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Digital Media Analytics: Google Analytics

Purpose

After accomplishing this assignment, you will understand the possibilities that Google Analytics offer for analyzing the website data.

Materials

For this assignment use the Google Analytics documentation and tutorials. The video Google Analytics 4 Tutorial for Beginners (2022) is strongly recommended since it will help you understand how GA works and also help you with this assignment. Keep in mind that you are not asked to do everything what this video includes. This is just an additional material for you.


Step-by-step guide for student

The assignment is done individually. There are two parts included in this assignment.


  • You are free to create a new Google Account or utilize an existing one.  (After the course is over, you can remove your access to the demo account. )
  • Read the description of the data used in the demo account "Where the data comes from"
  • Carefully read the introduction and the tutorial text under the title "Access the demo account". 
  • Choose Google Analytics 4 property: Google Merchandise Store (web data). We will use this option since it offers more functionalities and is current version of GA. 
  • Choose 3 different properties/functionalities under Reports. For example Demographic details, Tech details, User acquisition etc. or something of your own choice for you to experiment and report on.
  • Try changing the date ranges, do you see any kind of patterns or behavior that you would like to mention? 

Report your findings and conclusions for the entire assignment (Part 1 and Part 2) in a recording format. Do not create long recordings, make sure you demonstrate only the parts that are important for the assignment, reflect on the grading criteria.

As a part of this assignment, you are expected to assess yours and your student fellow results.

Submission

As a result, submit only one link to your recording (make sure it is accessible for everyone). If the link is not accessible, the assignment is failed.


Guidance and feedback

Guidance is available during the lessons and via the Learn platform. Feedback is provided via the Learn platform after the assignment is submitted.


Evaluation

Evaluation scale 1 - 3 points. Evaluation criteria:
1 point = only one part of the assignment is done, the outcome meets standards set for that part.
2 points = both parts of the assignment are done and they meet the standards set. The first part of the assignment, only Google documentation is utilized.
3 points = in addition, for the part 1 the implementation of Google Analytics as a part of a website is done by testing in practice. For the part 2, example data is examined in a profound way, done some data comparing and possibly found pattern/s or certain behaviors. To do this you have for example implemented the "Explorations" functionality in the GA.

Link to working life

Google Analytics is one of the most popular digital analytics services.


Schedule and timing

Estimation of total study time required 3h.


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2nd year resources


RobotFramework Resources Built-in
RobotFramework Built-in Keywords
RobotFramework OperatingSystem Keywords
RobotFramework SeleniumLibrary
RobotFramework User Guide
RobotFramework cheat sheet and quick reference
Applied Machine Learning recordings