Filter Creation Understanding Attribution

Filter Creation in Google Analytics:

Filters in Google Analytics allow you to modify, exclude, or include specific data in your reports, helping you focus on the information that’s most relevant to your analysis. Filters are particularly useful for cleaning up your data and ensuring accurate reporting. Here’s how to create and use filters in Google Analytics:

Step 1: Access Google Analytics:

1. Go to the Google Analytics website (https://analytics.google.com).
2. Log in with the Google account associated with your Google Analytics account.

Step 2: Choose a View:

1. In the left sidebar, click on the account and property where you want to create the filter.
2. Under the “View” column, select the view where you want to apply the filter. Views allow you to filter data for specific segments of your audience.

Step 3: Access the Filters Section:

1. In the left sidebar, click on “Admin.”
2. Under the “View” column, click on “Filters.”

Step 4: Create a New Filter:

1. Click the “+ Add Filter” button.

Step 5: Configure the Filter:

1. Give your filter a name.
2. Choose the filter type:
   • Predefined Filters: These filters have predefined settings for common filtering needs, such as excluding traffic from known bots and spiders.
   • Custom Filters: Create a filter with specific conditions that you define.
3. Configure the filter settings based on your chosen type. For custom filters, you’ll need to set up filter fields, filter patterns, and other options.
4. Click the “Save” button to apply the filter.

Understanding Attribution in Google Analytics:

Attribution in Google Analytics refers to the process of assigning credit to different marketing channels or touchpoints that contributed to a user’s conversion (e.g., making a purchase or filling out a contact form). It helps you understand how various marketing efforts work together to drive conversions and ROI. Google Analytics provides different attribution models to analyze and measure the impact of your marketing channels. Here are some key aspects of attribution:

1. Attribution Models: Google Analytics offers several attribution models, including Last Click, First Click, Linear, Time Decay, and more. Each model assigns credit differently to touchpoints along the user’s journey.
2. Conversion Paths: You can analyze the user’s path to conversion by examining the sequence of interactions they had with your website before converting. This information helps you identify influential touchpoints.
3. Multi-Channel Funnels: This feature allows you to see the full conversion path, including interactions with different marketing channels (e.g., organic search, social media, paid ads) before a conversion occurs.
4. Assisted Conversions: Assisted conversions show you how often a channel or source played a role in assisting conversions, even if it wasn’t the last interaction before conversion.
5. Conversion Value: You can assign a monetary value to your conversions to measure the ROI of your marketing efforts accurately.
6. Attribution Reports: Google Analytics provides various attribution reports under the “Conversions” section, such as “Attribution Overview,” “Top Conversion Paths,” and “Assisted Conversions.” These reports offer insights into how different channels contribute to conversions.
7. Custom Attribution Models: You can create custom attribution models based on your unique business needs and goals.

Understanding attribution helps you allocate your marketing budget effectively, optimize your campaigns, and make data-driven decisions about which channels and strategies are driving the most valuable conversions.

By combining filter creation and attribution analysis in Google Analytics, you can ensure that your data is accurate and gain valuable insights into how different marketing channels and user interactions impact your conversion goals.