Google Analytics Measures formulas in Tableau

http://kb.tableau.com/articles/knowledgebase/useful-ga-measures

Group	Measures Name	Tableau Formula	Version
AdSense	AdSense CTR	[AdSense Ads Clicks]/[AdSense Page Impressions]	8.2 and later
AdSense	AdSense eCPM	[AdSense Revenue]/[AdSense Page Impressions]*0.001	8.2 and later
AdWords	CPM	[Cost] / ([Impressions] / 1000)	8.0 and later
AdWords	CPC	[Cost] / [Clicks]	8.0 and later
AdWords	CTR	[Clicks] / [Impressions]	8.0 and later
AdWords	Cost per Transaction	[Cost] / [Transactions]	8.0 and later
AdWords	Cost per Goal	[Cost] / [Goal Completions]	8.0 and later
AdWords	Cost per Conversion	[Cost] / ([Transactions] + [Goal Completions])	8.0 and later
AdWords	RPC	([Revenue] + [Goal Value]) / [Clicks]	8.0 and later
AdWords	ROI	([Revenue] + [Goal Value] - [Cost]) / [Cost]	8.0 and later
AdWords	Margin	([Revenue] + [Goal Value] - [Cost]) / ([Revenue] + [Goal Value])	8.0 and later
App Tracking	Screens / Sessions	[Screen Views]/[Visits]	8.2
App Tracking	Screens / Sessions	[Screen Views]/[Sessions]	8.2.1 and later
Ecommerce	Ecommerce Conversion Rate	[Transactions] / [Visits]	8.0 – 8.2
Ecommerce	Ecommerce Conversion Rate	[Transactions] / [Sessions]	8.2.1 and later
Ecommerce	Avg. Value	[Revenue] / [Transactions]	8.0 and later
Ecommerce	Per Visit Value	[Revenue] / [Visits]	8.0 – 8.2
Ecommerce	Per Session Value	[Revenue] / [Sessions]	8.2.1 and later
Ecommerce	Total Value	[Revenue] + [Goal Value]	8.0 and later
Ecommerce	Revenue per Item	[Product Revenue] / [Quantity]	8.0 and later
Ecommerce	Items per Purchase	[Quantity] / [Unique Purchases]	8.0 and later
Event Tracking	Avg. Value	[Event Value] / [Total Events]	8.0 and later
Event Tracking	Events per Visit with Event	[Total Events] / [Visits with Event]	8.0 – 8.2
Event Tracking	Events per Session with Event	[Total Events] / [Sessions with Event]	8.2.1 and later
Exceptions	Exceptions / Screen	[Exceptions]/[Screen Views]	8.2 and later
Exceptions	Crashes / Screen	[Fatal Exceptions]/[Screen Views]	8.2 and later
Goal Conversions	Per Visit Goal Value	[Goal Value] / [Visits]	8.0 – 8.2
Goal Conversions	Per Session Goal Value	[Goal Value] / [Sessions]	8.2.1 and later
Goal Conversions	Goal Conversion Rate	[Goal Completions] / [Visits]	8.0 – 8.2
Goal Conversions	Goal Conversion Rate	[Goal Completions] / [Sessions]	8.2.1 and later
Goal Conversions	Abandoned Funnels	[Goal Starts] - [Goal Completions]	8.0 and later
Goal Conversions	Total Abandonment Rate	([Goal Starts] - [Goal Completions]) / [Goal Starts]	8.0 and later
Internal Search	Avg. Search Results Views	[Search Result Views] / [Total Unique Searches]	8.0 and later
Internal Search	% Visits with Search	[Visits with Search] / [Visits]	8.0 – 8.2
Internal Search	% Sessions with Search	[Sessions with Search] / [Sessions]	8.2.1 and later
Internal Search	Avg. Search Depth	[Search Depth] / [Total Unique Searches]	8.0 and later
Internal Search	Avg. Search Duration	[Time after Search] / [Total Unique Searches]	8.0 and later
Internal Search	% Search Exits	[Search Exits] / [Total Unique Searches]	8.0 and later
Internal Search	Search Goal Conversion Rate	[Goal Completions] / [Total Unique Searches]	8.0 and later
Internal Search	Goal Value per Search	[Goal Value] / [Total Unique Searches]	8.0 and later
Other	App Views per Visit	[App Views] / [Visits]	8.0 – 8.2
Other	App Views per Session	[App Views] / [Sessions]	8.2.1 and later
Other	Avg. Visit Duration	[Visit Duration] / [Visits]	8.0 – 8.2
Other	Avg. Session Duration	[Session Duration] / [Sessions]	8.2.1 and later
Other	Actions per Social Visit	[Social Actions / [Unique Social Actions]	8.0 – 8.2
Other	Actions per Social Session	[Social Actions / [Unique Social Actions]	8.2.1 and later
Other	Avg. User Timing (sec)	[User Timing (ms)] / [User Timing Sample]	8.0 and later
Other	% New Visits	[New Visits] / [Visits]	8.0 – 8.2
Other	% New Sessions	[New Sessions] / [Sessions]	8.2.1 and later
Page Tracking	Entrances/Pageviews	[Entrances] / [Pageviews]	8.0 and later
Page Tracking	Entrance Bounce Rate	[Bounces] / [Entrances]	8.0 and later
Page Tracking	Bounce Rate	[Bounces] / [Visits]	8.0 – 8.2
Page Tracking	Bounce Rate	[Bounces] / [Sessions]	8.2.1 and later
Page Tracking	Pages/Visit	[Pageviews] / [Visits]	8.0 – 8.2
Page Tracking	Pages/Session	[Pageviews] / [Sessions]	8.2.1 and later
Page Tracking	Avg. Time on Page	[Time on Page] / ([Pageviews] - [Exits])	8.0 and later
Page Tracking	% Exit	[Exits] / [Pageviews]	8.0 and later
Page Tracking	Avg. Page Load Time	([Page Load Time] / [Page Load Sample]) * 0.001	8.0 and later
Site Speed Avg.	Avg. Document Content Loaded Time (sec)	([Document Content Loaded Time (ms)]/[DOM Latency Metrics Sample])*0.001	8.2 and later
Site Speed Avg.	Avg. Document Interactive Time (sec)	([Document Interactive Time (ms)] / [DOM Latency Metrics Sample])*0.001	8.2 and later
Site Speed Avg.	Domain Lookup Time	([Domain Lookup Time] / [Speed Metrics Count]) * 0.001	8.0 and later
Site Speed Avg.	Page Download Time	([Page Download Time] / [Speed Metrics Count]) * 0.001	8.0 and later
Site Speed Avg.	Redirection Time	([Redirection Time] / [Speed Metrics Count]) * 0.001	8.0 and later
Site Speed Avg.	Server Connection Time	([Server Connection Time] / [Speed Metrics Count]) * 0.001	8.0 and later
Site Speed Avg.	Server Response Time	([Server Response Time] / [Speed Metrics Count]) * 0.001	8.0 and later

Viz with data from Google Analytics

https://public.tableau.com/profile/nomie#!/vizhome/Q1-GoogleAnalytics-Analysis/Sheet3 https://public.tableau.com/views/DigitalAnalytics/ReferralSourceTypes?%3Aembed=y&%3AshowVizHome=no

 

http://vizwiz.blogspot.ca/2014_12_01_archive.html

http://dataremixed.com/2013/08/how-to-view-your-website-stats-in-tableau/

Common Pitfalls of the Google Analytics Connection with Tableau

Here are some Common Pitfalls that Dorcas Alexander highlights:

Pitfall #1:

The GA connector is bound by the limits of the Google Analytics API, which means you can’t ask for more than 10,000 rows of data at a time.

Pitfall #2:

If you ask for any segment of data that GA has to calculate by searching through a really large set (500,000 sessions or more), Tableau doesn’t warn you when it returns incomplete or inaccurate, sampled data.

Pitfall #3:

You can’t use “filters” in the Google Analytics sense, at least not to reduce the volume of data in your request.

Pitfall #4:

If you ask for too many dimensions, you may get sampled data. Google Analytics pre-aggregates certain combinations of dimensions and metrics, to produce the default set of tables also called “standard reports”. If you ask for a combination of dimensions that was not already calculated, GA has to create a brand new table. Same as with segments!

Sample of Tableau dashboard connected with Google Analytics

Google Analytics Key metrics - variable definition

It is easier to build a Viz if you can understanding the data from Google Analytics, and how the key metrics are created. 

 

http://www.webseoanalytics.com/blog/20-kpis-you-should-monitor-in-google-analytics/

 

  

https://analyticsacademy.withgoogle.com/course/1/unit/2/lesson/4

 

https://analyticsacademy.withgoogle.com/course/1

 

 

 

KPIs

 

Acquisition – how visitors arrive at your website

• Sessions
• % New Sessions
• New Users

Behavior – how visitors interacted with your website

• Bounce Rate
• Pages/Sessions
• Avg. Session Duration

 

Conversions – how visitors completed conversions on your website.

• Goal Conversion Rate
• Goal Completions
• Goal Value

https://www.epa.gov/sites/production/files/documents/glossary_of_metrics_used_in_google_analytics.pdf

Others KPIs are:
# of Visitors or Unique Visitors
# Page views
what Content
Bounce Rate
Traffic Sources: Referrals and Search
Average Time On Site
Mobile Performance
Keyword Analysis

http://www.cuutio.com/blog/2013/07/10/key-metrics-google-analytics/

https://blog.kissmetrics.com/expert-google-analytics-reports/

https://www.boxuk.com/insight/blog-posts/understanding-google-analytics-definitions-of-key-terms

http://www.analyticsmarket.com/blog/google-analytics-definitions

Connecting to Google Analytics - Tableau

The connection to Google Analytics is pretty straightforward.

It generate an EXTRACT.
For each analisis, it will be available 7 dimensions (discreate) and 10 measures (Continuous)

Geographical data such as city, country will automatically have latitude and longitude available as measures
 

https://www.youtube.com/watch?v=EGBRjU9es08