Google Analytics 4

(Reference Material)
 Overview of Google Analytics
Google Analytics (GA) is a valuable tool for website owners to gain insights
into their website and app visitors. Google Analytics 4 is the latest version of
Google Analytics, offering combined tracking for websites and mobile apps.

1. How Google Analytics Works

a. A special tracking code is placed on your website, capturing visitor

actions such as page views, time spent, and link clicks.

b. GA 4 collects and sends this data to your dashboard for analysis,

presenting it in easy-to-understand reports and trend lines.

2. Event-Based Data vs. Session-Based Data

a. GA 4 operates on event-based data, which provides more

contextualized information compared to session-based data.

b. Event-based data tracks every interaction as an event, giving website

owners deeper insights.

3. Benefits of Google Analytics 4

a. Website owners can convert GA data into actionable insights to

achieve their objectives.
b. GA 4 offers information on the effectiveness of campaigns,
engagement with web pages, and more.
It unifies all data in one place for both websites and mobile apps.
Google Analytics is a powerful tool that empowers website owners with
actionable insights. Explore GA 4 to delve deeper into your website and
app analytics.
 History of Google Analytics
This lecture provides an overview of Google Analytics and its history. It
explores the evolution of Google Analytics from its inception to the latest
version, Google Analytics 4.

1. Benefits of Google Ads

a. Early Days (2005)

● Google Analytics started in 2005 as a service for website

owners.

● Its primary purpose was to track website visitors and

provide insights like popular pages and visitor sources.

b. Urchin Acquisition (1995)

● Google's interest in analytics traces back to 1995 when

they acquired Urchin from Quantified Systems.

● Urchin was initially an internal tracking system used for

web hosting and log file processing.

c. Classic Google Analytics

● Google integrated Urchin's capabilities into what

became known as Classic Google Analytics in 2005.

● Classic GA introduced both synchronous and

asynchronous versions.

● Synchronous analytics added eCommerce tracking

capabilities, which became crucial with the rise of online
transactions.
d. Universal Analytics (2012-2013)

● Universal Analytics, introduced around 2012, aimed to

provide a unified view of user behavior across multiple
devices.

● It introduced the concept of User ID to link user

interactions on different devices.

e. Google Analytics 4 (October 2020)

● GA4, the latest version of Google Analytics, was released

in October 2020.

● It addresses the challenge of tracking users across

various devices and mobile apps.

● GA4 unifies web and mobile analytics under one

platform, eliminating the need for separate tools.
● It also enhances user engagement tracking, making it
easier to understand.

f. Key Differences

● GA4 differs from previous versions by combining web

and mobile analytics.

● It eliminates the need for separate tools for different

platforms.

● GA4 also improves user tracking across devices and

offers a more comprehensive view of user engagement.
Understanding the history of Google Analytics helps you appreciate its
evolution and the significance of the latest version, GA4.Future modules will
delve deeper into the features and functionalities of GA4.

Features & Benefits of GA4

This lecture focuses on the specific features of GA4 that are essential for
understanding and using the platform effectively.

1. Predictive Analytics

a. GA4 offers predictive analytics capabilities.

b. Predictive analytics can identify potential customers likely to

make a purchase based on their behavior.

c. Users can create segments to target this audience for improved

marketing efforts.

d. Predictive analytics, now available for free, is a valuable asset

for website owners.

2. Two Types of Ad Networks:

a. GA4 utilizes an event-driven data model.

b. It tracks every user interaction on your digital platform.

c. In addition to tracking, it captures contextual information,

enhancing the depth of analytics reports

3. Better User Journey Analysis

a. GA4's Funnel Analytics provides actionable insights for

optimizing user purchase funnels.
b. It aids businesses and web analytics owners in achieving
their objectives more effectively.
4. Improved Machine Learning Capabilities

a. GA4 employs Google's advanced machine learning

algorithms.

b. These algorithms provide actionable insights and

recommendations to optimize marketing efforts.

5. Easier Data Exploration

a. The GA4 interface offers intuitive and

easy-to-understand reports.

b. This enables users to extract insights and take actionable

steps from the data.

6. Privacy and Compliance

a. GA4 is designed with privacy and data consent

regulations in mind.

b. It allows businesses to operate effectively while

complying with global data regulations.

7. Real-Time Reporting

a. GA4 enables real-time reporting on digital properties.

b. Marketers can respond quickly to changing user

behavior, making their efforts more effective.

8. Seamless Data Integration

a. GA4 can be integrated with various reporting platforms,

including Google Data Studio and third-party tools.

b. This facilitates data exchange between systems and

provides valuable insights for campaign optimization and
reporting.
GA4 introduces advanced features and capabilities to help businesses better
understand user behavior, improve user experiences, and achieve marketing
objectives.These features make GA4 a powerful tool for web analytics and
digital marketing.The lecture concludes, inviting students to the next session.

Account Setup -Wordpress

Welcome to the lecture on Google Analytics 4. We've covered theoretical
concepts, and now it's time to understand how data flows into the GA4
dashboard.

Steps to Set Up GA4

Step 1: Ensure Digital Presence

● To use GA4, you need a website or digital presence where you want to
measure user interactions.

Step 2: Connect GA4 Account

1. You should already have a GA4 account, but you need to connect it to
your website.

2. GA4 provides a code snippet that you must place on your website.

Step 3: Obtaining and Placing the GA4 Snippet

● Log into your Google Analytics account and access your property.

● Create an account if needed, providing a name and relevant details.

● Specify your business objectives, which helps in generating useful

reports.

● Select the platform (web or app) for data collection.

● Paste the GA4 snippet code onto your website, typically in the
website's header section.
Step 4: Plugin Installation for WordPress Users

● For WordPress users, it's recommended to use the "Header and

Footer" plugin to insert the GA4 code.
● Install and activate the plugin from your WordPress dashboard.
● Configure the plugin settings to add a new snippet named "GA4" in
the header section.
● Paste the GA4 code and save the settings.

Congratulations! You have successfully set up your GA4 account to start

collecting data for analytics. This lecture marks the first step in building your
expertise in analytics.
Navigating the GA Dashboard
Key Interface Elements

1. Account and Property

a. Accounts collect multiple properties.

b. Properties are like labeled buckets where data sources (e.g.,

websites or apps) are combined.

2. Reports

a. Located under the "Home" tab on the left panel.

b. It is the core of analytics, displaying a variety of charts and data

related to user engagement.

3. Explorations

a. Found under the "Home" tab.

b. Offers interactive graphs, funnels, and trend lines for exploring

user engagement patterns and insights.

4. Advertising
a. Also under the "Home" tab.
 b. Provides insights into the performance and return on
investment (ROI) of digital advertising campaigns.

Understanding these basic elements of the Google Analytics interface is

essential for effective data analysis. It is recommended to log in and explore
the dashboard to become familiar with its functionalities.

Real-time reports
We will now delve into the core components of the platform.

Core Components: Dashboards and Reports

1. Real-Time Dashboard

a. Provides insights into real-time user activity on your website or

app.

b. Accessible via the Admin icon > Home > Reports > Real Time.

c. Key features:

● Geographic user distribution.

● User device analysis.

● Traffic source identification.

● Audience segmentation.

● Event tracking.

● Conversion events for business relevance.

● User properties for behavior analysis.

2. Event Tracking

a. Events are user actions on your website or app.

b. Examples include screen views and video play.

 c. Helps quantify event occurrences over time.

3. Conversions

a. Conversion events are business-relevant actions.

b. Examples include adding a product to the cart or activating an

online account.

c. Optimizes paid ad campaigns on platforms like Google Ads or

Facebook.

4. User Properties

a. Attributes that group users with common behavior.

b. Examples include geographical location and preferred language.

Understanding the Google Analytics dashboard and real-time reports is

essential for analyzing user behavior and optimizing your online presence.
Stay tuned for the next lecture, where we explore additional reports and
insights in Google Analytics.

Acquisition Report Overview

This lecture focuses on understanding acquisition reports in Google Analytics,
a crucial aspect of analyzing website traffic and user behavior.

A. Key Terms
1. Source: A source refers to the domain or website from which a
visitor arrives on your website, page, or app.

2. Medium: Medium indicates the means through which you acquire

visitors, such as a PPC campaign or organic search.
 3. Campaign: Campaigns are strategies that aim to attract visitors from
different domains simultaneously.

4. Default Channel Grouping: This term involves combining multiple

sources, mediums, and campaigns to simplify analysis, like grouping all
paid mediums into "paid channels."

5. Sessions: A session represents each instance a visitor interacts with

your website, typically lasting around 30 minutes.

6. Lifetime Value: Lifetime value measures the long-term value

generated by a visitor through transactions on your website. It's
essential for optimizing campaigns.

B. Accessing Acquisition Reports

1. To access acquisition reports in Google Analytics:

a. Navigate to Google Analytics.

b. Click on the admin section at the bottom left.

c. In the Reports tab, locate and select "Acquisition."

C. Overview of Acquisition Reports

The lecture provides an overview of key acquisition reports available in

Google Analytics:

1. Users and New Users

a. Understand the trends of users and new users visiting

your site over a selected time frame.
 b. Differentiate between new users (first-time visitors) and
users (including returning visitors).

1. Users in the Last 30 Minutes

a. Observe real-time data on user traffic by regions.

2. New Users by Source or Medium

a. Analyze the source and medium combinations bringing

new users to your website.

3. Sessions by Different Source/Medium Combinations

a. Identify which source and medium combinations are

driving the most significant number of sessions to your
site.

4. Sessions from Different Ad Campaigns

a. Evaluate the quality of campaigns by understanding how

many relevant sessions they generate.

5. Lifetime Value

a. Calculate the average lifetime value of users who have

spent a specific time on your website, helping you assess
user loyalty.

The lecture concludes by summarizing the key points covered in the

acquisition reports, offering students a comprehensive understanding of how
to analyze website traffic and optimize campaigns using Google Analytics.

Acquisition Report - User Acquisition

User Acquisition Reports provide valuable insights into the sources of traffic
to your digital platform (web or app) and user engagement metrics.

1. Accessing User Acquisition Reports

 a. To access User Acquisition Reports:

● Click on "Admin" in Google Analytics.

● Under the "Reports" tab, select "User Acquisition" under the

"Acquisition" tab.

2. Viewing Data

a. After selecting the desired time period, you'll see interactive graphs
depicting user trends over time.

b. A table displays information about traffic sources and user

engagement.

3. Understanding Engaged Sessions

a. An engaged session is a session with meaningful interaction, such as

conversions or extended time spent on your page (e.g., more than
two scrolls).

4. Analyzing Data

a. You can analyze data further by:

● Expanding the number of rows in the table.

● Using segmentation to explore subsegments of user

acquisition data.

5. Geographic Data

a. Geographic data helps identify the origin of your visitors. Examples:

● Toronto: 1,000 new visitors.

● New York: 935 new visitors.

● "Not set" indicates that the visitor's location couldn't be

determined.
 6. Exploring Subsegments

a. Encourage students to explore other subsegments on the Google

Analytics interface to gain more insights and generate reports.

By the end of this lecture, you should have a good understanding of how to
navigate and interpret User Acquisition Reports in Google Analytics. Covered topics
include adjusting the time frame and creating subsegments for comparing
engagement metrics.

Acquisition Report - Traffic Acquisition

We'll now explore how to understand where your website or app users, both
new and returning, come from.

1. Differentiating from User Acquisition Reports

a. Traffic Acquisition Reports focus on the sources of traffic, both

new and returning.

b. User Acquisition Reports primarily deal with the acquisition of

new users

2. Accessing Traffic Acquisition Reports

a. To access Traffic Acquisition Reports:

● Go to the Google Analytics interface.

● Under the "Admin" tab, select "Reports" and then click

on "Traffic Acquisition."

3. Understanding the Interface

a. Pay attention to the time period selector, which allows you to

compare data from different timeframes.

b. You can compare current data with a preceding period, making

it useful for analyzing seasonality or campaign impacts.
 4. Interpreting the Data

a. The table in the report displays various metrics and

percentages.

b. For example, a 21% increase in direct traffic from 5th July to 1st
August compared to the period from 7th June to 4th July.

5. Practical Applications

a. These reports are valuable for understanding the effectiveness

of marketing campaigns, tracking changes in user behavior, and
identifying seasonal trends.

This lecture provides a foundational understanding of Traffic Acquisition

Reports in Google Analytics.

Engagement reports Part 1

Welcome to the lecture on Engagement Elements in Google Analytics. In this
session, we will delve into understanding user engagement metrics to assess
what users do once they visit your website or app.

1. Recap from User Acquisition

a. In the previous lecture on User Acquisition, we examined the

sources of visitors to your website or app.

2. Accessing Engagement Reports

a. To access Engagement Reports:

● Go to the Google Analytics interface.

● Click on the "Reports" tab.

● Select the "Engagement" sub-tab.

3. Overview
 a. Average Engagement Time: Measures the time users actively
engage with your website or app.

b. Engaged Sessions per User: Counts the number of sessions

where users viewed multiple screens or pages, triggered
conversions, or had sessions lasting 10 seconds or longer.

1. User Activity Over Time

a. One Day Active Users: The number of users who accessed your
site or app in the last 24 hours.

b. Seven Day Active Users: The number of users who accessed

your site or app in the last week.

c. 30 Day Active Users: The number of users who accessed your

site or app in the last month.

2. User Stickiness Ratios

a. DAU by MAU (Daily Active Users by Monthly Active Users):

Measures how engaged daily users are compared to monthly
users.

b. DAU by WAU (Daily Active Users by Weekly Active Users):

Measures daily user engagement against weekly users.

c. WAU by MAU (Weekly Active Users by Monthly Active Users):

Measures weekly user engagement compared to monthly
users.

In this lecture, we explored essential engagement metrics that help gauge

user interaction with your website or app. In the next lecture, we will dive
into specific details within the Engagement tab. Stay tuned! This summary
organizes the content into headings, subheadings, and bullet points, making
it easier for your students to follow and comprehend the lecture material.
 Engagement reports Part 2
The lecture provides a detailed exploration of the Engagement Reports in
Google Analytics.

1. Accessing Engagement Reports

a. To access Engagement Reports and its specific elements:

● Navigate to the Admin section.

● Click on the Reports tab.

● Select "Engagement" from the available options.

● Further refine the time window for data analysis.

2. Understanding Events

a. Events are actions to track on your website or app.

b. Key metrics related to events:

● Event count: Total number of events over time.

● Total user: Number of users contributing to specific

events.

● Event count per user: Divides total events by total users.

● Total revenue: Revenue generated from events.

3. Analyzing Event Sources

a. Subsegments can be created to understand the sources of

events.

b. Example: Analyzing events by gender under Demographics.

4. Conversions
 a. Conversions are significant business-related events.

b. Metrics related to conversions:

● Conversion metric: The number of times a specific

conversion event occurred.

● Total user: Number of users contributing to conversions.

● Total revenue: Revenue generated from conversions.

5. Pages and Screens

a. Provides insights into which pages or screens are viewed by

users.

b. Metrics:

● Sessions: Number of times a page/screen was initiated.

● Users: Number of users who visited the page/screen.

● New Users: Users visiting the page/screen for the first

time.

● Average views per user: Indicates user engagement.

● Average engagement time: Duration of user focus on a

page/screen.

6. Landing Page Analysis

a. Helps identify frequently viewed landing pages.

b. Useful for optimizing campaigns and SEO efforts.

c. Allows segmentation by different traffic sources.

Note: It is very important to get hands-on practice for understanding Google

Analytics reports.
 Intro to user reports
User Reports provide valuable insights into the users accessing your website
or app. These reports include information about user demographics,
location, interests, and more.

1. Accessing User Reports

a. Log In: Log in to Google Analytics.

b. Admin Section: Access the Admin section.

c. Reports Tab: Click on the Reports tab.

d. User: Select the User option.

2. User Attributes Overview

In this section, we will explore various user attributes and their

insights.

a. Users by Country

● Discover where users are accessing your app or website

from.

● Gain insights into the geographic distribution of your

audience.

b. Users in the Last 30 Minutes

● Monitor real-time user activity on your platform.

● Understand current user engagement.

c. Users by City

● Determine which cities your users are from.

● Use this information for targeted marketing or content

localization.
 a. Users by Gender

● Analyze the gender distribution of your audience.

● Tailor content and campaigns to specific demographics.

b. Users by Interest

● Gain insights into users' interests based on browsing and

search behavior.

● Fine-tune your content and advertising strategies.

c. Users by Age

● Identify the age groups of your users.

● Ensure that your content aligns with your target

audience.

d. Users by Language

● Determine the default browser language of your users.

● Optimize content for the most common languages.

3. Overlaying User Attributes with Engagement Data

a. In upcoming lectures, we will explore how to combine user

attribute insights with user engagement data for a
comprehensive understanding of your audience.
User Reports in Google Analytics offer valuable information about your
audience. Utilize these insights to refine your marketing, content, and user
engagement strategies.

Demographics
Demographic reports provide crucial insights into user characteristics when
accessing your website or app. Key demographic data includes user interests,
age, gender, and location. It's important to note that this information is
available only from users who have consented to provide it, and data
thresholds may apply to protect user privacy.

1. Accessing Demographic Reports

a. Log In: Access Google Analytics.

b. Access Reports: Navigate to the Reports section to access

demographic reports.

2. Demographic Report Overview

Explore different aspects of user demographics to tailor your

marketing efforts effectively.

a. Users by Country

● Understand the geographic distribution of your users

over time.

● Gain insights into the countries from which users access

your site or app.

b. User Engagement Data by Country

● Analyze user engagement data, including new users and

engaged sessions, by country.

● Assess the performance of your site or app in specific

countries.
 c. Slicing Data

● Customize your analysis by slicing data according to

various attributes, such as region, city, language, age,
gender, and interests.

● This customization helps you target specific user

segments effectively.

Demographic reports in Google Analytics play a critical role in aligning your

marketing efforts with your audience. Familiarize yourself with these reports
and use them regularly to make informed decisions. Consider creating
customized reports to suit your website or app's specific needs. Continue
learning in the next lecture.

Adding Ad Groups
The Tech Overview reports in Google Analytics provide valuable information
about the technology used by users to access your website or app. This
information includes details about the operating system, device type, screen
resolution, and more.

1. Importance of Tech Overview

a. Understanding the technology your users employ is crucial for

optimizing your app or website to enhance user experiences.

b. This data helps your product and technology teams make

informed decisions about improving performance and
responsiveness.

2. Accessing Tech Overview Reports

a. Log In: Access Google Analytics.

b. Navigate to Reports: Go to the Reports tab.

c. Tech Overview: Click on "Tech" in the Reports section.

1. Overview Report

The Overview report provides quick cards summarizing key

technology-related data.

a. Platform Overview

● This card displays the platform (e.g., web) users are

using to access your app or website.

b. Operating System

● This card shows the operating systems used by users,

helping identify the most common ones.

c. Users by Platform or Device

● This card categorizes users by whether they access your

platform from a mobile device, desktop, or tablet.

d. Browser Usage

● This card highlights the web browsers users utilize to

access your content, which can help ensure
compatibility.

e. Screen Resolution

● This card provides insights into the screen resolutions

used by your audience, aiding in optimizing responsive
design.

f. App Version

● This card presents information on the versions of your

app being used, essential for tracking user adoption of
updates.
 ● This card presents information on the versions of your
app being used, essential for tracking user adoption of
updates

g. Latest App Release Overview

● This card indicates the status of the latest app release,

helping to identify any issues that need investigation.

h. Stability Overview

● This card offers insights into the number of crash-free

users, a critical metric for app stability.

i. Users by Device Model

● This card provides specific device model data, enabling

you to pinpoint which devices users prefer.

The Tech Overview reports are a valuable resource for understanding the
technology landscape of your user base. Utilize this data to enhance your app
or website, address compatibility issues, and improve overall user
experiences. Stay tuned for the next lecture.

Tech reports
In this lecture, we will delve into how technology metrics, such as devices,
browsers, and operating systems, intersect with user engagement and other
relevant purchase metrics in Google Analytics.

1. Accessing Tech Details Report

a. To access the Tech Details report in Google Analytics, log in and

navigate to the "Tech Details" sub-tab under the "Tech" section in
the Reports tab.

2. Technology Metrics and User Engagement

a. Users by Browser Over Time

 ● This graph illustrates the trends in user engagement with
various web browsers over time, helping identify
changes in browser preferences.

b. Cumulative Users by Browser

● This card provides a cumulative view of user

engagement, showing which browsers have the most
users. It aids in understanding the overall user base.

c. User and Engagement Metrics by Browser

● This table displays user and engagement metrics,

allowing a comparison of different browsers. For
instance, it can reveal that users on Safari have a higher
engagement rate compared to Chrome users.

d. Exploring Different Dimensions

● Google Analytics offers the flexibility to explore various

dimensions beyond browsers, such as device category,
screen resolution, platform, and more. These
dimensions can provide deeper insights into user
behavior.

The Tech Details report in Google Analytics helps you connect

technology-related metrics with user engagement and other purchase
metrics. Analyzing this data can lead to valuable insights that allow you to
enhance user engagement, optimize content, and improve the overall user
experience on your website or app.

Google Ads Auction

In this lecture, we explore the process of creating custom reports in Google
Analytics to view data in a format that suits your preferences and
requirements.
1. Accessing Custom Reports

a. Log in to Google Analytics.

b. Hover over the "Admin" section.

c. Under the "Explore" tab, choose either a blank or new

exploration to create a custom report.

2. Building a Custom Report

a. Select Dimensions and Metrics: Custom reports offer the

flexibility to choose dimensions (e.g., cities, sources) and
metrics (e.g., users, purchase amount) that are relevant to your
analysis.

b. Import Your Selection: After selecting dimensions and metrics,

import your choices to generate the report.

3. Visualizing Data

a. Table Format: You can visualize the data in a simple table

format.

b. Configure Rows and Columns: Customize the report by

selecting rows (e.g., city, source/medium) and columns (e.g.,
total users, purchase revenue) that provide the insights you
need.

c. Cell Type: Toggle cell types to make data more easily viewable,
such as plain text.

4. Understanding Custom Reports

a. Custom reports allow you to create tailored reports that display

data the way you prefer to analyze it.
 b. For example, you can see how many users from New York City
contributed to a specific revenue amount, as well as the
sources that brought in those users and revenue.

This lecture demonstrated the flexibility of Google Analytics in creating

custom reports to suit your specific analysis needs. Experiment with custom
reports to gain a better understanding of what works best for your data
analysis. Stay tuned for the next lecture!

Custom events
In this lecture, we'll cover how to create custom events in Google Analytics.
Custom events allow you to track specific interactions on your website or app
that are relevant to your business.

1. Understanding Events

a. Events in Google Analytics represent interactions between

users and your web page or app.

b. Many predefined events are automatically captured by Google

Analytics.

2. The Need for Custom Events

a. Sometimes, you may want to track events specific to your use

case that aren't covered by predefined events.

b. Custom events enable you to track these unique interactions.

3. Creating Custom Events

a. Accessing the Admin Panel

● Log in to your Google Analytics account.

● Navigate to the Admin panel.

 ● Select "Create Event" to begin configuring your custom
event.

b. Configuring a Custom Event

● Enter a custom event name, e.g.,

"success_purchased_item."

● Note: Event names should not have spaces; use

underscores to separate terms.

● Define conditions under which the custom event will be

measured. For example, you can specify the page
location where the event occurs.

● Optionally, add modifications to pass additional

parameters, such as currency and value.

c. Saving the Custom Event

● Click "Create" to save the custom event configuration.

● Your custom event will be listed in the Events section.

d. Marking as a Conversion Event

● To indicate the custom event's business relevance, mark

it as a conversion event.

● Under "Conversions," click "New Conversion Event" and

use the exact event name created earlier.

● Click "Save" to confirm the custom event as a conversion

event.

e. Marking as a Conversion Event

● To indicate the custom event's business relevance, mark

it as a conversion event.
 4. Analyzing Custom Events

a. Once the custom event is triggered on your platform, Google

Analytics will start recording and displaying data associated with the
event.

Custom events in Google Analytics allow you to track specific user interactions that
are critical to your business. Experiment with creating custom events for your
unique use cases to gain valuable insights.

Exclude traffic
In this lecture, we'll explore how to exclude internal traffic from your Google
Analytics 4 reports. This is essential to obtain accurate data that reflects
genuine user interactions, rather than internal visits.

1. The Challenge

a. Sometimes, internal traffic from your team or organization can

distort your analytics data. It's crucial to distinguish between
internal and external traffic.

2. Creating a Custom Web Stream

a. Accessing Admin Section

● Log in to your GA4 account.

● Navigate to the Admin section.

b. Creating a Web Stream

● Under the "Property" tab, click on "Data Streams."

● Add a new web stream.

● Name the web stream, e.g., "Internal Traffic."

c. Installing Tracking Code

 ● After creating the web stream, you'll receive tracking
code.

● Manually paste this code across all pages from which

you want to exclude internal traffic.

a. Configuring Tag Settings

● Go to "Configure Tag Settings" in the web stream

settings.

● Click on "Show All" to see configuration options.

● Look for the "Define Internal Traffic" section.

b. Creating an Internal Traffic Rule

● Click on "Define Internal Traffic."

● Create a new rule, e.g., "Corporate HQ."

● Specify the IP address (or a range of IP addresses) you

want to exclude.

c. Completing the Process

● Save the internal traffic rule.

● You have successfully set up a rule to exclude traffic from

the specified IP addresses.

3. Practice Activity

Take the initiative to identify your own IP address and create a rule to
exclude it from GA4 reports.

Excluding internal traffic is crucial for obtaining accurate and meaningful

insights from your GA4 reports. By following these steps, you ensure that
your analytics data truly represents user interactions, free from internal
visits.
 Segments
In this lecture, we'll explore the concept of segments in Google Analytics and
how to create them. Segments help us analyze specific subsets of users or
sessions, allowing for more in-depth insights.

1. Significance of Segments

a. Segments are crucial because they enable us to compare and

analyze the behavior of specific groups of users against the
overall audience.

b. They help answer questions like how a particular demographic

group or traffic source is performing on a website.

2. Creating a Segment

a. Accessing the Segment Creation

● Go to "Explorations" by selecting the Admin tab and

then Explore.

● Create a blank exploration.

b. Creating a User Segment

● Click on the plus icon to create a segment.

● Choose a condition; for example, select users aged 18 to

24.

● Apply the condition.

c. Adding Additional Conditions

● To refine the segment further, add more conditions, such

as selecting users from a specific traffic source, e.g.,
Google.

● Apply the additional conditions.

 3. Building an Audience

Once you've created a segment, you can build an audience out of it.
This allows you to use the segment in various reports and
comparisons.

4. Using Segments in Reports

a. Go to the report where you want to apply the segment.

b. By default, all users are selected.

c. Add a comparison and select the specific audience or segment

you created.

d. Apply the segment to compare the behavior of this group with

the overall audience.

Creating and using segments in Google Analytics is a powerful way to gain

deeper insights into user behavior, demographics, and traffic sources. You
can create custom segments for various subgroups and compare their
performance in different reports.

Access
In this lecture, we explore the various user roles and access levels in Google
Analytics (GA4) and understand their significance in managing access to
account configurations and data.

1. User Access Levels

a. Google Analytics provides different user roles, each with
specific access permissions:
● Viewer Role
○ Users with the Viewer role can access and view all
data within GA4 reports.
○ They cannot edit or make changes to any shared
or collaborated assets.
 ● Analyst Role

○ Analysts have all the access of a Viewer and can

additionally edit shared, collaborated assets.

○ They can analyze data and make changes to

specific reports.

● Marketer Role

○ Marketers have access to everything that Analysts

and Viewers have.

○ They can create audiences, events, and

conversions, crucial for measuring marketing
campaign effectiveness.

● Editor Role

○ Editors possess all the permissions of a Marketer

and have access at the property level.

○ They can configure data filtering rules and

perform customizations.

● Admin Role

○ Admins have administrative access at the entire

account level.

○ They can create users, grant or revoke access, and

manage account configurations.

2. Significance of User Roles

a. Assigning the appropriate user role is essential for maintaining

data integrity and security.

b. Admin access should be granted judiciously as it has control

over the entire account.
 a. Marketers, Editors, and Analysts have access to specific tools to
analyze and enhance data within their respective domains.

b. Viewers have limited access, ensuring data confidentiality.

3. Role Assignment Scenario

a. Consider different scenarios, such as interns, marketing

heads, agencies, and bosses.

b. Assigning suitable roles in these scenarios ensures

efficient data management and security.

Understanding and assigning the right user roles in Google Analytics is crucial
for maintaining data integrity and ensuring that users have access to the
tools they need while preserving data security. Proper role assignment helps
optimize data analysis and reporting.

UTM
In this lecture, we'll explore the concept of UTM parameters and how they
are instrumental in tracking the effectiveness of various marketing
campaigns, banners, and content placements.

1. Understanding the Challenge

a. Imagine running multiple ad campaigns and content

placements across different platforms and websites.

b. The challenge is to determine which of these efforts are most

successful and warrant further investment, and which should
be optimized or discontinued.

2. UTM Parameters: The Solution

a. UTM stands for Urchin Tracking Module, a system for tracking

and analyzing campaign performance.
 a. UTM parameters allow you to add specific tags to your URLs,
providing valuable data for tracking and analysis.

3. Creating UTM Parameters

a. URL or Landing Page: Begin by entering the URL of the landing

page associated with your campaign.

b. Campaign Name: Specify a campaign name to identify it

uniquely. This can be a simple identifier for the campaign.

c. Medium: Define the medium through which you are receiving

traffic, such as email, PPC, or banner exchange.

d. Source: Indicate the exact source or location where you are

receiving the traffic, like LinkedIn post, blog post, or homepage.

e. Content: Describe the content of the banner or creative that is

driving traffic. For example, "Offer 2023."

f. Term: Optionally, you can use this field to provide further

details about the content, such as "20% off."

g. Campaign ID: Assign a unique identifier for your campaign.

4. Generating the UTM URL

a. Once you've filled in these parameters, you can use a UTM

generator tool to create a UTM tracking URL.

b. This URL will contain all the tracking information you need to
monitor the campaign's performance.

5. Practical Usage

a. Use the generated UTM URL when distributing your content or

ads. It can be shared in blog posts, WhatsApp messages, SMS,
and more.
 b. This URL will contain all the tracking information you need to
monitor the campaign's performance.

5. Practical Usage

a. Use the generated UTM URL when distributing your content or

ads. It can be shared in blog posts, WhatsApp messages, SMS,
and more.

b. Consider using URL shortening tools to make the UTM URLs

more user-friendly.

6. Analyzing UTM Parameters in GA4

a. In Google Analytics 4 (GA4), you can view the UTM source and
medium values in traffic reports.

b. This data helps you evaluate the success of your campaigns and
make data-driven decisions.

UTM parameters are a powerful tool for tracking the effectiveness of various
marketing efforts. By creating and utilizing UTM parameters, you can gain
valuable insights into which campaigns and content placements are
delivering the best results, allowing you to optimize your marketing strategy.

Integrating Google Analytics 4

we'll explore the integration of Google Analytics with other Google Suite
products to streamline and enhance your data analysis and marketing efforts.

1. Understanding the Google Suite Ecosystem

a. Google Analytics is just one part of a broader ecosystem of

Google tools that can improve your analytics and marketing
efforts.

b. Other key tools include Google Search Console, Google Ads,

and Firebase, each serving specific purposes.
 2. The Importance of Integration

a. Integration of these tools with Google Analytics is crucial to

consolidate data and insights into one central location.

3. Steps to Integrate Platforms

a. To integrate platforms like Search Console, Ads, and Firebase

with your Google Analytics account, follow these steps:

● Access the Resources tab for a step-by-step guide on

integration.

● Consider connecting Google Analytics with BigQuery, a

robust data storage and analysis platform, for more
in-depth and visually appealing analysis.

4. Benefits of Integration

a. Integrating these tools provides a comprehensive view of your

marketing campaigns and website performance in one place.

b. It simplifies data analysis, making it easier to draw insights and

make informed decisions.

The Google Suite of products is designed to improve and streamline your

marketing and analytics efforts. By integrating Google Analytics with other
tools like Google Ads, Search Console, and BigQuery, you can harness the full
potential of data analysis and make data-driven decisions.
Good Luck :)