This document provides an overview of key metrics for analyzing Google Analytics data, including impressions, click through rate, sessions, bounce rate, users, and segmentation. It defines impressions as the number of times an ad is shown, and click through rate as the ratio of clicks to impressions. Sessions are grouped interactions on a website within 30 minutes, and bounce rate is the percentage of single-page sessions. Users are anonymous identifiers, and segmentation allows isolating and analyzing subsets of data. The document also discusses evaluating overall campaign performance using a weighted quality score.

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Analysis Using Google Analytics Data

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The Agenda.
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Conversions/
Transactions
Users
Sessions
Impressions

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Impressions
Impressions
An impression is counted each time your ad is shown on a search result page or other site
on the Google Network.
Key Metric
Click Through Rate (CTR)
A ratio showing how often people who see your ad end up clicking it. CTR can be used to
gauge how well your keywords and ads are performing. CTR is the number of clicks that
your ad receives divided by the number of times your ad is shown expressed as a
percentage (clicks ÷ impressions = CTR).
Reach and Frequency
Frequency is the average number of times a unique user sees your ad over a given time
period and reach is how many people saw your ads.

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The Agenda.
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Conversions/
Transactions
Users
Sessions
Impressions

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Sessions.
Sessions
A session is a group of interactions that take place on your website within a given
time frame. For example a single session can contain multiple screen or page views,
events, social interactions, and ecommerce transactions. Most analytics tools use
30 minutes of inactivity to separate sessions. This 30-minute period is called the
timeout.
Key Metric
• Bounce Rate
• Bounce rate is the percentage of single-page sessions (i.e. sessions in which the
person left your site from the entrance page without interacting with the page).
• Session Durations
• Page Depth

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The Agenda.
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Conversions/
Transactions
Users
Sessions
Impressions

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User.
User
A user is the tools best-guess of an anonymous person. Users are identified using an
anonymous number or a string of characters. GA normally creates the identifier the
first time a user is detected. The identifier persists until it expires or is deleted.
Key Metric
• First User Vs Retuning User
• Conversions Rate

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Segmentation.
User Segmentation
Segments let you isolate and analyze those subsets of data so you can examine and
respond to the component trends in your business. You can also use Segments as
the basis for Remarketing Audiences.

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Segmentation cont...

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Segmentation cont...

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Keep this space
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Evaluate Overall Campaign Performance.
Weighted Average Campaign Quality Score
SEM team developed a weighted quality score for each campaign based on ROI%, conversion rate and
bounce rate. The formula provides a maximum score of 1 and a minimum score of -1 to evaluate the
performance of a campaign.
This allow us to identify campaigns that may need attention in terms of either new landing pages, budget
focus, new ads or that stock could be low.

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