[Music] let's take a look at scoping in Google analytics analytics Now features Three core Scopes previously we only had one it was based on the session in the new Google Analytics we have scopes for user session and event for user this is focused on what was the first channel that acquired this user or their first touch session is which channel is responsible for starting that particular session an event is really focused on the channel that influenced the key event such as a purchase note that all of these are dimensions and have slightly different names so
user is going to be first user Source first user medium first user campaign and so on session scope Dimensions will be called out with session Source session medium session campaign and event scope dimensions are just Source medium and campaign it's also important to note that there's been a change around how sessions are scoped specifically mid session Channel changes will not start a new session so in the scenario we have here on the screen we have somebody who comes to the website via a page view for session one they came via Google CPC as their Channel
and this is the first time that the user arrived to the site so their user scoped source and medium will be Google CPC next they have 30 minutes of inactivity and then later return to the site starting a new session so this is session two and they came back via Google organic in this case their session scope Dimensions will be Google organic now they have a page view they view their cart and then they go out to another website and they pick up some sort of partner or affiliate UTM likely via a coupon code and
then they return to site to again view their cart and complete the purchase now note that this going out to another website and picking up new UTM does not automatically start a third session so their session scoped Dimensions will not change from Google organic but their event scope dimension for the purchase will update and become partner affiliate in this case so to dig a little bit deeper on what we just talked through the purchase will actually be attributed to different Scopes depending on which reports you are looking at in this visual we're going to represent
the purchase with this star so you can see here for the user the transaction of the purchase is attributed to the user's first origin in the user scope reports which would be Google CPC in this case for session scoped reports the transaction of the purchase is attributed to the session origin which is Google organic and finally for event scoped reports the transaction or purchase is attributed to the last origin in the path to purchase in the event scope which in this case is the partner or affiliate UTM that they picked up when they went out
to that external website also note that when we're looking at datadriven attribution modeling or DDA credit is distributed across the various touch points so in this case we will see some credit given to the first user the Google CPC UTM in this case some credit given to the session start so Google organic and some credit given to the partner affiliate UTM that the user picked up when they went to the external website in the DDA model the purchase credit is attributed to all three touch points of this path to conversion according to their weight of
their contribution which will be different for every path and is determined by the DDA modeling now let's dig in on some example use cases of scoping and how you actually find these reports in the Google analytics user interface for use cases with user scoping these are really impactful to identify growth opportunities so for example a user visits your website from a paid search ad they spend time researching an item add it to their cart but they don't check out and the session ends a week later they come back from an email and they make the
purchase this is important because the paid search ad was the original driving force of this conversion it led to the user spending all of that time researching and actually adding the items to their cart now keep in mind that additional touch points are not considered for user scope Dimensions it's only the first campaign that brought the user to your site so in this case the paid search ad so how do you identify this in Google analytics to identify the user scoped channels that brought users to your site for the first time you would go to
the user acquisition report so if we flip over to the analytics user interface here for the Google merchandise store we can go to the report section acquisition and user acquisition this report will show us the channels that first brought a user to your site so in this case for the Google merchandise store it looks like direct organic search referral and cross Network are some of the top channels that have brought users to the Google merchandise store website next let's look at session scoping as an example here a user adds an item to their cart but
but then they go out to the internet and they search for a coupon code which picks up those additional affiliate UTM similar to the scenario we looked at earlier now this is important because the affiliate code is not the campaign that started the session and it may or may not be the reason for the conversion it could be that the user was going to purchase anyways and so whatever started the session would be the important channel to pay attention to and that the coupon code was just a bonus in terms of their purchase now keep
in mind that the traffic acquisition report will attribute key events to the session scope Dimensions whereas purchase events will be attributed to the affiliate campaign parameters so how do we identify this in Google analytics here specifically we are going to look at that traffic acquisition report so if we flip back over to the Google analytics user interface we can go from the user acquisition report down to the traffic acquisition report now this report will look similar to the one we were just looking at but in this case it's looking at the session based scoping so
which channels started the session so for the Google merchandise store it looks like direct organic search referral and paid search are some of the top channels that started sessions on the Google merchandise store website finally we have our event scoped use cases and these are important for identifying mids session changes so again the same example of a user adding an item to their cart but then going out to the internet to search for a coupon code which then picks up an affiliate UTM when they come back they complete the purchase and like we said before
this may or may not have been driven by that coupon code but for some use cases that coupon code may have been the deciding factor driving that purchase which is why it's important to be able to analyze by that keep in mind that the user may or may not have converted without the affiliate code we don't really know but the event scope Dimensions help to identify when this experience occurred so how do we identify this in Google analytics this is where we can use explore reports using the attribution dimensions and key event metrics so back
over in the analytics interface we will navigate to the explore section and I'm going to open up a free form report either from scratch or from one that I already had open now in our free form report we'll want to make sure that we have a handful of Dimensions available to use these include event name medium source source medium and campaign we'll also want to be sure to have the metrics of purchases purchase revenue and key events if you don't already have these metrics or Dimensions available in your free form report you can always add
them by clicking the plus icon opening up the screen and the events scoped ones live under this attribution section as you can see here or you can search in the search box for the dimensions that you need or similarly in the metric screen for the metrics that you need to add we'll go ahead and add Source medium by double clicking and I will scroll down and add purchase revenue and key events by double clicking now we can see the event scoped Source medium along with purchase revenue and key events but we want to narrow this
down to a specific event specifically purchases so I'm going to go ahead and add the dimension for event Name by double clicking and as you can see most of these at the top of the list are purchase now I have a 100 rows showing here that should be enough if I scroll down we will see that we will have other events here they don't have any purchase Revenue but they do have key events Associated so if I wanted to narrow down to just my purchase event I could go ahead and scroll down in the settings
pane to the filter section down at the bottom click in and select event name must exactly match purchase and hit apply once I do that it'll narrow it down to only events for purchase it'll show me which source mediums in influence these key events for purchase and the associated purchase Revenue so that is how you can use event scoping to understand the influence on purchases so in closing analytics now has three different Scopes user session and event and you should now have a good understanding of when they are useful and how to pull reports using
these different scope dimensions [Music]
