Google Analytics Data Processing

Configuration Settings

• Transformation: Data is transformed into dimensions and metrics.
• Storage: Each dimension is stored in its own aggregate database table for fast retrieval.

Data Collection

• Types: Collects data like location, device type, and browser type.
• Dimension Reports: All GA reports are single dimension with corresponding metrics.
• Report Structure: Rows for dimensions and columns for associated metric data.

Metrics Calculation

• Configurations like Goals or Enhanced Ecommerce include additional metrics.
• Aggregate Metrics: Total sessions, users, pageviews.
• Specific Dimensions: Sessions, new users per country.
• Key Calculations:
  • Time on Page: timestamp of pageview hit 2 - timestamp of pageview hit 1
  • Pages per Session: Average of unique pageview hits per session
  • Avg. Session Duration: first hit timestamp - last hit timestamp
  • Bounce Rate: Single interaction = session duration and time on page of zero

Dimension and Metric Scopes

• Types of Scopes: Hit-level, Session-level, User-level
• Pairing: Metrics and dimensions must share the same scope for pairing.
  • Example: Page Title (hit-level) can't be paired with Total Sessions (session-level)
• Custom Dimensions/Metrics: Must manually set scope.
• Scope Reference: Provided at the end of the lesson.

Data Processing and Reporting

• Data linked with unique property ID.
• Aggregate Tables: Used for fast display; processed daily.
• Customized Reports: Possible to use secondary dimensions or Custom Report.
  • Checks for existing aggregate table or processes raw data on-the-fly.

Data Sampling

• Standard Users: Sampling at property-level, may affect view-level filters.
• Analytics 360 Customers: Sampling at view-level, unaffected by view filters.

Data Immutability

• Collected and processed data can't be changed once processed.
• Example: Filters remove data permanently during processing.

Accessing Data

• Reports and analysis through Google Analytics interface.
• Core Reporting API: Build custom reporting tools or extract data to third-party tools.