This week in #SFGettingSmarter, Max takes us through an introduction to Google Analytics data.

We’ve all heard about impressions, sessions, visits, conversions and other data types, but how often do we look into the role each metric plays in data analysis? In short, all data can be organised into a general hierarchy of impressions, users, sessions and conversions/transactions. This hierarchy reflects the journey that potential customers travel through, from an ad impression to finally converting. Understanding each piece of the hierarchy and the different factors that influence this process helps us look at the right data to evaluate our decisions and look for new business opportunities. Watch the full session below.

A quick overview of the hierarchy

An impression is counted each time your ad is shown on a search result page or other site on the display network. The numbers of impressions is often influenced by the size of ad network and how frequently they are being served.

A session begins when a user visits your site through your advertisement. A session is a group of interactions that take place on your website within a given time frame. The next logical step is you, the user.

In Google Analytics, a user represents an anonymous person. Users are identified using an anonymous number or a string of characters. The analytics tool normally creates the identifier the first time a user is detected. By identifying the user, it helps us understand what users do and the numbers of sessions, as well as different traffic sources the user comes through before they convert.

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