, if you go back here, actually only goes to your website once and then straightaway buys, right? The most revenue is coming from direct, and that's just one session. So they didn't grow through multiple sesons here. So that's why the late touch points is yeah, has the biggest site here. So on attribution, these are the paths. So again, a path could be paid search and then organic. Path could be cross network and then organic. You can find like multiple paths. You also have different models. So let's just jump into that. Now, don't worry if you find this a bit difficult. This is really all about advertising. So if you don't do advertising, you wouldn't touch on this, so feel free to skip this section. But yeah, if you do want to stick around and understand attribution a little bit better, then of course, I'm happy to explain this. So we just had parts. Now let's talk about the models because there are different ways to attribute revenue to a source. So here you can see attribution model, non direct, attribution model, non direct. And then below this, you'll see last click and data driven. So these are the names of the attribution models. Currently, there's only two. There used to be more. So last click means you will attribute the revenue or the purchase. Last touch point that they had before they purchased. So it doesn't take into account all of the other times that they went to your website. It just takes into account the one time that they bought something. Where did they come from, right? So this will be a little bit different than data driven because data driven, it's actually an AI model by GOR, and it'll kind of attribute based on how often people came through a certain source. Let's say someone came to your website five times by organic search and then one time by email. But with the email, they actually purchase something, then it's actually attributing a little bit to email and a little bit to organic search, or it's actually choosing between the two. So that's just a model that's trying to get better information for you where people actually came from and what journey they had before they purchased. So I would always recommend to use data driven if that's available. But definitely last Click is also interesting because you can actually see the final push that they had before they actually bought something. In my experience, email is a big one for LastClick because it's usually where you send discounts, and the only way that you can get someone's email if they either previously bought something and they left their account details, or maybe they sign up for a newsletter, which means that they already been through your website before, right? So if they came from email, it's almost always people that have been to your website before. So usually, this would be higher than on a data driven. But keep in mind this is the demo account, and all of this data is pretty much fake, so you don't really know what to trust. But in my experience, that's what I all see very often. Yeah, so that's attribution models. In this way, you can compare the two. So instead of primary channel, feel free to also select source or medium, and then you can see specifically which channel they came from. So yeah, again, mess around, see if you can find some interesting data for yourself. 68. Planning: Right. So under planning, this section on the left here, the more tools you connect with Jour, the more is available here. So what that means is we just link Google Ads, which I explained in the previous video, but there's also different tools that you can link to Jour, which I'll talk about in the admin section. And then they will all display here under planning. The first one, all channels is just the collection of everything below there. So currently it's display in video, as well as Google Ads. And this is just an overview of the channels and then the revenue that came from those channels, as well as ad clicks, impressions, costs, so a little bit more overview. Then we have display in video 360, which is a tool by Google. Which allows you to yeah, run your ads on display network, such as YouTube, as well as video, and you can also link this to Gour. But most of you will never really do this. And again, I would highly recommend to look inside the dashboard itself instead of looking inside Gour. However, it's always nice to connect the two and just jump in from time to time if you see something interesting. But I won't go into detail here. And then the final one, Google Ads, you might just use this. However, again, this is a copy of what you will see in Google Ads Dashboard, and Google Ads dashboard has just much more features and much more things to look at for yourself. Could be interesting just to look at different campaigns. So these ID campaign names. And then by campaign, you can see, you know, what's the revenue? What's the cost per click, how many clicks were there. Just to give you an overview, you know? But again, I wouldn't jump into this too often. So, yeah, that's planning. Just remember this is just an overview of all the channels that you're running ads through, but it's better to yeah, look inside the dashboard of these, you know, certain channels themselves. 69. Advertising Segments: And then finally, we have tools with only one option, which is advertising segments. So a segment it's listed here, which is a Google Analytics audience that are synced with Google advertising products for remarketing and ad personalization. In other words, you can create audiences or segments based on information you have in Google Analytics. For instance, you can create an audience that says everyone who visited my website in the last seven days or anyone who visited the card page from America in the last 30 days. You can get very specific here. So it really depends on what you want for your advertising, but just know that you can create these segments either under the admin settings, which is what we'll talk about in the next section or through Google Ads itself. Now this is actually really powerful because if you have your information in Google Analytics about the revenue of your business, for instance, top 5% of users that spend the most, you can actually build an audience here and then send ads directly to these people. Now, this is already a great example because you're top five spenders, of course, you want to keep them happy, and you want to make sure that they know all about your next promo, because there's a big chance that they might buy again from you. It's just amazing to build audiences within Google Analytics and then send these to Google Ads and use them for advertising. So just a great way to do this. Yeah, the floor is yours when it comes to these segments or audiences. But if you are advertising, I would highly recommend to look into this and maybe go a little bit more into detail into some examples for audiences or segments. But if you don't plan on advertising, then you can just ignore this. Alright, so that was the advertising section. 70. Coming up: Admin Settings: Now it's time to get under the hood of GA four and check out the Admin settings. It's a little bit more boring than the reports, but it's really just as important, because, for example, what I see with my clients is that they're not excluding their own traffic from GA four, which means that if I visit my website 100 times on Monday, then in GA four, it's going to say 100 times that I visited it. But I'm not a user. I'm the owner, right? So I want to exclude my own traffic. Now, this is a perfect example, one of the many that you're going to find in the admin settings. Now, I've created this video, created this section so that it's kind of a checklist. You can go through it with me one by one, and at the end of this checklist, you're 100% sure that your data is set up right. So let's dive right in. 71. Admin Overview: So this is how you go to the admin settings. I've told this before, but on the bottom left here is where the admin settings are. If you click on that, you will lend straight into those. So on the left here, the options are Admin, which is pretty much the homepage of the admin settings. So under Admin, you'll find everything you need to know. Then you have my preferences, which is where you will change all the information related to your account. So this is what you've selected while setting up the account, so you can change that here. So the first thing to do here already is to change this default date range to 30 days because it'll give you more data to look at when you're in any of these reports. So very important, and then just hit safe changes. So back to the admin settings, we also have setup assistant, which I'll talk about in the next lesson. Then you have a few sections. So you have account and property settings, and then account sections, you have a few details here, and then on the property settings, you'll have a few here as well. So one important thing to know is that what's on the left here is also on the right here. So you can see account, here, here, account, property will be property, data collection, data collection, and so on. So pretty much what you can do is just click on this and then you have the exact same settings as you'll have on the left. Another important thing here is that currently we are in my personal GFOur account, which I've created for this course, which has more options than if you go to the demo account, right? We're now in the demo account, as you can see here, the options reduce, and now here, there's just more options available. So I highly recommend for this section to jump into your own Gour account because there are just simply more options, and some of these are actually really important as well. So definitely don't skip on the admin section because there's so much good stuff that we can do here that allows us to clean up our data and just to make our experience with GFour much better. Alright, so that's an overview. Now, let's dive into the setup assistant. 72. Setup Assistant: So the setup assistant was created at the time when G four was released, and most people had to go from the earlier GA three or Universal Analytics and had to migrate to G four. So the setup assistant was pretty much built for that, but it now is an assistant tool, which helps you to set up your admin settings with Achecklist. So if you click on Setup Assistant, you will see zero out of eight marked complete. That just means that you haven't completed any of this. But yeah, you can just manually complete these. And then yeah, this bar will eventually be all done. So that's what we're going to do now. I'm just going to go through all of these and explain you which ones are important and which ones aren't. So the first one is definitely the most important one, which is start data collection. And this refers to, I think it was one of the earlier sections where we talked about the data stream, where we actually set up RGA for property and set up a data stream for it. So if you go to dataStreams and you'll see your datastream here, which should be the case because if you follow that lesson, you should have this data stream. Here's the information. Then under setup assistant, you can just complete that one. Cool. We've already done that one. Then we have customized data collection and display. So turn on Google signals, you don't have to do this. It's not mandatory, so just complete that one. Set up key events. Also not mandatory. If you click on Actions, it'll take you straight to where it wants you to go. So for example, here, undermanaged key events, there will be a list of events here and you can just mark them as a key event. Key event is just another name for a conversion, right? So a conversion, again, is when people either buy something or leave their contact details when you get something from them. That's what a conversion is. So if you go to the demo account, let's just see if it's there. So here under key events, cool. We'll see a little bit more. So we have add to card purchase and a few item, which is strange that it's actually a few items. It's not really a key event. But yeah, it is in the demo account. Cool. Sorry, I digress. So yeah, all you need to know here is that you can just set up your key events, but not really necessary. Define audience, you don't have to do this. Again, when I talked about the section on advertising, this is where you will find your audiences. So I think some of them will be automatically created. As you can see, are all users and purchasers. Those are just yeah, audiences that were already created. So Feel free to make them, but it's not necessary for your GA four setup. Consent settings is actually an important one, but I won't talk about this in this course. This is more about the Google Tag Manager course. So in short, whenever someone clicks on Allow Cookies, that's when you want to fire the Gaour tag. But if someone declines the cookies, that means they didn't consent, which means you're not allowed to track them, at least in the European economic area. So if you're in Europe or your business is in Europe, you will have to set up a Cookie banner. And whenever someone clicks Accept, you'll have to make sure that that's the only time that the GF four tech fires. But yeah, this is a little bit more technical. This is more for a Google Tech manager course, so I will just skip on this one. Let's just click complete. But yeah, you'll now know what that is. And then, yeah, it's already recommending to link to Google Ads. I talked about this in the previous section on advertising. So yeah, if you're link to Google Ads, then you can click Complete on that one as well. Bid on Gour conversions, don't bother about that and target ads to Gour audiences. You can just do that whenever you want to, right? It's not necessary for your setup. Then we have advanced setup, but, yeah, again, this is advanced. I don't want to confuse you. So let's just skip on that one. Cool. So let's see setup assistance. So now we're eight out of eight marked complete. And now let's talk about what the cool settings are in the admin side of things. 73. Account settings: Let's talk about account settings. So on the left here you'll see account, which is the exact same thing as you'll see here. So from now on, I'll just remove that one, make it a bit more easy. So account settings. So let's first remember what we talked about with accounts. So an account here is a GF four account, so an analytics account, right? And an analytics account can have multiple properties. So this is all about the accounts settings, not the property, but the account side of things. We have property settings later on. Here we can see account details where we can change the name, the country of business, ya da ya, yada, everything that's related to your account. This one is important, which is account access management, and this is where you will grant people access to your Gaur account. So let's say you are a business and you are hiring a marketing freelancer, you want to jump into your Analytics account and have a look. You can click the plus icon here at Users or user groups and enter their email address. So important thing is, they will have to have a Gmail. This email doesn't matter a Goog account. So that's the arrow that it gives. So they will have to have a Gmail account. And that's the only way where, um, yeah, that's the only way that they can get access to this. So it looks like aa@gmail.com. Doesn't exist. But yeah, you just enter the email address there, make sure to notify them, and then you want to select a role. So usually you would just go for editor because this just gives them access to all the data and settings. Sometimes, actually, a lot of times you'll have to give administrator access because if you're hiring an expert on Four, or if people are actually hiring you after completing this course, of course, you are an expert. You always want to ask for administrative settings. This is really important because occasionally, you'll have to go into their admin settings and just check if everything looks right. And yeah, so I've had this too often, actually, that people would grant me access and they would just give me viewer access or marketer or editor, but always ask for administrator access. And if you grant other people access, always make sure that you trust them. If you don't trust them, then you'll give them access, right? Below here, you can actually restrict them from looking at some cost metrics. So let's say you can give someone admin access, but you don't want them see any costs or revenue. Sometimes that's sensitive information. That's okay. You can just exclude them. Cool. And then if you're done, you just hit Add here. And that's how you do that. So that's how you will grant people access to your account. So an important thing to know is, if you grant someone access to your GA four account, they will automatically have access to all the properties that are listed inside this account. So for beautiful plates, there's only one property. But let's say there's multiple, and if I then give someone access to Beautiful plates account, they would get access to all of the properties inside this account. So important to understand. Then we have account change history, which just give you information if anything was changed here. Account data API quota history. Hat Diem. That's a long text. Don't worry about this. It's only if you have a Google Analytics API, and there are certain software tools that make use of that API. You can see the yeah quota, how much they've used that in here. And then finally, you have trash. So this is where you put everyone who's from Florida just joking, just joking. So in trash, you would put all of the things that you've deleted. So if you had multiple accounts and you've deleted them, they will end up in trash here. And they will stay there for, I think, a few days or like 30, 60 days, and then they will be permanently deleted. So that was the account settings. Most important one is the account access management. So yeah, now you know, and I will see you in the next lesson on property. 74. Property settings: So we just talked about the account settings. Now let's dive into the property settings. So again, the account can have multiple properties, and now we're actually just looking at property specifically and look at these settings. So if I'm going to change property, then I will also change the property settings for that property. So kind of structured the same way. You have account details, property details, account axis, property axis, change history, change history. You get the drill. Yeah, if we just click on property details, it just gives you the information for that property. You can change this if you want to. You can also move it to another account or move this to trash can. Property access management works the same way as account, but this just gives access to one single property, right? So you just add user, same thing as before with the account, but just this one is for property. Change history, same thing. If you change anything here, details, access, it will come up in the change history. Again, the data API quota history, beautiful, beautiful title. Now we have scheduled emails as well, which is pretty cool. So schedule ems is you can schedule an email to yourself or to other people in this property by week or by month with reports and information about GFFur. So pretty cool. You can click on quota information. You can create 50 emails, as you can see. But as of current, we don't have any scheduled emails here. And then finally, we have Analytics intelligence search history. So this just looks at what you have done in G four before. It just tries to recommend some settings to you or some reports, and you'll just find that here. Personally, I don't use this, so feel free to skip on that one. Yeah, that's property setting. So not too many interesting things. Again, just the Access management's probably the important one. Next up, we're going to talk about data collection and modification. Now, this is a big one, so get ready because we're going to have a lot of fun with these settings. 75. Data Collection and Modification - Data streams: So data collection and modification. You can already see that it's about the collection of data as well as how to modify this data. The modification part is actually super important because you want to clean up your data, which means you want to exclude everything that's not relevant. And yeah, you'll understand why in just a minute. So this lesson might be a long one because actually, there's a lot of things to talk about here. But let's just dive in and see where we end up. So data streams. Yeah, you already set this one up in an earlier section, so good on you. Let's just click on the data stream because there's actually a lot of settings inside of a data stream that we're able to change, right? So we have webstream details. We have the name, we have the URL, that's linked the ID and then the measurement ID, which is one that you'll refer to a lot of times in the future. But we have the consent settings. Again, I won't jump into this one because that's a bit more technical. So let's have a look at what we can find in the web Stream details. So in here, we have event settings and Google tech settings. So events already talked about this enhanced measurement. GFFour is able to track a lot more things that you think it's capable of fully automatically, including scrolls, outbound clicks, page views. So make sure that this is always turned on. You're going to have a look at the care icon, which ones you want to specifically measure, but trust me, you want to measure everything, and it just saves you a lot of time. Now, you can also modify events that are incoming and the parameters. I'm not going to talk about this into detail because it's actually quite technical as well, and you'll just get confused and, you know, you don't really need this. It's only when you create custom events through tag manager, and you might want to modify those. Here, you can create custom events. You can create them from here, but I always recommend to create them in tag manager, so I'm not going to jump into this either. Just make sure that you'll be able to track pretty much everything just with the enhanced measurement, which means that you don't have to set anything up custom, right? So you can just leave those as is. Measurement protocol API secrets, not going to jump into that. Redacting data, also not that important now, also super technical. Now, when we go to Google Tech, this is actually pretty important because the configured tag settings is where we want to change a few things around. So let's just click on that one. So now we're inside our Google Tag, which is a tag that use not just for GFR, but also for Google Ads. In here, we can see under settings if you want to click on Show More. There are a few things that we want to look at here and that are pretty important. First of all, you want to be able to configure your domains, which means if you have multiple domains, let's say I have beautiful plates.com, but I also have amazing plates.com. And let's say if anyone comes from this website and goes to that website, and I want to specify that it's pretty much the same one, you can do so in cross domain linking. So it just means that you will just say to Gour that this domain is mine or is related to mine, and I don't want you to see that as a separate one, right? So it also works with subdomains. So you have beautiful plates.com, or maybe a discount or promo do beautiful plates. Dot com. So this is a different domain because it's promo dot beautiful place.com, but it's still part of beautiful plates. It might just be that I run a promo specifically to this one. So if you do that, you want to make sure that you add that to your cross domain linking. So you can add condition, include domains that match the following. So it begins with, like, promo dot beautiful. Beautiful plates.com. So now if we hit Save, that means that these domains are linked and that it doesn't see the traffic as separate. You don't have to understand this, but just know that if you are using subdomains, you might want to add them there. Cool. Next important one is define internal traffic. Now, this is a big one because if you are working, let's say, for a marketing department, and the marketing department has web designers. That means that these web designers, they will go to the website pretty often, just to make changes or to check any design updates that they made, check if it's working. So what we want, we want to exclude those people from our data because let's say I get 100 views a month and 80 of them are from myself because I just like to visit my own website, or maybe 50 of them are from a design freelancer who is also on my website often. But of course, I will never buy and my freelancer will never buy. So I don't want them to ruin the data that's also there. And the way to do that is by defining internal traffic. So internal means your own traffic. So how you can do this, you can click on Create and you can give it a name. So let's say this is my IP, IP from O. The type value is internal. And the way to do that is by looking at IP addresses. So every computer has its own IP address. So if I'm always visiting my website on my own computer, I can just exclude my computer from the data, which means that I won't ruin the data that's already there. So the way to do that is by IP address. So the way to find your IP is just Google for what's my IP. Now, I won't press Enter because then you'll see my iPddress. But just know that if you press Enter, what's my IP, you will find either website or it'll just show up on Google what your IPddress is. So you can just copy that. Make sure that the match type IP address equals, and then you want to type your IP. Something like this. So if I now hit Create, I've now saved my own IP address and it's now excluding my own traffic from the data. So super, super, super important because if you end up working as a freelancer or if you work in a marketing department, one of the first things you want to do is ask your client what their IP address is because you want to exclude them from the data, and you want to exclude anyone else who is working inside their business and is visiting the website every now and then. I want to make sure you exclude them using their IPddre. So yeah, just write that down somewhere because it's super important. One of the most important rules to clean up your data is to do this. And another tip as well is if you are working at home but also working on an office, you will have two different IP addresses. So I might just say this is Aca home. Which I can just create like this and create another one. This is IP for myself, Office, and maybe random number here. So now I've excluded my computer at home as well as my computer on the office. So yeah, again, super super, super important. So make sure to really write this down. And this is just I don't know, if you're working as a freelancer, this is really showing your expertise, right? You're not just looking at the data. You're also making sure that the data is clean and usable. So yeah, super, super important. So that's how you define internal traffic. Next up is an important one as well, is unwanted referrals. So let's say I'm in my shop here. I'm beautiful place.com. I don't think this is working. Oh, it's actually for sale. Look at that. Let's say I'm on my website. Well, actually, let's just use my ecommerce store. So suck loose. If you, for example, shop for a item, add it to the card, go through the checkout. And let's say there's an option here to pay with PayPal. So currently it's just credit card, but let's say there's an option here, you know, continue with PayPal, which is present on a lot of website. What will happen is you will go away from scls.com. You will go to paypal.com slash some kind of code. And that's when you'll do the payment. And then as soon as that's completed, you go back to the main website, maybe to like a thank you page or something. Very important to understand is that if you leave this website or this domain, that means that G four stops tracking, and then if you come back to the domain, it'll think that it started a new session. It'll think that, Oh, this person came from PayPal, and they just started their session. Whereas in reality, you actually just left the website for a few seconds or a few minutes and you came back to the website. But you came from a referral that is unwanted, which means that you want to make sure to specify anyone who comes from this domain, it's just ignore that and just continue the session that they had before. A great one is PayPal. So referral domain contains PayPal. Another one is stripe, because sometimes you make payment on stripe, and then you go back to the website. Or let's say, in the Netherlands, we have IDL, right? So just make sure to find for your country or your client which payment systems they have, and just go through the checkout, do it yourself and just see if you get referred from PayPal, Stripe or whatever. Because if you do, you want to add them to these unwanted referrals. So that your data is even more clean. Because if you don't do this and everything comes from PayPal, what you will see in your dashboard, in your reports, you will see 100% of the revenue comes from the direct source or referral, and 100% of the revenue will come from the PayPal domain, you won't have any information about what happened before that. Right. So make sure to add these as unwanted referrals. Maybe check on Google, check with Chat GBT, a few other domains. The biggest ones for me, are Papal and Stripe. But there are multiple payment providers. You have a few credit cards that sometimes take you off of your website and then back to it. So anything that happens with payments, just add them as unwanted referrals. So we head save. So now we've got those as well. And again, just how cool is it that you can tell your client that you're cleaning up their data, right? Because one thing worse than no data is actually skewed data or wrong data because you don't want to make your decisions based off of wrong data because you will make the wrong decisions. So two huge ones, internal traffic, unwanted referrals. Definitely write those down. Another one is session timeout. So this will say, how long does the user not interact with your website before the session will end, right? So let's say someone goes to your website, they go to the checkout. They're like, oop, where's my credit card and then just go go around the house to find it. They come back in 15 minutes. That means it's still the same session because the cutoff is at 30 minutes. If you have, I don't know, a website or a checkout where it's normal for people, you know, to be inactive for at least 55 minutes or something, then make sure to put this on the longest one. Standard is 30 minutes, which is great. And then you have a time for engaged sessions, which means that a session becomes an engaged session if it lasts longer than 10 seconds for this one. So if someone goes to website, they click on a few things. They're on their website for more than 10 seconds, then this will be specified as an engaged session. So, yeah, I wouldn't change this. Just understand that you can change it if you want to. Don't worry about these things. Yep, that's pretty much it. So yeah, that's the Google Tag settings. Do not forget about history as well to have a look at what's changed. So, yeah, you can see here the changes I just made. And then you also have Admin, but I don't I don't want to go into detail on here as well. So Cool. That's the web stream details inside of the data streams. So yeah, it's a huge as I mentioned before, it's a huge video, but just understand that if you go to configured tech settings, you really, really, really want to set up internal traffic and set up unwanted referrals. Those two are the most important ones to keep your data clean. So yeah, just write that down and tattooed on your arm or please don't, but just make sure to really, really, really remember that. Alright, so that's that on data streams. I'm just going to create a separate lesson for the other ones because my mouth is dry and I just need a sip of water. So I'll see you in the next lesson. 76. Data Collection and Modification - continued: Ooh, right. I hope you recovered after that big one on data streams. Hopefully, you understand why it was such an important one. Rest is actually not that important, but I'm just going to go through them so you know what it is about. So we have data collection. You can turn on Google signals, which means that you're sharing your data with other accounts, and then they are sharing it with you. So you'll just get more information. But you also need to specify this in your privacy statement. So don't worry about it too much. Let's just keep it off for now. User ID and provide data collection. A, just ignore that. You can also turn on granular location and devise data collection. Man, this is really testing my pronunciation skills. So yeah, just leave that on. Advanced settings, also leave it on. And so if you specify in your privacy disclosure that you're using our and how you're collecting the data, you can just press I acknowledge. Probably some legal reasons behind that. You can also import data, which could just be Sales. So if you click on Create Data Source, here is all the options that you can select. It could be a CSV file directly from Salesforce or SFTP, which I'm not sure what that is. So yeah, if that's something that you want to do, you can do that right here. And then it'll try to automatically match the data you've uploaded with the data that was already in GA. So cool one data Import data retention is an important one. It just specifies how long you want to keep the data in here. So you have an option 2-14 months. I would highly recommend to set this to 14 months and keep the second one and 14 months as well. So that's event data and user data, because this will just allow you to be able to measure your events for a longer time. So it's safe Data filters is important because you want to set up some filters here. So this one's automatically created, which is internal traffic. If you remember that was about the data stream section and then in the configured tag settings, and then show more we set up define internal traffic. So this is where we set up the IP addresses. But now we also want to activate that filter. Let me just go back here. We want to activate this filter because the current state is testing, and we want to put it to active. So you want to click on this internal traffic filter, and then right below here, you will say active. All right. So now you hit safe, and now you're actually excluding this internal traffic based on these IP addresses. So important one that you have to turn on as well. You can also create new filters here, which, yeah, internal or developer traffic. Don't worry about this. So just keep that internal traffic in mind. And then finally, we have data deletion requests. That's if you want to yeah, schedule a data deletion request. So yeah, if you want to delete your data for some reason, you can schedule a request here, whatever you want to, right? And then they will delete that for you. So that's data collection and modification. So next up, we're going to talk about data display, which is also an important one. 77. Data display: So next section is all about data displaying, so how you want to look at your data. Inside of the reports or the Expore section, you can actually change some things around there as well. Let's just go through them. First, we have events, which I would recommend to do with Google Tech Manager and not inside Gour itself. If you do want to, you can just create events here. And just have some conditions. For instance, you can create an event that says, if the name is purchase, the name of the event is purchase, then you want to I don't know, you can modify some things around that. So again, I would highly recommend not to do this here and to do that in Google Tech Manager. So that's events. Key events are important because any events that come through will appear here, and you want to select which ones are key events. And key events, again, they're just conversions, right? So you can specify which of these events you find most important. Good to know is that you can also then create audiences based on key events, and you can then advertise based on key events or build reports. So it is important that if you have some events in here that you do mark some of them as key events. So my recommendation mark anything where you generate revenue. So any sales or anywhere where you generate leads, so you get information, you want to mark as key events. Then we have audiences. As I mentioned before, you'll find those in advertising as well. You can just create a new audience here. You can do custom audience or use a template here, or even predictive audiences, which is pretty cool. But yeah, you'll need a lot more traffic to your website before you can create those. So yeah, here's where you can just build an audience, right? So let's create an audience of anyone who have not made a purchase. So yeah, if you click on that, it'll automatically populate here. So any events that have purchased, we want to exclude them. So let's say we want to say 90 days. So anyone who hasn't purchased in the last 90 days, let's make this 90 days then as well to make it more clear, and we can just hit SA. So boom just like that, we've created a new audience, which is non purchases in the last 90 days. Cool. Yeah, so that's how you build audiences. And then, again, you can use this for advertising as well. So next up we have comparisons and segments. So audiences comparisons and segments, they are pretty much the same thing. So you build a audience based on some criteria, as well as comparisons, as well as segments. So these three audiences comparisons and segments, they are pretty much the same thing, but you use them in different ways. So I'm really not sure why it works this way. It's actually pretty confusing. Just know that audiences you build them to use in Google ads. Comparisons you build them to use in your standard reports, and then segments you build them to use in your explore reports. Next up, we have custom definitions. Don't worry about this too much. This is more for Google tech manager. We have channel groups, which I wouldn't change either because we have the default channel groups, which is direct, cross network, paid shopping, all of these. But yeah, I just know that you can create custom ones as well. Could be interesting in some use cases, but yeah, it's definitely not something I will use. Attribution settings. So again, as I talked about, you have a few different models. You used to have first click as well, and I think, like, something that was equal. But yeah, so currently, they just use models for, which is data driven, and they'll give you the best possible way of looking at attribution. Instead of just looking at the last click. So I would just keep this at data driven, keep all of these settings the same as well, and just don't worry about the attribution and settings. Then we have reporting identity. Don't worry about this either. It could be blended or observed. I haven't changed this at all in my analytic career, so don't worry about final one is important, which is debug view. This also works a little bit better with Google Tech Manager. So if you're using Tag Manager and you are previewing the website, which means that you are previewing all the changes that you've made and see if they're working correctly, then any events will go into the Debug mode here. So you can also enter Debug mode by adding a piece of code to your events, but, man, this again, just getting too technical. I don't want you to worry about this. This will only be important if you're using Google Tech Manager. So that's data display. And yeah, now we only have one section left, which is product links, and then we're pretty much through. 78. Product links: Alright, so product links, pretty straightforward, just means anything that you can connect to Google analytics. So any product or any software that you can connect with it. Very conveniently, this is all done by Google, right? So all of these tools, all these products, they're all made by Google and they're part of the Google Suite, because they're part of the same suite, it just makes it easy to integrate them with each other. Not all of these are important unless you are working with them. So big advertising agencies, they will definitely work with display and video 360, search as 360. If you are a data scientist, you will work with BigQuery a little bit more. If you're an SEO specialist, you might work with Search Console. So each of these products will have their own use. But for you as a marketing analytics specialist who is now, you know, specialized in GA four, the one you will use the most is Google Ads, for sure. Most people will have ads running through Google Ads, so definitely set that one up. But yeah, we've already talked about it in the advertising section, so you should know how to do that. If not, you can just click on it, just hit Link and yeah, link your Google Ads account. Another one I want to talk about is Merchant Sender. So Merchant Center, you can set this up if you have an ecommerce store, and this will help you manage to have all your products listed in Google Shopping. So if you look if you browse for a product, let's say, a snowboard boots or something, you want to end up in those first results in Google under the shopping section, that's what Merchant Center pretty much is, right? So you can manage your products there. Definitely important one, especially if you work with Shop fi or Woomerce or anything like that. And then finally, ABC one is Search Console. Because Search Console, it allows you to get more information on what people look for, so what people actually search for before they came to your website, right? So for this website, Suck ose. So it's a peril. Let's say someone is looking for, let's say, St. John's sweater. Maybe they type this into Google, and then they find this page, this product page, that means that in Search Console, you are able to see what they actually look for. So you see that anyone who landed on this page, a few actually typed in St. John sweater. Maybe other people typed in black sweater with a church design or something. So that's pretty much Google Search Console in a nutshell. It also helps you track your four or four pages, so pages that are broken. I just really love the tool. So it's more of an SEO specialist tool, but you can link this to four. And then inside of the our dashboard, you will be able to see the reports, I think somewhere here under user or under Life Cycle. Somewhere here, there will be a new report, which will be Search Console. So for product Links, ads manager, so Google Ads, merchant Center and search Console. Those are the big three that I always. Alright, so that was it for the Admins section. I hope that was helpful. I hope that you yeah really noted down some of the important parts because yeah, if you follow up the lessons, then you will notice that there's actually quite a few more important settings here that are not always set up by default. So you do want to jump in, especially into data streams, and you do want to jump in and make those changes. So hopefully, you've got that all written down, and now you are a professional at setting up your GA four admin settings, as well as ones for clients, and they will definitely be impressed by your way of cleaning up your data. 79. Coming up: Challenges: So in this final section, I've prepared a few fun challenges for you. Some of them are hard, some of them are easy. If you haven't watched the videos, probably everything is going to be hard, but if you did follow along, then you should get a few right. Now, I'm not expecting you to get everything right, but just give it your best. If you're stuck, you can just check the videos on that subject or maybe even reach out to me if you want to. Just have fun with this because it's really testing your knowledge, right? So have fun with it and good luck. 80. Challenge 1: Session source: So for this first question or challenge, I'd like you to go into the G four demo account and answer this one. Which traffic source generates the most amount of sessions? So again, please use the demo account. And just to repeat myself, the answer might differ from what you have because the demo account occasionally changes its data. So please keep that in mind. But as long as you can find some report that shows you which traffic source generates the most amount of sessions, then you can consider this challenge completed. So please go ahead and pause the video now to see if you can answer this question. So for the answer to this question, you want to go to Reports, then under acquisition, you'll find traffic acquisition. And now if you scroll down here and you sort by sessions, which is automatically done, the answer is the first one here. So for me, that's direct. However, this could be different for you. So if you follow the exact same steps, that means that you also had the correct answer. So congratulations. 81. Challenge 2: High active user pages on Mobile: Next challenge is this one. Which three pages have the highest number of active users? Now, this is the specific part, only include results from mobile devices, right? So you're going to have to look for a report or create a report that is showing you number of active users and also sorted by page. And maybe you also want to filter that they only include results for mobile devices. So good luck with this one. Go ahead and pause the video and see if you can solve it. So this one was a little bit harder. So if you didn't manage, then don't worry. The answer is you want to go to Reports. Under engagement, you will find pages and screens. Now, because we only want to get mobile traffic, we want to add a filter for dimension select device category. Exactly matches mobile. And then hit Apply. So now we only see mobile traffic. Then finally, we just need to sort active users, and the answer will be the first three. So the homepage, anything that's not set, and the shop apparel page, those three are the right answer for me. 82. Challenge 3: Average engagement time per session, by device: So hopefully you manage to answer those first two questions. They will get a little bit harder as we progress towards the tenth question, but this one should still be straightforward. Again, you can use standard reports or build a custom report to answer these questions. Both is completely fine by me. Now, next one is what's the difference in average engagement time per session between mobile and web traffic? So kind of similar to the last one, but this time we're looking at average engagement time per session, and we're looking at a difference between mobile and web traffic. So good luck with this one. Please go ahead and pause the video, and I wish you very much luck. The answer to this question is go to reports again. Now, in here, you want to go to acquisition traffic acquisition. Now, we don't add a filter. We add a comparison here. So click on Apply Comparison, then mobile traffic and web traffic it apply. And now if you look at the table under average engagement time per session, for mobile, for me, it's 32 seconds, and web traffic for me is 1 minute 8 seconds. So almost double the amount of average engagement time on web compared to mobile. So super cool. Again, if you get to the same answer in a different way, that's also fine. It actually means that you are pretty experienced already now with A four, and if you've done it using the same steps I did, then that's the correct answer as well. So well done. 83. Challenge 4: High engagement pages: Now, I told you these were going to get a little bit more difficult as we go along. So I think here's the first real challenge. I want you to create a filter which only shows pages with at least 100 sessions. Now, which of these pages has the highest engagement rate? Good luck with this one. Please go ahead and pause the video now. Now, this was really a tough assignment. So if you've managed to do this, then that's really what I'm I'm super impressed. If you haven't managed, don't worry at all because this really was a tough one. So for the solution, you had to go to Explore, create a new exploration. Under dimensions, you had to select page path or page title. For metrics, you want to select engagement rate, as well as sessions. So for the row, you want to drop in either the page path or the page title. I'm going to use page title. For the values, you want to add both engagement rate and sessions. And for filters, you want to click on this filter by sessions, and then more than 99. You can also use more than or equal than 100. Both are fine. And you want to sort engagement rate so that the highest one is up the top. And for me, that's Android Classic Navy ECOTO actually another good answer will be Google beekeepers because both of them are at 100%. It's just that this one has a few more sessions. So yeah, again, this was a really, really tough assignment. So, well done if you've managed to do this. And yeah, don't worry if you haven't managed, now you know the answer, and I'm sure that you'll be able to find this in the future now as well. 84. Challenge 5: Pages with highest number of exits: So this one is very similar to the previous one. So if you've built a exploration or custom report, then you should be able to get to this answer fairly quickly just by changing a few things around. So I'd like you to find which three pages have the highest number of exits. Please go ahead and pass the video, and I wish you a lot of luck with this one. And the right answer to this one was to go to Explore again, create a new exploration. And their dimensions, you want to find a page path or page title, whatever you want. For metrics, you want to find exits, and then just drag in the dimension on the row and the metric to the values, there you have the table. So now if you sort on exits, high to low, then the answer is the top three here. So the homepage, and the shop page, and then the collections holiday page. So those three pages have the highest number of exits. 85. Challenge 6: Highest grossing item: Now, this is where it's getting really interesting because we're now looking at e commerce data. I'd love you to find which item generated the highest amount of revenue between 1 June 2023 and 31 May in 2024. So go ahead and pass the video and please take your time by looking up the answer. If you are struggling, I would highly recommend to go back to the exploration section and see if you can help yourself out there a little bit. Good luck with this one. Please go ahead and pass the video. So here's a fun one because we are now looking at Ecommerce data, which is very interesting for especially CFOs and CEOs. So the answer is, you want to go to reports. Then under monetization here, you will find Ecommerce purchases, and then you want to change the start date here to first of June and the end date to 31 May 2024. Hit Apply. Then final thing to do is to sort on item revenue, and then here the first one is our answer. So in this case, it's the Super G Timbuk two recycled backpack. Funnily enough, it has what is it? Like 500 billion items added to the card. So yeah, this is a great example of why sometimes a demo account can be a little bit funky, but just know that the item revenue here is correct. So this is the correct answer for me. 86. Challenge 7: Purchases from Newsletter: So hopefully you are getting some of these right. If you're getting all of them right, then really hats off to you because some of these are pretty, pretty difficult. But I have full faith that you all are able to crack a few of these codes. So for this one, how many items were purchased through November newsletter, 2024 email? And I'll give you a hint. For this one, you'll really have to look at UTMs. So see if you can get an ecommerce report that's showing you revenue per item, and see if you can sort by UTM or even filter by UTM. Just see how you go, but that's going to be my tip for you. So please pause the video and see if you can correct this one. So yet another tricky one. There are actually two ways to do this. So you might have gone to Reports and to Ecommerce purchases again. Then you can click Plus here and find Sessionsurce slash Medium. And now you could probably look for newsletter. But as you can see, this is going to give you a lot of different newsletters. We want to have the November 2024 specifically. So this is one way to kind of do this, but a better way to do this is by going to Explore, clicking New Exploration. For dimensions, we want to use session source medium. Then for metric, we're going to go for items purchased. Then drag this one into row, this one into values. And boom, here we go. And as you can see, it's already showing up here, newsletter in November 2024, so you can just write down 1333 as the answer. You could also create a new filter on session source medium. And then you want to say it should contain November and then it should pop up here as well. So November 2024 apply. So that should also give you the right answer. So it's just a little bit better and easier to do this through the explorations rather than browsing through the reports here. But if you manage to find it through reports, that's also fine. You know, as long as you get the right answer, then you should be happy. Cool. So yeah, another difficult one, but I hope you manage this one. 87. Challenge 8: Bounce rate, google vs. baidu: Next up is one that I occasionally use. So this one could be really helpful if you want to compare different sources and see if there's a difference in them. So I'd like you to find which first user source has a higher bounce rate, Google or Baidu, which are both search engines. So please go ahead and pause the video and good luck with this. So here's a tricky one that you can do in two different ways. One of them would be in the reports under acquisition, you will have user acquisition. And then instead of the first user primary channel group, you can just use the first user source and then look for Google as well as BIDU separately. However, if you can see here, there is no bounce rate. And because we are in a demo account, we cannot change this report because normally, if you are in your own account, let me just show you. And you do the same. So use acquisition, first user source. Here you can customize the report, and you can add metrics bounce rate because it's not standard on these reports. So if you would do this in your own Gaour account, you would be able to do it like this. However, because we are in the demo account and we cannot edit this, we actually will have to use Explore. So you want to click Explore, create a new exploration. Four dimensions, type in first user source. Then you want to add it to the row. For metrics, we want to select bounce rate. Then add it to the values. Sometimes you have to drag it twice for some reason. Then for the filters here, because they're actually quite a lot of sources, we want to filter on first user source, and then it contains or it exactly matches Google. If you type it in, it will automatically show you apply. Google is 28.6. Then we want to filter on Baidu. And Baidu is 41.7. So the answer to this question is Baidu because it has a higher bounce rate. So if you want to try and create two filters here, let's say, I want to filter on Baidu as well as Google, then you will notice that this actually doesn't work. Oops. Let me just create a new one. Baidu. So now we have two filters set up exactly matches Google and exactly matches Bido. However, it's checking both of them. So what this does, it actually checks if the first user source is Google as well as Baidu, but it doesn't do it separately. It's only when a source has both Google and Baidu, which, yeah, it doesn't happen because it's either or, right? So how to do this, if you want to filter on multiple things, you want to select a filter first user source, then you want to select M rejex which stands for regular expression. And then we just type in Google, and then I have this vertical symbol. It's like right next to your Enter key. If you want to press Shift and then backslash, then you will get that one and then type in the results that you want. So you can add more here. You can add. Facebook, you can even add Instagram. However, we just want to have two, so I'm just going to use Bido and Google. And then we hit Apply. And here you go. So now it's filters both of them, but they filter separately. So now you have it in one view, right? So that would just help a little bit more, especially if you want to compare, let's say, ten different sources. So yeah, here we can see the answer to the question again. The answer is BDU because it has a higher bounce rate of 47.1. So yeah, a bit of a tricky one. If you've done this just filtering separately and just noting down one by one and then comparing later on, that's also fine because you still get the same correct answer. This is just a extra tip if you want to filter multiple things at once. 88. Challenge 9: Google Ads campaign with highest ROAS: Now, this could be a tough one because we haven't spent too much time on advertising, but we didn't touch upon it. So you should be able to solve this, but please don't be too mad at yourself if you can't because yeah, these are really tough questions. So yeah, if you can get them right, hats off to you. So for this question, which Google Ads campaign has the highest return on ADspend or ROAS, in short? Please go ahead and pause the video. So which Google Ads campaign has the highest return on ad spend? For this, we want to go to advertising. And this is pretty straightforward. So under planning, you will find Google Ads. Again, if you have this on your own account and you don't have Google Ads linked, you won't be able to see this. Let me just give you an example. So if we go to advertising, it would just say get started with advertising, right? So in the previous section, we learned about how to link Google Ads and Jour. So the demo account has one linked as well. That's why we click on advertising, and then we can see a few reports. So under planning, we want to go to Google Ads. And here it's going to already give us an overview of Google Ads campaigns, and then all the way on the right, we have return on ad spend. So if you want to click on that to sort high to low, that means that our campaign with the highest return on ADSpend is the HATS search campaign. It's actually returning 5.33, which means that for every dollar that's invested in this campaign, it returns $5.33. So it has a $4.33 profit. For each dollar invested, which is a really, really great amount. Just imagine pumping a few thousand dollar into this one, hoping to have the same return on AD spend, that will definitely generate you a lot of profit. So again, a perfect example of some CEO or CFO asking you which campaigns are performing well. Boom, just like that, you can filter on return on ADSpend and there you go. You can tell your boss that this one is generating a lot of money. And, of course, they will be happy with that. So yeah, also very important one to understand here. 89. Challenge 10: Find the Measurement ID: So last but not least, and this is probably something that you're going to do hundreds of times throughout your GF four career, which is finding the measurement ID. So for this one, what is the measurement ID of the North America and Canada web Stream, which is a data stream. So for this one, you're going to have to go into the Admin settings and go to data streams to find this. So very much luck. And please go ahead and pass the video. So one of the most important things is to be able to find the measurement ID of a data stream because you will going to need it for Google Tag Manager. You're going to need it for Wordpress or WooCommerce, Shop fy. Everywhere that you want to link your Gaour to another platform, you will need the measurement ID. So the way to find it is to go to Admin on the bottom left. Then under data collection and modification, either here or here, you will find data streams. So click on that. And then as you can see here, there's one Datastream currently set up, which is the North America and Canada website. So if you click on this one, then it opens up, and then you will see measurement ID right here. So you can copy it like that, and this is the answer to this question. 90. Congratulations! What's next?: Okay. Congratulations. Okay. Congratulations on completing school. Now, I know how difficult this subject can be, especially if you've never even used GA four before. If you've made it all the way to this ends, you can be very proud of yourself because we went all the way from the beginning from even setting up an account to all the way in the ends, creating your own custom reports, and hopefully maybe even doing some of those assignments. So yeah, congratulations. What's next? Well, first of all, I want you to be really proud of yourself because this is not easy stuff to digest, right? It's our, it's analytics, it's data, it's sometimes technical. And for me, I know it was a big learning curve in the beginning. So if you've made it all the way, just be very proud of yourself. Now, if you can kind of, you know, feel the warmth inside and you want to know a little bit more about data or maybe some advanced tricks, then I'm hopefully going to create a course on Google Tag Manager and Google Lukas Studio in the future. So make sure to check those out. But if you were happy with this, you know, you are satisfied, then maybe you can leave a review, so then I'm happy, and yeah, other people can find this course as well. If you want, you can stay in touch with me on LinkedIn. I'll put my yeah, I'll put my LinkedIn profile in the description. So yeah, feel free to stay in touch. Show me your amazing reports because they make me happy, too. And for now, just be really proud and I hope you enjoyed this course.