weballin DIGIWIKI
Clear explanations of SEO, AI search, content, advertising and analytics, with practical context.
323 terms
digital analytics
Data-driven decision making uses collected evidence and analysis to answer business questions and evaluate the results of chosen actions. Interpret the data’s conditions and limitations alongside experience and judgment.
digital analytics
A measurement strategy is a plan for designing indicators, data collection, verification and reporting methods to answer the questions your business needs to decide.
digital analytics
Key Performance Indicators (KPIs) are key performance indicators chosen to determine how much progress you have made toward your goals. Not every measurable number is a KPI.
digital analytics
Segmentation is an analysis method that creates subsets by filtering user, session, and event data based on specific conditions. By comparing group differences rather than the overall average, you can precisely identify the cause of marketing performance.
digital analytics
A session groups a period of activity on a website or app in GA4. One user can have multiple sessions.
digital analytics
Conversion refers to the completion of actions determined to be meaningful to business goals, such as purchasing, receiving an inquiry, or signing up. Which actions count as conversions will depend on your business and measurement objectives.
digital analytics
Key events are events that GA4 designates as actions that are particularly important to the business. First, make sure the behavior is collected correctly and then mark it as a key event.
digital analytics
A funnel defines stages toward a target action and compares progression and abandonment.
digital analytics
Retention refers to the extent to which customers or users return to use or purchase over time.
digital analytics
GA4 bounce rate is the percentage of sessions that were not engaged sessions. It is the inverse of engagement rate; viewing only one page does not by itself make a session a bounce.
digital analytics
GA4 engagement rate is the share of all sessions that are engaged sessions. It is calculated as engaged sessions divided by total sessions and adds up to 100% with bounce rate.
digital analytics
Conversion Rate (CVR) is the ratio of completed target actions (purchase, reservation, inquiry, membership registration) to total sessions (or users), and is a key indicator that measures the efficiency of marketing channels and the persuasiveness of landing pages.
digital analytics
Click-through rate (CTR) is the ratio of the number of times a search result or ad is actually clicked compared to the number of times it is exposed. CTR is calculated as number of clicks ÷ number of impressions × 100, and is an indicator of the attractiveness of search results and the persuasiveness of the title and description.
digital analytics
A landing page is the page that a user first arrives at after clicking on an advertisement, search result, or social link. It mainly refers to pages for conversion purposes designed to encourage specific actions (consultation application, purchase, phone call) from visitors.
digital analytics
Touchpoints are the individual points of contact a user has with your brand or ad during the conversion process. The attribution model distributes conversion contribution differently depending on the location of each touchpoint (first, middle, last), and can be checked by channel in the GA4 conversion path report.
digital analytics
Attribution assigns credit to touchpoints leading to a key event or conversion. Results depend on the model and analysis scope and do not directly establish causal impact.
digital analytics
A dashboard is a reporting interface that gathers key indicators and visualizations on one screen to quickly understand the status of your business. It is common to connect GA4·Search Console data to Looker Studio and share it in real time.
GA4
Google Analytics 4 (GA4) is Google's analytics tool that collects and analyzes user interactions on websites and apps in an event-driven manner.
GA4
GA4 properties are unit containers where data is collected and analyzed. They are located under the account and enable cross-platform analysis by uniting web and app streams. On the GA4 screen, check and set in the Admin → Properties column.
GA4
A GA4 account is a top-level management container that holds properties and is organized into legal entities or organizational units. On the GA4 screen, check in Admin → ‘Account’ column on the left. The data itself is located under the properties.
GA4
The GA4 data stream is a channel through which data from each platform, Web, iOS, and Android, is received under properties, and a tag is installed with the measurement ID (G-XXXXXXXX) issued when creating the web stream. Check in Management → Data Streams.
GA4
A web data stream is a channel that connects website data to a GA4 property. Data collection begins by entering the measurement ID (G-XXXXXXXX) provided during creation into GTM or gtag.js. Set in Management → Data Stream → Stream Selection.
GA4
A measurement ID identifies a GA4 web data stream and starts with G-. It tells a web tag where to send data.
GA4
The app instance ID is a unique identifier that the Firebase SDK generates per mobile app install and acts like a client ID in your app. Used as the app_instance_id parameter when sending app events from the server using the measurement protocol.