Our contextologist Julia Khoda has prepared 5 unapparent questions about Google Analytics and answers to these questions.

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Starting to work with GA, many do not pay much attention to the structure of the service, which could later lead to a dead end.

Therefore, question number 1: How to quickly delve into the structure of your Google Analytics account?
The structure has a three-stage architecture, and the wider the level with the access provided, the more rights the user has. In descending order of opportunities, there are an account, a property, a view.

Imagine that an account = company or business,
property = site or application,
view = report repository.
Each stage is responsible for individual meter settings.

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Creating segments makes it easier to work with data in Google Analytics, but not everyone knows about the nuances of using them while creating a remarketing audience.

And question number 2 is right about this: How is it useful to change the period of the retrospective analysis when segments are created?
If you choose a filter not by session, but by users when the audience segments are created, you can increase the period of the retrospective analysis from 7 to 30 days. If you create a remarketing audience on its basis, it will cover users who are in the segment and visited the site during the last month.

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From time to time GoogleAnalytics adds new services, but the reasons for their creation are not always clear. One of the most recent is Google Signals.

So, question number 3: What is Google Signals and what we activate it?
Google Signals is a service in Google Analytics with a new approach to data collection that allows you to get additional information:

– on the crossing of user devices (mobile, desktop, tablet);
– about the path of devices;
– about the device on which the conversion occurred.

Google Signals also allows to create remarketing campaigns for several devices: if users visit the site from a smartphone, we will be able to show ads on their other devices.

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If suddenly you came to the conclusion that one of the traffic sources does not bring customers, do not rush to opt it out. It may be important in advancing the user to the conversion.

Question number 4: Where can we get more information about the role of the source?
The “Main Conversion Paths” report (section “Conversions” – “Multichannel Sequences”) will help with this. It displays intermediate sources of user’s contact with the site. Analysis of these data will help determine the value of sources and not exclude from work those sources that do not directly lead to conversions, but play another important role – push the user to make a conversion.

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Question number 5: What else?
By changing the attribution model in the conversion report, you can analyze the weight of each source in the user’s conversion path from the point of view of different models. In such a report, according to the chosen attribution model, each source is assigned a value, depending on what stage of the user’s conversion path this source is utilized.