Account

Your account is where everything lives inside Google Analytics. Think of it as the top-level folder that you access using your login details. In most cases you’ll have access to a single account that’s storing data for your website, but if you’re managing multiple websites that aren’t directly related, then these should be stored in separate accounts. For example if you’re managing your company website and your personal blog. Accounts (and their assets) can be shared with multiple users.

Acquisition

You can understand how people find your website using the Acquisition reports. The reports present data based on the source and medium of your users, along with other acquisition dimensions. There are dedicated reports for your paid traffic from Google AdWords, organic traffic from Google (if you have linked your Google Search Console account), traffic from social networks and traffic from custom campaign tags.

Active Pages

When viewing the Real Time reports, Active Pages shows you the pages people are currently viewing on your website. When someone navigates to another page or closes their browser the page that was shown as active will be removed from the Real Time reports.

Active Users

The Real Time and Home reports show you how many people are currently viewing content on your website. Data is processed within a few seconds into the Real Time reports and you can view data for the previous 30 minutes. While the Active Users report (under ‘Audience’) tells you the number of unique users who performed sessions on your website within a certain number of days.

Advanced Segment

Apart from the default (or system) segments, you can also create custom segments to filter the data that is (or is not) included in your reports. Segments can be configured to focus on particular sections of your traffic based on users and sessions. For example, you can create a custom segment to perform more detailed analysis on your top-performing customers to understand how they’re engaging with your website.

Analytics Intelligence

Google’s machine learning identifies trends and changes in your data. For example, if there is a sudden increase in traffic to your website this will be highlighted by Analytics Intelligence. The feature also allows you to ask questions, like ‘What is my best landing page?’ to quickly find answers.

API

There are a number of APIs (Application Programming Interfaces) that you can use to access data from Google Analytics. They can be used to access your data outside the Google Analytics interface, including in Google Sheets and your own custom applications. APIs include the Core Reporting API to access data from the standard reports, the Real Time Reporting API to access live data, the Multi-Channel Funnels API to access attribution data, plus the Embed API, the Metadata API and the Management API.

Assisted Conversion

Inside the ‘Multi-Channel Funnels’ reports you will find assisted conversions which show you the channels which later led to a conversion. For example, if a user came to the website from Twitter and then later from Google AdWords, Twitter would be counted as an ‘assisted conversion’. The reports also allow you to view assisted conversions based on other dimensions, including campaign, source, medium, landing page and more.

Attribution

Attribution allows you to control how credit for a particular conversion is given to the marketing channels that led to the action taking place. Google Analytics provides a variety of attribution models in the ‘Multi-Channel Funnels’ and ‘Attribution’ reports. Attribution takes into account the channels (and traffic sources) used across multiple sessions for a user. You can set the amount of historical data included in the reports using the lookback window. See also first interaction and last interaction.

Audiences

You can configure custom audiences to see more granular metrics inside your reports. For example, if you’re considering running a remarketing campaign you can create an audience to monitor current performance before you begin advertising. You can find the Audiences report under ‘Audience’.

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